Destination Canada: USA Global Tourism Watch

2017 United States Public Summary Report

Read the Full Report Here: 2017 Destination Canada USA Public Summary Report

Key Highlights Include:

Market Potential:

• The immediate potential market has increased from the previous year: 53.0 million travellers are definitely or very likely to visit Canada in the next 2 years (versus 47.6 million in 2016).

• The international outlook for US travellers continues to soften, while the outlook for domestic travel, both within and beyond state of residence, has seen significant increases.

Competitive Environment:

• Domestic destinations continue to dominate on an unaided basis, spurred by increases for California.

• Canada has jumped 2 spots to 7th in terms of aided mentions due to significant declines in mentions for New England and the Midwest.

• Travellers from New York are among the most likely to mention Canada on both an unaided and aided basis.

Path-to-Purchase:

• New Yorkers and travellers aged 25-44 are among the most likely to be actively planning a trip to Canada.

• Canada’s performance is no longer below average at converting US travellers between the creating a movie and itinerary planning stages.

• Additional focus could be placed on moving travellers from the consideration phase to creating a vacation movie, where conversion is weakest.

Destinations: 

• There are several significant downward shifts in likelihood to visit in 2017, including with BC’s Rocky Mountains, Edmonton, Fredericton, other PEI regions, and the Prairie provinces (including Churchill, Regina, and other regions within Saskatchewan).

• Montreal saw a significant decline in 2017 for most appealing destination

Vacation Activities:

• Natural attractions, Northern lights, historical sites, cruises, nature parks, trying local food and drink, and wildlife viewing are the top trip anchor activities for US travellers.

• Popular activities that Canada could better promote to US travellers: Northern lights, food and drink festivals, cruises, canoeing/kayaking/paddle boarding, amusement parks, and fall colours.

Barriers:

• Cost remains the primary deterrent to visiting Canada. Mentions of inclement weather have fallen significantly.

• Not enough time to take a vacation is the 2nd most frequently mentioned barrier among those at both the evaluation (gathering information or planning a visit) and consideration stages.

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

Expedia’s 2018 Year in Review Trends Report

Read the Full Report Here 

Based on Expedia flight data, the following cities all saw an increase in U.S. visitors of at least 40% in 2018, compared to the year prior.

• Barcelona, Spain

• Victoria, B.C., Canada

• Alexandria, Virginia, USA

• Valencia, Spain

• Vientiane, Laos

• George’s, Bermuda

• Mykonos, Greece

• Azores, Portugal

• Kenai, Alaska

• Inverness, Scotland

Novelty reigns supreme when it comes to accommodation type

Travelers are increasingly interested in staying somewhere novel or unique during their getaways. “Tentalows” (a cross between a tent and a bungalow, usually outfitted with plumbing and other modern-day comforts), agritourism properties (think farms, ranches, etc.), castles and chalets all saw increased demand this year.

For more research information by Expedia, visit: https://advertising.expedia.com/

For more research information by TOTA, Visit us online at: https://totabc.org/research/

TOTA Receives Second Major International Award This Year For Leadership In Sustainable Tourism

NEWS RELEASE
For Immediate Release
September 24, 2018

Montego Bay, JAMAICA

The Thompson Okanagan Tourism Association (TOTA) has been awarded North America’s Responsible Tourism Award 2018 at the 25th Annual World Travel Awards. The Awards Gala, which was hosted in Montego Bay this past weekend, is highly regarded as one of the most important hospitality events of the year, with government officials, industry leaders, and international media in attendance.

Frank Antoine (TOTA Chair) and Glenn Mandziuk (TOTA President & CEO) with the award for North America’s Responsible Tourism 2018

The World Travel Awards is a renowned global initiative, founded in 1993, that celebrates distinction and recognizes collective success in the travel and tourism industry. Throughout the past 26 years, the coveted Awards have grown to set the benchmark for excellence across the globe.

This recognition comes on the heels of another international accolade, with TOTA taking home the Tourism for Tomorrow Destination Award at the World Tourism and Travel Council’s Global Summit in Argentina earlier this year.

“We are so very honoured to be receiving this international award for the work we are doing in this important area of tourism management”, said Glenn Mandziuk, President and CEO of TOTA. “This recognition does not come without a great deal of effort and collaboration from industry, communities and partners who have come together with a common belief in the critical nature of protecting our economic, environmental, cultural and social systems for future generations”.

TOTA’s commitment to sustainability was established in 2012, when the region’s 10-Year Regional Tourism Strategy, “Embracing Our Potential,” was completed. The strategy, the first of its kind in North America, was officially endorsed by the 90 communities and hamlets, and 33 Indigenous communities in the region, and has provided the roadmap for tourism development since then.

In 2017, the Thompson Okanagan Region was officially certified as the first destination in the Americas to have successfully achieved the Biosphere Sustainable Tourism Destination accreditation from the Responsible Tourism Institute, an international accreditation body that is affiliated to the World Tourism Organization and is a member of the Global Sustainable Tourism Council.

TOTA has also been nominated for the prestigious World’s Responsible Tourism Award 2018, which will be awarded in Portugal on December 1, 2018. Voting is now open and can be found on the World Travel Awards website.

Destination BC: Thompson Okanagan Regional Profile (2017)

Read the Full Profile Here: Thompson Okanagan Regional Profile (2017)

The Thompson Okanagan Regional Profile summarizes tourism indicators and provides a general overview of the area. The most recent annual data are presented including visitor volume, accommodation and transportation indicators, and information about seasonality and activities.

Top Markets for the Thompson Okanagan
BC residents make up the largest share of overnight visitation (61%) and spending (44%) in
the Thompson Okanagan region. Alberta residents make up the second largest share of overnight visitation (19%) and spending (28%).

Trip Characteristics by Origin

The Thompson Okanagan received 3,721,000 overnight visits in 2014 and generated over $1.4 billion in related spending. Domestic overnight travellers accounted for 85% of visitation and 83% of related spending. International travellers accounted for 15% and 17%, respectively.

On average, travellers to the Thompson Okanagan region stayed 3.6 nights and spent $105 per night. BC travellers stayed 3.0 nights and spent $90 per night during their trip. Other Canadian travellers stayed 4.9 nights and spent $123 per night.

Overnight vs. Same-Day Travel

Same-day travel encompasses travellers who enter and leave a destination (i.e. region) in less than 24 hours. Same-day travellers accounted for 56% of visitor volume and 19% of visitor expenditures in the Thompson Okanagan region.

For more research information by Destination BC, Visit: https://www.destinationbc.ca/Research.aspx

For more research information by TOTA, Visit us online at: https://totabc.org/research/