Destination Canada launched a new “Traveller Segmentation Program,” a data-driven initiative that aims to redefine how the tourism industry identifies and engages with travelers.
The program categorizes visitors from both international and domestic markets into seven distinct segments based on behavioral values—such as travel spending, frequency, seasonal preferences, and activity choices—as well as psychographic factors like emotional motivations and core travel values. This approach leverages artificial intelligence and data analytics to provide actionable insights for targeted marketing and destination development.
The program shifts Destination Canada’s focus from “High-Value Guests”—traditionally defined by income and frequency of travel—to “Highly Engaged Guests.” This group includes travelers who not only spend more and travel frequently but also align with Destination Canada’s values and demonstrate a deeper connection to the brand. The initiative is part of a broader strategy to refine Canada’s global competitiveness and increase annual tourism revenues to CA$160 billion by 2030.
Among the seven identified traveler segments, four have been classified as “Highly Engaged Guests”: Outdoor Explorers, Culture Seekers, Refined Globetrotters, and Purpose-Driven Families. Each segment represents a distinct set of traveler behaviors and preferences that can help tailor marketing efforts and visitor experiences.
The program aligns closely with Destination Canada’s 2030 Strategy, which seeks to position Canada as a top global travel destination. According to a press release, a deeper understanding of target audiences is critical to this vision. By analyzing motivations, behaviors, and core values, the segmentation program empowers tourism stakeholders to create more focused campaigns and offerings.
One of the central goals of the Traveller Segmentation Program is to provide tools and insights for the entire tourism sector. Destination marketers and researchers can use these resources to build highly targeted campaigns that resonate with the motivations and preferences of each segment.
For destination and product developers, the segmentation program offers insights into traveler desires, enabling them to design experiences tailored to each segment. Tourism businesses, including operators and over 200,000 small and medium-sized enterprises (SMEs) across Canada, are also set to benefit from the segmentation program. By aligning their marketing and operational strategies with Destination Canada’s insights, businesses can focus on attracting the right travelers for their offerings.
Agency partners involved in creative development and media planning can also leverage the program’s insights. With detailed data on traveler behavior and preferences, these partners can ensure that campaigns are strategically crafted to engage specific audience segments.
