We focus on four consumer groups based on CTC's Explorer QuotientTM (EQ) types:

  • Free Spirits in Australia are predominantly 18 to 40 years old and come to Canada to be pampered and to take advantage of all the food, drink, massage, romance and shopping available.
  • Social Samplers in Australia are primarily over 50 years old, prefer to travel with a group and seek must-see attractions of historical significance.
  • Personal History Explorers in Australia are over 50 years old and want to experience life as it used to be while following a checklist they abide by.
  • Cultural Explorers in Australia are over 50 years old and like to leave the beaten path to explore locations of historical significance while keeping a spontaneous approach.

Consumer websites and marketing campaigns

Australian consumers can visit and to browse for holiday packages from Australia, identify value-for-money holiday offers from local tour operators, discover their EQtype, get travel ideas, learn about Canadian destinations, view podcasts or read travel blogs.

Ski and niche markets

Approximately 30,000 Australian skiers travel to Canada annually, making them an important target group. CTC is spearheading an integrated winter ski campaign involving wholesalers, Canadian ski resorts, airlines and partners. The CTC's strategy leverages the sensational media coverage generated by the 2010 Winter Olympic Games as well as the strong Australian dollar to inspire Australians to explore Canada.

Travel Trade

CTC-Australia's trade development focuses on the wholesale aspects of selling travel. Our team in Australia organizes trade shows, makes sales calls, organizes tour operator and partner familiarization (FAM) tours and conducts training under the Canada Specialist Program. We ensure travel agents-from elite Canada Specialist agents to agents with a general interest in Canada-access the training tools they need so they can learn and share all that Canada has to offer.

Additional work is done to educate the local fully independent travel (FIT) wholesalers and group tour operators to ensure that the reservation teams and outside sales staff are up-to-date on Canada's product, regions and experiences.

Canada Specialist Program

The Canada Specialist Program (CSP) helps educate travel agents and wholesale reservation staff on the unique range of Canada's experiential products available to the Australian consumer.

Participating travel agents are offered a range of information and support, including:

  • Webinars (online Canada presentations)
  • Canada Specialist websites and e-updates
  • Consumer leads through agency details listed on CTC websites
  • Access to promotional materials, such as balloons and brochures
  • Membership business card
  • Canada window displays
  • CSP members-only incentives
  • Chance to be selected for a group familiarization (FAM) trips
  • Independent familiarization rates.

CTC-Australia also collaborates with tour operators to develop promotions exclusive to Canada Specialists.

Trade Shows

Click here for more information on the Canada Corroboree.


CTC-Australia's public relations and media activities showcase Canada as a compelling, four-season destination to Australian journalists. Media is invited to attend events at the beginning of each year to hear about new Canadian product, destinations and experiences. Alongside these events, familiarization (FAM) tours are organized for media to experience Canada's products firsthand.

The focus of CTC-Australia's public relations and media activity is to build strong and lasting relationships with media nationally in Australia and to grow awareness of Canada as a must-visit destination.

GoMedia Canada Marketplace

GoMedia Canada Marketplace is the CTC's annual media event, allowing Canadian travel suppliers and destination marketing organizations to exchange stories and ideas with international media. GoMedia is held annually in Canada and is hosted by a different destination each year. GoMedia 2011 will take place in Edmonton, AB.

Quick facts

  • The growth of Australian economy is expected to remain solid, supported by a strong labour market in 2010. GDP was forecasted to grow 3.2% in 2010, followed by 3.5% in 2011. (Source: Oxford Economics May, 2010)
  • The number of outbound trips from Australia reached 6.3 million in 2009, an 8.2% increase over 2008.(Source: Australian Government, Department of Resources, Energy and Tourism)
  • Total long-haul world arrivals by Australian residents reached 7.8 million in 2009, down 7.5% from 2008.(Source: Tourism Economics - Tourism Decision Metrics, May 2010)
  • There were 188,000 overnight trips to Canada from Australia in 2009, down 14.3% from 2008. January to June 2010 saw 106,034 Australians travel to Canada, up 11.23% over the same period in 2009.
  • Australian travellers injected $310.3 million into the Canadian economy in 2009, down 12.8% from 2008.
  • In 2009, Australian travellers spent on average $1,651 per person-trip; the average stay was 14 nights.
  • The main trip purpose for Australian travellers was a vacation (60%), followed by travelling to visit friends and relatives (24%) and business (10%).
  • In 2009, summer (July-Sept.) remained the most popular season for Australians to visit Canada (34%), followed by spring (29%) and winter (21%).
  • The greatest proportion of Australian travellers in 2009 was over the age of 55 (43%).

All Sources: Statistics Canada, International Travel Survey unless otherwise stated. All Statistics Canada numbers are preliminary.

Current trends and market considerations

Some 48% of all visits to Canada from Australia include a side trip to the US during the journey. An additional 29% of travellers visit Europe and Canada in one trip-opening the door for the creation of dual nation vacations.

Work is being done to match Canadian travel experiences to the growing interest in fully independent travel (FIT) and fly/drive products. In addition, as more Australian travellers classify themselves as adventurous, Canadians can tap into the growing adventure-travel market. Australians are also keen skiers, with many travelling to western Canadian ski resorts.

As FIT travel continues to grow, there is an opportunity to capitalize on this niche segment by developing packages that focus on experiencing Canadian nature-both as an observer (for the less active) and via soft adventure. Interest in lifestyle/experiential travel continues to grow, with food and wine, spa, culture and soft adventure all ranking as preferred activities.

Australians over 40 years of age enjoy travelling at a less strenuous pace, and their journeys involve a blend of nature, sightseeing, cruise and rail vacations, the magnificent Rockies plus other dramatic landscapes and unique attractions. Travellers of all ages are signing up for responsible tourism projects.

Guided by the CTC corporate strategy, the Australia strategy focuses on high-yield travellers-consumers who spend more, stay longer and are less influenced by exchange-rate fluctuations and market pressures.

Contact our team

Contact our team for more information.

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