VisitorView
Comprehensive tourism intelligence
VisitorView empowers marketers and insights analysts with the most comprehensive, accurate, and actionable tourism intelligence available today.
As Canada’s tourism landscape evolves, VisitorView’s powerful new model delivers deeper insights into visitor behaviour to over 4,000 Canadian destinations. These data tell the tourism industry crucial information about their visitors: where they are coming from – domestic, US or international; what the peak travel months are in a region; the areas that experience the highest visitor activity; and the duration of the average visitor’s stay.
All this data can then be paired with PRIZM® and EA’s suite of data, to achieve an even better understanding of a visitor’s demographics, behaviours and values. Marketers and analysts use VisitorView to answer questions like:
- Which neighbourhoods have the highest propensity for travel to my destination?
- Where are most travellers coming from?
- What infrastructure improvements are needed to accommodate visitors?
- What are the top traveller segments visiting a destination?
- Which regions are experiencing the highest influx of overnight visitors?
- How many nights do visitors typically spend in these regions?
VisitorView also features refined tourism filters to reduce noise from non-tourism movement and redefined trip length thresholds to better identify tourist activity. VisitorView Tourism Suite allows for more precise and flexible analysis with expanded geographic detail for destinations - Census Subdivisions (CSD), Census Metropolitan Areas (CMA), and Census Divisions (CD).
Enhanced destination accuracy
Advanced cellular network data detects overnight stays with greater precision
Seasonal intelligence
Comparable data
Looking for new visitors to your tourism region?
We can help.
Understand Where Canadians Travel Within Canada
Domestic Visitors
- Gain insights into the travel patterns and preferences of Canadian overnight travellers
- Updated visitor definition now includes travellers venturing 40+km from home, aligning with industry standards of overnight travellers
Number of visitors
Duration of trips (Nights)
Number of trips
Trips per visitor
Origin (Common Evening Location)
Change over time
Know Where Your American Visitors are Travelling From
U.S. Visitors
- Identify American neighbourhoods with a high likelihood of visiting Canada, supporting target marketing and planning efforts
- Improved origin estimation using two years of Visitor Travel Survey data (VTS), resulting in superior trip matching, and integration of vehicle border entry data
Know Where Your International Visitors Are Travelling From
International Visitors
- Understand and attract global travellers through detailed international trip data
- Destination estimates are now controlled at the province of entry level for upgraded regional-level projections
Uncover the most visited dissemination areas (DAs) in your area and the locations of interest
(subject to license).
Discover Locations of Interest
Understand what attractions travelers visit during their stay. Locations of Interest provides valuable insight into the daytime activities of overnight visitors. Users can analyze key tourist attractions and compare current trends to historical travel behaviour.
Location of Interest data are designed for tourism organizations, municipalities, event venues, retail centers and other sectors invested in Canadian tourism. These data are available for domestic, U.S. and international visitors to Canada.
Estimates of overnight visitors during daytime hours are generated at the Dissemination Area (DA)-level. Locations of Interest uses privacy-compliant, anonymized mobile location data, enriched with advanced analytics.
Marketers and analysts use this data to answer questions like:
- Which attractions are most popular among overnight visitors in our region, and are they experiencing overcrowding?
- How do visitor preferences vary seasonally or by origin, and how can we encourage dispersion to under-visited areas?
- Which attractions in our jurisdiction draw the most visits and require improved infrastructure or services?
- Which areas consistently draw large numbers of visitors and could influence event attendance or property value?
Compare how visits are trending to your top DAs over time (subject to license).
Explore Power BI Dashboards
Experience VisitorView like never before with our interactive Power BI dashboards.
These updates are designed to provide more accurate, detailed, and actionable insights, helping you make informed decisions and drive success in your tourism initiatives.
Combine data from the United States, international, and domestic markets for a complete view of overnight tourism activity.
Visualize trends and compare time periods, destinations, and visitors with ease.
Analyze full PRIZM® profiles for all time periods (subject to license).
View top-line destination metrics, including top origins.
Insights to Attract More Visitors to Your Tourism Region
Marketers and analysts use VisitorView to:
- Differentiate seasonal strategies based on insights
- Identify the best regions and neighbourhoods to prospect for new visitors
- Measure the effectiveness of marketing strategies on visitors to specific destinations
- Identify the types of travellers staying in a particular region overnight or seasonally
- Tailor the organizations' attractions and incentives according to the travel patterns of visitors, factoring in the type of travel and duration of their stay
- Better understand market share of tourism organizations in the region
Find more information about the VisitorView database including metadata and release notes on our community website.
In this webinar, our tourism data experts explore the new VisitorView tourism data suite in action—sharing real-life use cases and insights to help you understand and engage with overnight visitors across Canada.
Dive into the latest consumer trends for the region and discover how data collection plays a vital role in shaping smart, informed decisions in the tourism industry and within the region. Originally presented on November 5, 2025 at the 2025 SEe ON Tourism Summit.
Denise Yang from Tourism Richmond (TR) presents at the Environics Analytics 2024 User Conference, showcasing a real-world case study where TR successfully bridged the gap between research and results.
Ready to learn more about VisitorView?
More Data to Choose From
Enhance your data with our privacy-compliant, authoritative databases. Choose from over 60 databases including financial, demographic, segmentation, mobile movement and behavioural data.
Demographic Data
Reach your best customers, track neighbourhood growth patterns and forecast trends with demographic data. We offer five proprietary, privacy-compliant databases.
Segmentation Data
Create more effective marketing strategies with a comprehensive picture of your customers according to their shared demographic, lifestyle and behavioural traits.
Mobile Movement Data
MobileScapes helps you to identify who is visiting your locations. Understand where your customers live, work and how often they visit.