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, Europe's largest travel market, shows travelers prioritize international exploration, cultural discovery, and nature-based activities. They seek authentic, independent, and secure experiences, valuing welcoming atmospheres over crowded destinations. German travelers prefer longer trips that offer learning and connection with new environments, emphasizing authenticity over popularity. The document profiles various traveler segments.

French travelers seek authentic, meaningful, and culturally rich experiences, valuing nature, local economies, and unwinding in new settings. They often prefer quiet, off-the-beaten-path destinations. Key segments include Outdoor Explorers, Culture Seekers, and Purpose Driven Families, showing interest in Canada for its guided tours, winter sports, and cultural attractions.

This document profiles the Japanese travel market, revealing that travelers seek destinations offering a blend of escape, excitement, and cultural immersion for relaxation and a break from busy routines. It details various traveler segments, including Outdoor Explorers and Culture Seekers, outlining their preferences, motivations, and travel behaviors. The document also provides a guide on how to interpret its market data and segment profiles.

Mexican travelers are a fast-growing market, prioritizing family-focused exploration, cultural immersion, and learning experiences. They seek fun, relaxation, and memorable moments in safe, well-known, and trendy destinations. Travel often aligns with school holidays, with key segments including Outdoor Explorers, Culture Seekers, Purpose Driven Families, and Fun & Sun Families.

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.