Despite a smaller long-haul market to Canada, there’s still strong immediate potential, says latest CTC Global Tourism Watch report.
There is a total market potential of four million travellers in Mexico. Of those travellers, the latest Global Tourism Watch (GTW) summary published by the Research department of the Canadian Tourism Commission (CTC), indicates immediate potential of 1.8 million Mexicans (those that will definitely or most likely visit Canada in the next two years). At 45%, this is the second highest of CTC’s GTW markets.
Some other key stats:
Tough times indeed: there was a 29% year-on-year tumble in the number of Mexicans visitors coming to Canada in 2010.
Mexicans still think long-haul travel is the bee’s knees: 84% have it as important, up five points on 2009.
Mexico’s regained some vim and vigour in 2010, reporting a 5% growth in gross domestic product (GDP).
Overall, Canada suffered in terms of price perceptions in the Mexico market in 2010, particularly with airfare affordability and finding reasonably priced hotels.
In 2010, Mexican long-haulers were keen seekers of nature and culture, with Canada trumping its rivals in terms of what it has to offer for ski/winter activities and seeing beautiful scenery (but we all know that, of course).
Just under-three quarters (73%) identified entry visas as a barrier to visiting Canada, a 27-point leap last year. This ties in with the new visa requirements that were introduced in summer ’09.
Just like the Germany market, movies filmed in Canada were one of the top five boosters to Canada’s appeal.
Harris/Decima Research conducts the Global Tourism Watch survey 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 2010 reports look to identify shifts in each market since 2007. In Mexico, the sample was restricted to those cities where most long-haul travellers reside: Mexico City, Guadalajara and Monterrey.