Travel Activities and Motivations Survey

Out-of-Province Travel by Residents of British Columbia

Full report available in pdf format

Canadian Travel Market

A Profile Report — February 7, 2008

Executive summary

Over the last two years, 78.5% (2,611,359) of adult British Columbia residents took an out-of-province, overnight trip (for any purpose). 89.4% (2,334,739) of those who traveled outside of British Columbia took at least one out-of-province, pleasure trip in the past two years. Those taking out-of-province trips were more likely to have traveled outside of Canada (78.5%) than within Canada (58.8%). In terms of Canadian travel, British Columbians most often visited Alberta (50.9%). In terms of out-of-country travel, they most often visited the United States (66.3%) and overseas destinations (30.5%).

Relative to within-province travelers, out-of-province travelers are more likely to be 55 to 64 years old, married and without dependent children. Out-of-province travelers are also much more likely to have university degrees and higher household incomes. As such, affluent, mature couples are over-represented among out-of-province travelers.

Out-of-province travelers were much active in culture and entertainment activities while on trips than within-province travelers. They were especially likely to have visited historical sites, museums and art galleries, to have attended live art performances and sporting events, to have gambled in casinos, to have taken part in a wine, beer or food tasting and to have visited spas while on trips. Out-of-province travelers were also much more likely to have played golf, gone skiing, taken part in fitness activities and participated in nature-oriented activities. On the other hand, within-province travelers more often went fishing, horseback riding and motorcycling while on trips. Out-of-province travelers most often stayed at resorts while within-province travelers were more likely to go camping. Out-of-province travelers were especially likely to have taken organized tours, city tours and scenic countryside drives. Within-province travelers rarely took organized tours and primarily took self-guided tours and scenic country-side drives.

Out-of-province travelers prefer luxurious vacations at culturally distinctive destinations that are both intellectually stimulating and physically challenging and that offer novelty and opportunities to learn. Within-province travelers prefer vacations that allow them to keep family ties alive, at destinations that are conveniently accessible by car, have a familiar culture and language, lots of activities for children and that have either budget-priced accommodation or camping available.

Out-of-province travelers are much more likely than within-province travelers to use the Internet to plan and book travel. Out-of-province travelers may be most effectively reached through travel media, cuisine-related media, sports media, city lifestyle magazines, business and finance magazines and soft rock radio stations. Within-province travelers may be best reached through home-oriented magazines, daytime soap operas and both alternative rock music and country music radio stations.