Travel activities and motivations survey — Canadian travel market

Cross-Country Skiing and Snowshoeing While on Trips of One or More Nights

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A Profile Report — October 26, 2007

Executive Summary

Over the last two years, 6.9% (1,715,769) of adult Canadians went cross-country skiing or snowshoeing while on an out-of-town, overnight trip of one or more nights. Cross-country skiing or snowshoeing was the 14th most common outdoor activity undertaken by Canadian Pleasure Travelers while traveling in the past two years. Sameday cross-country skiing (4.6%) and snowshoeing (3.2%) were much more popular than back-country skiing as an overnight touring trip (0.9%). 35.3% (605,715) of Cross-Country Skiers and Snowshoers cited this activity as the main reason for taking at least one trip.

Cross-Country Skiers and Snowshoers are more likely to be female (54.0%) and slightly over-represented among those 18 to 34 years of age. They also especially over-represented among Young Singles and Young Couples. They are the most likely of the 21 outdoor activity types to have a university education (44.8%) and their household income ($78,897) is also above-average. They are most commonly live in Quebec.

Cross-Country Skiers and Snowshoers are frequent travelers. They were the most likely of the 21 outdoor activity types to have taken a trip within their own province or region (96.6%) and the second most likely to have traveled to a non-adjacent province or region (42.4%) in the last two years. They were especially likely to have visited Quebec, Prince Edward Island, Nova Scotia and the Northern Territories in the last two years. Cross-Country Skiers and Snowshoers are less likely to take out-of-country trips. They were the 14th most likely to have visited the United States (54.9%), the 19th most likely to have visited Mexico (12.3%) and the 10th most likely to have taken a Caribbean trip (18.9%).

Cross-Country Skiers and Snowshoers were highly active in both outdoor activities and culture and entertainment pursuits while traveling. Relative to the average Canadian Pleasure Traveler, Cross-Country Skiers and Snowshoers exhibited particular interest in nature-based activities (e.g., hiking, climbing and paddling, wilderness tours) as well as physically challenging winter (e.g., downhill skiing and snowboarding) and summer activities (e.g., sailing and surfing, exercising and jogging). They were also very active in culture pursuits (e.g., literary and film festivals, high art performances, aboriginal cultural experiences) reflecting their keen interest in learning. They seek vacations that are unique and different, intellectually stimulating and physically challenging.

Cross-Country Skiers and Snowshoers are above-average users of the Internet to plan (76.7%) and book travel (49.2%). They were also more likely than others to use guidebooks and official tourism information to plan trips. They can be effectively targeted through the travel media, through nature, outdoors and science media and though news and current events media.