Despite economic challenges, Canada anticipates strong growth from Japan in 2025, with spending projected to rise 32.2% and visitor numbers by 19.6%. However, visits are not expected to reach pre-pandemic levels by 2030. Key segments for Canada are "Refined Globetrotters" and "Outdoor Explorers," who are interested in cultural experiences, nature, and guided tours. The industry aims to reinforce Canada's welcoming image.

Canada's Q2 2024 tourism revenues hit 114% of pre-pandemic levels, driven by domestic spend (123%). International visitation recovered to 92% of 2019 levels, though new Mexico visa rules slowed growth. Canada remains a favored destination for travelers from the US, UK, France, Germany, and Mexico. International flight capacity surpassed 2019 levels, and tourism employment and active businesses are nearing pre-pandemic figures.

Mexico is a crucial market for Canada, showing rapid post-pandemic recovery (113% of 2019 visits in 2023). However, a 2024 visa requirement caused a 28% decline in visits. Spending is projected to remain strong (111% of 2019 levels by 2025), but visits won't fully recover until 2028. Key target segments are "Refined Globetrotters" and "Outdoor Explorers." Canada needs to reinforce its "open and friendly" image to maintain resilience.

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.

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.

The Canadian Tourism Data Collective's November 2025 Release Notes detail updates to its national tourism data platform. Key additions include a Generative AI Search Playbook for AI readiness and the launch of Aurora AI, a new AI-powered search tool that transforms complex data into actionable insights using natural language. TourismScapes also received updates with a National Parks filter, visitor spend categories, and a 2024 data refresh.

The Canadian Tourism Data Collective's January 2025 Release Notes detail updates to its national tourism data platform. Highlights include the beta launch of an AI-powered Advanced Search, new Enablement and Engagement Subindices for the Wealth & Wellbeing Index, and 2023 market profile data updates for TourismScapes. It also addresses a known "Devon 30" issue in TourismScapes and a temporary adjustment to Lodging Aligned Spend Reporting refresh schedules.

Canada's 2026-2035 Tourism Outlook forecasts robust growth, with revenue reaching $160B by 2028 and $216.3B by 2035 (67% increase). This high-growth, tariff-free export sector outperforms the broader economy (5.3% vs 3.7% annual growth), contributing 9-10% ($27-30B) to Canada's non-US export goal. Leveraging its strong global brand, Canada aims to boost domestic travel, attract high-yield US visitors, and accelerate growth from overseas markets.

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.