A solid understanding of all aspects of Ontario's tourism industry is essential to making informed decisions about future product development and marketing. Research is critical both for OTMPC and the independent tourism operator. The following reports, profiles and surveys will shed some light on the customer. Amongst other things, you will find out who is coming to Ontario, why they are coming and what they are doing when they get here.

Ontario Brand Tracking Reports
The reports provide insight into the Ontario brand as a travel destination. Specific areas of brand analysis include: the position of Ontario and competitors within the destination consideration set, interest in future travel within Ontario and an assessment of Ontario across key attributes related to travel.
Ontario Market Reports
Montreal Market Reports
US Market Reports

Quebec Consumer Travel Research Report

Quebec Tourism Consumer Research Report 2006 (PDF, 940KB)
Language: English
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Overseas Consumer Travel Research Report

Global Tourism Watch
The Canadian Tourism Commission and its partners in Ontario, British Columbia, Manitoba, The Atlantic and the North engaged Harris/Decima to conduct the Global Tourism Watch Tracking Research Program. This program was implemented in eight global markets - The United States, Mexico, The United Kingdom, France, Germany, Australia, Japan and South Korea.

Tourism Watch Reports

Australia (PDF, 496KB)
Language: English
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Canada (PDF, 505KB)
Language: English
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France (PDF, 484KB)
Language: English
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Germany (PDF, 465KB)
Language: English
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Japan (PDF, 484KB)
Language: English
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Mexico (PDF, 478KB)
Language: English
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South Korea (PDF, 471KB)
Language: English
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United Kingdom (PDF, 518KB)
Language: English
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United States (PDF, 511KB)
Language: English
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Other Research Reports

Mexico Research Report 2007 (PDF, 174KB)
Language: English
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Australia Consumer & Travel Trade Report 2007 (PDF, 75KB)
Language: English
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India Consumer & Travel Trade Report 2007 (PDF, 105KB)
Language: English
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South Korea Consumer and Travel Trade Research 2007 (PDF, 144KB)
Language: English
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Consumer and Travel Trade Research in China 2006 (PDF, 54KB)
Language: English
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Japanese Travel Consumer Study 2005 (PDF, 35KB)
Language: English
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TAMS Reports
Canadian tourism ministries and organizations have collaborated to conduct large surveys assessing the travel activities and motivators of pleasure travel among Canadians and Americans. This survey, known as the Travel Activities and Motivation Survey (TAMS) provides authoritative research that helps you develop marketing strategies and travel products to attract visitors to Ontario.
TAMS Reports

Ontario Travel Information Centre (OTIC) Consumer Survey

The survey measured the influence of the Ontario Travel Information Centres on consumer travel decision making while in market, as well as their satisfaction with the OTIC services. The impact of the OTICs on influencing unplanned visitation of regions and attractions is evaluated along with tourism expenditures generated by this service.
Ontario Travel Information Centre (OTIC) Consumer Survey Report.