Ontario just put Niagara in the spotlight. With the launch of the Destination Niagara strategy, the province is laying out how it plans to attract more visitors and keep them staying longer. The plan focuses on 5 Key Pillars: Tourism Attractions, World-class gaming, Wine and culinary tourism, Arts & Culture and Transportation Development
Our 2025 Canadian Travel & Tourism Outlook report, found that Niagara Falls is the second-most popular destination for local and domestic Canadian travellers!
2025 Canadian Travel & Tourism Outlook Report
Here is some unsolicited advice on how the region can leverage our Social Values segmentation to attract more Canadian travellers:
Segment #1: Mainstream Travellers
Most likely of our segments to name Niagara Region as a destination of choice. They are utilitarian and driven by comfort and safety. They will likely return to what is familiar, and prioritize the ‘home away from home’ vibe. As the segment most likely to travel with children, they will be looking for low cost, simple, family fun activities.
Destination Niagara Strategy Pillar Alignment: Tourism Attractions
Mainstream Travellers Social Values:
Segment #2: Cosmopolitan Authenticity Seekers
They seek out authentic and genuine local experiences, choosing to to be spontaneous and open. They are most likely to be seeking luxury and looking to explore historical sites, arts and culture.
Destination Niagara Strategy Pillar Alignment: Wine & Culinary Tourism, Arts & Culture
Cosmopolitan Authenticity Seekers Social Values:
Segment #3: Experiential Enthusiasts
They want to experience everything! They are chasing the next viral trend and want to share their experiences. While their interests are more well-rounded, they are not spontaneous, instead choosing to carefully plan and curate their trips and experiences, making sure to get in all of the must-sees and dos.
Destination Niagara Strategy Pillar Alignment: Tourism Attractions, Wine & Culinary Tourism, Arts & Culture, World Class Gaming, and Transportation Development
Experiential Enthusiasts Social Values:
Segment #4: Nature Escapists
They prefer no-frills, relaxing, and nature-focused adventures. For them, Niagara Falls might not be top of the list for travel destinations. To reach this audience more meaningfully, experiences that are rooted in exploring nature, being near the water, and agrotourism will be more resonant, with a focus on stays that are off the beaten path and away from the hustle and bustle.
Destination Niagara Strategy Pillar Alignment: Wine & Culinary Tourism, Arts & Culture
Nature Escapists Social Values:
Work with us
If you’re a business or attraction in the region and want deeper insight into traveller motivations and mindsets to better position your offering, let’s connect!
Environics Research provides organizations with actionable, evidence-based solutions to real business problems. We partner with clients to understand the business challenges they face and leverage innovative and creative solutions to generate understanding and insights.
Regional Trip Profiles
Custom insights on who is travelling and why
Traveller Segments
Detailed profiles for our four traveller segments
Social Values
Unlock travel preferences & motivational messaging
Custom Analysis & Reporting
We’re here to uncover your unique needs
Brand Apathy
Utilitarian Consumerism
Traditional Family