Ontario Consumer Study Results

Why Ontarians Love Exploring Their Own Backyard

Context Research Group (CRG) recently partnered with Destination Ontario (DO) to dive into the hearts and habits of Ontario-resident leisure travellers. Our latest study, conducted in March 2025, paints a vibrant picture of how Ontarians experience, value, and imagine travel within their own province—and why many are choosing local getaways over far-flung adventures.

A Pulse Check on Ontario’s Leisure Travellers

From March 6 to 15, we surveyed 1,600 Ontario residents who travel for pleasure, ensuring the data reflected the province's population across age, gender, and region. Our goal? To better understand what Ontarians love most about traveling in their own province, what experiences they cherish, and how they're thinking about upcoming trips—both at home and abroad.

Check out the infographic below for a snapshot of what Ontarians love about traveling in their province—from top destinations and seasonal preferences to favourite food experiences and travel intentions. It’s a quick, engaging way to see what’s shaping local travel in 2025.

What We Learned: Highlights from the Study

1. Ontario Is the Ultimate All-Season Escape

Ontarians see their province as an accessible haven filled with scenic beauty, cultural richness, and low-stress travel opportunities. From peaceful lakeside retreats and outdoor adventures to vibrant cities packed with festivals and food, Ontario offers something for everyone—year-round.

Seasonal preferences reveal just how deeply residents connect with their environment:

• Spring/Summer: Small-town strolls, scenic drives, hiking, camping, and swimming top the list.

• Fall: Leaf-watching, nature walks, and harvest-themed getaways dominate.

• Winter: Though less popular, still offers cozy escapes, festive villages, and holiday markets.

This speaks to a strong emotional connection with Ontario’s changing landscapes and seasonal rhythms.

2. Favourite Destinations Are as Diverse as the Province Itself

Certain regions stood out for their ability to mix natural beauty, nostalgia, and cultural charm:

• Niagara Region: A perennial favourite, known for the iconic Falls, wine country, and family-friendly attractions.

• Toronto: Loved for its energy, food, nightlife, and cultural diversity.

• Ottawa: A capital blend of heritage, festivals, and outdoor beauty.

• Muskoka: A nature-lover’s dream filled with traditions, tranquility, and four-season adventure.

3. Food, Nature, and Culture Are the Winning Travel Combo

Nearly 60% of Ontarians are especially drawn to culinary, shopping, and nature-based experiences. This locally-rooted travel preference brings together:

• Culinary Adventures: Dining by the lake, tasting wine at the source, exploring farmers’ markets and food festivals.

• Unique Shopping: Artisan markets and outlet malls offer handcrafted and one-of-a-kind finds.

• Nature Escapes: Hiking trails, peaceful parks, and scenic drives continue to top travel wish lists.

• Cultural Exploration: Museums, historic sites, and festivals round out the ideal Ontario getaway.

4. Culinary Travel Leaves a Lasting Impression

Ask any Ontario traveller about their most memorable trip, and chances are food will come up. Whether it’s enjoying a glass of local wine overlooking a vineyard, or picking fruit in the summer sun, these moments stick.

Top food destinations included:

• Niagara: Wine tours, farm-to-table dining, and food festivals.

• Toronto: Global cuisine, Michelin stars, and culture-infused culinary experiences.

• Prince Edward County: Wineries, cheese trails, and orchard-to-table charm.

5. Local Travel Reigns Supreme—But Barriers Exist Beyond the Border

Ontario residents are sticking close to home: nearly 9 in 10 are planning an overnight trip within the province in the next year. In contrast, just 1 in 4 are considering travel to the US, with many citing:

• High travel costs and a poor exchange rate

• Political climate and feelings of being unwelcome

These deterrents, especially prevalent among younger and budget-conscious travellers, make international trips less appealing.

6. Still Hospitable: Ontarians’ Views on U.S. Visitors

Despite hesitation to travel south, Ontarians remain warm and welcoming to American visitors. Nearly half (44%) express positive feelings, while another 43% remain neutral. Canadian hospitality holds strong—even in times of global and political uncertainty.

The Takeaway: Ontario Travel Is About Connection, Comfort, and Discovery

From bustling city adventures to tranquil nature escapes, Ontario delivers travel experiences that are both familiar and fresh. Ontarians are embracing local travel that feels meaningful, affordable, and deeply rooted in place—where memories are made around food, festivals, and natural beauty.

Whether you're planning your next campaign, promoting local destinations, or just looking for some travel inspiration—these insights offer a roadmap to what makes Ontario shine in the eyes of its own residents.

CRG is a recognized member of the Canadian Research Insights Council (CRIC), 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.

CRG ON Consumer Survey Data Tables.

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