… 68.1% 17.4% 4.1% 4.7% 3.6% 2.9% 2.4% 2.2% 2.0% Overnight visits 116,578,853 115,811,406 57,764,885 72,523,244 … 124,995,163 126,572,086 128,785,583 131,552,251 Overnight visits, annual growth -0.7% -50.1% 25.5% 42.9% 11.3% 2.5% …

The 2023 Global Traveller Research Program highlights South Korean travelers' interest in Canada, projecting 8.2 million visitors in the next two years. Key interests include local cuisine, nature walks, natural attractions, and Indigenous culinary/nature/arts experiences, with Fall being a popular season. Distance and cost are top barriers. Most past travelers visited with a spouse and used travel agents for booking. Québec, Ontario, and British Columbia are the most likely provinces to be visited.

Canada's tourism sector is recovering strongly, with spending surpassing pre-COVID levels in 2023. However, capacity constraints (accommodation, workforce, air access) limit its full potential. A "transformational path" is proposed to unlock an additional $20 billion annually by 2030, reaching $160 billion, through strategic shifts in demand and addressing supply issues. This transformation aims for significant economic benefits and sustainable growth.

The following data provides a breakdown of past travel behaviour of Canadian travellers, future travel intentions, and likely type of future trips within Canada or internationally.

Destination Canada's "Tourism's Wealth & Wellbeing Index" introduces a new comprehensive framework to measure tourism's impact in Canadian communities. It moves beyond traditional economic metrics to include social, cultural, and environmental factors, using six sub-indices: Economy, Employment, Enablement, Environment, Engagement, and Experience. The index aims to foster sustainable growth, inclusivity, and community enrichment, providing insights for a regenerative tourism future across Canada.

Canadian travel and tourism generated $124.4B in revenue in 2023, exceeding pre-pandemic levels. This activity created a total economic impact of $252.2B, supported 1.1M jobs, and contributed $50.9B in tax revenues. Destination Canada's marketing efforts generated $1.6B in incremental visitor spending, yielding $23.85 in total economic impact for every $1.00 invested. International tourism is a vital service export for Canada.

Canadian travel and tourism generated $124.4B in revenue in 2023, with a total economic impact of $252.2B, supporting 1.1M jobs and $50.9B in taxes. Destination Canada's marketing efforts yielded $1.6B in incremental visitor spending, leading to a $3.2B total economic impact. For every $1 invested, Destination Canada generated $23.85 in total economic impact, highlighting tourism's vital role and strong ROI for the Canadian economy.

This Generative AI Search Playbook provides a three-phase guide for optimizing online presence for AI search engines (Generative Engine Optimization - GEO). Phase 1 focuses on building a strong website foundation through SEO basics and structured data. Phase 2 emphasizes partnerships, backlinks, and reputation management for trustworthiness. Phase 3 covers creating advanced, AI-friendly content (e.g., LLMS.txt, specific questions) and measuring success via AI mentions and visibility. The goal is to ensure content is easily found, understood, and utilized by generative AI for summarized answers.

This document profiles the influential US travel market, categorizing American travelers into distinct segments like Outdoor Explorers, Culture Seekers, and Fun & Sun Families. It details their diverse motivations (leisure, cultural immersion, rejuvenation), preferences, and behaviors, including their interest in Canada, to inform targeted tourism strategies.

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.