CTC News

Opportunity knocks for UK market in 2011.

Huge market potential offset by subdued economic environment, says latest CTC Global Tourism Watch report.

24 January 2011

It’s not quite a full-blown winter of their discontent, but times are certainly tough in the UK. Buffeted by harsh winter weather (by their standards) and adjusting to new economic medicine prescribed to ward off a deep recession, austerity is the watchword.

Yet the UK market is rich in potential for Canada travel, according to the latest Global Tourism Watch (GTW) summary report for the Canadian Tourism Commission (CTC). There are five million long-haul travelling Brits with an immediate interest in this country over the next two years. That’s a lot of eyeballs on the radar screen. 

Here are some other key takeaways:

  • The stringent economy means belt-tightening all around: less affluent travellers are dropping out of the long-haul markets, while those with deeper pockets are scaling back their travel ambitions.

  • The UK has a total market potential of 20.9 million travellers. Ontario (77%) and British Columbia (76%) remain the provinces with the greatest appeal.

  • More attractively priced offers, such as shorter packages and self-catering stays and other ideas to keep prices down, could help improve the realization of the UK market potential in the current climate.

  • Nature and culture tick most Brit travellers’ boxes, forming nine out of the top 10 vacation pursuits.

  • Canada faces formidable challenges from Australia and the US, both perceived by UK travellers to have a more diverse set of travel products. This competition is the most notable barrier for travel to Canada, followed by the almost doubling of the exchange rate since 2007. 

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. 

Read the Global Tourism Watch UK Year 4 summary report.




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