Travel activities and motivations survey — Canadian travel market

Fishing While on Trips of One or More Nights

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A Profile Report — October 15, 2007
Executive summary

Over the last two years, 17.6% (4,351,708) of adult Canadians went fishing while on an out-of-town, overnight trip of one or more nights. Fishing was the fifth most common outdoor activity undertaken by Canadian Pleasure Travelers. Fresh-water fishing (15.3%) on trips was more common than ice fishing (3.9%), salt-water fishing (3.1%) or trophy fishing (0.5%). Among those who fished on trips, almost one-half (48.6%, or 2,115,688 adult Canadians) reported that fishing was the main reason for taking at least one trip. Fishing was the outdoor activity cited fifth most often as the main reason for taking a trip.

Relative to the average Canadian Pleasure Traveler, Anglers are predominantly male (61.2%), and well-represented among those 18 to 54. They have the fifth lowest household income ($76,370) and are the third least likely to have a university education of the 21 outdoor activity types. Anglers are overrepresented in Saskatchewan and Manitoba.

Relative to the other 21 outdoor activity types, Anglers primarily travel within their own province or region. They were the least likely of the 21 outdoor activity types to have taken a trip to another province or region in Canada and the second least likely to have traveled to the United States (47.3%). Nevertheless, Anglers are over-represented among visitors to Saskatchewan, Manitoba and the northern territories (e.g., Yukon, Northwest Territories, Nunavut).

Anglers were more active in outdoor activities while on trips than the average Canadian Pleasure Traveler. They were especially active in nature-oriented activities such as hunting, wilderness activities and snowmobiling and ATVing. Anglers also exhibit particular interest in sporting events (e.g., professional sports, amateur tournaments) both while traveling and not traveling. Anglers were most likely to go camping while on trips and to have pursued wilderness experiences (e.g., wilderness tours). They seek vacations that allow them to get away from their day-to-day environment, relax and relieve stress and find solitude and isolation.

Relative to the other 21 outdoor activity types, Anglers are less likely to use the Internet to plan (60.1%) or book travel (35.3%). They were the fourth least likely of the 21 outdoor activity types to use travel-related media and tend to rely on past experience, word-of mouth and maps when planning travel. Anglers can be most effectively targeted through outdoor and nature magazines and sports-related media.