Insight Reports
Primary Data: Insight Reports
Imagine settling in by the fire with visitors to Ontario’s Southwest: listening as they share what draws them to the region, what they value most, and how those insights can guide the stories we tell next. This is what our primary data is all about, helping you gain insights into the mindset of our valued Southwest Ontario travellers.
2026
Why do we travel? What inspires us to plan a trip, explore somewhere new, or return to a favourite destination? And how do practical considerations, from rising costs to limited time, influence the choices we make along the way? To better understand the motivations, priorities, and aspirations shaping travel today, we asked travellers to share their thoughts.
2025
Our 2025 Motivation & Transportation Survey turns that sentiment into numbers. It explores why people travel and how they get there, revealing patterns in movement and motivation that shape tourism in our region and point to opportunities ahead. Yet numbers are only part of the picture. Here, we pair the data with community voices that bring it to life — stories that invite you to feel the same sense of connection that inspires every journey.
Travel decisions are shifting, some in obvious ways and others in small, consistent ways. Our early 2026 Survey asked visitors how sustainability shapes the way they travel, what concerns them about the future, and where they find optimism and opportunity. What emerged is a portrait of tension: between intention and reality, hope and uncertainty, curiosity and caution.
An additional Insights Report from the 2025 Motivation & Transportation Survey:
Let’s meet the travellers themselves. From late-night city explorers to weekend thrill-seekers and golden-hour gardeners, these are the people who filled out our survey. Each segment reveals a distinct way of moving through the world and offers clues to how we can meet them where they are.
In June 2025, 34 travellers representing a diverse group of segments were invited to share their insights and experiences about Ontario’s Southwest as a travel destination.
Get an inside look at the trends, challenges and opportunities identified in our 2025 survey of our industry members.
Exploring what draws visitors to Ontario’s Southwest. From scenic road trips and lakeside escapes to the local experiences that shape every stop along the way, this report showcases what inspires travellers.
From trip planning habits to values around sustainability and inclusion, discover how visitors to Ontario’s Southwest think about responsible travel, accessibility, and the moments that define their experience.
Customized Offerings
To gain data and insights that are more specific to your organization and to protect data ownership and competitive aspects, custom data reports are available to industry stakeholders upon request. For example:
Demographic data of the area of your operation to illustrate facts on population, education, income, housing, labour, and a map of the area.
Demographic data of the target market intended in the application, includes facts on population, education, income, housing, labour, and a map of the area.
Visitor origin, data illustrating where visitors are coming from within your DMO catchment.
Segmentation, analysis of potential market size for a new product/service (USA and CAD).
Segmentation, analysis of your current visitors by providing postal code data (USA and CAD).
Connect with Research & Partnerships Manager,
Ana Baxter by clicking the button below.