2021 Global
Tourism Watch
Highlights Report
China
China GTW
– October 2021
Study Overview: China Market
2
Geographical Definition
for Qualified Trips
Outside of: East Asia
(e.g., China, Hong Kong,
Macau, Japan, South
Korea and Taiwan)
GTW Sample Distribution
Sample distribution: National
Recent visitors to Canada: 335
Other travellers: 1,865
Total sample size: 2,200
The target population are residents aged 18 years and older who have taken a long-haul
pleasure trip, where they had stayed at least 4 nights with a minimum of 1 night in paid
accommodation in the past 3 years, or plan to take such a trip in the next 2 years.
Timing of Fieldwork
2021
Oct
Note: this study is conducted
annually. Significant differences
from the last wave in November
2020 are identified with .
/
China GTW
– October 2021
Market Overview
3
It is important to consider the results in light of the COVID-19 situation at the time
of data collection (October 2021).
COVID-19 situation in China
Since the outbreak of COVID-19 in early 2020, China has imposed a strict “zero
Covid” policy to prevent the spread of the virus and keep cases as close to zero
as possible.
1
There were sporadic COVID-19 outbreaks which led to city or
regional lockdowns.
Outbound travel situation
As part of the “zero Covid” policy, Chinese travel agents were banned from selling
packages and group tours as of late January 2020.
2
Travel outside China for non-
essential reasons was strongly discouraged and the availability of international
flights was drastically reduced. Those choosing to travel internationally faced a
minimum 14-day hotel quarantine upon return. As a result, domestic tourism has
flourished. Macau is the only destination outside of mainland China which Chinese
citizens can travel to for leisure with no quarantine on arrival or return.
3
Plans to
reopen the Hong Kong-mainland border for quarantine-free travel were put on
hold indefinitely with the arrival of the Omicron variant in December 2021.
4
In
2021, there were 8.5 million Chinese outbound travellers, which is less than 5% of
the 2019 total.
5
Canada’s borders re-opened to non-resident visitors who were fully vaccinated
with a Health Canada approved vaccine on September 7, 2021. The list of
approved vaccines was expanded in November 2021 to include two vaccines
widely available in China. All visitors still required a pre-entry COVID-19 molecular
test, but quarantine requirements were eliminated for vaccinated travellers.
6
Travel Indicators
Prior to the COVID-19 pandemic, China was a growth
market with high levels of long-haul travel and future travel
intention.
Long-haul travel past 3 years
92%
Intend to travel long-haul next 2 years
74%
Ever visited Canada
27%
/ Significantly higher/lower than 2020 GTW wave.
Intend to visit Canada next 2 years
48%
1
China Briefing 2021/2022.
2
Dragon Trail International, October 2021.
3
China Travel News, September 2021.
4
Dragon Trail International, October 2021.
5
DFNI, January 2022.
6
Government of Canada, September 2021.
China GTW
– October 2021
KEY HIGHLIGHTS
4
Insight Implication
While there is pent-up demand for travel among Chinese travellers, relatively few say
they feel safe travelling. Although significantly more Chinese travellers say they feel safe
travelling in 2021 compared to 2020, the proportion remains relatively low.
To best meet the opportunity of Chinese travellers’ renewed interest in travel and
encourage them to visit Canada once restrictions are relaxed and international travel
is an option again, it will be important for messaging to illustrate that Canada is a safe
destination.
COVID-19 concerns related to caseloads, travel insurance, medical care, and the
possibility of being stranded are generally subsiding, but concerns about health and
safety measures and quarantine requirements (both at the destination and upon return
to China) persist. Vaccination levels in a country and vaccine passport requirements are
also moderately important considerations for Chinese travellers.
Once Chinese travellers are able to travel internationally, it will be important to
communicate Canada’s current health and safety regulations, entry requirements for
fully vaccinated travellers (including acceptance of Chinese vaccines), and lack of
quarantine requirements.
Travel is the top spending priority for the next year, and Chinese travellers are
planning to spend slightly more on long-haul travel post-COVID-19 than they did pre-
COVID-19. Anticipated spending on long-haul travel is considerably higher than anticipated
spending on domestic travel and short-haul travel.
The current prioritization of spending on travel, along with the high anticipated spend
on long-haul travel post-COVID-19, presents a strong opportunity for Canada once
Chinese travellers are able to travel internationally.
Interest in several outdoor activities has dropped in general, but remains consistently
high for a trip to Canada. In particular, interest in seeing the Northern lights is one of the
top activities Chinese travellers would base a trip around, and growing in popularity for a trip
to Canada.
While outdoor activities are still popular for a trip to Canada, interest in some activities
is waning. Unique activities such as viewing the Northern lights on a trip to Canada
may be a strong lure for Chinese travellers.
Interest in visiting Canada during the spring season outpaces historical visitation
during those months. Additionally, spring is the preferred season to take part in many
popular vacation activities, while others hold three- or four-season appeal.
There is an opportunity to disperse Chinese visitation into the spring by promoting
activities that are popular outside of the busy summer months.
Travel agents and tour operators play a pivotal role in supporting travel from China to
Canada. Almost all potential Chinese visitors indicate that they are likely to use a travel
agent to research or book a trip to Canada.
Building and maintaining relationships with the Chinese travel trade is important to
boosting visitation to Canada.
5
COVID-19
Considerations
China GTW
– October 2021
Attitudes Toward Travel and Transportation Modes
6
Base: Long-haul pleasure travellers (past 3 years or next 2 years) (n=2200)
COV13. Thinking of your next holiday, as government restrictions allow, how much do you agree
or disagree with the following statements?
Base: Long-haul pleasure travellers (past 3 years or next 2 years) (n=2200)
COV16. As government restrictions allow, how likely are you to use the following modes of
transportation?
Attitudes Toward Travel Transportation Modes
/ Significantly higher/lower than 2020 GTW wave.
/ Significantly higher/lower than 2020 GTW wave.
► Significantly more Chinese travellers say they are eager to travel again (76%, up from 68% in 2020), yet just 45% say they feel safe travelling now (up from 39% in
2020). Chinese travellers have a strong preference to visit new destinations over familiar ones.
