NATIONAL SEGMENTATION RESEARCH PROGRAM

Destination Canada is investing in a new national research program that will replace the Explorer Quotient program, which has guided the country's market segmentation insights for over a decade. The Tourism Café is partnered with IPSOS is creating the new segmentation research program. Our role is to develop three industry training tools to expedite industry using the research to enhance their marketing, product and destination development opportunities and align with Destination Canada's marketing efforts. Supporting this evolution is a change management plan, a training plan, a 15-minute e-course, a 3-hour workshop, and a How-to-Guide to optimize the industry benefits at the national, provincial, regional, municipal and operator levels.

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