The 2024 Global Traveller Research Program reveals 17.3M Canadians have immediate potential for out-of-province travel. Both out-of-province and in-province travellers prefer summer/fall, seeking nature, local food, and unique experiences. BC, Quebec, Montreal, and Banff & Lake Louise are top destinations. Cost is the main barrier. Interest in Indigenous experiences is driven by accessibility, authenticity, safety, and comfort. 69% are concerned about extreme weather impacting travel plans, and 55% expect it to impact their decisions.

The 2024 Japan Highlights Report indicates low current consideration for Canada among Japanese travelers, but a 2-year potential of 1.5M visitors. Preferred travel times are summer and fall. Travelers seek nature, local cuisine, and historical sites. Safety, comfort, and ease of travel are key motivators, especially for Indigenous experiences. Sustainability and climate concerns also influence travel decisions, with many using travel agents.

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.

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.

This report highlights UK traveller interest in Canada, projecting 3.7M potential visitors in the next 2 years, with 1 in 10 actively planning trips. Summer and Fall are preferred travel times. Key attractions include local cuisine, natural sites, and Indigenous culture, driven by safety and authenticity. Travellers prioritize sustainability (local culture, conservation, economy support) and are concerned about extreme weather impacts on travel decisions.

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.

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.

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.

This report highlights Canada as a leading destination for German travelers, with 5.7 million potential visitors in the next two years. Summer and Fall are preferred, with strong interest in nature (beaches, walks) and Indigenous culture, driven by safety and cultural significance. Key concerns include local culture impact, overcrowding, and extreme weather, which affects 54% of future travel decisions. Travel agents are frequently used for bookings.

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.