Discover the Canadian Tourism Data Collective, Destination Canada’s cutting‑edge platform that brings together tourism data, AI-powered insights, and collaborative tools, all in one secure, centralized hub. Designed for industry professionals, from destination marketers to researchers and community planners, this platform empowers you to make smarter, faster, and more strategic decisions.

The platform is made up of several easy-to-use tools and programs, each designed to help you understand your visitors, improve your marketing, and make informed decisions:

Tourism Performance Indicators
Gives you an overview of how tourism is doing in your region, things like visitor numbers, spending, accommodations, and movement patterns. Great for tracking trends over time.

TourismScapes
Provides detailed regional data on visitor behaviour and travel patterns. Ideal for communities and destinations looking to better understand how people move through and interact with their area.

Global Traveller Research Program
Breaks down travel trends from key international markets. Helps you identify which global audiences are most likely to visit and what they’re interested in.

Traveller Segmentation
Divides travellers into seven different segments (like “Outdoor Explorers” or “Cultural Explorers”) so you can tailor your offerings and marketing to match the right audience.

Wealth & Wellbeing Index
Shows how tourism contributes to community wellbeing, not just in dollars, but in areas like job creation and quality of life. Useful for long-term planning and stakeholder engagement.

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HOW IT WORKS:

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WHY IT MATTERS:

• See where visitors are coming from, what they’re doing, and how much they’re spending.
• Access tools that can help with planning, marketing, and understanding trends in your area.
• Learn about different types of travellers so you can better target your promotions.
• Use real, up-to-date information to back up your business decisions and funding applications.

Whether you’re a tourism operator, marketer, or community planner, this platform gives you the tools to better understand your visitors, make informed decisions, and plan for growth.

Access to the Canadian Tourism Data Collective starts free. Many dashboards, traveller insights, and tools are open to everyone. Premium features are available through a paid subscription. CCT holds an active subscription to the Data Collective at the Partnership level. Contact Tom for a deeper look at the data or any questions you may have.