Research & Insights
Destination Northern Ontario conducts research across all facets of the tourism industry.
This research provides industry partners with valuable data and insights, helping to improve the impact of future marketing and development initiatives. Our findings are utilized by Northern Ontario’s tourism sector, multiple levels of government, media organizations, and educational institutions.
Latest Research
Research Library
Browse through our research library for latest data and insights:
Tourism is a proven growth engine for Northern Ontario.
It attracts outside dollars, creates local jobs, and strengthens communities across the region. As a smart investment, tourism delivers measurable economic impact and an immediate return, supporting businesses today while building long-term regional resilience.
$3.0 billion projected tourism spend in 2025 — +50% over 2019
Over $900 million in annual tax revenues generated for municipal, provincial, and federal governments
Canadian tourism projected to hit a whopping $183 billion in 2025
91% of tourism revenues stay in Northern Ontario, supporting local businesses and communities
Northern Ontario border crossings show the least decline in U.S. visitation compared to other regions
$2.8 billion in visitor spending (2024) with +9.6% year-over-year growth
Growing Domestic & International Demand
71% of tourism revenues come from Ontario residents, keeping Ontarians at home
Canada-wide, tourism is forecast to reach $183 billion in economic contribution in 2025, supporting 1.8 million jobs with record domestic and international performance.
International tourism is surging:
$7 million (2018) → $48 million (2023) → $81 million (2024)
U.S. travellers comprise 14% of the total spending, growing at 13.7% over the past five years, reinforcing its status as a key secondary market.
Overseas markets, though smaller, have exhibited 21.3% short-term growth, indicating further potential for international engagement.
Industry Resources
Research and and Data Resources from our Industry Partners:
Destination Ontario Insights Portal
Timely and relevant tourism research information is important to marketing strategy, partners and tourism businesses operating in today’s competitive travel market.
Destination Ontario conducts primary, proprietary tourism-related research and has access to third-party research. It is our goal to provide reports with actionable insights that enable the industry to market their products more effectively.
Collaborative Insights to Power Canadian Tourism
The Data Collective empowers tourism policy advisors, industry leadership, business owners, marketers, researchers and analysts, investors, and media to drive sustainable growth and set a global benchmark for innovation and leadership in data-driven tourism intelligence.
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