► Despite ongoing COVID-19 restrictions, Chinese travellers are also growing more comfortable with using most forms of transportation. Comfort levels are higher
for domestic air travel than international air travel.
27%
21%
8%
8%
7%
6%
43%
34%
27%
26%
22%
20%
70%
54%
35%
34%
29%
26%
Domestic air
travel
International air
travel
Bus travel (coach,
tour, shuttle,
other)
Rental car
Cruise
Ferry
Definitely Very likely
26%
25%
15%
11%
53%
51%
50%
34%
79%
76%
64%
45%
I will visit new
destinations that I
have never visited
before
I miss travel – I
can't wait to get
out and travel
again
I will visit
destinations that I
know well or have
visited before
I feel safe
travelling now
Strongly agree Somewhat agree
China GTW
– October 2021
Most Important Considerations in Selecting Travel Destination
7
+
New statement in 2021 GTW – no trending.
Base: Long-haul pleasure travellers (past 3 years or next 2 years) (n=2200)
NEWQ3. When thinking about taking a holiday trip outside of your country, which of the following are the most important considerations in selecting your travel destination? (Select up to 3 options)
/ Significantly higher/lower than 2020 GTW wave.
► When selecting a destination, health and safety measures remain the top concern for Chinese travellers. Vaccination levels in a country and the requirement for
proof of vaccination/vaccine passports are also moderately high on Chinese travellers’ list of considerations when selecting a travel destination. Concerns about
COVID-19 caseloads, travel insurance, medical care, and the possibility of being stranded are generally subsiding.
► Despite the requirement for a minimum 14-day hotel quarantine upon re-entry to China, Chinese travellers are more concerned about quarantine requirements at a
destination than upon return to China.
46%
34%
29%
27%
25%
25%
18%
17%
15%
14%
14%
12%
0%
2%
Health and safety measures in a country
+Proportion of the population that has been vaccinated in a
country
Quarantine requirements upon entry into a country
The number of COVID-19 cases increasing in a country
+Requirement of vaccine passport or proof of vaccination
upon entry into a country
Quarantine requirements upon re-entry into my own country
The possibility of infecting others upon my arrival or return
The number of COVID-19 cases being higher in a country,
compared to my own country
Availability of insurance to cover medical costs
Availability of proper medical attention in a country
The possibility of being stranded in a country if transportation
options become unavailable
Availability of insurance to cover trip interruption or change
costs
Other
None of the above
8
Key Performance
Indicators
China GTW
– October 2021
32%
26%
20%
10%
9%
8%
7%
5%
5%
4%
4%
3%
China
Japan
South Korea
Thailand
Singapore
France
Australia
Canada
United States
United Kingdom
New Zealand
Malaysia
Unaided Long-Haul Destination Consideration (Next 2 Years)
9
1
Responses as mentioned by respondents (e.g., percentage who said “Canada” specifically).
2
Roll-up of brand mentions by country (e.g., percentage who said “Canada” or any destination in Canada).
Base: Long-haul pleasure travellers (past 3 years or next 2 years) (n=2200)
S8. You mentioned that you are likely to take a long-haul holiday trip outside of East Asia (e.g., China, Hong Kong, Macau, Japan, South Korea and Taiwan) in the next 2 years. Which destinations
are you seriously considering? (Please list up to 3 destinations)
/ Significantly higher/lower than 2020 GTW wave.
Top 12 Destination Brands
1
Top 12 Destination Countries
2
4%
Don’t
know
26%
Not
planning
to travel
Unaided consideration represents the top-of-mind presence of destinations in the consumer mindset and requires travellers to think of destinations without
being prompted.
► Canada is tied with the United States as the #8 top-of-mind country that Chinese travellers are considering visiting in the next 2 years. Due to travel restrictions in
place at the time of data collection, it is not surprising that mentions of China are up significantly compared to 2020. While down from 2020 levels, 26% of Chinese
travellers still indicate they are not planning to travel.
24%
23%
18%
11%
10%
9%
9%
6%
6%
5%
4%
4%
Hong Kong
Japan
South Korea
Macau
Thailand
Singapore
Taiwan
Australia
France
Canada
United States
United Kingdom
5.0% – Canada
0.1% – Ottawa
0.1% – Victoria
China GTW
– October 2021
Aided Destination Consideration (Next 2 Years)
10
Base: Long-haul pleasure travellers (past 3 years or next 2 years) (n=2200)
BVC1. You may have already mentioned this before, but which destinations would you seriously consider visiting in the next 2 years? (Select all that apply)
/ Significantly higher/lower than 2020 GTW wave.
Aided consideration represents the proportion of travellers who say they would seriously consider visiting a destination, when prompted with a list of
potential destinations. For these travellers, Canada may not be top-of-mind as a destination, but they are considering a visit in the next 2 years.
► Canada continues to rank first on aided consideration, just ahead of France. Aided consideration for some top competitors, New Zealand and Australia, has
dropped significantly since 2020.
35%
32%
28%
27%
26%
25%
24%
23%
22%
20%
17%
16%
15%
11%
5%
Canada
France
New Zealand
Australia
Italy
Switzerland
United Kingdom
Russia
Germany
United States
Sweden
Netherlands
Spain
Belgium
India
China GTW
– October 2021
Knowledge of Holiday Opportunities
11
Base: Long-haul pleasure travellers (past 3 years or next 2 years) evaluating each destination
MP3. How would you rate your level of knowledge of holiday opportunities in each of the following destinations?
/ Significantly higher/lower than 2020 GTW wave.
► Canada remains in the middle of the pack on destination knowledge among long-haul competitors – in a three-way tie with Russia and Germany for the 7
th
spot
and trailing the #1 ranked France by a considerable margin.
