Marketing Insight

Japanese arrivals to Canada are on the rise with just over 304,000 visitors coming from Japan in 2017-- the highest recorded in the past decade, according to Destination Canada.

Canada's main draw in the eyes of Japanese travellers is its natural beauty and scenery, and Alberta is well positioned to capitalize on this opportunity.

Nearly half of Japanese visitors to Canada are between the ages of 25-45. These travellers are young and well-educated, seeking more value and looking for experiential travel.

The influence of travel agents in this market cannot be overlooked with 60 per cent of bookings coming from this channel.

Market status for Japan

Opportunity for growth

  • Growing independent travel segment and strong winter product in the Yukon and Northwest Territories to leverage and grow winter visitation for Alberta

Key initiatives

  • Capitalize on the increased demand for FIT travel by positioning unique, experiential and themed products to grow independent travel visitation through the province
  • Leverage the strong Canada brand by partnering with Destination Canada and provincial partners