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April 07, 2010

CANADA BOOKINGS TO THE UNITED STATES

2009 Ends Showing Signs of Improvement

  • According to the U.S. Department of Commerce-sponsored Canada Travel Trade Barometer, Canada bookings to the United States ended 2009 on a more hopeful note as trade reported that fourth quarter 2009 bookings, on average, were on par with the same period in 2008.
  • However, Canada tour operators reported (as of January 26 – March 3, 2010) that 2009 bookings were down four to nine percent, on average, compared to 2008 bookings. Ninety percent of the trade reported a decrease in 2009 bookings.
  • Most concerning, 25 percent of the trade reported that bookings decreased 10 percent or more.

First Quarter 2010 Bookings Projected to be Flat

  • For the first quarter 2010, two-fifths of the Canada tour operators projected bookings to the United States to be about the same as 2009 first quarter bookings.
  • At the same time, three-in-ten respondents projected that 2010 bookings from Canada to the United States will be higher.
  • In contrast, three-in-ten respondents projected bookings to be lower (25 percent) and much lower (five percent).

Second Quarter 2010 Bookings Projected to Fall

  • Canada bookings for the second quarter 2010 (at the time of the January/March 2010 survey) were projected to be lower (45 percent) and much lower (20 percent) compared to the second quarter 2009.
  • Sixty-five percent of the trade projected that bookings will drop in the second quarter 2010.
  • In contrast, only 20 percent of the trade projected bookings to be higher in the second quarter 2010. Fifteen percent of the Canada trade projected bookings to be flat.

Travel Motivators and Deterrents

  • In the next six months, the exchange rate to the U.S. dollar was reported as the top motivator for travel from Canada to the United States
  • The primary barriers for travel to the United States were reported to be the collection of travelers’ personal information and enhanced security measures implemented in January 2010.

Actual Canada Arrivals to the United States: Annual 2009 and Fourth Quarter 2009

  • Actual 2009 arrivals from Canada totaled 18.0 million, decreasing five percent when compared to 2008.
  • Fourth quarter 2009 arrivals from Canada totaled 3.9 million, down four percent compared to fourth quarter 2008.
    • In October 2009, Canada arrivals totaled 1.4 million, down one percent when compared to October 2008.
    • Visitation in November 2009 totaled 1.4 million, increasing five percent when compared to November 2008.
    • In December 2009, arrivals from Canada increased nine percent (1.2 million) when compared to December 2008.

BACKGROUD AND SOURCE:
Travel Market Insights (www.travelmi.com) conducts the Canada, Mexico, United Kingdom, Germany and Japan Travel Trade Barometer programs. The U.S. Department of Commerce, Office of Travel and Tourism Industries, is a sponsor and was the initial developer of the barometer program. The Barometer program is conducted with support from the U.S. Commercial Service and various Visit USA Committees and additional sponsors.

Travel Market Insights conducts the Japan Travel Trade Barometer in conjunction with the U.S. Department of Commerce, Office of Travel and Tourism Industries, Sloan Travel and Tourism Industry Center/University of South Carolina and the National Tour Association. The Japan Travel Trade Barometer program is also conducted in partnership with Japan Tourism Marketing and the Japan Visit USA Committee.

The Travel Trade Barometer survey is conducted on a quarterly basis in Canada, Mexico, the United Kingdom, Germany and Japan and is available through subscription. Reports sent to subscribers include additional information, such as:

  • Bookings - looking at the past quarter and the next two quarters for U.S. and competitive regional destinations;
  • Short term bookings for more than five specific travel segments; and
  • Over 15 motivators or deterrents for travel to the United States.

Specific (proprietary) destination data is also available through a subscription.

For more information on the Travel Barometer Program, please visit http://tinet.ita.doc.gov/research/programs/barometer/index.html

CONTACT:
U.S. Department of Commerce, International Trade Administration
Office of Travel and Tourism Industries (OTTI)
1401 Constitution Avenue N.W., Room 1003
Washington, D.C. 20230
Phone: (202) 482-0140
Fax: (202) 482-4279
Email: Otti@trade.gov