The world of travel is evolving, and the Ontario’s Highlands’ region – its tourism operators and partners – is uniquely positioned to capitalize on emerging trends. 

The 2025 Ontario Annual Insights Report, developed under the Joint RTO Multi-Year Research Program, delivers valuable insights based on real data from Destination Canada and PRIZM Segmentation. 

For operators in Ontario’s Highlands, these findings highlight six strategic moves you can make to align your offerings with traveller expectations to attract more visitors and stand out in a competitive landscape.

#1: Pair Nature and Culture

Takeaway: Promoting nature and cultural experiences together will attract more visitors.

Today’s travellers are choosing destinations that offer both outdoor experiences and opportunities for meaningful connection with local communities – experiences like hiking a forest trail in the morning and visiting a local artisan or market or cultural site in the afternoon.

Thankfully, with the wealth of natural experiences on offer, along with a wide diversity in cultural attractions in neighbouring small towns and rural communities, Ontario’s Highlands is perfectly suited to deliver this balance. The data has shown that operators can prosper by packaging nature and culture together to create unforgettable experiences.

What You Can Do:

  • Craft and promote packages or itinerary that combine your offering with your local conservation area or trail network.
  • Highlight the artisan markets, museums or Indigenous cultural experiences that are in your community and expand your offering through partnerships with these experiences. 

#2: Make Your Business Shine Online

Takeaway: Maintaining an active online presence is critical to sales and conversions.

In our digital world, travelers are planning their trips almost entirely online, often turning to Google and TripAdvisor before making a single phone call. If your business isn’t easy to find and navigate digitally, especially on mobile devices, you risk being overlooked entirely. A strong digital presence is no longer optional; it’s essential for visibility and conversion.

What You Can Do:

  • Update and optimize your listings on Chamber of Commerce, Business Improvement Area, and tourism organization’s websites.
  • Claim your listing on OHTO’s Member Portal, (powered by Whereabouts), and add photos and descriptions to enhance your online presence – and OHTO can amplify your visibility online.
  • Claim, update and optimize your listings on travel review sites like Trip Advisor, and ensure your Google Business Profile is complete and mobile-friendly.
  • Post regularly on social media and encourage honest reviews of your experience. Remember that visibility = bookings.

#3: Capture Budget-Conscious, High-Value Travellers

Takeaway: Creative packaging, budget-conscious pricing and discounts add more appeal to your offering.

While some visitors are happy to splurge on $2,000+ getaways, they’re looking for value without sacrificing experience, and they appreciate flexible, creative options that stretch their dollar. The key is to offer packages and promotions that appeal to this high-value traveller.

What You Can Do:

  • Offer tiered pricing or bundled packages like “Stay Two Nights, Paddle for Free.”
  • Promote shoulder season discounts and loyalty program perks (ie., Aeroplan). 

#4: Feed the Culinary Curiosity

Takeaway: Food and drink experiences are a big part of the draw of a region.

No matter your budget, dining is a necessity of any travel experience – everyone needs to eat and drink during their stay. Encouragingly, visitors are increasingly spending more on food, especially when it reflects the local culture or offers something unexpected. Whether it's farm-to-table fare, international cuisine, or a cozy café with a story, food can be a powerful reason to choose one destination over another.

What You Can Do:

  • Highlight interesting parts of your experience, like local ingredients, unique menu items, or partnerships with nearby food producers and artisans.
  • Join taste trails in your region to partner with other experiences to elevate the region as a food and drink destination. 

#5: Let Your Visual Storytelling Do the Talking

Takeaway: Visitors want to see what their trip could look like – BEFORE they arrive.

Travel inspiration now lives on Instagram, YouTube, and TikTok. Before they book, visitors want to see what their trip could look like — from scenic lookouts to cozy cabins to delicious meals. High-quality visual content builds emotional connection and drives action far more effectively than text alone.

What You Can Do:

  • Focus on creating and sharing short videos and reels that showcase your unique scenery, guests in action, or behind-the-scenes moments. Pin these to your social profiles so they are easy to find for the visitor.
  • Repost user-generated content to amplify your reach.

Bottom Line

Are you ready to capitalize on trends to grow your business offerings and marketing efforts? Let the data lead the way. The 2025 Ontario Annual Insights Report isn’t just research, it’s a roadmap to decision making for stronger results. 

Here’s how you can use data to guide your strategy:

Access the Insights: Log in to OHTO’s Member Portal and download the full 2025 Ontario Annual Insights Report (available in the Learner app). Use it to understand key trends and what they mean for your business.

Optimize Your Profile: While you’re in the Portal, claim or update your business listing. Make sure your description reflects your current offerings, and upload fresh, high-quality photos that show your experience at its best.

This is your moment to take action. Use the insights, sharpen your strategy, and make 2025 a year of growth.

Marketing
Skills Development