Canada

Marketing and Sales Programs

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Travel Trade Read more > Close description >

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Inbound travel to Canada
  2005 2006 2007 2008 2009 2010
Overnight trip to Canada (000's) 178.8 177.9 207.7 219.3 188.0 232.9
Year to year change 3.0% -0.5% 16.8% 5.6% -14.3% 13.9%*
Receipts ($M) 287.1 278.4 322.7 355.8 260.6 352.2
Year to year change 5.5% -3.0% 15.9% 10.3% -12.8% 13.5%
Source: International Travel Survey, Statistics Canada. Note: *Compared to preliminary 2009 estimate Quick Facts.

Quick facts Read more > Close description >

  • There were 26,197,700 overnight trips to international travel destinations from Canada in 2009, down 3.1% from 2008; almost seven out of 10 trips were taken to the US.
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  • There were 26,197,700 overnight trips to international travel destinations from Canada in 2009, down 3.1% from 2008; almost seven out of 10 trips were taken to the US.
  • Canadians spent $26.2 billion on outbound overnight trips in 2009, a 2.2% decrease from 2008. Of that, Canadians spent 53% in the US and 47% in overseas countries.
  • In 2009, Canadian outbound travellers spent on average $916 per person-trip; the average stay was 10.4 nights.
  • Canada's travel deficit reached $12.2 billion in 2009, down 3.6% from 2008; however, it was up 618% over 2002 (when it sunk to a low level of $1.7 billion).

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

Current trends and market considerations Read more > Close description >

Campaign Measurement and Evaluation

2009 Results

Overall, the 2009 LOCALS KNOW campaign (combined summer and fall campaigns) exceeded all campaign targets:

  • Converted travellers: CTC’s 2009 campaigns converted an estimated 2.7 million Canadian travellers with travel intentions into solid travel plans.
  • Switched trips: The 2009 campaign results indicate that 404,605 trips that would otherwise have been taken to foreign destinations such as the US, Caribbean and Mexico were diverted to Canada. This surpassed the CTC’s target of 234,000 diverted trips by an astonishing 72.9%! 
  • Estimated revenue: The 2009 campaigns generated an estimated $705.9 million in tourism revenue from almost 2.7 million converted travellers. They have contributed to the maintenance and/or creation of 6,482 jobs for the Canadian tourism industry.
  • Return on investment (ROI): Despite a sizeable advertising expenditure for the summer and fall campaigns, the ROI per dollar invested by the CTC and our partners greatly exceeded our expectations. In 2009, for every $1 spent on the summer campaign, $133 was generated in direct tourism expenditure.

Source: Insignia Research, Canada ad tracking and conversion study, 2009

2010 Results

The results of the 2010 Summer LOCALS KNOW campaign demonstrate another successful year for CTC’s domestic campaign:

  • Converted travellers: CTC’s 2010 campaigns converted an estimated 1.9 million Canadian travellers with travel intentions into solid travel plans.
  • Switched trips: The 2010 campaign results indicate that 648,000 trips that would otherwise have been taken to foreign destinations such as the US, Caribbean and Mexico were diverted to Canada.
  • Estimated revenue: The 2010 campaigns generated an estimated $477.6 million in tourism revenue that contributed to the maintenance and/or creation of 4,238 jobs for the Canadian tourism industry.
  • Return on investment (ROI): For every $1 spent on the 2010 summer campaign, $59 was generated in direct tourism expenditure.

Source: Insignia Research, Canada ad tracking and conversion study, 2010

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Contact our team for more information