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Navigate: Summer 2012 – New directions in tourism, hospitality and leisure

Gain insight into Canadian travel intentions and upcoming tourism trends


Tourism, hospitality and leisure trends for summer 2012


What is the current state of Canada’s tourism industry? Do food and beverage offerings influence Canadian travellers when choosing a vacation destination? Gain insight into industry trends in Deloitte’s summer edition of Navigate.

As a follow-up to last year’s winter edition, Navigate: Summer 2012 also delves into new topics including culinary tourism, food and beverage trends and the success of Newfoundland and Labrador’s tourism marketing campaign. We also profile one of the top world-wide travel destinations: Germany.

Navigate is a semi-annual publication developed in association with the Tourism Industry Association of Canada which examines, among other things, travel intentions for the coming year.

Highlights from this report:

  • Canada continues to see growth from emerging markets, with a significant increase in arrivals from China
  • Travel within Canada is trending positively for personal vacation and business travel
  • Approximately 35% of Canadian travellers surveyed indicate that they would travel primarily for culinary purposes and over 50% consider food and beverage (F&B) offerings in narrowing down their destination choices
  • Notably, younger Canadian travellers (age 25 to 34) are most influenced by a vacation destination based on its F&B offerings
  • In 2010, Germany ranked sixth in tourism receipts and eighth in tourist arrivals; it now ranks in the top 10 of 50 world-wide travel destinations

Download the full report to learn more.

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