In January, the Ontario’s Highlands Tourism Organization (OHTO) hosted a webinar to dive into the key tourism trends coming in 2025. The discussion shed light on shifting traveler behaviors, growing sustainability demands, and how businesses can adapt to stay ahead of the curve in a rapidly changing travel climate.

Tourism is evolving, and understanding what’s driving these changes is essential for destinations and businesses looking to thrive. The Coles Notes version? Visitors are seeking more meaningful experiences, businesses are navigating economic shifts, and technology is playing a bigger role than ever before.

From sustainability to digital transformation, here’s what to expect in the coming year and how businesses can navigate these changes to strengthen the visitor economy.

Who’s Traveling and What They Want

Ontario’s Highlands continues to attract visitors primarily from Ottawa, Toronto, Kingston, and surrounding areas, and the motivations behind their trips are becoming clearer. People are traveling not just for leisure but also to reconnect with friends, family, and nature. 

Tourism data indicates there is a noticeable shift in spending patterns. Between January and September 2024, visitor spending hit $399 million, a 12 per cent increase over the previous year. Major spending drivers include the food and beverage sector, while retail is growing rapidly as travelers look for unique, locally made products. Business travel is also making a comeback, with a more than 120 per cent increase, signaling new opportunities for tourism businesses.

Interestingly, another key trend is that of shorter and more frequent trips. Same-day visits have increased significantly, and while weekend getaways are still popular, there’s also growth in longer, more immersive stays.

How Businesses Can Stay Ahead

With these insights, businesses in the tourism sector have a golden opportunity to align their offerings with what travelers are looking for. For instance, culinary and agritourism experiences are in high demand. Travelers want to connect with local flavors, whether through farm-to-table dining or food tours. Similarly, retail tourism is emerging as a powerful draw, with visitors eager to bring home a piece of their travel experience.

To attract the right audiences, businesses should focus on young adults, solo travelers, and families. These groups are actively seeking short, adventure-filled trips that are easy to plan and memorable. Tailored packages, such as themed weekend getaways, can be a great way to meet this demand.

Outdoor and nature-based tourism remains a key strength for the region, and investing in these experiences—such as guided hikes, paddling excursions, and eco-tourism initiatives—will keep visitors coming back. Additionally, cultural and sports events are proving to be strong tourism drivers, meaning businesses should explore ways to tie into local events, whether through partnerships or special promotions.

Collaboration will also be key. By strengthening partnerships with both domestic and international travel organizations, businesses can tap into new markets and expand their reach.

Sustainability: From Buzzword to Baseline

Sustainable tourism is no longer a niche market, it’s an expectation. Travelers are making the shift towards informed travel with a focus on regenerative tourism destinations and sustainability.

At the same time, the post-pandemic travel boom, or "revenge travel," is winding down. Instead, travelers are becoming more intentional about where they go and how they spend their time and money. Rising travel costs and environmental concerns play a big role in both these shifts.

People are now seeking slower, more immersive travel experiences, seeking out unique, high quality experiences, spending more time in one place, supporting local businesses, and prioritizing sustainability. All these align with the growing push for regenerative tourism, moving away from mass tourism in favor of more responsible, eco-friendly travel models.

Technology’s Expanding Role in Tourism

The way travelers discover and plan their trips is changing, and businesses need to adapt. Social media continues to be a driving force, with short-form videos leading the way. Platforms like Instagram Reels and YouTube Shorts are proving to be incredibly effective for engaging audiences. TikTok’s uncertain future has prompted marketers to explore alternative platforms, making adaptability more important than ever.

User-generated content is now more influential than traditional influencer marketing. 

The need for UGC and authentic storytelling is not news to OHTO, who has been an early adapter of both, with great success. 

With the rise of ChatGPT and other forms of artificial intelligence, it's become clear that AI is becoming a game-changer in the industry. Many businesses are already using AI for content creation, data analysis, and campaign planning, improving efficiency and customer engagement. 

However, with AI adoption comes the challenge of ensuring ethical use and maintaining human oversight. There is a clear need for more AI literacy and training, as many in the workforce still feel unfamiliar with these technologies.

Overcoming Industry Challenges

While the tourism industry is showing strong signs of recovery, businesses still face challenges. Labor shortages remain a concern, particularly in rural areas where transportation and housing shortages make it difficult to attract workers. At the same time, millennials have become the largest segment of the Canadian workforce, bringing different expectations regarding work-life balance and job flexibility. Businesses that offer skill development and career growth opportunities will have a competitive edge in attracting and retaining talent.

Climate change is another pressing issue, as extreme weather events, water pollution, and shorter operational seasons are affecting visitor numbers and revenue. Sustainable business practices are no longer just a trend—they’re becoming a necessity. Businesses that invest in climate-conscious operations, risk management strategies, and community partnerships will be better positioned to navigate these challenges.

Looking Ahead: The Future of Tourism in Ontario’s Highlands

The insights shared in OHTO’s January webinar make one thing clear: tourism is changing, and businesses that adapt to these shifts will thrive. Sustainability, experiential travel, and digital innovation will shape the industry’s future.

To stay ahead, tourism operators in Ontario's Highlands can focus on:

  • Offering authentic, locally-driven experiences that align with evolving traveler preferences
  • Embracing digital trends to enhance marketing and engagement
  • Investing in sustainability initiatives to meet the growing demand for responsible travel
  • Strengthening partnerships to expand their reach and impact

Ontario’s Highlands is well-positioned to capitalize on these trends, and the key to long-term success will be continuing to listen, adapt, and innovate.

To read the full Tourism Insights Report for 2025, create your profile or log into the Member Portal here. From there, click on "Learner" in the apps on the top lefthand side of the page, then scroll down to find the Tourism Insights Report to download. Once logged in you can also click here to direct straight to the Learner app.

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