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 ‘State of Tourism in Canada during COVID-19’ dashboard is compiled by Twenty31 analysts to provide a weekly snapshot of recent global, regional and domestic tourism health and economic, and insights on the impact of COVID-19 on the travel and tourism industry’s path to recovery. Insights are derived from a review of myriad global and Canadian media sources, associations, consultancies, and expert opinion from the tourism industry and government. We analyze the current state and future potential of key drivers of tourism recovery, including the most important tourism channels – tour operators, OTAs, airlines, tourism businesses, travellers, and source markets.
COVID-19 is likely to be deemed the most abrupt shock to the global economy and society in modern history. The global travel and tourism industry is profoundly impacted and will face a real risk to near-term survival of many tourism businesses and a significant disruption to communities, SMEs, trade channels, and destinations. While we must take serious action to control the spread of the virus, we must also take action to protect the livelihoods of the millions of individuals and businesses impacted. Global tourism may not return to 2019 quickly (e.g., Tourism Economics, a division of Oxford Economics suggests a return to 2019 tourism levels by 2023, under certain conditions), and while tourism may recover albeit in an altered form, our proposal and action plans are developed with a focus on resilience as a competitive advantage with as much downside mitigation for recovery as a first priority once the pre-conditions for the resumption of tourism are met with societal and travel restrictions gradually lifted.
Product development is the process of identifying tourism product development priorities with the greatest potential to attract key target markets. The current vision and mission of RTO9 reflects the value of partnership and collaboration with the destinations in the region, which is the starting point for a strategy involving many partners and stakeholders.
In 2016, 7.8 million visitors spent $817 million in the region, the total tourism employment impact was 7,078 jobs and there were 6,645 tourism-related businesses in operation.
This document offers a summary of the performance of the tourism industry for the years 2016 through 2018; it includes trends over the previous years and other analyses on the key indicators that offer market intelligence and insights about the state of the industry.
Within the industry, market research plays a vital role in helping to create compelling products and experiences, to market effectively to the trade and to consumers, and develop and manage destinations. The RTOs and DMOs that have both clearly-defined market research programs – and the trained staff that are able to manage them –are able to be more effective in all these areas than their peers.