Travel activities and motivations survey — Canadian travel market

Visiting Historical Sites, Museums and Art Galleries While on Trips of One or More Nights

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A Profile Report — November 3, 2007
Executive summary

Over the last two years, 43.4% (10,751,004) of adult Canadians visited a historical site, museum or art gallery while on an out-of-town, overnight trip of one or more nights. Visiting historic sites and buildings was the most popular activity (e.g., strolling around a city, 30.6%, well-known sites and buildings, 22.5%, other sites and monuments, 18.5%), followed by viewing natural wonders (18.1%) and visiting general history museums (17.4%), art galleries (14.5%), historical replicas (7.9%), military museums (7.1%) and paleontological or archaeological sites (5.4%). Other than shopping and dining, visiting historical sites, museums and art galleries was the most common activity undertaken by Canadian Pleasure Travelers while on trips in the past two years. Of those who visited historical sites, museums and galleries, 29.2% (3,138,722) reported that this activity was the main reason for taking at least one trip.

Demographically, travelers who visited historical sites, museums and art galleries are similar to the average Canadian Pleasure Traveler in terms of gender, age and marital status. However, their level of education and household incomes ($76,691) are slightly above-average. They are over-represented in Ontario, British Columbia and Alberta.

Those who visited historical sites, museums and art galleries while on trips are less frequent travelers than many other culture and entertainment activity types. They were the 18th most likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (88.3%), the 15th most likely to have traveled to an adjacent province or region (54.9%) and the 13th most likely to have visited a non-adjacent province or region (36.8%). Their out-of-country travel is also below-average. They were the 19th most likely to have visited the United States (56.2%), the 14th most likely to have visited Mexico (14.7%), the 13th most likely to have taken a trip to the Caribbean (16.7%) and the 9th most likely to have traveled overseas (30.7%).

Those who visited historical sites, museums and art galleries while on trips are more likely to patronize live art performances (e.g., live theatre, live arts) and visit a wide array of educational attractions (e.g., science and technology exhibits) while on trips. They are also quite active in outdoor activities and especially those that are nature-based (e.g., wildlife viewing, hiking, climbing and paddling). They seek vacation destinations that are intellectually stimulating, novel and provide learning opportunities.

Relative to the average Canadian Pleasure Traveler, this activity segment is an average user of the Internet to plan (68.3%) and book (45.4%) travel. However, they are above-average consumers of travel media and can also be effectively targeted through science and nature media, history and biography media and current events media.