Unlock the Power of Visitor Insights
Discover what motivates, inspires, and drives travellers with the Traveller Segmentation Program, a powerful tool designed to empower and unite Canada's tourism industry. By unlocking deeper insights into visitor behaviours and preferences, this program enables more meaningful, targeted, and impactful marketing and destination management strategies.
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An Introduction To Today's Travellers
This is a Highly Engaged Guest segment that Destination Canada has identified as having both high responsible and economic values that benefit Canadian communities.
Outdoor Explorers
We're daring explorers who crave the thrill of unknown landscapes and overcoming challenges. Adventure travel allows us to grow, learn new skills, and establish personal traditions. We often seek adrenaline through physical activities, engaging with locals, and ensuring a positive impact. We embrace both short getaways and longer holidays, relishing in nature-related experiences.
We're daring explorers who crave the thrill of unknown landscapes and overcoming challenges. Adventure travel allows us to grow, learn new skills, and establish personal traditions. We often seek adrenaline through physical activities, engaging with locals, and ensuring a positive impact. We embrace both short getaways and longer holidays, relishing in nature-related experiences.
- To feel a sense of adventure
- To explore and discover new things and places
- To push my limits and challenge myself
- Adventurous & Unexplored
- Fun
- Unique & Authentic
- Nature Experiences
- Water Sports
- Winter Sports
This is a Highly Engaged Guest segment that Destination Canada has identified as having both high responsible and economic values that benefit Canadian communities.
Culture Seekers
We are sociable, free-spirited individuals who seek unique, authentic experiences. We thrive on immersing ourselves in, and becoming familiar with, new perspectives, while making connections with locals and other travellers, which boosts our energy and confidence. We prefer vibrant city life, dynamic arts scenes, and culturally rich destinations. We prioritize diversity, inclusion, and sustainability, and are open to both short and longer trips. Travel is an investment we make in ourselves.
We are sociable, free-spirited individuals who seek unique, authentic experiences. We thrive on immersing ourselves in, and becoming familiar with, new perspectives, while making connections with locals and other travellers, which boosts our energy and confidence. We prefer vibrant city life, dynamic arts scenes, and culturally rich destinations. We prioritize diversity, inclusion, and sustainability, and are open to both short and longer trips. Travel is an investment we make in ourselves.
- To have authentic experiences
- To open my mind to new perspectives
- To feel connected with new people
- Unique & Authentic
- Open & Accepting
- Friendly & Sociable
- Cultural Experiences & Attractions
- Festivals & Events
- Local Cuisine
This is a Highly Engaged Guest segment that Destination Canada has identified as having both high responsible and economic values that benefit Canadian communities.
Refined Globetrotters
We prioritize travel above all, indulging in world-class destinations, gourmet dining, and exclusive experiences. We are experienced travellers who are always on the lookout for new, unique places to cross of our list. We immerse ourselves in history, museums, and the authentic charm of new places, ensuring smooth travel with all-inclusive packages and expert-guided tours.
We prioritize travel above all, indulging in world-class destinations, gourmet dining, and exclusive experiences. We are experienced travellers who are always on the lookout for new, unique places to cross of our list. We immerse ourselves in history, museums, and the authentic charm of new places, ensuring smooth travel with all-inclusive packages and expert-guided tours.
- To have authentic experiences
- To explore and discover new things and place
- To just enjoy myself and have fun
- Charming
- Unique & Authentic
- Luxurious & Exclusive
- Cultural Experiences & Attractions
- Local Cuisine
- Guided Tours
This is a Highly Engaged Guest segment that Destination Canada has identified as having both high responsible and economic values that benefit Canadian communities.
Purpose Driven Families
We are ambitious and conscientious parents who prioritize unique, kid-friendly travels. We relish trendy destinations and hidden gems that support local cultures. Travel is both a shared accomplishment and a personal journey of learning for the entire family. Cost or difficulty aren't big deterrents; we seek socially responsible, impressive, new experiences.
We are ambitious and conscientious parents who prioritize unique, kid-friendly travels. We relish trendy destinations and hidden gems that support local cultures. Travel is both a shared accomplishment and a personal journey of learning for the entire family. Cost or difficulty aren't big deterrents; we seek socially responsible, impressive, new experiences.
- To share quality time with others
- To explore and discover new things and place
- To have authentic experiences
- Fun
- Relaxed & Peaceful
- Unique & Authentic
- Family-Focused Attractions
- Nature Experiences
- Cultural Experiences & Attractions
City Trippers
We are independent, sociable, and trendy travellers who prioritize having fun, indulging, and living in the moment. We prefer trendy, friendly locations with a variety of activities and distractions, valuing safety and ease of travel. We relish vibrant nightlife, cultural experiences, and sharing our adventures with others. Our travel decisions focus on enjoying ourselves and creating memorable experiences with friends and loved ones.
We are independent, sociable, and trendy travellers who prioritize having fun, indulging, and living in the moment. We prefer trendy, friendly locations with a variety of activities and distractions, valuing safety and ease of travel. We relish vibrant nightlife, cultural experiences, and sharing our adventures with others. Our travel decisions focus on enjoying ourselves and creating memorable experiences with friends and loved ones.
- To just enjoy myself and have fun.
- To indulge myself and live in the moment.
- To let loose and forget about day-to-day life.
- Fun
- Friendly & Sociable
- Free-spirited & Carefree
- Nightlife
- Local Cuisine
- Festivals & Events
Simplicity Lovers
We seek peace, relaxation, and familiarity in our journeys, preferring easy and affordable destinations with a small-town feel. Prioritizing dining and nature experiences, we value simplicity and serenity. Loyal to regular destinations, we appreciate safety and ease of travel, and while we enjoy new cultures, we often stay within our comfort zone.
We seek peace, relaxation, and familiarity in our journeys, preferring easy and affordable destinations with a small-town feel. Prioritizing dining and nature experiences, we value simplicity and serenity. Loyal to regular destinations, we appreciate safety and ease of travel, and while we enjoy new cultures, we often stay within our comfort zone.
- To find much needed time to relax
- To feel safe and secure
- To enjoy the simplicity of easy, straight-forward travel
- Relaxed & Peaceful
- Reliable & Practical
- Familiar
- Nature Experiences
- Local Cuisine
- Casual Sports
Fun & Sun Families
We cherish relaxation and shared family experiences in familiar, kid-friendly, and affordable destinations. We prioritize fun and simplicity over extravagance, gravitating towards well-known beaches and local spots with good communication standards. Our big family trips are often domestic, and focus on creating lasting memories through simple, enjoyable activities guided by our children's interests.
We cherish relaxation and shared family experiences in familiar, kid-friendly, and affordable destinations. We prioritize fun and simplicity over extravagance, gravitating towards well-known beaches and local spots with good communication standards. Our big family trips are often domestic, and focus on creating lasting memories through simple, enjoyable activities guided by our children's interests.
- To find much needed time to relax
- To let loose and forget about day-to-day life
- To share quality time with others
- Fun
- Relaxed & Peaceful
- Friendly & Sociable
- Family-Focused Attractions
- Shopping
- Water Sports