To better understand the impact of COVID-19 on the economy, the consumer mindset and to inform
marketing recovery strategies, Destination Ontario has accessed various economic, public attitude
and behavior studies.

 

EXECUTIVE SUMMARY AS OF JULY 27, 2021:

According to Destination Canada’s Resident Sentiment Towards Visitors Survey Report, Updated July
27, 2021

  • Ontario’s overall positive sentiment towards visitors from other parts of the province
    increased over the last month; therefore, promoting local/within Ontario travel when the time
    is right, would be the current best course of action:
    ○ 70% of Ontarians would welcome visitors from nearby communities
    ○ 65% of Ontarians would welcome visitors from other parts of Ontario
    ○ 57% of Ontarians would welcome visitors from other parts of Canada
    ○ 25% of Ontarians would welcome visitors from the U.S. and 19% from other
    international destinations

According to Destination Canada’s Resident Sentiment Survey Report, Updated July 27, 2021

▪ Ontarians’ perception of travel safety increased towards all domestic destinations over the
last month, likely due to safety protocols still in effect
○ 85% of Ontarians feel safe when thinking about travelling to nearby communities
○ 78% of Ontarians feel safe when thinking of travelling within Ontario
○ 65% of Ontarians feel safe when thinking of travelling to other parts of Canada
○ 27% of Ontarians perceived safety as much lower when thinking about travelling to
the U.S. and 23% to other international destinations

According to Destination Canada’s Sentiment Toward Tourism Advertisement Survey Report,
Updated July 20, 2021

▪ Ontarians are receptive to the promotion of their community to other nearby communities,
and to the rest of Canada and Ontario. Ontarians are unreceptive to the promotion of their
community to the U.S. and international markets
▪ Provincial receptivity score is based on the net level of happiness Ontarians experience when
seeing their community promoted to each target market. Net happiness level is calculated as
the total “very happy” and “happy” responses minus total “very unhappy” and “unhappy”
responses
○ Ontarians’ overall receptivity of promoting their communities as a travel destination in
other nearby communities in Ontario is net positive of +35; therefore, timely and
relevant hyperlocal travel will be well received
○ Ontarians’ overall receptivity of promoting their communities as a travel destination in
other parts of Ontario improved from +16 in June 2021 to +28 in July 2021;
suggesting timely and relevant intra-provincial travel is becoming more likely to be
well received
○ Ontarians’ overall receptivity of promoting their communities as a travel destination in
other parts of Canada improved from +6 in June 2021 to +20 in July 2021

 

According to Google Travel Intent Survey Online Poll Results Ending July 9, 2021

▪ Canadian overall travel intent increased since the last month
○ 31% of Canadians are looking to book a domestic trip in the next three months
○ 14% of Canadians are looking to book a domestic trip after a year from July 9,
2022
○ 13% of Canadians are interested in travelling within 20 miles of their home
○ 21% of Canadians are interested in a major city travel destination
○ 16% of Canadians are interested in a small-town travel destination

According to Google’s Recovery Signal Dashboard Based on Search Query Data, as of July 24, 2021

Overall travel search is down likely due to safety protocols still in effect
▪ Travel search interest within Canada is down 10% and search queries for local attraction
are down 43%, compared to the same period March 1, 2019 – July 24, 2020
▪ Travel search interest within Ontario is down 18% and search queries for local attraction
are down 50%, compared to the same period March 1, 2019 – July 24, 2020

ECONOMIC & TRAVEL OUTLOOK

COVID-19 has caused a significant negative impact leading to noticeable changes in public behaviour.
Destination Canada is tracking public attitudes and behaviour in Canada to assist organizations in their
strategic and tactical planning. The research also includes Google’s monthly online polling of a random
sample of Canadians and citizens from various countries. The latest data shows some key insights:

CANADIAN TRAVEL OUTLOOK
Destination Canada’s Resident Sentiment Survey Study Results from July 27, 2021, reported1
:
▪ Ontario’s overall sentiment towards visitors from other parts of the province increased over
the last month; therefore, promoting local/within Ontario travel when the time is right, would
be the current best course of action:
○ 70% of Ontarians would welcome visitors from nearby communities
○ 65% of Ontarians would welcome visitors from other parts of Ontario
○ 57% of Ontarians would welcome visitors from other parts of Canada
○ 25% of Ontarians would welcome visitors from the U.S. and 19% from other
international destinations

