Canada's economy is showing signs of recovery as its major
export markets - the US and Europe - return to growth. However, the
economy remains weak and consumers continue to...
Market Overview
Between 1999 and 2008 total visitor arrivals from Canada
increased by 60 per cent, with the strongest growth coming from
holiday visitors. Much of this growth has been due to Air New
Zealand's direct air service between Auckland and Vancouver, which
launched in November 2007.
Arrivals peaked at just over 53,000 in 2008, but declined in
2009 due to the global economic downturn.
Over half (59 per cent) of Canadian arrivals are holiday
visitors, and half are aged 45 years of age or older. Just under
two-thirds are first-time visitors to New Zealand. Ontario
(Toronto) is Canada's leading source region for visitors to New
Zealand, followed by British Columbia (Vancouver).
Over two thirds of Canadian visitors include other destinations
as part of their itinerary to New Zealand, with Australia being the
most popular country en-route. Canadians tend to stay in New
Zealand longer than their American neighbours, though average spend
is slightly lower. Just under two-thirds of Canadians travel beyond
the main tourist centres to the regions.
Although awareness of New Zealand in Canada is not as low as in
the US, one of the biggest challenges in this market is building
perceptions that New Zealand is a good-value holiday option.
Unlike other long-haul markets, the distance and time it takes
to travel to New Zealand is not a big concern to Canadians. They
have a good understanding of where New Zealand is geographically
and also about the distances required to travel long-haul.
Tourism New Zealand's strategy in Canada is to continue building
awareness of New Zealand as a holiday destination through
advertising, brand and PR work. We work closely with Air New
Zealand in this market, with marketing activities focused primarily
in the provinces of British Columbia and Ontario.