UK Canadian Tourists – Market Research
At a glance
- 944,000 visits from Canada to the UK in 2024 generated £890.9 million in total expenditure, averaging £943 per visit.
- 31% of Canadian visitors were aged 55 or over, significantly higher than the all-market average of 23%.
- 42% visited friends and relatives; 38% came for holiday. Holiday visits accounted for 45% of total spend versus 33% for VFR.
- 65% of nights were spent outside London, compared to 60% across all markets, showing strong regional distribution.
- Six in ten Canadian holiday visitors were repeat visitors; Canadians rank the UK fourth globally for historic buildings and contemporary culture.
What the report covers
VisitBritain's research brief presents inbound tourism data for Canadian visitors to the UK, drawing primarily from the International Passenger Survey (IPS) conducted by the Office for National Statistics. The report covers visitor volume, expenditure, demographic characteristics, trip purpose, regional patterns, perceptions of Britain, and connectivity between Canada and UK airports. Data spans 2024 observations and 2025 capacity metrics, with 2024 IPS figures flagged as 'official statistics in development' subject to future methodological refinement.
Key findings
The UK received 944,000 visits from Canada in 2024, generating £890.9 million in visitor spend, according to the report. Average expenditure per visit was £943. In global context, Canadians undertook 30.0 million outbound visits in 2025 with US$41.16 billion in total international tourism expenditure, ranking Canada eighth globally by spend.
Canadian visitors skew significantly older than average: 31% were aged 55 or over in 2024 compared with the all-market average of 23%, the report finds. This demographic profile shapes accommodation and experience preferences. Over a third of Canadian visitors live in Toronto; nearly half reside in Ontario, Canada's most populous province.
Trip purpose splits distinctly between VFR and leisure. According to the report, 42% of visits were for visiting friends and relatives while 38% were holiday-focused. However, holiday visits generated disproportionate spend: 45% of total expenditure versus 33% for VFR, indicating higher spend intensity among leisure travellers.
Canadian visitors show pronounced regional distribution across the UK. The report indicates 65% of nights were spent outside London, compared to 60% for all-market averages, reflecting strong appetite for areas beyond the capital. Six in ten Canadian holiday visitors are repeat visitors, suggesting loyalty and familiarity with the destination.
Canadians hold positive perceptions of Britain. The 2025 Anholt Nation Brands Index, cited by the report, ranks the UK fourth overall among 50 nations in Canadian perception. The UK scores particularly highly for historic buildings and contemporary culture (fourth rank) and general culture (fifth rank), with top-ten positions for vibrant city life, heritage, sport and tourism.
Key numbers
| Metric | Value |
|---|---|
| UK visits from Canada | 944,000 |
| Total expenditure by Canadian visitors to UK | £890.9 million |
| Average spend per visit | £943 |
| Canadian visitors aged 55+ | 31% |
| Visits for VFR purposes | 42% |
| Spend share from holiday visits | 45% |
| Nights spent outside London | 65% |
| Weekly aircraft departures (Canada–UK) | 134 |
Figures as published in the source; forecasts and survey results are labelled as such in the note.
Why it matters
DMOs & destinations
Canadian visitors spend significantly outside London (65% of nights), creating opportunities for regional attractions, heritage sites and countryside experiences. The older demographic and high repeat-visit rate suggest strong potential for loyalty marketing and tailored packages around cultural heritage, which Canadians rate highly. Regional DMOs should prioritise this affluent, mature audience.
Hotels & hospitality
Canadian visitors average £943 spend per visit with VFR comprising 42% of trips; hospitality should segment offerings between friends-and-family (cost-conscious) and pure leisure (higher-spend) segments. The 55+ demographic values early check-in for overnight flights—a low-cost service differentiator. Repeat-visitor prevalence suggests loyalty and referral potential warrant investment in personalised guest recognition.
Travel tech & distribution
Tour operators report independent, customisable packages as the highest growth area; digital distribution dominates over print. Direct air capacity to UK is concentrated on London (89% share), with Toronto–Heathrow representing 35% of seat capacity. Tech platforms should emphasise flexible, self-guided itineraries and strong regional content to capture high-intent leisure bookings and capitalise on growing seat capacity recovery post-pandemic.
Methodology and limits
Data derives primarily from the International Passenger Survey (IPS), conducted by the UK Office for National Statistics, supplemented by Oxford Economics, UNWTO, Apex and the Anholt-Ipsos Nation Brands Index. The 2024 IPS figures are badged 'official statistics in development' and are subject to future methodological refinement; the ONS has not endorsed year-on-year comparisons. 2025 figures represent scheduled seat capacity forecasts. The report does not disclose IPS sample size or margin of error.
Official source
The report is © VisitBritain. This brief is an original editorial summary by TourismIntel — it quotes only figures published in the source and never reproduces the document.
Check the official statistics on Pulse
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