MarketScan Canada 2016
The Hague, August 2016
NBTC Holland Marketing
NBTC Holland Marketing (NBTC)
NBTC is responsible for branding and marketing the Netherlands nationally and internationally. Using the
'Holland' brand, NBTC puts the country on the map as an attractive destination for holidays, business
meetings and conventions. We carry out marketing activities in 13 markets, under the name of NBTC
Netherlands Board of Tourism & Conventions. In cooperation with public and private partners, we attract
visitors who spend money in Holland. We cultivate countries and regions that supply the most visitors to
the Netherlands. Based on this philosophy, NBTC is active in Europe, North America, Asia and South
America (Brazil).
MarketScan Canada 2016
Inside knowledge of the Canadian travel market is essential in order to gain access to this market. The
MarketScan Canada 2016 offers relevant information about this country and its travel market to
organizations in the travel industry and others. In this MarketScan, you will find a brief overview of the
travel market as well as an insight into trends and developments.
Content MarketScan
• Canada in a nutshell
• Canadian travel market
• Internet and travel
• Incoming tourism to Holland
• Destination Holland: SWOT
• Holland Marketing in Canada
• Contact
• References
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This MarketScan was put
together by NBTC Research
Canada in a nutshell (1)
On April 1, 2016, the estimated population for
Canada is 36,2 million people
Estimation for the biggest metropolitan areas (in 2015):
1. Toronto
6.1 million
2. Montréal
4.0 million
3. Vancouver 2.5 million
(Sources: Statistics Canada, 2016)
The population is increasing
The population of Canada is increasing. It is expected
that the country will have 44 million inhabitants by
2036, based on a medium-growth scenario. This
increase is mainly driven by migration.
(Sources: Statistics Canada, 2012)
Age groups
< 24 years old:
28%
25-64 years old: 54%
> 65 years old:
18%
The number of 65 years old and over is continuing to
grow.
(Source: World Factbook, 2015)
For the first time in history, the number of people
aged 65 years or over is going to surpass the number of
children aged younger than 14 years. This shift is
expected to occur before the year 2021.
(Sources: Statistics Canada, 2012)
3
Multicultural society
Canada is a multicultural society, because of
the high immigration in the country. In 2011
about one out of 5 Canadian was a foreignborn individual. Canada has the highest
proportion of foreign-born population among
the G8 countries. Most of the immigrants in
2011 are originally from Asia (including
Middle East). Approx. 78% of the immigrants
who came to Canada before 1971, were from
European countries. Most important source
countries in Europe were the United Kingdom,
Italy, Germany and the Netherlands.
Most of the immigrants choose to live in the
biggest metropolitan areas of Canada.
(Source: National household Survey, 2011)
Canada in a nutshell (2)
Economy
Canada achieved higher economic growth rates in the
period 2010 until 2014 than the average of all countries
with an advanced economy. An important reason for
this growth is the rapid expansion of the country's
petroleum sector. Alberta's oil sands significantly
boosted Canada's proven oil reserves. Canada now
ranks third in the world in proved oil reserves behind
Saudi Arabia and Venezuela.
Exchange rate Euro-Dollar
1 EUR = 1,45 CAD (August 2016)
(Sources: CIA, worldfactbook 2015; IMF, 2015)
However, as of 2015 Canada’s GDP growth is
expected to be a bit lower than the average of all
countries with an advanced economy.
Economic growth based on GDP,
growth change in % from the previous period
2014
2015
2016*
2017*
Canada
2.5%
1.2%
1.5%
1.9%
Advanced
Economies
1.8%
1.9%
1.9%
2.0%
*Forecast
(Source: IMF, World Economic Outlook, April 2016)
(source: www.valuta.nl, 2016)
Unemployment rate
The unemployment rate was 6.9% in July
2016, which is comparable to last year.
Compared with 12 months earlier, total
employment increased by 71,000 or 0.4%,
with all of the growth in part-time work.
Furthermore, the youth unemployment rate
(15-24 years) increased last year to 13.3%
in July 2016.
(Sources: Statistics Canada, 2015)
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Canadian travel market (1)
33.5 million trips abroad in 2014
Canadians undertook 33.5 million trips abroad in 2014, an increase of 15% over 2013. About 23 million, which is 69% of
the outbound trips, were to the US.
(Source: Statistics Canada, 2015)
The number of outbound trips is expected to increase in the coming years. An improving economy and a rise in consumer
confidence are important drivers for a growing outbound travel market in Canada.