8%
9%
8%
11%
8%
11%
8%
9%
9%
9%
7%
7%
6%
3%
3%
32%
24%
26%
22%
24%
21%
24%
23%
22%
21%
19%
20%
16%
17%
11%
40%
33%
33%
33%
32%
32%
31%
31%
31%
30%
26%
26%
22%
21%
14%
France (n=472)
Australia (n=472)
New Zealand (n=471)
United States (n=471)
United Kingdom (n=471)
Switzerland (n=471)
Germany (n=472)
Russia (n=471)
Canada (n=2200)
Italy (n=471)
Sweden (n=471)
Netherlands (n=471)
Spain (n=472)
Belgium (n=472)
India (n=472)
Excellent Very good
China GTW
– October 2021
Stage in the Purchase Cycle by Market
12
Base: Long-haul pleasure travellers (past 3 years or next 2 years) – note all respondents evaluated Canada plus 2 randomly selected countries from the competitive set
MP1. Which of the following best describes your current situation when thinking about each of the following destinations for a holiday trip?
There is a purchasing or decision-making cycle associated with long-haul travel; consumers move through progressive stages from not knowing anything
about a destination to booking a trip. NET Active Planning represents the final four stages, or lower funnel, of this path-to-purchase cycle.
► Between 9% and 26% of Chinese travellers are in the lower funnel stages of the purchase cycle for Canada’s top competitor long-haul destinations. Canada is
ranked 7
th
overall, tied with four other destinations. 21% of Chinese travellers report that they are in the NET active planning stages for a trip to Canada, down
significantly from 2020. This suggests that several destinations are under serious consideration by Chinese travellers and Canada may face a challenge
converting interested travellers into visitors.
► Compared to 2020, more Chinese travellers say that they are seriously considering visiting Canada in the next 2 years, while fewer are planning an itinerary, which
may be related to the travel restrictions facing Chinese travellers at the time of data collection.
15%
17%
21%
26%
13%
8%
Canada (n=2200)
Have never thought of taking a trip to this destination
Not interested in visiting/returning in the foreseeable
future
Dreaming about visiting/returning someday
Seriously considering visiting/returning in the next 2
years
Am currently making transportation and
accommodation arrangements
Have already booked my transportation and
accommodations
Have started to gather some travel information for a
trip to this destination (from friends, internet, etc.)
Am planning the itinerary for a trip to this destination
NET Active
Planning
21%
/ Significantly higher/lower than 2020 GTW wave.
China GTW
– October 2021
NET Promoter Score (NPS)
13
Base: Long-haul pleasure travellers (past 3 years or next 2 years) who have visited each destination
MP11. Whether you have visited or not, how likely are you to recommend each of the following holiday destinations to a friend, family member or colleague?
The Net Promoter Score (NPS) measures the likelihood of travellers to recommend a destination. It is an important measure for advocacy, since a high
NPS score suggests that those who have visited Canada are more likely to encourage others to visit. Results are gathered among travellers who have
ever visited the destination and data has been normalized to indicate relative NPS scores across all competitors.
► Compared to competitive destinations, Canada is ranked 4
th
overall on NPS. This marked a slight drop from the 3
rd
spot in 2020.
France
Italy
Germany
Canada
New Zealand
Switzerland
Russia
Australia
Sweden
Netherlands
United Kingdom
Spain
Belgium
United States
India
Normalized Data
Travel Spending and
Canada Travel Intent
14
China GTW
– October 2021
Spending Priorities for the Next Year
+
15
+
New question in 2021 GTW – no trending.
Base: Long-haul pleasure travellers (past 3 years or next 2 years) (n=2200)
AT. In the next 12 months, which of following will you prioritize spending money on? (Select up to 3 options)
► Travel is the top immediate spending priority for Chinese travellers in 2021, far ahead of secondary priorities such as savings and electronics.
76%
53%
29%
27%
23%
16%
7%
4%
2%
Travel
Longer-term savings
Electronics
Buying a car
Home renovations or decorating
Purchasing a home
Paying down debt
Other
None of the above
China GTW
– October 2021
Travel Spending Intentions (in Next 12 Months)
16
Base: Long-haul pleasure travellers (past 3 years or next 2 years) (n=2200)
S2. How would you describe your spending intentions on the following items in the next 12 months compared to the last 12 months? Will you spend …?
/ Significantly higher/lower than 2020 GTW wave.
Travel Market Outlook is the difference between the proportion who say they will spend more on travel in the next 12 months than they did in the last 12
months, minus the proportion who say will spend less on travel in the next 12 months than in the last 12 months.
► Chinese travellers foresee spending more on all types of travel in the next year than they did in the past year.
► While the long-haul travel outlook is still negative and far below 2019 (+24), it is significantly improved from 2020 (-44).
46%
36%
18%
9%
45%
46%
A little more
About the same
A little less
39%
44%
17%
+38 -22 -28
Leisure Travel
Within China
Leisure Travel Within
East Asia (e.g.,
China, Hong Kong,
Macau, Japan, South
Korea and Taiwan)
Leisure Travel Outside
East Asia (e.g., China,
Hong Kong, Macau,
Japan, South Korea
and Taiwan)
Travel Market Outlook
China GTW
– October 2021
Travel Spending
+
17
+
New questions in 2021 GTW – no trending.
Base: Long-haul pleasure travellers who travelled in 2019 (n=1692 Domestic / n=1423 Short-haul / n=1312 Long-haul)
TP2_INT. Thinking about the holiday trips you took in 2019, approximately how much did your immediate household spend in total on trips to each destination? A rough estimate is fine but if you
cannot remember please select don’t know. (PRE-COVID)
Base: Long-haul pleasure travellers who expect to travel post-COVID-19 (n=1677 Domestic / n=1413 Short-haul / n=1361 Long-haul)
TP2B_INT. Thinking about the vacation trips you plan to take when COVID-19 is no longer a consideration, approximately how much does your immediate household intend to spend in total on trips
to each destination? A rough estimate is fine but if it’s too hard to predict please select don’t know. (POST-COVID)
► Although travel is a spending priority and the outlook for spending on travel has improved compared to 2020, Chinese travellers don’t anticipate much change in
their spending on travel post-COVID-19 compared to pre-COVID-19, regardless of the destination.
