Canada's m&it (Meeting & Incentive Travel) magazine's recent 2005 Market Report reveals some interesting trends which show even more growth on the horizon for the Canadian market. With a strengthening Canadian dollar (up 12% recently) and a relentless search for new / different programmes, now could be the time to increase or develop your activity in the Canadian market.

A growing incentives market
In the past, Canadian companies said they couldn't send people on luxury trips, however with many companies experiencing their best year in 2004 and as the economy surges back to life, planners are now looking to build on this success,  and raise the demand for incentive travel. Even more positive is that those companies which stuck with their travel incentive programmes in 2004 (23% of respondents) are spending as much as they ever have. Demand for more creative programmes is rising in Canada, especially from the DMC's and intermediaries who are receiving 39% of the business. Britain is looked upon very favourably in part because "you're speaking and dealing in English"; a demographic many planners see as important, however the creativity now needs to be expressed to secure repeat business.

Balancing the trends in the corporate meetings market
A blossoming economy means 72% of Canadian firms will hold the same number of meetings this year as they did in 2004, while 12% anticipate an increase. The greatest increase will come in the pharmaceutical/medical sector (27% rise in spend). Only 4% of those surveyed believe that the number of international meetings they are planning will fall in 2005 as a result of advanced technologies such as webcasting or video conferencing. 

In fact the number of respondents organising international programmes has risen from 34% in 2002 to 58% in 2004. Top long haul destinations were London (32%) and Paris (21%). Increasingly tight lead times, keeping budgets in line and finding new ways to keep programmes creative are the three main challenges highlighted by those surveyed. 

Associations market re-enforces the notion of better times ahead
76% of Associations respondents said their meetings budget will stay the same in 2005, and 11% expected an increase, conditions indicative of the improving economic climate.

Planners felt they were now not getting responses to enquiries on a timely basis; a couple of days was described as "just unacceptable". Service across the board is critical for 59% of respondents as it reflects on the organisation hosting the event as opposed to the venue/destination. Interestingly, political uncertainty and the threat of terrorism, was a non-issue this year with only 2% highlighting it (19% in 2003).

Golf & Spa interest levels rise
68% of corporate buyers sometimes build a golf element into their meetings and conferences; 14% always do. In the associations sector, 55% will include golf and 28% will include spa.

The majority of respondents agreed that acquiring information from a variety of sources - industry magazines, business periodicals, the Internet, television, trade shows and educational seminars - is a great way to generate new ideas. VisitBritain is working to develop activities that will offer UK suppliers the opportunity to engage with buyers in Canada, in particular the new two day trade show, IncentiveWorks. If you are interested in targeting this market, please contact Joan Woodward in Toronto (joan.woodward@visitbritain.org) or David Childs-Clarke in London (020 8563 3091).

Did You Know?
This is just one of many stories that forms part of VisitBritain's monthly Business tourism e-newsletter. Click to read the e-newsletter

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