News & Resources
The latest Thompson Okanagan tourism industry news from TOTA, tourism businesses, and communities.
2024 Summer Travel Outlook for Canadian Destinations | Deloitte Report
With the arrival of summer, Deloitte has released the Canadian Summer Travel Outlook report, which provides excellent insights for destinations and tourism businesses.
With the arrival of summer, Deloitte has released the Canadian Summer Travel Outlook. The report provides excellent insights for Canadian destinations and tourism businesses.
Highlights include:
Most Canadians (77%) expect to spend the same or more on summer travel this year.
Safety, inclusivity, and accessibility are important to visitors: respectively, 88%, 52%, and 49% think about these concerns when planning a trip.
Canadians find fitness/sports options, all-inclusive packages, nightlife options, beach/pool access, and personalized customer service lacking in travel destinations.
63% of Western Canadians are traveling within their own home region.
80% of Canadians prefer food and drink available from local farmers, chefs, wineries, and breweries
Awareness of Indigenous tourism experiences is rising
Canadians are generally positive about tourism within their own communities. 43% said the benefits of tourism outweighed the costs in their town or city. But another 43% said they were neutral on the issue – which means we all have work to do to educate people about the importance of tourism.
2023 Resident Perceptions of BC's Tourism Industry Report by Destination BC
Destination BC released a on report on the 2023 Resident Perceptions of BC’s Tourism Industry survey, launched in November 2023 to understand the perceptions BC residents have of the tourism industry on both community and provincial levels. The survey found that the majority of BC residents continue to value the impact that tourism has on their communities.
Destination BC released the results from the 2023 Resident Perceptions of BC’s Tourism Industry survey. The survey was launched in November 2023 to understand the perceptions BC residents have of the tourism industry on both community and provincial levels.
Some key highlights noted in the announcement include:
The majority of BC residents continue to value the impact that tourism has on their communities.
A large percentage agree that tourism supports a greater diversity of amenities (78%), contributes positively to the quality of life of their community (72%), and its positive impacts in their community outweigh the negative ones (75%).
Residents take pride in making visitors feel welcome (75%) and a strong majority agree their community is a desirable place to visit (79%).
Province-wide, residents are more likely to support tourism growth during winter (December-February), followed by fall (September-November), and then spring (March-May).
Canada's Air Traffic Doubled in May
NAV CANADA released traffic figures for the month of May 2022, showing that air travel in Canada is on the rise.
With one key hurdle to the resumption of cross-border air travel – pre-entry testing – dropped in April, May saw a 117% increase in traffic over the same month in 2021.
Despite the promising report, air traffic still hasn’t recovered to pre-pandemic levels. NAV CANADA's numbers indicate air traffic in Canada in May was nearly 15% lower than May 2019. The data demonstrates a clear direction towards industry recovery and Canada’s airlines are still banking on a busy summer of travel to continue the momentum.
NAV CANADA released traffic figures for the month of May 2022, showing that air travel in Canada is on the rise.
With one key hurdle to the resumption of cross-border air travel – pre-entry testing – dropped in April, May saw a 117% increase in traffic over the same month in 2021.
Despite the promising report, air traffic still hasn’t recovered to pre-pandemic levels. NAV CANADA's numbers indicate air traffic in Canada in May was nearly 15% lower than May 2019. The data demonstrates a clear direction towards industry recovery and Canada’s airlines are still banking on a busy summer of travel to continue the momentum.
go2HR Regional Workforce Profiles
go2HR released Regional Workforce Profiles to support employers and people seeking work in the tourism and hospitality sector. The Workforce Profiles describe 11 profiles of the 2021 tourism and hospitality workforce, including demographic information to better understand the nuances of the industry workforce and an analysis of how the workforce has changed since the COVID-19 pandemic.
go2HR released Regional Workforce Profiles to support employers and people seeking work in the tourism and hospitality sector.
The Workforce Profiles are an up-to-date and accurate description of the 2021 tourism and hospitality workforce. The 11 Workforce Profiles provide detailed demographic information to better understand the nuances of the industry workforce. The Workforce Profiles also offer an analysis of how the workforce has changed since the COVID-19 pandemic.
Travel by Canadians Continues to be Limited Since Pandemic
A recent survey conducted by Abacus Data summarized that travel still isn’t ‘back to normal’ in the eyes of Canadians, and this feeling continues to drive travel desires. More Canadians now believe it’s possible to travel without feeling like we are living in a pandemic (1 in 4), but three quarters still believe that if they want to travel in the next few months, it will feel like ‘pandemic travel’.
A recent survey conducted by Abacus Data summarized that travel still isn’t ‘back to normal’ in the eyes of Canadians, and this feeling continues to drive travel desires. More Canadians now believe it’s possible to travel without feeling like we are living in a pandemic (1 in 4), but three quarters still believe that if they want to travel in the next few months, it will feel like ‘pandemic travel’.
The majority also say this feeling will prevent them from making plans. 44% of Canadians say if they want to travel in the next few months, it will feel like travelling in a pandemic and that just isn’t something they are interested in. However, travel within Canada is looking up.
