Market Overview - CANADA
 
The Canadian Market at a Glance
Population: 32,600,000 million
There were 109,700 Canadian visitors to Australia in 2006, an increase of 7 per cent from the previous year.
It is forecasted that Canadian arrivals will reach 120,000 in 2007, an increase of 9%.
Arrivals from Canada are expected to perform well over the next ten years, with an average annual growth rate of 4.4 per cent through to the year 2014.
Australia makes up 2% of Canadians’ Long Haul Travel destinations.
In 2005 Canadian visitor nights (TRA IVS) increased by 1.7 per cent to 3.9 million visitor nights. Canadian visitors spent a total of 3.9 million nights in Australia - Canadian visitors tend to spend more nights in dispersed destinations, outside the capital cities and the Gold Coast than the average.
Canadians spend an average of 21 nights on a trip to Australia.
Wholesalers / tour operators operating in Canada (selling Australian product): 60
Major source markets are Ontario and British Columbia.
Canada is currently Australia’s 12th largest inbound tourist market.
45% of Canadians identify themselves as a budget traveler, 41% an adventure traveler, 31% a nature traveler and 25% a backpacker traveler.
Key experiences for Canadians while visiting Australia are – nature-based experiences (national parks, bushwalking, wildlife, botanical gardens); beach / coastal experiences (surfing, diving) and cultural heritage (museums, historical sites, aboriginal art / cultural displays)
  * In addition, Air Canada’s announcement to fly Toronto-LAX-Sydney in 2007 also bodes well for further increases in air capacity.
 
Strengths and Challenges
Strengths
Australia has the reputation as being a safe and friendly destination.

Canada has a booming retiree population.
Canadians rate Australia very highly on their list of places that they would most like to visit.

The economy is strong.
Canadians are more knowledgeable about Australia as a country and people / Commonwealth ties.
The average Canadian receives three weeks vacation time.
The relative strength of the Canadian dollar to the Australian dollar.

An increase in cooperative marketing investment by Tourism Australia.

Challenges
Generally Australia is perceived as being too expensive / too far and a “once in a lifetime destination.”
Tight air capacity to Australia from Canada.

Highly competitive market - key source markets are very close to Europe and much more air capacity available across the North Pacific.

A small number of wholesale distribution partners.
 
Marketing Australia - Traditional Distribution Channel
Wholesalers/Tour Operators: There are approximately 60 wholesalers / tour operators selling Australia in Canada, however only 5-6 account for the bulk of the business to Australia. Canada has a traditional distribution system with travel agents using wholesalers.
Aussie Specialist Travel Agents: As at September 2007 there are approximately 543 qualified Aussie Specialists in Canada, whom 19 are Premier Aussie Specialists. For further information see Aussie Specialist Program at the end of this section.
Information Technology: Canada has one of the highest Internet access/ usage rates in the world, 20,900,000 people. Canadians are value conscious travelers, and special offers online are attractive. Youth/Student segments will focus on this medium for much itinerary planning. Work visas are available for 4500 Canadians (under 26) per year. Canadians use the Internet as a source of information. They do not have the confidence to book complex itineraries online.
 
Consumer Target Market

The key market segment targeted is the Experience Seeker.  These people:

are experienced international travellers.
seek out and enjoy authentic personal experiences they can talk about.
involve themselves in holiday activities, are sociable and enjoy engaging with the locals.
are active in their pursuits and come away having learnt something.
are somewhat adventurous and enjoy a variety of experiences on any single trip.
place high importance on value and hence critically balance benefits with costs.
place high value on contrasting experiences (i.e. different from their day-to-day lives).

These people typically:
come from households that have higher than average household income.
are tertiary educated.
are open-minded and have an interest in world affairs.
are selective about their media consumption.
are opinion leaders within their peer and social groups.
are not characterised by nationality, preferred holiday style/mode or age.

The Canadian consumer is cost conscious.  They are prepared to shop around and use the Internet as a legitimate tool in the planning process. Working holiday and college vacations are popular and these travelers tend to stay longer as well as explore more "off the beaten path" locations. The Canadian market is also a primary source for long-stay snowbird travelers.
Information Sources: StatsCan (Canada) and Tourism Research Australia