Product Launch: Ontario Travel & Tourism Monthly (OTTM)
- alexmazanik
- Jun 26
- 3 min read
We’re excited to announce the launch of Ontario Travel & Tourism Monthly (OTTM): a continuous tracking study built specifically for Ontario’s tourism sector. The first report will be available in July 2025, with new insights released every month.
Across the tourism sector, one thing has become clear: if you’re not close to your traveller, you’re not just missing insight, you’re missing opportunity. And as the pace of change accelerates, so do expectations. People want data that’s timely, relevant, and actionable, not buried in national averages or delivered months too late. OTTM is our answer to that need: real-time, localized insight that helps Ontario’s tourism leaders make faster, smarter decisions.
Why We Built It
We heard from partners across the province: there’s no shortage of data, but most express a need for data relevant to their market and timelines. OTTM is our response to this need.
Each month, we gather and deliver timely insights on the audiences that matter most to Ontario.
U.S. Travellers: Drive and Fly Markets
We target American travellers in the drive and fly markets that are most relevant to Ontario. These include states with strong visitation histories and airlift capacity. These are high-potential, high-impact visitors who shape the province’s international tourism performance.
Ontario Travellers: High-Intent Demographics
We don’t just survey any Ontario resident. We focus on the segments actively travelling and engaging with the sector, capturing data from those who are out exploring, booking trips, and spending in their own backyard.
Audience and Applications
OTTM is designed for the people making tourism happen in Ontario. That includes:
Destination Marketing Organizations (DMOs and RTOs) seeking to expand the value they offer to stakeholders, partners, and communities through timely, localized insight that supports planning, collaboration, and advocacy.
Attractions, accommodations, and experience providers who want to better understand their audiences and align offerings.
Government and sector stakeholders who need timely, localized data to inform policy, investment, and partnerships.
Agencies and consultants working with tourism clients who want real, up-to-date insights.
If you need data that speaks directly to Ontario’s reality, not a generic national picture, this product is for you.
Core Features and Deliverables
OTTM is designed to support faster, smarter decisions across the sector, especially at the local level where insight can often feel out of reach.
Here’s what’s included:
Monthly reports with clear, focused data on high-intent travellers.
Segmented insights on U.S. Drive/Fly and Ontario traveller demographics.
Trend tracking on emerging topics like AI in travel planning.
Contextual data on traveller sentiment toward external factors such as the economy, climate, or border confidence.
Access to accumulated data over time for trend analysis and long-term strategy.
We collect 1,000 responses each month across these priority groups. This ensures a sample size that’s robust enough for reliable analysis, targeted deep dives, and ongoing benchmarking. Over time, this builds into a powerful dataset that subscribers can use to understand change, seasonality, and strategic opportunities.
Ongoing Support for Subscribers
Subscribing to OTTM means more than just receiving reports. It means having a partner. Our team is here to help you get the most from the data, whether it’s interpreting results, applying insights to strategy, or advising on where to go next.
Subscribers receive:
Onboarding support.
Monthly briefing notes.
Direct email access to our insights team.
Optional check-ins to dig deeper into what matters most.
Availability and Next Steps
The first edition of Ontario Travel & Tourism Monthly will be available in July 2025, with new insights delivered every month thereafter. As the program evolves, subscribers will also gain access to a growing dataset that supports both timely decisions and long-term strategy.
Now is the time to get ahead of the trends shaping Ontario’s travel economy.
To learn more or subscribe, visit the product page below:
