American travelers are turning away from visiting Canada, says a new study from the Tourism Industry Association of Canada (TIAC) and Deloitte.

In 2006 there were 34 per cent less American travelers visiting Canada than there were in 2000. Many factors are to blame for the decline in American travelers to Canada, including a strong Canadian dollar, a slow US economy, higher gas prices, and the continued confusion over passport requirements.

“In an increasingly competitive global tourism marketplace, Canada is losing ground,” said Randy Williams, President and CEO of the TIAC. “Many of these factors are beyond the industry's control, which makes understanding American travelers and how to reignite their interest in traveling to Canada even more critical.”

The main step Canada can take is to educate outside travelers as to what Canada has to offer.

"While Canada is seen as friendly, down to earth, traditional and safe, it doesn't inspire the sense of excitement and adventure that Americans are looking for," says Ryan Brain, Partner and National Practice Leader of Deloitte's Tourism, Hospitality & Leisure practice in Canada.

Here are some of the main findings in the report:

• Americans who reside close to the Canadian border are the most knowledgeable of Canada but are the least likely to travel to Canada in the future because of their sensitivity to economic changes.
• Staple Canadian activities such as skiing, snowboarding, and boating are not well known to American travelers; around 40 per cent of those surveyed said they have a poor awareness these activities.
• Canada has been generalized as being more of a masculine country and hence more men are familiar with Canada’s services and experiences.
• Canada is seen as being boring by younger travelers and baby boomers are more likely to travel to Canada.

“Canada is fortunate that it already has a well established tourism industry," said Williams. "However, as competition for international visitors increases on the global market, Canadians and their governments must not make the mistake of taking it for granted.”

On the bright side, Canadians are traveling domestically as much as ever.

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