(Source: Euromonitor, 2014)
Specific needs and interests of the Canadian tourist:
 Canadians strongly believe that travel to foreign countries helps broaden
their understanding of different cultures. But there is also large interest in
spending their holidays in their own country.
 Different reasons for travelling. Beach holidays and city destinations are
popular types of holidays.
 Compared to other nationalities, Canadians tend to book their holidays well
in advance. Business travellers from 1 week to 3 months in advance. Leisure
tourists 1 to 6 months in advance.
 Canadian consumers prefer to pre-arrange many of the optional components
of their holiday. They are very independent and resourceful travelers, feeling
they will get better value with a customized itinerary compared to a
packaged trip.
 Since most Canadians live within a short distance of the US border, many
opt to depart on overseas trips from airports within the US. 21% of travelers
go by car or bus to the US to catch their outbound international flights.
 Canadians often spend holidays with their family (multi-generation holiday)
 Canadians get inspired by friends and family, but also via reviews on
different reviewwebsites (e.g. tripadvisor)
(Euromonitor, 2012, Visitbritain, 2014)
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Top 15 countries visited by
Canadian residents in 2014:
1. United States
2. Mexico
3. United Kingdom
4. France
5. Cuba
6. Dominican Republic
7. Italy
8. Gemrnay
9. China
10.Spain
11.Netherlands
12.Ireland
13.Hong Kong
14.Bahamas
15.Australia
(Source: Statistics Canada, 2015)
Canadian travel market (2)
Four main holidays for Canadians:
1. The longest is during summer and includes July and August.
2. The winter break lasts for two weeks that encompass Christmas and New Year’s Day.
3. The Thanksgiving in Canada is on the second Monday of October. Canadians often take a long
weekend.
4. The spring break is one week long and starts the 3rd Monday in March for Elementary and
High School students. University students have their spring break the third week of February.
Canadians positive about ability to travel in the future
 As the economic recovery continues, Canadian travelers are more optimistic in 2014 about
future travel plans.
 In 2014, 38% of travelers expect to travel more in the coming 2-3 years compared to 2013.
This number was 31% in 2013.
 While their ability to afford a vacation is still a major concern, Canadians are less worried about
a poor national economy.
 Nature and culture remain the top vacation interests of Canadian travelers. Canadians were in
2013 significantly more likely to seek out city activities, unique experiences, city cultural and
natural experiences than in 2012.
(Source: Canadian Tourism Commission, 2013; 2014)
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Internet and travel
More than 9 out of 10 Canadians have Internet access
In 2016 approximately 33 million Canadians were online, which accounts
for over 90% of the population. This penetration is among the highest in
the World. Furthermore, there are 19.6 million active mobile internet users
in Canada (54% of the total population).
(Source: wearesocial.com, 2016)
Online booking very popular
86% of the consumers in Canada book
travel products online. Main reasons are
competitive
and
transparent
pricing.
However, the use of travel deal websites is
not prefered, consumers mainly like to book
directly from the source.
Travel products researched and
booked in 2013
0%
More and more Canadians book their holidays online. Over one-in-three say
they ‘often’ book travel or accommodation online. The five most popular
travel websites in Canada:
1. Expedia Canada
2. Flight Network
3. Hotwire
4. Red Tag
5. itravel2000
(Source: Canada.com, 2013; Visitbritain, 2014)
20%
40%
80%
100%
Flight
81%
76%
Lodging
80%
80%
Activities
Eating
54%
24%
53%
14%
47%
43%
Car
Packages
20%
40%
Researched
72% of Canadian travelers trust guest reviews as much as they do personal
recommendations.
60%
Booked
(Source: Yahoo Canada on eMarketer, 2014)
(Source: VisitBritain, 2014)
Sharing of experiences on social
media
During their trip, 34% of Canadian
travellers shared videos or photos on
social media. Half of this number are
travellers 18-34 years old, 18% is over
the age of 54. In total, both during and
after their trip, 45% of 18-34 year olds
share photos, videos, information or
opinions about their trip on social media.
(Source: Canadian Tourism Commission, 2014)
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Incoming tourism to Holland (1)
Approx. 155,000
Holland in 2015
Canadian
residents
visited
This is an increase of 8% compared to 2014.
(Source: CBS, 2016)
Development inbound tourism from Canada
350
138
140
143
155
100
132
Almost three quarters of all Canadians visit Holland for a
holiday. Nearly a quarter of all trips have a business motive.
