The 2025 Global Traveller Research Program highlights Canada's strong appeal to UK travellers, with 4.5M immediate potential. Geopolitical climate makes 26% more likely to visit. Summer and fall are popular, with BC and Ontario leading. Travellers prioritize natural attractions, heritage, local cuisine, and Indigenous experiences (driven by authenticity/safety). AI usage increased, yet 30% used travel agents. Flights are booked direct, accommodations via online engines. Shorter trips are on the rise.

This report highlights strong and increasing interest in Canada among German travelers, with 6.3M immediate potential visitors. Key attractions include natural settings, oceanside beaches, and Indigenous experiences (emphasizing safety/comfort). Summer/fall are preferred, with Ontario/BC as top destinations. AI usage for trip planning is rising, especially among younger travelers. Travel agents are used for destination research, while online engines gain traction for bookings. Geopolitical climate makes 30% more likely to visit Canada.

The 2025 Global Traveller Research Program reveals strong US interest in Canada, with 49M potential visitors. Geopolitical climate makes 28% more likely to visit. Summer is prime travel season, with Ontario as a top destination. US travelers seek natural attractions, historical sites, and local cuisine. Canada leads international Indigenous tourism mentions, driven by safety and authenticity. AI use for travel planning is rising, but travel agents remain key for bookings. Most trips are short vacations (1-4 nights) to mid-priced hotels.