Market Profile – United Kingdom
March 2025
The 2025 Market Profiles contain the latest information and highlights on Destination BC’s key international markets. These profiles summarizes target markets, including the size of the market, volume and expenditures in BC, and traveller and trip characteristics. The latest market highlights and indicators of future travel are also included. Highlights and factors are ever-changing—as such, those available here are time-stamped from the date of distribution.
Market Highlights
- Largest overseas market by visitation and visitor spending.
- High average spending despite higher proportion of (visiting friends and relatives) travel.
- Visitation relatively well distributed year-round, with a summer peak and up to 28 days of paid leave (which may include public holidays) enabling longer trips.
- Air capacity to British Columbia continues to improve.
Market Potential
This section provides a snapshot of the United Kingdom's outbound travel market, including its size, growth, audience relevance, and key travel context for BC.
80.4M
2025
+3%
Percentage Change
2025 vs. 2024
Refined Globetrotters and Skiers
10 Days
Paid Time Off: 28 days (includes public holidays)
Market Position
This section highlights the United Kingdom's importance within BC’s international visitor market, including its share of arrivals and ranking among international markets.
21%
2025
#6 BC Market
2025
*Preliminary estimates; subject to revision
#1 Overseas Market
2025
*Preliminary estimates; subject to revision
Invest
Current Market Performance
This section provides a detailed view of the United Kingdom’s tourism performance in BC, including visitor spending, visitation levels, market share, and recent trends.
$812M
2025
*Preliminary estimates; subject to revision
+1%
2025 vs 2024
*Preliminary estimates; subject to revision
$2,800
2025
*Preliminary estimates; subject to revision
287,000
2025
*Preliminary estimates; subject to revision.
0%
2025 vs 2024
*Preliminary estimates; subject to revision
1%
2025 vs 2024
68% Off-Peak Nights
2025
*Seasonal Visitation is the percentage of nights spent in BC for all months outside of peak months of July and August
0 percentage point
2025 vs 2024
*Seasonal Visitation is the percentage of nights spent in BC for all months outside of peak months of July and August
Market Outlook
This section highlights the outlook for the UK market, including projected visitor spending, visitation, and air capacity to BC.
$853M
2026
+5% vs. 2025
*Preliminary estimates; subject to revision
293,000
2026
+2% vs. 2025
*Preliminary estimates; subject to revision
+4.1%
August 2025 - July 2026 vs. August 2024 - July 2025
*US state value is at the national level
Sources
- Destination BC Estimates
- Tourism Economics 2026 Forecast Data Tabulation
- Destination Canada Visitor Profiles
- Destination BC’s Global Marketing Plan
- Environics Analytics
- Amadeus ForwardKeys
- Destination Canada Data Collective – Main
- Destination Canada Data Collective – Market Report
- Destination Canada Data Collective – Traveller Segments
- Statistics Canada, International Visitors Arrival, 2025
- Statistics Canada, Vehicles Entering Canada, 2025
- Destination BC’s KPI & Iconics Survey
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Market Profile – British Columbia
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