Travel Activities and Motivations Survey

Canadian Travelers to Quebec

Full report available in pdf format

Canadian Travel Market

A Profile Report

January 31, 2008

Executive summary

Over the last two years, 20.2% of adult Canadians (3,810,487) from another province took an overnight trip to the province of Quebec. 70.7% (2,692,937) of these Quebec trips were "pleasure trips". Overall, 18.9% of Canadian Pleasure Travelers from other provinces reported taking at least one pleasure trip to Quebec during the past two years. Among those who took a pleasure trip to Quebec, 44.2% took two or more pleasure trips to Quebec in the last two years.

Those who visited Quebec are most likely to live in Ontario and the Atlantic Region. Those from Saskatchewan were the least likely to have taken a trip to Quebec.

Canadian Pleasure Travelers who visited Quebec are over-represented among 25 to 34 year olds and those who are not married. They are also more likely to have a university degree (42.3%) and household incomes above $100,000 (34.3%) than the average Canadian Pleasure Traveler. As such, Canadians who visited Quebec are over-represented among affluent, young singles and young couples.

Canadians who visited Quebec are quite sophisticated in their cultural pursuits while both traveling and not traveling and were much more likely than other Canadian Pleasure Travelers to have attended a literary or film festival, high art performances and to have taken part in a participatory historical activity on a trip. While not traveling, they are especially likely to patronize local live art performances (e.g., the opera, ballet, classical music concerts, live theatre, jazz clubs) and to visit local museums and art galleries. This suggests that Quebec's cultural activities may be especially appealing to out-of-province Canadians. However they are also very active in outdoor activities while traveling and in particular, skiing (downhill and cross country) and canoeing and kayaking. Relative to other Canadian Pleasure Travelers, they prefer vacations that provide intellectual stimulation, learning opportunities (e.g., learn about the history and culture of the destination) and novelty (i.e., to see and do something new). They are also more likely to take vacations that are physically challenging and energizing. This implies that Quebec should promote both its rich and distinctive culture as well as its opportunities for outdoor activities (e.g., skiing, canoeing and kayaking) to the Canadian marketplace.

Canadians who took a trip to Quebec are above-average users of the Internet to plan (70.1%) and book travel (49.6%). However, their consumption of travel media is only slightly above-average. They may be most effectively targeted though news magazines, news / information / talk radio stations and news websites, city lifestyle magazines and business, finance and investing magazines. They may also be reached through radio stations that feature jazz / big band music and classical music.