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February 13, 2012


CANADA Travel Trade Barometer: 2012 Bookings to the United States Projected to Remain Strong

  • According to the U.S. Department of Commerce sponsored Canada Travel Trade Barometer, a strong majority of tour operators surveyed (as of October 25 - December 9, 2011) projected higher bookings through the end of 2011. Just over eight out of 10 (82%) respondents projected bookings to be higher.
  • At the time of the survey, bookings to the United States from Canada were up four to nine percent year-over-year.
  • 2012 bookings were also projected to remain strong by nearly all (91%) of the Canadian trade respondents.
  • The two top motivators for travel to the United States over the next six months were accommodation rates and the level of promotion by U.S. businesses and destinations.
  • All of the past entry and exit concerns have for the most part dissipated, and were rated as not having an impact on travel to the United States.
  • Challenges for increasing bookings focused on the global economy, an emerging concern for the Canadian economy, and the price of airfare.

MEXICO Travel Trade Barometer: Respondents Projecting Increased Bookings through the First Quarter of 2012

  • According to the U.S. Department of Commerce sponsored Mexico Travel Trade Barometer, Mexican tour operators (78%) reported (as of October 25 - December 9, 2011) that fourth quarter 2011 bookings were projected to be higher. At the time of the survey, bookings were reported to be up one to three percent, on average, year over year.
  • The trade (86%) projected the growth pattern to continue into first quarter 2012, with bookings at the time of the survey up four to nine percent, on average, over first quarter 2011 bookings.
  • Over the next six months, accommodation rates are listed as the top motivator for travel to the United States. Other motivators include the economy in Mexico, the level of promotion by U.S. destinations and businesses, travel safety and the global economy (all tied).
  • In this survey session, airfare ranked as the top deterrent for travel to the United States. The stronger U.S. Dollar was apparent, as the exchange rate ranked second, which was followed by air capacity.

To improve conditions that directly affect the private sector's ability to export and to boost employment recovery, on March 11, 2010 President Obama created the National Export Initiative (NEI). The automation of the arrival/departure Form [CBP Form I-94W] for Visa Waiver Program travelers supports this initiative as the automated form will greatly improve the measurement and timely release of international arrival data to the United States. To learn more about the NEI, you are encouraged to visit <https://www.trade.gov/nei/index.asp>.

Travel Market Insights (www.travelmi.com) conducts the Canada, Mexico, United Kingdom, Japan, Germany and People's Republic of China Travel Trade Barometer programs. The U.S. Department of Commerce, Office of Travel and Tourism Industries, is a sponsor and was the initial developer of the barometer program. The Barometer program is conducted with support from the U.S. Commercial Service and various Visit USA Committees and additional sponsors.

The Travel Trade Barometer survey is conducted on a quarterly basis in Canada, Mexico, the United Kingdom, Japan, Germany and the People's Republic of China and is available through subscription. Discussions with industry partners to add Brazil, Australia, South Korea and India are in progress. For more information, please contact Scott C. Johnson at Travel Market Insights on 518-668-2559.

Reports sent to subscribers include additional information, such as:

  • Bookings - looking at the past quarter and the next two quarters for U.S. and competitive regional destinations;
  • Short term bookings for more than five specific travel segments; and
  • Over 15 motivators or deterrents for travel to the United States.

Specific (proprietary) destination data is also available through a subscription.

For more information on the Travel Barometer Program, please visit http://tinet.ita.doc.gov/research/programs/barometer/index.html

U.S. Department of Commerce, International Trade Administration
Office of Travel and Tourism Industries (OTTI)
1401 Constitution Avenue N.W., Room 1003
Washington, D.C. 20230
Phone: (202) 482-0140
Fax: (202) 482-2887
Email: otti@trade.gov