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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.
Australian Flag

Australia

Young Australians are more likely to be actively planning a trip to Canada but are concerned about vacation time. Showing that you can experience specific regions/experiences will help counter the notion that visiting Canada needs a major time investment.

Read about more key strategic considerations in the 2017 Australia Global Tourism Watch report.

Canadian flag

Canada

Canadians said personal recommendations from friends and family are the top information source throughout the purchasing cycle. Encouraging past visitors to share their experiences, both online and in-person, with their personal networks is key.

Read about more key strategic considerations in the 2017 Canada Global Tourism Watch report.

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China

Poor weather remains the primary deterrent for Chinese travellers. Interestingly, seasonality has an effect on unaided consideration levels among Chinese travellers, with more travellers mentioning Canada top-of-mind when surveyed during the summer period. It is important to find ways to break down this strongly held belief of poor weather in Canada. 

Read about more key strategic considerations in the 2017 China Global Tourism Watch report.

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France

Given the large gaps between general interest and actual participation of activities in Canada, more French travellers could be enticed to visit Canada with better promotion of the northern lights, historical sites, Indigenous culture and traditions, fall colours, off the beaten path experiences, natural attractions and guided boat tours.

Read about more key strategic considerations in the 2017 France Global Tourism Watch report.

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Germany

German travellers who are further along planning their trip are more likely to say nothing will prevent them from visiting Canada, suggesting that as they proceed through the purchase cycle and are better informed, they foresee fewer issues with visiting Canada.

Read about more key strategic considerations in the 2017 Germany Global Tourism Watch report.

Indian Flag

India

Although active planning for a trip to Canada has significantly increased among Indian travellers, the attractiveness of competitive destinations and concerns about language are also up significantly as barriers to visiting Canada. To increase Canada’s attractiveness and counter the language barrier for Indian travellers, the industry could better highlight Canadian travel experiences in multi-language or dialect platforms.

Read about more key strategic considerations in the 2017 India Global Tourism Watch report.

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Japan

Japanese travellers are less concerned about flight length, language barriers, health risks, exchange rate, and visa requirements than in 2016. In fact, more Japanese travellers say that nothing will prevent them from visiting Canada!

Read about more key strategic considerations in the 2017 Japan Global Tourism Watch report.

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Mexico

In 2017, more Mexican travellers are saying they will increase long-haul travel spending. Given Canada’s positive sentiment in the Mexican market, there is an opportunity for Canada to increase the potential market size in Mexico. This could mean expanding the current market footprint beyond the major regions of Mexico City, Guadalajara and Monterrey into secondary regions.

Read about more key strategic considerations in the 2017 Mexico Global Tourism Watch report.

South Korean Flag

South Korea

TV programs and friends and family are two of the most influential sources for South Koreans throughout the purchase cycle. This stresses the importance of developing content for TV and encouraging past visitors to share their experiences with friends and family.

Read about more key strategic considerations in the 2017 South Korea Global Tourism Watch report.

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United Kingdom

In a reversal from 2016, UK travellers at the evaluation stage (gathering information or planning a visit) are now more likely to cite cost as a barrier than those at the consideration phase, suggesting that price/value concerns are growing as they proceed through the purchase cycle.  It is important to continue stressing the value a Canadian vacation can offer to help alleviate these concerns.

Read about more key strategic considerations in the 2017 United Kingdom Global Tourism Watch report.

American Flag

United States

Travel agent/tour operator usage may be trending upwards among US travellers: 46% of recent US visitors to Canada consulted a travel agent/tour operator for their trip and direct bookings for airlines and accommodation have dropped significantly since 2016.

Read about more key strategic considerations in the 2017 United States Global Tourism Watch report.