RVC Survey Reveals Industry Confidence High Going into 2017
Canada's travel and tourism industry is enjoying a strong 2016 with annual growth forecasted to exceed 6% and first quarter arrivals up nearly 17% over 2015. There are many factors contributing to this performance including economics, geo-politics, currency, marketing, reputation and product offering. While many of these factors are beyond industry control, early indications look positive for 2017.
There is much to be excited about for 2017; governments and destinations across the country are planning and investing in Canada's 150th birthday, the federal government increased the Destination Canada's annual marketing budget by $25 million, and industry confidence is on the rise. As previously reported, Rendezvous Canada 2016 in Montreal was a tremendous success with record attendance and record number of appointments and a survey of buyer and seller delegates is optimistic of continued growth in 2017.
61% of buyer respondents believe that demand in their home market for Canadian tourism products will increase next year, while 67% believe that Canadian products offer a unique travel experience and 60% of buyers indicated that they are likely to sell more dual-nation vacations (Canada and the United States)to their customers next year.
Among sellers 79% generated new business at RVC 2016 including leads, contracts and agreements, while 57% of respondents renewed existing business. 90% of sellers and 87% of buyers were satisfied with the number of leads and deals while 87% of sellers and 83% of buyers were satisfied with the value of business generated at RVC 2016.
TIAC is encouraged to see the high level of industry confidence will continue to work with the federal government and industry partners to improve Canada's global performance with a specific focus on labour supply, aviation cost structure and visa processing to convert confidence into competiveness and continued growth. Tourism success is impacted by effective marketing, ease of access and quality of experience. TIAC is committed to industry development through its central role in delivering the Tourism Congress, Rendez-vous Canada and GoMedia. For more information on these important events go to the TIAC website www.tiac.travel.