Travel activities and motivations survey — U.S. Travel Market

U.S. Travelers to Manitoba

Full report available in pdf format

A Profile Report — January 30, 2008

Executive summary

Over the last two years, 0.4% of adult Americans (895,113) took an overnight trip to Manitoba. This represents 0.5% of the U.S. Pleasure Travelers. 32.1% of the U.S. visitors to Manitoba took two or more pleasure trips to this province in the last two years.

U.S. visitors to Manitoba are much more likely to live in the neighbouring states of North Dakota and Minnesota. They also tend to be over-represented among those from smaller cities and rural areas of the United States. They are frequent travelers and considerably more likely than the average U.S. Pleasure Traveler to have visited all regions of Canada during the past two years.

Manitoba visitors are over-represented among those 55 and older. They are also more likely to have a post-graduate degree (28.2%) and above-average household incomes. As such, visitors to Manitoba are over-represented among affluent, mature couples. Their age and affluence are reflected in the types of activities they pursue while on trips.

Those who visited Manitoba are much more active in culture and entertainment activities as well as outdoor activities while on trips. Relative to the average U.S. Pleasure Traveler, they were much more likely to have taken part in participatory cultural activities (e.g., aboriginal cultural experiences, participatory historical activities) and to have attended art performances and attractions (e.g., high art performances, theatre, film and music festivals). They were also very active in nature-oriented outdoor activities and especially hunting and fishing, boating and sailing, motorized outdoor recreational activities, golfing and cross-country-skiing. Visitors to Manitoba were also much more likely to have taken tours and cruises in the last two years and in particular, organized, single location and multi-location tours and ocean cruises.

They prefer vacations that offer learning opportunities, intellectual stimulation and novelty at destinations that are culturally distinctive and that offer luxury accommodation or camping and great shopping opportunities. This would suggest that Manitoba should promote its cultural distinctiveness to U.S. Pleasure Travelers.

Those who visited Manitoba are comparable to other U.S. Pleasure Travelers in their use of the Internet to research travel (66.7%), but slightly less likely to book travel (45.7%) online. They are above-average consumers of travel media. Considering this segment's keen interest in learning, Manitoba visitors may also be effectively reached through educational television programs and magazines (e.g., history, science), the news media (e.g., newspapers, television news, news / talk / information radio) and multicultural and classical music radio stations.