Travel activities and motivations survey — Canadian travel market

Attending Musical Concerts, Music Festivals and Musical Attractions While on Trips of One or More Nights

Full report available in pdf format

A Profile Report — December 7, 2007
Executive summary

Over the last two years, 24.4% of adult Canadians (6,038,755) attended a musical concert, music festival or a musical attraction while on an out-of-town, overnight trip of one or more nights. Attending a free outdoor performance in a park (13.0%) was the most popular musical trip activity followed by a rock or pop music concert (9.8%), a music festival (5.5%), a country and western music concert (4.0%), a musical attraction (3.8%) and a jazz concert (3.1%). Attending a musical concert, festival or attraction on a trip was the 5th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Of those who attended a musical concert, festival or attraction, 37.9% (2,288,124) reported that this activity was the main reason for taking at least one trip. This was the 4th most common reason for travel.

Relative to the average Canadian Pleasure Traveler, those who attended musical concerts, festivals and attractions while on trips are slightly more likely to be female (52.7%), 18 to 34 years of age and single. They were the 11th most likely of the 21 culture and entertainment activity types to have a university degree (34.5%). They have the 4th lowest average household income ($74,509), perhaps reflecting the fact that this segment is the 4th youngest and over-represented by single income households.

Relative to the other culture and entertainment activity types, those who attended musical concerts, festivals and attractions are slightly below-average travelers. They were the 9th most likely to have taken a trip within their own province or region (90.6%), the 14th most likely to have traveled to an adjacent province or region (55.1%) and the 16th most likely to have visited a non-adjacent province or region (35.7%) in the past two years. They were also the 17th most likely to have visited the United States (56.8%), the 11th most likely to have traveled to the Caribbean (17.7%) and 12th most likely to have traveled to Mexico (17.7%) in the past two years.

Travelers who attended musical concerts, festivals and attractions are more likely than others to attend festivals (e.g., comedy festivals, literary and film festivals) and live art performances (e.g., live theatre, high art performances) while on trips. As the 4th youngest activity segment, they are also very active in outdoor activities and especially fitness-related activities (e.g., exercising and jogging, cycling). They seek high-energy vacations that offer novelty, experiential learning opportunities and physical challenge.

Despite the younger age of this activity segment, they are less likely than other activity segments to use the Internet to plan (67.5%) and book (44.6%) travel. They can be most effectively targeted through pop entertainment media (e.g., music video channels, entertainment magazines and websites) and jazz or modern rock radio stations.