Travel activities and motivations survey — Canadian travel market

Out-of-Province Travel by Residents of Quebec

Full report available in pdf format

A Profile Report — January 24, 2008
Executive summary

Over the last two years, 59.6% (3,538,204) of adult, Quebec residents took an out-of-province, overnight trip (for any purpose). 89.8% (3,176,237) of those who took a trip outside of Quebec report that they took at least one out-of-province, pleasure trip during the past two years. 52.1% of the out-of-province pleasure trips taken by Quebec residents were to other Canadian destinations, while 56.7% of the out-of-province pleasure trips were to destinations outside of Canada.

Quebec 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 (34.5% vs. 15.9%) and tend to have higher average household incomes ($67,732 vs. $54,638). This suggests that those who took trips outside of the province may have more discretionary income for pleasure travel. 83.4% of those who took a trip outside of Quebec also took a trip within the province during the last two years. In terms of out-of-province Canadian travel, 58.2% took an out-of-province trip to an adjacent province while 31.4% took a trip to a non-adjacent province or region. In terms of out-of-country travel, Quebecers were most likely to have taken trips to the United States (53.0%). However, 23.5% took a trip to the Caribbean and 25.0% took a trip to an overseas destination during the last two years.

Quebec residents who traveled outside of the province are more active in culture and entertainment pursuits while on trips and were especially likely to have attended live art performances (e.g., high art performances, live theatre), sporting events (e.g., professional sporting events) and literary or film festivals and to have visited historical sites, museums and art galleries. They were also more likely to have taken part in warm-weather, resort-based activities (e.g., swimming in the ocean, sailing and surfing) and to have gone skiing (e.g., cross-country skiing, downhill skiing), golfing, cycling and hiking, climbing and paddling while on trips. By contrast, those who only took pleasure trips within the province were more likely to have gone hunting and fishing while on trips.

Out-of-province travelers prefer vacations that provide intellectual stimulation, learning opportunities and novelty. By contrast, those who did not travel outside of the province are more likely to take vacations that offer solitude, allow them to keep family ties alive, have no fixed schedule and offer a familiar culture and language.

Out-of-province travelers may be most effectively reached through travel media as well as business, finance and investing magazines and news websites. They tend to listen to jazz / big band, multicultural and classical music radio stations.