CANADIAN TRAVEL MARKET. Outdoor Activities While on Trips of One or More Nights. Overview Report. February 29, 2008

Transcription

1 CANADIAN TRAVEL MARKET Outdoor Activities While on Trips of One or More Nights Overview Report February 29, 2008 Prepared by Lang Research Inc. on behalf of: Ontario Ministry of Tourism, Ontario Tourism Marketing Partnership Corporation, Quebec Ministry of Tourism, Travel Manitoba, Canadian Tourism Commission, Tourism Saskatchewan, Atlantic Canada Tourism Partnership, Alberta Tourism, Parks, Recreation and Culture, Department of Canadian Heritage, Tourism British Columbia, Parks Canada Agency, Government of Yukon, Government of Northwest Territories

2 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 2 Executive Summary Over the last two years, 61.6% (15,269,616) of adult Canadians participated in outdoor activities while on an out-of-town pleasure trip of one or more nights. This represents 82.8% of the Canadian Pleasure Travelers (i.e., those who took at least one pleasure trip in the past two years). As the number of outdoor activity types participated in increases, travelers are progressively more likely to be male, younger and bettereducated and to have higher household incomes. They are also more likely to live in Alberta, British Columbia and Saskatchewan than elsewhere in Canada. Travel and the Number of Outdoor Activities There was a strong association between the number of outdoor activity types participated in and the likelihood that the respondent traveled to destinations in Canada in the past two years. Those who participated in a larger number of outdoor activities were especially likely to have taken trips to Saskatchewan, Alberta, British Columbia and the Northern Territories (i.e., the Yukon, Northwest Territories, Nunavut). As the number of outdoor activities pursued while on trips increases, there is a corresponding increase in the number of outdoor activities undertaken while not traveling. Those more active in outdoor activities were also more likely to have participated in culture and entertainment activities while on trips. Those highly active in outdoor activities were especially likely to take part in participatory, cultural experiences (e.g., participatory historical activities) and to have attended sporting events (e.g., professional sports), live art performances and festivals (e.g., musical festivals). There was also a strong association between the number of outdoor activities participated in while on trips and the number of tours and cruises taken during the past two years. Those who are very active in a wide range of outdoor activities while traveling consider it important that they are physically challenged while on vacation. They are also more likely to seek vacations that are intellectually stimulating, provide learning opportunities and offer novelty. By contrast, those who participated in relatively few outdoor activities while on trips are more likely to pursue vacations that allow them to be pampered, renew personal connections with friends and keep family ties alive. Travelers who are very active in a wide range of outdoor activities are much more likely to use the Internet to plan and book trips. For example, 74.3% of those who participated in six or more types of outdoor activities used the Internet to plan or book travel, while only 39.9% of those who did not participate in outdoor activities used the Internet to plan travel.

3 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 3 Executive Summary (Cont d) Outdoor Activity Types The 81 outdoor activities assessed in the Canadian TAMS 2006 survey were submitted to a factor analysis to identify activities which tend to be undertaken by the same individuals while on trips. This analysis identified 21 outdoor activity types that are similar to one another in that travelers who participate in one activity within the group are also likely to participate in others within the same group. The activity types include athletic activities (i.e., golfing, cycling, exercising & jogging, sports & games, team sports, extreme air sports, skating); nature-oriented activities (i.e., hunting, fishing, hiking, climbing & paddling, wildlife viewing, horseback riding); winter activities (downhill skiing & snowboarding, cross-country skiing & snowshoeing, wilderness activities); water-related activities (boating & swimming, ocean activities, sailing & surfing, freshwater scuba diving & snorkeling) and motorized recreational activities (snowmobiling & ATVing; motorcycling). The most common outdoor activity types participated in while on trips during the past two years were ocean activities (e.g., swimming in the ocean, sunbathing or sitting on a beach) and wildlife viewing (e.g., viewing animals, birdwatching, whale-watching). These are relatively passive activities which can be enjoyed by travelers of all ages. Other common outdoor activity types include boating and swimming (e.g., motorboating, swimming in a lake), hiking, climbing and paddling, fishing, and sports and games (e.g., bowling, board games, volleyball, tennis). Outdoor activities which require considerable physical exertion (e.g., extreme air sports) or special equipment and skills (e.g., motorcycling, freshwater scuba & snorkeling, hunting, horseback riding, sailing & surfing, snowmobiling & ATVing) were undertaken much less often on trips. There is wide variation in how often an activity type is cited as the main reason for taking a trip, ranging from 74.0% for hunting to 14.1% for exercising and jogging. Activity types which are most often considered the main reason for trips often require a distinctive type of terrain (e.g., hunting, downhill skiing & snowboarding) in order to undertake the activity. Activities which may be undertaken in a wide range of destination types (e.g., exercise & jogging, sports & games) are less likely to be the main reason for a trip. Certain outdoor activity types exhibit wide variation between the regions (e.g., hunting) while others are relatively evenly distributed across all regions (e.g., wildlife viewing). There are also distinctive outdoor activity patterns manifested by travelers from various regions, with those from Saskatchewan, Alberta and British Columbia more active in outdoor activities and those from the Atlantic Provinces less active.

