This Destination Canada document profiles South Korean travelers, a dynamic market seeking escape, relaxation, and cultural renewal. It details various segments' motivations, travel habits, and preferences, including their familiarity with and interest in Canada. Key segments prioritize unique experiences, cultural immersion, and luxury travel.

The UK travel market has a global outlook, with travelers seeking diverse international experiences from luxury to budget-conscious. They prioritize adventure, relaxation, and bonding in friendly, inclusive, and authentic destinations. The market comprises distinct segments like Outdoor Explorers, Culture Seekers, and Purpose-Driven Families, each with unique motivations and travel habits. Many express interest in Canada as a destination.

This document profiles the influential US travel market, categorizing American travelers into distinct segments like Outdoor Explorers, Culture Seekers, and Fun & Sun Families. It details their diverse motivations (leisure, cultural immersion, rejuvenation), preferences, and behaviors, including their interest in Canada, to inform targeted tourism strategies.

This document profiles Canadian travel market segments, highlighting their adventurous spirit and desire for diverse experiences, from nature and culture to luxury and family trips. It details psychographics, travel habits, and motivations for various segments, noting a focus on authenticity, novelty, and sometimes sustainability, both domestically and internationally.

Canadian travel and tourism generated $124.4B in revenue in 2023, exceeding pre-pandemic levels. This activity created a total economic impact of $252.2B, supported 1.1M jobs, and contributed $50.9B in tax revenues. Destination Canada's marketing efforts generated $1.6B in incremental visitor spending, yielding $23.85 in total economic impact for every $1.00 invested. International tourism is a vital service export for Canada.

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.

Canada's tourism sector is recovering strongly, with spending surpassing pre-COVID levels in 2023. However, capacity constraints (accommodation, workforce, air access) limit its full potential. A "transformational path" is proposed to unlock an additional $20 billion annually by 2030, reaching $160 billion, through strategic shifts in demand and addressing supply issues. This transformation aims for significant economic benefits and sustainable growth.

TourismScapes is an interactive dashboard providing self-service market intelligence at the community level (Census subdivision) to support destination development and investment in Canada. This user guide explains its features, including searching, exploring, and assessing destination profiles for users like investors and destination stewards. It details how the "Tourism Prevalence Index" is calculated based on accommodations, tourism intensity, and specialization.

The Canadian Tourism Data Collective's July 2024 release notes detail a national platform for tourism insights. It introduces new products like the Wealth & Wellbeing Index (preview) and Tourism Performance Indicators, alongside updates to Tourism Outlook and TourismScapes, and the Global Traveller Research Program. The platform aims to provide accessible data for informed decision-making and collaboration, with a focus on user experience and accessibility.

The Canadian Tourism Data Collective (CTDC) is a new national platform offering centralized, accessible data and actionable insights for Canada's tourism industry. It facilitates seamless data access and sharing, bridging intelligence gaps for enhanced collaboration and informed decision-making. The platform includes tools like Tourism Outlook, TourismScapes, Global Traveller Research, Canadian Travel Insights, Wealth & Wellbeing Index, and Tourism Performance Indicators, with ongoing updates and enhancements.