1. Outbound Canada Travel Trends & Trip Intentions
Jennifer Hendry
Senior Research Associate
Canadian Tourism Research Institute

2. Canada: Total Outbound Leisure Trips (‘000 of outbound leisure trips, all destinations)
3.6% CARG
Source: Statistics Canada, CBoC

3. Annual Leisure Visits to the U.S.
Leisure visits to the U.S. grew from 10.6 million in 2004 to 18.3 million in 2014.
CARG 2.1%
Source: Statistics Canada, CBoC

4. Seniors will out number children by 2017
Source: Statistics Canada, CBoC

5. U.S. Leisure Trips by Age Group
The older Canadians get, the more likely they are to visit the U.S. when travelling outbound for leisure purposes.

6. Share of Trips by Air to U. S. Growing (% share of trips to U. S
Share of Trips by Air to U.S. Growing (% share of trips to U.S. from Canada by mode)
Source: Statistics Canada, CBoC

7. Canadian Travel to Massachusetts and other Northeast States

8. Direct Arrivals at Logan International
4.7% CARG ( )
Source: US BTS; CBoC forecast from October 2014 through 2016

9. Canadian Visits to Massachusetts (thousands of overnight visits each year)

10. Overnight Trips to the Northeast % growth 2003 to 2013
Sources: Statistics Canada and CBoC.

11. Modest Economic Growth in Main Source Markets
Source: CBoC forecast

12. Canada’s Population is Aging
% change in population (2019 vs 2014)
Canada ON QC
under 15
6.6%
3.9%
8.2%
15-24
-5.3%
-4.7%
-10.3%
25-34
5.3%
7.9%
3.0%
35-44
3.8%
-0.6%
10.7%
45-54
-7.1%
-10.4%
55-64
11.7%
15.0%
7.5%
65+
20.3%
20.6%
17.8%
The share of Canada’s population aged 55+ is increasing dramatically.
Between 2014 and 2019, the proportion of Canadians aged will increase 12%, while the share of people aged 65 and older will increase 20%.
In Ontario, the proportion of residents aged will increase 15% in Ontario and 8% in Quebec
The proportion of people aged 65+ will increase significantly in both ON (+21%) and QC (18%)
Source: November 2014 CBoC forecast.

13. Short Duration Visits, but High Spending
Source: Statistics Canada and CBoC
Average duration (overnight trips): 2.3 nights
Average spend/visit: $515 CAD
$118 per night/per person when visiting Massachusetts

14. High Income Canadians Key Travel Market
Of Canadians who have visited the Northeast United States in the past three years, 42% have a household income of $100,000 or more.
Source: PMB 2015

15. Opportunities for Massachusetts Travel & Tourism

16. Activity Based Segments
Luxurious Adventurer
38% have travelled to NE States in past 2 years
1.6m in Toronto and 1m in Montreal
luxury accommodation and quality restaurants are a priority
Technos
43% have travelled to NE States in past 2 years
Internet is their source of information
2.1m in Toronto, 1m in Montreal
Connected while “out and about” at sports events, other attractions
Ambitious & Educated
One-quarter live in Montreal
Fashion is important, avid shoppers
Just as likely to attend a sports event as visit a museum
Cultured
& Active
Avid readers, magazine subscribers
Festivals and events, gastronomy, heritage and culture
One-quarter have taken 6+ outbound trips/year
1.2 million in Toronto alone

17. In a Nutshell… Canada boasts a strong outbound travel market
Massachusetts has performed better than other NE states and is positioned well
New capacity supporting growth in air travel
Key geographic markets include Toronto (air) and Montreal (auto)
Aging population
Weekend getaways, high yield markets
Activity based segments

18. Canadian Tourism Research Institute
Outbound Canada
Jennifer Hendry
Senior Research Associate