Geographic Markets

Studies to assess the potential of various geographic markets (and further segmented by life-stage, demographics and so forth), including Alberta (in-province travel) and provinces and countries.

These are forward-looking documents that attempt to measure the current and future potential of the respective markets to generate additional leisure travel and tourism expenditures to Alberta. These studies typically include strategic and tactical recommendations designed to capture a greater share of the respective market.

2013 Market Studies

  • Global Tourism Watch 2013
  • In partnership with the Canadian Tourism Commission and other provincial tourism agencies, Alberta Tourism Parks and Recreation initiated a Global Tourism Watch program to expand consumer-based intelligence in core markets. The overall objective of the program is to monitor awareness, travel intentions and other key market indicators for Canada and Alberta.

    The summary reports are below.

2012 Market Studies

  • Americans as International Travelers - Focus on Alberta - TravelStyles USA, May 2012
  • Global Tourism Watch 2012
  • In partnership with the Canadian Tourism Commission and other provincial tourism agencies, Alberta Tourism Parks and Recreation initiated a Global Tourism Watch program to expand consumer-based intelligence in core markets. The overall objective of the program is to monitor awareness, travel intentions and other key market indicators for Canada and Alberta.

    The summary reports are below.

This project is a joint research initiative with the Canadian Tourism Commission, Tourism British Columbia (part of British Columbia Ministry of Jobs, Tourism and Innovation) and Alberta Tourism, Parks and Recreation on behalf of Travel Alberta. The overall purpose of this study is to obtain a better understanding of China's ski market and its potential for Canada, British Columbia and Alberta. The research was conducted in two phases: A review of existing information on the Chinese ski market and interviews conducted at three Chinese ski resorts.

2011 Market Studies

  • Global Tourism Watch 2011
  • In partnership with the Canadian Tourism Commission and other provincial tourism agencies, Alberta Tourism Parks and Recreation initiated a Global Tourism Watch program to expand consumer-based intelligence in core markets. The overall objective of the program is to monitor awareness, travel intentions and other key market indicators for Canada and Alberta. The summary reports are below.

  • All Markets
  • Australia
  • Brazil
  • Canada
  • China
  • France
  • Germany
  • India
  • Japan
  • Mexico
  • South Korea
  • United Kingdom
  • United States

2010 Market Studies

2009 Market Studies

  • Global Tourism Watch 2009
  • In partnership with the Canadian Tourism Commission and other provincial tourism agencies, Alberta Tourism Parks and Recreation initiated a Global Tourism Watch program to expand consumer-based intelligence in core markets. The overall objective of the program is to monitor awareness, travel intentions and other key market indicators for Canada and Alberta. The summary reports are below.

2008 Market Studies

  • Global Tourism Watch 2008
  • In partnership with the Canadian Tourism Commission and other provincial tourism agencies, Alberta Tourism Parks and Recreation initiated a Global Tourism Watch program to expand consumer-based intelligence in core markets. The overall objective of the program is to monitor awareness, travel intentions and other key market indicators for Canada and Alberta. The summary reports are below.

  • Europe - European Segmentation Studies

  • Travel Alberta and Alberta Tourism, Parks and Recreation, in partnership with the Canadian Tourism Commission and five other provincial tourism agencies, conducted a segmentation study of travellers from the United Kingdom, Germany and France to Canada. The study also produced an Alberta report that specifically focuses on Alberta's potential to generate additional leisure travel from those markets.

    The research was designed to meet six business goals of the Canadian Tourism Commission and its partners.

    1. To understand why tourism to Canada has not grown faster.
    2. To design the most effective advertising and marketing communication to reach the potential markets.
    3. To make use of the most effective communication channels to reach the target market.
    4. To provide direction and assistance for the travel trade to accelerate the growth of pleasure travel to Canada.
    5. To identify the target segments for travel to Canada.
    6. To create market-sensitive product packages.


  • Europe The Market Potential for Dutch Travellers to Alberta
  • Alberta Tourism, Parks and Recreation, in partnership with Travel Alberta, identified the need to undertake research in The Netherlands, which is one of Alberta's secondary tourism markets. The research is needed to better understand the travel characteristics and travel motivators of the Dutch market. The overall objectives of this study are to gain insight into:

  • The size of the travelling population with The Netherlands to travel to Alberta or Western Canada.
  • The potential of the travelling population within The Netherlands.
  • How best to reach the travelling population within The Netherlands.


2007 Market Studies

  • Canada - Canadian Badlands
  • Alberta Tourism, Parks, and Recreation commissioned a study to be conducted on western Canadian's market potential for the Canadian Badlands. The study includes results from online interviews (quantitative) and a series of focus groups (qualitative) that were held in six major cities in Western Canada (Edmonton, Calgary, Kamloops, Kelowna, Regina and Winnipeg).

    The intent of this study was to provide a comprehensive understanding of current travel patterns and preferences, knowledge and perceptions of the Canadian Badlands and interest in the experiences, attractions and activities it has to offer.

2006 Market Studies

  • Canada - Jasper

  • Research was undertaken in 2006 to provide guidance and direction for marketing and product positioning in promoting Jasper National Park, the Jasper townsite and properties and activities in the area.

