2016 EXIT SURVEY PROFILE OF VACATION VISITORS FROM THE UNITED STATES

Transcription

1 2016 EXIT SURVEY PROFILE OF VACATION VISITORS FROM THE UNITED STATES Government of Newfoundland and Labrador Department of Tourism, Culture, Industry and Innovation

2 TABLE OF CONTENTS Survey background and methodology... 3 Mode of travel... 4 Visitor origin... 5 First time / repeat visitors... 7 Party size... 7 Party composition... 8 Length of stay... 9 Expenditures Expenditure patterns Accommodations Overnight destinations...13 Regional destinations...14 Trip motivators Activities and experiences Trip planning...21 Visitor Information Centres...22 Sharing experiences Trip Satisfaction Visitor demographics

3 PROJECT OVERVIEW The 2016 Non-resident Visitor Exit Survey (exit survey) served to update and enhance existing historical information on non-resident visitors to Newfoundland and Labrador. The survey was undertaken to improve annual estimates of visitation and expenditures as well as to update visitor characteristics. In addition to visitor characteristics, the survey also provided insights into visitors trip characteristics, including experiences and activities, destinations visited, spending and satisfaction with various aspects of the visitor experience. METHODOLOGY Interviews were conducted with individuals leaving Newfoundland and Labrador through six major exit points. The 2016 survey covered all vehicle-related exit points from the Island portion of the province (Port Aux Basques and Argentia) and the major air exit points St. John s, Deer Lake, Gander and Goose Bay, which represented 94% of all boarding passengers at the province s seven major airports. At each exit point, short interviews were conducted with travellers to gather key information and identify non-resident visitors exiting the province. A longer survey (main survey) was distributed to eligible and willing non-resident travellers at each exit point. Personal interviews collected traveller information related to origin, trip purpose, length of stay, party size and party composition. The main survey collected data on the characteristics of non-resident visitors, including destinations visited, participation in activities and experiences, expenditures and demographics. Overall, a total of 23,793 personal interviews were conducted with non-residents at the six exit points and 6,532 returned questionnaires (main surveys) were included in the final analysis. Survey participants had the option of returning the main questionnaire via drop boxes at the exit points, by mail or by responding online. Table 1: Number of Non-Residents Surveyed Air Jan Apr / Nov Dec Air May Oct Auto May Oct Personal Interviews 4,223 16,188 3,382 23,793 Main Surveys 984 4,008 1,540 6,532 A detailed weighting system was applied to ensure the survey sample reflected the exiting non-resident population. It should be noted that the margin of error associated with the data varies depending on the size of the sample. Margins of error increase as sample sizes decrease. Results in this Profile of Visitors from the Unites States focus on the peak travel season May to October. Total 3

4 MODE OF TRAVEL This profile of the vacation visitor focuses on non-residents from the who visited Newfoundland and Labrador for vacation during the peak travel season of May to October. It is estimated that a total of 9,033 vacation travel parties visited Newfoundland and Labrador during the May to October period, representing a total of 19,576 visitors. The majority (64%) of vacation visitors from the travel to the province by air, however the drive market is strong among vacationers, with over one-third travelling by car. Although vacation visitors from the are notably more likely to drive (36% vs. 28%), the 36% share of auto travellers constitutes a significant change compared to 2011 when the majority of vacationers from the travelled by auto (53%) rather than by air (47%). Chart 1: 2016 Non-Resident Parties Air and Auto Traveller Motivations (May to October) Table 2: 2016 Non-Resident Visitor Parties () Mode (% Parties; May to October) Air Auto All 72% 28% 64% 36% Air and auto vacationers differ with respect to their time of visit: while the majority of auto travellers visit during the summer (57% in July/August vs. 46% air), air vacationers are much more likely to visit in the fall (36% vs. 24% auto). When choosing their mode of travel, air and auto vacation travellers have different motivations. Like vacation visitors overall, most visitors who chose to fly to the province were motivated to do so by a desire to save time, allowing them to spend more time in the province. Distance (56%) and convenience/ease of access (33%) were also strong factors in the decision to fly. A relatively smaller share of vacation travel parties have a general preference for air travel (14%) while saving money mattered most to 11% of air parties. Given the relative strength of the drive market for vacation visitors, it is no surprise that motivating factors are also more pronounced compared to vacation visitors overall. For two thirds of vacation parties, the flexibility auto travel affords them, including the ability to set their own schedule and to do and see more, was the most important factor in the decision to drive to the province. As well, vacationers were much more likely to have Newfoundland and Labrador as part of a road trip itinerary, while 42% wanted to experience the ferry. 4

5 VACATION VISITOR ORIGIN More than half of visitors to Newfoundland and Labrador come for vacation Among all visitor parties from the United States, 52% are visiting Newfoundland and Labrador for vacation, representing the strongest visitor segment by trip purpose for this market, with more than twice as many visitors who come to the province to visit friends and relatives. About one in five travel parties visit for business purposes while only 4% are in the province to attend a convention or conference. Chart 2: 2016 Non-Resident Parties Origin (% Parties; May to October) Chart 3 shows the origin of all visitors who come to the province for vacation. visitors from the represent 13% of vacation visitors to the province overall, accounting for a similar share of vacation visitation as the Maritimes (15%). The share of vacationers from the remains unchanged compared to Among vacation parties, the vast majority (85%) visits for pleasure while 12% are in the province for hunting and another 3% for fishing. Chart 3: 2016 Non-Resident Parties Origin (% Parties; May to October) 19% 4% 2% 52% VFR Business Conference 13% 20% 6% Maritimes 15% 6% Quebec Ontario Other Canada 23% Other 40% United States Visitors Pleasure 85% Hunting 12% Fishing 3% 5

