Travel Alberta

Healthy Growth Forecast for U.S. OUtbound Travel

Hope springs eternal (again) in the US. Backed by a strong economic upswing, optimism around future travel intentions is also burgeoning: projected growth is at 7% for 2015 and 6% for 2016, the highest rates since 2004. Demand for Canadian vacations is also expected to rise due to the depreciating loonie, says the new Global Tourism Watch (GTW) US summary report by the Research department of Destination Canada.

More key facts and figures:

  • Americans are being bitten by the travel bug: 44% of US international travellers anticipate taking more trips in the next two to three years, with over 25% ready to spend more on travel outside their homeland.
  • The number of Americans considering a trip to Canada in the next two years has risen to 15%, putting Canada even stevens with Mexico, its principal rival for US travellers’ attentions.
  • Ontario (67%) and British Columbia (65%) are the top two provinces for American consumers intending to visit Canada in the next two years.
  • Americans see Canada as offering genuine value for money in contrast to European destinations and Australia, largely due to the low cost of travel and accommodation.
  • Almost one in three of US travellers aged 55 or older who have taken a long-haul trip in the past three years had visited Canada on their last trip.
  • Less than a third of American travellers used a travel agent to help them book flights or accommodation.
  • Sharing is caring: 41% of US travellers uploaded their photos or videos on social media during their most recent trip.
  • Scenery and natural beauty topped the Canadian wish lists for US travellers. Older travellers tended to cite specific locations.
  • Affordability, poor weather and high gas prices are the top three reasons putting off Americans from taking a Canadian vacation.
  • Friends and family remained the primary source of awareness of Canadian destinations for US consumers.
  • Only half of all Americans who have visited Canada would actually recommend it to a friend or family member.

TNS conducts the Global Tourism Watch surveys for Destination Canada. The company asks thousands of participants aged 18 and over from around the world for their views on Canada and Destination Canada’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 US summary report.


Destination Canada