Destination Canada’s Resident Sentiment Survey Study Results from July 27, 2021, reported:

▪ Ontarian perception of travel safety increased towards all domestic destinations over the last
month likely due to safety protocols still in effect

○ 85% of Ontarians feel safe when thinking about travelling to nearby communities
○ 78% of Ontarians feel safe when thinking of travelling within Ontario
○ 65% of Ontarians feel safe when thinking of travelling to other parts of Canada
○ 27% of Ontarians perceived safety as much lower when thinking about travelling to
the U.S. and 23% to other international destinations

Destination Canada’s Resident Sentiment Toward Tourism Advertising Study results from July 20,
2021, reported:

▪ Ontarians are receptive to the promotion of their community to other nearby communities,
and to the rest of Canada and Ontario. Ontarians are unreceptive to the promotion of their
community to the U.S. and international markets
▪ Provincial receptivity score is based on the net level of happiness Ontarians experience
when seeing their community promoted to each target market. Net happiness level is
calculated as the total “very happy” and “happy” responses minus total “very unhappy” and
“unhappy” responses
○ Ontarians’ overall receptivity of promoting their communities as a travel destination in
other nearby communities in Ontario is net positive of +35; therefore, timely and
relevant hyperlocal travel will be well received
○ Ontarians’ overall receptivity of promoting their communities as a travel destination in
other parts of Ontario improved from +16 in June 2021 to +28 in July 2021;
suggesting timely and relevant intra-provincial travel is becoming more likely to be
well received
○ Ontarians’ overall receptivity of promoting their communities as a travel destination in
other parts of Canada improved from +6 in June 2021 to +20 in July 2021

Leger Research’s National Pandemic Tracker study results reported on July 19, 2021:

▪ Ontarians’ level of comfort with activities after protective measures are lifted:
○ 44% dining in restaurants, decreased from 56% reported on June 22
○ 63% attending large gatherings such as sporting events, concerts or festivals,
increased from 31% reported on June 22
○ 30% going to bars, pubs, lounges, night clubs, increased from 27% reported on
June 22
○ 36% flying on an airplane, remained stable at 36% as reported on June 22

Google Travel Intent Canada Survey Online Poll Results ending July 9, 2021, reported:

▪ 31% of Canadians are looking to book a domestic trip in the next three months, increased
from 26% reported in the previous June 11 report
▪ 11% of Canadians are looking to book a domestic trip in the next three to six months,
decreased from 12% reported in the previous June 11 report
▪ 14% of Canadians are looking to book a domestic trip after June 11, 2022, remained
stable as reported in the previous June 11 report
▪ 13% of Canadians are interested in travelling within 20 miles of their home in the next three
months, remained stable as reported in the previous June 11 report
▪ 10% of Canadians are interested in a travel destination anywhere in their region in the
next three months, decreased from 13% reported on June 11 report
▪ 46% of Canadians are interested in a travel destination anywhere in Canada in the next
three months, increased from 38% observed in the previous June 11 report
▪ 21% of Canadians are interested in a major city travel destination, increased from 17%
reported in the previous June 11 report
▪ 16% of Canadians are interested in a small-town travel destination, decreased from
21% reported in the previous June 11 report
▪ 20% of Canadians are interested in a rural travel location, remained stable as reported in
the previous June 11 report
▪ 16% of Canadians are interested in a beach destination, increased from 14% reported in
the previous June 11 report

Canada Travel Related Recovery Signals, as of July 24, 2021:

Google’s Recovery Signal dashboard is based on search queries grouped into three categories:
1. Dining (interested in/going to restaurants) searches
2. Travel activity (museums, wineries, camping, etc.) searches
3. Travel (flight, hotel/accommodations) searches reported:
▪ Overall travel search is down likely due to safety protocols still in effect
○ Travel search interest within Canada is down 10% and search queries for local
attraction are down 43%, compared to the same period March 1, 2019 – July 24,
2020
○ Travel search interest within Ontario is down 18% and search queries for local
attraction are down 50%, compared to the same period March 1, 2019 – July 24,
2020