Move over cookie-cutter holidaymakers – Canada is redefining the way it understands its visitors.
At this year’s Rendez-vous Canada in Winnipeg, the country’s tourism leaders unveiled a bold new way to connect travellers with meaningful experiences: a dynamic segmentation strategy that focuses not on how much you earn, but how deeply you engage.
Developed by the Canadian Tourism Data Collective, the Traveller Segmentation Program is the result of extensive global research and collaboration across the tourism sector.
The goal? To better understand what motivates travellers – not just where they go, but why.
The result is a set of seven distinct traveller profiles, each tailor-made for Canada and ready to help tourism businesses and destinations align their offerings with real human desires.
So, which one are you?
Meet the Seven Canadian Traveller Types
1. The Refined Globe Trotter
Luxury is non-negotiable for these worldly travellers. Think exclusive resorts, five-star dining and one-of-a-kind experiences in iconic locations. Travel isn’t just something they do – it’s who they are.
2. The Outdoor Explorer
Remote trails, rugged terrain and alpine air? Yes, please. These adventurers live for the thrill of the unknown and the satisfaction of earning every view.
3. The Culture Seeker
Authentic, local and social, Culture Seekers are in search of meaningful connections with people, places and traditions. Whether it’s a powwow, a street art tour or a night at a jazz club, they’re all in.
4. The Purpose-Driven Family
These parents are raising the next generation of global citizens. They’re looking for holidays that educate, entertain and strengthen bonds – all while keeping the kids front and centre.
5. The City Tripper
Trendy, independent and always on the go, these travellers are drawn to urban energy. They’re all about food trucks, festivals, nightlife and spontaneous weekend breaks.
6. The Fun & Sun Family
Relaxation is the goal. These families seek sun-drenched escapes that are affordable, familiar and packed with memory-making moments – preferably with a beach nearby.
7. The Simplicity Lover
Small-town charm, easy access and no surprises. These travellers are after peace of mind, comfort and calm. It’s not about ticking off landmarks – it’s about unwinding.
The real shift in Canada’s tourism strategy? A move away from chasing “high value” guests based solely on income and frequency of travel.
Instead, the focus is now on highly engaged travellers – people who align with Canadian values, who travel responsibly and who are emotionally and mentally invested in the places they visit.
It’s tourism with heart and it’s helping Australia’s travel trade match the right traveller with the right Canadian experience, whether it’s a heli-hike in the Rockies or a cultural immersion in Yellowknife.
Take the Traveller Quiz
Want to know which type of Canadian traveller you are? The Traveller Quiz helps uncover your travel motivations and matches you with tailored experiences and destinations.
You’ll come away with insights into your travel personality and maybe a few fresh ideas for your next Canadian escape.
▶ Try the quiz: Traveller Quiz – Tourism Data Collective
For destinations and tourism businesses, the Destination Quiz is a powerful tool for identifying which traveller segments are most likely to be drawn to a specific region or offering.
▶ Explore it here: Destination Quiz – Tourism Data Collective
Canada, Naturally is inviting Aussies to think beyond the usual and connect with a country that understands what truly drives us to travel. So, which Canadian traveller are you?