4 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 4 Executive Summary (Cont d) Males were much more likely to engage in sportsman activities (e.g., hunting, fishing), competitive sports (e.g., golfing, team sports) and motorized outdoor activities (e.g., motorcycling, snowmobiling, ATVing) while on trips. Males were also more likely to participate in many of the most strenuous outdoor activities such as downhill skiing and snowboarding and cycling. Females were more likely to go horseback riding, exercising and jogging and cross-country skiing and snowshoeing while on trips. They were also more likely than males to participate in less strenuous activities such as wildlife viewing and ocean activities. Young Singles and Young Couples were over-represented among participants in most outdoor activities while traveling. Mature Families were more likely than Young Families to participate in outdoor activities on trips, and especially in competitive activities (e.g., team sports, sports & games) and the more physically strenuous activities (e.g., downhill skiing & snowboarding, skating, cycling). Older Couples and Older Singles (i.e., those 55 and older) tend to be under-represented among the participants of most outdoor activity types. Less strenuous activities (e.g. wildlife viewing, fishing) exhibit relatively little variation across the lifecycle stages while those requiring more physical exertion or skill (e.g., downhill skiing & snowboarding, extreme air sports) are much more likely to be undertaken by those in the younger lifecycle stages. Outdoor activities which tend to require expensive equipment or are physically strenuous (e.g., downhill skiing & snowboarding, sailing & surfing) were more often undertaken by affluent travelers (i.e., higher household incomes, better-educated). Hunting is more likely to be pursued by less affluent travelers. Less demanding nature-oriented activities (e.g., fishing, wildlife viewing) and water-oriented activities (e.g., boating & swimming) are broadly participated in across education levels and income categories. Those who participated in various types of outdoor activities while on trips were often over-represented among visitors to various provinces or regions of Canada. For example, those who went cross-country skiing were over-represented among visitors to Quebec while those who went freshwater scuba diving and snorkeling were more likely to have taken a trip to Ontario in the last two years. Those who participated in natureoriented activities (e.g., wildlife viewing, horseback riding, hiking, climbing and paddling, wilderness activities) were especially over-represented among travelers to most of the Western Provinces and Northern Territories. Those who went golfing or participated in fitness activities (e.g., exercising and jogging) were over-represented among travelers to the Western Provinces.

5 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 5 Executive Summary (Cont d) An analysis of other outdoor activities undertaken on trips by those who participate in each outdoor activity type reveals several associations. For example, there is an association between hunting, fishing and snowmobiling & ATVing suggesting that similar types of individuals participate in these activities. There is also an association between downhill skiing and snowboarding, cross-country skiing and snowshoeing and iceskating perhaps reflecting a general interest in outdoor winter activities. Another cluster of activities is evident for competitive sports (e.g., golf, team sports, sports and games) suggesting that those who play one competitive sport are more likely to play others. There was a very strong relationship between the outdoor activities undertaken while on trips and the outdoor activities pursued while not traveling. Thus, those who golf on trips generally golf at home; those who hunt while on trips go hunting locally, anglers go fishing locally, cyclers ride bikes when not traveling and those who exercise and jog while on trips continue to do so throughout the year. By contrast, the relationship between the types of outdoor activities and culture and entertainment activities pursued when on trips was relatively weak. The same types of culture and entertainment activities (e.g., shopping & dining; historical sites, museums & galleries; theme parks & exhibits; festivals & fairs) were popular across all outdoor activity types. However, there is a relatively strong association between the type of outdoor activities pursued while on trips and the types of accommodation used. For example, downhill skiers and snowboarders were most likely to have stayed at a ski or mountain resort; participation in ocean activities and sailing and surfing was strongly associated with stays at seaside resorts; participation in nature-oriented activities were generally linked to stays in public, private and wilderness campgrounds. There is a moderate association between the types of outdoor activities pursued and the types of tours and cruises taken while on trips. For example, those who pursued natureoriented outdoor activities (e.g., hunting, fishing, wildlife viewing, hiking, climbing & paddling) were more likely to have taken a wilderness tour; those who participated in resort-based, water activities (e.g., ocean activities, freshwater scuba and snorkeling, sailing and surfing) were more to have taken a sightseeing cruise; those who went skiing were more likely to have taken a tour of a winery; and those who went motorcycling were more likely to have taken self-guided, multi-location tours and countryside drives. In many instances, the nature of the tour or cruise taken is linked to the type of accommodation used by those who participated in various types of outdoor activities.

