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How to Attract the International Tourist Market to Ontario

February 01, 2017 | 5 minute read

The international tourist market has finally picked up again. Since 2019, the pre-pandemic era, Ontario has been struggling to find new ways to attract more international tourists to its regions. The good news is that between January and September 2024, 8,776,763 Americans and 2,041,789 overseas visitors have returned to the province. Now, tourism operators can access easy-to-use inbound marketing resources, CRMs such as HubSpot, to attract visitors.

Ensure you know all there is to know about international tourists and their interests

Ontario tourism marketing has evolved. It is not as simple as blasting an ad or visiting with a tour operator. It's about expanding networks beyond the oceans and tapping into what makes people want to visit Ontario's uniquely diverse sights and attractions.

According to Statistics Canada, visiting family and friends and leisure activities are the two biggest draws to Ontario. Business travel comes in third. Tourism operators can use this information in their marketing planning to make sure content reaches these travelling groups.

7 Things Your Ontario Region Should Know

About the International Tourist Market

People are ready to spend money when they travel. However, they're more discerning about where, why and what they spend on. Here are some areas that Ontario tourism operators and marketers can focus on to attract more people and spending to their communities.

1. Travellers are looking for the ecotourism vision. Canada is widely known for its unspoiled, adventure-driven landscape. People come to Canada to experience outdoor activities they can't get at home. Winter sports such as ice fishing and skating on the Rideau Canal or rock climbing and whitewater rafting amidst pristine landscapes draw tourists looking for active, non-urban holidays. If your region has these types of activities on offer, use this theme as part of your marketing plan to reach these adventure-seeking international guests.
2. The international tourism sector is growing again. In Canada, international travel has not quite reached pre-pandemic levels, but it's steadily improving. As a tourism operator, it's time to ramp up your marketing to the new international crowd or visitors. Do some research on where travellers are coming from. In Ontario, the top three international tourist numbers originate from the United Kingdom, Mexico and India.

Toronto skyline

3. Does your tourism destination have a variety of businesses to help visitors feel like they have access to a bit of home away from home? If so, you're an attraction to the international tourist market. Make an effort to learn the ways of the international tourist market you want to attract. Find out how your region can appeal to the culture and add it to your marketing content. It can benefit your tourism appeal to tie in the new experiences offered in Ontario with cultural familiarity to encourage higher visitor numbers and longer stays.

4. Most international tourists travel for pleasure. To stand out, make sure their visit to your tourism region offers them a fun and memorable stay. For example, if you're creating travel packages, offer different activity types and busy-ness levels to make all travellers comfortable with their options. Make it easy to find, book and pay for too.

5. Unless you're only targeting return visitors, it's likely your international tourist group won't know too much about your region. The more information you give, the better. Make sure you have content to share all the offerings in your region. Start with your attractions, destinations, food and accommodations. As you create marketing content, think about different traveller types (or personas). You can make quick lists available to the on-the-fly traveller to more detailed content that reaches the planners.
6. The United States is the top international traveller to Canada. Because the United States and Canada offer similar landscapes and cultural diversity, market your region's unique offering. It could be a unique attraction in a familiar setting or an only-in-Canada opportunity. Use your marketing tools to highlight how your region is unique. As we highlighted in point #3, you can show how the similarities in culture provide comfort and familiarity and can mean a great trip, too.

7. It makes sense that tourists coming from farther away stay longer. When you're trying to attract international tourist groups, make sure you offer a variety of opportunities for them to spend their time in your region. Highlight to your international tourist groups all the great places to eat, unique activities to explore and different accommodations to hold the travellers' attention.

None of the information in these seven points will boost your tourism activities if you're not prepared for digital marketing and reaching your target audiences where they are.