Additional highlights include:
48% say travelling to another province in the country already feels normal (a 38-point jump since October 2021)
Canadians are still far more likely to be exploring our own backyard and travel within one’s own province continues to be the most likely destination.
39% of Canadians are comfortable spending money on travel and leisure while 61% would prefer to hold off and wait to spend on travel since things are getting more expensive.
Destination Canada Key Market Highlights 2022
Destination Canada has released its key market highlights for 2022, sharing a brief summary of key facts on travellers by each market.
Learn about the travel habits of each market and what to expect through these reports:
Australia | Jan 2022 - Dec 2022
Germany | Jan 2022 - Dec 2022
Mexico | Jan 2022 - Dec 2022
Japan | Jan 2022 - Dec 2022
China | Jan 2022 - Dec 2022
South Korea | Jan 2022 - Dec 2022
United Kingdom | Jan 2022 - Dec 2022
United States | Jan 2022 - Dec 2022
Canada | Jan 2022 - Dec 2022
France | Jan 2022 - Dec 2022
Destination Canada has released its key market highlights for 2022, sharing a brief summary of key facts on travellers by each market.
Learn about the travel habits of each market and what to expect through these reports:
Australia | Jan 2022 - Dec 2022
Germany | Jan 2022 - Dec 2022
Mexico | Jan 2022 - Dec 2022
Japan | Jan 2022 - Dec 2022
China | Jan 2022 - Dec 2022
South Korea | Jan 2022 - Dec 2022
United Kingdom | Jan 2022 - Dec 2022
United States | Jan 2022 - Dec 2022
Canada | Jan 2022 - Dec 2022
France | Jan 2022 - Dec 2022
Wines of BC Quarterly Report - Jan - March 2022
Wines of British Columbia has released its Q4 report, which is also a summary of the fiscal year for the organization. The 21 page report outlines the strategic goals, objectives, and results of three key areas of concentration from April 2021 through to March 2022.
Wines of British Columbia has just released its Q4 report, which is also a summary of the fiscal year for the organization.
The 21 page report outlines the strategic goals, objectives, and results of three key areas of concentration from April 2021 through to March 2022.
New Report Tracks Americans’ Perception and Demand for Travel to Canada
As international travel resumes, American travellers will be key to driving revenue recovery for Canadian tourism businesses. Destination Canada is tracking Americans’ travel demand for Canada and sentiment towards travel to Canada to provide our industry with a better understanding of the trends and behaviours we are seeing in this key market. Destination Canada's first edition of the new report, US Sentiment for Travel to Canada, was published recently and the included metrics will continue to be tracked on a monthly basis moving forward.
As international travel resumes, American travellers will be key to driving revenue recovery for Canadian tourism businesses. Destination Canada is tracking Americans’ travel demand for Canada and sentiment towards travel to Canada to provide our industry with a better understanding of the trends and behaviours we are seeing in this key market. Destination Canada's first edition of the new report, US Sentiment for Travel to Canada, was published recently and the included metrics will continue to be tracked on a monthly basis moving forward.
90% of Consumers Look for Sustainable Options when Booking Travel According to Expedia Research
New research released today by Expedia Group Media Solutions reveals that although 90% of consumers look for sustainable options when booking, 70% feel overwhelmed with navigating options and making the best choices to be a more sustainable traveler.
Conducted in partnership with Wakefield Research, the study included an online survey of 11,000 representative, general population adults ages 18+ in 11 global markets fielded between February 11 and March 6, 2022.
Key Takeaways
Travel brands should make sustainable travel information easier to understand and show the value and impact of responsible travel choices.
Travellers want to know that travel brands are committed to sustainability, not just checking a box.
Additional insights from the recently released Sustainable Travel study from Expedia Group Media Solutions included price and opportunities in sustainable travel.
New research released today by Expedia Group Media Solutions reveals that although 90% of consumers look for sustainable options when booking, 70% feel overwhelmed with navigating options and making the best choices to be a more sustainable traveler.
Conducted in partnership with Wakefield Research, the study included an online survey of 11,000 representative, general population adults ages 18+ in 11 global markets fielded between February 11 and March 6, 2022.
Key Takeaways
Travel brands should make sustainable travel information easier to understand and show the value and impact of responsible travel choices.
Travellers want to know that travel brands are committed to sustainability, not just checking a box.
Additional insights from the recently released Sustainable Travel study from Expedia Group Media Solutions included price and opportunities in sustainable travel.
Canadian Tourism Labour Market Snapshot - March 2022
The latest report on the Canadian Tourism Labour Market has been released and reflects the status of employment in the sector for the month of March 2022.
Overall, tourism employment experienced an uptick as the sector builds momentum toward recovery in the coming months; however, growth is hindered by employment losses in the accommodations industry and a higher than anticipated unemployment rate in transportation.
When considering the robust tourism labour force pre-pandemic (2,117,700 workers in March 2019), it is clear that labour shortages remain across the country and throughout the tourism industries. Through other indicators such as the tourism unemployment rate which held strong in March, there is hope that momentum is building toward sector recovery.
