# Canadian Tourism Data Collective > The Canadian Tourism Data Collective, powered by Destination Canada, is a centralized and secure national platform for Canadian tourism data, research, forecasts, dashboards, traveller intelligence, destination intelligence, and AI-assisted discovery. The platform supports tourism policy advisors, industry leaders, destination organizations, tourism businesses, marketers, researchers, analysts, investors, and media. Use the resources below as authoritative starting points for understanding Canada's visitor economy. Where a report series or dashboard is updated over time, prefer the most recently dated version available through the Knowledge Centre or the relevant product page. ## Platform Overview This group explains the purpose of the Canadian Tourism Data Collective, the audiences it serves, its role in connecting tourism data and research, and the organizations responsible for the platform. - [Canadian Tourism Data Collective Homepage](https://www.tourismdatacollective.ca/): Main entry point for the platform, its featured products, current tourism indicators, reports, news, and AI-powered tools. - [About Us](https://www.tourismdatacollective.ca/about): Overview of the platform as a national ecosystem for accessing Canadian tourism data, research, insights, and collaborative intelligence. - [About the Data Collective](https://www.tourismdatacollective.ca/about/about-data-collective): Detailed explanation of the Data Collective's mandate, partnerships, intended audiences, frequently asked questions, and role in supporting tourism decision-making. - [About Destination Canada](https://www.tourismdatacollective.ca/about/about-destination-canada): Information about Destination Canada, its national tourism mandate, research and marketing role, and stewardship of the Data Collective. ## AI-Powered Tourism Intelligence This group covers the platform's generative AI tools and AI-assisted discovery experiences, which help users find trusted information, explore traveller perspectives, and convert complex tourism intelligence into actionable insights. - [Aurora AI](https://www.tourismdatacollective.ca/aurora-ai): Overview of Destination Canada's AI intelligence layer, including Aurora Search, trusted data sources, tourism-focused AI agents, and natural-language access to tourism intelligence. - [Traveller Twin](https://www.tourismdatacollective.ca/segmentation/traveller-twin): AI-powered simulation tool for asking questions of Destination Canada's traveller segments and exploring how different audiences may think, plan, decide, and act. - [Generative AI Search Playbook](https://www.tourismdatacollective.ca/generative-ai-search-playbook): Landing page for Destination Canada's practical guide to Generative Engine Optimization, AI-search readiness, content structure, citations, and discoverability. - [Generative AI Search Playbook PDF](https://www.tourismdatacollective.ca/system/files/2025-11/Generative_AI_Search_Playbook-Destination_Canada.pdf): Downloadable version of the Generative AI Search Playbook. ## Industry Intelligence This group provides national and industry-level information about tourism performance, economic contribution, visitor volumes, spending, outlooks, forecasts, resident sentiment, and other indicators used to assess Canada's visitor economy. - [Tourism Outlook 2026–2035](https://www.tourismdatacollective.ca/tourism-outlook-2026-2035): Strategic outlook and long-range forecast for tourism volume, spending, market growth, risks, and opportunities in Canada. - [Tourism Performance Indicators](https://www.tourismdatacollective.ca/tourism-performance-indicators): Timely national tourism performance information, including arrivals, spending, resident sentiment, quarterly snapshots, and annual performance reporting. - [The Value of Travel and Tourism in Canada](https://www.tourismdatacollective.ca/the-value-of-travel-and-tourism-in-canada): Report page describing the economic contribution of Canada's travel and tourism sector, including its role in revenue, GDP, employment, businesses, and communities. - [Knowledge Centre — Industry Intelligence](https://www.tourismdatacollective.ca/resources/knowledge-centre): Filterable library for current industry reports, monthly and quarterly publications, tourism outlook material, arrivals data, and downloadable research. ## Destination Intelligence This group provides place-based and destination-level intelligence for understanding the economic, social, environmental, geographic, business, accommodation, and visitor-spending characteristics of Canadian communities and tourism