Subdued but stable national economy keep travel intentions upbeat, says latest CTC Global Tourism Watch report.
While much of the world sank into economic gloom over the past two years, Germany has been Europe’s bulwark against worse trouble.
While much of the world sank into economic gloom over the past two years, Germany has been Europe’s bulwark against worse trouble. That economic strength, although still somewhat subdued, has translated into a positive outlook on travel, according to the latest Global Tourism Watch (GTW) summary report for the Canadian Tourism Commission (CTC).
Here are some other key takeaways:
There’s a decent-size potential long-haul travel market in Germany of 18.1 million. And 4.7 million of those (26%) have Canada very much in on their mental atlases in the next two years, up 2% on 2007.
Yet the economic slowdown has had an effect on German travellers: they are more demanding and price-aware in their destination choices.
Canada is the leader of the pack for ski vacations and winter activities.
Nature and culture pique the interests of German travellers most of all. This also leads to almost 75% being keen on one of CTC’s five “Unique Selling Propositions” (USPs) for Canada: exploring “vibrant cities on the edge of nature.”
Travel-related TV shows are the primary non-advertising source for raising Canada’s visibility, knowledge and pulling power.
The competition for travellers’ attention is heating up, with New Zealand, South Africa and China all grabbing eyeballs.
Harris/Decima Research conducts the Global Tourism Watch survey for CTC. The company asks thousands of participants aged 18 and over from around the world for their views on Canada and CTC’s “Canada. Keep Exploring” tourism brand. The 2010 reports look to identify shifts in each market since 2007.