Travel activities and motivations survey — Canadian travel market

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

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A Profile Report — November 4, 2007
Executive summary

Over the last two years, 8.6% (2,139,302) of adult Canadians participated in aboriginal cultural experiences while on out-of-town, overnight trips of one or more nights. Aboriginal heritage attractions such as museums (5.7%) were the most popular followed by aboriginal arts and crafts shows (3.7%), sampling aboriginal cuisine (2.5%) and taking part in aboriginal cultural experiences in rural or remote settings (2.1%), aboriginal festivals or events such as Pow Wows (2.0%) and aboriginal outdoor adventures or sports (0.8%). Of those who participated in aboriginal cultural experiences, 24.9% (532,032) reported that this activity was the main reason for taking at least one trip.

Those who took part in an aboriginal cultural experience are over-represented among females (56.1%) as well as those in the 18 to 24 and the 55 to 64 age groups. While the majority are married, they are over-represented among singles and those without dependent children (less than 18) living at home. They have an above-average level of education (38.8% university degree) and above-average household incomes ($76,696). They are over-represented in British Columbia.

Those who took part in aboriginal cultural experiences while on trips are more frequent travelers than many other culture and entertainment activity types. They were the 3rd most likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (93.0%), the 7th most likely to have traveled to an adjacent province or region (59.4%) and the 8th most likely to have visited a non-adjacent province or region (36.8%). On the other hand, their out-of-country travel is only average, if not below-average. They were the 16th most likely to have visited the United States (58.8%), the 9th most likely to have visited Mexico (16.5%), the 17th most likely to have taken a trip to the Caribbean (16.1%) and the 8th most likely to have traveled overseas (31.8%).

Those who took part in aboriginal cultural experiences while on trips were highly active. They were especially likely to take part in participatory, educational attractions (e.g., participatory historical activities, agro-tourism), attend live art performances (e.g., high arts, musical concerts, live theatre) and participate in nature-oriented outdoor activities (e.g., wildlife viewing; hiking, climbing and paddling). They prefer vacations that offer novelty, intellectual stimulation and educational opportunities.

This segment is an above-average user of the Internet to plan (69.5%) and book (48.5%) travel. They are also above-average consumers of travel-related media and may also be targeted through educational, nature-oriented magazines and television programs (e.g., science and geography magazines, science and nature television shows).