Travel activities and motivations survey — U.S. travel market

Participating in Aboriginal Cultural Experiences While on Trips of One or More Nights

Full report available in pdf format

A Profile Report — July 4, 2007
Executive summary

Over the last two years, 6.6% (14,641,128) of adult Americans engaged in an aboriginal cultural experience while on an out-of-town, overnight trip of one or more nights. A visit to an aboriginal heritage attraction was the most popular (4.6%), followed aboriginal arts and crafts shows (2.6%), sampling aboriginal cuisine (2.0%), attending aboriginal festivals or events (2.0%), engaging in an aboriginal cultural experience in a rural or remote setting (1.7%), and participating in an aboriginal outdoor adventure or sport (0.8%). 31.1% (4,552,422) of those participating in an aboriginal cultural experience reported that this activity was the main reason for at least one trip in the past two years.

Aboriginal Cultural Experiencers are typically middle-aged or older (45 years plus). Most are married but they are less likely than the average U.S. Pleasure Traveler to have dependent children (under 18) living at home. They are more likely than average to have an advanced educational degree and their household incomes ($79,911) are above-average. They are over-represented in Alaska, and the Mountain, Pacific and New England regions and tend to live in smaller cities, towns and rural areas.

Over the past two years, Aboriginal Cultural Experiencers were almost twice as likely to have taken a trip to Canada (28.1% versus 14.6%). The most common Canadian destinations were Ontario, British Columbia and Quebec, however they were over-represented among U.S. Travelers who visited all Canadian provinces and territories, and especially Western and Northern Canada, Newfound and Labrador and P.E.I.

Aboriginal Cultural Experiencers were much more likely than the average U.S. Pleasure Traveler to participate in a wide range of outdoor activities while on trips during the past two years. They were especially likely to have gone wildlife viewing and hiking, climbing and paddling. Aboriginal Cultural Experiencers were also more likely than average to participate in a wide range of cultural and entertainment activities on trips, and especially attractions which offer opportunities to learn (e.g., archaeological sites and digs, science & technology exhibits). They were also much more likely to have taken tours and cruises (e.g., wilderness tour). Consistent with this pattern, Aboriginal Cultural Experiencers seek vacations that offer something new and different to see and do as well as opportunities to learn (e.g., gain knowledge of history and other cultures or places).

Most in this segment use the Internet for trip planning (77.9%), and 56.9% have booked at least part of a trip online in the past two years. They are avid consumers of travel information and are more likely than average to obtain their travel information from the guides, brochures and websites of official tourism authorities. They also exhibit an above-average interest in news and current events programming.