6 ORIGIN BY STATE New York and Florida lead origins of vacation visitors Chart 4 shows the top origins of vacation visitors by state. visitors came from all states, with New York (9%), Florida (8%) and Massachusetts (7%) representing the largest shares of vacation visitors to the province. visitors from California (6%) and Pennsylvania (6%) also made up a notable share of vacationers, while Texas, Ohio and Illinois are represented with 4% each of vacation parties. Visitors from the top nine states represent just over half of all vacationers. With the exception of South Central (which includes Texas), all major regions of the are nearly equally represented among vacation parties. Table 3: 2016 Parties Origin Regions (% Parties; May to October) Region Share of parties Region Share of parties New England 18% Midwest 18% Mid Atlantic 17% South Central 9% South Atlantic 20% West 17% Chart 4: 2016 Parties Top Origin States (% Parties; May to October) 9% 49% 8% 4% 4% 3% 4% 7% 6% 6% New York Florida Massachusetts California Pennsylvania Texas Maine Ohio Illinois Other states 6

7 FIRST TIME & REPEAT VISITORS vacationers are predominantly first-time visitors to the province Table 3 shows the rates of repeat and first time visitation for vacation visitors to the province. Compared to vacation visitors overall, vacationers are notably more likely to be first time visitors with three-quarters of visitor parties being on their very first vacation trip in the province. At 77%, vacation visitors travelling by air were only slightly more likely to be visiting for the first time compared to their auto counterparts (75%). This is a significant change compared to 2011 when the share of first-time air and auto vacation parties was 69% and 62% respectively. Table 4: 2016 Non-Resident Parties () Repeat and First Time Visitors (% Parties; May to October) Air Auto Repeat 35% 24% 23% 25% First time 65% 76% 77% 75% PARTY SIZE The average vacation travel party size is 2.2 The average party size of vacation visitors was 2.2 individuals, on par with the average party size for vacation visitors overall. At 2.5, the average party size of visitors travelling by auto is higher than that of air parties at 2.0, and slightly higher than auto vacation visitors overall (2.3). Table 5: 2016 Non-Resident Parties () Average Party Size by Trip Purpose and Mode (May to October) Chart 5: 2016 Non-Resident vacation Parties () Average Party Size by Mode (May to October) Overall Air Auto Air Auto

8 PARTY COMPOSITION Just under half of vacation visitors to Newfoundland and Labrador travel as couples Compared to vacation visitors overall, those from the are less likely to be travelling as couples with no children (46% vs. 51%) and slightly more likely to be solo travellers (24% vs. 21%). air vacationers are notably more likely to be vacationing in the province solo (30% vs. 13%), while auto travellers are more likely to be travelling as couples, both with and without children. vacationers are also more likely to travel with a group of friends compared to our typical vacation visitor (11% vs. 8%). Over half of vacationers travelling in the province for the first time travelled as couples without children. Table 6: 2016 Non-Resident Parties () Party Composition (% Parties, May to October) Party Composition Air Auto Solo 21% 24% 30% 13% Couple(s), no children 51% 46% 43% 51% Couple(s), with children 7% 6% 4% 10% Other family 12% 12% 12% 12% Group of friends 8% 11% 10% 13% Business Associates <1% 1% 1% 1% Chart 6: 2016 Non-Resident Parties () Party Composition (% Parties, May to October) 54% Couple(s), no children 46% Solo Other Family members Group of friends Couple(s), with children 24% 12% 11% 6% First time visitors are even more likely to travel as couples without children 8

9 LENGTH OF STAY vacationers stay an average of 10.0 nights during their trip to Newfoundland and Labrador 10.0 nights Air ers 9.2 Auto 11.5 During the May to October period, vacationers, on average, stay 10.0 nights in the province, slightly less that vacation visitors overall, who spend 10.4 nights. vacationers traveling by auto stay considerably longer in the province at 11.5 nights, compared to 9.2 for air visitors. visitors travelling by both air and auto report shorter average stays compared to vacation visitors overall. Length of stay also varies by origin region, including the province s main source markets: at nearly 11 nights, vacationers from New England tend to stay longer while those from the Mid Atlantic region have shorter stays at just over 9 nights. Auto travellers from New England stay considerably longer than air vacationers whereas air and auto vacationers from Mid Atlantic have similar lengths of stay. Table 7: 2016 Non-Resident Parties () Average Length of Stay by Mode (Nights; May to October) Trip Purpose Overall Air Auto New England Mid Atlantic Chart 7: 2016 Non-Resident Parties () Length of Stay by Number of Nights (% Parties; May to October) 1-3 nights 4-7 nights 8-10 nights nights nights 22+ nights 4% 12% 13% 12% 21% 38% As with vacation stays overall, and in line with the global trend of travellers taking shorter trips, the average length stay in the province declined among vacation visitors, from 13.2 nights in 2011 to 10 nights. This is mainly due to an increase in short stays (1-3 nights) and a decrease in long stays (22+ nights). Half of vacation travellers have relatively short stays in the province, with about one in ten parties staying just one to three nights (up from 9% in 2011) while another 38% stay between 4-7 nights. One-quarter take between nights for their vacation visit to the province; only 4% of vacation visitors stay 22 or more nights (down from 10% in 2011). 8.4 nights First time vacation visitors have shorter stays in the province than vacation visitors overall 9

