Traveller Segmentation Program

What's New

• The Traveller Segmentation Program is now publicly available through the Canadian Tourism Data Collective. Explore its resources to better understand and engage with Canada’s target travellers.

What's Next

• While the program is publicly accessible now, activation and targeting tools such as PRIZM linkages, Google/Meta variables, and media profiling will be available exclusively to paid partners of the Canadian Tourism Data Collective starting in 2025.
• Additional training resources including materials for hosting a half-day workshop, including facilitator notes and presentations, and a How-to Guide outlining the program’s application, will be available in early 2025.
   

Tourism Outlook

What’s Next

• A full update to the Tourism Outlook projections is being finalized by the end of the year and will be followed by an updated Tourism Outlook report early next year.
   

Wealth & Wellbeing Index – Preview

What’s Next

• Enablement and Engagement Subindices: The next phase will focus on the development and release of the Enablement and Engagement subindices, which will provide insights into the resources and infrastructure supporting tourism growth, and residents’ perceptions of the contributions of tourism to their quality of life.
   

TourismScapes

What’s Next

• Data Refresh: Market profile data will be updated to reflect 2023 in January 2025.
• Asset Map: Asset map will be updated to reflect tourism business subsectors and tourism business sizes in January 2025.