Travel Activities and Motivations Survey — Canadian Travel Market

Out-of-Province Travel by Residents of Ontario

Full report available in pdf format

A Profile Report — January 24, 2008
Executive summary

Over the last two years, 70.2% (6,791,709) of adult, Ontario residents took an out-of-province, overnight trip (for any purpose). Of these, 89.6% (6,084,935) report taking a pleasure trip outside of Ontario. Ontario residents were less likely to travel outside of the province than were the residents of Canada's western provinces, but more likely than the residents of Quebec and the Atlantic Region. 52.0% of the out-of-province pleasure trips taken by Ontario residents were to other Canadian destinations, while 72.3% of the out-of-province pleasure trips were to destinations outside of Canada.

83.3% of those who took a trip outside of Ontario also took a trip within the province during the last two years. In terms of out-of-province Canadian travel, 45.9% took an out-of-province trip to an adjacent province with Quebec (41.8%) by far the most common destination. 32.0% took a trip to a non-adjacent province or region. In terms of out-of-country travel, Ontario residents were most likely to have taken trips to the United States (68.9%). However, 24.1% took a trip to the Caribbean, 28.4% took a trip to an overseas destination and 14.5% took a trip to Mexico during the last two years.

Ontario residents who took an out-of-province pleasure trip are similar to those who only took pleasure trips within the province in terms of gender, age and marital status. However, out-of-province pleasure travelers are more likely to have a university degree and report higher average household incomes.

Ontario residents who took a trip outside of the province are very active in culture and entertainment pursuits while on trips. Relative to Ontario residents who only traveled within the province, out-of-province travelers were especially likely to have attended live art performances (e.g., high art performances, live theatre, musical concerts), literary and film festivals and sporting events (e.g., professional sporting events). In terms of outdoor activities, out-of-province travelers were more likely to have gone downhill skiing, golfing, exercising, jogging and cycling while on trips. By contrast, those who only took pleasure trips within the province were more likely to participate in nature-oriented activities such as fishing, hunting, boating and swimming while on trips. Out-of-province travelers prefer vacations that provide intellectual stimulation, learning opportunities, novelty and physical challenge. Those who travel exclusively within Ontario prefer vacations that offer solitude and an opportunity to enhance family relationships.

Ontario residents who travel outside of the province are above-average users of the Internet to plan and book travel than those who only travel within Ontario. Out-of-province travelers are also above-average consumers of travel media. They may also be effectively reached through city lifestyle magazines, business, finance and investing magazines, news media and multicultural and classical music radio stations.