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Outbound CanadaTravel Trends & Trip Intentions
Jennifer HendrySenior Research AssociateCanadian Tourism Research Institute
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Canada: Total Outbound Leisure Trips(‘000 of outbound leisure trips, all destinations)
3.6% CARG
Source: Statistics Canada, CBoC
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Annual Leisure Visits to the U.S.
Source: Statistics Canada, CBoC
CARG 2.1% 2014-2018
Leisure visits to the U.S. grew from 10.6 million in 2004 to
18.3 million in 2014.
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U.S. Leisure Trips by Age Group
The older Canadians get, the more likely they are to visit the U.S. when travelling outbound for leisure purposes.
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Share of Trips by Air to U.S. Growing(% share of trips to U.S. from Canada by mode)
Source: Statistics Canada, CBoC
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Direct Arrivals at Logan International
Source: US BTS; CBoC forecast from October 2014 through 2016
4.7% CARG (2013-2016)
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Overnight Trips to the Northeast % growth 2003 to 2013
Sources: Statistics Canada and CBoC.
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Canada’s Population is Aging
• The share of Canada’s population aged 55+ is increasing dramatically.
• Between 2014 and 2019, the proportion of Canadians aged 55-64 will increase 12%, while the share of people aged 65 and older will increase 20%.
• In Ontario, the proportion of residents aged 55-64 will increase 15% in Ontario and 8% in Quebec
• The proportion of people aged 65+ will increase significantly in both ON (+21%) and QC (18%)
Source: November 2014 CBoC forecast.
% change in population (2019 vs 2014)
Canada ON QC
under 15 6.6% 3.9% 8.2%
15-24 -5.3% -4.7% -10.3%
25-34 5.3% 7.9% 3.0%
35-44 3.8% -0.6% 10.7%
45-54 -7.1% -7.1% -10.4%
55-64 11.7% 15.0% 7.5%
65+ 20.3% 20.6% 17.8%
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Short Duration Visits, but High Spending
Average duration (overnight trips): 2.3 nights Average spend/visit: $515 CAD
• $118 per night/per person when visiting Massachusetts
Source: Statistics Canada and CBoC
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Luxurious Adventurer
– 38% have travelled to NE States in past 2 years– 1.6m in Toronto and 1m in Montreal– luxury accommodation and quality restaurants are a priority
Technos
– 43% have travelled to NE States in past 2 years– Internet is their source of information– 2.1m in Toronto, 1m in Montreal– Connected while “out and about” at sports events, other attractions
Ambitious & Educated
– One-quarter live in Montreal– Fashion is important, avid shoppers– Just as likely to attend a sports event as visit a museum
Cultured & Active
– Avid readers, magazine subscribers– Festivals and events, gastronomy, heritage and culture– One-quarter have taken 6+ outbound trips/year– 1.2 million in Toronto alone
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In a Nutshell…
• Canada boasts a strong outbound travel market• Massachusetts has performed better than other
NE states and is positioned well– New capacity supporting growth in air travel– Key geographic markets include Toronto (air) and
Montreal (auto)– Aging population– Weekend getaways, high yield markets– Activity based segments
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Canadian Tourism Research Institute
Outbound Canada
Jennifer HendrySenior Research Associate