Canada Is Top Destination for U.S. International Travellers in 2015

Close to three-in-ten American international travellers plan to visit Canada in the next 12-24 months.

Vancouver, BC – A new online survey conducted by Insights West and Resonance Consultancy found that more U.S. international travellers are planning to travel to Canada than any other country.

Mexico, Italy, England and France round out the top five destinations of interest for U.S. international travellers.


Within Canada, the provinces of Ontario, British Columbia and Quebec are regarded as the top destinations for American travellers, at 11% each.

“The most interesting trend when it comes to U.S. international travel is the growing impact of the millennial generation,” says Resonance Consultancy President, Chris Fair. “In fact, they have a particularly strong desire to visit Canada, with 38% of recent international millennial travellers noting that they would like to visit Canada in the next 12-24 months. This contrasts with only 25% of those between the ages of 36-64, and 27% of those 65 and older.”

On average, millennial international travellers take more frequent trips each year than their older counterparts (5.0 trips vs. 4.2 among 35-64 and 4.1 trips among 65+). However, millennial travellers typically take shorter vacations of one week or less and tend to stay closer to home. Seniors take the fewest international trips per year but take the longest trips that are further away from home.

“Seniors are also an important segment that should not be ignored,” says Jane Ha-Trapp, Vice President at Insights West. “Our survey shows that senior international travellers spend significantly more on their vacations, with an average of $2,844 compared to $1,962 among middle-aged travellers (35-64) and $1,316 among millennial travellers (18-34).”

When it comes to the types of vacations U.S. international travellers are interested in taking, millennials and middle-aged travellers are most interested in visiting beach resorts and major metropolitan cities, while seniors are most interested in taking cruises.

Among all U.S. international travellers, safety is the most important decision factor when choosing a vacation destination, followed by favourable climate and scenery and nature. Aside from these top three factors, millennial international travellers rate all other decision factors significantly more important than middle-aged and senior international travellers.


About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has ten full-time and five part-time employees.

About Resonance Consultancy:

Resonance Consultancy creates destination development plans, strategic marketing and competitive place branding identities for leading travel & tourism companies and organizations around the world. The principals of Resonance have completed more than 100 travel & tourism studies, reports and plans in 70 different countries. To learn more about Resonance Consultancy, please visit To view Resonance Consultancy’s press release, please visit

About this Release:

Results are based on an online study conducted from November 6-12, 2014, among 1,256 U.S. international travellers 18 years or older with household incomes of $50,000 or more. The data was weighted by age, gender and region according to U.S. Census data as well as by the incidence of international travellers by age group.  Results have a margin of error of +/- 2.8 percentage points, 19 times out of 20.

For further information, please contact:

Jane Ha-Trapp
Vice President, Insights West

Elyse Mailhot
VP Marketing Communications


Photograph: Clement Belleudy