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New trends in Canadian tourism

Where and how do Canadians intend to travel over the next twelve months? Get insights in our summer 2011 edition of Navigate

New trends in Canadian tourism


What are the travel intentions of Canadians over the next year? Will they choose to travel abroad or will they stay within our borders? What is the outlook for business travel? Which demographic is travelling the most and how are they booking their vacations? Discover answers to these questions and more in the summer 2011 edition of Navigate—New directions in tourism, hospitality and leisure.


As a much anticipated follow-up to our 2010 winter report, Deloitte, in association with the Tourism Industry Association of Canada (TIAC) and Ipsos Reid, examine travel intentions for the coming year. This report also features special insight from the fourth year business students at George Brown’s Hospitality Operations Management program on the growing influence of the youth travel market, those aged 18 to 24

Highlights of the report include:

  • Youth are the most eager travel segment: The youth travel segment stated that they are more eager to travel relative to other age segments surveyed, while also stating that travel is one of the most important things in their lives.
  • Youth stay connected while travelling: The Internet remains the number one channel for booking vacations, with 61% of youth booking their travel online. While travelling, close to 72% of youth respondents use their mobile devices to communicate with friends via texting or chat, versus 68%, who use their mobile device to call home.
  • Canadians are planning to stay closer to home: 41% of respondents indicated that they are more likely than last year to travel within Canada.
  • “Blended travel” is on the rise: Many business travellers are adding personal and leisure activities while travelling for work. Nearly 70% of travellers surveyed add on a personal day to a business trip, while the majority of respondents stated that they also take a friend or spouse along.

Learn more and download the full report today.

Relevant Industries

Consumer business
Tourism & transportation

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