New York, Los Angeles, Austin, Las Vegas, San Francisco, Chicago, Orlando And More U.S. Tourists Connect with Destination Canada’s AI-Driven Experiences

Destination Canada is taking a bold step into the future of tourism marketing with the launch of its cutting-edge AI-powered Traveller Segmentation Program. This transformative initiative, available through the Canadian Tourism Data Collective, aims to revolutionize how the tourism industry understands, engages with, and prioritizes travelers—allowing Canada to connect with visitors on a much deeper, more meaningful level.

A Shift Towards More Meaningful Connections

The program marks a significant shift in how Canada approaches tourism. Instead of focusing solely on “High-Value Guests” based on income and frequency of travel, Destination Canada is now targeting what it calls “Highly Engaged Guests.” These are travelers who don’t just visit frequently or spend generously—they align with Canada’s core values and have a genuine, emotional connection with the country. The goal is to foster long-lasting relationships with guests who share the same love for Canada’s natural beauty, diverse cultures, and sustainable values.

Discovering Canada’s New Traveller Segments

The program breaks down travelers into seven distinct segments, with four emerging as key priorities for Canada’s tourism strategy. These include:

• Outdoor Explorers
• Culture Seekers
• Refined Globetrotters
• Purpose-Driven Families

These segments represent the kinds of travelers who are most likely to feel at home in Canada—whether they’re hiking through rugged landscapes, immersing themselves in local culture, or seeking meaningful, sustainable experiences. By identifying these groups, Destination Canada is able to create more personalized, authentic experiences that resonate with each type of traveler.

Targeting U.S. Audiences with a Tailored Approach

While the program is designed for global audiences, Destination Canada’s focus on U.S. travelers is especially strategic. In the U.S. market, the primary focus is on three Highly Engaged Guests segments: Outdoor Explorers, Refined Globetrotters, and Culture Seekers. These groups align perfectly with Canada’s offerings—be it through its vast wilderness, vibrant cities, or rich heritage.

Empowering the Entire Tourism Industry

The real power of this new program lies in its ability to bring the entire Canadian tourism industry together. Whether you’re a destination marketer, a local tour operator, or a small business, the program provides tools and insights to help create more effective campaigns, experiences, and operations. It’s about ensuring that every part of Canada’s tourism ecosystem is working towards the same goal: reaching the right travelers in the right way.

With data-backed insights into traveler motivations, businesses can tailor their offerings and strategies, making them more relevant and impactful. The program’s collaborative nature also means that tourism operators can align their efforts with the broader industry, strengthening Canada’s collective voice on the global stage.

A Vision for 2030 and Beyond

This initiative is part of Destination Canada’s broader 2030 Strategy, which aims to boost tourism revenues to $160 billion annually by 2030. By deeply understanding the motivations and behaviors of travelers, the industry will be better equipped to create experiences that not only attract visitors but also leave them with lasting memories. This will help Canada not only compete globally but thrive as one of the world’s most sought-after travel destinations.

With the Traveller Segmentation Program, Destination Canada is laying the groundwork for a more connected, engaged, and competitive tourism industry—one that truly speaks to the hearts and minds of today’s travelers.