CANADIAN TRAVEL MARKET

Out-of-Country Travel by Canadians

A Profile Report

January 24, 2008

Prepared by Lang Research Inc. on behalf of:
Ontario Ministry of Tourism, Ontario Tourism Marketing Partnership Corporation, Quebec Ministry of Tourism, Travel Manitoba, Canadian Tourism Commission, Tourism Saskatchewan, Atlantic Canada Tourism Partnership, Alberta Tourism, Parks, Recreation and Culture, Department of Canadian Heritage, Tourism British Columbia, Parks Canada Agency, Government of Yukon, Government of Northwest Territories

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Executive Summary Over the last two years, 53.0% (13,139,283) of adult Canadians took an out-of-country, overnight trip (for any purpose). 90.4% (11,872,817) of those who took a trip outside of Canada report that they took at least one out-of-country, pleasure trip during the past two years. Those from Ontario and British Columbia were the most likely to have taken a pleasure trip outside of Canada while those from the Atlantic Region and Saskatchewan were the least likely to have traveled to other countries during the last two years. 91.9% of those who took a trip outside-of-the-country also took a trip within Canada during the last two years. 82.8% took a trip within their own province, 50.4% took a trip to an adjacent province and 34.3% took a trip to a non-adjacent province. Out-of-country travelers were actually more likely to have traveled to other provinces than those who only traveled in Canada during the last two years. In terms of out-of-country travel, Canadians primarily took trips to the United States (50.7%). 12.4% took a trip to Mexico, 15.6% traveled to the Caribbean and 20.6% took a trip to an overseas destination. Canadians who took a pleasure trip outside of Canada are more likely to have a university degree (37.1%) than those who only traveled within Canada (19.2%) and report higher average household incomes ($79,516 vs. $60,535). Out-of-country travelers are somewhat over-represented among affluent, young couples and mature couples and somewhat under-represented among young families with children under 12. Canadians who traveled outside of Canada are much more likely to participate in culture and entertainment pursuits while on trips than those who only took trips within Canada. They were especially likely to have attended live art performances and to have visited educational attractions (e.g., historical sites, museums and art galleries) while on trips. Out-of-Country Travelers were also more active in outdoor activities and especially warm-weather, resort-based activities (e.g., sailing and surfing, sun bathing), more strenuous activities (e.g., downhill skiing, exercising & jogging) and golfing. By contrast, those who only took pleasure trips within Canada were more likely to go hunting, fishing, snowmobiling and ATVing while on trips. Those who took trips outside of Canada prefer destinations that have a distinctive culture and provide intellectual stimulation and novelty. Those who only traveled within Canada prefer vacations that have a familiar culture, budget accommodation or camping and lots for children to see and do. Canadians who traveled to other countries are above-average users of the Internet to plan (69.1%) and book (47.0%) travel and above-average consumers of travel media. Out-of-country travelers may also be effectively reached through city lifestyle magazines, business, finance and investing magazines and news and current events media. Those who only traveled within Canada are more likely to read home-oriented magazines, to watch daytime television and listen to country music radio stations.

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Travel Activity and Motivation Survey (TAMS)

The TAMS survey examines the recreational activities and travel habits of Canadians and Americans. The survey examines out-of-town, overnight travel behaviour of one or more nights over the past two years and provides detailed information on Travelers activities, travel motivators, places visited, type of accommodation used, impressions of Canada, its provinces and territories, demographics and media consumption patterns.

TAMS represents a comprehensive assessment of travel behaviour and motivators and provides a rich and authoritative database by which to develop marketing strategies and travel products to attract visitors to Canada. In particular, TAMS was designed to: o o o o o Identify existing and potential tourism markets; Measure the likelihood of these tourism markets being attracted to vacation experiences in Canada; Create packaging opportunities for each of these markets; Determine how to reach these markets (i.e., in terms of media strategies); and Provide information on how to fine-tune and target existing marketing campaigns.

TAMS was sponsored by the following organizations: Ontario Ministry of Tourism Ontario Tourism Marketing Partnership Corporation Canadian Tourism Commission Atlantic Canada Tourism Partnership Department of Canadian Heritage Alberta Tourism, Parks, Recreation and Culture Government of Northwest Territories Quebec Ministry of Tourism Travel Manitoba Tourism Saskatchewan Parks Canada Agency Tourism British Columbia Government of Yukon Statistics Canada

The survey was conducted in Canada and the United States between January 2006 and June 2006 and it includes only adults (18 years and over). The reference period for the data is 2004 and 2005.

The Canadian database is used in this current report. This survey was conducted by Statistics Canada. 31,699 completed questionnaires were returned. The data have been weighted to project the results to the Canadian population.

This report profiles Canadians who took a pleasure trip outside of the country and compares them with Pleasure Travelers who did not take a trip outside of Canada during the past two years. This report is part of a series of eight reports reviewing the provincial and regional travel activities of Canadian Pleasure Travelers prepared using the Canadian TAMS database.

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Out-of-Country Travel by Canadians

Market Incidence Over the last two years, 53.0% (13,139,283) of adult Canadians took an out-of-country, overnight trip (for any purpose). 90.4% (11,872,817) of those who took a trip outside of Canada report that they took at least one out-of-country, pleasure trip during the past two years.

Overall, 64.4% of those who took a pleasure trip (i.e., Pleasure Travelers) report taking at least one pleasure trip outside of Canada.
Fig. 1 Incidence of Out-of-Country Trips1 Taken by Canadians during the Past Two Years Canada Number Taking a Trip Outside of the Country (Any Purpose) Percent of Canadian Population Number Taking a Pleasure Trip Outside of the Country3 Percent of Canadian Pleasure Travelers4
2

13,129,283 53.0% 11,872,817 64.4%

1 - Trips are defined as out-of-town trips for any purpose involving an overnight stay of one or more nights. Trips NOT involving overnight stays are NOT examined in this report. 2 - This row reports the number of Canadians who took at least one overnight trip outside of the country in the last two years for any purpose. 3 - This row reports the number of Canadians who took an out-of-country pleasure trip during the past two years. 4 - Pleasure Travelers are defined as individuals who took at least one out-of-town, pleasure trip of one or more nights in the last two years. This row reports the percent of Canadian Pleasure Travelers who took an out-of-country pleasure trip in the last two years.

