Travel Activities and Motivations Survey

Canadian Travelers to Alberta

Full report available in pdf format

Canadian Travel Market

A Profile Report — February 1, 2008

Executive summary

Over the last two years, 15.4% of adult Canadians (3,428,894) took an overnight trip from another province to the province of Alberta. 70.9% (2,429,375) of these Alberta trips were "pleasure trips". Among those who took a pleasure trip to Alberta, 46.5% took two or more pleasure trips to Alberta during the last two years. Alberta was the fourth most frequently visited Canadian destination by Canadian Pleasure Travelers who visited other provinces.

Those who visited Alberta are most likely to live in Saskatchewan and, to a lesser extent, British Columbia and Manitoba. Those from Quebec were the least likely to have taken a trip to Alberta.

Relative to the average Canadian Pleasure Traveler, visitors to Alberta are slightly over-represented among those 18 to 34 year olds and among those 55 or older. The majority are married and do not have dependent children 18 or younger living at home. They are more likely to have a university degree and report above-average household incomes. As such, those who visited Alberta are over-represented among young singles and young couples and more mature, affluent couples.

Alberta Visitors are more active than the average Canadian Pleasure Traveler in culture and entertainment activities while on trips. They were especially likely to have attended equestrian and western events as well as sporting events while on trips. Relative to others, visitors to Alberta were also more likely to have taken part in educational, participatory activities and to have visited educational exhibits. They were also very active in outdoor activities while on trips, and especially nature-oriented activities, golfing, downhill skiing and snowboarding and fitness activities. Visitors to Alberta most often stayed in campgrounds or resorts, but were especially likely to have stayed in wilderness settings, ski or mountain resorts and farm or guest ranches.

Alberta Visitors prefer vacations that provide physical challenge, intellectual stimulation, novelty and learning opportunities. They are also more likely to take vacations to renew personal connections with family members and friends and, on occasion, to seek solitude and isolation. These findings suggest that Alberta should promote its unique outdoor recreation activities as well as its western culture to the Canadian marketplace.

Alberta Visitors are above-average users of the Internet to plan (67.9%) and book travel (48.9%). They are only slightly above-average consumers of travel media and may be more effectively reached through country music radio, sports media and magazines pertaining to photography and video, science and geography and crafts, antiques and collectibles.