The 2023 report reveals Canada as the 4th most considered destination for Australian long-haul travelers, with 3.4 million potential visitors in two years. Summer is the preferred season, with top activities including local cuisine, nature, and hiking. Over half prioritize sustainable travel, and two-thirds are concerned about extreme weather. Many travelers use agents for bookings and visit with partners or friends.

The 2023 Global Traveller Research Program highlights Canada as 3rd in unaided consideration for German travelers, with 6.3 million potential visitors in the next 2 years. Preferred travel seasons are Summer, Fall, and Spring. Germans seek outdoor experiences (beaches, nature walks) and show high interest in Indigenous culture (food, nature adventures). Most travel with a spouse/partner or family. Sustainability is a priority for 42%, and 49% are concerned about extreme weather impacting travel plans.

The 2023 Global Traveller Research Program's US Highlights Report identifies Canada as a leading international destination for Americans, with 53.6 million potential visitors in the next two years. Summer is the preferred travel time, and travelers show high interest in unique local experiences, natural attractions, and Indigenous culture (food, sites, adventures). Most past trips were with companions. British Columbia and Ontario are top regions. Sustainable travel is a priority, and extreme weather events impact travel plans. Travel agents are commonly used for bookings.

The 2023 China Highlights Report identifies Canada's immediate potential for 19.1 million Chinese travelers. They prefer Spring/Summer trips, focusing on nature walks, beaches, local dining, and Indigenous cultural activities. Travelers are highly sustainability-minded, concerned about extreme weather, and frequently use travel agents or group tours for bookings. Top destinations include Toronto, Vancouver, and Niagara Falls.

Canada is the second most favored destination for French travelers, with 6.9 million potential visitors in the next two years. They prefer Summer/Fall trips, with Québec being a popular winter destination. French travelers are interested in outdoor activities (nature walks, beaches, parks), local markets, and engaging with Indigenous culture. Most travel with a spouse/partner. 69% are concerned about extreme weather impacts on travel plans. 44% used travel agents for past trips, mainly for booking flights and accommodations.

This 2023 report highlights Canada's appeal to Mexican long-haul travelers, with 7.4 million immediate potential visitors in the next two years. Key interests include nature, local cuisine, Indigenous experiences, and museums. While Quebec and Ontario see summer-skewed traffic, BC is more even. Sustainability is a high priority (74%), and 83% are concerned about extreme weather, with 27% having changed travel plans due to it. Travel agents are frequently used for bookings.

The 2024 Global Traveller Research Program highlights Canada's strong appeal to Mexican travelers, with 7.5M potential visitors in the next two years, ranking second in unaided consideration after the US. Travelers seek safety, relaxation, and family-friendly experiences, with high interest in nature (beaches, walks) and Indigenous culture (69%). Summer is preferred, but Quebec is popular in winter. Sustainability and extreme weather concerns significantly impact travel decisions.

This report highlights Canada's strong appeal to Australian travelers, with 3.7M immediate potential. Key drivers include safety, relaxation, budget, local cuisine, nature, and natural attractions. Summer is the preferred travel season, but Fall/Spring also draw interest. There's high interest in Indigenous culture (54%), driven by authenticity and accessibility. Nearly one-fifth of Australian travelers are actively planning a trip to Canada, and 73% are concerned about extreme weather impacting travel. Many used travel agents for holiday bookings.

The 2024 Global Traveller Research Program's China Highlights Report reveals Canada is a leading destination for Chinese travelers, with 18.8M immediate potential. They favor summer/fall trips, seeking nature, beaches, and local cuisine. High interest exists in Indigenous culture, driven by safety and cultural significance. While Canada's unaided consideration is low, 2 in 10 are actively planning trips. Extreme weather concerns impact 77% of travel plans. Recent trips were mainly holidays, booked via travel agents, using mobile payments.

Canada is a top destination for French travelers, with 7.1M potential visitors in 2 years, especially Quebec. Summer is preferred, with high interest in nature, beaches, and local markets. French travelers show strong interest in Indigenous culture, valuing safety, authenticity, and cultural significance. Sustainability efforts (conservation, welcoming communities, cultural impact) and extreme weather concerns significantly influence their travel decisions. Past trips to Canada were primarily holidays, driven by desire to visit and safety.