Travel & Tourism
Helping destinations to navigate a dynamic tourism environment – and grow.
Who Is Travelling
Our national survey of 1,603 Canadians planning at least one overnight trip in the next 12–18 months, revealing who today’s travellers are through their planning behaviours, travel preferences, and demographic profiles.
Travel Intentions
A closer look at the key motivators and barriers shaping Canadians’ travel decisions, from what is inspiring them to book to what may be holding them back.
Traveller Destinations
Insight into where Canadians are planning to go next, highlighting the destinations gaining the most interest across upcoming travel plans.
Understanding & Segmenting Travellers
The travel and tourism industry is crowded and complex, with destinations vying for attention while respecting the interests and concerns of local communities.
Environics Research delivers meaningful insights into traveller behaviours and motivations, market trends, and strategic opportunities while also consulting with local stakeholders. Our team collaborates closely with clients, customizing our approach to ensure that research outcomes align with their objectives and support strategic destination-marketing activities.
Client Testimonial
The market research has been incredibly valuable in shaping our content strategy. It’s given our marketing team a clearer understanding of who we’re trying to reach and what resonates with them, which helps us focus our efforts on gathering the right stories and developing more targeted marketing and advertising. Instead of guessing, we’re making more informed decisions and it shows in the work.
Jeannette Lye
Director of Planning & Research, Tourism Saskatchewan
Our teams work with leading brands and organizations in the following sectors:
Research
Your Landscape
To understand your competitors, optimize your offering, and demonstrate your value.
- Competitive destination analysis
- Economic impact analysis
- Thought leadership
Build a Distinct Destination Brand
Set your destination, product, or attraction apart by clearly defining and differentiating your brand.
- Brand building and positioning
- Brand health tracking
- Destination and product development and optimization
Craft
Communications
That resonate and drive impact by speaking to what matters to your target audiences.
- Audience and traveller insights
- Campaign and concept testing
- Campaign measurement and brand lift
Deepen
Engagement
With travellers by understanding their motivations, behaviours, and attitudes.
- Journey mapping
- Segmentation, personification, and targeting
- Traveller ethnography (in-the-moment feedback)
- Niche & specialized traveller types
- Stakeholder & operator engagement
Create & Enhance Offerings
By taking stock of your visitors’ expectations and gaps in your offering.
- Market evaluation and needs assessment
- Product optimization
- Visitor satisfaction and exit surveys
2025 Canadian Travel & Tourism Outlook Study
The study explores Canadians’ travel outlook and intentions for 2025 through 2026, with a distinct focus on how Social Values influence both their travel mindset and destination choices.
Topics
Travel outlook and context, Traveller Intentions: domestic, US, and international. Trip Profiles,
Traveller Profile, and Destination Marketing
Sample
National survey of n=1,516 Canadian Travellers (defined as those 18+, planning at least one overnight leisure trip in the next 12-18 months
Social Values
Unlock deeper insights around destination preferences, traveller profiles, trip types, and messaging that will motivate them along the travel path-to-purchase.
Fieldwork
Leveraging recent data, the Canadian Travel & Tourism Outlook Study was fielded in Q2 2025.
Carry-on Conversations: A YouTube Series
Though two Canadian travellers may look the same on paper, their travel intentions, motivations, and interests can differ, making it difficult to attract them to your destination.
Environics Research’s Michele Cunningham and Thais Saito explore how understanding your desired traveller can increase your ad recall and inform your destination marketing strategy. See more from the YouTube series:
Tourism & Leisure Insights
Industry Trends
Canadian Travel Press Feature: What Drives Travel Choices
07/29/26
Environics Research
Thought Leaders
Canadian Travel Is Surging and Domestic Tourism Is the Big Winner
01/28/26
Thais Saito
Thought Leaders
The Psychographics Behind Canadian Travellers in 2026
01/28/26
Thais Saito
Case Study
Tourism Saskatchewan: Driving Destination Growth
Read how Environics Research helped Tourism Saskatchewan reposition the province as a destination for niche travel experiences.
Our Experts
Susan Seto
Senior VP - Market Strategy
Michele Cunningham
VP - Strategy & Insight
Thais Saito
Director - Market Strategy
