Brand Tracking New York City
Methodology & Sample Profile Methodology Eligibility Fielding Sample Size Online survey Overnight Pleasure travelers (Have taken an overnight pleasure trip in the past two years or plan to take an overnight pleasure trip in the next two years). Residents of New York City. : September 22 nd - October 3 rd, n=1,000 2
Travel Destination Awareness and Consideration 3
Types of Trips 2014 Short weekend trips Longer trips of 4 or more nights away from home Trips within your state Trips elsewhere in US Take more trips 31 32 34 21 19 22 20 21 24 19 19 23 Amount of travelling among New Yorkers has remained relatively the same versus the last two years. More mentions of never taking trips elsewhere in the US (+2). Taking about the same number of trips Taking fewer trips Never take this type of trips 4 4 3 17 15 17 49 49 46 4 3 3 22 22 21 53 55 54 6 5 4 21 20 20 53 55 52 5 3 3 22 23 21 54 54 53 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: 2014 n=1006, n=2004, n=1000 QBAA. Next we have a few questions about specific types of trips. For each one, we would like to know if you are taking more trips or fewer trips now than you were one year ago. 4
Types of Trips - Longer Trips 2014 Take more trips Trips out of the country 17 15 18 Trips within 500 kilometers of my home 17 15 18 Trips to destinations more than 500 kilometers away 17 17 17 Overall, travel habits of NYC residents have not shifted much over time. Taking about the same number of trips Taking fewer trips 40 42 37 28 28 21 21 55 58 55 25 24 50 53 52 29 21 24 Never take this type of trips 16 15 16 8 7 7 7 6 7 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: 2014 n=1006, n=2004, n=1000 QBAA. Next we have a few questions about specific types of trips. For each one, we would like to know if you are taking more trips or fewer trips now than you were one year ago. 5
Total Unaided Awareness of Ontario for a Short Trip (1-3 nights) Away from Home 10 8 Unaided awareness of Ontario for a short trip remained the same compared to last Spring. 6 4 3 3 3 3 2 2 2 1 1 1 1 1 1 2 1 2 2 2 0 2008 2008 Spring 2009 2009 2009 Spring 2010 2010 0 2011 2012 2013 2014 2014 Winter 2014 Winter Spring Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample Q.5 When you think of taking a short getaway trip of one to three nights away from home, which destination first comes to mind? Where is this destination located? Q.6 What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? period 6
Total Unaided Awareness of Destinations for a Short Trip (1-3 nights) Away from Home Specific Place/City Mentions: Top 10 Mentions Boston is still the top-city New Yorkers mention for a short trip followed by Atlantic City and Washington. 16 14 13 10 11 10 Boston (MA) Atlantic City (NJ) Washington (DC) 8 7 6 6 7 6 4 5 6 5 5 4 3 4 Philadelphia (PA) Miami/Miami Beach (FL) Las Vegas (NV) Orlando (FL) Poconos (PA) New York City (NY) Chicago (IL) Canada has only been cited by 7 of pleasure travellers a comparable result versus last. 81 75 Net State/Country/Region: Top 10 Mentions 26 25 22 22 24 21 21 24 19 19 11 10 9 9 8 8 8 7 U.S. (net) New York (sub-net) Florida (sub-net) Pennsylvania (sub-net) Massachusetts (sub-net) New Jersey (sub-net) District of Columbia (sub-net) California (sub-net) Carribean (net) Canada (net) Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample; n=2004; n=1000 Q.5 When you think of taking a short getaway trip of one to three nights away from home, which destination first comes to mind? Where is this destination located? Q.6 What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? 7
