Ontario remains a strong draw for travellers, August insights show

The report noted that nine in 10 travellers, particularly those in U.S. fly markets, still view travel as a worthwhile investment. Respondents emphasized the emotional benefits and once-in-a-lifetime experiences that travel delivers, suggesting these factors are helping to outweigh hesitation tied to higher costs.

Sustainability demand on the rise

The data also points to a growing focus on sustainability. Approximately half of respondents said they actively seek environmentally friendly options when planning trips. Just over half indicated they are willing to pay more if the sustainable choice delivers on quality.

New tools for tracking traveller behaviour

A key addition to the August report was the introduction of trendline analysis. This allows for month-over-month comparisons of traveller intent, perceived value and regional performance. Context Research Group said this approach provides stakeholders with more actionable insight into shifting traveller behaviour and demand patterns. The report also identified popular activities, offering a clearer view of what visitors are doing once they arrive.

Methodology

The monthly survey includes approximately 1,000 travellers in Ontario, Quebec and key U.S. markets. Respondents must have taken or planned an overnight leisure trip in the past 12 months. Context Research Group said the data is weighted to ensure demographic and regional balance, providing reliable insights for tourism and hospitality operators.

As the sector adapts to evolving traveller values and uncertain economic conditions, Context Research Group positioned the enhanced insights as a way for tourism and hospitality leaders to “decode the noise and align decisions across local and regional scales.”