Traveler Trends 2026: Insights for the Season Ahead
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, Peter Coish, Founder Kuration / Explorers’ Edge Strategist along with 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.
Date: Wednesday, February 4, 2026
Time: 10:00 a.m. – 11:30 a.m.
Location: Zoom Link
Cost: No cost
Who Should Attend
This session is ideal for:
- Tourism operators and business owners
- DMOs and municipal partners
- Marketing and communications professionals
- Industry stakeholders planning for the 2026 visitor season
Why It Matters
Tourism thrives on connection. In an increasingly diverse visitor landscape, delivering inclusive, anticipatory service helps create memorable and welcoming experiences for everyone — while building stronger community and business outcomes. At the same time, Explorers’ Edge is fielding an increasing volume of correspondence from regional business owners expressing trepidation about near-term travel demand, reinforcing the importance of proactive service excellence, clear communication, and confidence-building across the visitor journey.
Registration
Advance registration is required.
To reserve your spot CLICK HERE
About your speakers:
Alexander Mazanik – Founding Partner
Alexander has led hundreds of studies throughout his career, applying a wide range of research methodologies across diverse sectors. His work includes a strong focus on impact measurement and evaluation approaches. With over a decade of experience in the research sector, he brings deep practical knowledge and strategic insight to every project he undertakes.
William Schatten – Founding Partner CRG Inc
With over a decade of experience in the research sector, William has practical experience in a wide range of research methodologies, strategies, and sectors. Coming from a background of political polling, William brings a level of intensity and organizational planning required to successfully deliver on your projects.
