Travel Alberta

Canadians Increasingly Optimistic over Travel Plans

Ongoing strong domestic economic recovery boosted trip dreams for Canadians, according to CTC’s latest Global Tourism Watch report.

It’s time to explore: 38% of Canadians anticipate travelling more in the next two or three years, a 7% increase over 2012, says the new Global Tourism Watch (GTW) Canada summary report by the Research department of the Canadian Tourism Commission (CTC). Moreover, 79% believe they will spend the same or more on travel within Canada within the next 12 months.

More key facts and figures:

  • The strong economic recovery in Canada has been tempered by the slump in oil prices and a depreciating loonie. However, that currency fluctuation could benefit domestic tourism as US destinations become more expensive as a result.
  • The US is Canada’s fiercest rival in the international tourism marketplace: 48% of Canadians are considering a vacation south of the border in 2015, compared with 28% thinking of one in Canada.
  • Two-thirds of Canadians have seen or heard advertising for a US destination within the past 12 months, in contrast to 52% for Canadian spots.
  • More than 80% of Canadian outbound trips go to the US, with New York, Florida, Washington, Michigan, California and Nevada the prime beneficiaries.
  • Italy is the dream destination for Canadian travellers, who wish to experience its cities, local flavours and culture.
  • Canadians accounted for 81% ($68.1 billion) of total tourism revenue in 2013, up from 72% in 2003 and 67% in 2000.
  • •mong those Canadians likely to take a trip within Canada in the next year, British Columbia (25%) was the top province to visit, followed by AlbertaOntario and Atlantic Canada (all 18%).
  • Canadians highly rate their own country’s natural geography, and consider it an inspirational place to meet and engage with local people.
  • Visiting friends and family was the primary reason for 25% of Canadian consumers to make their last trip. City breaks were notably more popular among Canadians aged 18 to 34.
  • Hiking, watching wildlife and camping are Canadians’ most popular activities while travelling domestically.
  • About a third of Canadian travellers delight in uploading videos and photos of their vacation while on the road.
  • “Other places I would rather visit” is the primary barrier to travelling within their own country for 33% of Canadians.
  • However, the majority of Canadians (60%) would recommend a Canadian vacation to friends and family.

TNS conducts the Global Tourism Watch surveys for CTC. The company asks thousands of participants aged 18 and over from around the world for their views on Canada and CTC’s “Canada. Keep Exploring tourism brand. The 2014 reports better reflect current travel realities and gather more in-depth information via a substantially revised questionnaire.

Read the Global Tourism Watch 2014 Canada summary report.


Canadian Tourism Commission