6 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 6 Executive Summary (Cont d) The most commonly sought vacation benefits across the various outdoor activity types were getting a break from the daily environment, relaxing and relieving stress, enriching family relationships and creating lasting memories. However, those who pursue specific types of outdoor activities tend to look for different benefits in a vacation. For example, those engaged in competitive sports (e.g., golfing, team sports, sports & games, cycling), strenuous, winter activities (e.g., downhill skiing & snowboarding, cross-country skiing & snowshoeing) and strenuous, water-related activities (e.g., freshwater scuba & snorkeling, sailing & surfing) are more likely to prefer vacations that are physically challenging. In contrast, those who pursue ocean activities are more likely to prefer vacations that allow them to be pampered; those active in sportsman activities (e.g., hunting and fishing) seek vacations that offer solitude and isolation; and those who participated in fitness activities (e.g., exercising and jogging, cycling), who often tend to be better-educated, prefer vacations that are intellectually stimulating. While most Canadian Pleasure Travelers consider it important that they feel safe at a destination, there are variations in what is considered important in a destination by those who pursed different types of outdoor activities. For example, those who participate in nature-oriented activities (e.g., hiking, climbing & paddling, wildlife viewing, wilderness activities, horseback riding) and sportsman activities (i.e., hunting, fishing) consider it important that a destination has camping available; those who participated in activities often associated with resorts (e.g., golfing, sailing and surfing, ocean activities, exercising and jogging) are more likely to consider it important that a destination offers luxury accommodation. Those who tend to participate in physically strenuous outdoor activities (e.g., downhill skiing & snowboarding, freshwater scuba & snorkeling, sailing & surfing) and fitness activities (e.g., exercise and jogging, cycling), which are more often pursued by better-educated travelers, are more likely to consider it important that a destination is culturally distinctive. By contrast hunters, who tend to be less welleducated and who are more often domestic travelers, consider it more important that a destination has a familiar culture and language. The Internet is a key travel planning and booking tool for most of the outdoor activity types. In fact, 17 of the 21 outdoor activity types were more likely to use the Internet to plan and book travel than the average Canadian Pleasure Traveler. Only those who went hunting, fishing, motorcycling or snowmobiling or ATVing were less likely to use the Internet than the average Canadian Pleasure Traveler. Those who participated in outdoor activity types which tend to undertaken by individuals with university degrees (e.g., downhill skiing and snowboarding, cross-country skiing and snowboarding, sailing and surfing, cycling) were the most likely to use the Internet to plan and book travel.

7 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 7 Summary of 21 Outdoor Activity Types Ocean Activities [36.1% (8,951,385) of Canadian adults participated in ocean activities while on a trip] Ocean Activities (e.g., sunbathing, swimming in the ocean) were the most common outdoor activities pursued while on trips during the past two years. Those who participated in ocean activities were more often female, slightly older and moderately affluent. They were among the most frequent out-of-country travelers as the 4 th most likely (of the 21 outdoor activity types) to have taken a trip to the Caribbean (25.7%) and the 5 th most likely to have visited Mexico (20.0%). By contrast, they were the least likely (of the 21 outdoor segments) to have traveled within their own province (89.5%), the 19 th most likely to have visited an adjacent province (52.1%) and the 18 th most likely to have visited a non-adjacent province (34.7%). They tend to participate in other water-activities (e.g., boating & swimming) and passive, nature-oriented activities (e.g., wildlife viewing) while on trips. They often take self-guided and guided, sameday tours and they were much more likely than the average Canadian Pleasure Traveler to have stayed at a seaside resort or to have taken a Caribbean cruise. They seek vacations that offer an opportunity to relax and relieve stress, create lasting memories and strengthen family relationships. They are avid consumers of travel media, above-average users of the Internet and may also be effectively targeted through current hit radio stations and city lifestyles, fashion and beauty magazines. Wildlife Viewing [30.7% (7,605,527) of Canadian adults participated in wildlife viewing while on a trip] Wildlife viewing (e.g., viewing animals / birds) was the most popular nature-related trip activity. Wildlife Viewers are slightly more likely to be female (52.9%), 25 to 54 years of age and married with dependent children living at home. They are more likely to have a university education and their household incomes are close to that of the average Canadian Pleasure Traveler. 99.1% visited one or more Canadian destinations in the past two years and they were over-represented among those visiting the Western Provinces and Northern Territories. They were particularly interested in pursuing other nature-related activities (e.g., hiking, climbing & paddling) and historical or cultural experiences while on trips (e.g., participatory historical activities). They tended to stay in public campgrounds and in wilderness settings. The availability of camping at a destination is especially important to them. Relative to other Canadian Pleasure Travelers, Wildlife Viewers seek vacations that are intellectually stimulating, novel and memorable. Wildlife Viewers were more likely than average to use the Internet to plan and book travel. They are also particularly likely to use official tourism information sources (e.g., brochures & guides, visitor information centres, websites) to plan trips. They can also be effectively targeted through travel, nature and home-related media.

