Travel activities and motivations survey — Canadian travel market

Hiking, Climbing and Paddling While on Trips of One or More Nights

Full report available in pdf format

October 17, 2007
Executive summary

Over the last two years, 25.4% (6,281,852) of adult Canadians went hiking, climbing and paddling while on an out-of-town, overnight trip of one or more nights. Hiking, climbing and paddling was the fourth most common outdoor activity undertaken by Canadian Pleasure Travelers. Hiking as a sameday excursion (18.1%) was the most popular activity, followed by freshwater canoeing or kayaking (8.9%), hiking as an overnight trip (5.6%), ocean kayaking or canoeing (3.0%), mountain climbing or trekking (2.5%), white-water rafting (2.1%), and rock climbing (1.2%). Of those who went hiking, climbing or paddling, 33.9% (2,126,660) reported that this activity was the main reason for taking at least one trip. This activity was the eleventh most common outdoor activity type cited as the main reason for taking a trip.

Hikers, Climbers and Paddlers are equally divided among males and females. They tend to be younger than the average Canadian Pleasure Traveler and are over-represented among young singles and young couples. This is a well-educated segment with 40.1% having a university degree (the sixth highest of the 21 outdoor activity types) and above-average household incomes ($77,490). Hikers, Climbers and Paddlers are over-represented in Alberta, British Columbia and Quebec.

Almost all Hikers, Climbers and Paddlers have taken a trip within Canada during the past two years (98.5%) and they were more likely to have traveled to other provinces and regions in Canada than the average Canadian Pleasure Traveler. They were especially over-represented among visitors to Alberta, British Columbia and the northern territories.

Hikers, Climbers and Paddlers are very active in outdoor activities and especially in strenuous, high-energy activities (e.g., cross country skiing, cycling, fresh water scuba and snorkeling) both while traveling and not traveling. They are also more likely than average to have taken part in participatory cultural activities (e.g., participatory historical activities, aboriginal cultural experiences) and to have patronized live arts performance (e.g., musical concerts, high arts). They typically stay in public campgrounds and resorts and an exhibit above-average interest in wilderness activities and tours. They seek novelty, intellectual stimulation and physical challenges when they travel.

Hikers, Climbers and Paddlers are among the most frequent users of the Internet to plan (75.1%) and book (49.9%) travel. They are also above-average consumers of tourism media. In addition to these channels, Hikers, Climbers and Paddlers can be effectively targeted through science and nature media (e.g., science and geography magazines) and electronic product media (e.g., photography and video magazines; computers, electronics and technology).