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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.
Explore Segmentation Tools
Sharpen your segmentation skillset with training, uncover your core audience segments, and discover deep insights about today's traveller.
E-Course & Training Portal
Choose from a range of training options to familiarize yourself with Destination Canada's segmentation program.
Identify Your Ideal Segments
Learn more about the audience segments that align most closely with your offering.
Explore Traveller Segments
Dive into our in-depth traveller insights, including comprehensive market-segment profiles.
An Introduction To Today's Travellers
- Outdoor Explorers
- Culture Seekers
- Refined Globetrotters
- Purpose Driven Families
- City Trippers
- Simplicity Lovers
- Fun & Sun Families
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 enery 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 enery 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
Real-World Experiences. Real Wins for Tourism
“I am thrilled to support Destination Canada's pioneering new Traveller Segmentation Program. This innovative approach offers a unified, data-driven perspective on traveller motivations, allowing us to connect with audiences based on shared values and interests. By integrating these insights into our strategy, we can align our messaging, media planning, and partnerships to resonate deeply with travellers who seek responsible, sustainable experiences—while driving meaningful economic impact.“
Global Marketing
“DC’s commitment to collaboration and rigorous standards on data quality sets the industry with depth and relevance of insights. This approach enables the highest level of certainty in decision-making, which, in turn, enhances the visitor experience and fosters community prosperity. I look forward to the big wins of adopting this new segmentation alongside my colleagues from coast to coast to coast.“
Strategic Partnerships
"The Destination Canada segmentation program provides us with unique and relevant data on the profiles of travelers from our target markets. It also enhances the effectiveness of initiatives we participate in with other industry members, ensuring a focus on highly engaged guests. We are confident that its contributions will be significant for our research and activation efforts."
"Destination Canada’s original travel segment program helped Parks Canada become more strategic and inspired in connecting with Canadians and visitors from around the world. I am excited for the launch of their new travel segment program and the opportunities it provides to build on our foundation, help navigate a responsible path forward for tourism, and inspire people to experience the best that Canada has to offer."
"As a business owner, I’m thrilled to see the tools and research provided by the Traveller Segmentation Program. As a tour operator, I know my customers and the strategic direction of my company, and this research is validating — something a small business like mine could never afford to do on my own."
"This segmentation work will further strengthen the alignment with Canadian partners. The research, training materials, and testing opportunities have great potential to enable Travel Alberta to engage our target audience more efficiently and effectively."
Chief Marketing Officer