Canadians flocking to Europe

Europe will capture 55% of Canadian overseas travel this summer, with travelers more dependent than ever on tour operators, says David Redekop, a principal research associate with the Conference Board of Canada. “Canada’s tour operators have always been strong sellers of Europe. This summer is no exception with all major tour operators offering an expanded Europe program,” he said. As recently as 1981, 41% of Canadians visiting Europe said their main reason was to visit relatives and friends. But that has changed as Canada’s population has gotten older, Mr Redekop pointed out. But in a market transformation that has offset that trend, he said the number of Canadians visiting Europe principally for pleasure has risen – from 33% in 1986 to 51% in 2002. “The prognosis for summer 2004 is even better,” he said. One major reason he cited is that many European tourism boards have begun to collaborate more closely with Canada’s tour operators and retailers. Promotions have also been stepped up. One example is an Air Transat Holidays’ offer of a chance to wine a wine cellar with 50 bottles of wine. Mr Redekop said surveys show Canadian’s main interest in Europe is visiting historical and culture sites, a sharp contrast with their motivations for Mexico and the Caribbean – seeking beach destinations. Report by David Wilkening