Explore Canadian Domestic Traveller Behaviour
Use the Global Traveller Research Program Domestic Dashboard to explore and analyze Canadian traveller insights in 2024. Learn about preferred trip activities and accommodation preferences, future travel plans, travel barriers and motivators, and seasonality preferences. See a national snapshot or examine activity at a more granular level, filtering by province of origin or traveller segment. Data will be updated annually, so check back for 2025 updates.
Looking for historic data?
Explore historical travel data from 2020–2023 to compare domestic travel trends over time. The Canadian Travel Insights Dashboard, created by the Tourism Industry Association of Canada (TIAC) in collaboration with Destination Canada and powered by Skift, provides insights on Canadian travel consumer perceptions, attitudes, behaviours, and motivators.
A deep dive into domestic travel
Ready to explore how Canadians plan their trips? Our interactive data visualizations reveal traveler motivations, barriers, seasonality, and more. These insights are powered by Destination Canada’s Global Traveller Research Program (GTRP), a comprehensive survey conducted among Canadian travelers and across our key international markets. Through GTRP, highlight reports are publicly available, while in-depth reports and custom dashboards are available to Data Collective partners.
Traveller Segment Insights
Segmentation is reshaping how Canada’s tourism sector works together—building alignment through shared language, unified data, and clear targeting of our highest-performing traveller types. The GTRP Domestic Dashboard includes insights for each of Destination Canada’s Traveller Segments. Get to know the segments, explore training resources, and identify your best segment match – and what makes them tick when it comes to travel.
Timely research and insights
Domestic dashboard data is drawn from quantitative market research conducted annually since 2023, using representative samples of Canadian travel consumers, including both out-of-province travellers and people travelling within their province of residence. Research is typically conducted in Q4, with new, updated insights added online to the Data Collective starting in Q1 each year.
If you have questions about GTRP or the Domestic Insights Dashboard, please connect with the Data Collective team.