10 EXPENDITURES vacationers outspend typical vacation visitors, averaging $3,818 per trip Spending by non-resident visitors is a function of trip purpose, length of stay as well as party size. Being in the province for a vacation influences where visitors stay, what they do and they spend their money on during their trip. As shown in Table 7, at $3,818, vacation visitors from the United States reported the highest per party spending in the province, topping vacation visitors from Canada and overseas and the average of vacation visitors overall. At $4,096, air parties average spending was considerably higher than that of auto parties ($3,300). Due to shorter stays, first time vacation visitors from the spend slightly less per party, averaging $3,670. It should be noted that the considerably high share of hunting and fishing parties among vacationers (12% and 35 respectively), who tend to have more expensive trips due to licence, guide and other fees, contributes significantly to the higher spending levels. Hunting parties in particular are high spenders, spending over three times as much as pleasure visitors and nearly twice as much as fishing parties. Table 8: 2016 Non-Resident Parties () Average Expenditure by Trip Purpose (May to October) Overall Air Auto $3,470 $3,773 $2,600 $3,818 $4,096 $3,300 Table 9 shows that vacation visitors spent $2,020 per person, and $284 per person per night in Newfoundland and Labrador. On a per person per night basis, vacationers travelling by air spent notably more than those who travelled by auto, at $348 per night compared to $162 per night. The much higher spending level among air vacation visitors is impacted by the larger number of hunting and fishing parties who fly as well as by a much higher spending level among air pleasure travellers, who spend 71% more than those who drive. Average Spend per Party Average Spend per Person Average Spend / Person / Night Chart 8: 2016 Non-Resident Parties Average Expenditure by Origin (May to October) Table 9: 2016 Non-Resident Parties () Average Expenditures (May to October) Air Auto $3,470 $3,818 $4,096 $3,300 $1,681 $2,020 $2,351 $1,401 $200 $284 $348 $162 $3,670 First time vacation visitor spending 10

11 EXPENDITURE PATTERNS Accommodations account for almost half of vacation party spending Spending can be attributed to a variety of categories, with accommodations accounting for almost half (47%) of the dollars spent by vacation travel parties. An additional 17% of vacation party expenditures is spent on food and beverages in restaurants, while 12% is spent on transportation. Transportation costs comprise, for the most part, vehicle operating costs such as vehicle rental fees, gasoline and maintenance as well as local transportation such as provincial ferry fares and taxis. Compared to vacation visitors overall, visitors spent more on accommodations (47% vs. 43%) and less on restaurants (17% vs. 21%) and transportation (12% vs. 17%). Spending on activities and experiences and arts, crafts and souvenirs accounts for 5% of expenditures each while spending on store-bought food and beverages accounts for 4% of vacation party expenditures. Due to the amounts spent on hunting and fishing licences, guides and other items related to these trip purposes, spending on Other goods and services is significantly higher among vacationers than among vacation parties overall. Table 10: 2016 Non-Resident Parties () Per Party Expenditure Patterns (May to October) Chart 9: 2016 Non-Resident Parties () Travel Party Expenditures Shares by Category (May to October) Expenditure Type Air Auto Accommodations 43% 47% 46% 49% Restaurants 21% 17% 18% 15% Transportation 17% 12% 12% 12% Activities, Experiences 7% 5% 4% 5% Arts, Crafts, Souvenirs 6% 5% 5% 6% Groceries 5% 4% 3% 6% Other 2% 10% 11% 8% 4% 5% 5% 10% 47% Spending patterns differ between air and auto vacation parties, although both types of travellers spend most of their dollars on accommodations and restaurants. At 49%, the share of accommodation costs is higher for auto travellers than air travellers (46%). As auto travellers spend a higher portion of their nights in campgrounds, they tend to spend more on store-bought groceries compared to air travellers of their money (6% vs. 3%). air visitors, on the other hand, spend a greater share of their dollars on restaurants (18% vs. 15%). 17% 12% 11

12 ACCOMMODATIONS Majority of vacationers stay in hotels/motels Just as for vacation visitors overall, for vacationers hotel/motel stays are by far the most popular, with 72% of parties staying there and 34% of nights being spent there. Bed & Breakfasts/ Country Inns are also comparatively popular, with one-third of vacationers staying in this type of accommodation, spending 15% of nights. Seven percent of nights are spent at commercial cottages, with 16% of visitors spending nights there. Twelve percent of nights are spent at campgrounds, with 13% of parties pitching a tent or parking an RV at the province s National Parks, Provincial Parks or private campgrounds, significantly more than vacationers overall. Overall, nearly all vacation visitors from the United States stay in paid accommodations, with 98% of parties doing so, resulting in 91% of nights being spent in paid accommodations. Compared to vacation visitors overall, vacationers from the spent a smaller share of nights in B&Bs/Country Inns (15% vs. 20%) and with family or friends (3% vs. 8%), and spent more nights at campgrounds (12% vs. 8%) and commercial outfitting camps (7% vs. 3%). Table 11: 2016 Non-Resident Parties () Share of Party Nights by Type of Accommodation (% Nights; May to October) Accommodation Type Air Auto Hotel/Motel 37% 34% 38% 27% B&B/Country Inns 20% 15% 16% 13% Commercial Cabins/Cottages 8% 7% 7% 6% Campgrounds All Types 8% 12% 3% 27% Houses/Cabins of Relatives/Friends 8% 3% 3% 4% Own Home/Residence 7% 5% 7% 3% Rented Home 6% 8% 8% 7% Apartment/room in private home (not owned by relative/friend) 3% 2% 2% 2% Commercial Outfitting Camps 2% 8% 8% 7% All Other Types of Accommodation 3% 7% 9% 3% Chart 10: 2016 Non-Resident Parties Share of Parties Using Type of Accommodation (% Parties; May to October) Accommodations used by vacation parties also differ by the mode of travel: compared to auto parties, air parties tend to spend a greater share of nights in hotels/motels (38% vs. 27%) and at own homes/residences (7% vs. 3%). Auto vacationers spend a significantly greater share of nights at campgrounds than air parties (27% vs. 3%). 12

