Huge spike in Europeans wanting to visit Ontario amid decline in U.S. tourism

Thinking of your next summer getaway? You might already be living in it. 

According to a new study by the Europe Pulse Study from Context Research Group, Ontario is a top destination choice for European travellers. 

The study showed that more than half of European travellers are considering a trip to Ontario, with a strong appeal in visiting Toronto, thanks, in part, to the city's upcoming role as one of the host cities for the 2026 FIFA World Cup.

Eighty-seven percent also say that Canada, as a country, is appealing enough to visit on its own, rather than as a side trip to the U.S. 

If you're trying to grasp why that might be, the study also showed that, amid the tense political climate in the U.S., 62 per cent of European travellers are wary of visiting the States, making Canada an even more attractive getaway. 

Destination Ontario, along with Destination Toronto, commissioned the study to gain a deeper understanding of how global events are influencing the way travellers perceive Ontario, how Canada is viewed internationally beyond the U.S. and how Ontario can focus its international marketing efforts. 

According to president and CEO of Destination Ontario Vincenza Ronaldi, travellers from Europe want to visit Ontario because "it reflects the shared values of safety, inclusivity and authenticity that resonate deeply with today's global travellers."

"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," she said in a press release. 

New tourism offices are reportedly already developing new campaigns to attract European travellers to Ontario in both the U.K. and Germany. 

You might not want to pack your bags and travel abroad anytime soon: Ontario is home, but it's also quickly becoming a favourite global vacation destination.