Consumer and Industry Insights Research

State of Destination Marketing 2024

The State of Destination Marketing 2024 study has gathered critical insights into the strategic decision-making of destination marketing teams. The study outlines the implications of global disruptions, such as the cost of living crisis, political instability, and technological advancements.

It also highlights new priorities and uncovers shifting market trends that appear to be reshaping the tourism landscape, demand, and opportunity today.

Key findings were obtained from April to September 2023, through a globally distributed survey, as well as expert view, and case studies for each of the focal areas to give better insights into how destination marketing is evolving.

Laws of Attraction for High-Value Guests

The purpose of this research is to find out what high-value guests want and highlight opportunities for travel industry professionals to win their business. Canada’s reputation among high-value guests is also investigated: their perception of the country, and how Canada can increase its profile.

Satisfying high-value guests is less of a box-ticking exercise and more about understanding the needs and desires of each client. High-end does not necessarily mean extravagance — instead, it is about ‘how you make someone feel.’ The survey findings show ten clear mantras for the travel industry to use these laws of attraction and win business in the high-end travel market.

Survey commissioned by Destination Canada and conducted by FT Longitude

1. Make safety and security a top priority
2. Exclusivity and exoticism drive decisions
3. Accommodation is crucial to destination choice
4. Harness the power of social
5. Champion your own expertise
6. Prepare for last-minute requests
7. Consider blended travel
8. Improve knowledge of Canada’s selling points
9. Increase accommodation awareness and supply
10. Consider seasonal availability

New Global Brand Strategy Puts Canada on the Map as the Destination that Inspires Openness

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.

Tourism Outlook - Fall 2022, Destination 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.

Canadian Tourism Renaissance - Our Strategy for Recovery

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.

Destination Canada - Spring 2022 Tourism Outlook

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.

Canada Culinary Positioning Research – US Travellers

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

Destination Canada - Q2 Quarterly Tourism Snapshot

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.

Know your Target Audience by Tourism Product

Sixteen product summaries are now ready for use by Destination Ontario partners and stakeholders.

RTO 9 Consumer Perception/Brand Research Report

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.

Industry Insights Survey - Wave 2 Winter 2020

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.

Consumer Insights Survey - Wave 2 Fall 2019

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.

Industry Insights Survey - Fall 2019

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.

Consumer Insights Survey - Summer 2019

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.

Understanding our Traveller Impact and Opportunities

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

In-depth Brand & Spend Analysis

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.

Industry Insights Survey - Summer 2018

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.

Consumer Insights Survey - Summer 2018

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.