VisitorView helps the tourism industry understand where visitors are coming from and when they travel so you can develop campaign strategies to attract American travellers to each of the 91 tourism regions defined by Destination Canada. The database uses privacy-compliant aggregated and anonymous mobile movement data, administrative datasets, and analytics to identify American neighbourhoods whose residents have a high propensity to travel to Canada.
This innovative product provides neighbourhood-level estimates for the number of overnight visitors, the number of trips and the number of nights spent in Canada, a province or one of our 91 tourism regions. Two additional measures of Nights per Visitor and Nights per Visit are available in our ENVISION platform.
VisitorView is updated monthly so marketers can quickly adjust marketing strategies based on the latest data. Estimates are presented for up to four years including quarterly and monthly data. Comparisons to previous traveller behaviour track changes in the types of travellers, frequency, and length of their trips.
VisitorView helps:
- In combination with Claritas PRIZM® Premier, classify American travellers into one of 68 unique lifestyle types to better understand target audiences
- Target messaging and media strategies to the regions and neighbourhoods in USA with the best new visitor prospects
- Understand organizations’ relative market share in a geographic area
- Measure the effectiveness of marketing strategies on American visitors
- Tailor organizations' attractions and incentives according to the travel patterns of American visitors, factoring in the type of travel and duration of their stay
What's New?
VisitorView U.S. to Canada 2024 includes estimates of the number of nights and trips by American residents to Canadian destinations. These estimates are produced using population movement models from crowdsourced and cellular network-derived mobile location data, demographic estimates of the American population, Statistics Canada traveller surveys and administrative control data collected by the Canada Border Services Agency and reported by Statistics Canada. These control totals provide authoritative estimates of American residents' nights and trips to Canada. Unlike VisitorView Canada and previous versions of VisitorView U.S. to Canada, we do not publish estimates relating to the number of unique visitors from America as we are not satisfied with the stability of the unique visitor estimates. Nights and trips can be relied upon for any Claritas PRIZM Premier analysis to understand who travels to Canada.
VisitorView U.S to Canada is now available in 2024 ENVISION Workspaces, featuring an updated geography roster and population estimates from 2024 Claritas Pop facts. Data will no longer be updated in ENVISION 2023 workspaces moving forward. VisitorView USA to Canada will comprise estimates from 2021 to the present.
VisitorView now features 91 Tourism Regions (TRCs) that are based on the 2021 Canadian Census, compared to the previous 85.
Below are some additional resources linked for your reference.