Canadian Travelers

Market size

Canada is by far the leading travel market for the US. Of the 24 million visits Canadians made to other countries in 2006, 16 million (66%) came to the US (TIA 2007). Overall visitation to the US by Canadian travelers is expected to increase by a measure of 40% by 2026. Travel expenditures from inbound Canadian tourists grew substantially from 2004 to 2007 (16%, 10%, 5%, and 13% respectively), and are predicted to continue this upward trend as long as the Canadian economy remains robust (U.S. Department of Commerce 2007). 

Demographics

• Age: The average Canadian traveler is 43.4 years of age.
• Income: Average annual income is roughly $55,000 a year (CA$)
• Education: On average, they have completed at least some amount of post-secondary education (CTC, 2001).
• Travel Party: Only one-third (35%) of these travelers have children and one-third (36%) have traveled to the US in the past 2 years.

Travel

• Frequently Visited States: The most frequently visited US destinations for Canadian travelers include New York (33.1%), California (21.7%), and Florida (19.6%).
• The "West North Central" region (including Minnesota) receives roughly 2.1% of the country's market share (ITA 2007 States & Cities). Though modest, this represents a 30% increase in travel to the West North Central region since 2006.

Canadian travelers to MN

• Point of Origin:  Nearly half of all Canadian visitors to MN are from Ontario (49%), with an additional two-fifths (39%) coming from Manitoba (ITA 2006). Minnesota is the destination for nearly a quarter (24.8%) of all Manitobans who travel to the US. The proximity of these two provinces to Minnesota may help explain the disproportionate amount of Canadian travelers who come to Minnesota by automobile (80%).
• Overnight Travelers:  Canadians traveling to Minnesota tend to stay fewer nights (2.4) than those traveling to other US destinations (5.4). Nearly two-thirds (62%) stay in Minnesota for two to six nights, while another third (35%) stay for only a single night (ITA, 2006). While visitation to Minnesota increased 4% from 2005 to 2006, the total number of visitor nights decreased by 11%, and the average nights stayed per visit dropped by 14%. This may indicate a trend for visitors to make more numerous, yet shorter, trips to the region. Indeed, the trend seems consistent for Canadian travelers to all US destinations, as the total number of visitor nights increased (1.9%) while average nights per visit decreased (3.6%). 
• Visitor Spending:  Visitor spending increased from 2005 to 2006 in regards to total visitor spending (26%) and average daily spending per visitor (47%). While these increases are substantial, the average Canadian traveler to Minnesota still spends nearly $280 less than travelers to other US destinations (ITA 2006).

Marketing

• At the start of the century, the most effective method of marketing to tourists across all categories was in the daily newspaper (CTC 2001). However, Canada’s online travel market is growing rapidly, and it is estimated that one-third of all travel in Canada will be booked online by 2008 (TIA 2007).

Associations/ Organizations

• Canadian Tourism Commission:  For information regarding the profile of Canadian Tourists within Canada.
• Ontario Tourism with links to reports on US & Canadian tourists
  
• International Trade Administration:  A wealth of international trade/ tourism data & statistics.
      - ITA Office of Travel & Tourism Industries (OTTI): Subsidiary of the ITA with data specific to the tourism industry.
• Canadian Tourism Research Institute

Select Reports & Publications

• Canadian travel to MN 2001-2007 (.pdf)
• Top States, Cities & Regions Visited (by Canadian tourists) (.pdf). (International Trade Administration, 2007).
• Top 15 countries Canadians traveled to in 2009
• Top 15 states Canadians traveled to in 2009

Canadian Tourism in the Media

• Tourists to U.S. weigh cheap dollar with entry hassle. (Article, Canada.com; June20, 2008)
• Canadians flocking south of the border help create deficit. (Article, Times Colonist; June, 2008)
• Cross-border shopping frenzy subsides. (Article, thespec.com; June 23, 2008)
• World Travelers Flock to the United States: (Press release-International Trade Administration; April 28, 2008).
• U.S. Continues to Attract Global Visitors: (Press release- International Trade Administration; May 20, 2008).

References

International Trade Administration (ITA). (2008). United States Travel and Tourism Exports, Imports, and the Balance of Trade: 2007. Washington, D.C.: U.S. Department of Commerce.

Travel Industry Association (TIA). (2007). World and Market Analysis: Canada Market Forecast. TIA Market Forecast & Review, (3).

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