This is a best prospect industry sector for this country. Includes a market overview and trade data.
Last Published: 9/30/2019

Overview

In 2018, Canada continued to deliver the largest inbound travel market to the United States at 21.5 million visitors. Updated 2018 figures for the total share of international visitor arrivals is not yet available, but in 2017 the total share was 27%, an impressive one-quarter of total international visitor arrivals! The provinces of Ontario, British Columbia, and Québec account for the largest share of visitors to the United States.

The United States is by far the most popular international destination for Canadians. Of the 33 million overnight trips out of the country Canadians made in 2018, 64% were to the United States. Canadian visitation in 2018 increased by 4.8% in comparison to 2017. Canadians travel to the United States across all seasons and to more U.S. destinations than visitors from any other country.

Canada ranked second in travel spending in the United States at US$22.1 billion in 2018, up 3% from the previous year. The growth rate for Canadian visitation to the United States in 2019 is projected to be 4%. International travel is the United States’ largest service export, accounting for 36% of total U.S. services exports to Canada in 2018. The table below provides more detailed figures about the Canadian travel market and trends.
 

 

2015

2016

2017

2018

Domestic Travel Spend

68.7

53.8

51.5

59.5

International Travel Spend

32.9

31.4

31.1

TBD

Canadian Travel Spend in U.S.

22.7

19.1

21.4

22.1

Total Travel Spend

101.6

85.2

82.6

TBD

US$ billions / Exchange Rate:  US$1 = C$1.2957

Leading Sub-Sectors

Within the travel and tourism industry, the following sub-sectors are expected to offer the best opportunities for U.S. destinations in the Canadian market.

  • Experiential Tourism

  • Sightseeing

  • Culinary Tourism

  • Cultural Tourism

  • Sports Tourism

  • Adventure Travel

  • Cross-border Shopping

  • Meetings, Incentives, Conferences and Events Travel (MICE)

Opportunities

  • Capitalize on momentum from the 2018/19 Brand USA "America’s Musical Journey" film campaign focused on music tourism as well as Brand USA’s GoUSA TV channel.

  • As the largest and most culturally familiar travel market, Canada offers the broadest range of relatively easy travel promotion opportunities for destinations and attractions across the United States.

  • New airline routes to the United States (Air Canada, WestJet, and Porter Airlines strategic alliance with JetBlue).

  • Canada’s aging population (more are over 65 than 15 and younger). Older demographic prefers travel to the United States over other countries.

  • Baby boomers with time and money are interested in staying in the southern U.S. over the winter (the "snowbirds").

  • Evidence that destinations who offer Canadian dollar-at-par promotions or other comparable incentives reap the return on investment – maintaining/increasing Canadian visitation.

  • Capitalize on MICE travel between Canada and the United States. This niche segment of the industry generates significant annual spending.

  • Canada has a well-organized Discover America Committee that can serve as a resource for in-country promotions.

 

Major upcoming events/trade shows in Canada

IncentiveWorks (MICE)
https://www.cmeexpo.ca/#
Toronto, Ontario
August 13-14, 2019

Discover America Day (Media Marketplace)
https://discoveramericacanada.org
Toronto, Ontario
October 4, 2019

Trade and Media Event
Montréal, Québec
October 24, 2019

International Travel and Tourism Show
http://www.salontourismevoyages.com/en/
Montréal, Québec
October 25-27, 2019

Outdoor Adventure Show
https://outdooradventureshow.ca/calgary/
Calgary, Alberta
March 21-22, 2020

Web Resources

U.S. Department of Commerce, Office of Travel and Tourism Industries - http://tinet.ita.doc.gov/
Visit the USA - Discover America - https://discoveramericacanada.org/about-us/
Visit USA - http://www.visittheusa.com/

For additional information on this sector, please contact office.toronto@trade.gov; Tel: (416) 595-5412, ext. 226.

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.