► Long-haul travel is projected to see modest growth in spending, and anticipated spending on long-haul travel ($5,320) is considerably higher than anticipated
spending on domestic travel ($2,735) and short-haul travel ($3,951).
PRE-COVID POST-COVID
NET CHANGE
POST-COVID
MINUS
PRE-COVID
Travelling within China
$2781 $2735
-$46
(-2%)
Travelling within East Asia (e.g., China, Hong Kong, Macau, Japan, South Korea and Taiwan)
$4022 $3951
-$71
(-2%)
Travelling outside East Asia (e.g., China, Hong Kong, Macau, Japan, South Korea and Taiwan)
$5279 $5320
+$41
(+1%)
Mean Annual Household Spend on Vacation Trips
China GTW
– October 2021
Likelihood of Visiting Canada in Next 2 Years
18
Note: Not interested is comprised of those saying not very likely, not at all likely, or indicating no intention to visit Canada.
Base: Long-haul pleasure travellers (past 3 years or next 2 years) (n=2200)
MP6. Realistically, how likely are you to take a holiday trip to Canada in the next 2 years?
/ Significantly higher/lower than 2020 GTW wave.
► Among all Chinese travellers, the likelihood of visiting Canada in the next two years is up significantly from 2020.
► Intent to visit Canada in the next two years is highest among those aged 55+ and lowest among those aged 18-34.
► Chinese travellers are more likely to be considering a longer trip of 4+ nights than a shorter trip of 1-3 nights when visiting Canada in the next 2 years.
48%
40%
20%
26%
14%
45%
26%
22%
7%
Definitely
Very likely
Somewhat likely
Not interested
Likelihood of Taking a Trip of:
4+ nights
1 to 3 nights
Likely
(definitely/very
likely) to visit
Canada in next
2 years
China GTW
– October 2021
Potential Market Size For Canada
19
1
Includes respondents likely to visit Canada for a trip of 1 to 3 nights, or a trip of 4 nights or more.
Base: Target market for Canada = long-haul pleasure travellers (past 3 years or next 2 years) (n=2200); Immediate potential for Canada = dream to purchase stages for P2P for Canada (n=1552)
MP1. Which of the following best describes your current situation when thinking about each of the following destinations for a holiday trip?
MP6. Realistically, how likely are you to take a holiday trip to Canada in the next 2 years?
Target Market for Canada
Those in the dream to
purchase stages of the path
to purchase for Canada
Size of the Potential Market to Canada (Next 2 Years)
Size of the target
market
Immediate Potential
for Canada
Will definitely/very likely visit
Canada in the next 2 years
1
Immediate potential
Total potential long-
haul pleasure travellers
aged 18 years or more
/ Significantly higher/lower than 2020 GTW wave.
Study data is used to estimate the size of the potential market for Canada in two ways – the target market (proportion of all Chinese travellers in the dream
to purchase stages of the purchase cycle for Canada) and the immediate potential market (intention among the target market to visit in the next two
years).
► The proportion of Chinese travellers considering Canada remained stable in 2021, but within that group the intention to visit in the next two years increased
significantly, resulting in an immediate potential market size of 9.6 million.
9,551,000
20,120,000
68%
13,762,000
69%
China GTW
– October 2021
Potential Market Size for the Regions
20
+
Saskatchewan and Manitoba were combined in 2020 GTW wave – no trending.
Base: Those in the dream to purchase stages of the path to purchase for Canada and definitely/very likely to take a trip to Canada (n=1106)
MP7. If you were to take a holiday trip to Canada in the next 2 years, which of the following Canadian travel destinations are you likely to visit? (Select all that apply)
/ Significantly higher/lower than 2020 GTW wave.
Key:
% likely to visit region
Immediate potential (000s)
Immediate Potential for Canada: 9,551,000
► Ontario and BC continue to stand out as the provinces most likely to attract the largest share of Chinese travellers. However, compared to 2020 interest in BC
declined in 2021, as did interest in the Atlantic region. By contrast, interest in visiting Alberta and the North is on the rise.
NORTH
16%
1,547
BC
53%
5,052
AB
40%
3,859
SK
+
25%
2,378
ON
66%
6,294
QC
40%
3,811
ATL
32%
3,047
MB
+
26%
2,521
China GTW
– October 2021
Canadian Destinations Likely to Visit
21
+
Saskatchewan and Manitoba were combined in 2020 GTW wave – no trending.
Base: Those in the dream to purchase stages of the path to purchase for Canada and definitely/very likely to take a trip to Canada (n=1106)
MP7. If you were to take a vacation trip to Canada in the next 2 years, which of the following Canadian travel destinations are you likely to visit? (Select all that apply)
MP7a-i. Within [province/region], which travel destinations are you likely to visit? (Select all that apply)
/ Significantly higher/lower than 2020 GTW wave.
► The declining interest in BC and the Atlantic region is fueled by declining interest in many top destinations in those regions. Meanwhile, the growing interest in
Alberta is driven by increased interest in mountain destinations.
40%
Alberta
29%
Rocky Mtns.
19%
Calgary
19%
Banff
18%
Edmonton
17%
Jasper
5%
Other – AB
16%
North
8%
Dawson City
7%
Inuvik
6%
Iqaluit
5%
Yellowknife
5%
Whitehorse
7%
Other – North
53%
British Columbia
43%
Vancouver
35%
Rocky Mtns.
33%
Victoria
11%
Whistler
11%
Okanagan
4%
Other – BC
25%
Saskatchewan
+
21%
Saskatoon
16%
Regina
13%
Other
– SK
26%
Manitoba
+
22%
Churchill
19%
Winnipeg
11%
Other
– MB
66%
Ontario
52%
Niagara
Falls
52%
Toronto
43%
Ottawa
9%
Other
– ON
32%
Atlantic
16%
Saint John
12%
St. John’s
11%
Halifax
11%
Charlottetown
9%
Fredericton
9%
Cape Breton
15%
Other – PE
12%
Other – NL
8%
Other – NS
7%
Other – NB
40%
Quebec
31%
Québec
City
26%
Montréal
17%
Mont
Tremblant
9%
Other
– QC
China GTW
– October 2021
China Seasonal Demand for Canada
22
+
Source: 2019 Statistics Canada Frontier Border Counts.
