A new study shows Ontario is gaining serious traction with European travellers.
More than half of surveyed leisure travellers from the UK, Germany, and France say they’re considering a trip to the province within the next two years.
Conducted by Context Research Group on behalf of Destination Ontario and Destination Toronto, the Europe Pulse Study found that 54% of respondents are likely to visit Ontario, with 50% specifically eyeing Toronto—numbers that position the province ahead of other long-haul destinations like Australia and Japan.
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“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,” said Vincenza Ronaldi, President & CEO of Destination Ontario.
“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."
Toronto’s global profile is expected to rise further with the city playing host to FIFA World Cup 2026 matches. One in three respondents expressed interest in travelling to the city specifically for the World Cup, with interest highest among UK travellers (41%).
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“The Europe Pulse Study confirms Toronto's appeal among European travellers as a safe, inclusive, and culturally rich destination—with the upcoming FIFA World Cup 2026 offering added motivation for some,” said Andrew Weir, President & CEO of Destination Toronto. “As part of our commitment to driving growth from diversified markets, we recently established new offices in the U.K. and Germany.”
The findings also point to a growing divergence between European perceptions of Canada versus the United States.
A full 87% said Canada is appealing enough to visit on its own—not just as part of a North American itinerary—and 62% said the current U.S. political climate makes them less likely to travel south of the border.
For Ontario officials, the data confirms what they’ve long known.
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“With the variety and breadth of premier experiences we have on offer in Ontario, it's no surprise that more and more international tourists are looking to our province for their next vacation,” said Stan Cho, Minister of Tourism, Culture and Gaming. “Ontario provides a safe, welcoming environment where you can explore world wonders, world-class hospitality and unmatched beauty.”
The Europe Pulse Study marks the first time Destination Ontario has explored four traveller types—Outdoor Explorers, Refined Globetrotters, Culture Seekers and City Trippers—and how shifting global sentiments affect travel choices.
With high awareness (92%) of Ontario across the three surveyed European countries and increasing desire for safe and inclusive destinations, the province appears well-positioned to capitalize on international travel demand.
Read the full study here: Europe Pulse Study
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