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.

Mexican travelers are a fast-growing market, prioritizing family-focused exploration, cultural immersion, and learning experiences. They seek fun, relaxation, and memorable moments in safe, well-known, and trendy destinations. Travel often aligns with school holidays, with key segments including Outdoor Explorers, Culture Seekers, Purpose Driven Families, and Fun & Sun Families.

This document profiles Canadian travel market segments, highlighting their adventurous spirit and desire for diverse experiences, from nature and culture to luxury and family trips. It details psychographics, travel habits, and motivations for various segments, noting a focus on authenticity, novelty, and sometimes sustainability, both domestically and internationally.

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.

The Canadian Tourism Data Collective (CTDC) is a new national platform offering centralized, accessible data and actionable insights for Canada's tourism industry. It facilitates seamless data access and sharing, bridging intelligence gaps for enhanced collaboration and informed decision-making. The platform includes tools like Tourism Outlook, TourismScapes, Global Traveller Research, Canadian Travel Insights, Wealth & Wellbeing Index, and Tourism Performance Indicators, with ongoing updates and enhancements.

The 2023 Global Traveller Research Program highlights Canadian travel trends. 15.9M Canadians show potential for out-of-province travel, with BC, Alberta, Nova Scotia, PEI, and Quebec as top destinations. Summer and Fall are popular travel seasons. Canadians seek natural attractions, unique local experiences, and Indigenous cultural activities. Sustainable travel is a priority for 45%, and 64% are concerned about extreme weather impacting plans. Most travel with partners, but in-province travelers often go solo.

The 2024 Global Traveller Research Program reveals 17.3M Canadians have immediate potential for out-of-province travel. Both out-of-province and in-province travellers prefer summer/fall, seeking nature, local food, and unique experiences. BC, Quebec, Montreal, and Banff & Lake Louise are top destinations. Cost is the main barrier. Interest in Indigenous experiences is driven by accessibility, authenticity, safety, and comfort. 69% are concerned about extreme weather impacting travel plans, and 55% expect it to impact their decisions.

The 2023 Global Traveller Research Program's US Highlights Report identifies Canada as a leading international destination for Americans, with 53.6 million potential visitors in the next two years. Summer is the preferred travel time, and travelers show high interest in unique local experiences, natural attractions, and Indigenous culture (food, sites, adventures). Most past trips were with companions. British Columbia and Ontario are top regions. Sustainable travel is a priority, and extreme weather events impact travel plans. Travel agents are commonly used for bookings.

This report highlights Canada's strong appeal to Australian travelers, with 3.7M immediate potential. Key drivers include safety, relaxation, budget, local cuisine, nature, and natural attractions. Summer is the preferred travel season, but Fall/Spring also draw interest. There's high interest in Indigenous culture (54%), driven by authenticity and accessibility. Nearly one-fifth of Australian travelers are actively planning a trip to Canada, and 73% are concerned about extreme weather impacting travel. Many used travel agents for holiday bookings.

This report highlights Canada as a leading destination for German travelers, with 5.7 million potential visitors in the next two years. Summer and Fall are preferred, with strong interest in nature (beaches, walks) and Indigenous culture, driven by safety and cultural significance. Key concerns include local culture impact, overcrowding, and extreme weather, which affects 54% of future travel decisions. Travel agents are frequently used for bookings.