New Research Reveals Strong Visitor Demand and Spending Potential for Northern Ontario Tourism

by Sara Currier | November 5, 2026

News Release

New Research Reveals Strong Visitor Demand and Spending Potential for Northern Ontario Tourism

Up to 96 per cent of past visitors intend to return within two years,
with average trip spending of $3,100 to $4,500 per travel party

News
November 5, 2026

SAULT STE. MARIE — Destination Ontario and Destination Northern Ontario, in partnership with Context Research Group Inc., have released new research examining Northern Ontario’s tourism segments, visitor spending and future travel intentions, identifying opportunities to grow the region’s visitor economy. 

The first study of its kind in more than a decade, the research provides new insights among avid travellers in eight segments, including outdoor adventure, angling, hunting, motorcycling, snowmobiling, off-road vehicle touring, auto/recreational vehicle touring and boating. Avid travellers are individuals who plan their trips around activities or experiences they are passionate about.

The research found that tourism serves as a vital economic engine for Northern Ontario. Visitor parties spend an average of $3,100 to $4,500 per trip, with U.S. visitors generally spending up to $6,400 per party. This spending represents an important economic opportunity for businesses and communities across the region.

The research also confirms Northern Ontario's strong appeal as a premier travel destination, with 87 to 98 per cent of avid travellers who know Northern Ontario rating its experiences four or five out of five. More than two-thirds of avid travellers indicated they intend to make Northern Ontario the only or primary destination of a future trip.

Key findings highlight:

• Destination ratings:  82 per cent of past visitors say their last trip to Northern Ontario was better than trips to other destinations.
• Future travel intent: More than 68 per cent intend to make Northern Ontario the primary or sole focus of a future trip.
• Repeat visitation: 90 to 96 per cent of past visitors intend to return in the next two years.
• Visitor spending: Average spending ranges from $3,100 to $4,500 per travel party, with U.S. visitors spending up to $6,400.
• Growth opportunities: Younger travellers, families and authentic Indigenous-led tourism experiences offer opportunities for further development.

The findings will help tourism operators, destination marketers and industry partners better understand priority traveller segments, identify product development opportunities and inform marketing strategies to attract more visitors and grow tourism spending across Northern Ontario.

The Northern Ontario segmentation reports are available through the Destination Ontario Insights Portal at doinsights.crg.ca.

Quick Facts

• More than 6,000 avid travellers were surveyed from May 2026 to September 2026.
• Awareness of Northern Ontario is strong among avid travellers. Around 8 in 10 avid anglers and outdoor adventurers, 85 per cent of hunters, 87 per cent of boaters and 88 per cent of snowmobilers are familiar with the region.
• Six in 10 avid travellers said they are likely to use AI to plan their next trip.
• Up to 75 per cent of respondents said they would pay more for a trip with a clear environmental or conservation benefit.
• 85 to 90 per cent of respondents indicated that supporting locally owned businesses matters when choosing a destination.

Quotes

"Strong tourism growth starts with strong insights. Through our partnership with Destination Northern Ontario, we are equipping communities and tourism operators with the research and resources they need to attract visitors, encourage longer stays and increase tourism spending. Together, we are helping to build a stronger visitor economy and supporting Northern Ontario’s long-term success."

• Maxine Chapman, President and CEO, Destination Ontario

“Northern Ontario has built strong awareness among travellers, with up to 88 per cent of surveyed travellers familiar with the region. This new study provides valuable insights into traveller preferences and emerging opportunities for growth. These findings will help our industry attract more visitors, increase visitor spending and create new opportunities for communities and tourism operators across the region.” 

• David MacLachlan, Executive Director, Destination Northern Ontario

“These findings confirm how Northern Ontario’s naturally stunning landscapes, vibrant communities and local businesses can succeed in drawing enthusiastic travellers with varied interests, from hunting and angling to hiking and camping. Equipped with these important insights, the Ontario government looks forward to working with local tourism operators in the North to build on this success and attract even more visitors and investment.”

— Zee Hamid, Minister of Tourism, Culture and Gaming

About the Research
Context Research Group Inc. conducted a two-phase study of priority traveller segments for Northern Ontario. Phase one examined angling, hunting and outdoor adventure, while phase two focused on motorcycling, snowmobiling, off-road vehicle touring, auto/recreational vehicle touring and boating. Phrase three of the study will examine leisure traveller segments and begin in the coming months.

About Destination Ontario

Destination Ontario is the lead tourism marketing organization for the province of Ontario. Through innovative marketing and strategic partnerships, Destination Ontario inspires travellers to make Ontario a must-see destination by showcasing the province's diverse destinations, attractions and experiences to audiences across Ontario, Canada and around the world. Working closely with tourism partners, Destination Ontario helps grow the visitor economy and inspire travellers to discover, and return to, the beauty of Ontario. For more information, please visit DestinationOntario.com. 

About Destination Northern Ontario

Destination Northern Ontario is one of 11 regional tourism organizations and operates in the area north of the French River, west of the Ottawa River to the Manitoba border, and north to the salt water coast. Destination Northern Ontario directly supports tourism businesses and communities to build better quality experiences that resonate with consumers to grow the industry by increasing visitation and yield. For more information, please visit: https://destinationnorthernontario.ca/

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