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Incidence by Region Those from Ontario and British Columbia were the most likely to have taken a pleasure trip outside of Canada during the last two years. Those from the Atlantic Region and Saskatchewan were the least likely to have taken a pleasure trip to another country during the last two years.
Fig. 2 Geographic Distribution of Those Who Took a Trip to Outside of Canada Estimated Number Percent of Pleasure Percent of Total Who Took a Travelers Who Took a Population Who Took Pleasure Trip Pleasure Trip Outside of a Pleasure Trip Population Outside of Canada Canada Outside of Canada 24,776,103 11,872,817 64.4% 53.0% 1,822,494 5,940,869 9,671,592 843,107 706,325 2,465,540 3,326,176 591,773 2,381,240 5,184,424 381,940 254,663 1,199,852 1,878,925 46.7% 56.7% 72.3% 64.2% 47.0% 59.8% 70.6% 36.2% 43.7% 59.8% 50.3% 39.8% 52.5% 63.0%

Canada Atlantic Provinces Quebec Ontario Manitoba Saskatchewan Alberta British Columbia

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Demographic Profile Canadians who took a pleasure trip outside of Canada are more likely to have a university degree (37.1%) than those who only traveled within Canada (19.2%) and report higher average household incomes ($79,516 vs. $60,535). Out-of-country travelers are somewhat over-represented among affluent Young Couples and affluent Mature Couples and somewhat under-represented among Young Families with children under 12. This may reflect the fact that more affluent households with fewer parental responsibilities are better able to afford and accommodate trips to other countries.
Fig. 3 Demographic Profile of Canadians Who Took a Trip Outside of Canada Took a Only Took Total Pleasure Trip Pleasure Trips Pleasure Outside of Within Travelers Canada Canada1 in Canada Attribute Size of Market 11,872,817 6,566,692 18,439,508 Gender Male 49.1% 48.2% 48.8% Female 50.9% 51.8% 51.2% Age of 18 to 24 12.5% 13.3% 12.8% Respondent 25 to 34 18.8% 20.1% 19.3% 35 to 44 20.4% 20.8% 20.5% 45 to 54 20.2% 20.5% 20.3% 55 to 64 15.0% 12.7% 14.1% 65 Plus 13.0% 12.7% 12.9% Average Age 44.8 44.0 44.5 Marital Status Not married 31.0% 34.4% 32.2% Married 69.0% 65.6% 67.8% Parental No children under 18 72.4% 68.7% 71.1% Status Children under 18 27.6% 31.3% 28.9% Education High school or less 30.5% 46.5% 36.2% Some post-secondary 11.2% 11.1% 11.2% Post-secondary diploma/certificate 21.2% 23.2% 21.9% University degree 37.1% 19.2% 30.7% Household Under $20,000 4.0% 8.8% 5.7% Income $20,000 to $39,999 11.7% 19.4% 14.5% $40,000 to $59,999 14.9% 19.4% 16.5% $60,000 to $79,999 14.9% 15.8% 15.2% $80,000 to $99,999 13.2% 10.4% 12.2% $100,000 or more 28.7% 12.2% 22.8% Not stated 12.5% 13.9% 13.0% Average Household Income $79,516 $60,535 $72,829
1Only Took Pleasure Trips Within Canada is defined as individuals who took at least one out-of-town, overnight pleasure trip in the last two years but did not take a trip outside of the country. 2 - The Index is calculated by dividing the percent for those who took an out-of-country trip by the total percent of pleasure travelers in each group. The Index indicates the extent to which out-of-country travelers are over or under-represented relative to all pleasure travelers in Canada. An index of 100 means the percent of out-of-country travelers is the same as that of the average pleasure traveler. Index values over 100 indicate that out-of-country travelers are over-represented relative to the average pleasure traveler in Canada. Index values less than 100 indicate that out-of-country travelers are underrepresented relative to the average pleasure traveler in Canada.

Index2 100 101 99 98 98 99 100 106 101 N/A 96 102 102 95 84 100 97 121 70 81 90 98 108 126 96 N/A

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Travel Activity (During Last Two Years) Those who traveled outside of Canada were more frequent travelers during the last two years with 54.1% taking five or more trips in the last two years. By contrast, only 40.7% of those who only traveled within Canada took 5 or more trips. 91.9% of the out-ofcountry travelers also took a trip within Canada. 82.8% took a trip within their own province, 50.4% took a trip to an adjacent province and 34.3% took a trip to a nonadjacent province. Those who traveled outside of Canada were actually more likely to have taken trips to other provinces than those who traveled exclusively within Canada. In terms of out-of-country travel, Canadians primarily took trips to the United States (50.7%). Only 12.4% took a trip to Mexico, 15.6% traveled to the Caribbean and 20.6% took a trip to an overseas destination in the last two years.
Fig. 4 Percent Traveling to Other Destinations during Past Two Years Took a Pleasure Trip Outside of Canada 11,872,817 91.9% 82.8% 50.4% 34.3% 3.9% 7.5% 12.5% 12.7% 39.4% 57.7% 9.7% 11.2% 26.8% 34.1% 1.1% 0.7% 0.3% 78.7% 19.2% 24.2% 32.0% Only Took Pleasure Trips Within Canada 6,566,692 100.0% 91.4% 41.2% 26.3% 5.0% 6.6% 10.6% 12.6% 38.1% 45.9% 8.2% 11.8% 24.1% 24.4% 0.8% 0.6% 0.2% 0.0% 0.0% 0.0% 0.0% Total Pleasure Travelers in Canada 18,439,508 94.8% 85.9% 47.1% 31.4% 4.3% 7.2% 11.8% 12.7% 38.9% 53.5% 9.2% 11.4% 25.8% 30.6% 1.0% 0.7% 0.3% 50.7% 12.4% 15.6% 20.6%

