Market knowledge

Do Australians use a travel agent or book their trips on the web? How much do the Japanese spend when they vacation in Canada? Where in Canada do Americans like to visit, and when? How successful is Canada's tourism brand in the marketplace?

This section offers important market intelligence about our 11 international markets that will help you find and reach consumers from specific countries.

You can also search for reports, including Global Tourism Watch, Market Insights, Consumer/Travel Trade Research, and more.



Buoyed by a strong currency and a vibrant economy, Australian overnight trips to Canada increased 6.3%, boasting 281,000 arrivals in 2014. Australian travellersspent on average $2,957 per person-trip in Canada, for a total of $817 million, with a typical trip length of 21 nights in tourism spending in this country.


Brazil is an emerging market for the Canadian tourism sector. Canada welcomed approximately 99,900 overnight Brazilian travellers in 2014 who injected $253 million into Canada’s tourism economy.


Find out what motivates Canadian outbound travel to gain insight into the types of travel influences that might also encourage Canadians to explore their own country.


Overnight arrivals to Canada from China gained significant momentum with the granting of ADS (Approved Destination Status) in June 2010, expanding at an average rate of 24% per year to reach 454,000 visitors in 2014. China shifted from Canada’s sixth source of overseas travellers in 2010 to third in 2014. Chinese travellers spent an estimated $920 million in Canada, making China Canada’s second-largest overseas market in terms of tourism expenditures.


France is Canada’s second-largest overseas inbound market after the UK. In 2014, Canada welcomed 482,000 overnight French visitors, who spent $708 million in this country. Among French travellers, 53% visited Canada for a holiday, while 17% came to see friends and relatives.


In 2014, Canada welcomed 327,000 overnight visitors from Germany—up 5% from 2013—which represented $537 million in tourism receipts for Canada. Germany is Canada’s fourth-largest overseas market in terms of arrivals. Most Germans travelled to Canada for a vacation (45%) or to visit friends and relatives (27%).


The number of Indian overnight arrivals increased 19.3% to 176,000 in 2014, second only to China in growth rate among Canada’s key markets. Tourism expenditures in Canada by Indian visitors totalled $280 million in 2014. India boasted the largest share of visits to friends and relatives among the key markets; they accounted for 53.5% of total Indian trips to Canada.


Canada welcomed 258,500 visitors from Japan in 2014, which represented $430 million in tourism spending. Among total Japanese travellers in 2014, 44% indicated their main reason for travelling to Canada was for holiday purposes, while 28% indicated they travelled to friends and relatives.


The implementation of visa restrictions on Mexican nationals travelling to Canada in July 2009 led to a 48% contraction of overnight arrivals in the year that followed. In 2014, Canada introduced a 10-year visa and the CAN+ Visa program in Mexico. The greater ease to obtain a visitor visa and the introduction of new non-stop flights helped generate visitor growth to Canada from this country. In 2014, Mexicans made 173,000 overnight trips to Canada (+14.4%), which generated an estimated $252 million in tourism receipts.

South Korea

In 2014, 163,000 overnight visitors from South Korea generated $262 million in tourism spending in Canada, making it Canada’s ninth-largest source of overseas visitors and eighth-largest in terms of tourism receipts.

United Kingdom

In 2014, 676,000 overnight UK travellers visited Canada, up 4.7% relative to 2013. These visits represented over $1 billion in tourism receipts in Canada. Among UK overnight travellers to Canada, 41% visited friends and relatives (VFR) and 37% came for a vacation. The UK VFR travel segment is significant, totalling over 276,000 trips to Canada in 2014.

United States

In 2014, the 11.5 million US visitors to Canada generated $7.1 billion in tourism receipts. US overnight visitors spend $615 per trip and stayed four nights on average in 2014. At $138 per night, the US is second only to Australia for per night average spend in Canada among key markets.