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Study Overview

Our annual Global Tourism Watch study provides consumer-based intelligence in ten core markets around the world.

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

As travel agents continue to be an influential source of information for Australian travellers, positive relationships with travel trade should continue to be developed by the industry.

Read about more key strategic considerations in the 2016 Australia Global Tourism Watch report.

Canadian flag

Canada

Canadian millennial travellers are most likely to be influenced by friends and family when researching potential travel destinations. Domestic travellers present an opportunity to act as advocates for Canada and share their experiences.

Read about more key strategic considerations in the 2016 Canada Global Tourism Watch report.

Chinese Flag

China

Relative to our top competitors, Chinese travellers have low knowledge of Canada as a travel destination. Efforts to boost knowledge about what Canada has to offer can help encourage visitation.

Read about more key strategic considerations in the 2016 China Global Tourism Watch report.

French Flag

France

Out of all our key markets, French travellers have the strongest interest in Indigenous tourism. This presents a significant opportunity for us to promote and grow the sector within Canada.

Read about more key strategic considerations in the 2016 France Global Tourism Watch report.

German Flag

Germany

The outlook for Canada in the German market is positive. Relative to our top competitors, German travellers are very knowledgeable about Canada as a travel destination and Canada is high on the list of countries they would consider visiting.

Read about more key strategic considerations in the 2016 Germany Global Tourism Watch report.

Indian Flag

India

Indian travellers are most likely to book flights and accommodation using online travel agencies, especially among those aged 55 and under. However, travel agents still play a role, especially for older travellers aged 55+.

Read about more key strategic considerations in the 2016 India Global Tourism Watch report.

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Japan

Japanese travellers consider travel distance a main barrier for travel to Canada. Highlighting the increasing availability of direct flights and showing that Canada’s West Coast is no further than other long-haul destinations such as Australia and Europe may help to address travellers concerns.

Read about more key strategic considerations in the 2016 Japan Global Tourism Watch report.

Mexican Flag

Mexico

One third of Mexican travellers bring children under age 18 on their trips to Canada. This is the highest proportion among all of our overseas markets and suggests that there is an opportunity for Canada in the family market.

Read about more key strategic considerations in the 2016 Mexico Global Tourism Watch report.

South Korean Flag

South Korea

South Koreans are travelling long haul more than ever before. To ensure Canada attracts its share of this growth, we should highlight the increased availability of direct flights to Canada to address the top barrier of travel distance.

Read about more key strategic considerations in the 2016 South Korea Global Tourism Watch report.

British Flag

United Kingdom

British travellers consider cost as the largest barrier for travel to Canada. However, once travellers start planning their trip and evaluating details, their concerns about cost decrease significantly.

Read about more key strategic considerations in the 2016 United Kingdom Global Tourism Watch report.

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United States

Americans are most motivated to choose a destination for relaxation, followed closely by the desire to return to a destination they’ve already visited. This highlights the strength of repeat visitation from the US and the need to inspire travellers to Canada for the first time.

Read about more key strategic considerations in the 2016 United States Global Tourism Watch report.