Size of Market Canada Took a trip within own province / region Took a trip to an adjacent province / region Took a trip to non-adjacent province / region Newfoundland and Labrador Prince Edward Island New Brunswick Nova Scotia Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Nunavut United States Mexico Caribbean All other destinations

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Appeal of Selected U.S. States, Canadian Provinces and Canadian Territories The respondents were asked to rate the appeal of each of Canadas provinces and territories on a ten-point appeal scale where 10 is Very Appealing and 1 is Very Unappealing. They were also asked to rate selected U.S. states (New York State, Colorado, Florida, California, Hawaii and Arizona) to provide a frame of reference.

Canadians who took an out-of-country trip perceive most Canadian destinations to be as appealing as do those who traveled exclusively within the Canada. However, out-ofcountry travelers have a slightly less favourable impression of New Brunswick, Manitoba and Saskatchewan than those who only traveled within Canada.

As might be expected, those who traveled to other countries rated the six U.S. reference states as more appealing travel destinations than do those who only traveled within Canada. This may partially account for their interest in travel outside of Canada.
Fig. 5 Overall Appeal Ratings of Provinces, Territories and Selected U.S. States on a 10-Point Appeal Rating Scale (Higher Scores=More Appealing)
Newfoundland & Labrador Prince Edward Island Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Nunavut New York State Colorado Florida California Hawaii Arizona Took a Pleasure Trip Outside of Canada Did Not Take a Pleasure Trip Outside of Canada

10

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Culture and Entertainment Activities Pursued While on Trips Canadians who traveled outside of Canada were much more likely to participate in culture and entertainment pursuits while on trips than those who only took trips within Canada. Out-of-country travelers most often went shopping and dining and visited historical sites, museums and art galleries while on trips. However, relative to those who did not take a trip outside of Canada, out-of-country travelers were much more likely to have attended live art performances (e.g., high art performances, live theatre, musical concerts, comedy festivals and clubs) and professional sporting events. They were also more likely to have visited educational attractions such as historical sites, museums and art galleries, science and technology exhibits and garden-themed attractions while on trips. Out-of-country travelers were also more likely to have taken part in a wine, beer or food tasting, to have gambled in a casino and to have visited a literary or film festival while on a trip during the past two years.
Fig. 6 Culture and Entertainment Activities Pursued While on Trips (See Appendix One for a Definition of Each Type of Culture & Entertainment Activity) Took a Pleasure Trip Outside of Canada 11,872,817 86.7% 64.6% 42.3% 40.4% 35.3% 30.1% 29.1% 25.6% 25.4% 20.3% 18.9% 15.9% 14.1% 13.0% 12.5% 12.4% 12.0% 7.3% 7.1% 3.5% 3.3% Only Took Pleasure Trips Within Canada 6,566,692 76.0% 47.0% 33.4% 32.8% 28.1% 18.3% 14.2% 12.9% 19.1% 12.7% 9.8% 15.4% 5.3% 9.0% 10.6% 5.9% 6.8% 5.6% 5.9% 2.7% 1.4% Total Pleasure Travelers in Canada 18,439,508 82.9% 58.3% 39.2% 37.7% 32.7% 25.9% 23.8% 21.1% 23.1% 17.6% 15.7% 15.7% 11.0% 11.6% 11.8% 10.0% 10.1% 6.7% 6.7% 3.2% 2.6%

Size of Market Shopping & Dining Historical Sites, Museums & Art Galleries Theme Parks & Exhibits Fairs & Festivals Musical Concerts, Festivals & Attractions Casinos Wine, Beer & Food Tastings Live Theatre Science & Technology Exhibits Garden Theme Attractions Professional Sporting Events Agro-Tourism High Art Performances Aboriginal Cultural Experiences Amateur Tournaments Spas Comedy Festivals & Clubs Participatory Historical Activities Equestrian & Western Events National & International Sporting Events Literary & Film Festivals

Index 100 105 111 108 107 108 116 122 122 110 116 121 101 129 112 106 123 118 109 106 109 126

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Culture and Entertainment Activities Pursued While Not on Trips Canadians who took an trip to another country during the last two years are also more active in culture and entertainment pursuits while not traveling, They are especially likely to patronize local live art performances (e.g., the opera, ballet, classical music concerts, live theatre, jazz clubs, musical concerts) and to attend professional sporting events. They are also more likely than those who exclusively traveled within Canada to visit local museums, art galleries and art shows and local garden attractions. On the other hand, those who exclusively traveled within Canada are more likely to attend a local rodeo during the last two years. The high level of activity of out-of-country travelers reflects the relative affluence of this travel segment.
Fig. 7 Culture and Entertainment Activities Pursued While Not on Trips Took a Only Took Total Pleasure Pleasure Pleasure Trip Outside Trips Within Travelers of Canada Canada in Canada Size of Market 11,872,817 6,566,692 18,439,508 Going out to eat in restaurants Going to festivals or fairs Going to amateur sporting events Going to pick-your-own farms or farmers' market Going to historic sites or heritage buildings Going to live theatre Going to museums Going to professional sporting events Going to art galleries or art shows Going to zoos or aquariums Going dancing Going to amusement or theme parks Going to bars with live pop or rock bands Going to botanical gardens Going to rock music concerts Going to gamble in casinos Going to classical music concerts Going to day spas Staying overnight in a hotel or B&B in own city Going to jazz clubs Going to the ballet Going to the opera Going to rodeos 93.1% 63.0% 42.9% 41.3% 40.7% 38.8% 36.4% 36.4% 35.3% 31.1% 30.6% 28.9% 28.4% 26.7% 24.1% 19.7% 19.1% 16.5% 10.7% 9.1% 8.6% 8.1% 6.4% 88.7% 58.6% 40.4% 40.4% 36.7% 27.5% 26.1% 24.2% 25.4% 29.2% 28.5% 28.7% 26.5% 23.0% 19.5% 15.3% 11.9% 8.8% 8.4% 4.7% 4.9% 4.0% 9.0% 91.5% 61.4% 42.0% 41.0% 39.3% 34.8% 32.7% 32.1% 31.8% 30.4% 29.9% 28.9% 27.7% 25.4% 22.4% 18.1% 16.5% 13.8% 9.9% 7.5% 7.3% 6.6% 7.3%

Index 100 102 103 102 101 104 112 111 114 111 102 103 100 102 105 107 109 115 120 108 120 118 122 87

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Outdoor Activities Pursued While on Trips Out-of-country travelers were also much more active in outdoor activities while on trips than were those who only traveled within Canada. In relative terms, out-of-country travelers were especially more likely to have taken part in warm-weather, resort-based activities (e.g., swimming in the ocean, sunbathing, sailing and surfing, scuba diving and snorkeling). They were also more likely to have participated in more strenuous outdoor activities (e.g., downhill skiing, snowboarding, exercising and jogging) and to have gone golfing while on trips. By contrast, those who only took pleasure trips within Canada were more likely to go hunting, fishing, snowmobiling and ATVing while on trips. These latter types of activity are often more common in rural areas of the country. This may suggest that those who live in smaller towns or rural areas are less likely to take trips outside of Canada than those who live in larger urban centers.
Fig. 8 Outdoor Activities Pursued While on Trips (See Appendix Two for a Definition of Each Type of Outdoor Activity) Took a Pleasure Trip Outside of Canada 11,872,817 57.4% 42.4% 41.9% 36.7% 24.6% 22.3% 21.3% 18.9% 17.8% 14.6% 12.8% 12.6% 10.6% 10.1% 8.1% 5.6% 3.8% 3.5% 3.2% 2.4% 1.3% Only Took Pleasure Trips Within Canada 6,566,692 32.6% 38.8% 40.1% 29.4% 19.3% 11.1% 27.7% 10.5% 8.9% 11.6% 10.4% 9.1% 12.7% 7.9% 3.1% 3.6% 1.6% 6.9% 2.5% 2.3% 0.8% Total Pleasure Travelers in Canada 18,439,508 48.5% 41.1% 41.2% 34.1% 22.7% 18.3% 23.6% 15.9% 14.6% 13.5% 12.0% 11.4% 11.3% 9.3% 6.3% 4.9% 3.0% 4.7% 3.0% 2.4% 1.1%

Size of Market Ocean Activities (e.g., swimming in ocean, sunbathing) Boating & Swimming (e.g., motorboating, swimming in lakes) Wildlife Viewing Hiking, Climbing & Paddling Sports & Games (e.g., tennis, board games) Golfing Fishing Exercising & Jogging Downhill Skiing & Snowboarding Cycling Skating (e.g., ice skating, rollerblading) Team Sports (e.g., hockey, baseball) Snowmobiling & ATVing Cross-country Skiing & Snowshoeing Sailing & Surfing (e.g., sailing, windsurfing, parasailing) Horseback Riding Freshwater Scuba & Snorkeling Hunting Motorcycling Wilderness Activities (e.g., wilderness skills course) Extreme Air Sports (e.g., parachuting)

Index 100 118 103 101 108 108 122 90 119 122 108 107 111 94 109 128 114 127 74 108 101 116

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Outdoor Activities Pursued While Not on Trips While NOT traveling, Canadians who traveled outside of the country are more active in more strenuous outdoor activities (e.g., jogging, downhill skiing, rollerblading, skateboarding) and competitive sports (e.g., team sports, racquet sports, golf). On the other hand, those who only took trips within Canada are more likely to participate in nature-oriented activities such as hunting, fishing, camping and horseback riding as well as riding ATVs or snowmobiles while not traveling. Once again, these types of outdoor activity are more common in rural areas of the country.
Fig. 9 Outdoor Activities Pursued While NOT on Trips Took a Pleasure Trip Outside of Canada 11,872,817 67.2% 64.2% 61.1% 60.3% 51.9% 48.9% 44.4% 35.1% 32.9% 28.2% 27.0% 26.0% 24.5% 24.1% 20.8% 18.2% 17.1% 14.9% 12.9% 11.4% 7.0% 6.6% 5.8% 5.4% 1.6% Only Took Pleasure Trips Within Canada 6,566,692 66.2% 55.2% 58.7% 58.8% 55.1% 48.6% 44.1% 44.9% 23.0% 29.0% 18.7% 35.2% 20.2% 22.3% 16.2% 12.5% 16.5% 13.5% 11.7% 19.4% 14.7% 7.2% 11.3% 4.3% 1.5% Total Pleasure Travelers in Canada 18,439,508 66.9% 61.0% 60.3% 59.8% 53.1% 48.8% 44.3% 38.6% 29.4% 28.5% 24.1% 29.3% 22.9% 23.4% 19.1% 16.2% 16.9% 14.4% 12.5% 14.3% 9.8% 6.8% 7.7% 5.0% 1.6%

Size of Market Day outing to a park Exercising at home or at a fitness club Swimming Gardening Picnicking Hiking Cycling Camping Golfing Ice-skating Jogging Fishing Playing team sports Sailing or other boating Playing racquet sports (e.g., tennis or badminton) Downhill skiing Canoeing or kayaking Rollerblading Cross-country skiing Riding an all-terrain vehicle (ATV) Snowmobiling Horseback riding Hunting Snowboarding Skateboarding

Index 100 101 105 101 101 98 100 100 91 112 99 112 89 107 103 109 113 101 103 103 80 72 97 75 108 102