* ‘Don’t know’ responses excluded from seasonal demand chart.
Base: Those in the dream to purchase stages of the path to purchase for Canada, excluding ‘Don’t know’ (n=1470)
PC3. What time of year would you consider taking a holiday trip to Canada in the next 2 years? (Select all that apply)
/ Significantly higher/lower than 2020 GTW wave.
6%
Don’t know*
► July and August are the most popular months for Chinese travellers considering a visit to Canada, and also historically the peak months for visitor arrivals from
China.
► However, demand appears to be shifting away from the peak summer period, while interest in visiting in early spring (March-April) is growing. This presents an
opportunity to potentially disperse some Chinese visitation into the spring months, given that demand outpaces historical visitation during these months.
6%
14%
24%
28%
20%
9%
14%
10%
19%
28%
20%
9%
Jan-Feb Mar-Apr May-Jun Jul-Aug Sep-Oct Nov-Dec
2021 China Traveller Demand
2019 Actual Arrivals+
23
Impressions of
Canada
China GTW
– October 2021
Impressions of Canada as a Holiday Destination
24
Base: Long-haul pleasure travellers (past 3 years or next 2 years) (n=2200)
MP5_NEW. We are interested in your general impressions about destinations, even if you have never been there. Please select all the destination you think apply to the statement. Select None of
these if you think none of the destinations apply.
/ Significantly higher/lower than 2020 GTW wave.
► Canada is best known among Chinese travellers for beautiful scenery and landscapes, offering unique experiences, and as a place to see wildlife. However, the
proportion of Chinese travellers associating Canada with these top attributes, as well as several other attributes, declined in 2021.
53%
50%
48%
47%
47%
47%
45%
44%
44%
43%
43%
43%
42%
Has beautiful outdoor scenery and
landscapes
Is a place where I can experience things that
I can't experience at home
Is a great place to see wildlife in its natural
habitat
Is a great place for touring around to multiple
destinations
Is easy to travel to from where I live
Its cities have a lot of great attractions to see
and do
Combines the best of both outdoor activities
and city experiences
Is a place to spend quality time with friends
and/or family
Is a place that allows me to de-stress
Has great outdoor activities I would
participate in
Is a place I would be proud to tell people I
have visited
Its cities are great for exploring and soaking
in the atmosphere
Has a unique culture that I would want to
experience on a vacation
42%
42%
41%
41%
41%
41%
40%
40%
40%
38%
36%
35%
8%
Is a safe place to visit
Is a great place for regular vacations that
avoid surprises
Offers adventures that everyone can enjoy
Offers adventures that challenge me
Has great dining and food experiences
Offers good value for money
Is a place to form lifelong memories
Has people that are friendly and welcoming
Has great shopping
Has vibrant art scene
Is a place that inspires me
Has great historical & cultural experiences
None of these
China GTW
– October 2021
Key Barriers for Visiting Canada
25
Base: Long-haul pleasure travellers (past 3 years or next 2 years) (n=2200)
MP9. Which of the following factors might discourage you from visiting Canada? (Select all that apply)
/ Significantly higher/lower than 2020 GTW wave.
► Similar to 2020, health risks and safety concerns continue to stand out as the top deterrent for potential Chinese travellers to visit Canada in 2021, although both
have declined as COVID-19 vaccines became more globally available.
► Concerns about a language barrier, unfavourable winter driving conditions, and lack of knowledge about Canada are on the rise.
49%
41%
29%
17%
17%
15%
14%
13%
13%
12%
11%
10%
9%
9%
9%
8%
7%
7%
5%
4%
4%
Health risks
Safety concerns
Poor weather
Not enough time to take a vacation
Delays and hassles at airports and borders
Language barrier/don't speak my language
Too far/flight too long
Cost
Poor value for money
Too many crowds at the places I want to visit in Canada
Unfavourable conditions for driving during winter
Unable to take vacation during months when I want to visit Canada
Destinations and attractions too far apart
Don't know enough about it
Visa requirements
There is no reason to visit anytime soon
There are other places I would rather visit
Doesn't have the cultural experiences I'm looking for
Have been to all the places I wanted to go in Canada
Unfavourable exchange rate
Nothing would prevent me from travelling to Canada
26
Vacation Interests
China GTW
– October 2021
Activities Interested in While on Holiday
27
+
New statement in 2021 GTW – no trending.
Base: Long-haul pleasure travellers (past 3 years or next 2 years) (n=2200)
MP10. In general, what activities or places are you interested in while on vacation? (Select all that apply)
/ Significantly higher/lower than 2020 GTW wave.
► Along with trying local food and drink, Chinese travellers have a strong preference for nature-based holiday activities.
► While interest in seeing the Northern lights and shopping is up relative to 2020, general interest in a wide variety of other vacation activities, including both nature
and city-based activities, has decreased compared to 2020.
52%
50%
49%
44%
42%
42%
41%
41%
40%
38%
36%
34%
33%
30%
30%
30%
29%
29%
Trying local food and drink
+Oceanside beaches
Natural attractions like mountains or
waterfalls
Historical, archaeological or world
heritage sites
Northern lights
+Lakeside beaches
Amusement or theme parks
Nature parks
Viewing wildlife or marine life
Exploring Indigenous culture, traditions or
history
Snowshoeing or cross country skiing
Camping
Food and drink festivals or events
Fine dining
Shopping for items to remember my trip
Art galleries or museums
Spring blossoms
City green spaces like parks or gardens
28%
28%
28%
27%
26%
24%
24%
24%
24%
24%
22%
21%
21%
20%
20%
20%
19%
18%
17%
Live shows
Culinary tours or cooking classes
Cultural or traditional festivals
Hiking or walking in nature
Downhill skiing or snowboarding
Nightlife
Fishing or hunting
Shopping for clothes/shoes
Kayaking, canoeing or paddle boarding
Fall colours
Ziplining
Shopping for luxury items
Breweries or wineries
Guided nature tours
Agricultural or country farm tours
Winter festivals
Music festivals
Guided city tours
Movie festivals
17%
16%
16%
16%
15%
15%
14%
14%
14%
13%
13%
13%
13%
12%
11%
11%
9%
1%
Self-guided driving tours/road trips
Scuba diving
Sporting events
Golfing
Mountain biking
Exploring places most tourists won't go to
Guided boat tours
Guided airplane or helicopter tours
Casual biking
Travelling to remote destinations
Cruises
Road cycling
Guided train tours
Spa or wellness centres
Rodeos
Comedy festivals
Renting a recreational vehicle (RV)
None of the above
China GTW
– October 2021
Activities to Base an Entire Trip Around
28
+
New statement in 2021 GTW – no trending.
