Travel and the Next Chapter of Retirement
Retirement is about more than financial security. Drawing on research with Canadians 50+, this article explores how travel and culture can support connection, curiosity, purpose and quality of life.
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2026 Canadian Travel & Tourism Outlook Report
Discover where, why and how Canadians are travelling in 2026 and the travel trends, destinations and experiences shaping the Canadian tourism outlook.
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Rhyme + Reason: Off-Peak Imagery to Broaden Travellers’ Consideration Window
Showing travellers more than the peak season could encourage them to visit throughout more of the year, according to new research on destination advertising.
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Canadian Travel Trends 2026: The Rise of More Intentional Travel
Canadians are travelling with greater intention in 2026, balancing closer-to-home escapes with international trips that deliver meaningful, worthwhile experiences.
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Tourism Saskatchewan: Driving Destination Growth Through Niche Travel Experience
Environics Research helped Tourism Saskatchewan reposition the province as a destination for niche travel experiences by identifying high-potential audience segments and aligning offerings with evolving traveller preferences.
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Confessions of a Terrible Local Tourist and Why Destinations Should Listen
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.
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How to Differentiate Your Destination Brand in a Crowded Tourism Market
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?
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Canadian Travel Is Surging and Domestic Tourism Is the Big Winner
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.
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The Psychographics Behind Canadian Travellers in 2026
Social values shape where people travel and the experiences they seek. Understanding them helps destinations create messaging that resonates with the right travellers.
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How the Niagara region can attract more Canadian travellers
With the launch of the Destination Niagara strategy, this is how the region can leverage Social Values to attract more Canadian travellers.
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How to Improve Ad Recall and Build Stronger Brand Awareness
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.
