Canada Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2024 Update

Powered by

All the vital news, analysis, and commentary curated by our industry experts.

Canada Source Tourism Report Overview

The total outbound trips from Canada during 2023 reached 35.76 million, showing an accelerated recovery post the pandemic. The projected compound annual growth rate (CAGR) for international departures is more than 7% from 2023 to 2027. The US was the top destination market for Canadian outbound travelers in 2023.

The Canada source tourism market research report provides an in-depth analysis of source markets and infrastructure developments. The report also offers an in-depth understanding of Canada’s source tourism market highlighting possible opportunities and threats. Furthermore, a detailed evaluation of the types of travelers will help clients understand the demand side’s propensity.

Key Trip Types ·       Domestic Trips

·       Outbound Trips

Key Tourism Types ·       Visiting Friends or Family (VFR)

·       Sun and Beach

·       City Break

·       Cultural

·       Adventure/Sport

Key Traveler Type ·       Couples

·       Family Travel

·       Group Travel

·       Solo Travel

Key Reasons for Holiday ·       Affordability

·       Accessibility

·       Friend and Family Recommendations

·       Previous Visits

·       Social Media

Enquire & Decide Discover the perfect solution for your business needs. Enquire now and let us help you make an informed decision before making a purchase.

Canada Source Tourism Market Segmentation

Domestic Tourism led the Canadian source tourism market by trip volumes in 2023

The key tourism types in the Canada source tourism market are domestic and outbound. In 2023, the total domestic trips reached 101.61 million reaching its pre-pandemic level. Canada’s geographical aspect is a significant factor in its tourism industry. Most of Canada’s domestic destinations come to engage in leisure activities, and they consider affordability to be their key factor in choosing their holiday. The revenue growth in the market is majorly from the transportation and food service sectors.

On the other hand, the number of international travelers from Canada surpassed its pre-pandemic level in 2023. This trend is largely attributed to the reopening of the borders and the resurgence of leisure travel.

Canada Source Tourism Market Analysis by Trips, 2023 (%)

Canada Source Tourism Market Analysis by Trips, 2023 (%)

Buy the Full Report for More Tourism Type Insights into the Canada Source Tourism Market

Download a Free Report Sample

Canada Source Tourism Market Segmentation by Types

VFR was the most preferred holiday type for Canadian travelers in 2021

Sun and beach, visiting friends or family (VFR), city break, culture, and adventure/sport are a few of the common tourism types in the Canadian tourism market. The VFR type held the highest market share among the tourism types in 2021. Many people have immigrated to Canada, as the Canadian government has encouraged international residents to settle down in Canada through certain strategies and policies that have motivated international students to study and settle in the country. Post easing out of the COVID-19-induced travel restrictions, the demand for VFR is increasing steadily.

Canada Source Tourism Market Analysis by Types, 2021 (%)

Canada Source Tourism Market Analysis by Types, 2021 (%)

Buy the Full Report for More Insights on Tourism Types in the Canada Source Tourism Market

Download a Free Report Sample

Canada Source Tourism - Opportunities and Challenges

Canadians are increasingly conscious of environmental issues and seek destinations that prioritize sustainability. Emphasizing eco-tourism initiatives, such as wildlife conservation, green accommodations, and carbon offset programs, can differentiate a destination and appeal to the environmentally conscious Canadian market.

However, uncertainty in geopolitics and security concerns pose a danger to Canadian outbound travel. Such occurrences may result in travel warnings, limitations, or even the cancellation of scheduled travel, which may affect tourists’ confidence and willingness to visit the impacted areas. It is essential to recognize and respond to these security risks, as they may significantly influence Canadian tourists’ decision-making and cause them to gravitate toward locations that are thought to be more secure and safe.

Buy the Full Report for More Insights on the Canada Source Tourism Market Dynamics

Download a Free Report Sample


This report is part of GlobalData’s Source Market Insights Series. This report provides an in-depth analysis of traveler flows, spending patterns, main destination markets, as well as current and future opportunities for tourism businesses seeking to tap into the outbound travel market.

