Ontario Travel & Tourism Monthly (OTTM) – Inaugural Edition
- williamschatten
- Aug 6
- 2 min read
Introducing Ontario Travel & Tourism Monthly (OTTM), Context Research Group’s subscription-based intelligence service delivering timely, actionable data for Ontario’s tourism leaders. Built for tourism stakeholders at all levels, OTTM provides consistent insight into traveller sentiment, behaviour, barriers, and trends.
Developed through CRG’s work with Destination Ontario and TIAO, OTTM offers the sector a reliable, Ontario-specific data source to support confident decision-making in a fast-moving landscape.
Methodology
Each month, OTTM surveys approximately 1,000 travellers across Ontario and key U.S. markets. The study tracks:
· Trip intent and timing
· Destination preferences
· Barriers (e.g., cost, health, global factors)
· Perceptions of Ontario
· External influences such as AI, economic pressures, and politics
· And more…
This provides a trending, Ontario-focused dataset for strategic planning.
July 2025 Highlights
July marks the inaugural release of OTTM. This foundational dataset sets the stage for trend analysis in the months ahead, enabling tourism stakeholders across Ontario to track changes, compare performance, and spot opportunities. As new reports are published, each month's data will build upon the last, creating a powerful picture of the province’s evolving travel landscape.
Below are a few of the highlights found in this month’s report:
AI in Trip Planning
Over 40% of travellers reported using AI tools to plan their trips, with higher rates among U.S. respondents.
Canada–U.S. Relations Outlook
When asked about the future of Canada–U.S. relations, U.S. Fly travellers expressed optimism, while Ontarians were more likely to express concern or uncertainty, indicating a divided outlook across the border.
Wildfires and Travel Impact
Nearly 1 in 3 respondents said their travel plans to Ontario had been affected by Canadian wildfires over the past year. Environmental factors continue to influence travel behaviours and decision-making.
Economic Climate and Travel Intent
Most segments do not feel significantly impacted by current financial pressures and agree that travel remains a worthwhile investment. This suggests a resilient outlook on travel despite global economic concerns.
Ontario’s Appeal Remains Strong
Ontario continues to rank highly as a pleasure travel destination, with four in five respondents rating it positively. However, levels of enthusiasm and intent to visit vary between regions and traveller types.
Stay Ahead with OTTM
The tourism sector in Ontario faces rapid change, from evolving traveller expectations to emerging technologies and external economic pressures. To lead in this environment, stakeholders don’t need isolated data points — they need clarity, consistency, and strategic foresight.
OTTM delivers exactly that. Each month builds on the last, revealing patterns that empower smarter planning and stronger coordination across the province. Whether you're shaping local experiences or provincial strategy, OTTM is designed to help you anticipate, adapt, and act.
Click below to access our public summary report:
To explore the full July 2025 report and learn more about subscription options, visit:
