Canada culinary positioning research - UK travellers.: Iu86-64/2017E-PDF

"Across all of Destination Canada's international markets, culinary activities such as "trying local food and drink" is one of the top leisure travel activities that travellers choose to do when visiting. Destination Canada was interested in the role that culinary experiences and products have in how travellers choose a destination, so we conducted an in-depth analysis of over 22,000 respondents across 12 countries. We found that culinary experiences were important in determining destination choice in many markets, but that Canada had mixed performance when using culinary experiences or products to inspire international tourists. For UK travellers, "trying local food and drink" is the most popular activity while on holiday, and culinary experiences and products are a key driver for why UK travellers choose to travel to many of Canada's competitors. However, it is not a key driver for UK travellers to travel to Canada. This indicates an opportunity for Canada to better position its culinary offering to entice more UK travellers to come to Canada, including those who are interested in culinary tourism but may not be considering Canada as a culinary destination"--Background and objectives, page [3].

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