United States of America
International Tourist Departures
Ontario Market Performance
Total Visitor Spending $4.4 billion (2016)
Overnight Visitors 6.5 million (2016)
- An elevated degree of uncertainty surrounding trade disputes has tempered a strong economic climate in the US. While consumer confidence, spending, and job growth remain positive it is expected that expansion will continue but decelerate in the near term.
- An elevated degree of uncertainty surrounding trade disputes has tempered a strong economic climate in the US. While consumer confidence, spending, and job growth remain positive business and leisure segments are expected to decelerate in 2019.
- Middle-aged travellers and baby boomers that are either retired or nearing retirement are driving outbound growth. Millennials earning power is on the rise too and they have a strong interest in international travel. Of the millennial demographic there is also an important segment interested in mixing work and play (“bleisure”).
- The key markets for Canada are New Yorkers and travellers aged 25-44 as they are among the most likely to be actively planning a trip here.
- With the exception of Niagara Falls, US travellers continue to be drawn more to Canada’s major cities than its landscapes.
- Trying local food and drink and seeing natural attractions are the most in-demand vacation experiences for US travellers in Canada. This is followed by nature parks, hiking or walking in nature, historical sites, and viewing wildlife.
- Food and drink festivals, cruises, canoeing/kayaking/paddle boarding, amusement parks, and fall colours are experiences that need to be promoted more. US travellers express that they would anchor a trip around food and drink festivals and cruises.
- The family market shows some potential. US travellers are most likely to travel with their spouse and to travel with children.
- Travel peak periods are June-August and March-May. For South Eastern Ontario, the US market shows a smoother trend throughout the year with a peak from late spring through to early fall.
- Regardless of the destination, US travellers show a preference for mid-priced hotels when in Canada. Cost is viewed as the key barrier for visiting Canada. Despite this, a rising interest in luxury accommodations has been observed.
- US travellers are tech savvy and they are using their smartphones to research activities, complete bookings, find restaurants and more. Based on Google Data, over 70% of US travelers agree that they “always” use their smartphones when traveling, up from 41% in 2015.