The 2023 Global Traveller Research Program highlights Canadian travel trends. 15.9M Canadians show potential for out-of-province travel, with BC, Alberta, Nova Scotia, PEI, and Quebec as top destinations. Summer and Fall are popular travel seasons. Canadians seek natural attractions, unique local experiences, and Indigenous cultural activities. Sustainable travel is a priority for 45%, and 64% are concerned about extreme weather impacting plans. Most travel with partners, but in-province travelers often go solo.

Australia is a critical market for Canada. Spending recovered to 2019 levels in 2023 ($820M), but full visitor volume recovery is projected by 2029. Economic factors and potential 2025 disruption are noted. Two priority segments, "Refined Globetrotters" and "Outdoor Explorers," are crucial, seeking luxury/unique experiences and adventure/nature, respectively, driving significant spend and visitation.

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.

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.

This document profiles diverse UK travel market segments, detailing their varied motivations, from adventure and relaxation to cultural immersion and family bonding. British travelers seek friendly, inclusive, and often sustainable destinations, with preferences spanning high-end luxury to budget-conscious and nature-focused to vibrant city experiences.