For travel agents, the challenge is not selling the idea of Canada but understanding which version of Canada resonates most with each client. Motivations vary widely, and recognising these differences is key to building itineraries that feel personal, meaningful and easy to sell.
Canada continues to resonate strongly with Australians, who are drawn to its mix of sweeping landscapes, vibrant cities, Indigenous cultures and welcoming communities.
Destination Canada’s Traveller Segmentation Program was originally created as a supply-side tool to help the Canadian tourism sector identify and prioritise the traveller types whose values best align with Canada’s strengths. Instead of relying on demographics or income, the model groups travellers according to their emotional drivers, behaviours and motivations.
Although designed for industry use, this framework has become highly valuable for travel agents. It provides a clear way to understand what inspires each traveller and helps agents match clients with experiences that feel intuitive and relevant.
Which Traveller Segments Matter Most in Australia
The Australian market contains several large and highly engaged traveller groups. According to Destination Canada’s Australian Market Profile, the largest segments are:
- Simplicity Lovers – 2.7 million Australians
- Outdoor Explorers – 2.6 million Australians (DC Priority Segment)
- Culture Seekers – 2.5 million Australians
- Refined Globetrotters – 2.1 million Australians (DC Priority Segment)
- City Trippers – 2.1 million Australians
Destination Canada has identified two of these as priority segments in Australia because of their strong alignment with Canada’s tourism brand and their potential for high engagement:
Outdoor Explorers – motivated by nature, adventure, authenticity and achievement
Refined Globetrotters – motivated by culture, cuisine, guided experiences and meaningful connection
Together these two segments represent 4.7 million Australians, making them a substantial audience for Canadian travel.
Australians in these categories also tend to favour longer international trips, seek new perspectives and show strong interest in exploring destinations that offer authenticity and access to nature .
For travel agents, understanding which segment a client fits into helps predict not only where they may want to go, but why, and what type of itinerary will feel rewarding and memorable for them.
What to do next
- Ask your client to complete the Traveller Quiz — or complete it on their behalf.
- Identify their traveller segment.
- Explore the suggested experiences, regions and planning cues recommended for that segment.
- Use these insights to build itineraries that feel personalised and compelling.
In the coming months we will explore each priority segment in more detail, to help you match your clients with the Canadian experiences that fit them best.
Watch out for Canada for Outdoor Explorers coming soon.