Total Unaided Awareness of Ontario for a Longer Trip (4+ nights) Away from Home 10 Very few New York residents mentioned Ontario for longer trips. It remains stable with 1. 8 6 4 2 1 1 1 1 1 1 2 2 1 2 1 2 1 1 1 2 2 1 0 2008 2008 Spring 2009 2009 2009 Spring 2010 2010 2011 2012 2013 2014 2014 Winter 2014 Winter Spring Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample Q.7 When you think of taking a longer vacation of 4 or more nights away from home, which destination first comes to mind? Where is this destination located? Q.8 What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? period 8
Total Unaided Awareness of Ontario for a Longer Trip (4+ nights) Away from Home Las Vegas and Orlando are still the top two destinations NYC pleasure travellers mentioned first for a longer trip. Specific Place/City Mentions: Top 10 Mentions 10 10 8 7 7 6 5 5 5 4 4 4 4 4 3 2 2 2 4 2 Las Vegas (NV) Orlando (FL) Paris (FRA) Miami/Miami Beach (FL) San Francisco (CA) Los Angeles (CA) London (unspecified) New Orleans (LA) Boston (MA) London (UK) Staying in the United States for a longer trip remains pleasure travellers primary choice. 66 64 Net State/Country/Region: Top 10 Mentions 33 31 33 29 25 23 22 21 10 11 10 10 11 10 11 9 11 9 U.S. (net) Florida (sub-net) Europe (net) Caribbean (net) California (sub-net) Nevada (sub-net) Asia (net) Hawaii (sub-net) France (sub-net) Italy (sub-net) Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample; n=2004; n=1000 Q.7 When you think of taking a longer vacation of 4 or more nights away from home, which destination first comes to mind? Where is this destination located? Q.8 What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? 9
Interest in Ontario Travel in the Next 12 Months Top 2 Box (Very/Fairly Interested) 100 90 Interest in travelling to Ontario in the next 12 months has decreased slightly to reach Winter 2014 level. 80 70 60 50 47 46 52 60 56 42 51 64 60 70 64 65 66 66 64 40 30 43 2008 2008 Spring 2009 2009 39 2009 Spring 2010 2010 2011 2012 2013 2014 2014 Winter 2014 Spring Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence period Base: Total sample Q15b. How interested are you in travelling to each of the following destinations within the next 12 months? 10
Interest in Ontario Travel in the Next 12 Months - by Key Segments Top 2 Box (Very/Fairly Interested) For Family Memory Builders and Connected Explorers, interest in Ontario remains somewhat consistent. Compared to Spring, knowledge Seekers were more interested in travelling to Ontario while Up & Coming Explorers were less interested to visit Ontario. 100 90 80 70 60 50 40 30 92 86 85 83 84 86 79 73 71 67 70 63 64 60 63 61 63 64 62 52 59 51 57 54 55 46 50 44 2014 2014 Winter Spring Family Memory Builders Connected Explorers Knowledge Seekers Up & Coming Explorers Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample Q15b. How interested are you in travelling to each of the following destinations within the next 12 months? 11
Interest in Travel in the Next 12 Months - All Destinations Trended Top 2 Box (Very/Fairly Interested) Overall interest in travel destinations are in line with. Fewer NYC residents were interested in travelling anywhere else in the USA. Top 2 Box (Base) 2014 (n=1006) (n=2004) (n=1000) Ontario, Canada 70 65 64 Quebec, Canada 73 67 67 New York State, USA 81 78 77 Michigan, USA 44 36 35 Pennsylvania, USA 68 66 65 New England states, USA 83 83 81 Anywhere else in the USA 93 93 91 Anywhere else in Canada 69 66 64 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q15b. How interested are you in travelling to each of the following destinations within the next 12 months? 12