8 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 8 Summary of 21 Outdoor Activity Types (Cont d) Boating & Swimming [30.6% (7,579,543) of Canadian adults went boating and swimming while on a trip] Boating & Swimming is a broadly-based outdoor activity that is especially popular among Young Singles, Young Couples and Mature Families (i.e., those with teenaged children). Their level of education and household incomes are close to average. Boaters and Swimmers tend to travel primarily within their own province (93.4%). They were the 16 th most likely to have taken a trip to an adjacent province (54.6%) and 19 th most likely to have traveled to a non-adjacent province (33.5%). They were the 16 th most likely to have traveled to the United States (54.3%), but more likely than the average Canadian Pleasure Traveler to have visited Mexico (14.8%) and the Caribbean (17.9%). While traveling, they were highly active in family-oriented activities (e.g., sports & games, horseback riding), other water-based activities (e.g., sailing & surfing, freshwater scuba & snorkeling) and strenuous, outdoor activities (e.g., downhill skiing & snowboarding, cycling). They were also more likely than average to attend sporting events, musical concerts, festivals and attractions and theme parks and exhibits. They tend to stay at public and private campgrounds or at lakeside or riverside resorts. Boaters and Swimmers prefer vacation destinations with many activities for children and that are both relaxing and provide an escape from their day-to-day environment. Boaters and Swimmers are moderate users of the Internet plan and book travel. They are more likely than others to make use of the official travel information sources of specific countries or regions (e.g. brochures, visitor information centres, websites) and can also be effectively targeted through sports media and family-related media. Hiking, Climbing & Paddling [25.4% (6,281,852) of Canadian adults went hiking, climbing & paddling while on a trip] Hiking, climbing and paddling was the fourth most common outdoor activity type undertaken by Canadian Pleasure Travelers. They tend to be younger than the average Canadian Pleasure Traveler and are over-represented among Young Singles and Young Couples. This is a well-educated segment with above-average household incomes. Almost all Hikers, Climbers & Paddlers have traveled in Canada during the past two years and they were more likely to have traveled to other provinces and regions in Canada than the average Canadian Pleasure Traveler. They are very active in outdoor activities and especially strenuous, high-energy activities (e.g., cross country skiing, cycling, fresh water scuba and snorkeling) both while traveling and while not traveling. They typically stay in public campgrounds and resorts. They seek novelty, intellectual stimulation and physical challenge when they travel. Hikers, Climbers & Paddlers are among the most frequent users of the Internet to plan and book trips. They are aboveaverage consumers of tourism media. They may also be effectively targeted through science and nature media and electronic product media (e.g., computers).

9 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 9 Summary of 21 Outdoor Activity Types (Cont d) Fishing [17.6% (4,351,708) of Canadian adults went fishing while on a trip] Fishing was the fifth most common outdoor activity undertaken by Canadian Pleasure Travelers. Anglers are predominantly male (61.2%) between the ages of 18 and 54. They have the fifth lowest household income ($76,370) and are the third least likely to have a university education of the 21 outdoor activity types. Relative to the other 21 outdoor activity types, Anglers primarily travel within their own province or region. They were the least likely to have taken a trip to another province in Canada and the second least likely to have traveled to the United States (47.3%). Anglers were especially active in nature-oriented activities such as hunting, wilderness activities and snowmobiling & ATVing. Anglers also exhibit particular interest in sporting events both while traveling and while not traveling. They most often go camping and tend to seek vacations that allow them to get away from their day-to-day environment, relax and relieve stress and find solitude and isolation. Anglers are less likely to use the Internet to plan and book travel. They are also below-average users of travel media. They tend to rely on past experience, word-of mouth and maps when planning trips. Anglers can be most effectively targeted through outdoor and nature magazines and sports media. Sports & Games [16.9% (4,188,171) of Canadian adults participated in sports & games while on a trip] Playing sports and games (e.g., mini-golf, bowling, board games) on trips was the 6 th most frequent outdoor activity type undertaken by Canadian Pleasure Travelers. However these activities are usually not the main reason for taking trips. Sports and Games Players are over-represented among Young Singles, Young Families (with children 12 and younger) and Mature Families (with teenage children). They are less frequent travelers than the other outdoor activity types and only the 17 th most likely of the 21 outdoor activity types to have taken a trip within their own province (91.0%), the 15 th most likely to have traveled to an adjacent province (55.6%) and the 16 th most likely to have visited a non-adjacent province or region (35.1%). Their out-of-country travel is comparable to that of other outdoor activity types. Sports and Games Players were especially active in family-oriented outdoor activities and more likely to attend sporting events and comedy and musical festivals. They were also more likely to take part in participatory, educational activities which often appeal to families. This segment seeks vacations that are relaxing, create lasting memories, enrich family relations and have lots of things to see and do for both adults and for children. They are average users of the Internet to plan and book travel, but below-average users of travel media. They can be most effectively targeted through sports and games media, family and parenting magazines, popular television programs (e.g., reality TV) and contemporary music radio stations.

