Global Tourism Watch


Destination Canada began conducting the annual Global Tourism Watch (GTW) program in 2007. The report provides a snapshot on tourism for all Canadian destination marketers to help industry understand the needs, trends and habits in key markets.

View snapshots of all your local, national and international markets to better understand the people you hope to welcome to Alberta.

2016 traveller-expenditure and person-visits
Source: Statistics Canada, International Travel Survey and Travel Survey of Residents of Canada; Research Resolutions and Consulting. 1-Small sample size. Data contain high margins of error, are unreliable, and subject to significant year-over-year fluctuations.

Global Tourism Watch provides insight in the following areas:

  • Awareness, travel intentions and other key market indicators for Canada and the regions.
  • Assess perceptions of Canada and track brand performance against the competitive set over time.
  • Identify the general experiences sought by travellers, assess Canada’s competitive positioning on key products and identify growth opportunities.
  • Identify motivators and barriers for travel to Canada.
  • Explore the role of social media and advocacy in the tourism context.