The following data provide a breakdown of the priorities most important for Canadians when planning a vacation/holiday, as well as activities in demand to do while on vacation/holiday in Canada.

This document, "Canada Market Profiles," details Canadian travelers' behaviors and preferences. Canadians are adventurous, seeking cultural and nature-based experiences both domestically and abroad. It segments travelers, highlighting their desire for new horizons and diverse travel styles.

This document profiles Australian traveler market segments, detailing their motivations, preferences, and behaviors. Australian travelers seek authentic, adventurous, and culturally immersive experiences, often on extended journeys. Segments like Outdoor Explorers, Culture Seekers, and Purpose Driven Families are analyzed for their travel habits, desired destinations (including Canada), demographics, and media consumption, offering insights for targeted tourism strategies.

Competitive insights provide an in-depth understanding of the global travel landscape and empower tourism leaders to plan, market, and develop tourism programming more effectively both domestically and around the globe.

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.

… Dive into your tourism toolkit h2 h2 GTRPpng Global Traveller Research Program Understand global travel trends behaviours and sentiment Tourism Outlookpng Tourism Outlook … into your tourism toolkit. , h2 , h2 , GTRP.png , Global Traveller Research Program , Understand global travel trends, …

The 2025 Global Traveller Research Program reveals 19.5M Canadians' potential for out-of-province travel, with 46% more interested in domestic trips due to geopolitical climate. Summer is peak season, with BC and Alberta leading. Canadians prefer natural attractions and Indigenous experiences (55% interested). Cost and extreme weather are key barriers. AI use for planning and travel agent use for booking flights/accommodations increased. Relaxation and affordability drive destination choices.

The 2025 Global Traveller Research Program reveals strong US interest in Canada, with 49M potential visitors. Geopolitical climate makes 28% more likely to visit. Summer is prime travel season, with Ontario as a top destination. US travelers seek natural attractions, historical sites, and local cuisine. Canada leads international Indigenous tourism mentions, driven by safety and authenticity. AI use for travel planning is rising, but travel agents remain key for bookings. Most trips are short vacations (1-4 nights) to mid-priced hotels.

Destination Canada's 2025 report shows Canada as a leading destination for Australian travelers, with 4.1M potential visitors in 2 years. Key drivers include nature, local cuisine, and Indigenous culture, with safety and ease of travel paramount. Summer is preferred, and Ontario/BC are top regions. While AI use for planning is growing, travel agents remain popular for bookings. Geopolitical climate also boosts interest.

This report highlights strong French traveler interest in Canada, with 6.8M potential visitors in the next 2 years. Quebec and Ontario are top destinations, popular in summer, fall, and spring. Safety, authenticity, and natural settings drive interest, especially in Indigenous tourism (Canada ranks 2nd). Travelers seek diverse activities like beaches, nature, and cultural experiences. Geopolitical climate makes 38% more likely to visit. AI is gaining traction for planning, alongside travel agents and online booking.