Destination Ontario’s latest Ontario Travel & Tourism Monthly (OTTM) – March 2026 report points to a stable tourism outlook for the province, with strong domestic travel intent, growing summer demand, and increasing use of AI in trip planning.

Summer Demand Continues to Lead

Summer remains the peak season for travel to Ontario, with July and August leading planned visitation across key markets. Interest in September and October travel is also growing, creating additional shoulder-season opportunities for operators. Mid-term travel planning has increased, while long-term planning has softened.

Domestic Travel Remains Strong

Ontario residents continue to be the strongest source of travel intent, reinforcing the importance of domestic tourism to the province’s visitor economy.

AI Influencing Travel Decisions

The report notes growing use of AI tools in trip planning, with ChatGPT identified as the most widely used platform for travel research. Travellers are increasingly using AI to discover destinations, research attractions, and gather travel advice.

Cost Remains a Key Barrier

Affordability continues to be the leading barrier to travel to Ontario, with transportation costs such as fuel and airfare becoming a growing concern, particularly among Canadian travellers.

FIFA 2026 Creating Opportunity

Awareness that Toronto will host matches during the FIFA World Cup 2026 continues to rise. U.S. fly markets appear the most motivated to visit, presenting an opportunity for inbound tourism growth.

What This Means for Industry

Ontario’s tourism sector enters the 2026 season with cautious optimism. Strong domestic demand, growing shoulder-season interest, and major events such as FIFA 2026 create opportunity, while affordability pressures and changing consumer behaviour remain key considerations for operators.