Base: Long-haul pleasure travellers (past 3 years or next 2 years) answering (n=2183)
MP12. Among these activities, are there any that are important enough that you would base an entire trip around that activity? (Select all that apply)
/ Significantly higher/lower than 2020 GTW wave.
► Interest in planning a trip around seeing the Northern lights is very high and has increased relative to 2020, which presents a key opportunity for Canada. Other
natural attractions like mountains and waterfalls are the top activity Chinese travellers would base a trip around, though interest is down relative to 2020.
36%
31%
26%
25%
25%
23%
21%
19%
19%
15%
14%
14%
14%
13%
12%
12%
12%
12%
Natural attractions like mountains or
waterfalls
Northern lights
Trying local food and drink
Historical, archaeological or world
heritage sites
Viewing wildlife or marine life
Nature parks
Amusement or theme parks
+Oceanside beaches
Exploring Indigenous culture, traditions or
history
Fine dining
Food and drink festivals or events
Cultural or traditional festivals
Art galleries or museums
Live shows
Fall colours
Spring blossoms
City green spaces like parks or gardens
Camping
12%
11%
11%
11%
11%
10%
10%
10%
10%
10%
9%
9%
9%
8%
8%
7%
7%
7%
Shopping for items to remember my trip
+Lakeside beaches
Shopping for clothes/shoes
Guided nature tours
Shopping for luxury items
Nightlife
Breweries or wineries
Downhill skiing or snowboarding
Snowshoeing or cross country skiing
Winter festivals
Culinary tours or cooking classes
Fishing or hunting
Self-guided driving tours/road trips
Music festivals
Hiking or walking in nature
Guided city tours
Sporting events
Agricultural or country farm tours
7%
7%
6%
6%
6%
6%
5%
5%
5%
4%
4%
4%
4%
4%
3%
3%
3%
3%
1%
Kayaking, canoeing or paddle boarding
Movie festivals
Guided airplane or helicopter tours
Guided train tours
Exploring places most tourists won't go to
Guided boat tours
Casual biking
Rodeos
Golfing
Spa or wellness centres
Scuba diving
Travelling to remote destinations
Ziplining
Renting a recreational vehicle (RV)
Comedy festivals
Mountain biking
Cruises
Road cycling
None of the above
China GTW
– October 2021
Time of Year Would Participate in Activities While on Holiday
+
29
>50% of respondents who are interested in the
activity would participate in this season
40-49% of respondents who are interested in the
activity would participate in this season
+
New question in 2021 GTW – no trending.
Base: Long-haul pleasure travellers (past 3 years or next 2 years) interested in activity
MP10A. Thinking about activities or places you are interested in while on vacation, when would you typically take part in these activities? (Select all that apply) Note that the seasons refer to the
destination’s seasons.
► Spring is the preferred season to take part in many of the listed vacation activities, followed by summer. Other activities such as trying local food and drink hold
three season appeal. There are also several activities, especially city-oriented activities, which are popular year-round.
Summer
Fall Winter Spring
Trying local food and
drink
58% 54% 39% 63%
+ Oceanside beaches
81% 20% 12% 31%
Natural attractions like
mountains or waterfalls
50% 39% 18% 48%
Historical, archaeological
or world heritage sites
33% 52% 24% 60%
Northern lights
23% 19% 73% 17%
+ Lakeside beaches
77% 26% 12% 37%
Amusement or theme
parks
46% 46% 22% 66%
Nature parks
36% 49% 23% 70%
Viewing wildlife or
marine life
51% 35% 18% 57%
Exploring Indigenous
culture, traditions or
history
50% 58% 42% 65%
Snowshoeing or cross
country skiing
n/a n/a 100% n/a
Camping
51% 43% 15% 54%
Food and drink festivals
or events
57% 45% 32% 51%
Fine dining
48% 56% 43% 61%
Shopping for items to
remember my trip
52% 48% 41% 63%
Art galleries or museums
43% 52% 45% 67%
Spring blossoms
n/a n/a n/a 100%
City green spaces like
parks or gardens
43% 43% 23% 74%
Summer
Fall Winter Spring
Live shows
42% 47% 31% 55%
Culinary tours or cooking
classes
39% 40% 35% 58%
Cultural or traditional
festivals
42% 44% 35% 57%
Hiking or walking in
nature
34% 48% 20% 69%
Downhill skiing or
snowboarding
n/a n/a 100% n/a
Nightlife
71% 36% 23% 45%
Fishing or hunting
52% 35% 24% 52%
Shopping for
clothes/shoes
48% 43% 39% 57%
Kayaking, canoeing or
paddle boarding
70% 23% 13% 37%
Fall colours
n/a 100% n/a n/a
Ziplining
41% 35% 30% 49%
Shopping for luxury
items
49% 53% 46% 64%
Breweries or wineries
40% 48% 38% 48%
Guided nature tours
30% 49% 30% 62%
Agricultural or country
farm tours
27% 41% 23% 60%
Winter festivals
n/a n/a 100% n/a
Music festivals
54% 38% 23% 51%
Guided city tours
44% 41% 36% 64%
Summer
Fall Winter Spring
Movie festivals
47% 43% 42% 62%
Self
-guided driving
tours/road trips
27% 55% 23% 69%
Scuba diving
73% 20% 13% 30%
Sporting events
48% 36% 30% 56%
Golfing
40% 31% 28% 60%
Mountain biking
38% 34% 23% 59%
Exploring places most
tourists won't go to
33% 41% 42% 51%
Guided boat tours
47% 34% 33% 53%
Guided airplane or
helicopter tours
34% 37% 34% 55%
Casual biking
33% 45% 21% 64%
Travelling to remote
destinations
38% 46% 29% 62%
Cruises
29% 35% 26% 63%
Road cycling
31% 33% 25% 66%
Guided train tours
34% 34% 39% 60%
Spa or wellness centres
44% 34% 47% 46%
Rodeos
43% 33% 24% 53%
Comedy festivals
44% 38% 35% 56%
Renting a recreational
vehicle (RV)
38% 29% 30% 56%
China GTW
– October 2021
Sustainable Travel
30
1
Data can be found on page 32.
