Travel Intentions Study

A2065 Travel Intentions Study Wave 14-2010 Sponsored by: Ontario Tourism Marketing Partnership Corp. FedNor Industry Canada Ontario Ministry of Tourism and Culture Tourism Toronto Presented: July 12th, 2010

Background This wave of Travel Intentions tracking draws comparisons with previous waves. This gives us a sense of trending with seasonality effects removed. Research in 2010 was conducted online with sample drawn from our Canadian and US Online Access Panels. 2,112 in Canada (Ontario, Montreal, Quebec City and Winnipeg) 5,106 in the US (Near and Mid) 2

US Survey Coverage Tier 1 DMAs Tier 2 Tier 3 Winnipeg Quebec City Montreal Minneapolis Ottawa Milwaukee Toronto Hamilton Buffalo Rochester Syracuse Boston Detroit New York Chicago Cleveland Columbus Indianapolis Cincinnati Pittsburgh Washington Philadelphia 3

Canadian Survey Coverage Domestic Market Ontario Border Markets Montreal Quebec City Winnipeg Winnipeg Montreal Quebec City 4

Presentation Topics Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism 5

6 Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism

Implications Retaining domestic support is a key immediate priority. particularly given the draw of out of province (US) destinations. Leverage breadth of unique and different experiences in province. Underscore perceptions of value. Quality of the experience Convenience And, yes, some packaged deals 7

Implications (cont d) Begin thinking about appropriate reinvestment in the Near Markets. Travel document non compliance does limit opportunity. However, border crossing reticence must also be overcome. Remind travelers in these markets about the Ontario travel experiences they have enjoyed in the past. Broaden their scope re. Ontario s full offer. 8

Implications (cont d) Continue to invest strategically in the US Mid Markets. Target segments (more so than in Near). Look for intersection of high value segments, desired experiences and Ontario s product strengths. Focus narrowly on geography to optimize investment. Need to highlight Ontario experiences that are both meaningful AND distinctive. 9

Implications (cont d) Quebec offers better conditions than it has for some time. Focus on quick cross border and iconic wins. Differentiation from Quebec s own product is critical (culture and environment). Connections to Quebec are also relevant. Send welcoming signals (Quebec spokesperson has been highly effective in the past). 10

11 Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism

Trend in General Travel Intentions and Propensity to Travel 100 Percent of Americans 80 66% 66% 67% 67% 70% Plan to travel in next 12 months % 60 40 20 0 22% '04 23% '05 20% '08 20% '09 20% '10 Non Travelers (Have not traveled overnight in past 2 years and plan not to do so in next 12 months) 12 Q1. Have you taken an out of town trip of one or more nights within the past two years, for any purpose, including trips for business, pleasure or vacation, visiting friends or relatives or other personal reasons? Q2A. Are you considering taking an out of town trip of one or more nights away from home within the next 12 months

Trend in General Travel Intentions and Propensity to Travel 100 Percent of Canadians 80 67% 68% 69% 63% 71% Plan to travel in next 12 months % 60 40 20 0 21% 23% 22% 20% '04 '05 '08 '09 20% '10 Non Travelers (Have not traveled overnight in past 2 years and plan not to do so in next 12 months) 13 Q1. Have you taken an out of town trip of one or more nights within the past two years, for any purpose, including trips for business, pleasure or vacation, visiting friends or relatives or other personal reasons? Q2A. Are you considering taking an out of town trip of one or more nights away from home within the next 12 months

Intent to Take Overnight Trip in June/August Percent of overnight travelers (past 2 years/ next 12 months) in each country Americans Canadians 79% 78% 77% 80% 75% 79% 80% 83% '05 '08 '09 '10 '05 '08 '09 '10 14 Statistically significant increase from 09 at 95% level of confidence. Q3A. During the coming months of June, July, or August, are you considering taking an out of town trip of one or more nights (MT)?

15 Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism

Various Aspects Considered in Planning Process for Pleasure Travel Percent of travelers ( 10) Americans Change vs. 09 Canadians Change vs. 09 In general I look for discounts on travel 83% +2% 77% +3% Like to have all travel arrangements taken care of before I leave Use the Internet to plan my pleasure travel and to access various choices Use the Internet to book my pleasure trips 79% 80% 72% +4% +8% +7% 73% 74% 59% +2% +8% +10% I am likely to make last minute bookings 21% 1% 33% +4% I prefer to use a travel agent rather than research options on my own 13% 1% 23% +1% 16 Significant increase versus 05 at 95% Q24. Have you already booked any aspect of a pleasure trip (pleasure trips) you are considering taking during the coming months of June, July, or August?

17 Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism

Intended Travel Patterns of Americans Next Season (Summer) Percent Of Total US Adults Stating Intend To Travel To June/Aug. 05 % 09 % 10 % 18 Destinations: Within Own State 30 38 40 Elsewhere In US 48 49 52 Ontario 8 8 7 Toronto 4 4 4 Niagara Falls 4 5 5 Elsewhere in Ont. 4 3 3 Other Canada 6 3 4 Mexico/Caribbean 8 6 7 Other Country 10 6 7 Figures in are significantly higher versus 09. Significant increase versus 05 at 95% Significant decrease versus 05 at 95% Q3A. During the coming months of June, July, or August, are you considering taking an out of town trip of one or more nights (MT)?

Ontario Travel Intention Incidence By Specific US Market Percent Of American Adults In Each Case Stating Intend To Travel To Ontario During June/August September/November 09 10 09 10 Buffalo % 28 23 13 11 Rochester % 31 19 9 11 Syracuse % 20 11 4 8 New York City % 16 14 9 9 Pittsburgh % 6 8 3 3 Detroit % 21 10 8 3 Cleveland % 11 13 5 6 Boston % 5 6 2 3 Washington DC % 5 7 2 3 Cincinnati % 9 3 5 3 Indianapolis % 10 2 7 3 Chicago % 9 8 1 5 Philadelphia % 5 8 3 3 Minneapolis % 4 7 1 1 Total US % 8 7 4 4 19 Figures in are significantly higher versus 09. Figures in are significantly lower vs. 09.

Intended Travel Patterns of Canadians Summer Season Percent Of Total Canadian Adults Stating Intend To Travel To June/Aug. Destinations: 05 % 09 % 10 % Ontario 34 44 49 Toronto 13 13 15 Niagara Falls 11 18 22 Elsewhere in Ont. 25 35 37 Other Canada 21 18 19 United States 23 22 28 Mexico/Caribbean 7 6 8 Other Country 12 9 10 20 Significant increase versus 05 at 95% Figures in are significantly higher versus 09. Q3A. During the coming months of June, July, or August, are you considering taking an out of town trip of one or more nights (MT)?

Ontario Travel Intention Incidence By Specific Canadian Market Percent Of Canadian Adults In Each Case Stating Intend To Travel To/Within Ontario During June/August September/November 09 10 09 10 Quebec City % 9 18 1 9 Montreal % 15 22 6 9 Ottawa % 56 58 32 34 Toronto % 55 58 34 32 Other Ontario % 43 62 35 33 Winnipeg % 22 25 7 11 Total Canada % 44 49 27 26 21 Figures in are significantly higher versus 09. Figures in are significantly lower vs. 09.

22 Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism

Booking Activity for Planned Ontario Summer Trip Percent of those planning pleasure trip to Toronto June/August 10 Americans Canadians No Booking Necessary 13% [22%] 31% [22%] Any Aspect Booked No Booking Necessary 39% [28%] 18% [21%] Any Aspect Booked No Aspect Booked 55% 43% [56%] [51%] No Aspect Booked 23 [ ] in brackets: 09 figures Q3F. Have you already booked any aspect of a pleasure trip (pleasure trips) you are considering taking during the coming months of June, July, or August?

24 Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism

25 Number and Length of Trips

Average Number of Planned Trips This Summer (June August) Among visitors to each destination 08 09 Americans 10 Change 09 to 10 Within Own State # 2.6 2.4 2.3 0.1 Other States # 1.9 1.9 1.9 ±0.0 Ontario: Toronto # 1.3 1.3 1.7 +0.4 NF # 1.8 1.1 1.4 +03 Other ON # 1.4 1.3 1.6 +0.3 Other Canada # 1.4 1.4 1.4 ±0.0 Mexico / Caribbean # 1.4 1.2 1.3 +0.1 Overseas # 1.3 1.7 1.5 0.2 08 09 Canadians 10 Change 09 to 10 Ontario: Toronto # 2.1 2.3 2.2 0.1 NF # 1.6 1.7 1.5 0.2 Other ON # 2.5 2.5 2.1 0.4 Other Canada # 1.4 1.5 1.5 ±0.0 United States # 1.5 1.6 1.5 0.1 Mexico / Caribbean # 1.3 1.4 1.5 +0.1 Overseas # 1.6 1.3 1.5 +0.2 26 * Average rating on 10 point scale. Statistically significant difference vs. 09 at 95% level of confidence Q3D. Thinking about the pleasure travel that you are considering, how many separate trips of one or more nights are you considering taking to the destinations you indicated, for pleasure during the coming months of June, July, or August?

Length of Next Pleasure Trip to Ontario Percent intending to visit Ontario on pleasure trip this summer (June August) and know length Number of Days Americans Vs. 09 Canadians Vs. 09 1 3 day 43% 2 65% +6 4 7 days 52% +2 27% 3 8 or more days 5% 0 8% 3 Average # 4.5 0 3.9 0.3 27 Q6A. How many days do you expect this pleasure trip of one or more nights (to/within) Ontario to take?

28 Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism

Potential Volumetric Impact of Stated Summer Intentions for Ontario ( 10) Winnipeg [123] Rest of Ontario [2,927] Quebec City [94] Minneapolis [132] Ranking of Major Urban Source Markets Toronto New York Montreal Chicago Detroit Hamilton Philadelphia Ottawa Washington Cleveland Milwaukee [79] Chicago [531] Indianapolis [25] Montreal [577] Ottawa [298] Toronto Rochester [2,125] Boston [159] Syracuse [189] Hamilton [308] Buffalo [64] [202] New York Detroit [1,024] [328] Cleveland Philadelphia [220] [302] Columbus Pittsburgh Washington [93] [139] [283] Cincinnati [43] 29 Projected number of intended Ontario visitors this spring (in thousands)

30 Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism

Are there any specific events or issues that you have heard about that make you less inclined to travel to Toronto, Niagara Falls or other places in Ontario? Percent of Americans aware of Ontario No/Don't know What are these specifically? Passport requirements 17% Change vs. 09 5% 93% 7% Yes Cost Difficulty/delays at the border 14% 13% +2% +5% 8% in 09 Issues of safety/ violence/security Not friendly 1% 4% ±0% 3% 31 Significant decrease versus 09 Significant increase versus 09 Q21A. You may have already mentioned this, but apart from your own personal circumstances or your general interest in Ontario, are there any specific events or issues that you have heard about that make you (less inclined to travel to/at all concerned about traveling to) Toronto, Niagara Falls, or other places in Ontario? Q21B. What are these issues specifically

Are there any specific events or issues that you have heard about that make you less inclined to travel to Toronto, Niagara Falls or other places in Ontario? Percent of Canadians No/Don't know What are these specifically? Issues of violence/crime 25% Change vs. 09 11% 81% 19% Yes Cost/expensive Too much traffic G20 Summit Issues 12% 5% 5% +4% 2% +5% Communication problems 4% +3% 17% in 09 Problems getting around Crowded 3% 2% +1% 1% Not friendly 2% ±0% 32 Significant decrease versus 09 Significant increase versus 09 Q21A. You may have already mentioned this, but apart from your own personal circumstances or your general interest in Ontario, are there any specific events or issues that you have heard about that make you (less inclined to travel to/at all concerned about traveling to) Toronto, Niagara Falls, or other places in Ontario? Q21B. What are these issues specifically

33 Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism

34 Rating Ontario For Specific Imagery Characteristics Average score* among travelers in each case 05 09 U.S. Canada 10 Difference Difference 09 To 05 To 10 05 09 10 10 05 To 10 09 To 10 Safe from terrorists** 8.2 7.5 7.3 N/A N/A 8.5 8.0 8.0 N/A N/A Safe from crime** 8.2 7.5 7.2 N/A N/A 8.5 8.0 7.3 N/A N/A Familiar place N/A N/A 4.8 N/A N/A N/A N/A 8.0 N/A N/A Good value for money 7.2 7.0 6.8-0.4-0.2 7.4 7.5 7.5 +0.1 ±0.0 Lots to see and do 7.9 7.5 7.4-0.5-0.1 8.1 8.2 8.1 ±0.0-0.1 Friendly 7.9 7.6 7.5-0.4-0.1 8.1 8.1 8.1 ±0.0 ±0.0 Don t have to worry about health (issues) 8.1 7.5 7.4-0.7-0.1 8.6 8.4 8.2-0.4-0.2 Can drive there/easy to get to 7.4 7.6 7.5 +0.1-0.1 8.5 8.7 8.5 ±0.0-0.2 Offers interesting travel experiences N/A N/A 7.3 N/A N/A N/A N/A 8.0 N/A N/A Offers different or unique experience 7.3 7.2 7.2-0.1 ±0.0 6.9 7.5 7.6 +0.7 +0.1 Having fun & being entertained N/A 7.4 7.2 N/A -0.2 N/A 8.0 8.0 N/A ±0.0 Would recommend visiting N/A 7.2 6.9 N/A -0.3 N/A 8.1 8.0 N/A -0.1 Overall rating for pleasure travel 7.3 6.9 7.1-0.2 +0.2 7.7 7.8 7.8 +0.1 ±0.0 *Average rating on 10 point scale. Significant increase at 99% confidence interval Significant decrease at 99% confidence interval

Rating Ontario for Specific Trip Types Average score* among travelers in each case 05 09 10 U.S. Canada Difference Difference 09 To 05 To 10 05 09 10 10 05 To 10 09 To 10 Enjoy nature/outdoors 7.5 7.2 7.3 0.2 +0.1 8.0 8.1 8.1 +0.1 ±0.0 Arts, culture and history 6.7 6.8 6.9 +0.2 +0.1 7.2 7.6 7.6 +0.4 ±0.0 Resort trip 6.4 6.3 6.3 0.1 ±0.0 6.6 6.9 7.0 +0.4 +0.1 Touring trip 7.0 7.1 7.1 +0.1 ±0.0 7.3 7.6 7.7 +0.4 +0.1 Big city trip 6.7 6.9 7.0 +0.3 +0.1 7.2 7.7 7.8 +0.6 +0.1 * Average rating on 10 point scale. Significant at 99% confidence interval Q10. And again, using a 10 point scale, how would you rate (Ontario, the province of Ontario, Canada) as a destination for...? 35

36 Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism

Toronto Summer Travel Intention Incidence By Specific US Market Percent of American Adults In Each Case Stating Intent To Travel To Toronto During June/August As of 08 As of 09 As of 10 Change 09 to 10 Buffalo % 19 14 13 1 Rochester % 7 17 10 7 Syracuse % 3 7 4 3 Cleveland % 2 3 2 1 Detroit % 4 11 4 7 Boston % 4 4 3 1 New York City % 7 9 10 +1 Pittsburgh % 5 2 2 ±0 Philadelphia % 3 2 5 +3 Washington DC % 4 3 5 +2 Cincinnati % 1 6 1 5 Chicago % 5 4 6 +2 Indianapolis % 3 8 1 7 Milwaukee % 2 4 3 1 Minneapolis % 2 1 3 +2 TOTAL US % 4 4 4 ±0 Significant decrease versus 09 at 95% Significant increase versus 09 at 95% Q3A. During the coming months of June, July, or August, are you considering taking an out of town trip of one or more nights (MT)? 37

Toronto Summer Travel Intention Incidence By Specific Canadian Market Percent Of Canadian Adults In Each Case Stating Intent To Travel To/Within Toronto During June/August As of 08 As of 09 As of 10 Change 09 to 10 Quebec City % 8 4 6 +2 Montreal % 10 7 10 +3 Ottawa % 33 31 36 +5 Other Ontario % 24 25 28 +3 Winnipeg % 7 7 14 +7 Total Canada % 13 13 15 +2 38 Significant increase versus 09 at 95% Q3A. During the coming months of June, July, or August, are you considering taking an out of town trip of one or more nights (MT)?

Toronto Ratings for Trip Types Average on 10 point scale among Travelers aware of Toronto Americans Canadians 08 09 10 08 09 10 A great place for shopping 7.3 7.5 7.3 8.1 8.1 8.2 A place with great restaurants 7.6 7.7 7.6 8.2 8.2 8.3 A place with great nightlife 7.3 7.5 7.4 7.7 7.8 7.9 Has friendly and welcoming people n/a n/a 7.5 n/a n/a 7.3 A great place to visit art galleries and museums 7.4 7.5 7.4 8.1 8.1 8.2 A great place for theatre/other cultural performances 7.4 7.6 7.4 8.2 8.2 8.3 A great place for cultural and art festivals 7.5 7.5 7.1 7.9 8.0 8.0 Strolling around to see buildings/sights 7.5 7.6 7.4 7.6 7.5 7.7 Lots for kids to see and do 7.0 7.2 7.0 7.8 7.8 7.9 Lots for adults to see and do 7.7 7.8 7.7 8.1 8.2 8.2 A great place for attending pro sports events 7.0 7.1 7.0 8.0 8.2 8.1 A great destination for an urban getaway n/a n/a 7.4 n/a n/a 7.8 Overall rating 7.1 7.1 7.1 7.2 7.1 7.2 39 Significant increase versus previous waves at 95% Significant decrease versus previous waves at 95% Q16. We would like to know about your overall impressions of (Toronto/Toronto, Ontario). Based on (your experience or) your general impressions from anything you have seen or heard, how would you rate (Toronto/ Toronto, Ontario) as a travel destination on a ten point scale, where 1 is very poor and 10 is excellent. Q17. Based on (your experience or) your general impressions from anything you have seen or heard, we would like you to rate (Toronto/ Toronto, Ontario) for specific attributes on a ten point scale, where 1 is very poor and 10 is excellent.

40 Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism

Niagara Falls Summer Travel Intention Incidence By Specific US Market Percent Of American Adults In Each Case Stating Intent To Travel To Niagara Falls During June/August As of 08 As of 09 As of 10 Change 09 to 10 Buffalo % 20 20 16 4 Rochester % 13 23 16 7 Syracuse % 9 18 7 11 Cleveland % 8 8 11 +3 Detroit % 5 10 4 6 Boston % 5 4 4 ±0 New York City % 7 11 10 1 Pittsburgh % 7 5 7 +2 Philadelphia % 6 3 5 +2 Washington DC % 3 2 4 +2 Cincinnati % 1 6 3 3 Chicago % 4 5 6 +1 Indianapolis % 2 5 2 3 Milwaukee % 3 4 5 +1 Minneapolis % 2 1 4 +3 TOTAL US % 5 5 5 ±0 Significant decrease versus 09 at 95% Significant increase versus 09 at 95% Q3A. During the coming months of June, July, or August, are you considering taking an out of town trip of one or more nights (MT)? 41

Niagara Falls Summer Travel Intention Incidence By Specific Canadian Market Percent Of Canadian Adults In Each Case Stating Intent To Travel To Niagara Falls During June/August As of 08 As of 09 As of 10 Change 09 to 10 Quebec City % 3 3 5 +2 Montreal % 6 4 11 +7 Ottawa % 13 16 14 2 Toronto % 29 31 38 +7 Other Ontario % 10 19 20 +1 Winnipeg % 3 2 7 +5 Total Canada % 14 18 22 +4 42 Significant decrease versus 09 at 95% Significant increase versus 09 at 95% Q3A. During the coming months of June, July, or August, are you considering taking an out of town trip of one or more nights (MT)?

43 Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism

Past Experience With Northern Ontario by Region Percent of Adults in Each Case Origin Region: Been in Past 2 Years Been in Past 3 Years+ Ever Been Ontario 23 31 54% Quebec 3 8 11% Manitoba 11 28 39% Total US Near/Mid 1 6 7% Minnesota/Wisconsin 1 10 11% Northern Michigan 17 17% 44 Q22C. Have you ever taken a pleasure or vacation trip to Northern Ontario? Q22D. When did you last take a pleasure trip to Northern Ontario?

Past Experience With Northern Ontario by City Percent of Adults in Each Case Origin Region: Been in Past 2 Years Been in Past 3 Years+ Ever Been Toronto 20 26 46% Montreal 3 8 11% Chicago 6 6% Minneapolis 8 8% 45 Q22C. Have you ever taken a pleasure or vacation trip to Northern Ontario? Q22D. When did you last take a pleasure trip to Northern Ontario?

Familiarity and Interest Northern Ontario as a Travel Destination ( 10) Interested in taking trip there in next 12 months Like to take a trip there, but not soon Know a bit about it but wouldn't consider it for a pleasure trip Percent of travelers from.. who have ever been to any region of Ontario Total US Near/Mid 5% (±0%) 6% 21% 14% (±0%) (+1%) Minn/ Wisc 33% (±0%) (+6%) North Michigan Ontario Quebec Manitoba 3% 29% 10% (+3%) (+9%) ( 14%) 23% 28% ( 7%) (±0%) 2% 11% 18% ( 2%) (+2%) ( 1%) 22% 27% (+5%) ( 3%) Don't know much about it 22% 59% (±0%) 58% 39% (+5%) ( 11%) (+2%) 23% 26% (+1%) (+5%) 69% (+1%) 19% 32% ( 2%) (±0%) 46 ( ) Figures in brackets = change vs. 09. Q22F. Which of the following statements best describes your familiarity with, and interest in, Northern Ontario as a destination for pleasure travel?

Familiarity and Interest Northern Ontario as a Travel Destination ( 10) Key Cities Percent of travelers from.. who have ever been to any region of Ontario Interested in taking trip there in next 12 months Like to take a trip there, but not soon Know a bit about it but wouldn't consider it for a pleasure trip Chicago Minneapolis/St. Paul Toronto 5% 3% 26% 17% (±0%) (±0%) (+8%) 33% 14% ( 4%) (+4%) ( 2%) 15% 29% 24% ( 7%) ( 3%) (+4%) Don't know much about it 52% ( 7%) 50% (+2%) 32% (+7%) 47 ( ) Figures in brackets = change vs. '09. Q22F. Which of the following statements best describes your familiarity with, and interest in, Northern Ontario as a destination for pleasure travel?

Interest in Visiting Northern Ontario in Next Two Years Percent Of Residents In Each Case Stating Very Interested 09 10 Change 09 to 10 Total US Near & Mid % 4 4 ±0 Minnesota/Wisconsin % 4 6 +2 North Michigan % 3 +3 Ontario % 27 20 7 Quebec % 3 5 +2 Manitoba % 11 17 +6 Chicago % 3 3 ±0 Minneapolis/St. Paul % 2 3 +1 Toronto % 23 17 6 48 Significant decrease versus 09 at 95% Significant increase versus 09 at 95% Q22H.Overall, how much interest do you have in visiting Northern Ontario within the next 2 years or so?

Rating Northern Ontario for Specific Imagery Characteristics Average score* among travelers in each case with some understanding of Northern Ontario 08 09 Americans Canadians 10 Change 09 to 10 08 09 10 Change 09 to 10 Enjoy nature/outdoors 8.1 7.0 7.1 +0.1 8.7 8.4 8.2 0.2 Good value for money 6.5 6.1 6.2 +0.1 7.2 7.1 7.1 ±0.0 Lots to see and do 6.9 6.2 6.2 ±0.0 7.2 7.1 7.1 ±0.0 Friendly 7.2 6.5 6.5 ±0.0 7.8 7.6 7.5 0.1 Clean & unpolluted environment 7.9 6.9 7.0 +0.1 8.4 8.0 7.8 0.2 Destinations you can drive to 6.3 5.8 5.7 0.1 6.8 6.8 6.9 +0.1 Good for resort trip 6.9 6.2 6.2 ±0.0 7.5 7.1 7.1 ±0.0 Offers different or unique experience 7.2 6.5 6.6 +0.1 7.6 7.4 7.5 +0.1 Having fun & being entertained 6.6 6.1 6.0 0.1 6.9 6.8 6.9 +0.1 Good for touring trip 7.1 6.3 6.4 +0.1 7.5 7.3 7.5 +0.2 For fishing 6.9 NA 8.0 NA For hunting 6.6 NA 7.6 NA Overall rating for pleasure travel 6.9 6.1 6.1 ±0.0 7.4 7.2 7.2 ±0.0 * Average rating on 10 point scale. Statistically significant difference vs.. 09 at 95% level of confidence Q22L. On a scale from 1 to 10 on which 1 means "very poor" and 10 means "excellent", how would you rate Northern Ontario overall as a pleasure travel destination? Q22M. We would like you to rate Northern Ontario as a pleasure travel destination for some specific characteristics. As before, please use a scale from 1 to 10. The higher the score, the more positively you feel about the destination. 49

Unprompted Awareness of Specific Things to See And Do in Northern Ontario ( '10) Percent of Americans aware of Ontario Change Vs. 09 Fishing / Hunting Nature / Wildlife Viewing Camping Hiking 2% 3% 4% 7% ±0% ±0% ±0% ±0% None / Don't Know 79% ±0% Percent Stating Don t Know Minnesota/Wisconsin 48% Northern Michigan 54% Chicago 54% Minneapolis/St. Paul 49% 50 Q22B. Are there any specific things to see and do in Northern Ontario that come to mind?

Unprompted Awareness of Specific Things to See And Do in Northern Ontario ( '10) Percent of Canadians Change Vs. 09 Fishing / Hunting Camping Nature / Wildlife Hiking Boating / Canoeing / Kayaking Lakes / Rivers / Falls Beautiful Scenery The Mines Science Centre (in Sudbury) Sudbury Swimming / Water sports Skiing / Snowboarding Parks Big Nickel Cottages Relaxing Algonquin Park Sightseeing VFR None / Don't Know 3% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 5% 7% 7% 11% 14% 14% 49% 3% +2% +3% 1% 1% 1% +1% ±0% 3% 1% 1% ±0% 1% 1% ±0% ±0% ±0% ±0% ±0% +2% 51 Q22B. Are there any specific things to see and do in Northern Ontario that come to mind?

Interest in Specific Northern Ontario Attractions ( '10) Percent of Americans familiar with Northern Ontario Agawa Canyon Tour Train Very Interested 20 Fairly Interested 37 16 18 Not Very Interested Not At All Interested Percent Stating Very Interested In Minn/ Wisc North Michigan Chicago Minneapoli/ St. Paul 21 19 22 20 Science North/ Dynamic Earth 11 30 27 22 11 5 9 11 Lumber Jack Festival 7 24 28 32 9 3 8 8 Great Rendezvous at Fort William Historical Park 8 23 28 32 10 6 7 11 % % 52 Significant increase versus Feb 09 at 95% Q22P. Northern Ontario offers a number of different attractions and events for visitors. Some of these are described below. In each case, please use the scale provided to indicate your interest in visiting Northern Ontario within the next two years or so in order to experience the attraction or event.

Interest in Specific Northern Ontario Attractions ( '10) Percent of Canadians familiar with Northern Ontario Agawa Canyon Tour Train Very Interested 25 Fairly Interested 37 17 Not Very Interested Not At All Interested 13 Percent Stating Very Interested In Ontario Quebec Manitoba 28 17 16 Science North/ Dynamic Earth 19 34 23 17 23 9 12 Great Rendezvous at Fort William Historical Park 11 28 29 24 12 9 9 Lumber Jack Festival 10 25 30 27 12 6 4 % % 53 Significant decrease versus Feb 09 at 95% Significant increase versus Feb 09 at 95% Q22P. Northern Ontario offers a number of different attractions and events for visitors. Some of these are described below. In each case, please use the scale provided to indicate your interest in visiting Northern Ontario within the next two years or so in order to experience the attraction or event.

54 Executive Summary Propensity to Travel and Trip Planning Attitudes Toward Travel Travel Intention Details Trip Commitment Next Trip to Ontario Summer Season Potential Volumetric Impacts Impact of Negativity Specific to Ontario Perceptions of Ontario Toronto Details Niagara Falls Details Northern Ontario Social Value of Tourism

Social Values Summary Tourism has considerable personal benefit. There is extreme unwillingness to forego this. This translates into social value. Mental state and health Better perspective on life Rejuvenation Better relations with others Strengthened family ties Greater open mindedness and tolerance 55

Social Values Summary (cont d) Destination choice involves a balance of variety, novelty, familiarity and risk. Wide range of consumer preferences across this continuum. Fluidity of destination choice often stems from primacy of the travel experience. Marketers should seek to nest destination within the experience. What defines a positive travel experience? The desired benefits and outcomes. Unwind, gain perspective, rejuvenate Pure escapism and adventure meets the need in some cases. But, this isn t typical. 56

Social Values Summary (cont d) Unwinding, the exploration of interests, immersion in a different environment (cultural or physical) all have relevance. These goals can be achieved via a new destination or through reconnecting with a comfortable, familiar old one. The focus is on delivering the desired experience and outcome. The anxiety associated with the unknowns inherent in choosing a new destination can run counter to one s goals. Travel time frames vary widely. Successful destination marketers must cater to the broad spectrum. Longer may be desirable but shorter may be more realistic (and increasingly internalized in the US). Recognize that time frame transforms experience. 57

General Travel Habits Among residents of each country I like to travel to less crowded destinations I tend to divide my pleasure travel between new destinations and places I have been before I like to travel to destinations with many historical and cultural attractions/events I tend to choose a different destination each time I travel for pleasure Rather than choose a destination, I first select type of travel experience, then select one that matches I prefer to travel to destinations that are close to my home town I tend to travel only to destinations I have been to in the past and like I mainly travel to tropical destinations Agreement (Top 2 Boxes) Among Americans Among Canadians 10 15 9 7 7 6 6 Agree Strongly Agree 17 13 26 25 22 22 38 35 32 19% Somewhat 35% 32% 29% 28% 52% 48% 47% 11 15 11 11 8 6 6 Agree Strongly Agree 19 15 22 25 30 38 32 32 21% Somewhat 34 30% 31% 53% 49% 47% 41% 43% Traveling to new places is stressful to me 5 14 19% 5 14 19% 58 QSV2. Thinking specifically about your general travel habits, in terms of past or future overnight pleasure trips, to what extent would you agree or disagree with the following statements? Statistically significant at 95% level of confidence.

Pleasure Travel Behaviour Among residents of each country Among Americans Among Canadians I tend to travel to only a few specific destinations 38% 40% I tend to travel to many different destinations 26% 26% I tend to travel exclusively to one destination 19% 19% None of the above 9% 7% I don't travel 8% 8% 59 QSV2B. Which one statement below best describes your behaviour during pleasure travel of one or more nights? Statistically significant at 95% level of confidence.

Feelings and Experiences After a Pleasure Trip Among residents of each country I feel rejuvenated I have a more cheerful disposition I have a more positive outlook on life I feel rested I feel healthier I am better able to deal with stress or stressful situations My relationship with my spouse/partner improves I am better prepared to take on work tasks/challenges I become more tolerant of other people, cultures, and ideas 16 16 16 13 12 13 11 12 43 62% 44 60% 40 56% 38 54% 35 48% 35 47% 30 43% 31 42% 30 42% I become more open minded 12 I am more productive at work 10 I do not feel or act different in any way 10 My relationship with my children improves 8 27 25 21 21 39% 35% 31% 29% My relationship with coworkers improves 6 19 25% Agreement (Top 2 Boxes) Among Americans Among Canadians Agree Strongly Agree 19 Somewhat Agree Strongly Agree Somewhat 19 19 18 19 16 12 16 13 14 15 43 45 40 41 39 37 34 35 34 33 62% 64% 58% 60% 55% 49% 50% 48% 48% 48% 13 11 11 9 28 23 25 21 41% 34% 36% 30% 60 QSV3. Please think about your own overnight pleasure travel over the past year or two. Now, with that in mind, to what extent do you agree or disagree with the following statements Statistically significant at 95% level of confidence.

Feelings and Experiences During a Pleasure Trip Among residents of each country I feel happier Agreement (Top 2 Boxes) Among Americans Among Canadians Agree Strongly Agree 20 Somewhat 48 68% Agree Strongly Agree 20 Somewhat 49 69% I feel at ease 16 46 62% 17 47 64% My mental health improves 15 41 56% 15 40 55% My relationship with my spouse improves 12 30 42% 14 30 44% My physical health improves 8 22 30% 9 28 37% My relationship with my children improves 8 20 28% 8 24 32% I feel about the same as when I am not traveling 5 17 22% 5 18 23% My stress level increases 3 13 16% 3 13 16% I tend to have minor health problems 3 9 12% 3 13 16% I feel overwhelmed 210 12% 7 21 28% 61 QSV4. Again, with your own travel experiences in mind, to what extent do you agree or disagree with the following statements people have made about how they feel or think during an overnight pleasure trip? Statistically significant at 95% level of confidence.

Pleasure Trip Preferences Among residents of each country I prefer to take vacations of about 1 to 2 weeks in length Agreement (Top 2 Boxes) Among Americans Among Canadians Agree Strongly Agree 18 Somewhat 32 50% Agree Strongly Agree 18 Somewhat 34 52% I would prefer an extra week of paid holidays to a 2% increase in my salary 15 21 36% 23 23 46% I prefer frequent, but short vacations (each 2 3 days in length) 7 28 35% 8 26 34% I would prefer two extra weeks of paid holidays to a 4% increase in my salary 14 15 29% 21 20 41% I prefer less frequent but longer vacations (3 weeks and over) 5 14 19% 12 20 32% Even if money were not an issue, I would rather spend my time off work at home instead of traveling 5 11 16% 6 12 18% I only travel if I really have to 5 9 14% 6 11 17% I don't like traveling 3 7 10% 3 8 11% 62 QSV5. Thinking about pleasure travel, to what extent do you agree or disagree with the following statements? Statistically significant at 95% level of confidence.