7 Tourism Data Takeaways for 2026 (and How Operators Can Act on Them)

If you have been watching closely what has been happening in tourism in 2025 and 2026, some things have become clear. Tourism demand hasn’t disappeared, but it has changed. 

As highlighted in Ontario’s Highlands Tourism Organization’s Unlocking Tourism Trends webinar and insights report, travelers are still eager to explore, but they are more selective, value-driven, and intentional in how and why they travel. The 2026 data shows that success for tourism operators will depend less on chasing volume and more on designing experiences and marketing systems that convert interest into action. 

Here are seven key takeaways operators need to know as they plan their 2026 marketing strategies.

1. Same-Day Visitors Are Your Biggest Growth Opportunity

Visitation is up, but growth is being driven primarily by same-day and short trips, especially from nearby urban markets. Repeat visitation is increasing, while the number of unique visitors is growing more slowly. For 2026, conversion (not reach) is the biggest opportunity.

What this means for you:

• Stop treating day-trippers as “missed overnights.”
• Promote experience extensions, not just arrivals: dinner add-ons, evening experiences, shoulder-season events, or next-day itineraries.
• Highlight how easy it is to stay a little longer, not why they should book a full vacation.

 2. Travelers Are Value-Focused, Not Price-Focused

Cost remains the top barrier to travel, but the data is clear: travelers are not unwilling to spend, but they are more selective. Value, clarity, and trust matter more than discounts.

What this means for you:

• Focus messaging on what’s included, not what’s cheapest.
• Be clear about time commitment, effort level, and what visitors will actually experience.
• Reduce friction: clear directions, parking info, booking steps, and FAQs all help overcome hesitation.

3. Experiences Drive Longer Stays (Especially Culture, Food, and Nature)

Activities are the number-one reason travelers extend their stays. Cultural experiences, local food, festivals, and nature-based offerings consistently lead to higher spending and longer visits.

What this means for you:

• Package experiences together — even informally — through storytelling and suggested itineraries.
• Collaborate with nearby businesses (food, arts, accommodations) to create natural trip clusters.
• Market experiences as complete moments, not standalone products.

4. Websites Are No Longer Discovery Tools, They’re Decision Tools

Discovery is increasingly happening through AI summaries and social platforms. By the time visitors reach your website, they are further along in their decision-making journey and arrive with higher intent. If your website doesn't help visitors decide, quickly, they will move on.

What this means for you:

• Treat your website as a conversion tool, not a brochure.
• Lead with answers, not inspiration.

5. Authentic Visuals Matter More Than Perfect Ones

Short-form video remains dominant, but what’s changed is what works. Visitors want visuals that feel real, current, and trustworthy, not overly polished or generic. In short, authenticity builds trust, and trust drives bookings.

What this means for you:

• Use real photos and videos of real experiences, even if they’re imperfect.
• Short videos should spark curiosity — not explain everything.
• Let visuals confirm what visitors already believe, not oversell the experience.

6. AI Is a Tool, Not a Replacement for Your Voice

Most tourism marketers are now using AI to save time, but there is strong discomfort around AI-generated visuals and content that feels inauthentic. In 2026 the best marketing will be human-led, and AI supported.

What this means for you:

• Use AI to support research, planning, and efficiency.
• Keep your voice human and place-specific.
• Audit content regularly to ensure it still feels genuine and trustworthy.

7. Year-Round Marketing Is Now Essential

Visitation patterns show that fall and early winter are no longer “off-season.” Climate shifts, flexible travel habits, and repeat visitation mean tourism is now operationally year-round.

What this means for you:

• Plan campaigns around micro-seasons, not just summer peaks.
• Promote shoulder-season experiences with confidence, not apology.
• Adapt offerings to weather variability rather than fixed seasonal assumptions.

Planning for 2026: From Insight to Action

The biggest shift for 2026 is not WHO is travelling, it’s HOW decisions are being made. Operators who succeed will be those who make it easy for visitors to:

1. Understand the experience
2. See the value
3. Trust what’s being promised
4. Book or commit without friction

In essence, marketing in 2026 isn’t about being everywhere. It’s about being clear, credible, and ready when intent shows up.

Ready to make the changes that will lead to success in 2026? Click the button below to log into OHTO's Member Portal, to watch the full webinar or to download the Insights Report.