13 OVERNIGHT DESTINATIONS St. John s, the West Coast and the Gander/Twillingate area are key destinations for vacationers Table 12: 2016 Non-Resident Parties () Destinations of Province Visited and Stayed at Least One Overnight (% Parties; May to October) St. John s, the Gros Morne area as well as the Destination Air Auto Zone 1: Rigolet to Nain 0.0% 0.2% 0.3% 0.1% Zone 2: Labrador West/Churchill Falls 0.3% 0.3% 0.0% 0.8% Zone 3: Happy Valley/Goose Bay/Northwest River 1.7% 3.5% 5.2% 0.8% Zone 4: Mary's Harbour to Cartwright 0.9% 2.3% 3.6% 0.1% Zone 5: Labrador Straits (L'Anse Au Clair to Red Bay) 6.0% 4.4% 4.3% 4.5% Zone 6: Viking Trail, St. Anthony South West to Plum Point, East to Roddickton/Englee 23.3% 29.0% 22.4% 39.9% Zone 7: Gros Morne Area, Viking Trail North to and including Plum Point 45.2% 42.0% 36.6% 51.0% Zone 8: Deer Lake/Humber Area 18.8% 26.9% 23.0% 33.3% Corner Brook/Massey Drive 14.5% 9.9% 4.7% 18.5% Zone 9: Stephenville/Port-au-Port/Burgeo 4.2% 3.1% 1.5% 5.7% Zone 10: Port-aux-Basques/Doyles/Rose Blanche 10.4% 17.3% 1.8% 43.1% Zone 11: Baie Verte/La Scie/Green Bay 5.3% 3.0% 1.3% 5.9% Zone 12: Grand Falls Windsor Area 10.4% 8.6% 7.6% 10.3% Zone 13: Bay D'Espoir Area 0.3% 0.0% 0.0% 0.1% Zone 14: Gander/Twillingate East to Terra Nova 42.6% 33.9% 32.0% 37.2% Zone 15: Clarenville/Bonavista Peninsula Area 37.6% 22.5% 23.9% 20.2% Zone 16: Burin Peninsula 3.4% 2.4% 2.1% 2.8% Zone 17: North West Avalon 9.0% 5.3% 4.7% 6.2% Zone 18: Argentia/Placentia Area 3.9% 2.6% 3.2% 1.7% Zone 19: North East Avalon (Excluding St. John's) 4.6% 3.5% 3.7% 3.1% St. John s 71.6% 56.5% 67.7% 37.9% Zone 20: Southern Shore Area 7.9% 6.6% 8.5% 3.5% Gander/Twillingate and the St. Anthony areas are the most popular overnight destinations among vacationers. The Deer Lake/Humber area popular with hunting and angling visitors rounds out the top 5. These top destinations indicate slightly different travel patterns than vacation visitors overall, with West coast destinations dominating. While over half of vacation parties stayed overnight in St. John s, it is at a notably lower level than vacation visitors overall. Over 40% reported overnight stays in the Gros Morne area while over a quarter of visitors overnighted along each of the Viking Trail and Deer Lake/Humber areas. Overnight stays are also higher for most Labrador destinations due to hunting and angling visitors staying there. Overnight destinations differ greatly between air and auto vacation travellers. Over half of auto vacation parties spent at least one night in the Gros Morne area, making it the most popular destination for those travellers, whereas St. John s was most popular with air visitors. Air visitors were also more likely to overnight in some Labrador destinations, including Happy Valley- Goose Bay and the Mary s Harbour/Cartwright area. visitors travelling by car had higher levels of overnight stays in the Gander/Twillingate area, with some areas along the West coast being almost exclusive auto overnight stops along the way to or from the Marine Atlantic ferry. 13

14 REGIONAL DESTINATIONS The Western region is the most popular destination among vacationers Travel parties visiting the province for vacation continue to travel to all regions of the province. In addition to overnight visitors, the 2016 visitor survey also captured the share of travel parties who visited certain places and attractions without staying overnight. The total share of vacation parties to a region regardless of whether they stayed overnight or not is shown in Chart 11. The Western region was most popular among visitors, attracting nearly 70% of American vacationers. Six in ten vacation parties (62%) visited St. John s, notably fewer than vacation visitors overall (78%). Compared to vacation visitors overall, visitors were also notably less likely to visit the Avalon Peninsula 44% versus 57% for vacation visitors overall. Nearly half (47%) of visitors took in the Central region while four in ten vacationers visited the Eastern region. Slightly more travellers visited Labrador compared to vacation visitors overall (13% vs. 10%). Chart 11: 2016 Non-Resident Parties () Total and Overnight Visitor Parties to Regions of Newfoundland and Labrador (% Parties; May to October) Labrador Western 13% 9% 66% 61% 40% 24% Eastern 44% 15% Avalon Table 13: 2016 Non-Resident Parties () Regions of Province Visited (% Parties; May to October) Region Air Auto St. John s Area 78% 62% 71% 48% Avalon Peninsula 57% 44% 47% 39% Eastern Region 54% 40% 39% 42% Central Region 55% 47% 44% 54% Western Region 62% 66% 50% 93% Labrador 10% 13% 16% 8% The level of overall visitation to the province s regions by vacation visitors is highly dependent on their mode of transportation, with almost all auto parties (93%) taking in the Western region while only half of air visitors did so. auto travellers were also more likely to visit the nearby Central region (54% vs. 44%). air visitors were much more likely to have visited St. John s and the Avalon Peninsula and twice as likely to visit Labrador compared to auto visitors. Visitation levels to both Labrador and the Western region are impacted to some extent by the high share of hunting and angling visitors. Central 47% 39% 62% 56% St. John s All visitor parties Overnight parties 14