Five percent are trips with another motive such as sports or
visiting friends and relatives. (Source: NBTC Statistics Incoming
128
150
Main purpose for trip is leisure
2010
2011
2012
2013
2014
2015
50
-
Tourism, 2014)
(Source: CBS, 2016)
Purpose of visit
Other
5%
Business
23%
Leisure
72%
(Bron: SIT, 2014)
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293
270
249
245
200
262
250
272
300
guests
nights
Incoming tourism to Holland (2)
Dutch cities destination
Canadian guests
for
almost
three
quarters
Canadian
overnight guests
in Dutch cities
(2015)
of
During their stay in Holland, 69% of Canadian citizens visit the main Dutch
cities. This share is comparable with guests from the USA. Amsterdam is
the most popular destination with 95,000 guests in 2015.
Amsterdam
95,000 guests
(Source: CBS, 2016)
The average length of stay of Canadian guests in Holland is
4.7 nights
(Source: NBTC Incoming Tourism Study, 2014)
The Hague
Utrecht
2,000 guests
5,000 guests
Rotterdam
4,000 guests
Spring and Summer are popular periods to visit Holland
Approximately two thirds of all Canadian visits to Holland are during
Spring and/or Summer. During Autumn and Winter less Canadians
visit Holland.
(Source: CBS, 2016)
(Source: CBS, 2016)
Maastricht
1,000 guests
Spending Canadian visitors in Holland (2015)
Total spending per person per day: € 392,(Average all incoming tourists: € 213,-)
Per person per stay: € 1,396,(Average all incoming tourists: € 724,-)
Canadian visits to Holland by quarter
20%
14%
Total spending Canadian residents: 216 million
Apr-Jun
(Source: NBTC Statistics Incoming Tourism, 2014 & CBS, 2015)
32%
34%
(Source: CBS, 2016)
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Jan-Mar
Jul-Sept
Oct-Dec
Incoming tourism to Holland (3)
4-star hotels most popular
Number of
stars
Growth in flights and seats from Canada to
Holland in 2015
After several somewhat stable years when it comes
to flight development from Canada to Holland, 2015
showed growth in seats as well as departures. Last
year a total of over 2,000 flights (and nearly
600,000 seats) were available for people travelling
from Canada to Holland.
Percentage of
total Canada
visitors
1%
3%
20%
46%
(Source: RDC Apex, 2016)
10%
No star
19%
Development flight seats Canada - Holland
Departures
Seats (x 1,000)
1000
800
600
2034
1620
481
1735
519
1785
563
1765
508
1744
496
2000
559
1500
400
1000
200
500
0
2010
2011
(Source: RDC Apex, 2016)
0
2012
2013
2014
2015
Note: The figures provide insight in the capacity of seats, not in the
occupation. It also includes stopping flights.
10
2500
Almost all Canadian residents stay in hotel
Hotel is the most popular type of accommodation
during the stay in Holland. Most of the Canadian
visitors stay in a 4-star hotel (46%). A relatively large
amount stays in hotel without a star-classification
(19%), which are also B&B’s.
(Source: CBS, 2016)
Incoming tourism to Holland (4)
Majority visitors have the intention to visit
Holland again in the future
Almost three quarters (73%) of all Canadians says
to definitely have the intention to visit Holland
again in the future. 20% answered that they
probably will and 6% maybe. Only 1% said that
they probably will not return for a visit.
Intention to visit Holland again
maybe
6%
probably
20%
definitely
73%
(Source: NBTC Statistics Incoming Tourism, 2014)
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Top 5 undertaken activities of
Canadians in Holland 2014
Top 5 most important activity
of Canadians in Holland 2014
1. Walking (71%)
1. Walk through a town/city (16%)
2 Walk through a town/city (70%)
2. Visiting friends/relatives (15%)
3. Visit museum (56%)
3. Visit museum (11%)
4. Visit a (gastronomic) restaurant
(54%)
4. Walking (10%)
5. Visit a bar or café (53%)
5. Visit notable places/places of
interest (7%)
Main activity is walk through a town/city or
visiting friends/relatives
Walking (through a town/city) and visiting a
museum are activities that many Canadian visitors
undertake during a stay in Holland.
Walking
through
a
town/city
or
visiting
friends/relatives are for relatively many Canadians
the most important activity.
(Source: NBTC Statistics Incoming Tourism, 2014)
Incoming tourism to Holland (5)
Future perspective Destination Holland 2025
Following an earlier future perspective in 2008, NBTC Holland
Marketing has published an updated outlook for the future for the
destination Holland. Stakeholders from within and outside the
industry have contributed even more to this update than to the
previous edition, through round-table discussions, via the Internet
and social media. The Future Perspective Destination Holland
2025, available as a digital magazine on www.nbtc.nl/2025 (in
Dutch), indicates the market perspective with respect to
international visitors and their spend towards 2025.
