Ontario Travel & Tourism Monthly (OTTM) is a CRG and Destination Ontario research study tracking Ontario’s tourism landscape. Built specifically for Ontario, it delivers monthly metrics on economics, social factors, safety, climate, AI usage, and more across priority domestic and international markets.
With 2,000 travellers surveyed each month — 24,000 annually — OTTM helps the Ontario tourism sector spot emerging trends, anticipate shifts, and make proactive decisions in a fast-moving market.
Highlights from the April 2026 Report:
Travel Intent Continues to Strengthen Travel intent toward Ontario increased across most markets this month, with notable gains in Western Canada, Quebec, and U.S. Fly markets. Ontario residents continue to show the strongest travel intent overall, while summer travel plans remain concentrated in July and August.
Ontario’s Destination Ratings Remain Stable Ontario’s ratings as a pleasure travel destination remain steady across most markets, while Manitoba recorded a notable increase and reached its highest point to date. Net Promoter Scores (NPS) also improved in several markets, driven by gains in the share of promoters.
AI Usage for Trip Planning Continues to Rise Use of AI tools for travel information and trip planning continues to grow. ChatGPT remains the leading platform, most commonly used for researching attractions, discovering destination ideas, and seeking travel advice.
Cost Pressures Continue to Influence Travel Plans Cost remains the leading barrier to travelling to Ontario for the tenth consecutive month, with transportation costs continuing to rank especially high among Canadian travellers. U.S. travellers remain comparatively less focused on transportation-related concerns.
Views on the U.S.–Canada Relationship Improve Slightly Expectations surrounding the U.S.–Canada relationship improved compared to last wave, though Canadian travellers remain more cautious overall. Canada continues to rank as the most welcoming country among U.S. travellers.
Download the April 2026 Ontario Travel & Tourism Monthly report and more studies on the Destination Ontario Insights Portal.
