Destination Canada has officially launched the new Traveller Segmentation Program. Available in the Canadian Tourism Data Collective, this groundbreaking AI and data powered initiative will significantly change how our industry identifies, prioritizes and engages with our target travellers.

The program defines and classifies travelers from Destination Canada’s key target markets – both international and domestic – into seven key segments based on a combination of behavioral values- like trip spend, travel frequency, seasonal preferences and activities – and psychographic factors such as emotional motivations and core travel values.

The program also shifts Destination Canada’s focus from High-Value Guests, defined primarily by income and frequency of travel, to Highly Engaged Guests, those who not only travel often and spend more, but importantly, align with our values and are deeply connected to our brand.

Of the seven new segments, four have been identified as Highly Engaged Guests – Outdoor Explorers, Culture Seekers, Refined Globetrotters and Purpose Driven Families.

Within these Highly Engaged Guests, Canada’s priority segments vary by market. In the United States, Destination Canada is focused on Outdoor Explorers, Refined Globetrotters, and Culture Seekers.

The program is also a significant evolution from the EQ 2.0 segmentation system, delivering deeper insights into customer journey timing, trip triggers, and psychographic data, offering a more actionable framework than EQ 2.0.

Destination Canada will host an industry webinar to share more about the Program’s features and tools early next year. Details on this will be shared soon.