CTC News

US travellers kept Canada on their radar in 2010.

Intentions to visit this country remained steady despite a roller-coaster economy, says latest CTC Global Tourism Watch report.

24 January 2011

The US economy may have had more ups and downs in 2010 than Disney’s Tower of Terror, but American desire to come to Canada has kept its footing. That positive note comes despite a 13% drop in total international pleasure travel versus 2007.

The US market remains the No. 1 long-haul travel market for Canada, concludes the latest Global Tourism Watch (GTW) summary report for the Canadian Tourism Commission (CTC). Indeed there were signs of improvement and a boost in visitor numbers in late 2010.

Cast your eyes on some other key takeaways:

  • The immediate potential market in the US (those people who will definitely or very likely visit Canada in the next two years) is 30 million.

  • British Columbia (75%) has overtaken Ontario (69%) to become the province with the best six-pack. This was likely helped by BC hosting the 2010 Winter Games.

  • Our American cousins are keen explorers of nature and culture, but also have a strong hankering for city life. Entertainment is also a big drawing card while they are on their travels.

  • Australia and traditional European destinations such as France, Italy and the UK are Canada’s toughest opponents in the marketplace.

  • A lack of awareness of what Canada has to offer is the second biggest barrier to convincing Americans to cross the 49th parallel.

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 US Year 4 summary report.




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