15 As most vacation visitors, vacationers take in the top attractions in each of the regions they visit. In St. John s, these include the Downtown area (92%), followed by Signal Hill (85%), Cape Spear (70%) and George Street (52%). While top attractions visited are similar for most regions, vacationers visiting the Avalon region had higher levels of visits to Cape St. Mary s (34%), Mistaken Point (26%) and Cape Race (15%) than other vacation visitors, with the Witless Bay Ecological Reserve (43%), and the Colony of Avalon in Ferryland (23%) also being popular. Among visitors to the Eastern region Bonavista (56%), Cape Bonavista (45%), Trinity (43%) and Elliston (33%) ranked highest. For parties who visited the Central region, popular stops included Twillingate (53%), Gander (52%), various regional hiking and walking trails (47%) and Terra Nova National Park (47%). In the Western region, the most visited attraction among vacation visitors was Gros Morne National Park (79%), followed by regional hiking and walking trails (60%), Western Brook Pond (50%), and L Anse aux Meadows (49%). vacationers visiting Labrador were most likely to visit Red Bay (72%), taking in the Labrador Coastal Drive (51%,), with stops at the Point Amour Lighthouse (50%) and in southern Labrador communities. Chart 12: 2016 Non-Resident Parties () Top Regional Places and Attractions Visited (May to October) 15

16 TRIP MOTIVATORS vacationers are drawn to Newfoundland and Labrador s nature and wildlife While vacation visitors to the province overall are largely motivated to visit by a strong desire to see the province, the top motivator for vacation visitors is a desire to experience the province s wide array of nature and wildlife. Almost one-quarter of vacationers cite nature and wildlife (icebergs, whales, seabirds, scenery, natural environment) as the main reason for choosing to visit Newfoundland and Labrador. While not the top motivator for visitors, still a significant number of travel parties (18%) were seeking to check another destination off their bucket list, noting that visiting the province has been something they always wanted to do. Wanting to see a specific site or attraction was the influencing factor for 16% of visitors to vacation in the province, rounding out the top 3 motivators. While top sites or places visitors want to are similar to other vacationers, including icons such as L Anse Aux Meadows and Gros Morne, St. John s generally a top motivator for visitors is notably absent, as are Signal Hill and Cape Spear. Instead, visitors show greater interest in visiting Gander, the Random Passage Site and Cape St. Mary s. In line with visitors trip purpose, 12% were motivated to come here to experience hunting and fishing. Furthermore, our culture, history, heritage and people as well as being unique provide motivation for 7% of vacationers to come and visit as this is something that really differentiates us from other destinations. Word of mouth / being recommended by others enticed 6% of visitors to choose Newfoundland and Labrador for their vacation. Additional interesting motivators to go on vacation to the province include participating in outdoor activities such as hiking or camping, family ties or connection to the province, having read or heard about the province through books, magazines, TV programming or documentaries as well as previous travel experiences in the province. Chart 13: 2016 Non-Resident Parties Most Cited Trip Motivators (% Parties, May to October) Top sites, areas and attractions motivating vacation trips L Anse Aux Meadows Gros Morne National Park Fogo Island Inn Western NL / West Coast Nature & wildlife 23% Bucket List trip 18% Specific site, area 16% Hunting/ fishing 12% Culture, people, heritage 7% National Parks Fogo Island Gander Random Passage Site Cape St. Mary s East Coast Trail 16

17 ACTIVITIES & EXPERIENCES Pleasure walking, hiking, parks and wildlife viewing are top outdoor experiences for vacationers Chart 14: 2016 Non-Resident Parties () Top 5 Outdoor/Recreational Experiences (% Parties; May to October) Hiking 79% Pleasure walking 79% Visiting National Parks 55% Wildlife Viewing 53% Seabird watching 51% With nature and wildlife playing an important role in motivating visitors to vacation in Newfoundland and Labrador, visitors are keen to take advantage of the many outdoor experiences the province has to offer. Participation levels in the various activities are evidence that vacation visitors from the are busy explores. Compared to vacation visitors overall, vacation parties take part in similar activities but with slightly lower rates of participation (see Table 14 on the next page). Pleasure walking in/around communities (79%) and trail hiking/walking (79%) are top outdoor activities for vacationers from the. These are perfect activities that cater to vacation visitors desire to enjoy the province s scenery, landscapes, coastlines and wildlife. Our National Parks are also very popular, with over half (55%) of vacationers stopping into at least one of the four parks. Visitors also marvel at our natural wonders and seeing a puffin or other wildlife is a trip highlight for many visitors, with more than half of vacation visitors participating in seabird watching (51%) and wildlife viewing (53%). Mode of transportation and length of stay play a role in what visitors are able to see and do; with 65% of air travellers renting a vehicle, their opportunities to see the province are similar to those visiting by auto. auto vacationers, however, are much more likely than air visitors to visit National or other parks, view icebergs and watch whales. vacationers visiting by air, on the other hand, are significantly more likely to go seabird watching (56% vs. 44%), hiking (83% vs. 73%) and pleasure walking around communities (83% vs. 73%). Their participation levels in activities such as other bird watching, geological tours/fossil observation, and botanical garden/plant observation are also much greater than for auto vacation parties. 17

