Travel activities and motivations survey — Canadian travel market

Attending National and International Sporting Events While on Trips of One or More Nights

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A Profile Report — December 4, 2007
Executive summary

Over the last two years, 2.4% (591,158) of adult Canadians attended a national or international sporting event while on an out-of-town, overnight trip of one or more nights. A curling bonspiel was the most popular (1.2%) event followed by a national or international sporting event such as the Olympic Games (0.7%) and a professional figure skating competition (0.6%). Attending national or international sporting events while on trips was the 20th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. However, the majority of those who attended such a sporting event (52.5%, or 310,575) reported that this activity was the main reason for taking at least one trip; more than any other activity type.

Relative to the average Canadian Pleasure Traveler, this segment is over-represented among women (53.9%), those 55 or older and especially Senior Couples and Senior Singles. They are generally less affluent than the other culture and entertainment activity types being the16th most likely to have a university education (32.4%) and reporting the third lowest household income ($74,337). They are over-represented among Canadian Pleasure Travelers in Saskatchewan, Alberta, Manitoba and the Atlantic Provinces.

Those who attended a national or international sporting event are primarily domestic travelers. They were the 5th most likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (91.5%), the 4th most likely to have traveled to an adjacent province or region (60.8%) and the 4th most likely to have visited a non-adjacent province or region (43.1%) in the past two years. However, their out-of-country travel is slightly below-average. They were the 12th most likely to have visited the United States (59.3%), the 10th most likely to have visited Mexico (16.4%) and the 14th most likely to have taken a trip to the Caribbean (16.6%) in the last two years.

Despite their age, National and International Sporting Event Attendees are very active while they travel. They frequently participate in sporting activities both as spectators (e.g., pro sports events, amateur tournaments) and as participants (e.g., team sports, golf). They were also more likely than others to attend live art performances (e.g., high arts, musical concerts, live theatre) and to participate in fitness activities (e.g., exercising and jogging, cross-country skiing, cycling). They prefer vacations that are physically challenging and provide opportunities to socialize with their family and friends.

Relative to the other culture and entertainment activity types, this segment is a below-average user of the Internet to plan (64.0%) and book (42.9%) travel. However, they are avid consumers of travel media and may also be effectively targeted through sports media and country music radio stations.