Strong competitive positioning and value for money boost Canada’s prospects in key European market, says CTC’s latest Global Tourism Watch report.
29 February 2012
Healthy export growth and a pick-up in domestic demand pepped up GDP growth in France during the first half of 2011, maintaining it as one of the key pistons in the Eurozone engine. The Global Tourism Watch (GTW) France 2011 summary report, hot off the presses from the Research department of the Canadian Tourism Commission (CTC), offers a positive overall two-year outlook for Canada: 40% of French long-haul travellers have a Canadian trip on their radar, far higher than the other European markets.
Some key data:
Of French travellers likely to visit within the next two years, Quebec (89%) has the greatest market potential, but Ontario (78%) and British Columbia (70%) are not far behind.
Long-haul destination awareness among French travellers has been stable over the past five years—the US in the lead, followed by Australia, Canada, Mexico and China—but Canada has closed the gap on Australia to one percentage point.
Canada took the No. 1 spot in the total advertising recall rankings for the first time in five years. More than one in three French long-haul travellers listened to or saw Canada-related ads—the best ratio in any overseas market.
French travellers see bang for their bucks in Canada. They increasingly believe Canada offers overall value for money, has reasonable airfare costs, fairly priced travel packages and food and drink worth its weight in gastronomic gold.
A mix of nature (including scenery, national parks and nature close to cities) and culture (including local flavours, local lifestyles and Aboriginal culture) proves formidable for French travellers.
Touring, either independently or in a group, is increasingly popular, but next on the dream list, and unique to French travellers, comes winter experiences, built around activities such as snowmobiling, dogsledding and winter scenery.
The top sources of travel info in the France market are TV travel shows, word-of-mouth, travel magazine articles, travel websites and travel guides/books.
Harris/Decima Research conducts the Global Tourism Watchsurvey 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 2011 reports look to identify shifts in each market since 2007.
Read the Global Tourism Watch France 2011 summary report.