Travel Activities and Motivations Survey — Canadian Travel Market

Out-of-Province Travel by Residents of Manitoba

Full report available in pdf format

A Profile Report — January 24, 2008
Executive summary

Over the last two years, 73.3% (618,121) of adult, Manitoba residents took an out-of-province, overnight trip (for any purpose). Overall, 92.5% of those who took a pleasure trip (i.e., Pleasure Travelers) report taking at least one pleasure trip outside of the province. Manitoba Pleasure Travelers, along with Saskatchewan Pleasure Travelers, are the most likely to take pleasure trips outside of their provinces. However, 68.8% of those who took a trip outside of Manitoba also took a trip within the province in the last two years. In terms of out-of-province Canadian travel, 76.7% took an out-of-province trip to an adjacent province and 64.1% took a trip to a non-adjacent province. In terms of out-of-country travel, Manitoba residents primarily took trips to the United States (60.2%). Only 13.1% took a trip to Mexico, 9.8% traveled to the Caribbean and 9.9% took a trip to an overseas destination in the last two years.

Manitoba residents who took out-of-province pleasure trips are over-represented among those who are 34 years old and younger. By contrast, those who only traveled within Manitoba are over-represented among those 45 to 54. Out-of-province travelers are more likely to have a university degree and report higher average household incomes.

Manitoba residents who took a trip outside of the province were very active in culture and entertainment pursuits while traveling. They were especially likely to have attended live art performances (e.g., high art performances, live theatre) and professional sporting events and to have visited historical sites, museums and art galleries, science and technology exhibits and garden-themed attractions while on trips. They are also much more active in outdoor activities while on trips and particularly resort-based activities (e.g., swimming in the ocean, sunbathing, sailing and surfing), strenuous outdoor activities (e.g., downhill skiing, exercising and jogging) and competitive sports (e.g., team sports, golfing). By contrast, within-province travelers were more likely to go hunting, cross-country skiing, snowmobiling, ATVing and motorcycling while on trips. Those who traveled outside of Manitoba seek vacations that provide intellectual stimulation, learning opportunities and novelty. By contrast, those who only traveled within the province are more likely to prefer vacations that offer solitude and allow them to enrich their relationships with family members.

Manitoba residents who traveled outside the province are below-average users of the Internet to plan (58.4%) and book travel (35.1%) while within-province travelers typically do not use the Internet to plan (20.4%) or book (3.1%) travel. Out-of-province travelers may be effectively reached through city lifestyle magazines, business, finance and investing magazines and professional sports media as well as modern and alternative rock radio stations. Those who only travel in Manitoba are more likely to read home-related magazines (e.g., Home and Garden) and listen to country music radio stations.