Interest in Travel in the Next 12 Months - All Destinations by Subgroups Top 2 Box (Very/Fairly Interested) TOTAL GENDER AGE Younger pleasure travellers are more interested in travelling to Ontario, Quebec and in Canada (anywhere else) compared to the 55+ cohort. Top 2 Box (Base) (n=1000) Male Female 18-34 35-54 55+ (n=499) A (n=501) B (n=329) C (n=371) D (n=300) E Ontario, Canada 64 65 63 72E 65E 53 Quebec, Canada 67 67 67 77DE 67E 57 New York State, USA 77 76 77 80E 77 72 Michigan, USA 35 39B 31 48DE 33E 23 Pennsylvania, USA 65 67 62 68E 66 59 New England states, USA 81 80 82 82 80 81 Anywhere else in the USA 91 90 92 93 89 91 Anywhere else in Canada 64 65 64 72E 66E 54 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q15b. How interested are you in travelling to each of the following destinations within the next 12 months? 13
Likelihood to Travel in the Next 12 Months - All Destinations Trended (One Night or More) Top 2 Box (Definitely/Probably Will Travel) A quarter of the New York City respondents indicated they are likely to visit Ontario in the next year. Likelihood to visit has been stable compared to last year. Top 2 Box (Base) 2014 (n=1006) (n=2004) (n=1000) Ontario, Canada 40 27 25 Quebec, Canada 39 27 25 New York State, USA 66 43 42 Michigan, USA 29 18 15 Pennsylvania, USA 47 33 31 New England states, USA 57 38 36 Anywhere else in the USA 69 44 42 Anywhere else in Canada 38 26 24 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q16. And how likely are you to travel to the following destinations within the next 12 months for a pleasure trip of one night or more? 14
Likelihood to Travel in the Next 12 Months - All Destinations by Subgroups (One Night or More) Top 2 Box (Definitely/Probably Will Travel) TOTAL GENDER AGE Likelihood to travel to Ontario in the next 12 months is somewhat stronger for millennials regardless of the destination. Top 2 Box (Base) (n=1000) Male Female 18-34 35-54 55+ (n=499) A (n=501) B (n=329) C (n=371) D (n=300) E Ontario, Canada 25 31B 20 37DE 26E 11 Quebec, Canada 25 30B 20 35DE 27E 12 New York State, USA 42 44 39 50E 43E 31 Michigan, USA 15 20B 11 28DE 14E 3 Pennsylvania, USA 31 35B 27 39E 32E 21 New England states, USA 36 41B 32 42E 37E 28 Anywhere else in the USA 42 45B 38 48E 43E 33 Anywhere else in Canada 24 28B 20 36DE 23E 12 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q16. And how likely are you to travel to the following destinations within the next 12 months for a pleasure trip of one night or more? 15
Likelihood to Travel this - All Destinations Trended (One Night or More) Top 2 Box (Definitely/Probably Will Travel) About one in five pleasure travellers are likely to travel to Ontario this a similar level compared to last year. Top 2 Box (Base) (n=2004) (n=1000) Ontario, Canada 18 18 Quebec, Canada 18 18 New York State, USA 32 30 Michigan, USA 14 14 Pennsylvania, USA 23 22 New England states, USA 24 24 Anywhere else in the USA 25 26 Anywhere else in Canada 16 16 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q16a. Lastly, how likely are you to travel to the following destinations this fall for a pleasure trip of one night or more? 16
Likelihood to Travel this - All Destinations by Subgroups (One Night or More) Top 2 Box (Definitely/Probably Will Travel) TOTAL GENDER AGE Millennials were more likely to travel this regardless of the destination. About a third of them considered Ontario for this season. Top 2 Box (Base) (n=1000) Male Female 18-34 35-54 55+ (n=499) A (n=501) B (n=329) C (n=371) D Ontario, Canada 18 24B 12 31DE 18E 4 Quebec, Canada 18 23B 12 30DE 18E 5 (n=300) E New York State, USA 30 34B 25 39E 33E 16 Michigan, USA 14 19B 10 26DE 13E 3 Pennsylvania, USA 22 27B 17 33DE 21E 12 New England states, USA 24 29B 18 33DE 23E 14 Anywhere else in the USA 26 30B 22 36DE 28E 14 Anywhere else in Canada 16 21B 11 28DE 15E 4 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q16a. Lastly, how likely are you to travel to the following destinations this fall for a pleasure trip of one night or more? 17