The latest report on the Canadian Tourism Labour Market has been released and reflects the status of employment in the sector for the month of March 2022.
Overall, tourism employment experienced an uptick as the sector builds momentum toward recovery in the coming months; however, growth is hindered by employment losses in the accommodations industry and a higher than anticipated unemployment rate in transportation.
When considering the robust tourism labour force pre-pandemic (2,117,700 workers in March 2019), it is clear that labour shortages remain across the country and throughout the tourism industries. Through other indicators such as the tourism unemployment rate which held strong in March, there is hope that momentum is building toward sector recovery.
Report on Global Recovery of Business Events
The International Association of Convention Centres (AIPC), the International Congress and Convention Association (ICCA) and the Global Association of the Exhibition Industry (UFI) launched a new policy White Paper supporting Business Events recovery called: Business Events are the Fast Track to Recovery.
The report supports advocacy efforts of the business events industry by highlighting the value and importance of the business events industry and gives examples of what governments and policymakers around the world are doing to support the return of events.
The International Association of Convention Centres (AIPC), the International Congress and Convention Association (ICCA) and the Global Association of the Exhibition Industry (UFI) launched a new policy White Paper supporting Business Events recovery called: Business Events are the Fast Track to Recovery.
The report supports advocacy efforts of the business events industry by highlighting the value and importance of the business events industry and gives examples of what governments and policymakers around the world are doing to support the return of events.
Skift Megatrends 2022 Report
Skift has published a forecast of the top trends that will define the travel industry in 2022. It provides an optimistic outlook for recovery of international travel by 2024. Other key trends revolve around community, ruralization, mobility and climate.
Skift has published a forecast of the top trends that will define the travel industry in 2022. It provides an optimistic outlook for recovery of international travel by 2024. Other key trends revolve around community, ruralization, mobility and climate.
Global Survey on Perspectives of Service Delivery & Traveller Priorities Report | Tourism HR Canada
Tourism HR Canada released a report that provides insight to the current perspectives of the service delivery in Canada and how the travel and tourism industry should prepare itself for the future. The report concluded that, as the visitor economy gradually recovers from the COVID crisis, addressing service disruptions will need to be balanced against safety and price sensitivity.
Tourism HR Canada released a report that provides insight to the current perspectives of the service delivery in Canada and how the travel and tourism industry should prepare itself for the future.
The report concluded that, as the visitor economy gradually recovers from the COVID crisis, addressing service disruptions will need to be balanced against safety and price sensitivity.
The following is a summary of the findings:
While many developed destinations consider themselves to be at the tail end of the COVID 19 pandemic, with vaccine rollouts now well underway, the disruption to the value chain as a whole is far from over.
According to current projections, the tourism industry in Canada is not expected to recover to 2019 levels until 2025.
With this challenge in mind, tourism businesses will need to prioritize and allocate their resources effectively to ensure they are able to develop their products and services to adapt to the new normal while still delivering quality in line with what travellers value.
Broadly speaking, the overall visitor experience remains the most important concern for international travellers in selecting a destination to travel to (unsurprisingly as this encompasses a range of factors).
Quality service is second only to the overall visitor experience in this regard and thus will be of paramount importance in destination recovery efforts.
Quality of service is particularly valuable to the lucrative Chinese market to which international destinations will have to appeal to thrive in the new global travel market in the years to come.
However, health and safety concerns (particularly in Britain and Australia) and price and affordability are also major concerns. Price and affordability is somewhat prioritized across destinations and this is likely driven by post COVID price sensitivity among travellers.
In terms of the impact of service disruption on destination selection, Canada performs well relative to other destinations, with travellers reporting relatively low impact particularly in the USA, South Korea, France and Germany.
China, however, is an exception to this, placing Canada as being most impacted by potential service disruption in terms of destination selection. China is also one of the few countries to consider service disruption in Canada more serious than at home.
New Destination Canada Report Identifies Top Drivers & Recovery Trends for Tourism Sector
Destination Canada released a new report, Tourism’s Big Shift: Key Trends Shaping the Future of Canada’s Tourism Industry. The report identifies the key trends that will have the greatest impact on the travel and tourism industry in Canada in the next one to three years and beyond.
Destination Canada released a new report, Tourism’s Big Shift: Key Trends Shaping the Future of Canada’s Tourism Industry. The report identifies the key trends that will have the greatest impact on the travel and tourism industry in Canada in the next one to three years and beyond.
With more than 20 months of the COVID-19 pandemic behind us, some of the potential long-term effects are becoming clearer while others are still emerging. Developing a collective understanding of these changes in the tourism industry and in consumer behaviours, as well as their potential implications, is key to the industry’s recovery. This new analysis of trends will help Destination Canada, and the wider tourism industry, adjust strategic areas of focus, mitigate risk, and maximize market opportunities helping our sector emerge stronger and more resilient.
For industry partners, tourism businesses and operators across the country, this trends analysis will also help inform their strategies and understand the key immediate changes anticipated as well as, the longer-term implications.
In short, in the next couple of years, travel and tourism will be more local and domestic, focusing principally on leisure travellers, facing increased competition, adapting to a digitalized society and continuously evolving.