+ Base: Asked among those in the dream to purchase stages of the path to purchase for Canada (n=1552)
Base: Long-haul pleasure travellers (past 3 years or next 2 years) (n=2200)
PC31. Sustainable travel refers to “travel that minimises any negative impact on the destination’s environment, economy and society, while making positive contributions to the local people and
conserving the destination’s natural and cultural heritage”. Please indicate your level of agreement with each of the following statements …
/ Significantly higher/lower than 2020 GTW wave.
► Just over three-quarters of Chinese travellers say they are thinking about their personal impact on travel destinations, with just slightly fewer saying they would pay
more for socially responsible and environmentally-friendly options.
► A majority of those interested in taking a trip to Canada consider it to be an environmentally-friendly and socially responsible travel destination, though these
positive impressions have dropped compared to 2020.
► However, a much smaller number mention the availability of eco-friendly (18%) or socially responsible (18%) travel options as factors influencing their choice of
Canada as a travel destination.
1
29%
22%
29%
22%
19%
21%
20%
18%
55%
59%
51%
55%
57%
51%
50%
47%
84%
82%
80%
77%
76%
72%
70%
65%
I select travel destinations that have invested in reducing
their environmental impact
I select travel destinations that have invested in socially
responsible tourism practices
+I consider Canada to be an environmentally-friendly travel
destination
+I consider Canada to be a socially responsible travel
destination
I consider the impact that I personally have on the
destinations I visit
For an equivalent experience, I am willing to pay a higher
price for a socially responsible travel option over one that is
not
For an equivalent experience, I am willing to pay a higher
price for an environmentally-friendly travel option over one
that is not
I purposely avoid visiting crowded destinations
Strongly agree Somewhat agree
31
Key Characteristics of
Future Trips to Canada
China GTW
– October 2021
Factors Influencing Destination Choice
32
+
New statement in 2021 GTW – no trending.
Base: Long-haul pleasure travellers (past 3 years or next 2 years) considering Canada (n=840)
FT3. Which of the following would factor into your choice to travel to Canada? (Select all that apply)
/ Significantly higher/lower than 2020 GTW wave.
► The top factors that influence Chinese travellers to choose Canada as a holiday destination include destination safety, the availability of interesting culinary
activities, and the availability of interesting outdoor experiences.
► Several of the top factors have decreased in importance as reasons to choose Canada since 2020.
31%
29%
28%
28%
27%
26%
26%
24%
23%
20%
Is a safe place to visit
Offers culinary activities I am
interested in (e.g. food or winery
tour)
Offers outdoor experiences I am
interested in
Offers cultural experiences I am
interested in
Opportunity to relax, unwind, and
decompress
Seeing a great trip itinerary
Offers city experiences I am
interested in
Has adequate health and safety
policies in place
Is a great family destination
Is a place where I could gain a
new perspective on my world
18%
18%
18%
18%
18%
17%
17%
17%
17%
+Is a destination that offers
socially responsible travel options
that support the local community
Is somewhere I have always
wanted to visit
Offers travel activities I am
interested in (e.g. cruise, train, or
RV trips)
Offers sports or outdoor activities
I wanted to do (e.g. ski, golf)
Is a destination that offers eco-
friendly travel activities
Offers great opportunities to
share my trip on social media
Is a place where I could pursue
my personal passions
My friends or family recommend it
I saw an article or video on a
news or lifestyle website
16%
16%
15%
15%
13%
13%
13%
8%
<1%
I saw a picture or a post from
someone in my personal social
network
I saw it on a channel I subscribe
to or a personality I follow on
social media
Is recommended by a travel agent
or tour operator
If it fits my travel budget
Seeing a great deal
I saw it on a television program
I want to visit with my friends or
family
Have visited before and wanted to
return
Other
China GTW
– October 2021
Main Purpose and Travel Party of Future Trip
33
Base: Long-haul pleasure travellers (past 3 years or next 2 years) considering Canada (n=840)
FT2. If you took a trip to Canada, what would be the main purpose of this trip?
Base: Long-haul pleasure travellers (past 3 years or next 2 years) considering Canada (n=840)
FT5. Who would you travel with on a trip to Canada? (Select all that apply)
Purpose of Trip Travel Party
/ Significantly higher/lower than 2020 GTW wave.
/ Significantly higher/lower than 2020 GTW wave.
► Holiday trips will drive Chinese travel to Canada in the next 2 years, with personal events (e.g. family reunion, wedding) playing a smaller role.
► Chinese travel parties visiting Canada will be largely be made up of immediate family – primarily couples trips or family trips with children.
Would
travel with
spouse/
partner only
33%
85%
23%
16%
12%
11%
1%
Holiday
Personal event
(e.g., family reunion, wedding)
Combined business/personal reasons
Visit family and friends
Education/learning a language
Other
80%
35%
19%
15%
9%
7%
5%
4%
1%
0%
Spouse or partner
Child (under 18 years old)
Friend(s)
Parent(s)
Alone/solo
Child (18 years old or older)
Other family members
Business
associate/collegues
Grandparent(s)
Other
China GTW
– October 2021
Length of Future Trip
34
Base: Long-haul pleasure travellers (past 3 years or next 2 years) considering Canada (n=840)
FT4. How many nights do you think you would spend on a trip to Canada?
