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$22 Million

Total Expenditure in Alberta (2023)

22 Million

Passport holders (2023)

0.8 Million

Potential market size

2.8 days

Average length of stay in Alberta (2023)

Overview

Outbound travel from Japan continued to grow in 2024, estimated at 77% of 2019 levels, up from 53% in 2023. Outbound travel is expected to fully recover to 2019 levels by 2026. Japan's economy is expected to grow modestly this year with improving household consumption but weak exports.

On this page:

Competitor Comparison
Air Travel
Economic Indicators
Traveller Characteristics

Couple bike riding along a pathway with mountains in the background

Competitor Comparison

Indicator Quebec Ontario Alberta BC Canada
Expenditure (2023) $9 Million $72 Million $22 Million $118 Million $238 Million
Share of total national expenditure (2023) 4% 30% 9% 49% -
Visitation (2019) 21 Thousand 91 Thousand 42 Thousand 119 Thousand 311 Thousand
Share of total national visitation (2019) 7% 29% 14% 38% -
Expenditure (2019) $22 Million $138 Million $56 Million $215 Million $499 Million
Share of total national expenditure (2019) 4% 28% 11% 43% -
Average spend (2019) $1,051 $1,518 $1,345 $1,809 $1,607

*Visitation and average spend estimates are not available for Japan for the 2022 calendar year. 

Air Travel

Economic Indicators

Indicator 2023 2024 Estimated 2025 Forecast
GDP - per capita $33,899 $32,652 $34,457
GDP - YoY Growth Rate 1.7% 0.2% 1.1%
Exchange Rate (CAD/YEN) (annual average) $0.01 N/A N/A
Unemployment Rate (annual average) 2.6% 2.4% 2.2%
Inflation Rate (annual average) 3.3% 2.3% 1.3%

Quarterly traveller spend

Note: 2023 Q4 (Oct - Dec) data is not available.

Traveller Characteristics

Accommodation Booking Channel
Online through a travel agent/tour operator 51%
Through an online booking engine 42%
In-person through travel agent/tour operator 34%
Directly through lodging/accommodation establishment 19%
Through accommodation sharing services website 13%

Top barriers to travel
High Transportation and Accommodation Costs 65%
Economic Environment 61%
Staff Shortages 27%
Extreme Weather Events 26%
Airport Congestion, Flight Delays and Cancellations 21%
Top 5 trip anchors
Natural attractions (e.g. scenic viewpoints, mountains, waterfalls) 53%
Historical, archaeological or world heritage sites 47%
Trying local food and drink 39%
Northern lights 37%
Nature walks 35%
Accommodation booking channel
Online through a travel agent/tour operator 51%
Through an online booking engine 42%
In-person through travel agent/tour operator 34%
Directly through lodging/accommodation establishment 19%
Through accommodation sharing services website 13%
Purpose of visit

Sources 

Statistics Canada, Visitor Travel Survey Data 2023
Global Tourism Research Program (GTRP), Destination Canada 2023
Lodging Aligned Spend Reporting (LASR), Destination Canada, 2023
Oxford Economics
DIIO, Cirium
Bank of Canada
UNWTO: UN Tourism Barometer