Canada

Last Updated on: 1 March 2010

Visitor Arrivals January 2010

Year End Total 48,953 6.0%
Month End Total 6,989 4.4%
Year End Holiday 27,871 7.4%
Month End Holiday 4,640 2.3%

Other Stats (YE September 2009)

Median Length of Stay (Holiday) 13 days
Average Expenditure per Visit NZD3323
Total Expenditure per Annum NZD154.2m

Situation and Outlook

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...

Read More

70%

of Canadians travel beyond the main tourist centres to the regions.

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.

  • Situation and Outlook

    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...

    Read More
  • Visitor Arrivals

    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...

    Read More
  • What We're Up To

    Tourism New Zealand's strategy in Canada is to build awareness of New Zealand as a holiday destination through the 100% Pure New Zealand campaign and brand advertising, PR activity and...

    Read More
  • Working in Market

    Canadian business practices are virtually identical to those in New Zealand. Canadians are also similar to New Zealanders in values, history and sensibilities and have an overwhelmingly positive attitude towards...

    Read More
  • Contact Us

    Tourism New Zealand's North American team is based in Los Angeles. The LA office manages trade, marketing and Tourism New Zealand's PR activity for both the US and Canada.

    Read More