On Thursday, June 12, 2025, the Atlantic Canada Agreement on Tourism (ACAT) had Narrative Research CEO and Partner, Margaret Brigley, present the findings of a commissioned survey asking visitors from various regions of the UK where they have recently travelled and what the market’s current mindset is as it relates to travel habits and intentions.

Key findings focus on:

• Awareness of, and the likelihood of visiting, each of the four Atlantic Canadian provinces, along with motivating factors.
• The use of travel agents, specifically in relation to potential trips to Atlantic Canada. 
• Anticipated modes of transportation between provinces if visiting the Atlantic Canada region, including awareness of air access/direct flights from the UK. 
• Destination appeal, creative evaluation and the impact of ad exposure on likelihood to visit. 

Review the report here

Watch the webinar here

The Nova Scotia ad campaign performs well among the majority of UK travellers, with most finding it appealing, attention-getting, including things of interest, and motivating travel to the Province.


This project has been made possible through funding provided by the Atlantic Canada Agreement on Tourism (ACAT). ACAT is a nine-member pan-Atlantic initiative comprised of the Atlantic Canada Opportunities Agency, the four Atlantic Canada Tourism Industry Associations, and the four Provincial Departments responsible for tourism.