Canada

Canada

Visitor characteristics

  • A third 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 and holiday visits continue to 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

Measure2016
International tourism expenditure (US$bn)29.1
Global rank for international tourism expenditure6
Number of outbound visits (m)34.1
Most visited destinationUSA
Most visited destination in Western EuropeFrance

Key demographic and economic data

Measure2016
Population (m)36.2
GDP per capita PPP (US$)42,219
Annual average GDP growth over past decade (%)1.5
Annual average GDP growth in the past year (%)1.5

Inbound visits to Britain

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Seasonality (Share of visits)

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Visits % total Visits % total
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Regional spread (Share of visits)

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Journey purpose (Share of visits)

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What Canadians think about Britain

  • Canadians have a very upbeat perception of Britain as they ranked Britain 4th overall among 50 nations

  • Canadians rate Britain highly for contemporary culture and historic buildings & monuments but less for scenic 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

Measure2016
Weekly aircraft departures147
Weekly seat capacity40,195
Airports with direct routes in Canada9
Airports with direct routes in Britain6
  • Most Canadian visitors depart Britain by air (91%), another 6% leave through the Channel Tunnel
  • Airline seat capacity to Britain is highly seasonal with roughly twice as many seats in the height of summer as in mid-winter
  • Airline seat capacity from Canada to the UK increased to more than 40,000 seats on average per week in 2016
  • London Heathrow and London Gatwick had 91% of market share in terms of seat capacity from Canada to the UK in 2016