Travel activities and motivations survey — Canadian travel market

Swimming and Boating While on Trips of One or More Nights

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A Profile Report — October 18, 2007
Executive summary

Over the last two years, 30.6% (7,579,543) of adult Canadians went swimming and boating while on an out-of-town, overnight trip of one or more nights. Swimming and boating was the third most common outdoor activity undertaken by Canadian Pleasure Travelers while traveling in the past two years. Swimming in lakes (26.2%) was the most popular activity, followed by motorboating (13.4%) and waterskiing (4.1%). 2.5% (613,306) of adult Canadians participated in all three activities when on trips in the past two years. Of those who went swimming or boating, 27.2% (2,063,351) reported that this activity was the main reason for taking at least one trip.

Swimmers and Boaters tend to be younger than the average Canadian Pleasure Traveler and are over-represented among Young Singles, Young Couples and Mature Families (i.e., those with teenage children). This activity segment is moderately affluent with an above-average level of education (33.3% have a university degree — ranked 13th of 21 outdoor activity types) and household incomes ($78,007 ranked 12th of 21 outdoor activity types). They are well-represented in all regions of Canada.

Swimmers and Boaters tend to travel primarily within their own province or region (93.4%). They were the 16th most likely to have taken a trip to an adjacent province or region (54.6%) and 19th most likely of the 21 outdoor activity types to have traveled to a non-adjacent province or region (33.5%). They were the 16th most likely to have traveled to the United States (54.3%), but more likely than the average Canadian Pleasure Traveler to have visited Mexico (14.8%) and the Caribbean (17.9%).

While traveling, Swimmers and Boaters were highly active in family-oriented activities (e.g., sports and games, horseback riding), other water-based activities (e.g., sailing and surfing, fresh water scuba and snorkeling) and strenuous, outdoor activities (e.g., downhill skiing and snowboarding, cycling). They were also more likely than average to attend sporting events (e.g., amateur tournaments, professional sporting events), musical concerts, festivals and attractions and theme parks and exhibits. They tend to stay at public and private campgrounds or at lakeside or riverside resorts. Swimmers and Boaters seek vacation destinations with many activities for adults and children that are both relaxing and provide an escape from their day-to-day environment.

Swimmers and Boaters are moderate users of the Internet plan (68.8%) and book (43.2%) travel. They are more likely than average to use official travel information sources (e.g. guides and brochures, visitor information centres, websites) and can also be effectively targeted through sports-related media and family-related media.