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Roughly 1-in-7 Canadian travellers plan to visit Banff/Lake Louise or Edmonton in the next 6 months: August 2016 Market Monitor

The Alberta Government's latest edition of the Alberta Tourism Market Monitor shares the key findings from the 2016 Canadian Travel Survey, an online survey of 1,915 Canadian travellers who have taken an overnight leisure trip at least 100 km from home in the past 12 months.

Of the 1,915 people surveyed, 1,218 live in Alberta, BC and Saskatchewan—this oversampling of the western provinces should be taken into consideration when analyzing this survey. The survey was completed in June 2016 by Insights West.

Summary of Findings

  • The weaker loonie continues to impact travel plans among Canadian travellers. Although some travellers have cancelled some or all of their travel plans this year, and others plan to spend less on paid accommodations, some have also changed where they are going and are likely staying closer to home.
  • This represents an opportunity for Canadian tourism organizations, as they are more likely to attract visitors who normally vacation outside of Canada.
  • Results suggest that the declining loonie and economic slowdown have had a positive impact on Canadian travellers’ future plans to visit Alberta (bearing in mind the oversampling of people living in Alberta, BC and Saskatchewan). Alberta residents are more likely to have cancelled a future U.S. trip.
  • When considering travel to Canadian destinations in the next 6 months, Canadian travellers are most likely to visit Toronto (33%), followed by Ottawa (21%) and Montreal (19%). Calgary and Vancouver are tied for 4th place at 17%.
  • Roughly one-in-seven Canadian travellers plan to visit Banff/Lake Louise (14%) or Edmonton (13%) in the next 6 months.
  • Banff/Lake Louise is viewed as the most appealing Canadian destination, followed by Vancouver and Victoria: more than six-in-ten (62%) Canadian travellers find the Banff/Lake Louise region appealing, while more than half find Vancouver (52%) and Victoria (52%) appealing (bearing in mind the oversampling of people living in Alberta, BC and Saskatchewan).

Read the full Market Monitor, which also includes updates on key indicator data:

  • Accommodation occupancy rates and average daily room rates
  • Air passenger enplanements and deplanements
  • National Parks attendance figures
  • Historic sites and museum attendance figures
  • Employment in food and accommodation sector
  • Restaurant receipts
  • Highway traffic counts

The August 2016 edition of the Alberta Tourism Market Monitor contains data up to and including July 2016.

Annual editions and past editions are also available.


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