Destination Canada's Traveller Segmentation Program identifies diverse "Highly Engaged Guest" segments based on psychographics, economic value, and responsible values. Key segments include Outdoor Explorers, Culture Seekers, Refined Globetrotters, and Purpose-Driven Families. The program details each segment's motivations, travel values, preferred destinations, activities, travel frequency, age demographics, market size, and seasonality, providing insights for targeted tourism strategies.

Designed for tourism industry stakeholders and Canadians who want to understand the future trajectory of growth for Canada’s tourism industry, it’s an online visualization of the projected growth of tourism spending and visitation.

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Created in collaboration with Tourism Economics, Destination Canada’s Tourism Outlook model forecasts future tourism visitation and spending driven by domestic and international travel. 

The following data provides a breakdown of past travel behaviour of Canadian travellers, future travel intentions, and likely type of future trips within Canada or internationally.

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 2023 Global Traveller Research Program highlights South Korean travelers' interest in Canada, projecting 8.2 million visitors in the next two years. Key interests include local cuisine, nature walks, natural attractions, and Indigenous culinary/nature/arts experiences, with Fall being a popular season. Distance and cost are top barriers. Most past travelers visited with a spouse and used travel agents for booking. Québec, Ontario, and British Columbia are the most likely provinces to be visited.

The 2025 China Highlights Report reveals strong interest in Canada, with 18.8M potential visitors in 2 years. 54% are more likely to visit due to geopolitical climate. Chinese travelers seek natural attractions, local cuisine, and Indigenous cultural experiences (70% interested). AI usage for trip planning is rising (63%), while travel agents remain key for booking. Ontario and BC are top destinations, and luxury hotels are popular for stays.

Canada's Q4 2024 tourism revenue hit $27.3B, 124% of pre-pandemic levels, with both domestic and international spend surpassing 2019. International visitation recovered to 90% of 2019 levels (19.9M visitors), though the pace slowed in H2. Canada is a top recommended destination globally. Tourism employment and active businesses are near or above pre-pandemic levels, with hotel occupancy at 61%.