Canadians well-primed for U.S. travel

Download Release

Just as the new Brand USA tourism marketing campaign is hitting the airwaves and relaxed cross-border shopping rules for Canadian travellers are taking effect, a new poll by Harris/Decima finds that intent to travel to the United States is high among Canadians.



“With the Canadian dollar almost at par and higher limits on duty-free shopping, it is no surprise that many Canadians are thinking about visiting the United States” says Harris/Decima Vice-President Patricia Thacker. “Brand USA’s ‘Land of Dreams’ marketing campaign is well-timed to capitalize on Canadian interest in United States travel.”


  • When thinking about travelling, Canadians are more likely to think about going to the United States than to another region or province in Canada; more than a quarter of Canadians mentioned places in the United States when asked, unaided, what destinations they are considering for trips in the next year. Florida, California, New York, Nevada, and Hawaii were the top states named. Destinations within Canada placed second for top-of-mind consideration, with more than one in five considering a Canadian destination for an out-of-province trip in the next year. Within Canada, British Columbia, Alberta, Ontario, and Quebec were mentioned most often. Mexico, Cuba, and the United Kingdom rounded out the top five destinations under consideration by Canadians.
  • Canadians were also asked to gauge their interest in travelling to various parts of the world, and the likelihood that they would visit these locations in the next year. While Canada leads the pack with three quarters indicating an interest and more than four in ten likely to travel there in the next year, the United States also came up strong. About six in ten Canadians expressed an interest in travelling to the United States, with one third of Canadians likely to go there in the next year. Some destinations further abroad garnered high levels of interest, but low travel intentions. For example, Europe and Australia each garnered the interest of half of Canadians, but with the likelihood of visiting at 8% and 4% respectively, these destinations appear to be “someday” plans for most.

Each week, Harris/Decima interviews just over 1,000 Canadians through teleVox, the company’s national telephone omnibus survey. The most recent data was gathered between April 26th and May 20th, 2012 for a total sample of 4,048. The margin of error for this sample size is 1.6%, 19 times out of 20.