Canadian Outbound Travel Research
Are You Ready for the Shift in Canadian Travel?
Research conducted and insights developed by Skift Advisory: Understanding the Shift in Canadian Travel to the U.S.
Billions in Annual U.S. Travel Spending Is at Risk
The Canadian outbound travel market has long been a major driver of U.S. tourism, contributing $22 billion annually and supporting 140,000 American jobs, according to the U.S. Travel Association. However, evolving economic and political factors, including rising travel hesitancy, a weaker Canadian dollar, and trade tensions, are reshaping travel behavior. At the same time, Tourism Economics’ original international travel to the U.S. forecast predicted a 9% growth in 2025, but this outlook has just been updated to a 5.1% decline instead - a loss of $18 billion in international travel spending in 2025.
SO WHAT? A $2 billion potential decline in Canadian tourism spending is now threatening U.S. destinations, airlines, and travel brands. As a result, we are launching the Skift Canadian Outbound Travel Research Program.
Why This Research Matters Now
With Canada as the #1 inbound market for U.S. tourism, adapting to shifting travel sentiment is critical. Skift’s Canadian Outbound Travel Research Program, launching in Spring 2025, will provide exclusive insights to help U.S. destinations and travel brands:
- Identify and target those resilient traveler segments who hold a high propensity to visit the U.S..
- Refine messaging, pricing, and loyalty strategies to maintain demand.
- Strengthen partnerships with Canadian travel agencies and influencers.
- Optimize marketing and investment decisions to protect and grow market share.
Key Focus Areas
| Research Area | Insights Provided |
|---|---|
| Traveler Segmentation | Identify Canadian travelers most likely to visit the US. |
| Market Sentiment Analysis | Understand regional variations in travel attitudes. |
| Messaging & Engagement | Develop strategies that resonate with Canadian travelers. |
| Economic Impact Modeling | Forecast shifts in Canadian outbound travel behavior. |
| Strategic Recommendations | Optimize marketing, loyalty programs, and partnerships. |
Program Deliverables and Timelines
Research Launch: April 2025
Insights Delivered: June 2025
Sponsorship Opportunities
We are providing flexible options to fit your strategic needs:
1. PREMIER SPONSOR - $49,999
Benefits:
- Full research report with deep insights and strategic recommendations
- Custom strategic briefing with Skift Advisory analysts
- Exclusive survey input – add five custom questions
2. STANDARD SPONSOR - $37,499
Benefits:
- Full research report with deep insights and strategic recommendations
- Custom strategic briefing with Skift Advisory analysts
3 BASIC SPONSOR - $24,999
Benefits:
- Topline market insights repor
To continue the conversation or for more information, please contact:
OLIVER MARTIN
Senior Director, Innovation
Skift Advisory
+1 416 721 3544
om@skift.com
ALEIX RODRÍGUEZ BRUNSOMS
Director, Strategy
Skift Advisory
+34 639 014 122
arb@skift.com
About Skift Advisory
Skift Advisory (a Skift Inc. division) is a consultancy that harnesses the power of brands, strategy, research, communications, and technology to create a unique competitive position and a blueprint for the future for leaders that span the travel, tourism and entertainment ecosystem.
We work with leaders of travel and tourism destination management organizations, operators, hoteliers, airlines, and investors to define their unique, sustainable competitive advantage and to develop, implement, and assess enduring tourism strategy. We are wholly-owned by Skift, the world’s most influential travel and tourism industry thought leader.
