1990 was a defining year in world history. The West, led by the US, saw the Berlin Wall fall and communist regimes collapse, making the 1990s the beginning of a golden age of international tourism growth. That year, eight million US visitors arrived in Europe for a vacation. Fast forward to 2026, and more than 42 million US visitors will arrive in Europe (a more than fivefold increase). Growth in international travel from Canada is even more dramatic. As the infographic below illustrates, North America is, with Europe, the enduring top source of international visitors around the world. Despite its now #1 position in international visitor spending, China's influence is both more recent and selective. For example, the US represents at least 5% of visitors and/or is in the top 10 source markets for international tourism in more than 100 countries, compared to less than 20 for China.
The enduring strength of the North American travel market has been fueled by economic growth, a strong US dollar, and a population with increasingly global travel preferences. In 1990, just 5% of the US population possessed a passport. Today, more than 50% of the US population has a passport. Canadians, always more global in their travel preferences, have become even more internationally focused amid tensions with the US. In our 2026 research with Future Partners, we found that almost three-quarters (73%) of Canadian travelers have plans for an international trip in the next 12 months (vs. 47% of US travelers), helping make it one of the most “internationally intensive” source markets in the world (along with Australia and New Zealand).
To engage and succeed in this important global visitor market, here are five steps to a successful North American marketing strategy:
