Destination Canada: Australia Global Tourism Watch
2017 Australia Public Summary Report
Read the Full Report Here: 2017 Destination Canada Australia Public Summary Report
Key Highlights Include:
Market Potential:
- The immediate potential market increased significantly from the previous year: 2.67 million travellers are definitely or very likely to visit Canada in the next 2 years (versus 1.95 million in 2016).
Competitive Environment:
- Although results are consistent to 2016, Canada’s ranking on unaided consideration moved from 6th to 4th in 2017. The US remains in 1st position, followed by the UK and Japan.
- Knowledge of Canada has improved, resulting in a move up from 12th spot in 2016 to 7th place.
Path-to-Purchase:
- Younger travellers aged 25-34 are more likely to be actively planning a trip to Canada.
- Canada is a top performer when it comes to converting awareness into dreaming, but only average at converting travellers further along the purchase cycle.
- Additional focus could be placed on moving travellers from creating a vacation movie to itinerary planning, where Canada performs much weaker than the US.
Destinations:
- There are several significant shifts in likelihood to visit in 2017, with the Prairies, Regina, Mont Tremblant, and Fredericton trending downwards year-over-year.
- St. John’s saw a significant increase as the most appealing destination.
Vacation Activities:
- Natural attractions, Northern lights, cruises, historical sites, and local food and drink are the top trip anchor activities Australian travellers.
- Popular activities that Canada could better promote to Australian travellers: historical sites, Northern lights, food and drink festivals, breweries/wineries, exploring places most tourists won’t go, fall colours, and spring blossoms.
Barriers:
- Cost remains the key barrier to visiting Canada, followed by distance to travel.
- Concerns about safety and delays/hassles at airports and borders are up significantly in 2017.
- For younger travellers aged 25-34, concerns about lack of vacation time and language barriers are higher.
- Older travellers 55+, have fewer barriers to visiting and are most likely to say nothing will prevent them from travelling to Canada.
For more research information by TOTA, Visit us online at: https://totabc.org/research/
For more research information by Destination Canada, Visit: https://www.destinationcanada.com/en/research
