LASR (Lodging Aligned Spend Reporting) combines lodging data, StatCan's Tourism Satellite Accounts, and transaction data to create timely and consistent data on tourism spending in Canada. Explore spending trends across various levels, from city to national, based on industry's best estimates, and gain detailed insights into market origins and spending categories.

Designed for tourism industry stakeholders and Canadians who want to understand the future trajectory of growth for Canada’s tourism industry, it’s an online visualization of the projected growth of tourism spending and visitation.

Created in collaboration with Tourism Economics, Destination Canada’s Tourism Outlook model forecasts future tourism visitation and spending driven by domestic and international travel. 

The UK is a key market for Destination Canada. UK traveler spending surpassed 2019 levels in 2023, with full recovery expected by 2026 and spending reaching 121% of 2019 levels by 2025. The strong British Pound aids this. By 2026, Canada anticipates 875,400 UK visitors spending $1.9B. "Refined Globetrotters" and "Outdoor Explorers" are key segments, presenting significant economic opportunities for the tourism industry.

South Korea is vital for Canada's tourism recovery. Spending is projected to reach 2019 levels by 2026 ($478M from 205K visitors), with visitation recovering by 2030. Key segments include "Refined Globetrotters" (seeking luxury, high spend) and "Outdoor Explorers" (adventure-focused). Popular regions are BC, ON, QC. Travel agents are frequently used for booking and research.

Australia is a critical market for Canada. Spending recovered to 2019 levels in 2023 ($820M), but full visitor volume recovery is projected by 2029. Economic factors and potential 2025 disruption are noted. Two priority segments, "Refined Globetrotters" and "Outdoor Explorers," are crucial, seeking luxury/unique experiences and adventure/nature, respectively, driving significant spend and visitation.

Canada's Q4 2023 tourism saw strong recovery: total spend exceeded pre-pandemic levels (108% of 2019), led by domestic tourism (110%) and recovering international spend (103%). International visitation reached 83% of 2019 levels, with sustained interest in Canada. While tourism employment and business activity lag slightly, air connectivity and hotel occupancy show robust recovery.

Canada's Q1 2024 tourism saw total spend exceed pre-pandemic levels (115% of 2019), driven by strong domestic spending (121%). International visitation reached 96% of 2019 levels (US 97%, non-US 92%). Canada is a top destination for Americans' next flight vacation and ranked top 3 in key markets like the UK, France, Germany, and Australia, highlighting its robust recovery and appeal.

The US is Canada's largest tourism market, with spending exceeding 2019 levels in 2023 and visitor volumes expected to fully recover by 2025. Projections show spending reaching 139% of 2019 levels by 2025, and 16 million US visitors by 2026, generating $16.7 billion. Canada targets three key US segments: Refined Globetrotters, Outdoor Explorers, and Culture Seekers, aligning with its diverse product offerings.

China's tourism recovery to Canada is progressing, with spending showing the largest YoY growth in 2024 and expected to reach 2019 levels by 2026. China is projected to become a top international market, with full visitor volume recovery by 2027. In 2026, Canada anticipates 653,400 Chinese visitors and $2.6 billion in spending. Key segments include "Refined Globetrotters" (seeking luxury and unique experiences) and "Outdoor Explorers" (seeking adventure and nature).