Tourism HR Canada partnered with Skift Advisory (formerly Twenty31), a globally recognized market research firm with a deep expertise in tourism, to collect some perceptual information about how visitors think about service standards in Canadian tourism.

This research had two phases:

1. A domestic survey was fielded in late 2023, targeting Canadians who had travelled in Canada in the previous two years, or who intended to travel in Canada within the coming year.
2. An international survey was fielded in September 2024, targeting travel consumers in Australia, France, Germany, India, and the United Kingdom who had travelled internationally for a holiday or vacation in the previous two years, or who intended to travel internationally for a holiday or vacation within the coming two years.

The domestic report was published earlier this year, along with a short article discussing some of the key takeaways in terms of service quality expectations and what that says about the skill level in the Canadian tourism workforce.

We are now happy to share the international report, which compares responses from the different source markets. Because the data was structured slightly differently, the analysis is also slightly different from the domestic report, although we have tried to produce a comparable analysis in terms of anticipated skill level. There is another short discussion article that addresses this question, and we will shortly be publishing a comparison of the two surveys.