Europe, a dream destination for Quebecers

Montreal, June 1, 2015 – There's no doubt about it: Quebec travelers love Europe! A recent Ipsos Reid survey commissioned by Transat finds that 89% of Quebecers dream about visiting the Old Continent one day. Among all the European cities, Paris ranks as the first choice for 63% of Quebecers, followed by Rome (54%), Athens (42%), London (36%) and Barcelona (33%).

Whether it’s the rich history of Rome, the unmatched beauty of Paris, or the buzzing culture of London, Quebecers' interests are varied when they travel in Europe. They are especially interested in the region's history (73%), local cuisine (70%), museums and cultural landmarks (61%), as well as towns outside of the major centres (61%). Shopping (42%) and going to the beach (38%), always popular, are also among Quebecers' interests.

Another interesting point: the survey shows that 90% of Quebecers believe a European vacation requires a big investment in time and/or money. However, the availability of direct flights seems to reduce the barriers associated with time and distance, with three-quarters (75%) of respondents agreeing that with a direct flight to their destination, Europe doesn’t seem as far.

“Travelling to Europe should not be an unattainable dream,” says Geneviève LeBrun, Senior Marketing Director, Transat Tours Canada. “We hope that all Quebecers who are dreaming about European destinations can enjoy this unique experience and everything it has to offer. With Transat and our broader selection of 21 direct flights to European destinations from Quebec, along with our vacation options for all types of travellers, there’s no reason your dream vacation on the other side of the Atlantic can’t become a reality.”

Highlights: The Old Continent beckons!

A majority of Quebecers plan to see Europe. 57% who have either been to Europe in the past or aspire to travel to Europe intend to visit the Continent within the next three years.

Paris captures the hearts of Quebecers! The love affair between Quebec and Paris continues, with the City of Light heading the most popular European destinations among Quebecers (63%). London is the favourite destination for people from the rest of Canada (51%).

Europe is a romantic destination! For 81% of Quebecers, the Continent is a preferred destination for a trip without kids.

Freedom and spontaneity, or a prearranged itinerary? Quebecers are divided on the issue. Over half (58%) of them would rather improvise, while 42% like a more organized trip.

Why limit yourself to one city? A multi-destination stay is the preference of 79% of Quebecers, who appreciate visiting several European cities during a single vacation.

Europe for everyone

The survey results confirm the importance of offering an ever-expanding range of travel options, including a variety of European destinations at affordable prices. Transat has direct flights from Canada to 27 European destinations, as well as an enriched product line in Central Europe with the addition of a new destination: Budapest. With its multi-destination flights that allow landing in one city and departing from another, and a range of vacations for all types of traveller (packages, tours, cruises and numerous à la carte options), Transat is making it easier than ever for Quebecers to discover Europe.

About the survey

The survey was conducted through Ipsos Reid’s online omnibus among a sample of 2,231 Canadians aged 18+ who currently expressed an interest in travelling to Europe, or have in the past. Interviews were also conducted between April 21 and May 1, 2015.

About Transat Tours Canada

A specialist in holiday travel to every continent, Transat Tours Canada develops and commercializes a vast array of products, from beach vacations to guided tours to cruises, under the Air Transat, Transat Holidays, Nolitours, Transat Discoveries and TMR Holidays brands. Transat Tours Canada is a business unit of Transat A.T. Inc., one of the largest integrated tourism companies in the world.

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader and the country's leading provider of public opinion research. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in Canada, as well as the largest pre-recruited household and online panels. Ipsos Reid's Canadian marketing research and public affairs practices are staffed with seasoned research consultants with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada—all of which provide clients with actionable and relevant information. Ipsos Reid is an Ipsos company, a leading global survey-based market research group. To learn more, visit

For more information or to schedule an interview, please contact:

Valérie Dupuis

North Strategic

514 622-4843


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