Travel Activities and Motivations Survey

Canadian Travelers to Manitoba

Full report available in pdf format

Canadian Travel Market

A Profile Report — January 24, 2008

Executive summary

Over the last two years, 5.9% of adult Canadians (1,404,951) took an overnight trip to Manitoba from another province. 59.9% (842,273) of those who took a trip to Manitoba report taking a "pleasure trip" to the province. During the past two years, Manitoba was the least frequently visited Canadian destination by Canadian Pleasure Travelers who visited another province in Canada.

Those who took a pleasure trip to Manitoba are most likely to live in Saskatchewan, and to a lesser extent, Alberta and British Columbia. Those from Quebec were the least likely to have taken a pleasure trip to Manitoba during the last two years.

Canadian Pleasure Travelers who visited Manitoba are over-represented among those 55 and older who are married and do not have children 18 and younger living at home. Their level of education and household incomes are comparable to that of the average Canadian Pleasure Traveler.

Canadians who visited Manitoba from another province are somewhat more active than other Canadian Pleasure Travelers in culture and entertainment pursuits while on trips, and especially in nature-oriented outdoor activities (e.g., fishing, hunting, wildlife viewing), educational, participatory activities (e.g., participatory historical activities, aboriginal cultural experiences, agro-tourism) and educational attractions (e.g., science and technology exhibits, garden-themed attractions). They are also more likely to go camping and stay in a wilderness setting and frequently take multi-location, self-guided tours and tours using a motor-home or RV. They prefer vacations that provide intellectual stimulation, allow them to keep family ties alive and that offer an opportunity to renew connections with friends.

Canadians who took a trip to Manitoba are more likely than others to obtain travel information from automobile clubs such as CAA, maps and the official travel brochures and information centers of specific states or provinces. They are only average users of the Internet and the travel media. However, this travel segment may also be effectively reached through educational television programming (e.g., history, science and nature, biography), news media (e.g., news magazine, news / information / talk radio stations, news websites) and outdoor activity and sports magazines and crafts, antiques and collectibles magazines. They are also more likely than others to listen to country and western radio stations.