Visitor characteristics

  • Canadian visitors tend to be older than the average visitor to the UK: a third of Canadian visitors were aged 55+ in 2016
  • Almost half of the Canadian visitors come from Ontario
  • The majority of visitors from Canada are making a repeat trip to Britain
  • 76% of visiting Canadians say they are ‘extremely likely’ to recommend Britain for a holiday or short-break


Popular activities

Sightseeing of Famous Buildings/ Monuments

Visited a Pub

Went Shopping

Global context

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

Population (m)36.2
GDP per capita PPP (US$)42,191
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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Regional spread (Share of visits)

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Journey purpose (Share of visits)

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What Canadians think about Britain

  • Canadians generally have an upbeat opinion about Britain and are more likely than others to expect a warm welcome
  • While rating Britain’s natural beauty more favourably than many others, Canadians do not rate Britain highly on this attribute
  • A trip to Britain would best be described as ‘educational’ or ‘fascinating’ in perception of potential Canadian visitors
  • Uppermost on the wish-list for Canadians when thinking about a holiday is somewhere that will offer ‘fun and laughter’, ‘good value for money’ and the possibility to ‘enjoy the beauty of the landscape’
  • Britain is consistently being outperformed by Italy and Australia as being seen as the ‘best place’ for getting the things that are most desired from a holiday experience
  • Canadians perceive that a week long holiday in both France and Italy would be more expensive than a week in Britain

Caring for visitors

  • Canada is culturally diverse, but for many Britain is a ‘home away from home’
  • Canadians do not appreciate being thought of as American
  • Early check-in would be appreciated by visitors from Canada, many of whom arrive on overnight flights

The leisure & travel trade

  • The trade structure in Canada somewhat mirrors that of Britain
  • Planning and buying generally takes place in September with brochures launched by November
  • Toronto is a key location for doing business with the travel trade

Access to Britain from Canada

Weekly aircraft departures131
Weekly seat capacity35,420
Airports with direct routes in Canada8
Airports with direct routes in Britain6
  • While most visitors from Canada travel by air, around 50,000 per annum combine a visit to Britain with European destinations by means of Eurostar
  • Airline seat capacity to Britain is highly seasonal with roughly twice as many seats in the height of summer as in mid-winter
  • Seven times more seats out of Canada are destined for London Heathrow than any other airport in Britain
  • Departing visitors from Canada who are travelling home by air are charged £73 in Air Passenger Duty if travelling in economy class