Visitors from Canada

1. Market performance 2024

In 2024, Canada was Scotland’s ninth largest international source market, measured by number of visits. It was ranked seventh by expenditure and eighth by number of nights.

Canadian visitors accounted for 3% of all overseas visits to Scotland and 3% of all overseas spend in Scotland in 2024.

After continued growth post-pandemic, the Canadian market weakened in 2024.

Visits declined by 17%, compared to 2023. Nights declined by 41% and expenditure was down 25%.

However, visits, nights, and spend in 2024 still outperformed pre-pandemic levels with visits increasing by 16% and spend increasing by 48% when compared to pre-pandemic years.

The average spend per visit in 2024 was £931, which was 10% less than in 2023.

The average length of stay was 7.8 nights, down significantly from an average of 11 nights in 2023.

Source: International Passenger Survey, 2024

3. VisitBritain MIDAS research 2022

In 2022, our partner, VisitBritain undertook comprehensive research with international leisure travellers. They spoke to global tourists from many markets, including Canada.

Whilst the research focuses on perceptions and experiences of Britain, there are insights which are useful for the Scottish tourism industry.

Long-haul markets see Britain more consistently as:

• offering heritage and history
• the ability to roam
• explore a broad mix of "must-do" experiences (both old & new)

Read the full MIDAS research on visitbritain.org.