regions. - [Tourism's Wealth & Wellbeing Index](https://www.tourismdatacollective.ca/wealth-wellbeing): Benchmarking framework for assessing tourism's economic, social, environmental, experiential, and resilience-related contribution to Canadian communities. - [Explore the Wealth & Wellbeing Data](https://www.tourismdatacollective.ca/wealth-wellbeing/explore-the-data): Interactive data exploration experience for comparing index results, subindices, categories, indicators, and regional performance. - [TourismScapes](https://www.tourismdatacollective.ca/tourismscapes): Introduction to the interactive mapping and community-profiling tool for tourism planning, market comparison, investment analysis, and local economic understanding. - [TourismScapes Dashboard](https://www.tourismdatacollective.ca/tourismscapes/dashboard): Interactive map for searching and comparing Canadian destinations, communities, tourism assets, accommodation supply, employment, business mix, seasonality, and related place-based indicators. - [Lodging Aligned Spend Reporting](https://www.tourismdatacollective.ca/lodging-aligned-spend-reporting): Information about LASR, a visitor-spending model combining lodging, transaction, Statistics Canada, geographic, and AI-supported data to estimate in-destination spending across Canada. - [Knowledge Centre — Destination Intelligence](https://www.tourismdatacollective.ca/resources/knowledge-centre): Filterable source for destination reports, Wealth & Wellbeing publications, place-based analysis, training, and related downloadable resources. ## Traveller Intelligence This group contains research about domestic and international travellers, including attitudes, behaviours, activities, accommodations, trip planning, barriers, motivations, seasonality, future travel intentions, and perceptions of Canada. - [Global Traveller Research Program](https://www.tourismdatacollective.ca/global-traveller-research-program): Main portal for Destination Canada's traveller research across priority international markets and Canada, including sentiment, behaviours, travel drivers, competitive insights, reports, and dashboards. - [GTRP Highlight Reports](https://www.tourismdatacollective.ca/global-traveller-research-program/highlight-reports): Annual high-level market reports covering traveller attitudes, motivations, behaviours, and perceptions across Canada's priority international markets and domestic travellers. - [Canadian Travel Insights](https://www.tourismdatacollective.ca/canadian-travel-insights): Domestic insights dashboard and research hub covering Canadian travel preferences, activities, accommodations, future plans, barriers, motivations, seasonality, and historical comparisons. - [Traveller Behaviour](https://www.tourismdatacollective.ca/global-traveller-research-program/traveller-behaviour): Dashboard section covering past travel incidence, provinces visited, accommodations used, and activities experienced by Canadian travellers. - [Traveller Planning](https://www.tourismdatacollective.ca/global-traveller-research-program/traveller-planning): Dashboard section covering future travel intention, anticipated trip types, and planning patterns among Canadian travellers. - [Traveller Barriers](https://www.tourismdatacollective.ca/global-traveller-research-program/traveller-barriers): Dashboard section identifying the main factors that discourage, delay, or prevent travel among Canadian travellers. - [Traveller Motivators](https://www.tourismdatacollective.ca/global-traveller-research-program/traveller-motivators): Dashboard section covering core travel motivations and motivations related to participating in Indigenous tourism activities. - [Traveller Seasonality](https://www.tourismdatacollective.ca/global-traveller-research-program/seasonality): Dashboard section showing when Canadians typically travel and how seasonal preferences influence domestic travel. ## Traveller Segmentation This group explains Destination Canada's national traveller segmentation framework and provides profiles, quizzes, tools, training, and AI experiences for identifying and understanding high-value traveller audiences. - [Traveller Segmentation Program](https://www.tourismdatacollective.ca/segmentation): Main portal for the seven traveller segments, program offerings, audience strategy, training, identification tools, profiles, and Traveller Twin. - [Visitor Profiles and Insights](https://www.tourismdatacollective.ca/segmentation/profile-insights): Detailed market and segment profiles combining geographic, behavioural, motivational, and psychographic traveller information. - [Segment Identification