Tourism in Alberta South Tourism Destination Region. A Summary of 2006 Visitor Numbers and Characteristics

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1 Tourism in South Tourism Destination Region A Summary of 2006 Visitor Numbers and Characteristics November 2009

2 Introduction Whether to see their friends and relatives, for business, or for pleasure, 2.76 million person-visits were made in 2006 to destinations in the South Tourism Destination Region (TDR) by residents of, other Canadians, visitors from the United States, and overseas visitors. This includes same day and overnight trips for ns and other Canadians, and just overnight trips for U.S. and overseas visitors. To better understand the size and characteristics of these visitors, Tourism, Parks and Recreation commissioned Research Resolutions & Consulting to prepare a special analyses of the 2006 Travel Survey of Residents of Canada (TSRC) and the 2006 International Travel Survey (ITS) that are both conducted by Statistics Canada. These consumer surveys provide tourism information for travel in by Canadians and trips to the province made by U.S. and overseas visitors. This summary highlights key findings only. For more information on tourism in, please contact Tourism, Parks and Recreation. South Tourism Destination Region: 2006 Overview In 2006, the South TDR received 14% of the total person-visits to. Residents of to the South TDR accounted for 14% of the total person-visits to. Other Canadians to the South TDR accounted for 13%, visitors from the United States accounted for 27% and overseas visitors to South TDR accounted for 8% of the total person-visits to. Comparison of Tourism Numbers 2006 South Tourism Destination Region Total South Tourism Destination Region % of Number of Visitors Millions Overnight Person-Visits % Total Person-Visits % Origin of Visitors % Other Canada % United States % Overseas % Note: The reader is reminded that travellers to could visit more than one Tourism Destination Region during a trip.

3 Who Travels to the South Tourism Destination Region? All trips: In 2006, the South TDR received 14% (2.76 million) of all the person-visits to. Of the 2.76 million person-visits, 2.18 million (79%) were by ns. Another 321,000 person-visits (12%) were by residents of other parts of Canada. Of the remaining 264,000 personvisits (9%), 7% came from the U.S and 2% arrived from overseas. Visitors from the United States and overseas accounted for 205,000 and 59,000 overnight person-visits to the South TDR, respectively. Visitors from the South TDR accounted for 44% of the person-visits made to the South TDR. Residents of the Calgary and Area TDR accounted for 26% of the personvisits made to the South TDR. 79% Origin of Person Visits in South Tourism Destination Region in 2006 (N = 2.76 Million Person-Visits) Overseas 2% Other Canada 12% U.S. 7% Overnight trips: Approximately 47% of all visits in the South TDR included at least one overnight stop, yielding 1.30 million overnight person-visits in Residents of the Calgary and Area TDR accounted for 25% of all overnight travel to the South TDR. This was followed by the visitors from the South TDR (22%) and visitors from the United States (16%). Main Purpose of Overnight Travel Overnight visits to the South TDR totalled 1.30 million person-visits in Approximately 44% of the overnight visitors to the South TDR stated that the main purpose of their trip was to visit friends and relatives. Forty-one per cent of the visitors to the South TDR stated pleasure as the main purpose of their trip, 6% stated business as their main purpose and 9% stated other reasons. Main Purpose of Overnight Trip to South Tourism Destination Region in 2006 (N = 1.30 Million Overnight Visits) Visiting Friends and Relatives 44% Other 9% Business 6% Pleasure 41%

4 Accommodation in the South TDR Over the course of 2006, visitors spent million person-nights in. Of these, 10% (3.74 million person-nights) were spent in the South TDR. Fifty-six per cent of these person-nights (2.08 million) were spent in the homes of friends and relatives. Seventeen per cent was spent in campgrounds/trailer parks, 16% was spent in hotels, 6% was spent in motels and 5% of the person-nights in the South TDR were spent in other commercial fixed roof properties. Accommodation Used in South Tourism Destination Region in 2006 (N = 3.74 Million Person-Nights) Friends and Relatives Campground/Trailer Park Hotel Motel Other Commerical Fixed Roof Properties Millions of Person-Nights Average Length of Stay Average Length of Stay in the South Tourism Destination Region in 2006 All Visitors 2.9 Canada B.C. 3.0 Saskatchewan 3.3 Ontario 5.2 United States 2.8 Overseas 7.3 The average length of stay for all visitors to the South TDR, which includes ns, other Canadians, visitors from the United States and overseas, is 2.9 nights. Although ns are the biggest market for the South TDR, they have the shortest average length of stay at 2.4 nights. The longest average length of stay Is attributed to visitors from overseas with 7.3 nights on average for each visit. Visitors from Ontario followed with 5.2 nights per trip. Saskatchewan visitors had an average stay of 3.3 nights. Visitors from British Columbia stayed an average 3.0 nights in the South

5 Seasonality Visitation to the South TDR is at its highest in the third quarter (July, August and September) with 34% of the overnight person-visits occurring at this time. This is followed with 27% visiting during the fourth quarter (October, November and December) and 24% visiting during the second quarter (April, May, June). Finally, visitation to the South TDR is at its lowest during the first quarter (January, February and March), with 15% of the total overnight person-visits occurring during this time. Calendar Quarter of Overnight Visits in the South Tourism Destination Region in 2006 January - March April - June July - September October - December All Overnight 15% 24% 34% 27% By Market 16% 24% 31% 29% Other Canada 20% 21% 40% 19% United States 5% 26% 51% 18% Overseas 7% 29% 54% 10% Thirty-one per cent of the person-visits from to the South TDR occur in the third quarter (July, August and September). Another 29% of the person-visits made by ns occur in the fourth quarter (October, November and December). Forty per cent of the person-visits from other parts of Canada are made to the South TDR in the third quarter (July, August and September). Over half (54%) of all person-visits made by overseas visitors to the South TDR occur in the third quarter (July, August and September) and 29% occur in the second quarter (April, May and June). Fifty-one per cent of the person-visits made to South TDR from the United States occur in the third quarter (July, August and September) and 26% occur in the second quarter (April, May and June). For more information, please contact: Kristy Hubscher, Tourism Research Analyst Tourism, Parks and Recreation kristy.hubscher@gov.ab.ca ISBN: ISSN:

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