Travel activities and motivations survey - Canadian Travel Market

Out-of-Region Travel by Residents of the Atlantic Region

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A Profile Report — February 8, 2008
Executive summary

Over the last two years, 56.2% (1,023,397) of adult residents of the Atlantic Region took an overnight trip outside of the Atlantic Region (for any purpose). 88.8% (908,861) of those who took a trip outside of the region report that they took at least one out-of-region, pleasure trip during the past two years. (Note: Given the structure of the Canadian TAMS database, travel between the Atlantic Region provinces is not classified as out-of-province travel.) 56.2% of the out-of-region pleasure trips were to other Canadian destinations, while 46.7% of the out-of-region pleasure trips were to destinations outside of Canada.

Relative to those who only took pleasure trips within the Atlantic Region, residents who traveled outside of the region are more likely to be female, 55 years of age and older, not married and without children 18 or younger living at home. They are also more likely to have a university degree and report higher household incomes. This suggests that those who traveled outside of the region may have more discretionary income for travel activities and fewer parental commitments.

91.7% of those who took a trip outside of the Atlantic Region also took a trip within the region during the last two years. 40.8% took a trip to the adjacent province of Quebec while 65.1% took a trip to a non-adjacent province, most often Ontario and Alberta. In terms of out-of-country travel, they most often visited the United States.

Relative to within-region pleasure travelers, out-of-region travelers were especially likely to have participated in cultural and entertainment activities including attending live art performances, literary and film festivals, professional sporting events and equestrian and western events. They were also more like than others to have visited historical sites, museums and art galleries, to have taken part in educational, participatory activities, to have gambled in a casino and to have participated in a wine, beer or food tasting while on trips. Out-of-region travelers were also more likely to have golfed and skied and to have participated in nature-oriented activities and resort-based, water activities while on trips.

Out-of-region travelers are more likely to prefer vacations that provide intellectual stimulation, learning opportunities, novelty and a chance to be pampered. They are also more likely to take vacations to renew personal connections with friends.

Out-of-region travelers are much more likely than within-region travelers to use the Internet to plan (59.5% vs. 25.5%) and book travel (40.9% vs. 5.1%). They may also be targeted through travel media, news media, business, finance and investing magazines and multicultural, jazz / big band or classical music radio stations.