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Accommodation Stayed In While on Trips Those who took a pleasure trip outside of Canada were much more likely to have stayed in a resort (e.g., seaside resorts, lakeside / riverside resorts, ski or mountain resorts) in the last two years. They also frequently stayed in public and private campgrounds. Relative to those who did not travel outside of Canada, out-of-country travelers were much more likely to have stayed in a seaside resort. They were also more likely to have stayed in many of the more exotic accommodation types (e.g., health spa, cooking school) as well as wilderness settings (e.g., remote wilderness lodge or outpost). On the other hand, those who only took trips within Canada predominantly stayed in public or private campgrounds or lakeside or riverside resorts. However, they were more likely to have stayed in a campsite in a wilderness setting than were out-of-country travelers.
Fig. 10 Accommodation Stayed In While on Trips Took a Pleasure Trip Outside of Canada 11,872,817 29.2% 26.1% 25.2% 18.0% 17.1% 7.8% 7.0% 5.8% 5.6% 5.0% 3.0% 1.9% 1.6% 0.7% 0.5% 0.2% Only Took Pleasure Trips Within Canada 6,566,692 5.4% 26.9% 17.0% 20.2% 8.2% 10.1% 4.1% 5.4% 4.2% 3.6% 3.1% 1.1% 1.0% 0.4% 0.1% 0.3% Total Pleasure Travelers in Canada 18,439,508 20.7% 26.4% 22.3% 18.8% 13.9% 8.6% 5.9% 5.6% 5.1% 4.5% 3.0% 1.6% 1.4% 0.6% 0.4% 0.3%

Size of Market Seaside Resort A Public Campground in a National, State, Provincial or Municipal Park Lakeside / Riverside Resort A Private Campground Ski Resort or Mountain Resort A Camp Site in a Wilderness Setting (Not a Campground) Health Spa Wilderness Lodge You Can Drive to by Car Country Inn or Resort with Gourmet Restaurant A Motor Home or RV while Traveling or Touring (Not a Camping Trip) Farm or Guest Ranch Remote or Fly-In Wilderness Lodge On a Houseboat Remote or Fly-In Wilderness Outpost Cooking School Wine Tasting School

Index 100 141 99 113 96 123 90 117 103 110 111 98 118 115 118 134 90

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Tours and Cruises Taken During Past Two Years Canadians who took trips outside of Canada were much more likely to have taken tours and cruises during the last two years than were those who only traveled within Canada. Sameday tours (both organized and self-guided), city tours and scenic country drives were the most popular with out-of-country travelers. However, relative to those who did not take pleasure trips outside of Canada, out-of-country travelers were especially likely to have taken sameday and multiple-day guided tours, city tours and tours of wineries, factories or casinos. They were also especially likely to have taken ocean cruises (e.g., Caribbean cruises, Alaskan cruises).
Fig. 11 Tours and Cruises Taken During Past Two Years Took a Pleasure Trip Outside of Canada 11,872,817 34.5% 29.5% 29.3% 26.6% 21.3% 16.6% 14.8% 13.7% 12.5% 9.6% 8.2% 7.8% 7.4% 4.9% 3.7% 2.7% 2.6% 2.4% 2.1% 1.6% 0.9% 0.2% Only Took Pleasure Trips Within Canada 6,566,692 19.8% 12.3% 9.3% 14.9% 12.4% 6.8% 9.7% 3.5% 5.1% 4.6% 0.0% 4.1% 2.5% 0.5% 0.8% 1.8% 0.7% 0.0% 0.7% 2.5% 0.5% 0.0% Total Pleasure Travelers in Canada 18,439,508 29.3% 23.4% 22.2% 22.4% 18.1% 13.1% 13.0% 10.1% 9.8% 7.8% 5.4% 6.5% 5.6% 3.3% 2.6% 2.4% 1.9% 1.6% 1.6% 1.9% 0.8% 0.1%

Size of Market A self-guided, sameday tour while on an overnight trip Around the city An organized, sameday, guided tour while on an overnight trip Around the countryside - scenic drives A self-guided, overnight tour where you stayed in different locations On the water (sightseeing cruise) Wilderness tour An organized, overnight, guided tour where you stayed in different locations Some other type of tour An organized, overnight, guided tour where you stayed in a single location Caribbean ocean cruise To a casino To a winery Ocean cruise - Other To a factory Cruise on another lake or river In the air as a pilot or passenger of an airplane or helicopter Alaskan ocean cruise Some other type of cruise Cruise on the St. Lawrence River Great Lakes cruise Submarine cruise

Index 100 118 126 132 118 117 127 114 136 127 123 151 120 131 147 138 114 136 148 133 85 117 141

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Benefits Sought While on Vacation Most Canadian Pleasure Travelers tend to take vacations to get a break from their dayto-day environment, relax and relieve stress, create lasting memories and enrich their relationships with family members. However, those who took trips outside of Canada are more likely to prefer vacations that provide intellectual stimulation, learning opportunities (e.g., learn about the history and culture of the destination) and novelty (i.e., to see and do something new). By contrast, those who only traveled within Canada are more likely to prefer vacations that offer solitude and allow them to keep family ties alive.
Fig.12 Benefits Sought While on Vacation (Percent Rating Each Benefit as Highly Important)
To get a break from your day-to-day environm ent To relax and relieve stress To create lasting m em ories To enrich your relationship w ith your spouse / partner / children To see or do som ething new and different To have a life w ith no fixed schedule To keep fam ily ties alive To enrich your perspective on life To gain know ledge of history, other cultures or other places To stim ulate your m ind / be intellectually challenged To renew personal connections w ith people (other than fam ily) To be challenged physically / to feel physically energized To be pam pered To have stories to share back at hom e To seek solitude and isolation 31% 22% 29% 16% 19% 14% 19% 19% 16% 14% 14% 12% 13% 13% 8% 11% 41% 49% 36% 47% 49% 54% 50% 53% 54% 49% 68% 67% 67% 65%

