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New, In-Depth Visitor Insights

Traveller Segmentation Program

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.

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industry perspectives

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.“

Maya Lange
Vice President,
Global Marketing
Destination BC

“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.“

Ana Baxter
Manager of Research &
Strategic Partnerships
Ontario's Southwest Regional Tourism Organization

"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."

Pierre-Luc Breton
Marketing Advisor
Alliance de l’industrie touristique du Québec

"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."

Dr. Brenda Jones
Chief Social Scientist
Parks Canada

"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."

Jill Curran
Owner
Maxxim Vacations

"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."

Tannis Gaffney
Senior Vice President,
Chief Marketing Officer
Travel Alberta