The overseas market comprises primarily of the United Kingdom and German markets. Visitors tend to be middle-aged to older couples who are well educated and have higher incomes. These visitors are interested in outdoor and nature experiences, combined with experiencing our local lifestyle, unique culture, and cuisine. Awareness of Nova Scotia is low in these markets.

While Nova Scotia maintains an in-market representative in Germany, the primary marketing effort overseas is devoted to the U.K. market, much of it through the Atlantic Canada Tourism Partnership.

Percentage of visitation: 3-4
Average age of visitor: 35-64
Average visitor party spending: $1,300
Average length of stay: 10.8 nights

United Kingdom

Percentage of visitation: 1

The marketing effort is primarily directed at England, which accounts for 85 per cent of all visitors from the United Kingdom. Recent research of U.K. long-haul travellers indicated that while 78 per cent of them are aware of Nova Scotia, few currently consider it as a vacation destination.

These visitors are mainly empty nester couples aged 45-55 and older, are well travelled, and have relatively higher levels of income and education. They enjoy beautiful, dramatic scenery, nature, and 'soft' adventure. Their preference is to experience this in close proximity to cities and towns, where they can also enjoy quality seafood dining, unique accommodations, and nightlife and socializing with the locals.

Most prefer packaged holidays and booking through travel agents and tour operators. Many conduct extensive online research on the destination in advance. Those interested in Atlantic Canada tend to be second- or third-time visitors to Canada.

Given the interests of U.K. travellers and the strengths of the Nova Scotia and Atlantic Canadian experience, there is strong potential for growth in this market.