18 Table 14: 2016 Non-Resident Parties () Participation in Outdoor/Recreational Experiences (% Parties; May to October) Air Auto Pleasure walking in/around communities 89% 79% 83% 73% Hiking/walking on trails 79% 79% 83% 73% Visited a National Park (Gros Morne, Terra Nova, Torngat Mountains, Mealy Mountains) 59% 55% 48% 67% Seabird watching (e.g. puffins, gannets, murres) 55% 51% 56% 44% Whale Watching 52% 46% 43% 51% Sightseeing boat tour 49% 44% 46% 41% Visited other parks, including nature parks and ecological reserves 47% 45% 42% 51% Wildlife viewing 46% 53% 56% 49% Iceberg viewing 44% 38% 33% 46% Other bird watching 30% 32% 39% 20% Geological tour/fossil observation 29% 33% 35% 29% Botanical garden/plant observation 22% 27% 32% 19% Ocean fishing 6% 7% 9% 5% Canoeing/kayaking/rafting 6% 7% 8% 4% All-terrain/Utility Vehicle (ATV/UTV) Touring 4% 5% 6% 4% Angling (fresh water) 4% 6% 6% 4% Golfing 3% 3% 2% 4% Mountain biking/cycling 3% 4% 2% 8% Hunting (big game bear, moose, caribou) 2% 9% 8% 12% Hunting (small game hare, grouse) <1% 0% 0% 0% 18

19 vacation visitors enjoy exploring communities, local history and food experiences Chart 15: 2016 Non-Resident Parties () Top 5 Cultural and Heritage Experiences (% Parties; May to October) Exploring small communities 71% Historic Sites, museums 70% Lighthouse experiences Culinary experiences Galleries, exhibits 64% 64% 43% As one of the oldest places that has been settled in North America, Newfoundland and Labrador has plenty of history for visitors to learn about and immerse in at our historic, culture and heritage related sites and 7 in 10 vacation parties taking in these experiences is proof that these attractions are an essential component of a visitors journey through our province. For many visitors, experiencing our culture and meeting locals is always a highlight of their trip. The top cultural experience for nearly three quarters of visitors was getting to know the places where we live (i.e. exploring our communities 71%). Nearly two-thirds (64%) of vacationers took in lighthouse experiences while tasting our local food was among the top experiences for an equal share of American visitors. More than four in ten travellers also visited galleries or exhibits, providing them with an immersive experience of the varied aspects of our cultural and heritage. vacation parties engaged in all cultural and heritage experiences, however, at a lower rate than vacation visitors overall, likely the result of shorter stays overall as well as the higher share of hunting and angling parties who tend engage in fewer activities. vacationers travelling by air take in history, culture, and heritage experiences to a significantly greater extent than those travelling by auto, likely due to the fact that a higher share of air vacationers travel to the province in the fall (September/October), in line with overall fall season visitors who tend to be more engaged in cultural and heritage experiences. Most notably, air vacationers are almost twice as likely to visit galleries or exhibits (53% vs. 27%) and are also much more likely to visit historic sites and museums (76% vs. 60%) and to take in lighthouse experiences (70% vs. 54%). While one in three air parties visited archeological sites, only about one in five auto parties (22%) did so. A larger share of air vacationers took home memories of exploring small communities and experiencing local food than did auto visitors. 19

20 Table 15: 2016 Non-Resident Parties Participation in Cultural/Heritage Experiences (% Parties; May to October) Air Auto Historic sites/museums/interpretation centres 78% 70% 76% 60% Explored small/rural communities 76% 71% 74% 65% Experienced nature/history at or around a lighthouse 74% 64% 70% 54% Local cuisine/culinary experiences 70% 64% 67% 59% Galleries/exhibits 50% 43% 53% 27% Went to a local pub for a live performance 45% 31% 32% 30% Archeological sites (interpretative tour/hands-on dig) 28% 29% 33% 22% Theatre plays/other live performances 24% 13% 15% 11% Experienced aboriginal culture/traditions/history 17% 18% 20% 14% Participated in a special program at an attraction 15% 14% 17% 10% Watched/participated in creating arts/crafts 9% 11% 13% 8% Table 16: 2016 Non-Resident Parties Participation in Festivals and Events (% Parties; May to October) Air Auto Participated in a local/community event 15% 8% 8% 8% Attended a music festival/event 14% 7% 6% 9% Attended a food/drink-themed festival 6% 3% 4% 1% Attended/participated in a sports event/tournament 2% 1% 1% <1% Overall participation in a festival or event 29% 14% 15% 13% Festivals and events most frequently attended by vacation visitors St. John s Regatta Gros Morne Theatre Festival Canada Day Anchors Away Rocky Harbour Rising Tide Theatre Trinity Table 16 shows levels of participation in various types of festivals and events. Generally, vacation visitors reported considerably lower levels of participation in festivals and events compared to vacation visitors overall. At 15% and 13% respectively, air and auto vacation visitors reported similar levels of overall participation levels in festivals and events. When it comes to specific types of events, however, auto vacation parties were more likely than air parties to attend a music festival or event (9% vs. 6%) while air travellers were more likely to take in a food and drink themed festival (4% vs. 1%). 20

