The Canadian visitor economy is facing unprecedented challenges due to the COVID-19 pandemic. We know that research is required to guide our collective response so we can make evidence-based decisions.
Destination Canada regularly provides intelligence, tools and insights to our partners—equipping them to optimize their business and maximize their reach. As a result of COVID-19, this work is needed more than ever.
The research below will quantify the impacts of COVID-19 on an ongoing basis—check back often for updated products. It will help us understand when recovery will start and how effectively and quickly we are recovering to inform our go-forward marketing. It also seeks to understand the non-quantifiable effects, such as structural changes in tourism and lasting changes in consumer preferences.
This information will inform evidence-based decisions throughout all three phases of Response, Recovery and Resilience. To learn more about Destination Canada’s phased approach, visit here.
COVID-19 Research Summary
An overview of Destination Canada's COVID-19 Research Plan. Please read this document to better understand the below research products.
COVID-19’s Impact on Canadian Tourism
These presentations are intended for industry-at-large to quantify the impact of COVID-19. They provide updates on the state of the Canadian tourism sector at varying times in the outbreak by looking at the visitor demand forecast and break impact down by province and by key industry sectors.
- Destination Canada’s Visitor Demand Forecast Update – November, 2020
- Destination Canada's State of the Industry Update – October 2020
- Impacts of COVID-19 on Domestic and International Travel – April 13, 2020
- Impacts of COVID-19 on Domestic Travel – March 23, 2020
COVID-19 Recovery Signals Framework
This document explains the framework that Destination Canada is using to understand where, when, and how recovery could unfold for the tourism sector. This framework is being used to inform the Impact and Recovery Reports below.
COVID-19 Impact and Recovery Reports
These reports provide Destination Canada's most recent assessment of the impacts of COVID-19 as well as relevant recovery signals. Market reports will be published as data is available.
Please note: All dates below reference the reporting date. For more information on the methodologies and relevant sources used in these reports, please refer to our Methodological Notes.
- Business Events - August 31, 2020
- Domestic - November 24, 2020
- Mexico - May 5, 2020
- United States - November 17, 2020
Europe & India
- Australia - November 3, 2020
- China - July 14, 2020
- Japan - October 27, 2020
- South Korea - April 15, 2020
Canadian Resident Sentiment & Travel Related Measures
These documents provide an understanding of the level of ‘welcome’ that residents of each province/region are feeling towards visitors as well as each province and territories travel related restrictions.
Canada's Business Events Restart Recovery Framework
Building off research projects conducted in 2020, we are pleased to share our report on Canada’s Business Events Restart Recovery Framework. This document provides an update on the current impact of business events and a forward look at recovery and restart, including:
- Business Events: State of the industry – an update on the impacts of covid-19
- Insight from a global business events scan – summary findings from our recent research project where we heard from executive directors, planners, industry associations and Canadian partners that have informed how we prepare for a post COVID-19 resumption of events
- Canada’s recovery restart framework – an evidence-based approach to track early signals of the resumption of business events in order to support planning and our industry deliver the right activities at the right time.
COVID-19 Business Events Planner Pulse Check
Insights into the future of business events in Canada: A planner pulse check in the era of COVID-19.
Between September 4 and October 15, 2020, Destination Canada conducted a series of online surveys and focus groups targeting international (US, UK and other countries) event organizers in the association, corporate, and incentive market segments, resulting in an updated Business Events Planner Pulse Check. The objective was to update insights gained from focus groups conducted earlier this year and look for signs of industry recovery.
Destination Canada continues to consult and review the outputs of many global and market-specific research, travel and tourism organizations to ensure we are best-placed to support Canada in its recovery.