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Brand Playbook
Brand Playbook
Access logo files through the Brand Canada Library
Logo files
Brand Canada Library
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Marketing Tips & Tricks
Marketing Tips & Tricks

Explorer Quotient

What is Explorer Quotient?

The Explorer Quotient Toolkit provides tourism businesses with valuable insights into why and how different people like to travel.

Explorer Quotient goes beyond traditional market research of defining people. It looks deeper at individuals’ personal beliefs, social values and views of the world to learn exactly why different types of travellers seek out entirely different travel experiences.


Explorer Quotient

How to Implement Explorer Quotient

The Explorer Quotient Toolkit guides users step-by-step through each of the six modules with a series of worksheets and practical examples.

Learn about Explorer Quotient and how to implement the program by developing a strategic plan with an Explorer Quotient authorized trainer or receiving consulting services from a Provincial Marketing Organization (PMO) or Destination Marketing Organization (DMO).

Explorer Quotient authorized trainers (EQATs) are licensed individuals with marketing or tourism experience who teach or coach Explorer Quotient methods. They can be found on this list.

Explorer Quotient authorized trainers


Explorer Quotient in Action

Share the experiences of some of Explorer Quotient's success stories and learn how they transformed a world of explorers into some of their best customers.

Travel Alberta
Cyclists riding in the mountains
Tourism New Brunswick
People admiring the hopewell rocks
Tourism Yukon
person holding up kayak paddle with in kayak on a lake
Travel Manitoba
people taking photos of polar bear in aquarium

Explorer Quotient Resources

Here are some tools to get you on your way to more fully understanding Explorer Quotient. This is just a taste of what is available. Many more resources are available if you choose to pursue Explorer Quotient and gain an advantage in the competitive global travel market.