Ontario – Canada’s most populated province and home to both Toronto and national capital Ottawa – has emerged as a top destination for European travellers, new research shows.
According to a new Europe Pulse Study conducted by Context Research Group (CRG) on behalf of Destination Ontario and Destination Toronto, more than half of leisure travellers from the UK, Germany and France are considering a trip to Ontario in the next two years, with Canada seen as culturally and experientially distinct from the US.
This marks Destination Ontario’s first research project that examines new travel segments, including Outdoor Explorers, Refined Globetrotters, Culture Seekers and City Trippers. The research explores how global events are shaping traveller perceptions, how Canada is viewed as distinct from the United States and where Ontario can tailor its international marketing to align with shifting consumer sentiment.
Within the broader appeal of Ontario, Toronto is in the spotlight as it prepares to be a host city for the FIFA World Cup 2026 (which will be co-hosted by the USA, Canada and Mexico). Half of surveyed European travellers are considering a trip to Toronto within the next two years. Among those likely to visit Toronto, Canada is overwhelmingly seen as a safe, inclusive and an exciting destination with much to offer. Nearly one-third expressed specific interest in visiting Toronto for the World Cup.
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.”
Top findings from the study:
- 54% of travellers from the UK, Germany and France are likely to consider a leisure trip to Ontario in the next two years with 50% considering Toronto
- Awareness of Ontario is solid, with 92% of travellers from the UK, Germany and France aware of the province
- Canada stands apart: 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.
- Ontario and Toronto outperform leading long-haul destinations like Australia and Japan
- 32% express interest in visiting Toronto for the FIFA World Cup, with UK respondents being the most likely (41%)
