Research & Reports

The following insights are compiled to help keep you informed with relevant and up-to-date research on the effect of the pandemic on tourism and our ability to recover.


Destination Canada 

Destination Canada (DC) regularly provides intelligence, tools, and insights for our industry and partners. This up-to-date research helps businesses make informed decisions for reopening plans. As a result of COVID-19, this work is needed more than ever. 

Learn about DC’s Phased approach to recovery 

Covid-19 Research       Archived Research

Travel Alberta 

2020-22 Alberta Rebound Strategy

Travel Alberta’s rebound strategy is in place to restart Alberta’s tourism industry and rebuild Alberta’s visitor economy to 2019 levels by 2023. The plan takes a three-phase approach - RESPOND, RESTART, REBUILD - to managing through the pandemic.

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Travel Alberta research

Travel Alberta is actively monitoring research on the pandemic's impact on tourism and the economy. 

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Research and insights to helping guide Alberta's tourism recovery 

Travel Alberta predicts that the Canada-USA border closure will extend until August, in line with Oxford Economics. 

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Tourism Industry Association of Alberta (TIAA)

Leger COVID-19 Impact on Tourism Report  

In July 2020, Leger, the largest Canadian-owned market research and analytics company, released their new report assessing the impact of COVID-19 on Tourism in North America. As part of the report’s launch, a panel of experts joined a webinar to discuss the results of the report and provide insights and recommendations to help the tourism industry successfully move forward.

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Strategy to accelerate the recovery of Alberta's visitor economy 

Developed under the guidance of eight senior tourism sector leaders and informed through the input of over 20 sector associations, the TIAA’s report is designed to assist the government in its understanding of the opportunities and challenges confronting the visitor economy. 

(June 30, 2020) 

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Google Insights

The following research is courtesy of Google and is shared with us through Destination Canada.

Global Travel Intent

  • 24 per cent of Canadians plan to travel within Canada for a holiday in the next six months.
  • 47 per cent of Canadians would travel within Canada, within 20 miles of home or within their region if they booked travel in the next three months.
  • 50 per cent of Canadians would travel to a beach destination, rural location or a small town if they were to travel in the next three months.
  • Canadians are most concerned about health and safety, travel bans/getting stuck.

US Travel Intent

  • 83 per cent of people say they would be very unlikely to travel in the next two weeks, while 63 per cent say they would be very unlikely to travel in the next three months.
  • "Personal worries about coronavirus" is the reason about 42 per cent of people are not considering any travel in the next three months
  • 43 per cent of people are not sure when they'll travel internationally.
  •  The most common time frame for international travel is still more than a year from now (15 per cent of respondents)

(May 21, 2020)


Tripadvisor webinar recap: Implications of the Pandemic on Global Tourism

Just how hard has the global tourism industry been hit?

  • Tourism Economics is currently looking at a 39 per cent fall in travel because of COVID-19, the largest decline ever (assumes current restrictions on international travel will last approximately four months, until mid-July).
  • Domestic and short-haul travel will be the first to return.

What is Tourism Economics forecasting for the industry?

  • Total eight month restriction period – predict an easing off restrictions over the next four months.
  • Global outlooks are forecasting rapid growth in tourism in 2021.
  • Domestic travel will come back sooner (one to two years) vs international travel (two to five years for full recovery)

In the Preparing for What Comes Next webinar on April 15, 2020, TripAdvisor and Tourism Economics shared the implications of the pandemic on the global travel industry and travellers’ current intents.

Covid-19 Web Series