Over 16.6 million international visitors in 2020, of which
175,000 from Canada
With the exception of a few slumps, the numbers of inbound
tourists to Holland continued to increase during the last decades.
In 2015 over 15 million tourists from abroad visited our country for
a holiday or for business. Inbound tourism will continue to grow in
the coming years, with an expected average growth of 2%
annually until 2018. After 2018 this growth will level off to an
average annual growth of 1%. The growth percentages for Canada
are: 2.5% in the first period (2012-2018) and 1% in the second
period (2018-2025). Resulting in 175,000 inbound visitors from
Canada in 2020. For more information on the future of this
market, please check out the digital magazine on our website and
the report Tourism in perspective available on nbtc.nl.
(Source: NBTC, 2016)
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Development incoming tourism from Canada
Destination Holland: SWOT
Strengths
Weaknesses
• Many direct flights between Canada and Amsterdam
• English widely used (in Amsterdam and beyond)
• Ties with Canada (WW2 and emigration)
• Safe, clean and well organized country with good
transport links (road, rail, air) both domestic and
abroad
• Friendly/helpful people
• Good reputation and image of Amsterdam
• Art/culture/architecture
• Biking, design, organic food are strong Holland
products
• Holland’s image doesn’t resonate as a holiday
destination image as much as (e.g.) Italy or France
• Unpredictable weather throughout the year
• Price of destination and service level of hotels
• Credit card not always accepted as main means of
payment in Holland
Opportunities
Threats
• Empty nesters segment is growing
• Canadians have a high disposable income
• Value for money: willing to pay if they get value in
return
• European cities such as off-season city break
destinations
• Growing interest in architecture, art and design
• Increasing interest in river cruises in Europe
• Global uncertainties due to terrorism can have a
negative effect on inbound tourism to Europe
• Tendency to visit fewer countries during the European
trip
• The popularity of Eastern European countries as a
destination for individual travelers is increasing
• Upcoming popularity of exotic, undiscovered
destinations (South America, Asia)
• Ties with Canada because of WW2 is weaker among the
young generation
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Holland Marketing in Canada
Dutch
masters
Reasons to travel: Holland Passions
DISTRICTEN
• City
• Traditional Dutch
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STORYLINES
__Dutch food & cuisine
__Golden age
__Van Gogh
__Flowers
__Water
__ Liberation Route
Amsterdam
flowers
water
cycling
Meetings & Conventions
*
*
Business meetings
2018 Leeuwarden
Cultural Capital
Dutch
heritage
Contact
Added value NBTC
NBTC can offer your organization tailor-made support and opportunities,
such as:
- Local network: PR, media relations, meetings and conventions, and trade
outreach
- Local market knowledge: cultural expertise, market research insights,
opportunities
- Co-marketing partnership opportunities
- Digital marketing advice, tools, and marketing campaign opportunities
- General consultative support on marketing, communication
Contact NBTC
For further details on the Canadian market and Holland-marketing
activities, please contact:
Netherlands Board of Tourism & Conventions
215 Park Avenue South Suite 1302
New York, NY 10003,
United States of America
T: 00 1 646 618 0818
E: [email protected]
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Contact at NBTC North
America
Ms. Antonia Koedijk
T: +1 91 77201283
E: [email protected]
References
 Canada.com, 2013 (http://o.canada.com/travel/ideas/travel-top-5-most-visited-travel-booking-websites)
 Canadian Tourism Commission, 2014. Global Tourism Watch
 Centraal Bureau voor de Statistiek (CBS), 2016. Statline
 CIA, 2016. World Factbook (https://www.cia.gov/library/publications/the-world-factbook/geos/ca.html)
 eMarketer, 2014 (http://www.emarketer.com/Article/Smartphones-Take-Lead-Canada/1009759)
 Euromonitor, 2012 & 2014
 International Monetary Fund, 2015
 Wearesocial.com, 2016
 IMF, 2015. World Economic Outlook
 National Household Survey, 2011
 NBTC Statistics Incoming Tourism, 2014
 RDC Apex, 2016 (RDC Aviation seats and departure numbers)
 Statistics Canada, 2016
 Tourism Economics, 2013
 VisitBritain, 2014. Market and Trade Profile Canada
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