More than half (54%) of leisure travellers from the UK, Germany and France are considering a trip to Ontario in the next two years.
The Europe Pulse Study conducted by Context Research Group (CRG) on behalf of Destination Ontario and Destination Toronto also shows that Canada is seen as culturally and experientially distinct from the USA.
The study was the first time Destination Ontario’s research examined specific travel segments, which including Outdoor Explorers, Refined Globetrotters, Culture Seekers and City Trippers.
The research explores how global events are shaping traveller perceptions and where Ontario can tailor its international marketing to align with shifting consumer sentiment.
Toronto is hoping to cash in as one of the multi-city hosts for the FIFA World Cup 2026, and one-third of those surveyed expressed specific interest in visiting Toronto for the tournament – with U.K. respondents being the most likely (41%).
In other findings:
- Canada is overwhelmingly seen as a safe, inclusive and an exciting destination
- Aawareness of Ontario is solid, with 92% of travellers from the U.K., Germany and France aware of the province
- 87% say Canada is appealing enough to visit on its own and not just as part of a North American trip
- and 62% agree that the current political climate in the U.S. makes them less likely to want to travel to the U.S.
Vincenza Ronaldi, President & CEO, Destination Ontario said: “European travellers are telling us that Ontario is more than a destination – it reflects the shared values of safety, inclusivity and authenticity that resonate deeply with today’s global travellers.
“This first-of-its-kind study gives us valuable insight into how Ontario is perceived internationally and strengthens our ability to connect with the people most inspired to visit.”
Toronto’s visitor economy is a vital economic engine for the city, generating nearly $9 billion in visitor spending in 2024.
destinationontario.com
