Travel activities and motivations survey — Canadian travel market

Attending Literary and Film Festivals While on Trips of One or More Nights

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A Profile Report — November 12, 2007
Executive summary

Over the last two years, 1.9% (475,012) of adult Canadians attended a literary or film festival while on an out-of-town, overnight trip of one or more nights. International film festivals (1.3%) were attended more often than literary festivals or events (0.8%). Attending a literary or film festival while on a trip was the least frequent of the 21 culture and entertainment activity types undertaken by Canadian Pleasure Travelers in the past two years. However, this is one of the most active culture and entertainment activity types in the marketplace. Of those who visited literary or film festivals or events, 30.1% (142,919) reported that this activity was the main reason for taking at least one trip.

Travelers who attended literary or film festivals are more often female (55.6%) and over-represented among young singles and mature singles. They are the most likely of the 21 activity segments to have a university degree (54.0%). However, reflecting the fact that this segment is over-represented by single income households, they have the 4th lowest average household income ($74,701). They are over-represented among Canadian Pleasure Travelers living in Quebec and British Columbia.

Literary or film festival attendees are more frequent long-haul travelers than most of the other culture and entertainment activity types. While they were the 2nd least likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (87.0%), they were the most likely to have traveled to an adjacent province or region (67.2%) and the most likely to have visited a non-adjacent province or region (48.4%) in Canada. They were also the 2nd most likely to have visited the United States (65.5%) and the most likely to have traveled overseas (48.2%). However, they were only the 7th most likely to have traveled to the Caribbean (21.5%) and the 13th most likely to have visited Mexico (15.5%) in the past two years.

Travelers who attended literary and film festivals were two to four times more likely to have patronized live art performances (e.g., high art performances, musical concerts) and to have taken part in experiential activities (e.g., tastings, aboriginal cultural experiences) while traveling. They were also much more likely than others to have participated in outdoor activities and especially nature-related (e.g., wildlife viewing) and fitness-oriented activities (e.g., exercising and jogging). They seek vacations that offer novelty, intellectual and physical stimulation and a chance to reconnect with their friends.

Literary and film festival attendees are among the heaviest users of the Internet to plan (71.8%) and book (52.8%) travel. They are avid consumers of travel media and may also be effectively targeted through speciality magazines and multicultural, classical music and jazz / big band radio stations.