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.

In 2025, Canadian tourism was a pillar of economic resilience, injecting $140.5 billion into the economy from visitor spending (up 2.8%). It outpaced overall GDP growth, contributed 14.5% to service exports, and supported 687,800 direct jobs (+1.3%), representing 1 in 10 jobs across 280,010 businesses in 70+ industries.

Canada's 2026-2035 Tourism Outlook forecasts robust growth, with revenue reaching $160B by 2028 and $216.3B by 2035 (67% increase). This high-growth, tariff-free export sector outperforms the broader economy (5.3% vs 3.7% annual growth), contributing 9-10% ($27-30B) to Canada's non-US export goal. Leveraging its strong global brand, Canada aims to boost domestic travel, attract high-yield US visitors, and accelerate growth from overseas markets.

Explore the impact and evolution of Canada's tourism industry with financial insights from Tourism Investment, Business Vitality, and Diversity, and profitability with Tourism Yield.

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TourismScapes is an interactive dashboard offering self-service market intelligence at a community level (Census subdivision) to support destination development and investment in Canada. This user guide explains its components, navigation, and provides use cases for investors and data stewards. It details how the "Tourism Prevalence Index" is calculated using total accommodations, tourism intensity, and specialization to assess tourism's value to the local economy.

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Explore the evolution and expansion of job opportunities within the tourism sector in Canada and examine the factors that make the industry appealing to potential employees.