Study: Canadian travellers driving Europe’s shoulder season growth

Canadian travellers are emerging as a key driver of demand for Europe outside peak summer months, according to a new study from Data Appeal and Mabrian.

The report, presented during a European Tourism Association (ETOA) webinar, points to strong travel sentiment and growing air capacity between Canada and major European destinations, positioning the market as a strategic opportunity for shoulder season growth.

Canada ranked as the second most connected overseas market to Europe in 2025, with 8.7 million available seats. 

Air capacity increased across several major hubs, including Paris, where seat availability rose 7.4 per cent year-over-year at Charles de Gaulle and 88.3 per cent at Orly, reaching 1.46 million seats.

Munich also saw growth in air capacity (up 8.8 per cent), while Milan and Rome recorded slight declines. 

Despite this, Rome remained the second-largest European destination for Canadian travellers based on seat capacity, with 472,000 seats connecting it to Canadian cities.

The study also found clear seasonal travel patterns. 

Canadian travellers show a strong preference for visiting Europe during shoulder periods, particularly September and October, with April and May also emerging as key travel windows.

“Several data dimensions show a consistent pattern among Canadian travellers visiting Europe: they tend to favour shoulder seasons over summer, making this market a key driver for European destination strategies aimed at countering seasonality and targeting high-impact long-haul inbound markets,” says Carlos Cendra, director of marketing and communications at Mabrian.

In terms of traveller profile, couples represent the largest segment, accounting for 42 per cent to 49 per cent of Canadian visitors, followed by families at 22 per cent to 27 per cent. 

Solo and business travellers make up a smaller share overall, although Munich sees a higher proportion at 21 per cent.

Destination preferences vary by experience. 

Milan attracts Canadians for its mix of culture, shopping, outdoor activities and food, while Rome is primarily chosen for cultural heritage. 

Paris draws interest for both its arts and culinary scene, and Munich appeals for its museums and broader cultural offerings.

Sentiment analysis shows Canadian travellers rate their European experiences highly, particularly in areas such as culture, gastronomy, hospitality and service. 

However, pricing, booking processes, queues at major attractions and infrastructure issues such as Wi-Fi, public restrooms and accessibility remain common points of friction.

Among destinations, Greece (89.8 out of 100), Croatia (88.1), Finland (86) and Italy (85.8) received the highest satisfaction scores.

“As travel patterns among Canadian outbound travellers evolve amid growing geopolitical uncertainty, it is essential for European destinations to understand this inbound market, seeking to optimise their marketing and operational strategies and better tailor experiences, aiming at capturing counter-seasonal demand, and unlock long-term growth in this high-value market,” Cendra summarises.

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.