Event Details
Join Explorers’ Edge for an engaging webinar exploring the latest travel trends shaping the 2026 season. The session will feature Context Research Group presenting key data and research on U.S. and Ontario travelers, including shifts in motivations, interests, barriers, and destination choices.
Following the presentation, the conversation will continue with Explorers’ Edge CEO James Murphy and Strategist Peter Coish, providing practical insights and implications for tourism operators and partners as they plan for spring and summer 2026.
This webinar is designed for tourism businesses, operators, and destination partners, offering actionable takeaways to better understand evolving traveler behaviors and plan effectively for the season ahead.
What We’ll Cover
Key trends among U.S. travellers
- How motivations, interests, barriers, and destination preferences are evolving—and what that means for our region.
Key trends among Ontario travellers
- Changes in trip-planning behaviour, travel needs, and the balance between day trips and overnight stays.
What this means for the season ahead
- Actionable insights and practical implications to support spring and summer planning with partners and operators.
Important context: The information presented by Context Research Group is grounded in verified data and empirical evidence. The data is factual and presented as such; it is not speculative, nor is it an interpretation or opinion.
Following the presentation, CEO James Murphy will lead a facilitated dialogue focused on what this data means in practice for tourism operators, municipalities, and regional partners. This discussion is critical, as Explorers’ Edge is actively developing contingency and pivot strategies for fiscal years 2026–2027 in response to rapidly shifting global and economic conditions. The insights gathered will directly inform decision-making, planning priorities, and how the region adapts in real time to what is unfolding on the world stage.