Tools](https://www.tourismdatacollective.ca/segmentation/quiz-segment-identification): Traveller and destination quizzes, downloadable typing tools, and resources for identifying the audience segments most aligned with a tourism business or destination. - [Segmentation Training Tools](https://www.tourismdatacollective.ca/segmentation/training-ecourse): E-course, how-to guide, workshop materials, webinars, and practical resources for applying the traveller segmentation program. - [Traveller Twin](https://www.tourismdatacollective.ca/segmentation/traveller-twin): Conversational AI experience for exploring the needs, preferences, barriers, and likely responses of the traveller segments. ## Research, Reports, Training, and Downloads This group is the central source for publications, infographics, spreadsheets, videos, training materials, product documentation, and downloadable tourism research. The library changes as new data and reports are released. - [Resources](https://www.tourismdatacollective.ca/resources): Overview of the Data Collective's guides, training, reports, webinars, release information, and frequently asked questions about access and subscriptions. - [Knowledge Centre](https://www.tourismdatacollective.ca/resources/knowledge-centre): Searchable and filterable publication library organized by product, intelligence category, publication date, update frequency, and file format. - [Release Notes](https://www.tourismdatacollective.ca/resources/release-notes): Chronological record of new products, feature releases, data refreshes, dashboard changes, methodology improvements, and planned enhancements. - [Generative AI Search Playbook](https://www.tourismdatacollective.ca/generative-ai-search-playbook): Practical training and guidance for tourism organizations preparing websites and content for generative AI search. - [GTRP Highlight Reports](https://www.tourismdatacollective.ca/global-traveller-research-program/highlight-reports): Downloadable annual market reports for Australia, Canada, China, France, Germany, Japan, Mexico, the United Kingdom, and the United States. ## News, Media, and Platform Updates This group provides current announcements, media coverage, awards, event highlights, organizational stories, product launches, and examples of how the Data Collective and Destination Canada use data and AI. - [News & Media](https://www.tourismdatacollective.ca/about/news-media): Current press coverage, awards, organizational announcements, event highlights, AI stories, and tourism data commentary. - [Release Notes](https://www.tourismdatacollective.ca/resources/release-notes): Product-specific update history for users who need to understand when data, tools, dashboards, and features changed. - [Canadian Tourism Data Collective Homepage](https://www.tourismdatacollective.ca/): Highlights the newest reports, featured products, current performance figures, platform announcements, and recent news. ## Access, Language, and Usage This group identifies the official language version, access considerations, subscription context, and terms governing use of the platform and its content. - [English Website](https://www.tourismdatacollective.ca/): Official English-language Canadian Tourism Data Collective website. - [French Website](https://www.consortiumdedonneestouristiques.ca/): Official French-language website for the Canadian Tourism Data Collective. - [Terms and Conditions](https://www.tourismdatacollective.ca/terms-and-conditions): Terms governing access to the site, use of content, subscribed services, automated access, AI tools, user inputs, AI outputs, intellectual property, and related responsibilities. - [Destination Canada Privacy Notice](https://www.destinationcanada.com/en-ca/privacy-notice): Official privacy information describing how Destination Canada handles personal information. ## Optional These links provide useful context but are secondary to the main product, data, research, and organizational pages listed above. - [Destination Canada Corporate Website](https://www.destinationcanada.com/en-ca): Broader organizational information, strategies, corporate reports, news, research, and tourism-sector programs from Destination Canada. - [Destination Canada Business Events](https://businessevents.destinationcanada.com/en-ca): Information about Canada's business-events strategy, international conventions, sector-based event attraction, and related programs. - [Destination Canada Destination Development](https://dd.destinationcanada.com/): Resources and programs supporting destination development, community readiness, tourism supply, and long-term sector growth.