Europeans are avoiding the U.S. and increasingly looking at trips to Canada, Ontario and Toronto, a new study says.
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 United Kingdom, Germany and France are considering a trip to Ontario in the next two years. Although some people might think Canada and the U.S. are much the same, the study said Europeans feel Canada is culturally and experientially distinct from the States.
The study found that half of the European travellers who were surveyed 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 exciting destination with much to offer. Nearly one-third expressed specific interest in visiting Toronto for the World Cup, which will be held in Toronto and other cities next summer.
The 1,000 Islands region of Ontario from overhead. JIM BYERS PHOTO
Detailed Findings
- 54% of travellers from the U.K., 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 U.K., 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, while 62% agree that the current political climate in the U.S. makes them less likely to want to travel to the States.
- 32% express interest in visiting Toronto for the FIFA World Cup, with U.K. respondents being the most likely (41%).
- In the next two years, nearly two in three (64%) are likely to take a leisure trip to Canada, with 54% considering Ontario and 50% Toronto.
- UK travellers are more likely to know of Ontario (67%), while French travellers are the least likely (44%) and show stronger familiarity with Quebec.
The study found that Canada was rated as an excellent travel destination by 54% of European travellers. Japan was next with a 41% excellent rating, followed by Australia at 39%. The U.S. was named an excellent destination by 28% of those surveyed. Canada’s approval rating was almost double that figure.
“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, Destination Ontario.
Last month, a study from the World Travel & Tourism Council (WTTC) that analyzed the economic impact of tourism in 184 countries revealed the U.S. was the only country forecast to see international visitor spending decline in 2025.
The WTTC projects the U.S. to be on track to lose $12.5 billion USD in international visitor spending this year compared to last year. In its latest client note, Tourism Economics blamed “sentiment headwinds” for its projections of significant declines in visitation from Canada (-20.2%) and Western Europe (-4.9%) in 2025.
WESTJET EXPANDED SUN OPTIONS
Taking the plunge at Rick’s Cafe in Negril, Jamaica. Jim Byers Photo
As reported by my friends at OpenJaw, WestJet has announced a bevy of new flights to sun destinations for the coming (sorry to mention it) winter.
Five new international destinations are making their debut in the network: Panama City, Panama; Guadalajara and Tepic (Nayarit), Mexico; Managua, Nicaragua; and Havana, Cuba.
New routes include:
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From Calgary: Panama City, Guadalajara, Tepic, Cozumel and Puerto Plata (Dominican Republic)
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From Montréal: Managua and Samaná (Dominican Republic)
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From Toronto: Havana, Cuba
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From Vancouver: Liberia, Costa Rica
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From Québec City: Montego Bay, Jamaica
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From Thunder Bay: Punta Cana (Dominican Republic)
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From Winnipeg: Liberia, Costa Rica
Popular hotspots including Costa Rica, the Dominican Republic, and Mexico will see added frequency and more seat availability, with Mexico continuing to anchor WestJet’s international growth.
The carrier is also doubling its service between Calgary and Tokyo, increasing from three to seven weekly flights and marking an 18% year-over-year jump in intercontinental capacity.
MORE SUNWING VACATIONS WINTER TRAVEL OPTIONS, TOO
Playa Rincon is a magical beach in the Samana region of the Dominican Republic. JIM BYERS PHOTO
Sunwing Vacations has announced the launch of its 2025-2026 winter schedule, marking the first full winter season with travel on board WestJet aircraft.
The program features direct flights from more than 20 airports across Canada to more than 25 sun destinations, including the recently added paradises of Nicaragua and Samana. Plus, new routes from major Canadian cities like Toronto, Thunder Bay, Montreal and Quebec City to the south, coupled with Sunwing’s vast variety of vacation packages for all travellers from families to couples, solos, multi-generational groups and destination wedding groups, offer Canadians more access to new vacation experiences, expanded resort options and more added value through WestJet’s onboard experience.
In addition to the new destinations of Managua (Nicaragua) from Montreal, and Samana (Dominican Republic) from both Toronto and Montreal, Sunwing’s winter schedule now includes expanded route options to Montego Bay and San Andrés (Colombia) from Québec City, and Punta Cana from Thunder Bay. Travellers can also continue to enjoy the ever-popular destinations such as Montego Bay, Varadero, Freeport, Punta Cana, Panama, Liberia and more from their regional communities.
SONOMA WINE TURNS 200 YEARS OLD
Sonoma County, California. Pixabay Photo
Happy 200th anniversary to the Sonoma, California wine industry.
The first wine grapes were planted in 1824 at the Sonoma Mission (Mission San Francisco Solano) to make sacramental wine. This year marks the 200th year since the first harvest by the first vintners in California.
The original vineyard still produces wine and is just a few blocks from the Mission and the famous (and lovely) Sonoma Square. The Sonoma Vintners and Growers Alliance will celebrate Aug. 27 with a huge community “toast” on Sonoma’s historic town square.