Key Highlights

According to GlobalData’s consumer survey Q3 2021, Canadians often opt for visiting friends or family (VFR) holidays; 47% of respondents said that they opt for this, compared to the world average of 40%.

According to GlobalData’s Q3 2021 consumer survey, the most important factor that influences Canadian travelers’ holiday destination choice is affordability. Out of 538 respondents, 57% said that affordability influences their decision to choose a destination, which is in line with the global average (58%).

The overall domestic expenditure in Canada before the COVID pandemic was $19.69 billion in 2019, which has grown at a CAGR of 2.61% from 2015 to 2019. The average spend per domestic tourist was $161.80 in 2015, which increased to $210.7 in 2019, with a CAGR of 6.82% from 2015 to 2019, and is expected to reach $263.9 in 2027. The travel restrictions due to the COVID pandemic, which led to group gatherings, etc., have reduced the tourism spend, due to which the overall domestic expenditure reached $12.58 billion in 2020 and $14.63 billion in 2021, which wa lower than the pre-pandemic level in 2019.

According to GlobalData’s traveler demands and flows database, air is the most popular mode for Canadian travelers for their outbound trips. The total trips undertaken by air reached 18.38 million in 2023, which is an increase of 65.47% (7.27 million trips) in comparison with 2022 (11.10 million trips). However, this was lower than their pre-pandemic level in 2019 (18.72 million trips). It is expected that air-mode outbound trips will reach their pre-pandemic level in 2024 (20.70 million) and reach 25.00 million trips in 2027, with a CAGR of 8.00% from 2023 to 2027.

Reasons to Buy

This report provides:

  • Get detailed insights into developments in Canada’s regional and outbound tourism markets.
  • Get in-depth analysis of trends related to domestic trips, international departures, traveler spending, and main destination markets with data.
  • Understand the profiles of Canadian tourists and the reasons for their travel, hence, providing an insight into the trends in different segments of the market.
  • Interpret opportunities in the country, as well as the risks, to support better business decisions
  • Gauge the impact of COVID-19 on Canada’s outbound and domestic tourism.

Google flights

Table of Contents


Canadian tourist profile

Domestic tourism

Outbound tourism

Main and developing destination markets



Frequently asked questions

Canada Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2024 Update standard reports
Currency USD

Can be used by individual purchaser only


Can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company

Undecided about purchasing this report?

Enquire Before Buying Request a Free Sample

Get in touch to find out about multi-purchase discounts
Tel +44 20 7947 2745

Every customer’s requirement is unique. With over 220,000 construction projects tracked, we can create a tailored dataset for you based on the types of projects you are looking for. Please get in touch with your specific requirements and we can send you a quote.

Sample Report

Canada Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2024 Update was curated by the best experts in the industry and we are confident about its unique quality. However, we want you to make the most beneficial decision for your business, so we offer free sample pages to help you:

  • Assess the relevance of the report
  • Evaluate the quality of the report
  • Justify the cost

Download your copy of the sample report and make an informed decision about whether the full report will provide you with the insights and information you need.

Below is a sample report to understand what you are buying

See what our customers are saying

“The GlobalData platform is our go-to tool for intelligence services. GlobalData provides an easy way to access comprehensive intelligence data around multiple sectors, which essentially makes it a one-for-all intelligence platform, for tendering and approaching customers.

GlobalData is very customer orientated, with a high degree of personalised services, which benefits everyday use. The highly detailed project intelligence and forecast reports can be utilised across multiple departments and workflow scopes, from operational to strategic level, and often support strategic decisions. GlobalData Analytics and visualisation solutions has contributed positively when preparing management presentations and strategic papers.”

