We’ve compiled the results of our own primary research to give you insight into RTO9’s visitor and business environment.
Destination Canada, the national tourism organization, introduced its new global brand strategy to put Canada on the map as the destination that inspires openness. This new brand strategy will be unveiled through a series of traditional and unconventional marketing initiatives that aims to increase Canada’s competitiveness as a destination and drive international high-value guests to visit Canada.
Given the ongoing evolution of factors impacting travel prospects, Destination Canada (DC) engaged Tourism Economics to assist in updating the Spring 2022 Canadian tourism demand forecast, and this report presents the key findings.
The Fall 2022 Tourism Outlook was conducted between August and September 2022, and the assumptions reflect the operating context of that time.
The Tourism Outlook extends through 2030, covering visits and visitor spending for domestic overnight trips as well as international visitors from the United States (land and air), key overseas markets, and the rest of the world.
Destination Canada has published our corporate strategy entitled Canada’s Tourism Renaissance. This summary highlights Destination Canada’s work to support the 225,000 small and medium-sized tourism businesses across Canada and their communities.
Destination Canada as an organization is laser-focused on driving sector recovery from the pandemic. At the same time, we have a responsibility to plan and take action for an even better future. This strategy lays out our 3-year plan for recovery from 2022-2025.
A long-term strategy for driving future sector growth & resilience over the next decade in support of the new Federal Tourism Growth Strategy expected to be released later this year by the Honourable Randy Boissonnault, Minister of Tourism and Associate Minister of Finance.
The Spring 2022 Tourism Outlook was conducted between late March and May and the assumptions reflect the operating context of that time.
The Tourism Outlook focuses on forecasting tourism expenditures in Canada driven by domestic overnight trips, international visitors from the United States (land and air), Destination Canada’s overseas markets and the rest of the world.
Several scenarios were developed to support the forecast.
Across all of Destination Canada’s international markets, culinary activities such as “trying local food and drink” is one of the top leisure travel activities that travellers choose to do when visiting. Destination Canada was interested in the role that culinary experiences and products have in how travellers choose a destination, so they conducted an in-depth analysis of over 22,000 respondents across 12 countries. They found that culinary experiences were important in determining destination choice in many markets, but that Canada had mixed performance when using culinary experiences or products to inspire international tourists. For US travellers, culinary experiences and products are not a key driver of long-haul travel in general, but they are a key driver of travel to Canada
Travel to Canada is in demand, with Google search from international markets exceeding 2019 levels. Tourism spend and activity are nearing pre-pandemic levels, primarily driven by domestic markets. Hotel occupancies are also nearing pre-pandemic levels. Visitors are increasingly being welcomed across Canada and US travellers feel ready and confident. This suggests encouraging conditions for continued tourism growth.
Sixteen product summaries are now ready for use by Destination Ontario partners and stakeholders.
The research presents a current and statistically representative assessment of the market for travel to South Eastern Ontario among travellers in Ontario and Quebec. The report profiles those who say they would consider taking a leisure trip to the region and looks at overall perceptions of the region itself in terms of familiarity, drills down to sub-DMO level, profiles those interested in travelling to each of the sub-regional destinations, looks at the different qualities associated with different sub-regions as well as the profile of specific local destinations across the region.
The Industry Insights Survey was designed on behalf of RTO9 and key destinations across the region to identify tourism issues and understand the outlook and concerns of business owners and organizations linked to the industry.
As in our past survey reports, we highlight practical insights and strategic information for tourism organizations across South Eastern Ontario to implement into everyday business practices and planning processes. The intended purpose of the Consumer Insights Survey is to understand how people discover the region and access information about what it has to offer, the process they go through when planning and booking a trip, through to the experience they have when in the region. In the last two years, we have completed a total of three surveys (Summer Pilot 2018-19 and in 2019-20 Summer Wave 1 and Fall Wave 2) using destination-specific and standardized questions.
Tourism is changing and growing rapidly, understanding South Eastern Ontario’s stakeholder needs allows RTO9 and its partners to adapt and support the industry. The study is a primary market research initiative identified in the RTO9 Multi-Year Data and Research Plan (“Plan”), which launched in April 2018. The Plan was designed to address the unmet research needs of destinations and tourism operators in the region, with a key focus on improving the timeliness and reliability of data.
Using consumer databases we surveyed South Eastern Ontario visitors to better understand the traveller journey in the region. Our Consumer Insights Survey provides important insights about how people discover the region and access information about what it has to offer, the process they go through when planning and booking a trip, through to the experience they have when in the region. We are confident that the results presented in this report will provide readers with practical and useful information for securing visitors.
As the tourism industry grows, sounds market research becomes even more essential for achieving our mission.
“2018 was the best year for Canadian tourism on record, with arrivals reaching 21.13 million, breaking the 21 million mark for the first time ever.” Destination Canada
Analysis of Statistics Canada’s Visitor Travel Survey, containing sub-provincial spending estimates from international travellers, and payment processor data (non-cash spending) in the region.
With the active cooperation of tourism stakeholders in the region, we were able to conduct a pilot Industry Insights Survey to identify tourism issues and understand the outlook and concerns of our most important tourism partners across the region.
In summer 2018 we conducted a pilot Consumer Insights Survey to develop a better understanding of potential and existing South Eastern Ontario visitors. The survey uncovered important insights about how people discover the region and access information about what it has to offer, the process they go through when planning and booking a trip through to the experience they have when in the region.