The Chinese tourism market is a global powerhouse, driven by a large population from target cities seeking culturally rich, immersive, and authentic international experiences. Travelers are motivated by tradition, expertise, novelty, and pleasure. They show interest in bleisure, luxury, and romantic trips, valuing destinations that offer both connection to home and new environments, often preferring professional assistance and guided tours.

British travelers are world-open, highly interested in international travel, and seek enriching, relaxing adventures. They prioritize friendly, inclusive destinations, with diverse preferences spanning luxury getaways and budget-friendly trips. They look for opportunities to escape, combine adventure with relaxation, and value authentic experiences.

… new layer of collective intelligence for Canada’s visitor economy It’s not a single product but a network of … faster, data-driven decision making for Canada’s hosting economy. … new layer of collective intelligence for Canada’s visitor economy. It’s not a single product, but a network of …

This Destination Canada guide introduces its Traveller Segmentation Program, designed to help the tourism industry understand and target diverse traveller segments. It provides resources like detailed traveller profiles, quizzes (for travellers and destinations), and training materials. The program leverages psychographics, economic value, and responsible travel insights to inform marketing, product development, and strategic decisions, aiming to enhance ROI and align with Canada's tourism goals. Future features for paid partners include advanced targeting tools.

… Report Tourism is an important sector of the Canadian economy It generated $1297­ billion in revenues in 2024 and … understand travel and tourism’s contribution to Canada's economy See how Destination Canada supports the sector in … Report , Tourism is an important sector of the Canadian economy. It generated $129.7­ billion in revenues in 2024 and …

French travelers seek authentic, meaningful, and culturally rich experiences, valuing nature, local economies, and unwinding in new settings. They often prefer quiet, off-the-beaten-path destinations. Key segments include Outdoor Explorers, Culture Seekers, and Purpose Driven Families, showing interest in Canada for its guided tours, winter sports, and cultural attractions.

Destination Canada's Wealth & Wellbeing Index is a new, comprehensive tool measuring tourism's value beyond economic metrics. It assesses economic, social, and environmental impacts to ensure tourism benefits Canada and enriches guests. The index tracks progress across six key pillars: Economy, Employment, Enablement, Environment, Engagement, and Experience, using over 100 indicators for sustainable development.

The Canadian Tourism Data Collective's February 2025 Release Notes announce automated subscription renewals, a new Wealth & Wellbeing report, and a parks/heritage sites filter for TourismScapes. It also details LASR updates, including AI-powered forecasting. The platform provides centralized, actionable insights for Canada's tourism economy, with future enhancements planned like a Notification Center and Experience Subindex.

TourismScapes is an interactive dashboard offering self-service market intelligence at a community level (Census subdivision) to support destination development and investment in Canada. This user guide explains its components, navigation, and provides use cases for investors and data stewards. It details how the "Tourism Prevalence Index" is calculated using total accommodations, tourism intensity, and specialization to assess tourism's value to the local economy.

Canadian travel and tourism generated $124.4B in revenue in 2023, with a total economic impact of $252.2B, supporting 1.1M jobs and $50.9B in taxes. Destination Canada's marketing efforts yielded $1.6B in incremental visitor spending, leading to a $3.2B total economic impact. For every $1 invested, Destination Canada generated $23.85 in total economic impact, highlighting tourism's vital role and strong ROI for the Canadian economy.