TravelBI by Turismo de Portugal

Markets

Canada

Market Characterization for Portugal

In 2024, Canada positioned itself as the 10th tourist market for Portugal measured by the overnight stays indicator (share: 3.1%) and the 9th in terms of guests (3.6%). In 2024, the Canadian market recorded around 695,000 guests (var.24/23: +16.9%) who generated 1,730,400 overnight stays (var.24/23: +17.1%). It stands out as the 11th market in terms of tourism revenue with €695.0 million (share: 2.5%), up 15.9% on 2023.

In terms of overnight stays, Greater Lisbon was the main destination for Canadian tourists visiting Portugal (38.9%), followed by the Algarve (24.2%) and the North (16.3%). In terms of type, overnight stays in hotels predominated (60.3%), followed by local accommodation (17.6%) and apartment hotels (9.1%).

Portugal ranks 10th in total outbound air flows from the market; During this period, the airlines that transported Canadian tourists to Portugal were: Air Transat (share: 36.4%), Air Canada (27.4%), TAP (20.7%), Sata International (9.2%), Lufthansa (1.2%). Most operations originate in the cities of Toronto (55.7%), Montreal (27.7%), Vancouver (4.8%) and Calgary (2.1%).

It should be noted that Canadian tourists stay an average of 17.6 nights in Portugal (ForwardKeys); the majority buy direct airline tickets (share: 68.5%); and travel as a couple (46.2%).

According to SIBS data, Greater Lisbon will account for 29.3% of the 153.9 million euros in card purchases originating in Canada in 2024. The Azores come in 4th place (share: 6.8%), after the Algarve (22.8%) and the North (15.7%).

2024 Position | Year-over-Year Change

Guests 0.7M 9º | 16.9%

Overnight stays 1.7M 10º | 17.1%

Tourism revenue 695.0M€ 11º | 15.9%

Disembarked passengers 0.5M 12º | 25.0%

Market Profile

Change 24/23

41.3 M Population

3.0 %

60495.2 USD GDP per Capita

1.3 %

2.6 % Inflation Rate

-1.3 pp

21.4 % Savings Rate

0.0 pp

Canada is a North American country with 41.29 million inhabitants in 2024, and was the world's 10th largest economy.

According to Globaldata, in 2024 Canada was the world's 7th largest source market for tourists, generating 39.3 million trips and accounting for 2.4% of total global tourism demand.

In turn, 52.8% of trips abroad made by Canadian tourists in 2024 were by air, 46.6% by land and 0.6% by sea.

Team

Market team coordinator

Inês Almeida Garrett

Info.Canada@turismodeportugal.pt

Perspectives

The IMF indicates that Canada's economy grew by 1.2% in 2023, despite the current unfavorable international climate, particularly with the conflicts in Ukraine and the Middle East, rising energy costs and other raw materials and intermediate goods, and the outlook for 2024 and 2025 is for growth in the order of 1.3% and 2.4% respectively.

According to GlobalData, between 2025 and 2028, Canada's international tourist departures abroad are expected to grow at a CAGR of 2.8%, to reach a total of 43.8 million departures in 2028. Spending by Canadian tourists abroad is expected to increase at a CAGR of 6.8% over the same period.

According to OAG Scheludes Analyser, considering the 2025 summer season (April 1 to September 30, 2025) compared to 2024, the number of air seats available from Canada to the main European destinations was as follows: United Kingdom: 1.3 million seats (+4.8%), France: 1.2 million seats (+3.3%), Germany: 820,000 seats (-5.3%), Italy: 515,000 seats (-0.1%), Portugal: 400,000 seats (+3.8%) and Spain: 370,000 seats (+0.6%).

Google Destination Insights flight searches for the 1st quarter of 2025 indicate that in terms of the number of searches in the main European markets, the United Kingdom has a 5.5% share, followed by France (4.0%), Portugal (3.0%), Italy (2.2%), Spain (1.5%), Germany (1.1%) and Greece (0.8%). Europe as a whole has a 19.2% share. According to Forwardkeys, flight forecasts in terms of passengers from the Canadian market to Portugal for the period from May to October 2025 point to an increase of 11.7% compared to the previous year.