Visitor characteristics

  • Canadian visitors tend to be older than the average visitor to the UK: 29% of Canadian visitors were aged 55+ in 2016, compared to the all market average of 19%
  • Almost half of the Canadian visitors come from Ontario
  • 6 out of 10 Canadian holiday visitors are making a repeat visit
  • Visits to friends and/or relatives lead in terms of volume of visits from the Canadian market

Popular activities

Sightseeing of Famous Buildings/ Monuments

Visited a Pub

Went Shopping

Global context

International tourism expenditure (US$bn)31.8
Global rank for international tourism expenditure7
Number of outbound visits (m)36.6
Most visited destinationUSA
Most visited destination in Western EuropeFrance

Key demographic and economic data

Population (m)37.1
GDP per capita PPP (US$)43,452
Annual average GDP growth over past decade (%)1.8
Annual average GDP growth in 2018 (%)2.1

Inbound visits to Britain

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Total nights spent
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Seasonality (Share of visits)

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Visits % total Visits % total

Regional spread (Share of visits)

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Visits % total Nights % total Visits % total Nights % total

Journey purpose (Share of visits)

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What Canadians think about Britain

  • Canadians ranked Britain 6th overall among 50 nations

  • Canadians rate Britain highly for contemporary culture, historic buildings & monuments, and vibrant city life but less for natural beauty

  • Cultural attractions motivated many Canadian visitors to choose Great Britain for their holiday destination

  • A trip to Britain would be expected to be ‘educational’, ‘fascinating’ and/or ‘exciting’ by many Canadians

Caring for visitors

  • Britain is a home away from home for many Canadian visitors, sharing a common language, culture, tradition and heritage
  • Canada is a culturally diverse country, over 20% of the total Canadian population is foreign-born
  • Canadians do not like to be referred to as American or even North American
  • As many Canadians arrive in Britain on overnight flights, the possibility of early check-in at their accommodation is appreciated

The leisure & travel trade

  • The trade structure in Canada somewhat mirrors that of Britain
  • Toronto is a key location for doing business with the travel trade
  • Brochure production time is mainly September/October
  • Independent, customisable packages were cited as the highest growth area among tour operators

Access to Britain from Canada

Weekly aircraft departures147
Weekly seat capacity41,797
Airports with direct routes in Canada9
Airports with direct routes in Britain6
  • Most Canadian visitors travel to the UK by air (91%), another 6% arrive through the Channel Tunnel
  • Airline seat capacity to the UK is highly seasonal with roughly twice as many seats in the height of summer as in mid-winter
  • In 2017, airline seat capacity from Canada to the UK increased by 4% compared to the previous year
  • London Heathrow and London Gatwick had 91% of market share in terms of seat capacity from Canada to the UK, in 2017