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Study Overview

Our Global Tourism Watch provides consumer-based intelligence on 10 markets around the world, and in Canada.

The overall objectives of this study is to:

  • Monitor awareness, travel intentions, and other key market indicators for Canada
  • Assess perceptions of Canada and track brand performance against key competitors
  • Identify the general experiences sought by travellers, assess Canada’s competitive positioning on key products and identify growth opportunities;
  • Identify motivators and barriers for travel to Canada; and,
  • Explore the role of advocacy in the tourism context.
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Australia

Use of travel agents/tour operators among Australian travellers for planning or booking their recent visit to Canada is holding strong, despite a general decline. This highlights the continued importance of travel trade for travellers to Canada.

Read about more key strategic considerations in the 2018 Canada Global Tourism Watch report.

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Canada

The 2020 Canada Global Tourism Watch Highlights reports contain a summary of key metrics and insights about potential travellers residing in six Canadian regions. This study, which was conducted in November 2020, provides industry with strategic considerations across topics such as travel intent and consideration, travel barriers, COVID-19 considerations, domestic trip characteristics, booking preferences, and attitudes around sustainable travel.

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China

Organized group tours continue to be popular with Chinese travellers, but more are indicating that only a part of their trip, rather than their whole trip, was part of a group tour.

Read about more key strategic considerations in the 2018 Canada Global Tourism Watch report.

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France

Canada could take advantage of two trip anchor activities that are more popular among French travellers compared to other markets: exploring places most tourists won’t go and exploring Indigenous culture.

Read about more key strategic considerations in the 2018 France Global Tourism Watch report.

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Germany

60% of German travellers consulted a travel agent/tour operator when planning or booking a long-haul trip, a significant increase from 2017. Germany is the only market to see an increase in travel trade use year-over-year.

Read about more key strategic considerations in the 2018 Germany Global Tourism Watch report.

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Japan

Japanese travellers indicate that travel guidebooks, TV programs and travel agent brochures are more influential in destination selection than word-of-mouth recommendations. This is unique to the Japanese market.

Read about more key strategic considerations in the 2018 Japan Global Tourism Watch report.

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Mexico

Concerns about visa requirements are still high (25%) despite Canada removing visas for Mexican visitors in December 2016. This suggests Canada could be doing more to communicate the removal of visa requirements for Mexican travellers.

Read about more key strategic considerations in the 2018 Mexico Global Tourism Watch report.

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United Kingdom

Canada has the opportunity to alleviate cost concerns among UK travellers by shifting demand towards cities like Québec City, Ottawa, St. John’s, Winnipeg, Saskatoon and Regina, which all have growing interest among UK travellers.

Read about more key strategic considerations in the 2018 United Kingdom Global Tourism Watch report.

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United States

US travellers to Canada are among the most likely of any market to travel with children under the age of 18. This suggests that there is potential to explore family offerings that can appeal to this market.

Read about more key strategic considerations in the 2018 United States Global Tourism Watch report.