Travel activities and motivations survey — Canadian travel market

Freshwater Scuba Diving and Snorkeling While on Trips of One or More Nights

Full report available in pdf format

A Profile Report — October 19, 2007
Executive summary

Over the last two years, 2.2% (556,454) of adult Canadians went freshwater scuba diving or snorkeling while on an out-of-town, overnight trip of one or more nights. Freshwater scuba diving and snorkeling was the 18th most common outdoor activity undertaken by Canadian Pleasure Travelers while traveling in the past two years. Snorkeling (1.8%) was more popular than scuba diving (0.6%) in lakes and rivers. Of those who went freshwater scuba diving and snorkeling, only 21.8% (121,422) reported that this activity was the main reason for taking at least one trip.

Relative to the average Canadian Pleasure Traveler, those who went freshwater scuba diving and snorkeling while on trips are more likely to be male (62.2%) and young to middle-aged (18 to 54). They are over-represented among Young Singles, Young Couples and Mature Families. This is an affluent segment with above-average levels of post-secondary education (62.8%) and the third highest household income ($86,733) of the 21 outdoor activity types. They are over-represented among those living in Ontario and British Columbia.

Those who went freshwater scuba diving and snorkeling traveled extensively over the past two years. They were the most likely of the 21 outdoor activity types to have visited Mexico (29.4%), the second most likely to have traveled to the United States (66.8%) and the third most likely to have visited the Caribbean (26.4%). They were also the second most likely to have taken a trip within their own province or region (96.1%) and the third most likely to have traveled to an adjacent province or region (61.7%).

Those who went freshwater scuba diving and snorkeling while on trips were exceptionally active while on trips. Relative to the average Canadian Pleasure Traveler, this segment was at least twice as likely to participate in most outdoor and culture and entertainment activities and especially water-based activities (e.g., boating and swimming), sporting activities and events (e.g., team sports, professional sports events), and wilderness activities (e.g., hiking, climbing and paddling, wilderness tour). They were also much more likely than average to have stayed at resorts (e.g., lakeside, riverside, ski or mountain) and wilderness accommodation (e.g., campsite, lodge or outpost). Those who went freshwater scuba diving and snorkeling seek vacations that are novel, educational, physically challenging and enrich family relationships.

Those who went freshwater scuba diving and snorkeling are above-average users of the Internet to plan (74.6%) and book (50.9%) travel. They can be most effectively targeted effectively through media specializing in outdoor activity, technology and sports.