21 TRIP PLANNING visitors plan well ahead using a variety of trip planning resources Chart 16: 2016 Non-Resident Parties () Trip Planning Horizon (% Parties; May to October) Less than 1 month 1-3 months 4-6 months 7-12 months More than 12 months 6% 10% 18% 30% 37% Trip planning is an activity that is taken seriously by vacation visitors as evidenced by the time between the start of trip planning and the start of their trip. It takes vacation parties, on average, about 6.2 months to plan their trip to Newfoundland and Labrador, with 37% of vacation parties taking 4 to 6 months of planning time while another 30% get their planning accomplished in only 1 to 3 months. Nearly 2 in 10 parties plan their trip 7 to 12 months ahead whereas only 6% of visitors plan less than one month before their vacation travel. Chart 17 shows the various travel planning sources used by vacationers before and during their trip. When planning prior to their trip, vacation visitors rely most heavily on web-based sources, with destination websites (76%), local accommodation websites (70%), websites of specific attractions or activities (66%), and review websites like Trip Advisor (65%) being the most popular. While travelling in the province, visitors still utilize webbased resources to some extent, however, printed materials such as attraction brochures (63%), the NL Traveller s Guide (55%) and other guide books (52%) prevail. As well, local residents (68%) and service personnel (65%) play an essential role in helping Chart 17: 2016 Non-Resident Parties () Planning Sources Used Before and During Trip (% Parties; May to October) visitors plan their trip while indestination. Social media use for trip planning is relatively low and even lower than among vacationers overall. With the exception of review websites, this is also the case for the use of all other trip planning sources. 21

22 Chart 18: 2016 Non-Resident Parties () Sources Used to Select Paid Accommodations (% Parties; May to October) Websites of specific accommodations TripAdvisor Online hotel search/booking sites Newfoundland and Labrador Traveller's Guide newfoundlandlabrador.com Other review websites Phoned specific accommodations Private home/room rental websites Recommendations by family/friends Previous visit Selected by someone else Travel agent Did not use any sources Facebook pages of specific accommodations 13% 13% 12% 11% 8% 4% 3% 3% 2% 28% 25% 48% 43% 43% VISITOR INFORMATION CENTRES Nearly 6 in 10 vacation parties used a Visitor Information Centre When it comes to accommodations planning, online resources dominate, with nearly half (48%) of vacation visitors using websites of accommodations when selecting a place to stay. Other online sources such as hotel search or booking sites (43%), TripAdvisor (43%), and newfoundlandlabrador.com, the provincial tourism website, (25%) are also popular. Twenty-eight percent of visitors also utilized the Newfoundland and Labrador Traveller s Guide when choosing paid accommodations. Phoning specific accommodations (13%), using private home/room rental websites as well as receiving recommendations from family or friends (11%) were also relatively common ways for vacationers to select their accommodations in the province. Experience from a previous visit was helpful for 8% of travel parties. Fifty-eight percent of vacation visitors used a Visitor Information Centre (VIC) during their trip. VIC usage is considerably higher among vacation parties travelling by auto (75%) than among those travelling by air, however, still nearly half of vacation air parties reported using a VIC (49%). While the use of VICs among visitors is at similar levels as for vacation visitors overall, use among air visitors is considerably lower but significantly higher among auto visitors. 58% of vacation travel parties use VICs Air 49% Auto 75% 61% First time vacation visitors are even more likely to use VICs 22

23 Visitor Information Centres mean so much more than information to visitors Chart 19: 2016 Non-Resident Parties () Top 5 Visitor Services Used at Visitor Information Centres (% Parties; May to October) Brochures/ maps Washroom Directions to attractions Directions to services Assistance with trip planning 91% 75% 62% 51% 41% vacation visitor parties who stopped at a VIC during their trip utilized a wide range of services. In line with print material being a premier trip planning source while in the province, 9 in 10 visitors obtained brochures and maps at the VICs. Three-quarters of vacation parties used washroom facilities (75%) and nearly two thirds received directions to attractions and sites of interest (62%). About half of vacationers used the VICs to get directions to specific services or facilities. Forty-one percent of vacation parties received assistance with trip planning. VICs also provide an essential service by helping travellers staying connected during their trip: while 26% of vacation travellers used a VIC to access Wi-Fi with their own devices, 7% of vacation travel parties accessed a computer located on site. Furthermore, 5% booked accommodations with the help of travel counsellors and 4% used the telephone at the centres. While all the services delivered by VICs are of relative equal importance to air and auto vacation visitors, with the top five services utilized being the same for both types of travellers, vacationers travelling by auto tend to use these services to a greater extent (see Table 17). Auto vacation parties were significantly more likely than air travellers to use washroom facilities (85% vs. 67%), receive trip planning assistance (49% vs. 34%) and get directions to services and facilities (56% vs. 46%). In addition, auto vacationers were twice as likely as air parties to book accommodations through a VIC (6% vs. 3%). On-site telephone, Wi-Fi and computer use were also notably higher among auto vacationers. 23

