Many locals struggle to recommend attractions because the mindset of “I can go anytime” removes urgency and action. This article explores why engaging local travellers matters and how destinations can inspire them through urgency, novelty, and shareable experiences that turn locals into powerful advocates.
Standing out isn’t easy. There’s a lot of travel momentum, a lot of competition, and a lot of messaging, but not a lot of recall. So how do destinations connect and engage with potential travellers in a way that actually sticks?
Canadians travelled in record numbers in 2025, with nearly 80% travelling as much or more than last year despite economic and political uncertainty. Much of this growth is driven by domestic travel and Canadian destinations, especially Newfoundland and Labrador, benefit from strong, authentic tourism marketing.
Social values shape where people travel and the experiences they seek. Understanding them helps destinations create messaging that resonates with the right travellers.
With the launch of the Destination Niagara strategy, this is how the region can leverage Social Values to attract more Canadian travellers.
Our latest report reveals a major brand awareness gap, with only one-third of Canadians recalling any domestic travel ad. Destinations like Newfoundland and Labrador lead in ad recall through authentic, values-driven storytelling, proving that emotional resonance and audience alignment are key to boosting top-of-mind awareness in an oversaturated travel market.
