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.

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.

This document profiles various Chinese traveler segments for Destination Canada, recognizing China as a global tourism powerhouse. Chinese travelers seek diverse experiences, including tradition, expertise, cultural immersion, and luxury, often blending business and leisure. Each segment's distinct motivations, travel habits, and preferences for Canadian destinations are detailed.

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 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.

Mexican travelers are a fast-growing market, prioritizing family-focused exploration, cultural immersion, and learning experiences. They seek fun, relaxation, and memorable moments in safe, well-known, and trendy destinations. Travel often aligns with school holidays, with key segments including Outdoor Explorers, Culture Seekers, Purpose Driven Families, and Fun & Sun Families.

This document profiles Australian travelers, highlighting their preference for authentic, adventurous, and culturally immersive experiences in remote or unexplored destinations. Driven by novelty and a desire for fun, they seek friendly, sociable places for longer holidays. The profiles detail various segments' motivations, travel habits, and interest in destinations like Canada, emphasizing their pursuit of deep cultural immersion and hidden gems.

French travelers seek authentic, meaningful, and culturally rich experiences, valuing nature, local economies, and unwinding in new settings. They often prefer quiet, off-the-beaten-path destinations. Key segments include Outdoor Explorers, Culture Seekers, and Purpose Driven Families, showing interest in Canada for its guided tours, winter sports, and cultural attractions.

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.

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.