Destination Perceptions 18
Average Rating (10-point scale) All Destinations - Trended In line with the past four years, New Yorkers continued to rate Ontario as a great pleasure travel destination. New York State outperformed the other destinations. 2013 2014 2014 Winter 2014 Spring Ontario, Canada 7.2 7.2 7.5 7.2 7.2 7.3 7.3 7.2 Quebec, Canada 7.3 7.4 7.6 7.4 7. 5 7.5 7.5 7.6 New York State, USA 8.1 8.1 8.4 8.0 8.0 8.1 8.2 8.0 Michigan, USA 6.0 5.8 6.2 5.8 5.8 5.6 5.6 5.6 Pennsylvania, USA 7.2 7.1 7.2 7.0 6.9 7.0 7.2 7.0 New England states, USA 8.0 8.0 8.1 7.7 7.9 8.0 7.9 7.9 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample Q.12 On a scale from 1 to 10, where 10 is excellent and 1 is poor, how would you rate each of the following places as a pleasure travel destination? 19
Perceptions All Destinations (Top 3 Box ) - Trended New Yorkers had comparable perceptions of Ontario versus last year. Perception of experiencing the great outdoors has significantly decreased for Ontario, Michigan, Pennsylvania and New England. Top 3 Box ONTARIO, CANADA (Base) (n=2004) (n=1000) (n=1215) QUEBEC, CANADA (n=641) NEW YORK STATE, USA (n=1159) (n=559) MICHIGAN, USA (n=1290) (n=605) PENNSYLVANIA, USA (n=1172) (n=601) NEW ENGLAND STATES, USA Experiencing something new and different 54 55 60 61 65 62 35 32 43 43 54 54 Experiencing different cultures and ways of life 55 54 63 63 59 57 25 23 43 37 42 42 (n=1176) Having lots to see and do 52 54 57 56 80 77 31 30 52 50 66 64 Having authentic experiences n/a 54 n/a 60 n/a 69 n/a 34 n/a 53 n/a 64 Nature and outdoor activities n/a 53 n/a 53 n/a 68 n/a 39 n/a 59 n/a 73 Experiencing the great outdoors 56 52 53 52 71 67 47 41 63 57 77 72 Having fun and being entertained 48 46 52 54 78 74 28 27 48 47 59 55 Urban excitement with lots of attractions n/a 44 n/a 50 n/a 75 n/a 23 n/a 38 n/a 44 Food, wine and great culinary adventures n/a 43 n/a 54 n/a 73 n/a 25 n/a 37 n/a 55 Value for the money 40 41 40 42 43 41 34 34 51 49 48 47 Average 51 50 54 55 66 66 33 31 50 47 58 57 (n=594) Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Denotes score is statistically above the region s average. Denotes score is statistically below the region s average. Q.12a And again, on a scale from 1 to 10, where 10 is excellent and 1 is poor, how would you rate each of the following places as a travel destination specifically for? 20
Brand Pillars DIVERSE The range of geographic and activity-based experiences NEW & DIFFERENT The seasons, events, multiculturalism, and liberal society combining to create new quality experiences yearround FUN The welcoming, interesting, and interactive activities which allow each visitor to create his or her own personal idea of a great time Imagery statement measured: Having lots to see and do DIVERSE Experiencing something new and different Having fun and being entertained 21
Average Ratings for Ontario Brand Pillars - Trended Slight diminution of Ontario Brand Pillars ratings over the last two years. 8.1 8.2 7.9 7.8 7.9 7.8 8 7.7 7.6 Diverse New & Different Fun 2014 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample; 2014 n=1006, n=2004; n=1000 Q.12a And again, on a scale from 1 to 10, where 10 is excellent and 1 is poor, how would you rate each of the following places as a travel destination specifically for Ontario? 22
