The New Horizons research is the only consistent global survey of this important market. Since 2002 the survey has expanded in both scale and scope, and
now represents responses from over 34,000 travellers in late 2012 and early 2013, drawn from 137 different countries.
The latest report analyses why young people travel, how they travel, where they travel to, what they do in the destination, what impact their travel has on them and what economic impact they have on the destination.
Canada is an important destination for youth tourism. In the New Horizons research, Canada is ranked as the 7th most important destination for international youth tourists. Canada also appears to have increased its market share, doubling the proportion of international youth tourists responding to the New Horizons survey between 2007 and 2012.
The Canadian Tourism Commission has also opted to ‘Pursue youth as a travel segment’ in its 2013-2017 Corporate Plan, recognising the youth segment (both national and international) is:
- A high value market
- A means of generating lifetime value through repeat visitation
- An important source of diversiﬁcation for the travel industry