Travel activities and motivations survey — Canadian travel market

Attending Equestrian and Western Events While on Trips of One or More Nights

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A Profile Report — November 26, 2007
Executive summary

Over the last two years, 5.0% of adult Canadians (1,228,367) attended an equestrian or western event while on an out-of-town, overnight trip of one or more nights. 2.6% attended a western-themed event such as a rodeo, 2.1% attended a horse race and 0.9% attended an equine competition. Attending an equestrian or western event while on a trip was only the 19th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. However, of those who attended equestrian and western events, 36.1% (443,400) reported that this activity was the main reason for taking at least one trip. This is the 5th most common reason for travel among those participating in each of the 21 culture and entertainment activity types.

Relative to the average Canadian Pleasure Traveler, Equestrian and Western Event Attendees are over-represented among those 55 years and older and especially Senior Singles. They are more likely than average to have a high school education or less and they report the second lowest household income ($72,488) of the 21 culture and entertainment activity types. They are over-represented among Canadian Pleasure Travelers living in Alberta and Saskatchewan.

Despite relatively modest means, Equestrian and Western Event Attendees are frequent domestic travelers. While they were only the 10th most likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (90.6%), they were the second most likely to have traveled to an adjacent province or region (62.3%) and the 3rd most likely to have visited a non-adjacent province or region (44.2%) in the past two years. They were also the 10th most likely to have visited the United States (59.4%), the 3rd most likely to have visited Mexico (18.7%) and the 8th most likely to have taken a trip to the Caribbean (19.2%).

Equestrian and Western Event Attendees are much more likely than the average Canadian Pleasure Traveler to attend festivals and fairs and sporting events while on trips. They also enjoy participatory historical activities (e.g., agro-tourism), comedy festivals and clubs and casinos. They were more than twice as likely to go horseback riding and motorcycling while on trips and are most likely to stay in public or private campgrounds when they travel. They seek vacations that create lasting memories, offer something new to see and do and allow them to reconnect with friends.

Equestrian and Western Event Attendees are less likely to use the Internet to plan (63.1%) and book (42.2%) travel than the other culture and entertainment activity types. And while they are above-average consumers of travel media, this activity segment can best be reached through sports media and country and western radio stations.