The Tourism Industry Association of Canada (TIAC) Canadian Travel Insights Dashboard, built in collaboration with Destination Canada and powered by Skift, is a new initiative providing regular and timely insights on Canadian travel consumer perceptions, attitudes, behaviours, and motivators. 

This document profiles the influential US travel market, categorizing American travelers into distinct segments like Outdoor Explorers, Culture Seekers, and Fun & Sun Families. It details their diverse motivations (leisure, cultural immersion, rejuvenation), preferences, and behaviors, including their interest in Canada, to inform targeted tourism strategies.

This document profiles the Japanese travel market, revealing that travelers seek destinations offering a blend of escape, excitement, and cultural immersion for relaxation and a break from busy routines. It details various traveler segments, including Outdoor Explorers and Culture Seekers, outlining their preferences, motivations, and travel behaviors. The document also provides a guide on how to interpret its market data and segment profiles.

French travelers prioritize culture, authenticity, and memorable experiences. Whether exploring locally or abroad, they seek immersion in rich cultures and new places to relax. This market profile details their travel behaviors and preferences for Destination Canada.

This document analyzes the rapidly growing Mexican tourist market, emphasizing its strong interest in family exploration, pleasure, cultural discovery, and unifying learning experiences. It offers detailed profiles of diverse Mexican traveler segments, covering their psychographics, demographics, and travel behaviors to inform tourism strategies.

Germany, Europe's largest travel market, shows travelers prioritize international exploration, cultural discovery, and nature-based activities. They seek authentic, independent, and secure experiences, valuing welcoming atmospheres over crowded destinations. German travelers prefer longer trips that offer learning and connection with new environments, emphasizing authenticity over popularity. The document profiles various traveler segments.

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 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 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.