The Canadian Tourism Data Collective's September 2024 release enhances its centralized platform with a new Knowledge Centre, improved data filtering, and French content. It updates the Tourism Outlook, introduces City Estimates CSV for Lodging Aligned Spend Reporting (LASR) with future predictive analytics, and launches the Global Traveller Research Program (GTRP). A preview of the Wealth & Wellbeing Index's Employment page is also included, alongside ongoing maintenance for Tourism Performance Indicators.

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The 2023 Global Traveller Research Program Japan Highlights Report indicates low consideration for Canada among Japanese travelers, with a 2-year potential of 1.4M. They prefer Summer/Fall travel, interested in local food, nature, historical sites, and Indigenous activities. Previous visitors often used organized tours, booked via agents, and stayed in hotels. BC and Ontario are key destinations. Sustainable travel is a priority, and extreme weather concerns are high.

The 2023 Global Traveller Research Program highlights Canada as 3rd in unaided consideration for German travelers, with 6.3 million potential visitors in the next 2 years. Preferred travel seasons are Summer, Fall, and Spring. Germans seek outdoor experiences (beaches, nature walks) and show high interest in Indigenous culture (food, nature adventures). Most travel with a spouse/partner or family. Sustainability is a priority for 42%, and 49% are concerned about extreme weather impacting travel plans.

The 2023 report reveals Canada as the 4th most considered destination for Australian long-haul travelers, with 3.4 million potential visitors in two years. Summer is the preferred season, with top activities including local cuisine, nature, and hiking. Over half prioritize sustainable travel, and two-thirds are concerned about extreme weather. Many travelers use agents for bookings and visit with partners or friends.

The 2023 UK Traveller Report by Destination Canada projects 4.2M immediate potential UK visitors to Canada in the next 2 years. Canada ranks second for unaided consideration. Summer is the peak season, with nature-centered holidays and local food being popular. There's high interest in Indigenous culture (food, adventures, sites). Most travel with a partner or children. BC and Ontario are top regions. Sustainable travel is a priority for 43%; 65% are concerned about extreme weather, but few change plans.

The 2023 China Highlights Report identifies Canada's immediate potential for 19.1 million Chinese travelers. They prefer Spring/Summer trips, focusing on nature walks, beaches, local dining, and Indigenous cultural activities. Travelers are highly sustainability-minded, concerned about extreme weather, and frequently use travel agents or group tours for bookings. Top destinations include Toronto, Vancouver, and Niagara Falls.

Canada is the second most favored destination for French travelers, with 6.9 million potential visitors in the next two years. They prefer Summer/Fall trips, with Québec being a popular winter destination. French travelers are interested in outdoor activities (nature walks, beaches, parks), local markets, and engaging with Indigenous culture. Most travel with a spouse/partner. 69% are concerned about extreme weather impacts on travel plans. 44% used travel agents for past trips, mainly for booking flights and accommodations.

This 2023 report highlights Canada's appeal to Mexican long-haul travelers, with 7.4 million immediate potential visitors in the next two years. Key interests include nature, local cuisine, Indigenous experiences, and museums. While Quebec and Ontario see summer-skewed traffic, BC is more even. Sustainability is a high priority (74%), and 83% are concerned about extreme weather, with 27% having changed travel plans due to it. Travel agents are frequently used for bookings.

The 2023 Global Traveller Research Program's US Highlights Report identifies Canada as a leading international destination for Americans, with 53.6 million potential visitors in the next two years. Summer is the preferred travel time, and travelers show high interest in unique local experiences, natural attractions, and Indigenous culture (food, sites, adventures). Most past trips were with companions. British Columbia and Ontario are top regions. Sustainable travel is a priority, and extreme weather events impact travel plans. Travel agents are commonly used for bookings.