    This research:

    • covers a market that includes young adults, families, and mature/senior residents of the Edmonton CMA (Census Metropolitan Area), Calgary CMA, Grande Prairie CA (Census Agglomeration) and Saskatoon CMA
    • investigates the potential for more visits by regional visitors to Jasper for each of the fall, winter and spring seasons
    • identifies the key selling attributes or strengths of Jasper, for each of the three seasons
    • identifies perceived or real constraints that may hinder people from visiting Jasper more often or visiting at all

    For a detailed overview of the Jasper study, see:


  • China


    • Consumer Research in China - July 2006 (139 pages)

    • The study obtained market intelligence that will assist the Canadian tourism industry to develop appropriate marketing initiatives for the Chinese market in 2006 and beyond. The study consisted of a telephone survey of Chinese citizens to determine the incidence of long-haul travel in China and the potential for Canada. In addition, an in-person survey of Chinese long-haul pleasure travellers was conducted to examine travel characteristics, motivations, interests and perceptions of Canada.


      The consumer research focused on four key cities in China that align with Canada's key Approved Destination Status markets - Beijing, Shanghai, Guangzhou, and Shenzhen. Within these four cities, the survey focused on the urban districts (i.e. remote/rural districts were excluded). As a result, estimates presented in this report are based only on the urban districts of these four cities.

    • Travel Trade Research in China - January 2006 (97 pages)

    • A series of face-to-face interviews were conducted with 30 representatives of the Chinese travel trade to obtain their views on Canada as a potential vacation destination, opportunities and barriers for Canada, and product development and marketing strategies.

  • Japan

  • A survey of Japanese long-haul pleasure travellers was conducted to ascertain their purchasing patterns. Key research objectives of the survey included:

    • an examination of Japanese perceptions of overall price/value issues related to Canadian tourism products
    • an analysis of Japanese consumers' perceptions toward package cost components in Canada and other destinations
    • an analysis of trip planning and booking patterns
    • a review of consumers' buying habits in terms of package tour purchases
    • an analysis of consumers' purchasing patterns
    • an examination of trip types being purchased, and
    • an investigation of current challenges and opportunities for Canada in the Japanese market.

    For a detailed overview of the Japan study, see:

2004 Market Studies

  • Canada - Quebec

  • The Quebec Market Potential study was undertaken to determine the potential for increasing travel to Alberta by residents of that province. At present Alberta accounts for one to two per cent of all out-of-province travel by Quebec residents.

    The study profiles Quebec visitors to Alberta in 2002 and discusses factors that would encourage travel to Alberta from this market, as well as the challenges that need to be addressed.

  • Mexico

    • Mexico Tourism Potential for Alberta: Report Summary - March 2004 (4 pages)
    • The Government of Alberta commissioned InterVISTAS Consulting Inc. to identify the market potential for increased visitation out of the Mexican market and to determine activities for Alberta to undertake to realize this market potential and aid in market growth.

      In 2002, Canada greeted 162,000 Mexican visitors who stayed one or more nights in the country. Of these, an estimated 16,000 visited Alberta. The consensus among industry representatives interviewed was that the Mexico travel market offers strong long-term growth potential for Alberta.

    • Mexicans as International Travellers: Report Summary - June 2004 (4 pages)

    • The Canadian Travel Commission (CTC) contracted research to obtain an understanding of Mexicans travelling to destinations outside of Mexico. This is a summary of the CTC's 209 page report, Mexicans As International Travelers.

      The research, undertaken in late 2002, provides information on Mexican travellers' destinations, frequency of travel, reason for trips, and travel party composition.

  • United States - West Coast Metropolitan Regions

  • A March 2004 study explored the recent travel patterns and attitudes for future travel plans by travellers from West Coast (U.S.) Metropolitan Regions, and the image of Alberta as a destination by these travellers. Segmentation of the target markets was conducted and demographic and psychographic profiles were created.

    Surveys were conducted in Seattle, Spokane, Portland, Eugene, San Francisco, Orange County, and San Diego.

2000 Market Studies

  • Canada and the United States - Study of Visitors to Alberta from the U.S. and Ontario During Summer/Fall of 2000
  • The study was designed to collect feedback from approximately 800 visitors to Alberta from the United States and Ontario, who visited during the 2000 travel season (May to October) and stopped at a Visitor Information Centre in Alberta.

    • Focus Group Report - May 2001 (77 pages)
    • Full report on a series of ten focus groups conducted in Toronto, Chicago, Dallas/Ft. Worth, Los Angeles, and Seattle.

    • Executive Summary: Focus Group Report - May 2001 (8 pages)

    • Executive summary of the focus group results.

    • Telephone Survey Report - July 2001 (100 pages)

    • Findings of a detailed telephone survey with 394 of the visitors and reports on such things as satisfaction with the Alberta vacation experience, information sources used in planning the vacation, and feedback on specific locations in Alberta.

Contact: Sid Nieuwenhuis, Manager, Tourism Research

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Last reviewed/revised: April 7, 2014