Took a Pleasure Trip Outside of Canada Did Not Take a Pleasure Trip Outside of Canada

0%

10%

20%

30%

40%

50%

60%

70%

80%

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Other Attributes of a Destination Considered Important Most Canadian Pleasure Travelers consider it important that they feel safe at a destination. However, other attributes considered important in a destination vary considerably between out-of-country travelers and those who took pleasure trips exclusively within Canada. Those who took trips to other countries are more likely to value destinations that have a distinct culture, luxury or mid-range priced accommodation and direct access by air. This suggests that out-of-country travelers value novelty and tend to spend more on travel. By contrast, those who only took trips within Canada are more likely to look for a destination that is conveniently accessible by car, has a familiar culture and language, has lots of activities for children to see and do and has family or friends living nearby. They also prefer destinations that offer budgetpriced accommodation or camping and that are suitable for persons with disabilities. This suggests that those who travel within Canada tend to take lower-cost, familyoriented vacations.
Fig. 13 Importance of Destination Attributes (% Rating Each Attribute as Highly Important)
Feeling safe at the destination No health concerns at the destination Lots of things for adults to see and do Convenient access by car Direct access by air Availability of mid-range accommodation Information about the destination available on the Internet Low cost package deals available for the destination Availability of budget accommodation Lots of things for children to see and do Convenient access by train / bus Great shopping opportunities Being familiar with the culture and language of the destination Being at a place that is very different, culturally than mine Availability of camping Having friends or relatives living there Availability of luxury accommodation Destination is disabled-person-friendly
14% 13% 12% 13% 11% 11% 6% 9% 9% 8% 5% 4% 8% 11% 19% 15% 18% 24% 27% 21% 21% 26% 20% 26% 21% 38% 38% 36% 35% 33% 50% 51% 67% 65%

56%

19%

Took a Pleasure Trip Outside of Canada Did Not Take a Pleasure Trip Outside

0%

10%

20%

30%

40%

50%

60%

70%

80%

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How Destinations Are Selected The majority of Canadian Pleasure Travelers start their vacation planning with a particular destination in mind. However, selecting a destination first is more common among those who take trips outside of Canada (as well as to other provinces within Canada). Out-of-country travelers are also more likely to be responsive to discount vacation packages than those who travel exclusively within Canada. This in part may reflect the fact that those who only travel within Canada tend to take shorter-haul, familyoriented trips which may involve staying with relatives or friends or camping.
Fig. 14 How Destinations Are Selected (Summer and Winter Vacations) Took a Pleasure Trip Outside of Canada 11,872,817 Only Took Pleasure Trips Within Canada 6,566,692 Total Pleasure Travelers in Canada 18,439,508

Size of Market Summer Started with a desired destination in mind Started by considering specific activities wanted to do Started with a certain type of vacation experience in mind Looked for packaged deals - no destination in mind Considered something else first Don't know / Other Winter Started with a desired destination in mind Started by considering specific activities wanted to do Started with a certain type of vacation experience in mind Looked for packaged deals - no destination in mind Considered something else first Don't know / Other

Index 100

51.2% 12.8% 23.1% 1.5% 4.0% 7.4%

43.7% 15.5% 24.8% 1.0% 4.8% 10.2%

48.5% 13.8% 23.7% 1.3% 4.3% 8.4%

106 93 97 114 94 88

50.9% 15.4% 18.6% 4.1% 3.7% 7.3%

42.8% 16.0% 21.2% 0.9% 7.0% 12.1%

48.6% 15.6% 19.3% 3.2% 4.7% 8.6%

105 99 96 128 80 84

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Trip Planning and Information Sources Consulted The majority of Canadian Pleasure Travelers are responsible for planning their trips either on their own (42.0%) or with someone else (16.4%). This is especially the case for those who take trips outside of Canada. When making vacation plans, most Canadians obtain information from the Internet, past experience and the advice of others. However, those who travel outside of Canada are more likely to consult a wider range of information sources to plan their trips. Relative to those who exclusively traveled within Canada, out-of-country travelers are especially likely to obtain travel information from the Internet, travel agents, travel guide books such as Fodors and automotive clubs. They are also more likely to obtain travel information from newspaper and magazine articles and advertising and to make use of the official tourism guides and brochures from states and provinces. By contrast, those who did not take a trip outside of Canada are more likely to obtain travel information from television advertising.
Fig. 15 Who Plans Vacations and Information Sources Consulted Took a Pleasure Only Took Total Trip Pleasure Pleasure Outside of Trips Within Travelers in Canada Canada Canada Size of Market 11,872,817 6,566,692 18,439,508 Who Plans Trips? Information Sources Consulted Respondent plans trips Trip planning a shared responsibility Someone else plans trips An Internet website Advice of others / Word-of-mouth Past experience / Been there before A travel agent Maps Official travel guides or brochures from state / province Articles in newspapers / magazines Visitor information centres An auto club such as CAA Travel guide books such as Fodor's Advertisements in newspapers / magazines Travel information received in the mail Programs on television An electronic newsletter or magazine received by e-mail Advertisements on television Visits to trade, travel or sports shows 42.0% 17.6% 40.4% 74.2% 53.4% 51.8% 47.8% 35.8% 28.3% 24.3% 24.0% 21.3% 19.0% 16.0% 9.3% 8.1% 5.4% 4.5% 3.3% 42.2% 14.2% 43.7% 48.0% 46.8% 47.7% 7.7% 26.3% 21.5% 14.3% 22.3% 10.6% 3.3% 10.9% 7.9% 6.3% 1.8% 5.9% 2.8% 42.0% 16.4% 41.5% 65.2% 51.1% 50.4% 34.1% 32.6% 26.0% 20.9% 23.4% 17.7% 13.6% 14.3% 8.8% 7.5% 4.2% 5.0% 3.1%