24 Table 17: 2016 Non-Resident Parties () Services Used at Visitor Information Centres (% Parties; May to October) Air Auto Obtained brochures/maps 88% 91% 93% 89% Used washroom facilities 76% 75% 67% 85% Received directions to attractions/sites of interest 67% 62% 60% 64% Received directions to services/facilities 50% 51% 46% 56% Received assistance with trip planning 39% 41% 34% 49% Accessed Wi-Fi to use my own device(s) 23% 26% 24% 29% Booked accommodations 7% 5% 3% 6% Used the telephone 5% 4% 3% 6% Accessed a computer located on site 5% 7% 3% 12% 49% Almost half of auto travellers use VICs to get assistance with planning their trip VICs play a significant role in enhancing the travel experience of vacation visitors to the province. More than seven in ten vacation parties who used a VIC reported learning about an event, activity or area of the province that they didn t know about before. Because of the services received at VICs, 40% indicated that they took part in an activity or event they wouldn t have taken part in and one-third visited a part of the province they wouldn t have visited otherwise. Over one-quarter of vacationers learned something during their VIC stop that added to their overall trip experience in Newfoundland and Labrador. Table 18: 2016 Non-Resident Parties () As a Result of Visiting a VIC, did you... (% Parties; May to October) Air Auto... Learn about an event, activity or area of the province you didn t know about before 71% 72% 76% 67%... Take part in an activity or event that you wouldn t have taken part in otherwise 44% 40% 47% 32%... Visit a part of the province that you wouldn t have visited otherwise 30% 33% 35% 31%... Learn about anything else that added to your travel experience 23% 29% 21% 39%... Extended your stay in the province 2% 3% 3% 3% The importance of VIC services can also be seen in the fact that 3% of vacation parties extended their stay in the province. While for vacation visitors overall extending their trip was more common among those travelling by auto, for vacationers, both air and auto visitors were equally likely to have extended their trip as a result of stopping at a VIC. The same is true for visitors who were on their first vacation trip to the province. 24

25 SHARING EXPERIENCES Sharing trip experiences is a vacation staple vacation visitors are staying connected during their trip, with nearly all (99%) reporting that they travel with some type of electronic device. Over three-quarters of visitors (78%) travel with their smartphone but are much less likely to carry a cell phone (28%) which are still very common among other vacation visitors with nearly half of them bringing these devices along on their trip. More than half of vacationers travel with tablets (53%) while laptops (42%) and GPSs (30%) are still quite prevalent among visitors who vacation in the province. Chart 20: 2016 Non-Resident Parties () Electronic Devices Taken on Trip to Newfoundland and Labrador (% Parties; May to October) 99% of vacation parties travel to Newfoundland and Labrador with an electronic device Smartphone 78% Tablet 53% Laptop 42% GPS 30% Cell phone 28% The vast majority of vacationers (95%) indicated they shared or planned to share their Newfoundland and Labrador travel experiences. ing or texting (64%) was the most popular way of sharing travel experiences, while over half of travel parties (53%) are also sharing on Facebook. visitors use TripAdvisor (23%) and Instagram (11%) to a much lesser extent while Twitter (4%) and Snapchat (3%) are not very likely social media platforms for vacation parties to share their travel experiences. Chart 21: 2016 Non-Resident Parties () Social Media Used to Share Trip Experiences (% Parties; May to October) of vacation parties share their Newfoundland and Labrador travel experiences 64% 53% 23% 11% 4% 3% 25

26 TRIP SATISFACTION vacation visitors are highly satisfied with their trip experiences in Newfoundland and Labrador Chart 22: 2016 Non-Resident Parties () Trip Satisfaction with Experiences (% of parties rating 8-10 on a 1-10 point scale; May to October) Chart 23: 2016 Non-Resident Parties () Trip Satisfaction with Services and Facilities (% of parties rating 8-10 on a 1-10 point scale; May to October) Overall, vacation visitors reported high levels of satisfaction with various aspects of their trip in the province. Like vacation visitors overall, those from the are most satisfied with the ability to experience a diverse and inspiring natural landscape (95%) and the great outdoors (92%). High levels of satisfaction are also reported with the ability to take in local history by visiting historic sites, museums and cultural attractions (86%) and the opportunity to meet local people who help create memorable moments (88%). Shopping for locally produced crafts and gifts (72%) as well as discovering and enjoying local cuisine in restaurants (71%) received slightly lower satisfaction ratings compared to the other experiences, with travellers notably less satisfied with local food experiences compared to vacation visitors overall. While there is a relatively high level of satisfaction with customer service in restaurants (82%), customer service at paid accommodations is rated notably higher (87%) than the facilities themselves (82%). Lower levels of satisfaction are noted for tourism signage (74%) and road signage (71%). At 81%, vacationers from the were noticeably more satisfied with the overall value for money they perceived for their trip compared to vacation visitors overall (81% vs. 77%). 26

27 VISITOR DEMOGRAPHICS visitors to Newfoundland and Labrador tend to be older, highly educated and very affluent Chart 24: 2016 Non-Resident Visitors () Age (% Visitors; May to October) Chart 25: 2016 Non-Resident Visitors () Education (% Visitors; May to October) Chart 26: 2016 Non-Resident Visitors () Household Income (% Parties; May to October) Compared to vacation visitors overall, vacationers tend to be older, with almost two-thirds of American vacationers being 55 or older, including nearly 40% who are 65 years or older. This compares to 31% of all vacation visitors who are of this age. Fifteen percent of vacationers are while only 6% are between the ages of 35 and 44. Slightly more visitors one in ten are between 18 and 34 years old (the age group that is also known as Millennials ). vacation visitors to Newfoundland and Labrador are very highly educated, with 65% of visitors holding post-graduate degrees more than twice the share than among all vacation visitors (30%). Almost one-third reported having graduated university. Only 2% of vacation visitors indicated a level of education of high school or less while another 3% finished a community or technical college. Similar to the typical vacation visitor to Newfoundland and Labrador, vacationers from the are affluent, with 63% reporting household incomes of greater than $100,000. This income group represents a significantly higher share among visitors than among vacationers overall. It includes almost 40% of travel parties with household incomes of more than $150,000. Fewer than two in ten visitors indicated household incomes of less than $70,000, with only 6% earning with less than $40,