Business Intelligence & Marketing Manager, SAL Heavy Lift

“COVID-19 has caused significant interference to our business and the COVID-19 intelligence from GlobalData has helped us reach better decisions around strategy. These two highlights have helped enormously to understand the projections into the future concerning our business units, we also utilise the project database to source new projects for Liebherr-Werk to use as an additional source to pitch for new business.”

Market Analyst & Management, Liebherr-Werk

Your daily news has saved me a lot of time and keeps me up-to-date with what is happening in the market, I like that you almost always have a link to the source origin. We also use your market data in our Strategic Business Process to support our business decisions. By having everything in one place on the Intelligence Center it has saved me a lot of time versus looking on different sources, the alert function also helps with this.

Head of Key Accounts, Saab AB

Having used several other market research companies, I find that GlobalData manages to provide that ‘difficult-to-get’ market data that others can’t, as well as very diverse and complete consumer surveys.

Marketing Intelligence Manager, Portugal Foods

Our experience with GlobalData has been very good, from the platform itself to the people. I find that the analysts and the account team have a high level of customer focus and responsiveness and therefore I can always rely on. The platform is more holistic than other providers. It is convenient and almost like a one stop shop. The pricing suite is highly competitive and value for our organisation.

I like reports that inform new segments such as the analysis on generation Z, millennials, the impact of COVID 19 to our banking customers and their new channel habits. Secondly the specialist insight on affluent sector significantly increases our understanding about this group of customers. The combination of those give us depth and breadth of the evolving market.

I’m in the business of answering and helping people make decisions so with the intelligence center I can do that, effectively and efficiently. I can share quickly key insights that answer and satisfy our country stakeholders by giving them many quality studies and primary research about competitive landscape beyond the outlook of our bank. It helps me be seen as an advisory partner and that makes a big difference. A big benefit of our subscription is that no one holds the whole data and because it allows so many people, so many different parts of our organisation have access, it enables all teams to have the same level of knowledge and decision support.

Head of Customer Insight and Research, Standard Chartered

“I know that I can always rely on Globaldata’s work when I’m searching for the right consumer and market insights. I use Globaldata insights to understand the changing market & consumer landscape and help create better taste & wellbeing solutions for our customers in food, beverage and healthcare industries.

Globaldata has the right data and the reports are of very high quality compared to your competitors. Globaldata not only has overall market sizes & consumer insights on food & beverages but also provides insights at the ingredient & flavour level. That is key for B2B companies like Givaudan. This way we understand our customers’ business and also gain insight to our unique industry”

Head of Consumer Sensory Insights, Givaudan

GlobalData provides a great range of information and reports on various sectors that is highly relevant, timely, easy to access and utilise.  The reports and data dashboards help engagement with clients; they provide valuable industry and market insights that can enrich client conversations and can help in the shaping of value propositions. Moreover, using GlobalData products has helped increase my knowledge of the finance sector, the players within it, and the general threats and opportunities.

I find the consumer surveys that are carried out to be extremely beneficial and not something I have seen anywhere else. They provided an insightful view of why and which consumers take (or don’t) particular financial products. This can help shape conversations with clients to ensure they make the right strategic decisions for their business.

One of the challenges I have found is that data in the payments space is often piecemeal. With GD all of the data I need is in one place, but it also comes with additional market reports that provide useful extra context and information. Having the ability to set-up alerts on relevant movements in the industry, be it competitors or customers, and have them emailed directly to me, ensures I get early sight of industry activity and don’t have to search for news.

Senior Account Manager, TSYS

Related reports

View more Canada reports
Travel and Tourism
Travel Apps - Thematic Intelligence
$995 | May 2024
Go even deeper with GlobalData Intelligence Center

Every Company Report we produce is powered by the GlobalData Intelligence Center.

Subscribing to our intelligence platform means you can monitor developments at Canada Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2024 Update in real time.

  • Access a live Canada Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2024 Update dashboard for 12 months, with up-to-the-minute insights.
  • Fuel your decision making with real-time deal coverage and media activity.
  • Turn insights on financials, deals, products and pipelines into powerful agents of commercial advantage.