United States
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Market Background
US arrivals reached 14.44 million in 2018, up 1% over 2017 and the highest level recorded since 2004.
This growth was driven primarily by the 8.18 million US auto arrivals in 2018, which were the largest source of overnight visitors to Canada, making up 57% of US arrivals in 2018. American leisure travellers like to take advantage of the long weekends for travel, with Memorial Day, Independence Day and Labour Day contributing to the largest weekend spikes in road arrivals in 2018.
American tourists spend close to $700 per trip to Canada, staying an average of 5 nights.
In 2018, four of the top five activities that American leisure travellers wanted to experience on vacation were nature-based, including seeing natural attractions, hiking or walking in nature, visiting nature parks and viewing wildlife.
American tourists are most likely to travel to Canada in the summer months of July and August, but also report higher interest in visiting in the spring and fall seasons.
An increasing proportion of American leisure travellers to Canada are choosing not to book organized group travel packages, up from 55% in 2017 to 69% in 2018.
Key Insight
Market Reports
Global Tourism Watch
Consumer-based intelligence and key strategic considerations for the tourism market in the United States from our annual Global Tourism Watch study in 2018.
Americans Perceptions of Travelling to Canada
The insights of this study helps to guide marketing messaging around safety and ease of travelling and highlights key points that can potentially influence Americans’ perceptions of COVID 19 barriers for travelling to Canada.
Market Highlights
A brief, at-a-glance summary of key facts on travellers from the United States.
Find more reports
Still looking for more? Find past reports in the archive.
Consumer
This campaign featured storytelling content to showcase the unexpected side of Canada. This approach integrated publishers and a multi-channel media strategy to inspire US travellers.
