The 2024 edition of CRG’s Annual Tourism Study covers a range of established and timely topics in the context of Ontario travel and tourism. We investigate overall traveller behaviour, destination awareness, destination image, and consumer perceived value while keeping a focus on shifting traveller demographics. Building on our 2023 research, we continue to assess economic impact of inflation on travel. New for 2024 is our deep dive on sustainable & regenerative tourism.
If you have any questions or require additional information please contact us: info@crg.ca
The infographic below presents findings on relatively low traveller familiarity with the concepts of sustainable and regenerative tourism while highlighting their potential perceived value. Further, we touch on a number of important metrics in relation to BIPOC travellers and their tourism experiences.
CRG is a recognized member of the Canadian Research Insights Council (CRIC), and as such, our studies and reports are aligned with the CRIC Public Opinion Research Standards. To learn more about CRIC and the standards, please visit: https://www.canadianresearchinsightscouncil.ca/standards/por/
Detailed frequency tables, including weighted and unweighted data, are available for your consideration in the document below.
A portion of this study was presented by CRG at the 2024 Ontario Tourism Summit organized by the Tourism Industry Association of Ontario (TIAO).
Methodology: Online survey respondents 18 years old and above who are potential travellers to Ontario. October 1 - 8, 2024. Results were weighted by age, gender and region to ensure that the sample’s composition reflects that of the Canadian and U.S. population. Canada: n=809. US (States near the Canadian border): n=580.
For information on the 2023 Edition of the Annual Tourism Study click here.