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Research in the Tourism Industry

Download the infographic highlighting current trends in the tourism industry.


  • Skift – Travel News, Airline Industry News & Hotel Industry News

  • Trekksoft – Tour Operator Resource

 For more detailed reports, please contact Joanne Wolnik.

2018-19 Consumer Database Survey Results

In 2018 and 2019, we surveyed a random sample of our consumer e-mail database list, in three different batches, with an online survey asking them about their travel patterns, spending, vacation planning cycles, and familiarity with the region. The following findings are the result of 1,571 different respondents to the survey.

Market Segment Profile

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Craft Beer Festival Attendee

Want more insight into who attends craft beer festivals? By collecting postal codes, we used various databases supplied by Environics Analytics to create this segmentation to provide a look into the market with two different infographics:

PRIZM5 Segments

Environic Analytics’ PRIZM5 research, a leader in visitor research, classifies Canada’s neighbourhoods into unique lifestyle types by integrating geographic, demographic and psychographic data. The research tells us information about who visitors are, how they travel, what motivates them to travel, and where they live.

We took a deep dive into the research and have identified three segments that are aligned to our core activity offerings: Waterfront, Culinary and Significant Events. We have put key aspects of these profiles in three infographics. View them here:


Visitor Profiles – Infographics

View these infographics for a quick snapshot of what type of consumer is most likely to take part in one of the following experiences.

Alternative Accommodations

The Counties of Elgin, Norfolk, and Haldimand in partnership with SWOTC engaged in a study to consider how best to facilitate and support the provision of traditional accommodation options (e.g. bed and breakfasts, seasonal rentals, farm stays etc.), as well as a broader range of unique alternative accommodation options (e.g. glamping, tiny houses, boatels, cycling tent pods, bunkhouses, etc.) to reflect the growing visitor demand for this type of experience.

View the full Alternative Accommodations Report


2017 Cycling Market Research Report

SWOTC partnered with Adventure Cycling, as recommended by Ontario based cycling associations, to gather market research on the Ontario, New York State, Ohio, Pennsylvania and Michigan cycling markets. As the main geographic targets for the Ontario’s Southwest region these provinces and states were the most applicable for outreach. The research was gathered through an online cycling survey, answering question about cyclist’s current and future trips.

Click here to read the report


Regional Tourism Profiles

The Ministry of Tourism Culture and Sport releases tourism statistics yearly with Regional Tourism Profiles. The most recent release provided data from 2016.

Each profile includes:

  • Visitor Statistics

  • Visitor Spending Statistics

  • Hotel Statistics

  • Tourism Related Establishments

The Regional Tourism Profiles are available via Please select Region 1 from the drop down box and click go!

Please note: due to changes in Statistics Canada’s methodology, 2011 domestic data is not comparable to previous years. Also note that due to changes in Statistics Canada’s methodology, caution should be used when comparing 2013 US and Overseas data to previous years.

Looking for the latest hotel trends in Ontario’s Southwest? SWOTC is working with PKF Hospitality & Tourism Business Advisors to monitor Occupancy Rate, Average Daily Rate, and Revenue Per Available Room. Contact us for more information.

2014 Gateway to Growth, Annual Report on Canadian Tourism: Focus on US market.

The Tourism Industry Association of Canada (TIAC) and HLT Advisory have published the Annual Report on Canada’s Travel and Tourism Industry. This edition reports global and domestics statistics, and focuses on the United States; Canada’s best customer, biggest competitor and a potential gateway to growth in international visitation through the promotion of bi-national travel.