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OTMPC conducts research in key U.S. and overseas markets to better understand traveler needs and interests and assess market trends.
Destination Canada and its partners conduct the Global Tourism Watch Study on an ongoing basis to assess the Canada brand and travel intentions in these markets. This program was implemented in the United Kingdom, France, Germany, Australia, Japan, China, South Korea, Mexico, Canada and the United States.
OTMPC commissioned a major international research study in early 2012 among 8,500 consumers on four continents and 11 countries. The objective of the study is to guide the development of an international tourism brand strategy for Ontario based on consumer motivations for choosing destinations. The study reveals that emotions contribute more to destination selection than rational factors such as products and services.
Destination Canada and its partners engaged Harris/Decima to conduct the Global Tourism Watch Study. This program was implemented in Mexico, The United Kingdom, France, Germany, Australia, Japan, China, South Korea, Canada and the United States.
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