Canada

Market Overview

For the year ended December 2011, total visitor arrivals from Canada increased by 0.4 per cent to 49,154. Between 2000 and 2009 total visitor arrivals from Canada increased by 48 per cent, with the strongest growth coming from holiday visitors. Arrivals peaked at just over 53,000 in 2008, but declined in 2009 due to the global economic downturn.

Holiday arrivals fall in 2010 and a sustained recovery in total arrival numbers has not yet been seen.

More than half (56 per cent) of Canadian arrivals are holiday visitors, and half are aged 45 years of age or older. 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).

Four out of five 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 and they generally spend more during their stay. More than half (63 per cent) of Canadian visitors to New Zealand 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 uses a mix of trade engagement, search engine marketing and public relations to market New Zealand in Canada.