10 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 10 Summary of 21 Outdoor Activity Types (Cont d) Golfing [13.6% (3,377,089) of Canadian adults went golfing while on a trip] Golfing was the seventh most frequent outdoor activity type undertaken by Canadians while on trips and 31.0% of golfers report that golf was the main reason for taking at least one trip. Golfers are more likely to be male (65%), middle-aged (35 to 64), married and have dependent children under 18 living at home. This is a relatively affluent segment with an above-average level of education and the second highest household income ($86,733) of the 21 outdoor activity types. Golfers traveled extensively during the past two years both within and outside of Canada. They were the most likely of the 21 outdoor activity types to have traveled to the United States (68.5%), the 6 th most likely to have traveled to the Caribbean (22.3%) and the 7 th most likely to have taken a trip to Mexico (19.1%). Almost all of them took a trip within Canada (97.3%) and especially within their own province (89.9%). Golfers were very active in outdoor activities while on trips and especially competitive activities and high-energy activities (e.g., downhill skiing & snowboarding). Golfers were also much more likely than others to attend sporting events while on trips. They prefer luxury accommodation and are less likely to seek intellectual and cultural stimulation than they are to pursue entertainment activities such as visits to casinos, spas, comedy festivals and clubs and winery tours. They take vacations to get a break from their day-to-day environment, to relax and relieve stress, to enrich family relationships and to create lasting memories. Golfers were only slightly above-average users of the Internet to plan and book trips. They often obtain travel information from travel agents, automotive associations and electronic newsletters. They can also be reached through sports media and business, finance and investing magazines. Exercising & Jogging [11.8% (2,926,708) of Canadian adults exercised & jogged while on a trip] Exercising and jogging was the eighth most common outdoor activity undertaken by Canadian Pleasure Travelers on trips during the last two years. However, exercising and jogging is rarely considered the main reason for taking a trip. Exercisers and Joggers are more likely to be young (18 to 35 years of age), single and female (55.6%). This is a relatively affluent segment with an above-average level of education and above-average household incomes. They are over-represented in British Columbia and Alberta. Those who exercised or jogged on trips were frequent out-of-country travelers. They were the fourth most likely to have visited Mexico (20.2%), the fifth most likely to have traveled to the United States (63.2%) and the sixth most likely to have visited the Caribbean (24.0%). They were also frequent Canadian travelers and the 7 th most likely to have traveled to an adjacent province in Canada (59.4 %).

11 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 11 Summary of 21 Outdoor Activity Types (Cont d) Exercising & Jogging (Cont d) Exercisers and Joggers take energetic trips and were especially likely to participate in high-energy, physically strenuous, outdoor activities (e.g., cycling, skating, downhill skiing & snowboarding). They were also more likely to attend live art performances and sporting events while on trips. They frequently took tours and cruises and were more likely than average to have stayed at resorts in the past two years. Not surprising, this segment prefers destinations that offer novelty, intellectual stimulation and physical challenge. Exercisers and Joggers are heavy users of the Internet and the fourth most likely of the 21 outdoor activity types to have booked travel online. They avidly consult travel websites and travel guidebooks and may also be effectively targeted through health and wellness media. Downhill Skiing & Snowboarding [10.9% (2,698,842) of Canadian adults went downhill skiing / snowboarding while on a trip] Downhill skiing and snowboarding was the 9 th most common outdoor activity undertaken in the past two years. 68.3% of those who went skiing or snowboarding on a trip stated that this was the main reason for taking at least one trip, the highest rate of the 21 outdoor activity types. Skiers and Snowboarders are more often male (55.2%) and the youngest of the 21 outdoor activity types. They are significantly over-represented among Young Singles, Young Couples and Mature Families (with teenaged children). They are arguably the most affluent of the 21 outdoor activity types with the highest average household incomes. They are also the second most likely to have a university education. They are over-represented in Alberta and British Columbia. Skiers and Snowboarders traveled extensively over the past two years. They were the most likely of the 21 outdoor activity types to have traveled to an adjacent province (64.6%), the 6 th most likely to have taken a trip within their own province (93.9%) and the 7 th most likely to have traveled to a non-adjacent province (39.6%) in the last two years. In terms of out-ofcountry travel, Skiers and Snowboarders were the 3 rd most likely of the 21 outdoor activity types to have visited the United States (65.4%), the 6 th most likely to have visited Mexico (19.1%) and the 8 th most likely to have traveled to the Caribbean (21.9%). Skiers and Snowboarders were very active in outdoor activities and culture and entertainment pursuits while they traveled. They were especially active in physically challenging and energetic outdoor pursuits and frequently attended sporting events, educational exhibits and live art performances. They prefer vacations that offer novelty, physical challenge and lots to see and do. Skiers and Snowboarders are the heaviest users of the Internet to plan and book travel. They can also be effectively targeted through travel-related media, sports-related media and popular music radio stations.

12 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 12 Summary of 21 Outdoor Activity Types (Cont d) Cycling [10.1% (2,494,384) of Canadian adults went cycling while on a trip] Cycling was the tenth most common outdoor activity pursued by Canadian Pleasure Travelers on a trip during the last two years. Cyclists are more likely to be male (54.9%) and 18 to 44 years of age. They are over-represented among Young Couples, Young Singles and Mature Families with teenage children. This is a moderately affluent segment with an above-average level of education and above-average household incomes. Cyclists were the 3 rd most likely to have taken a trip within their own province (95.1%) and the 6 th most likely to have visited an adjacent province (59.5%) in the last two years. However, they are less frequent out-of-country travelers than the other 21 outdoor activity types. Cyclists are quite active in outdoor activities both while traveling and at home. They are especially active in physically strenuous outdoor activities and more likely than others to attend live art performances while on trips. They tend to stay in public campgrounds, wilderness campsites and at ski or mountain resorts. Cyclists tend to seek vacations that offer novelty, intellectual stimulation and physical challenge. Cyclists are above-average users of the Internet to plan and book travel and more likely than others to consult official travel information sources. They may also be effectively targeted through science & nature, outdoor activity and technology (e.g., computers) magazines. Skating [8.9% (2,204,750) of Canadian adults went skating while on a trip] Skating was the 11 th most common outdoor activity undertaken by Canadian Pleasure Travelers in the past two years although it is typically not the main reason for travel. Skaters are the second youngest of the 21 outdoor activity types. They have an aboveaverage level of education and household income. Relative to the other outdoor activity types the travel patterns of Skaters are not particularly distinctive. They were the 12 th most likely to have taken a trip within their own province (93.2%) and their out-ofprovince Canadian travel and out-of-country travel is average. Skaters were very active in outdoor activities while on trips and especially strenuous winter activities (e.g., downhill skiing), summer activities (e.g., cycling) and sports. Skaters were also more likely than average to go to theme parks & exhibits and sporting events. They most often stayed at public or private campgrounds, and lakeside or riverside resorts. They prefer physically challenging vacations with lots of activity for adults and children and that allow them to reconnect with family members and create lasting memories. Skaters are aboveaverage users of the Internet to plan and book travel. They are more likely to obtain travel information from television programs and advertising and official tourism agencies. Skaters can be targeted through sports-related media and parenting magazines.

