From Trendlines to Travel Plans – August Insights
- williamschatten
- Sep 9, 2025
- 2 min read
Ontario Travel and Tourism Monthly (OTTM) is a rolling research initiative designed to track travel sentiment, behaviours, and market shifts impacting Ontario’s tourism sector. Every month, we gather fresh data from key Canadian and U.S. markets to provide actionable insights for operators, DMOs, and industry leaders.
This month marks a major evolution in the tool. For the first time, the August edition introduces trendline analysis, offering month-over-month comparisons for key metrics like travel intent, perceived value, and regional performance. We’re also tracking top visitor activities to provide a clearer picture of what travellers are doing and where they’re headed next.
August Insights
Ontario Remains a Star Performer
Over 4 in 5 respondents continue to rate Ontario as an excellent pleasure travel destination, a consistent strength in a year defined by uncertainty and volatility. Whether driven by local pride, natural beauty, or ease of access, Ontario holds firm in the minds of both domestic and U.S. travellers.
Travel is Still Worth It, Even Now
Even in a cost-sensitive climate, most travellers, including 9 in 10 U.S. Fly market respondents, believe travel is a worthwhile investment. The emotional return and once-in-a-lifetime experiences that only travel provides continue to outweigh economic hesitation.
Travellers are prioritizing meaningful escapes, especially from urban U.S. fly markets. This is a vital opportunity for Ontario operators to lean into cross-border campaigns.
Sustainability Matters
About half of travellers now say they prioritize sustainability when planning their trips, a clear sign that eco-consciousness is becoming more mainstream. Just over half also say they’re willing to pay more for sustainable options, so long as the experience meets their expectations.
For the tourism industry, this marks a growing opportunity: thoughtful, high-quality offerings that also reflect environmental values may increasingly resonate with today’s travel mindset.
Stay Ahead with OTTM
Ontario’s tourism landscape continues to evolve, shaped by shifting traveller values, global economic currents, and new patterns in mobility, tech, and consumer sentiment. To navigate it confidently, stakeholders need more than snapshots. They need insight that builds over time.
That’s where Ontario Travel & Tourism Monthly (OTTM) delivers. With the August 2025 edition, readers now have access to trending data and visitor activity insights, marking a new phase in the program. Each month’s report adds depth to the last, helping tourism leaders spot the signals, decode the noise, and align decisions across local and regional scales.
Whether you’re refining front-line experiences or steering provincial strategy, OTTM is built to help you anticipate, adapt, and act.
Explore the full August 2025 Summary Report and learn more about subscription options at:
Download the summary report here:
Methodology
OTTM data is collected monthly via an online survey of travellers in Ontario, Québec, and key U.S. markets. All respondents have taken or planned an overnight leisure trip in the past year. Each wave includes ~1,000 responses, weighted for demographic and regional balance. All analysis is conducted by Context Research Group to inform strategic planning across Ontario’s tourism sector.