Travel activities and motivations survey - U.S.Travel Market

U.S. Travelers to Canada

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A Profile Report — January 31, 2008
Executive Summary

Over the last two years, 11.2% of adult Americans (24,789,506) took an overnight pleasure trip to Canada. This represents 14.5% of U.S. Pleasure Travelers. Of those who visited Canada, 24.7% reported taking two or more pleasure trips to Canada during the last two years. The majority of U.S. Pleasure Travelers who visited Canada took a trip to Ontario (56.7%). British Columbia (28.3%) was the second most popular Canadian destination followed by Quebec (21.3%) and Nova Scotia (9.2%).

Those who visited Canada tend to be older (59.7% are 45 years of age or older), predominantly married (72.5%) and less likely to have children 18 or younger living at home (76.9%). They are much more likely to have a university education (68.8%) and to report household incomes of $100,000 or more. Accordingly, U.S. visitors to Canada are over-represented among affluent, mature couples.

U.S. Pleasure Travelers who visited Canada are much more active than the average U.S. Pleasure Traveler in culture and entertainment pursuits while on trips. They are especially likely to have taken part in participatory, educational activities (e.g., aboriginal cultural experiences), to have visited educational attractions (e.g., museums, science and technology exhibits) and to have attended live art performances (e.g., high art performances, live theatre) while on trips. They were also more likely to have taken part in a wine, beer or food tasting, to have gambled in a casino, to have attended a sporting event and to have attended theatre, film or music festivals. Their cultural pursuits reflect their interest in learning experiences, intellectual stimulation, novelty and live entertainment. Visitors to Canada were also very active in outdoor activities while on trips and especially nature-oriented activities (e.g., wildlife viewing), skiing, resort-based, water activities and fitness activities. They are much more likely than the average U.S. Pleasure Traveler to have taken tours and cruises, and especially freshwater and ocean cruises, multi-location, organized tours and tours of wineries, factories and casinos. They prefer vacations in culturally distinctive destinations that provide intellectual stimulation, learning opportunities and novelty.

Those who visited Canada are above-average users of the Internet to plan (77.4%) and booking travel (58.4%). They are also above-average consumers of travel media. They may also be effectively targeted through science, nature and history television programming and magazines, news and current events media, business, finance and investing magazines and classical music and all news / talk / information radio stations.