13 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 13 Summary of 21 Outdoor Activity Types (Cont d) Team Sports [8.5% (2,095,970) of Canadian adults participated in team sports while on a trip] Playing a team sport (e.g., ice hockey, baseball, soccer) on a trip was the 12 th most frequent outdoor activity type undertaken by Canadian Pleasure Travelers. Those who play team sports while on trips are primarily young (18 to 24), single and male, although this outdoor activity type is also over-represented among Mature Families (families with teenage children); perhaps reflecting parental involvement in a child s team sport activity. Team Sport Players are generally middle-class and over-represented in the Prairie Provinces. Those who participated in team sports are less frequent travelers than the other outdoor activity types. They were the second least likely of the 21 outdoor activity types to have taken a trip within their own province (89.8%), the 12 th most likely to have visited an adjacent province (56.8%) and the 15 th most likely to have visited a non-adjacent province (35.4%). Their out-of-country travel is also below-average. Team Sport Players were especially likely to play competitive sports and to attend sportsrelated events while on trips. Team Sports Players were also much more likely than others to participate in physically challenging outdoor activities, to visit theme parks and exhibits, to attend musical concerts and comedy festivals. They look for vacation destinations that have lots of things for children to see and do. Team Sport Players are below-average users of the Internet to plan and book travel and below-average consumers of travel media. They can be most effectively targeted through sports media and popular music radio stations. Snowmobiling & ATVing [8.4% (2,091,778) of Canadian adults went snowmobiling/atving while on a trip] Snowmobiling and ATVing was the 13 th most common outdoor activity undertaken by Canadian Pleasure Travelers in the last two years. The majority of Snowmobile and ATVers are male and 18 to 44 years of age. They are over-represented among Young Singles, Young Couples and especially Young Families. They are the second least likely to have a university education and their household incomes ranked 14 th overall. They are over-represented in the Prairie Provinces and the Atlantic Region. Snowmobile and ATVers primarily travel within their own province or region (93.4%). They are very active in nature-oriented activities such as hunting, fishing and camping. They also enjoy motorcycling, horseback riding, team sports, a wide array of strenuous winter activities, sporting events and equestrian and western events. They most often stay in public and private campgrounds and wilderness settings and enjoy vacations that are relaxing, unstructured and offer solitude and isolation. Snowmobile and ATVers are belowaverage users of the Internet to plan and book travel and under-utilize travel media. They can be most effectively reached through sports media, automobile and cycle magazines and popular, prime-time television programs (e.g., reality TV).

14 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 14 Summary of 21 Outdoor Activity Types (Cont d) Cross-Country Skiing & Snowshoeing [6.9% (1,715,769) of Canadian adults went cross-country skiing/snowshoeing while on a trip] Cross-country skiing or snowshoeing was the 14 th most common outdoor activity undertaken by Canadian Pleasure Travelers while traveling in the past two years. They are more likely to be female (54.0%) and slightly over-represented among those 18 to 34 years of age. They are the most likely of the 21 outdoor activity types to have a university education (44.8%) and their household income is also above-average. They most commonly live in Quebec. Cross-Country Skiers and Snowshoers are frequent travelers. They were the most likely of the 21 outdoor activity types to have taken a trip within their own province (96.6%) and the second most likely to have traveled to a nonadjacent province (42.4%) in the last two years. On the other hand, they are less likely than others to take out-of-country trips. Cross-Country Skiers and Snowshoers were highly active in both outdoor activities and culture and entertainment pursuits while traveling. They exhibit particular interest in nature-oriented activities (e.g., hiking, climbing & paddling) and physically challenging activities. They were also very active in culture pursuits which reflect their keen interest in learning. They seek vacations that are unique, intellectually stimulating and physically challenging. Cross-Country Skiers and Snowshoers are above-average users of the Internet to plan and book travel and more likely than others to use guidebooks and official tourism brochures to plan trips. They can also be effectively targeted through nature, outdoors and science media. Sailing & Surfing [4.7% (1,159,884) of Canadian adults went sailing & surfing while on a trip] Sailing and surfing was the 15 th most common outdoor activity pursued by Canadian Pleasure Travelers on trips during the last two years. Sailors and Surfers are somewhat more likely to be male (53.8%), 18 to 44 years of age and married. They are overrepresented among affluent Young Singles and Young Couples with an above-average education level and household income. Sailors and Surfers are frequent out-of-country travelers and the most likely of the 21 outdoor activity types to have taken a trip to the Caribbean (35.7%), the second most likely to have visited Mexico (24.9%) and the 5 th most likely to have traveled to the United States (64.6%). They also travel extensively in Canada and were the 6 th most likely to have taken a trip to a non-adjacent province (39.9%). Sailors and Surfers are especially active in high-energy, strenuous activities and water-based activities. They were also very likely to attend live art performances while on trips. They tend to stay in seaside resorts and often take tours and cruises. They seek novel, intellectually stimulating and physically energizing vacations. Sailors and Surfers are among the heaviest users of the Internet to plan and book travel. They avidly consume travel information and may also be reached though media related to outdoor activity, photography and video and business, finance and investing.

