Destination Canada Resources
Canada
International tourism marketing tools
grant_single_labels|summary
grant_single|eligibleFinancing
- grant_single|noCondition
grant_single|deadlines
- grant_single|openingDateNovember 14, 2019
grant_single|financingType
Expert Advice
grant_single|eligibleIndustries
- Information and cultural industries
- Accommodation and food services
grant_single|grantors
- Destination Canada
- Government of Canada
grant_single|status
grant_card_status|open
grant_single_labels|preview
Get valuable insights on Canadian branding, developing content and working with the media to promote your Canadian tourism products.
grant_single_labels|projects
grant_single|admissibleProjectsExample
$80,000
Vancouver
Creation of an interactive exhibit on Indigenous culture
$55,000
Charlottetown
Marketing campaign to attract international tourists to Charlottetown's culinary scene
$50,000
Ottawa
Promotion of local art and cultural events
$60,000
Banff
Development of a digital campaign to promote sustainable tourism
$40,000
Halifax
Enhancement of a historical walking tour
$70,000
Québec City
Establishment of a new marketing strategy for winter tourism
grant_single_labels|admissibility
The eligibility criteria for this grant require tourism businesses to have marketing or tourism experience and to be interested in understanding why and how different types of travelers seek out different travel experiences. To participate, businesses can develop a strategic plan with an Explorer Quotient authorized trainer or receive consulting services from a Provincial Marketing Organization (PMO) or Destination Marketing Organization (DMO). Authorized trainers must be licensed individuals with expertise in marketing or tourism.
grant_single_labels|criteria
- Explorer Quotient Toolkit provides insights into why and how different people like to travel
- Goes beyond traditional market research to understand individual beliefs, values, and views
- Implementation through strategic plan development with authorized trainers or consulting services from PMOs/DMOs
- Success stories of Travel Alberta, Tourism New Brunswick, Tourism Yukon, and Travel Manitoba
- Tools available for a better understanding and advantage in the global travel market
grant_single_labels|register
To apply for the Explorer Quotient grant, you need to follow these steps:
1. Download the Explorer Quotient Toolkit.
2. Study the Explorer Quotient Profiles.
3. Take the Explorer Quotient Quiz.
These steps will help you gain valuable insights into different travelers' preferences and behaviors.
grant_single_labels|otherInfo
- The Explorer Quotient Toolkit provides valuable insights into why and how different people like to travel.
- Explorer Quotient goes beyond traditional market research to understand individuals' personal beliefs, social values, and views of the world.
- Implementing Explorer Quotient involves a strategic plan with an authorized trainer or consulting services from a PMO or DMO.
- Explorer Quotient authorized trainers are licensed individuals with marketing or tourism experience.
- Explorer Quotient has success stories from destinations like Travel Alberta, Tourism New Brunswick, Tourism Yukon, and Travel Manitoba.
- Additional resources include the Explorer Quotient Toolkit, Profiles, and Quiz for a deeper understanding of traveler preferences.
- Explorer Quotient helps tourism businesses gain an advantage in the competitive global travel market.
Apply to this program
Grant Overview
The grant provides Canadian tourism businesses with resources and insights to better understand their clients through the Explorer Quotient (EQ) Toolkit, enhancing competitiveness in the global travel market. Note, the EQ program will be replaced by a new traveller segmentation program in 2024.
Detailed Explanation of the Grant
The Canadian tourism ecosystem is rich and diverse, attracting millions of visitors from around the globe. To navigate this vibrant and competitive landscape, it is crucial for tourism businesses to have a deep understanding of their potential customers' preferences, motivations, and desires. This is where the Explorer Quotient (EQ) Toolkit comes into play, providing invaluable insights that can redefine a business’s approach to targeting and engaging travelers.
The Explorer Quotient (EQ) is a unique analytical tool that goes beyond traditional market segmentation methods. While conventional approaches might categorize travelers based on demographics such as age, gender, or income, EQ delves deeper. It examines the underlying social values, personal beliefs, and worldviews that drive different travelers to seek out particular experiences. This granular understanding allows tourism businesses to tailor their offerings and marketing strategies more effectively, aligning them with the intrinsic motivations of their target audiences.
The EQ Toolkit serves as an extensive resource for tourism enterprises aiming to gain a competitive edge. By accessing EQ profiles, businesses can uncover detailed descriptions of various traveler types. These profiles are rich with information, outlining the characteristics, travel preferences, and media consumption habits of different segments. For instance, a traveler categorized under the “Cultural Explorer” segment may prioritize destinations that offer rich historical and cultural experiences, while someone from the “Authentic Experiencer” category might seek off-the-beaten-path adventures and immersive local experiences.
Moreover, the EQ Toolkit isn’t just about understanding what travelers want; it’s about comprehending why they want it. This deeper level of insight enables businesses to craft messages and experiences that resonate profoundly with their audience. For example, knowing that a particular segment values sustainability and eco-friendly practices can lead a tourism business to highlight its green initiatives, thus attracting more like-minded travelers.
In addition to traveler profiles, the EQ Toolkit offers various other resources to support tourism businesses. These include market research reports, how-to guides, and case studies showcasing successful implementation of EQ insights. These resources can be instrumental in helping businesses optimize their marketing strategies, product development, and customer engagement practices.
It’s worth noting that Destination Canada, the organization behind the EQ Toolkit, is continuously evolving its resources to stay ahead of market trends. Come 2024, there will be a transition to a new traveler segmentation program under the Canadian Tourism Data Collective. This forthcoming program promises to build upon the strengths of the EQ, offering even more sophisticated and actionable insights for the tourism industry.
For businesses looking to capitalize on the current EQ Toolkit before the transition, there are still ample resources available. Whether a company is looking to refine its existing customer targeting strategy or to explore untapped market segments, the EQ Toolkit provides a wealth of knowledge to draw from. Additionally, Destination Canada offers support in the form of downloadable brand assets, access to the Brand Canada Library with thousands of visual materials, and guidance on using the renowned Consumer and Corporate logos.
In conclusion, the Explorer Quotient (EQ) Toolkit is an essential instrument for any Canadian tourism business aiming to excel in the global market. By embracing the insights offered through EQ, companies can precisely tailor their offerings to meet the nuanced needs of different traveler types, thereby enhancing customer satisfaction and business performance. As the industry looks forward to the introduction of the new traveler segmentation program in 2024, the foundational knowledge gained from the EQ Toolkit will undoubtedly serve as a robust springboard for future success.
For those new to the EQ Toolkit or for businesses seeking to delve deeper, there is no better time to start exploring the vast array of resources and support offered by Destination Canada. By embracing a holistic understanding of what drives travelers, Canadian tourism businesses can ensure they remain at the forefront of a dynamic and evolving market. The journey towards better customer insights, more effective marketing, and greater competitive advantage begins with the Explorer Quotient Toolkit.
