Travel Activities and Motivations Survey

Canadian Travelers to the Atlantic Region

Full report available in pdf format

Canadian Travel Market

A Profile Report — February 4, 2008

Executive summary

Over the last two years, 11.3% of adult Canadians (2,594,391) from other provinces took an overnight trip to the Atlantic Region. 74.3% (1,928,287) of these Atlantic Region trips were "pleasure trips". Among those who took a pleasure trip to the Atlantic Region, 74.0% took two or more pleasure trips to the Atlantic Region, a repeat-visitor rate higher than any other province in Canada. During the last two years, the Atlantic Region was the fifth most frequently visited Canadian destination by Canadian Pleasure Travelers.

Those who visited the Atlantic Region were most likely to live in Quebec and Ontario. Saskatchewan residents were the least likely to have taken a trip to the Atlantic Region.

Canadian Pleasure Travelers tend to be older than the average Canadian Pleasure Traveler and are more likely to be married. They are also more likely to have a university degree (38.4% versus 31.0% overall) and to report a household income of $100,000 or more (34.3% versus 23.6% overall). Accordingly, affluent mature couples are over-represented among visitors to the Atlantic Region.

Those who visited the Atlantic Region are more active than the average Canadian Pleasure Traveler in culture and entertainment pursuits while on trips. They exhibit particular interest in history-related activities. They were also more likely than others to attend live art performances (e.g., musical concerts, festivals and attractions, live theatre), and literary and film festivals and to have taken part in wine, beer and food tastings while on trips. They were also more likely to have participated in nature-oriented activities (e.g., wildlife viewing, hiking, climbing and paddling, wilderness activities) and fitness activities (exercising and jogging, cycling) while on trips. Atlantic Region Visitors are much more likely than average to have taken tours and cruises during the last two years and especially self-guided and organized, multi-location tours and scenic country drives. Public campgrounds, lakeside or riverside resorts and seaside resorts were particularly popular accommodation choices for this segment.

Atlantic Region Visitors prefer vacations at culturally distinctive destinations that offer novelty, intellectual stimulation and learning opportunities and create lasting memories. This suggests that the Atlantic Region should promote its unique history, geography and culture to the Canadian travel market.

Atlantic Region Visitors are above-average users of the Internet for planning (67.8%) and booking travel (46.0%). They are also above-average consumers of travel media. They may be effectively targeted through city lifestyle magazines, home and garden television, news and current events media and oldies (50s to 80s), jazz / big band and adult, contemporary music radio stations.