In partnership with the 13 RTOs, in 2012 the Ontario Tourism Marketing Partnership Corporation commissioned a major consumer segmentation survey across key central North American markets involving a sample of almost 70,000 travellers. Results have been aggregated to identify 12 unique consumer segments relative to the Ontario, Quebec, Manitoba and major central/eastern U.S. markets, based on their social and emotional needs, preferred travel experiences and media habits including use of technology.
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