The US is Canada's largest tourism market, with spending exceeding 2019 levels in 2023 and visitor volumes expected to fully recover by 2025. Projections show spending reaching 139% of 2019 levels by 2025, and 16 million US visitors by 2026, generating $16.7 billion. Canada targets three key US segments: Refined Globetrotters, Outdoor Explorers, and Culture Seekers, aligning with its diverse product offerings.

The Canadian Tourism Data Collective's September 2024 release enhances its centralized platform with a new Knowledge Centre, improved data filtering, and French content. It updates the Tourism Outlook, introduces City Estimates CSV for Lodging Aligned Spend Reporting (LASR) with future predictive analytics, and launches the Global Traveller Research Program (GTRP). A preview of the Wealth & Wellbeing Index's Employment page is also included, alongside ongoing maintenance for Tourism Performance Indicators.

Germany is Europe's largest travel market, driven by a passion for international exploration and cultural discovery. German travelers prefer longer, nature-based trips that offer learning and connection. They seek secure, welcoming, and authentic experiences, valuing independence and personal resonance over popularity, often avoiding crowds.

France Market Profiles reveal French travelers seek meaningful, authentic, and culturally rich experiences, desiring to unwind in new settings. The document details various segments like Outdoor Explorers and Culture Seekers, outlining their motivations, activities, demographics, and planning habits. Canada is presented as a desired destination for these diverse French traveler types.

Japanese travelers seek destinations offering a blend of relaxation, excitement, dynamic culture, and local immersion. They prefer developed infrastructure, luxury experiences (dining, shopping, wellness), and a mix of cuisine, overnight stays, and cultural attractions. The document profiles various segments of Japanese travelers, detailing their motivations and activity preferences, with Canada being a target destination, particularly for its natural beauty and urban centers.

Mexican travelers are a fast-growing market, prioritizing family, fun, relaxation, and cultural learning experiences. They seek safe, well-known, and trendy destinations, showing strong interest in family-focused attractions, nightlife, and guided tours. This research focuses on higher socio-economic tiers (A, B, C+).

Canada's Q4 2023 tourism saw strong recovery: total spend exceeded pre-pandemic levels (108% of 2019), led by domestic tourism (110%) and recovering international spend (103%). International visitation reached 83% of 2019 levels, with sustained interest in Canada. While tourism employment and business activity lag slightly, air connectivity and hotel occupancy show robust recovery.

Canada's Q4 2024 tourism revenue hit $27.3B, 124% of pre-pandemic levels, with both domestic and international spend surpassing 2019. International visitation recovered to 90% of 2019 levels (19.9M visitors), though the pace slowed in H2. Canada is a top recommended destination globally. Tourism employment and active businesses are near or above pre-pandemic levels, with hotel occupancy at 61%.

This Destination Canada report reveals 47.8M US travelers have immediate potential to visit Canada in the next 2 years. Key attractions include safety, natural beauty, local cuisine, and authentic Indigenous cultural experiences. While summer is popular, spring and fall also draw visitors. Travelers prioritize supporting local communities and are increasingly concerned about extreme weather's impact on their plans.

Germany is a top market for Canadian tourism, with spending projected to recover to 2019 levels by 2025 and visitation by 2028. By 2026, Canada anticipates 362,700 German visitors spending $892M. Key segments include "Refined Globetrotters" (seeking luxury, culture) and "Outdoor Explorers" (seeking nature, adventure). The strong Euro enhances Canada's value. The industry aims to reinforce Canada's welcoming image amid potential disruptions.