15 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 15 Summary of 21 Outdoor Activity Types (Cont d) Horseback Riding [3.6% (904,309) of Canadian adults went horseback riding while on a trip] Horseback riding was the 16 th most common outdoor activity pursued by Canadian Pleasure Travelers during the last two years. Horseback Riders are predominantly female (57.7%) and over-represented among Young Singles, Young Couples and Mature Singles. They are moderately affluent with an above-average level of education and household income. They are especially over-represented in Alberta. Horseback Riders were the 2 nd most likely of the 21 outdoor activity types to have taken a trip to an adjacent province (61.8%) but only the 14 th most likely to have traveled within their own province (94.6%) and the 9 th most likely to have traveled to a non-adjacent province (38.3%). In terms of out-of-country travel, Horseback Riders were the second most likely to have taken a trip to the Caribbean (28.2%), the 9 th most likely to have visited Mexico (18.5%) and the 6 th most likely to have visited the United States (59.2%). Horseback Riders were especially likely to participate in physically strenuous and nature-oriented activities while on trips. They exhibit an above-average interest in equestrian and western events but also frequently patronize live art performances. They prefer vacations that offer novelty, intellectual stimulation, physical challenge and opportunities to relax and relieve stress. Horseback Riders are among the heaviest users of the Internet to plan and book trips and they avidly consume travel media. They may also be targeted through country and western and popular music media. Hunting [3.5% (869,255) of Canadian adults went hunting while on a trip] Hunting was the 17 th most common outdoor activity pursued by Canadian Pleasure Travelers on trips in the last two years, but this activity type is cited most often as the main reason for taking a trip. Hunters are predominantly male (76%), 35 to 54 years old (the second oldest of the 21 segments) and married. Their household income is the second lowest and they are the least likely to a university degree. Hunters are primarily domestic travelers. They were the least likely of the 21 outdoor activity types to have traveled to the United States (37.1%) and the second least likely to have traveled to the Caribbean (13.5%) and Mexico (11.4%). However, almost all Hunters took trips in Canada (98.8%) and especially within their own province (93.0%) or to an adjacent province (54.6%). Most Hunters went fishing, boating and swimming while on trips. They were also very active in motorized recreational activities and wilderness activities. They predominantly stay in camping areas and remote wilderness lodges and prefer vacations that have no fixed schedule and offer solitude and isolation. Hunters were the least likely to use the Internet to plan or book trips. They tend to rely on their past experience and word-of-mouth when planning travel. However, they can be reached through country music radio stations and sports media.

16 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 16 Summary of 21 Outdoor Activity Types (Cont d) Freshwater Scuba Diving & Snorkeling [2.2% (556,454) of Canadian adults went freshwater scuba diving/snorkeling while on a trip] Freshwater scuba diving and snorkeling was the 18 th most common outdoor activity undertaken by Canadian Pleasure Travelers while traveling in the past two years. Those who went freshwater scuba diving and snorkeling are more likely to be male and they are over-represented among Young Singles, Young Couples and Mature Families. This is an affluent segment with an above-average level of education and the third highest household income ($86,733) of the 21 outdoor activity types. Freshwater scuba divers and snorkelers 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 (96.1%) and the third most likely to have traveled to an adjacent province (61.7%). This segment is very active in most outdoor activities and culture and entertainment activities while on trips, and especially water-based activities, sports and nature-oriented activities. They frequently stayed at resorts and prefer vacations that are novel, educational, physically challenging and that enrich family relationships. They are above-average users of the Internet to plan and book travel and can be effectively targeted through outdoor activity media and sports media. Motorcycling [2.2% (552,204) of Canadian adults went motorcycling while on a trip] Motorcycling was the 19 th most common outdoor activity pursued by Canadian Pleasure Travelers during the last two years. The majority (56.2%) report that motorcycling was the main reason for at least one trip in the past two years. Motorcyclists are more likely to be male (62.6%) and either young (18 to 24) or middle-aged (35 to 54). They are less well-educated than other Canadian Pleasure Travelers but they report above-average household incomes. Motorcyclists were the 5 th most likely to have taken a trip within their own province (94.6%), but only the 13 th most likely to have visited an adjacent province (56.6%) or a non-adjacent province (36.5%). However, Motorcyclists were the 5 th most likely to have taken a trip to the Caribbean (24.4%) and the 8 th most likely to have visited Mexico (18.6%). Motorcyclists were especially active in motorized activities as well as hunting, horseback riding and cycling. They also exhibit an above-average interest in equestrian and western events and amateur sporting tournaments. They were more likely than others to have taken self-guided, multi-location tours and they typically go camping. They prefer vacations that offer opportunities to relax and unwind and that are also physically energizing. Motorcyclists are below-average users of the Internet to plan or book travel. They can be best targeted through automobile and cycle magazines, sports programming and modern or alternative rock radio stations.

