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Brand Playbook
Brand Playbook
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Brand Canada Library
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Marketing Tips & Tricks
Marketing Tips & Tricks

Explorer Quotient

What is Explorer Quotient?

The Explorer Quotient Toolkit provides tourism businesses with valuable insights into why and how different people like to travel.

Explorer Quotient goes beyond traditional market research of defining people. It looks deeper at individuals’ personal beliefs, social values and views of the world to learn exactly why different types of travellers seek out entirely different travel experiences.

Note, Destination Canada will be launching a new traveller segmentation program that will replace Explorer Quotient in 2024. For more details about the program please visit the Canadian Tourism Data Collective.


Explorer Quotient

Explorer Quotient Resources

Here are some tools to get you on your way to more fully understanding Explorer Quotient. This is just a taste of what is available. Many more resources are available if you choose to pursue Explorer Quotient and gain an advantage in the competitive global travel market.