Index 100 100 107 97 114 104 103 140 110 109 116 102 121 139 112 105 108 129 91 105

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Use of the Internet to Plan and Arrange Trips Overall, 59.1% of the Canadian Pleasure Travelers use the Internet to plan travel and 37.0% have booked travel on-line during the past two years. Those who took trips outside of Canada are especially likely to use the Internet to plan (69.1%) or book (47.0%) travel. The majority of those who took an out-of-country trip use the websites of hotels or resorts, travel planning / booking sites or the website of a specific country, region or city. However, out-of-country travelers are much more likely than those who did not take a trip outside of Canada to consult airline websites, travel planning / booking websites (e.g., Expedia) and cruise-line websites. By contrast, those who only took pleasure trips within Canada are most likely to visit the websites of hotels or resorts or the website of a specific country, region or city. Canadian Pleasure Travelers most often use the Internet to purchase airline tickets and accommodation. However those who took trips outside of Canada are especially likely to use the Internet to purchase airline tickets, vacation packages, car rentals and tickets for travel by rail, bus or boat.
Fig. 16 Use of the Internet to Plan and Book Travel Took a Pleasure Trip Outside of Canada 11,872,817 30.9% 22.1% 47.0% 60.0% 54.9% 54.0% 51.3% 33.9% 26.5% 10.0% 2.6% 74.1% 71.1% 30.4% 23.8% 17.5% 16.7% 3.9% Only Took Pleasure Trips Within Canada 6,566,692 58.8% 22.1% 19.1% 47.9% 17.7% 23.1% 45.4% 36.1% 30.8% 2.0% 1.9% 48.6% 60.6% 12.5% 22.9% 6.0% 9.1% 4.0% Total Pleasure Travelers in Canada 18,439,508 40.8% 22.1% 37.0% 57.0% 45.7% 46.3% 49.8% 34.5% 27.6% 8.1% 2.5% 69.5% 69.2% 27.1% 23.6% 15.4% 15.3% 3.9%

Size of Market Percent Using Internet to Plan or Book Travel Types of Websites Consulted Does not use the Internet Uses Internet to plan trips only Uses Internet to book part of trip A website of a hotel or resort A travel planning / booking website An airline website A tourism website of a country / region / city A website of an attraction Some other website A cruise line website A motorcoach website Air tickets Accommodation Car rental Tickets or fees for specific activities or attractions A package containing two or more items Tickets for rail, bus or boat / ship fares Other

Index 100 76 100 127 105 120 117 103 98 96 125 107 107 103 112 101 114 109 99

Parts of Trips Booked Over The Internet

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Media Consumption Habits Those who took a trip outside of Canada are much more likely to consume travel media (e.g., travel sections of newspapers, travel magazines, travel websites) than those who exclusively traveled within Canada. Out-of-country travelers may also be effectively reached through city lifestyle magazines, business, finance and investing magazines and news media (e.g., news magazines, news / talk / information radio). Those who only travel within Canada are more likely to read home-oriented magazines (e.g., family and parenting; home and garden; craft, antiques and collectibles), to watch daytime television and listen to country music radio stations.
Fig. 17 Media Consumption Habits Took a Pleasure Trip Outside of Canada 11,872,817 88.3% 88.5% 61.3% 18.1% 52.7% 55.2% 20.1% 14.3% 14.3% 26.2% 25.6% 33.9% 44.8% 32.5% 58.1% 42.4% 9.9% 19.1% 9.2% 42.3% 27.4% 58.6% 39.1% 33.8% 28.6% 34.8% Only Took Pleasure Trips Within Canada 6,566,692 85.4% 85.1% 61.9% 15.5% 33.1% 33.1% 9.3% 7.1% 7.8% 20.4% 20.2% 23.7% 40.7% 30.4% 55.8% 40.8% 6.7% 13.9% 6.8% 34.2% 22.8% 33.7% 30.0% 27.5% 23.4% 30.7%

Size of Market Newspaper Readership

Total Pleasure Travelers in Canada 18,439,508 87.3% 87.3% 61.5% 17.2% 45.7% 47.3% 16.3% 11.8% 12.0% 24.2% 23.7% 30.3% 43.3% 31.7% 57.3% 41.8% 8.8% 17.2% 8.4% 39.4% 25.7% 50.6% 36.1% 31.8% 26.9% 33.5%

Index 100 101 101 100 105 115 117 124 122 119 109 108 112 103 102 101 101 113 111 110 107 106 116 108 106 106 104

Reads daily newspaper Reads weekend edition of newspaper Reads local neighbourhood or community newspapers Reads other types of newspapers Frequently or occasionally reads travel section of daily newspaper Frequently or occasionally reads travel section of weekend newspaper Business, finance and investing Travel (e.g., Cond Nast) Magazines about your city News magazine Fashion and beauty Travel shows Sports / sports shows Cooking shows Dramas (e.g., Law & Order) History Jazz / Big band Classical music Multicultural News / Talk / Information Soft music / Adult contemporary Travel Network news sites (e.g., CBC, CNN) Newspaper sites Sports Shopping (all types)

Types of Magazines Read (Top 5 Indexed) Type of Television Programs Watched (Top 5 Indexed) Type of Radio Programs Listened To (Top 5 Indexed) Types of Websites Visited (Top 5 Indexed)

