Travel activities and motivations survey — Canadian travel market

Attending Amateur Tournaments While on Trips of One or More Nights

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A Profile Report — December 6, 2007
Executive summary

Over the last two years, 8.8% of adult Canadians (2,178,005) attended an amateur tournament or competition while on an out-of-town, overnight trip of one or more nights. The amateur tournaments and competitions attended were primarily sports-related (8.4%) rather than non-sports-related (1.0%). Attending an amateur tournament on a trip was the 13th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. However, of those who attended amateur tournaments or competitions, 50.7% (1,105,337) reported that this activity was the main reason for taking at least one trip, the second most of any of the activities.

Those who attended amateur tournaments while on trips are more likely to be male (54.5%) and they over-represented among both Young Singles (who are likely participants) and Mature Families with teenage children (who are likely to be the parents of the participants). They are the 19th most likely of the 21 culture and entertainment activity types to have a university education (31.4%), but report the 4th highest household income ($80,625). They are over-represented in Saskatchewan.

Amateur Tournament Attendees are primarily shorter-haul, domestic travelers. They were the 2nd most likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (93.4%), but only the 10th most likely to have traveled to an adjacent province or region (57.4%) and the 17th most likely to have visited a non-adjacent province or region (35.5%) in the past two years. They were also the 14th most likely to have visited the United States (58.9%), the 15th most likely to have traveled to the Caribbean (16.4%) and the least likely of the 21 culture and entertainment activity types to have traveled to Mexico (12.8%) and overseas (21.0%).

Amateur Tournament Attendees are avid sports enthusiasts and frequently attend other sporting events (e.g., professional sports, equestrian and western events) while on trips. They were also more likely than average to attend festivals (e.g., comedy festivals), concerts and live theatre while traveling. They are highly active in outdoor activities and especially team sports, exercising and jogging and sports and games. They tend to take family vacations and look for destinations that offer lots to see and do for both adults and children and an opportunity to enjoy and nurture family relationships.

Relative to the other culture and entertainment activity types, those who attended amateur tournaments are below-average users of the Internet to plan (68.3%) and book (41.0%) travel. They are also below-average consumers of travel media. However, this activity segment can be effectively reached through all types of sports media (e.g., professional sports magazines, television sports, all-sports radio and sports websites).