Research and insights

Ontario consumer survey

This survey offers a snapshot of how Ontario residents are planning to travel in the year ahead, including their top destinations, favourite seasonal activities and overall travel intentions.

The results highlight Ontarians’ emotional connections to local experiences, preferred culinary experiences and attractions, and anticipated travel within Ontario, across Canada and to the U.S. The findings also explore perceptions of feeling welcomed and key barriers influencing travel decisions.

• Executive Summary
• Read the full report and contact Destination Ontario if you have any questions.

Canadian tourism data collective

Access centralized tourism research and data with the new Canadian Tourism Data Collective platform which features traveller profiles and insights, tourism forecasts, visitor spending estimates, as well as other key data and research reports.

Tourism research statistics

The tourism research unit at the Ministry of Tourism, Culture and Gaming gathers and analyzes tourism research statistics from provincial, national and international sources for government and public use.

Data include insights on current performance and the economic impact of tourism in Ontario. For example, in 2022, tourism receipts generated $33.4 billion for Ontario’s total GDP, contributed $5.5 billion in provincial taxes and supported 360,000 jobs.

In addition, the ministry has created regional tourism profiles, which identifies visitation, visitor spending, hotel and short-term rental statistics, and the number of tourism-related businesses on a provincial and regional level.

Market segmentation

Understanding market segmentation in the tourism industry is crucial for tailoring travel products and experiences to meet specific customer preferences and needs.

The following research resources can help the industry identify and analyze different market segments and effectively cater to diverse tastes, ensuring memorable and personalized travel experiences for every visitor.

Traveller segmentation program

In addition, Destination Canada has launched the Traveller Segmentation Program, available in the Canadian Tourism Data Collective. The program supports the tourism industry by providing a deeper understanding of target audiences.

The Traveller Segmentation Program categorizes travellers from priority markets into seven segments, four of which have been identified as highly engaged guests. These include outdoor explorers, culture seekers, refined globetrotters and purpose driven families. 

Tourism product category reports

The tourism product category reports provide invaluable insights for Ontario tourism operators and partners by enabling them to target the right audience with tourism products and experiences based on their particular interests.

Use this information to create campaigns and content that resonates with the right target market.

The product categories include:

• Attractions & Theme Parks
• Spas & Retreats
• Resorts
• ATV
• Angling
• Francophone Experiences
• Major & Minor League Sports
• Art Galleries
• Theatre & Film
• Museums, Heritage Sites, Science & Education
• Opera, Ballet & Symphony
• Foodie Destinations, Food Trails & Festivals
• Breweries, Cideries & Distilleries
• Farmers’ Markets
• Wine Regions

Contact Destination Ontario for the reports.

Priority markets

Destination Ontario markets the province as a premier destination in both domestic and international markets. By highlighting Ontario’s diverse attractions, the organization inspires travelers to explore all the province has to offer.

Visit the Priority markets  page to gather valuable insights into key target markets, including audience demographics, travel patterns and supporting research to guide marketing strategies.

Destination Canada global traveller research program

Destination Canada’s Global Traveller Research Program provides consumer-based research on Canada and nine key international markets, including Australia, China, France, Germany, Japan, Mexico, South Korea, the UK and the US.

The study monitors travel awareness, intentions and perceptions, tracks brand performance, identifies growth opportunities, assesses Canada's competitive positioning, and explores travel motivators, barriers and advocacy in tourism.

​​Border crossings

Border crossings from the United States and key international markets are the latest available indicators of tourism performance and market trends.

Border crossing statistics are updated monthly, providing critical insights into visitor demographics, economic impact and tourism activities.

Marketing Ontario’s North

Northern Ontario’s unique experiences and stunning natural landscapes are key differentiators in Ontario’s tourism offering. To capitalize on this competitive advantage, Destination Ontario’s dedicated Northern Ontario team works with Northern tourism stakeholders on programs focused on increasing visitation and spend from domestic, Manitoba, Quebec and U.S. travellers.

Traveller segments

Destination Ontario’s strategy focuses on two key traveller segments:

·    Core: Avids with a focus on outdoor adventure, powersports and touring, angling and hunting

·    Growth: Families looking for nature-based and lodge experiences, inspiring future avid travellers

Gather valuable insights on the positioning of Northern products and experiences to Ontario consumers and beyond with these reports.