/ Significantly higher/lower than 2020 GTW wave.
► Chinese travellers typically would like to spend at least four nights in Canada. The strongest preference is for a stay of 4-6 nights, although this number has fallen
since 2020.
<1%
12%
55%
30%
3%
1 night
2-3 nights
4-6 nights
7-13 nights
14+ night
China GTW
– October 2021
Trip Type and Accommodation for Future Trip
35
Base: Long-haul pleasure travellers (past 3 years or next 2 years) considering Canada (n=840)
FT9. What type of trip do you think you would be most likely to book likely to book for a trip to
Canada? (Select one)
+
New statement in 2021 GTW – no trending.
Base: Long-haul pleasure travellers (past 3 years or next 2 years) considering Canada (n=840)
FT10. Which types of accommodation would you consider staying at during a trip to Canada?
(Select all that apply)
Trip Type Type of Accommodation
/ Significantly higher/lower than 2020 GTW wave.
/ Significantly higher/lower than 2020 GTW wave.
► Chinese travellers are split on the type of trip they would prefer on a visit to Canada. Fully guided tours, partially guided options, and all-inclusive packages are all
similarly popular choices for a trip to Canada.
► Chinese travellers have a strong interest in unique accommodation options. Resorts and mid-priced accommodations are also popular, but interest is decreasing.
40%
36%
34%
32%
30%
29%
27%
27%
16%
14%
13%
12%
8%
<1%
+Unique accommodation (e.g. treehouse, tiny
homes, eco-domes, etc.)
Resort
Mid-priced hotel/motel
Bed & Breakfast (B&B)
Luxury hotel
+Glamping (e.g. camping with comfortable amenities
and, in some cases, resort-style services or catering)
Budget hotel/motel
Guest ranch, farm or lodge
Rented house, apartment or condominium
Camping or trailer/RV park
Own cottage or second home
Hostel, university or school dormitory
Home of friends or relatives
Other
28%
27%
25%
15%
3%
1%
1%
<1%
Fully escorted or guided group tour to several
destinations
All-inclusive or semi-inclusive resort stay
(including beach, ski, nature, country or golf
resort)
Independent touring trip with some guided day
or overnight excursions
Fully independent touring trip (i.e. visiting
several destinations on your own)
Trip to a single city or place
Cruise
A visit to friends or relatives
Don’t know
China GTW
– October 2021
Activities Interested in on Future Trip to Canada
36
+
New statement in 2021 GTW – no trending.
Base: Long-haul pleasure travellers (past 3 years or next 2 years) considering Canada (n=840)
FT11. What activities would you be interested in participating in during a trip to Canada? (Select all that apply)
/ Significantly higher/lower than 2020 GTW wave.
► Chinese travellers’ interest in viewing the Northern lights in Canada increased significantly in 2021 and is now the #5 activity of interest for a trip to Canada. This
presents a strong opportunity for Canada, as viewing the Northern lights is also one of the top activities that they would base a trip around. While there is still a
strong preference among Chinese travellers for nature-based activities on a trip to Canada, interest in some of those top activities has dropped relative to 2020.
54%
51%
49%
47%
46%
43%
43%
43%
41%
40%
39%
37%
36%
36%
36%
36%
35%
32%
32%
+Oceanside beaches
Trying local food and drink
+Lakeside beaches
Natural attractions like mountains or
waterfalls
Northern lights
Amusement or theme parks
Viewing wildlife or marine life
Nature parks
Historical, archaeological or world
heritage sites
Exploring vibrant multicultural cities
Exploring Indigenous culture, traditions or
history
Camping
Snowshoeing or cross country skiing
City green spaces like parks or gardens
Food and drink festivals or events
Shopping for items to remember my trip
Spring blossoms
Fine dining
Cultural or traditional festivals
32%
32%
30%
30%
30%
30%
29%
29%
29%
28%
28%
27%
27%
25%
25%
25%
25%
23%
23%
Downhill skiing or snowboarding
Culinary tours or cooking classes
Fall colours
Guided nature tours
Fishing or hunting
Art galleries or museums
Hiking or walking in nature
Kayaking, canoeing or paddle boarding
Agricultural or country farm tours
Live shows
Exploring French culture, traditions or
history
Breweries or wineries
Nightlife
Guided city tours
Winter festivals
Shopping for clothes/shoes
Ziplining
Guided train tours
Shopping for luxury items
23%
22%
22%
21%
21%
20%
19%
18%
17%
17%
17%
17%
17%
16%
15%
15%
13%
13%
1%
Movie festivals
Guided boat tours
Guided airplane or helicopter tours
Music festivals
Scuba diving
Sporting events
Exploring places most tourists won't go to
Self-guided driving tours/road trips
Mountain biking
Casual biking
Travelling to remote destinations
Golfing
Road cycling
Spa or wellness centres
Cruises
Comedy festivals
Renting a recreational vehicle (RV)
Rodeos
None of the above
China GTW
– October 2021
32%
51%
14%
3%
0%
Definitely
Very likely
Somewhat likely
Not very likely
Not at all likely
Travel Agent Usage for Future
37
Base: Long-haul pleasure travellers (past 3 years or next 2 years) considering Canada (n=840)
FT6. Travel agents offer personalized service to help individuals, groups, and business travellers plan and organize their travel schedules, from purchasing tour packages to booking flights and
hotels. Examples of travel agents include CITS, CYTS, or Utour, they do not include online booking engines like Ctrip, Qunar, Fliggy or TUNIU. How likely are you to use a travel agent or tour
operator to help you research or book a trip to [destination]?
Definitely/
Very Likely/
Somewhat
Likely
/ Significantly higher/lower than 2020 GTW wave.
97%
► Travel agents and tour operators play a pivotal role in supporting travel from China to Canada, with almost all potential Chinese visitors indicating that they are
likely to use a travel agent to research or book a trip to Canada. Of note, the proportion saying they will definitely use an agent has jumped to 32%, up from 26% in
2020, which may be related to the travel restrictions facing Chinese travellers at the time of data collection.
