Visiting friends and relatives (VFR) is a major motivation for a significant number of domestic visits to Canada’s urban destinations. This paper uses existing literature and data to suggest that VFR is understated and undervalued by the tourism sector and operationalizes a new definition that incorporates trip purpose and accommodation use to reexamine the impact this form of tourism has on Canadian cities. Opportunities for growth of this segment are presented based on the results, recommending that VFR be viewed as a untapped market rather than a low value segment that cannot be influenced.