17 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 17 Summary of 21 Outdoor Activity Types (Cont d) Wilderness Activities [1.8% (436,817) of Canadian adults participated in wilderness activities while on a trip] Participation in wilderness activities (e.g., wilderness skills course, dog sledding, ice climbing) was the 20 th most common outdoor activity undertaken by Canadian Pleasure Travelers while traveling in the past two years. Those who participated in wilderness activities are more likely to be young (18 to 34 years of age) and single. They are welleducated, however, perhaps reflecting their youth or lifestyle imperatives, their household incomes ($73,987) ranked 19 th out of the 21 outdoor activity types. They are most likely to have traveled within their own province or region. They were the 4 th most likely of the 21 outdoor activity types to have taken a trip within their own province (95.0%), but only the 18 th most likely to have traveled to an adjacent province (38.7%) and the 8 th most likely to have visited a non-adjacent province (53.6%). They were especially likely to have recently visited the Yukon and Northwest Territories. However, they are less likely than others to take out-of-country trips. Those who participated in wilderness activities were exceptionally active when traveling and particularly in natureoriented outdoor activities. They also exhibit keen interest in culture and entertainment activities. They seek vacations that are novel, physically challenging and intellectually stimulating as well as social and inexpensive. This sector is a below-average user of the Internet to plan and book travel. They can be most effectively targeted through outdoor, science and nature magazines and multicultural and jazz radio stations. Extreme Air Sports [0.8% (207,529) of Canadian adults participated in extreme air sports while on a trip] Participation in an extreme sport (e.g., parachuting, hot air ballooning) was the least common of the 21 outdoor activity types undertaken by Canadian Pleasure Travelers while traveling in the past two years. They are over-represented among Young Singles and Young Couples. While their level of education is somewhat above-average they have the lowest average household incomes of the 21 outdoor activity types. Those who participated in an extreme air sport are relatively frequent travelers. They were the 7 th most likely to have taken a trip within their own province (93.7%), the 4 th most likely to have traveled to an adjacent province (61.7%) and the most likely to have visited a nonadjacent province (45.2%). They are also the most likely to have taken an overseas trip (52.7%) and the 3 rd most likely to have visited Mexico (21.8%) in the last two years. Extreme Air Sport Participants are very active on trips, especially in physically challenging activities and educational, cultural activities. They prefer high-energy vacations that offer lots to see and do and unique experiences. Extreme Air Sport Participants are above-average users of travel media and the Internet to plan and book travel. They may be reached through outdoor activity and sports magazines and modern or alternative rock radio stations.

18 TAMS 2006: Canadian Outdoor Activities While on Trips: An Overview Page 18 Travel Activity and Motivation Survey (TAMS) The TAMS survey examines the recreational activities and travel habits of Canadians and Americans. The survey examines out-of-town, travel behaviour of one or more nights over the past two years and provides detailed information on Travelers activities, travel motivators, places visited, type of accommodation used, impressions of Canada, its provinces and territories, demographics and media consumption patterns. TAMS represents a comprehensive assessment of travel behaviour and motivators and provides a rich and authoritative database by which to develop marketing strategies and travel products to attract visitors to Canada. In particular, TAMS was designed to: o Identify existing and potential tourism markets; o Measure the likelihood of these tourism markets being attracted to vacation experiences in Canada; o Create packaging opportunities for each of these markets; o Determine how to reach these markets (i.e., in terms of media strategies); and o Provide information on how to fine-tune and target existing marketing campaigns. TAMS was sponsored by the following organizations: Ontario Ministry of Tourism Quebec Ministry of Tourism Ontario Tourism Marketing Partnership Corporation Travel Manitoba Canadian Tourism Commission Tourism Saskatchewan Atlantic Canada Tourism Partnership Parks Canada Agency Department of Canadian Heritage Tourism British Columbia Alberta Tourism, Parks, Recreation and Culture Government of Yukon Government of Northwest Territories Statistics Canada The survey was conducted in Canada and the United States between January 2006 and June 2006 and it includes only adults (18 years and over). The reference period for the data is 2004 and The Canadian database is used in this current report. This survey was conducted by Statistics Canada. 31,699 completed questionnaires were returned. The data have been weighted to project the results to the Canadian population. This report profiles persons who participated in various types of outdoor activity while on a trip during the last two years. This report is an overview of the 21 outdoor activity types profiled using the Canadian TAMS database. There are also separate reports available in this series profiling each of the 21 outdoor activity types.