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...
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.
Over half (59 per cent) of Canadian arrivals are holiday
visitors, over half are 45 years of age or older and two thirds are
first-time visitors to New Zealand. Ontario (Toronto) is Canada's
leading contributor to New Zealand arrivals, followed by British
Columbia (Vancouver).
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 over 70 per cent 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. The
convenience of direct flights from Canada can't be underestimated.
Air New Zealand's services on this route have eliminated the need
to travel via the US, avoiding US customs, which is a major plus
for Canadian travellers.
Tourism New Zealand's strategy in Canada is to continue building
awareness of New Zealand as a holiday destination with 100% Pure
New Zealand 'Youngest Country' brand advertising. We work closely
with Air New Zealand in this market, with marketing activities
focussed primarily in the provinces of British Columbia and
Ontario.