- Forecast future tourism visitation and spending driven by domestic and international travel, exploring multiple potential paths for growth opportunities.
  
  Learn more
  
  Explore the data
- Track and analyze the health of Canada’s tourism sector at a glance, with timely insights into key performance indicators such as visitor arrivals, traveller spending, and occupancy rates.
  
  Explore the data
- Use insight-rich data to make informed decisions for growing Canada’s tourism industry. Access market intelligence, industry analysis, and the latest reports on Canadian tourism activity and performance.
  
  Learn more
- Monitor tourism’s impact in economic, social, and environmental sustainability and resilience at both national and provincial/territorial levels with this comprehensive benchmark.
  
  Learn more
  
  Employment
  
  Summary
  
  Environment
  
  Economy
- Scale and plan your tourism efforts using geospatial data that provides insights into hosting economies.
  
  Learn more
  
  Explore the data
- Develop destination-specific marketing strategies and make informed strategic decisions with traveller intelligence from DC’s target markets.
  
  Learn more
- Analyzes psychographics and behaviours of travellers in Destination Canada’s top 10 markets to create in-depth profiles of traveller values and motivators.
  
  Learn more
- Use robust and timely insights on Canadian travel consumer perceptions, attitudes, behaviours, and motivators to inform smart tourism planning.
  
  Learn more
  
  Traveller Barriers
  
  Traveller Behaviour
  
  Traveller Motivators
  
  Traveller Planning
  
  Seasonality

A couple walking across a wooden bridge over a river in BC, Canada

New visitor insights

Destination Canada’s Cutting-Edge Market Segmentation Research

Home
Segmentation

Discover your ideal guests

Destination Canada will be rolling out a new visitor segmentation program in 2024 that will provide a deeper understanding of today’s travellers to, and within, Canada.

Through visitor profiles and targeting tools, the tourism industry can align on Canada's ideal visitor and leverage the reach of Destination Canada's marketing efforts.

Within the program, a complimentary suite of tools and resources will be accessible to all, plus a partnership opportunity for destinations seeking to maximize their utilization of this data.

A woman looking at the rocks at Hopewell Rocks in NB, Canada

Who in my organization will benefit from this program?

Businesses and organizations throughout Canada’s travel ecosystem will benefit from clear, traveller-focused insights and can be used by:

Destination marketers and researchers
Destination and product developers
Agency partners
Tourism businesses

A busy street in Vancouver, BC with mountains in the background

Program features

Alignment with Destination Canada’s 2030 Strategy and leveraging of national marketing efforts to extend your reach
Deeper understanding of the visitor in Destination Canada’s key markets (Canada, USA, Mexico, Germany, France, UK, Australia, China, Japan, South Korea)
Improved targeting and activation options to help optimize your marketing, destination and product development investments
Strengthens industry collaboration and ability to compete

Our Enhanced Segmentation Approach

The time has come for a modern update to how we segment travellers.

Core Program Essentials

Deep insights based on traveller psychographics (values, attitudes, motivations)
Linked to PRIZM in Canada and the US, enabling links to other data sources and tools
Includes all of Destination Canada’s international markets, plus Canada
Global segmentation capturing market-specific variations

New & Innovative Benefits

Clearer understanding of a segment’s economic value and responsible travel values
A stronger understanding of how motivations differ by traveller and trip type
Tools for destinations to determine their ideal guest segments
Tools to assist DMOs in finding target segments in digital media