Average Ratings for Brand Pillars - Trended By Region Other destinations have also slightly decreased compared to previous periods. New York State was significantly less perceived as New & Different over the last. Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence 2014 Average Ontario, Canada Diverse 8.1 7.9 7.8 New & different 8.2 7.9 7.8 Fun 8.0 7.7 7.6 Quebec, Canada Diverse 8.4 8.2 8.2 New & different 8.4 8.1 8.1 Fun 8.1 7.8 7.8 New York State, USA Diverse 8.2 7.7 7.7 New & different 8.4 8.1 7.9 Fun 8.8 8.7 8.5 Michigan, USA Diverse 6.6 6.0 6.0 New & different 7.3 6.7 6.5 Fun 6.9 6.4 6.4 Pennsylvania, USA Diverse 7.3 6.9 6.7 New & different 7.5 7.0 6.9 Fun 7.7 7.3 7.2 New England states, USA Diverse 7.6 7.0 6.9 New & different 8.0 7.6 7.6 Fun 8.0 7.9 7.7 Q.12a And again, on a scale from 1 to 10, where 10 is excellent and 1 is poor, how would you rate each of the following places as a travel destination specifically for Ontario? 23
Destination Perceptions (Top 3 Box ) - Trended New York State outperforms vis-à-vis other destinations, while Ontario (52) is perceived similarly as Quebec (54) and Pennsylvania (55). A place you would enjoy visiting is the top-rated perception of Ontario, while recommended place for a short getaway is the lowest rated attribute. Top 3 Box ONTARIO, CANADA (Base) (n=2004) (n=1000) (n=1215) QUEBEC, CANADA (n=641) NEW YORK STATE, USA (n=1159) (n=559) MICHIGAN, USA (n=1290) (n=605) PENNSYLVANIA, USA (n=1172) (n=601) NEW ENGLAND STATES, USA A place that you would enjoy visiting 62 59 65 63 75 71 37 33 58 56 73 70 A place that is accepting, where you can be yourself n/a 53 n/a 52 n/a 75 n/a 40 n/a 59 n/a 64 An exciting place to visit 52 51 56 55 74 70 29 30 45 44 57 56 A place where it is easy to vacation 47 50 47 51 69 72 39 38 64 64 69 69 A place that has a surprising number of destinations and attractions within n/a 49 n/a 52 n/a 73 n/a 31 n/a 52 n/a 60 A place that you would recommend for a vacation or short getaway 46 47 49 51 75 72 27 27 59 53 70 67 (n=1176) Average 52 52 54 54 73 72 33 33 57 55 67 64 (n=594) Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Denotes score is statistically above the region s average Denotes score is statistically below the region s average Q.12b Using a scale from 1 to 10 on which 1 equals Does not apply at all and 10 equals Applies completely, how would you rate these travel destinations for being..? 24
Perceptions of Ontario (Top 3 Box ) - By Subgroups Millennials perceive Ontario as an exciting place where it is easy to vacation and that they would recommend for a short trip. This group has the highest perceptions of Ontario among all respondents. Top 3 Box (Base) TOTAL GENDER AGE (n=1000) Male Female 18-34 35-54 55+ A place that you would enjoy visiting 59 58 60 62 56 58 A place that is accepting, where you can be yourself 53 53 52 57 52 49 An exciting place to visit 51 50 53 56D 48 50 A place where it is easy to vacation 50 51 49 55D 46 49 A place that has a surprising number of destinations and attractions within 49 47 51 50 47 49 A place that you would recommend for a vacation or short getaway 47 48 46 52E 47 41 (n=499) A (n=501) B (n=329) C (n=371) D (n=300) E Average 52 51 52 55 49 49 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Denotes score is statistically above the region s average Denotes score is statistically below the region s average Q.12b Using a scale from 1 to 10 on which 1 equals Does not apply at all and 10 equals Applies completely, how would you rate these travel destinations for being..? 25
