EU Traveller Pulse Survey Results
- williamschatten
- 2 days ago
- 3 min read
A deeper look into how UK, German, and French travellers perceive Canada and why Ontario stands out.
In our latest European Traveller Pulse Study, commissioned by Destination Ontario and completed in June 2025, we explored how recent global trends are shaping the way international visitors see Canada and more importantly, what this means for Ontario’s tourism potential.
The results are a powerful signal: Canada remains highly appealing, distinct from the US, and Ontario holds strong promise for capturing traveller attention in an increasingly competitive global market.
Strong Brand, Strong Intent
Travellers from the UK, Germany, and France hold positive and well-informed perceptions of Canada and Ontario specifically. Compared to major global destinations like Australia, Japan, and the US, Canada was rated more favourably in overall appeal. The most encouraging insight? A majority of respondents view Canada as a destination worth visiting on its own not just as a stopover during a broader North American tour.
Ontario’s identity as a vibrant, safe, and inclusive destination with natural beauty and cosmopolitan experiences is a clear differentiator. Even amid economic pressures, intent to travel remains moderately high.
Standing Apart from the US
European travellers see Canada as culturally and experientially distinct from the United States. Dissatisfaction with the American political climate, as well as trade-related tensions, has made Canada a more attractive alternative particularly among German and UK travellers.
Canada’s image as a politically neutral, values-aligned destination is resonating. In fact, many travellers explicitly expressed a preference to visit Canada instead of the US, reinforcing the importance of positioning Ontario as a stand-alone, emotionally engaging travel experience.
Traveller Segments
In this study CRG utilized Destination Canada’s 2024 Traveller Segmentation Program. Our research focused on four key segments:
Outdoor Explorers: Drawn to nature, self-discovery, and low-barrier adventure. They value Ontario’s environmental offerings and safety.
Refined Globetrotters: Looking for elegant, culturally rich, premium travel experiences. They see Ontario as luxurious yet approachable.
Culture Seekers: Politically conscious travellers who are eager for immersive, authentic cultural connections, many actively avoiding US travel.
City Trippers: Seeking vibrant urban experiences with efficient infrastructure and cultural offerings.
Market Highlights
United Kingdom: Ontario’s top-performing European market. High awareness, strong intent, and clear preference for Canada over the US. UK travellers also showed strong interest in Toronto’s 2026 FIFA World Cup role.
Germany: A high-potential, values-aligned audience. Travel confidence is high, and many Germans see Canada as a premium, enriching destination. Awareness of FIFA 2026 is stronger here too, offering campaign synergy.
France: More nuanced. Awareness is lower, and perceptions more mixed. However, Ontario still resonates with Culture Seekers and Refined Globetrotters. French travellers value authenticity, emotional storytelling, and curated cultural experiences. Price sensitivity remains a key barrier.
Strategic Takeaways for Ontario’s Tourism Sector
Emphasize Ontario’s distinctiveness from the US: culturally, politically, and experientially.
Lean into segment-specific messaging that taps into travellers’ values: nature, culture, sophistication, and inclusivity.
Boost awareness of major upcoming events like FIFA 2026 to spark interest and urgency.
Tailor marketing approach by market: authenticity and community in France; premium, structured experiences in Germany; and adventure meets inclusivity in the UK.
CRG’s Final Thought
Despite global uncertainty, the demand for meaningful, values-aligned travel is alive and well in Europe. Ontario is well-positioned to meet this moment and now is the time to act on it.
Read the summary report here: https://qrco.de/EU-Pulse-en
Lire le rapport de synthèse ici:
