Travel activities and motivations survey - U.S. travel market

Attending Theatre, Film & Music Festivals While on Trips of One or More Nights

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A Profile Report — July 4, 2007
Executive summary

Over the last two years, 6.5% (14,172,252) of adult Americans attended a theatre, film or music festival while on an out-of-town, overnight trip of one or more nights. Attending music festivals (4.8%) was the most common activity followed by attending theatre festivals (1.2%), comedy festivals (0.8%), international film festivals (0.7%), and literary festivals or events (0.7%). Almost one-half of those who attended a theatre, film or music festival while on a trip (45.9%, or 12,602,543 adult Americans) reported that this activity was the main reason for taking at least one trip in the past two years.

Relative to the average U.S. Pleasure Traveler, those who attended theatre, film or music festivals while on trips were overrepresented among younger travelers (18 to 24 years old). While most in this segment are married, they are over-represented among singles and those without dependent children (18 or younger) living at home. They are generally well-educated, but reflecting their age, their household incomes ($79,645) are only slightly above-average. They are more likely to live in larger cities.

Over the past two years, those who attended theatre, film and music festivals while on trips traveled more frequently than the average U.S. Pleasure Traveler and they were more likely to have taken a trip to Canada (25.1% versus 14.6%). The most common Canadian destinations were Ontario, Quebec and British Columbia, although this segment is over-represented among U.S. visitors to all Canadian provinces and territories. As such, this segment is a prime target for Canadian tourism initiatives.

Those who attended theatre, film and music festivals while on trips were very active when traveling. They were much more likely than the average U.S. Pleasure Traveler to participate in cultural activities (e.g., attending high art performances) and entertainment activities (e.g., rock concerts, recreational dancing) while on trips. They were also much more likely to participate in outdoor activities, and especially strenuous outdoor activities (e.g., downhill skiing and snowboarding). They most often stayed at seaside resorts or public campgrounds, and frequently took tours and cruises while traveling during the past two years. They seek vacations that are novel, social, intellectually stimulating and energetic and are more responsive to discount travel packages than are other travelers.

Most in this segment plan (75.8%) and book travel (56.8%) over the Internet. They can be targeted most effectively through radio stations and television with musical programming and magazines which focus on a given region or city (e.g., the New Yorker). They are also avid consumers of travel-related media and more likely than most U.S. Pleasure Travelers to make use of official tourism guides and information centres.