Average of Equity Pillars (Top 3 Box) - Trended Average equity of all destinations decreased slightly during. Michigan underperforms on equity pillars vis-à-vis other destinations. 51 55 45 41 45 39 39 39 43 43 44 48 43 47 74 66 70 68 69 69 67 34 31 25 23 24 25 27 61 55 51 54 55 55 54 Ontario, Canada Quebec, Canada New York State, USA Michigan, USA New England States, USA Familiarity 2014 2014 Winter 2014 Spring I am familiar with and understand what this place has to offer 52 45 48 41 42 42 45 Pennsylvania, USA Uniqueness Relevance Popularity Quality This place has unique and different features that other destinations for pleasure travel do not have It is a place that fits my lifestyle and needs for pleasure travel It is a popular destination for a pleasure trip This place offers consistently high quality travel experiences Base: Total sample; 2014 n=1001, 2014 n=1006, Winter 2014 n=1,001, n=2004, n=2004, Spring n=2007, n=1000 Q13ii. Using a scale from 1 to 10, please indicate how much you agree or disagree with each of the following statements. 26
Equity Pillars All Destinations - Top 3 Box (1-10 scale) - Trended New Yorkers improved their ratings of Ontario s equity pillars over the last year; Familiarity (+5) and Uniqueness (+4). Rating of Familiarity for Quebec and Michigan also increased compared to. ONTARIO, CANADA (Base) (n=2004) (n=1000) (n=1215) QUEBEC, CANADA (n=641) NEW YORK STATE, USA (n=1159) (n=559) MICHIGAN, USA (n=1290) (n=605) PENNSYLVANIA, USA (n=1172) (n=601) NEW ENGLAND STATES, USA (n=1176) Familiarity 31 36 34 39 75 75 22 27 51 53 55 58 Uniqueness 40 44 47 51 64 62 26 28 34 40 47 48 Popularity 45 45 49 50 73 71 24 26 43 45 62 60 Relevance 41 42 45 47 63 63 26 25 40 44 56 53 Quality 45 46 49 48 65 62 26 28 40 41 55 53 (n=594) Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q13ii. Using a scale from 1 to 10, please indicate how much you agree or disagree with each of the following statements. 27
Personality Traits All Destinations - Trended Top-rated personality trait for Ontario is Cool (39), while Dynamic (23) was the lowest-rated trait. Results remained in line with Spring. 32 43 68 17 21 28 Spring 16: 26 23 51 Spring 16: 32 31 29 29 25 12 15 39 Spring 16: 37 Spring 16: 30 47 42 39 42 45 42 34 32 26 29 21 20 21 23 30 Dynamic Well-rounded Cool Open-minded Ontario, Canada Quebec, Canada New York State, USA Michigan, USA Pennsylvania, USA New England states, USA Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q.13a Still thinking about these destinations, which of the following words do you think could describe each destination if it were a person? 28
Purchase Cycle 29
OTMPC - Purchase Cycle - Ontario 11 have visited Ontario in the past 12 months (+1), and among them, they share their travel experiences with others by 45 posting photos (-9) 44 updating status on social websites (+2) 30 write reviews or rate travel experience (-3) 31 blogging or tweeting (-5) Sharing Experiences Create brand advocates, viral marketing and C2C communication Awareness/ Consideration Differentiate and build familiarity with broad audience with icons and unique experiences 36 (T3B) are familiar with Ontario and understand what it has to offer (+5) 9 will consider Ontario in the next 2 years (-1) 24 are not currently considering Ontario, but may in the future (-2) Provide easy access to travel information during trip Provide compelling reasons to visit 17 have visited Ontario within past 2 years (-1) Visitation Intention 10 are very likely to visit in next year (+3) () Numbers in brackets indicate difference compared to 30
Queen s Printer for Ontario,