TAMS 2006: Out-of-Country Travel by Canadians

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Appendix One Canadian TAMS 2006 Culture and Entertainment Segmentation Activity Segment Activities in Segment
Well-known Historic Sites or Buildings Other Historic Sites, Monuments and Buildings Historical Sites, Museums & Art Galleries Strolling Around a City to Observe Buildings and Architecture Museum - General History or Heritage Museums Shop Or Browse - Bookstore or Music Store Shop Or Browse - Clothing, Shoes and Jewellery Shop Or Browse - Local Arts & Crafts Studios or Exhibitions Dining - Restaurants Offering Local Ingredients and Recipes Went to Local Outdoor Cafes Aboriginal Cuisine (Tasted or Sampled) Aboriginal Heritage Attractions (e.g., Museums, Interpretive Centres) Aboriginal Festivals & Events (e.g., Powwows) Farmers' Markets or Country Fairs Carnivals Exhibition or Fairs Science or Technology Museums Science & Technology Theme Parks Planetarium Amusement Park Water Theme Park Movie Theme Park Wax Museums Classical or Symphony Concert Opera Professional Football Games Professional Basketball Games Professional Baseball Games Live Theatre Theatre Festivals Literary Festivals or Events Went to Wineries for Day Visits and Tasting Went to Breweries for Day Visits and Tasting Well-known Natural Wonders Historical Replicas of Cities or Towns With Historic Re-Enactments Museum - Military / War Museums Art Galleries Paleontological/Archaeological Sites Shop Or Browse Antiques Shop Or Browse - Gourmet Foods in Retail Stores Shop Or Browse - Greenhouse or Garden Centre High-End Restaurants with an International Reputation Other High-End Restaurants Aboriginal Arts and Crafts Shows Aboriginal Cultural Experiences in a Remote or Rural Setting Aboriginal Outdoor Adventure and / or Sports Firework Displays Ethnic Festivals Food / Drink Festivals Children's Museums Went to an Imax Movie Theatre Aquariums Zoos Entertainment Farms (e.g., Corn Maze, Petting Zoo) Ballet or Other Dance Performances Professional Golf Tournaments Professional Ice Hockey Games Professional Soccer Games Live Theatre with Dinner International Film Festivals Cooking / Wine Tasting Courses Visited Food Processing Plants (e.g., Cheese Factory)

Shopping & Dining

Aboriginal Cultural Experiences

Fairs & Festivals

Science & Technology Exhibits

Theme Parks & Exhibits

High Art Performances Professional Sporting Events Live Theatre Literary & Film Festivals Tastings Casinos Spas Participatory Historical Activities Equestrian & Western Events

Went to a Casino Day Visit to a Health & Wellness Spas while on an Overnight Trip Historical Re-Enactments (as an Actor) Interpretive Program at a Historic Site or National / Provincial Park Curatorial Tours Archaeological Digs Equine (Horse) Competitions Western Theme Events (e.g., Rodeos) Horse Races

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Appendix One Canadian TAMS 2006 Culture and Entertainment Segmentation Activity Segment
Agro-Tourism National & International Sporting Events Gardens Theme Attractions Amateur Tournaments Musical Concerts, Festivals & Attractions

Activities in Segment
Dining At A Farm Went Fruit Picking at Farms or Open Fields Curling Bonspiel Professional Figure Skating Garden Theme Park Amateur Sports Tournaments and Competitions Music Festivals Jazz Concert Rock & Roll/Popular Music Concert Comedy Festivals Harvesting and / or Other Farm Operations National / International Sporting Events such as the Olympic Games Botanical Gardens Amateur Tournaments and Competitions other than Sports-related Musical Attractions Free Outdoor Performances (e.g., Theatre, Concerts) in a Park Country & Western Music Concert Stand-up Comedy Clubs & Other Variety Shows

Comedy Festivals & Clubs

TAMS 2006: Out-of-Country Travel by Canadians

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Appendix Two: Canadian TAMS 2006 Outdoor Activity Segmentation Activity Segment
Golfing Hunting Fishing

Activities in Segment
Played During a Stay at a Golf Resort with Overnight Stay Played an Occasional Game While on a Trip Hunting for Small Game Hunting for Big Game Fresh-Water Fishing Ice Fishing Viewing Land Based Animals Whale Watching & Other Marine Life Wildflowers / Flora Viewing Mountain Climbing / Trekking Rock Climbing Hiking / Backpacking in Wilderness Setting With Overnight Camping or Lodging Motorboating Water Skiing Swimming in Oceans Sunbathing, Sitting on a Beach Sailing Wind Surfing Scuba Diving in Lakes / Rivers Working Out in Fitness Centre Overnight Touring Trip Mountain Biking Overnight Touring Trip With an Overnight Stop All Terrain Vehicle - Overnight Touring Trip All Terrain Vehicle - Same Day Excursion Snowboarding Cross-country Skiing Snowshoeing Wilderness Skills Courses Ice Climbing Ice Skating Parachuting Hang Gliding Ice Hockey Football Baseball or Softball Board Games Volleyball Beach Volleyball Bowling Golf Tour Package to Play on Various Courses Hunting for Birds Salt-Water Fishing Trophy Fishing Bird Watching Visited National, Provincial / State Park Viewing Northern Lights Fresh Water Kayaking / Canoeing Ocean Kayaking / Canoeing Same Day Hiking Excursion While on a Trip of 1+ Nights White Water Rafting Swimming in Lakes Snorkeling in Sea / Ocean Scuba Diving in Sea/Ocean Parasailing Kite Surfing Snorkeling in Lakes / Rivers Jogging or Exercising Outdoors Recreational - Same Day Excursion Same Day Excursion Same Day Excursion Snowmobiling As an Overnight Touring Trip Snowmobiling Day Use on Organized Trail Downhill Skiing Cross-country or Back Country as an Overnight Touring Trip Dog Sledding In-Line / Rollerblading Hot Air Ballooning Curling Basketball Soccer Badminton Tennis Mini-Golf

Wildlife Viewing

Hiking, Climbing & Paddling

Boating & Swimming Ocean Activities Sailing & Surfing Freshwater Scuba & Snorkeling Exercising & Jogging Cycling Motorcycling Horseback Riding Snowmobiling & ATVing Downhill Skiing & Snowboarding Cross-country Skiing & Snowshoeing Wilderness Activities Skating Extreme Air Sports

Team Sports

Sports & Games