Thank you.
I'd just like to review the deck that I circulated, just to share with you some of the challenges and opportunities we are facing in developing tourism for Canada.
The Canadian Tourism Commission is a crown corporation. Our head office is in Vancouver. We're responsible to Parliament through the Minister of Industry.
Our focus is to develop the Canadian economy through growing export revenues from tourism source countries. In order to do that, we focus on countries with the highest rate of return. I've listed the countries in the presentation today. In Europe and Latin America, we're in the U.K., France, Germany, and Mexico. In Asia-Pacific, we're in Japan, South Korea, Australia, and China. And of course, we're heavily invested in the U.S. market, which is our largest international market.
Much has been changing in the tourism landscape for Canada. World demand for tourism is very strong. Tourism is the fastest growing industry in the world, and Canada is a dream destination. It's the type of destination that for people from most countries, when they dream about travelling somewhere in their lifetime, is in their list of top three destinations.
Tourism revenue was up in 2005, but the specifics of that tell a difficult story. Domestic travel is up almost 9% in terms of revenue. The U.S. is down almost 9% in terms of revenue. Our overseas revenue is up about 6.3%.
Our overseas market performance, in fact, has been very strong for the last number of years. We've been working on a refreshed tourism brand for Canada and have rolled that out now, especially in the U.S. market, where we're fighting a fierce competitive battle. We've gained a competitive edge by being the country that leverages the web better than any other country in the world for tourism promotional purposes.
We have a new team in Vancouver and our partner investment is strong, meaning that Canadian industry partners in tourism invest at least a dollar for every dollar that is invested through CRTC.
The bad news, however, is that our primary market of reliance with 70% of receipts is in sharp decline, and that, of course, is the U.S. In addition to that, Canada's travel deficit is ballooning. By that I mean that Canadians are spending far more money outside of Canada in international travel than international travellers are spending in Canada. That travel deficit number hit a record last year and is likely to hit another record this year.
Competition in the world is fiercer than ever, and largely because of our performance drop in the U.S., Canada has slipped from seventh to twelfth in terms of international rivals worldwide, and from tenth to twelfth in terms of international receipts since 2002.
The CRTC marketing budget is in decline. An additional cut was assigned to the CRTC this year, and our share of voice, meaning the number of dollars that we spend in our key markets compared to our closest competitors, is weaker.
I've included a chart that shows what we're expecting for tourism growth. I mentioned that tourism is the fastest growing industry in the world, and you can see through to 2020 the very steep growth curve that we continue to anticipate.
In terms of U.S. outbound travel to Canada specifically since 1990, you can see from the growth curve I've included that Canada has not seen any real growth in the U.S. market for nearly half a decade.
A Conference Board of Canada survey of U.S. travel intentions reveals that a greater proportion of Americans will in fact travel outside of the U.S. over the next six months--this was taken in February of this year--but they're quoted as saying that Canada will not be their destination.
In fact, U.S. travel intentions were up about 2.8% in February of this year for outbound travel generally, but the portion that Canada would share of that is expected to decline from 2.2% to 1.7%--the percentage of the U.S. population planning a trip to Canada this year.
Many factors are contributing to this decline. One of the key factors, as I've mentioned, is the fact that the U.S. is the most fierce market for competition of outbound tourists internationally.
The U.S. awareness of Canada as a travel destination is also weak. We have about a 4% share of voice, meaning our investment in the U.S. market is 4% of the overall marketing effort of all destinations combined. In the U.S. market they are much more aware of what destinations offer in Europe, Mexico, and the Caribbean.
Border-crossing difficulties continue to challenge our sector, and those difficulties are in the language of the customer. They perceive delays at the border and they perceive that crossing into Canada is becoming more and more difficult. That is being confused by the western hemisphere travel initiative, which we know has very specific aspects to it that will require new secure documents, or secure documents that have not yet been defined, but certainly passports as one of those documents for U.S. citizens, or for anyone, to cross back into the U.S. from Canada, or from any other location. In our research, we're finding U.S. consumers are confused about what they need when they travel outside the U.S., especially into Canada.
Higher gas prices and the decline in the purchasing power of the U.S. dollar in Canada have also contributed to this decline over the last few years, and certainly are a drag on demand this year.
I've included a chart that shows the impact of exchange rates and overall travel demand from the U.S. to Canada. You can see those two elements generally follow a similar curve.
Similarly, crude oil and gasoline prices, of course, also impact visitation from the U.S. to Canada, especially in the border markets where people are more likely to be driving.
Speaking specifically to the WHTI, the western hemisphere travel initiative, the Canadian Tourism Commission commissioned a study from the Conference Board of Canada or the Canadian Tourism Research Institute, which is an arm of the Conference Board, in May 2005. Our analysis was based on the April 5, 2005, WHTI proposal, which remains a proposal today although amendments have been proposed.
That proposal suggests passports will be required to enter or re-enter the U.S. from Canada by air and sea on December 31, 2006, and by air, sea, and land on December 31, 2007. As I mentioned, there are proposals now that may see those deadlines extended.
In terms of the approach we used to do that research, we surveyed Canadian-U.S. households to determine how many people possessed passports and the anticipated reaction to the legislation. We assessed the impact compared to a baseline. We assessed the decision-making process of travellers that varied by purpose of trip and length of stay. And also we discovered that confusion is playing a major part in perception.
I've included the findings in this report that show the rate of passport ownership in U.S. households, in the general population, and in travellers to Canada--same-day travellers, overnight auto travellers, and overnight air travellers. And you will see that the most challenging area we are facing is same-day travellers to Canada. The area where we're in the best shape is overnight air travellers to Canada.
When you accumulate the findings, between 2006 and 2008 a cumulative impact of more than $1.6 billion is predicted to be lost to the Canadian tourism industry through the implementation of WHTI, as proposed in 2005. We believe WHTI will add another layer of restrictions to an already declining market, and that a careful balance needs to be sought between security and tourism concerns. Its implementation, as it stands, will hinder our competitive edge even further.
The tourism industry, through the Tourism Industry Association of Canada, the hotel associations, and other leaders in the tourism industry, is advocating the following changes to WHTI: a single implementation date for air, sea, and land to help resolve some of the confusing issues we're currently facing; accessible, affordable passport substitutes; an exemption for travellers 16 years of age and under; a U.S. awareness campaign, so that people in the U.S. become a lot more aware of the requirements to travel to Canada; and the expansion of both the NEXUS and FAST programs so that we're not creating more documents, but rather building on the documents that currently exist.
Thank you.