Destination Canada's Traveller Segmentation Program

Discover the Power of Canada’s New Traveller Research

Destination Canada’s Traveller Segmentation Program is here with seven distinct traveller types for Canada and nine key international markets.

Now is the time to equip your team and industry partners with the knowledge and tools to attract the right travellers and maximize your marketing impact. The Tourism Café, the creators of the program’s training resources, is offering an engaging, interactive workshop —available in-person or online—to introduce your staff and industry to the program tools and help them to apply the insights to their marketing and development activities.

Why invest in hosting a workshop?

✔ Fast-track learning – Give your staff and industry partners hands-on experience with the new tools and insights.
✔ Turn data into action – Apply research directly to marketing and product development using Canada’s visitor profiles.
✔ Get hands-on – Refine your targeting using the Traveller and Destination Quizzes.
✔ Explore real-world applications – Learn how different input variables and seasonal shifts impact segmentation.
✔ Align your industry – Build a common understanding of the traveller segments to maximize marketing investments.
✔ Learn from the experts – Lesley Anderson, Jane Osler and Nancy Arsenault have 15+ years’ experience who designed the new training tools for Destination Canada and were authorized trainers of the Explorer Quotient Research.