Travel activities and motivations survey — Canadian travel market

Out-of-Province Travel by Residents of Saskatchewan

Full report available in pdf format

Out-of-Province Travel by Residents of Saskatchewan
A Profile Report — February 8, 2008

Executive summary

Over the last two years, 79.9% (564,105) of adult Saskatchewan residents took an out-of-province, overnight trip (for any purpose). 88.8% (501,231) of those who took a trip outside of Saskatchewan report that they took at least one out-of-province, pleasure trip during that time. Along with Manitobans, Saskatchewan residents were most likely to have taken pleasure trips outside of their province during the last two years. 88.6% of the out-of-province travelers visited other Canadian destinations. 91.0% took trips to an adjacent province, with Alberta (84.9%) a much more popular destination than Manitoba (39.1%). 57.1% took a trip to a non-adjacent province or region; most often British Columbia (46.2%) and Ontario (20.5%). 47.0% took pleasure trips outside of Canada with the majority of these trips being to the United States (40.9%).

Relative to those who exclusively traveled within Saskatchewan, those who took an out-of-province pleasure trip are more often female, younger, not married and without children 18 or younger living at home. They are also more likely to have a university degree and report higher household incomes. This suggests that more affluent, young singles and couples are over-represented among out-of-province travelers.

Out-of-province travelers are very active in culture and entertainment activities while on trips. They were especially likely to have attended live art performances, professional sporting events and to have visited educational attractions while on trips. They were also more likely to have taken part in wine, beer or food tastings and to have gambled in casinos. They were also very active in outdoor activities while traveling and especially warm-weather, resort-based activities, downhill skiing and snowboarding, golfing, fitness activities and nature-oriented activities. While those who traveled exclusively within Saskatchewan primarily stayed in public or private campgrounds or lakeside or riverside resorts, out-of-province travelers were more likely to have stayed in ski or mountain resorts, seaside resorts and wilderness settings. They frequently took tours and especially self-guided and guided, multi-location tours, city tours, tours of wineries, factories and casinos and wilderness tours during the past two years.

Those who took trips outside of the province prefer vacations at culturally distinct destinations that provide intellectual stimulation, learning opportunities, physical challenge, novelty and a chance to re-connect with friends. Those who traveled exclusively within Saskatchewan prefer destinations that are conveniently accessible by car, have a familiar culture, lots of activities for children and camping available.

Out-of-province travelers are moderate users of the Internet to plan (51.8%) and book travel (27.9%). They may be most effectively reached through travel media, sports media, business, finance and investing magazines and jazz and soft rock radio stations.