Are we doing enough?
What do American travellers really think about Canada? That intriguing question is what led Deloitte’s Tourism, Hospitality & Leisure industry practice to team up with the Tourism Industry Association of Canada (TIAC) to develop Destination Canada: Are we doing enough? The United States is Canada’s single largest market. Given the steady decline of U.S. tourists venturing north over the past five years, the issues relating to Canada as a tourist destination are ripe for exploration.
Destination Canada: Are we doing enough? discusses the findings of two surveys. The first probed the opinions, perceptions and insights of the “silent generation,” baby boomers, Gen Xers and Ys about their overall impressions of Canada as a potential travel destination. The second survey was aimed at determining what new products and service offerings destination marketing organizations are developing to reverse the decline in these visitors, along with Canada’s $4.5-billion travel deficit with the United States.