U.S. TRAVEL MARKET Engaging in While on Trips Of One or More Nights A Profile Report August 27, 2007 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
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 1 Executive Summary Over the last two years, 3.0% (6,693,506) of adult Americans engaged in participatory historical activities while on an out-of-town, overnight trip of one or more nights. Participating in an interpretive program at a historic site or park (2.1%) was the most popular activity, followed by taking a curatorial tour (0.8%) and participating in a historical re-enactment as an actor (0.6%). 27.8% (1,862,476) of those who took part in a participatory historical activity reported that this activity was the main reason for taking at least one trip in the past two years. Relative to the average U.S. Pleasure Traveler, those who took part in participatory historical activities while on trips tend to be older (63.1% 45 years of age or older), married and without dependent children living at home. They are generally welleducated and have above-average household incomes ($80,934). They are overrepresented in Alaska and the Pacific region of the United States. This activity segment was more than twice as likely as the average U.S. Pleasure Traveler to have taken a trip to Canada (32.8% versus 14.6%) and the most likely of the 20 culture and entertainment segments to have visited Canada. The most common Canadian destinations were Ontario, British Columbia and Quebec, however, they are highly over-represented among U.S. visitors to all Canadian provinces and territories. This makes this segment a prime target market for Canadian tourism initiatives. Travelers who engaged in participatory historical activities were active in a wide range of culture and entertainment activities while on trips, and especially those offering an opportunity to learn (e.g., aboriginal cultural experiences, archaeological sites & digs, visits to historical sites, museums and art galleries). They were also very active in outdoor activities and exhibited particular interest in activities which allowed them to experience nature (e.g., wildlife viewing, hiking, climbing and paddling). They were also much more likely than average to have stayed in accommodations in wilderness settings (e.g., lodge, campsite) or at inns or resorts that offer fine cuisine. They were at least twice as likely as the average U.S. Pleasure Traveler to have taken most types of tours and cruises, and were especially likely to have taken multi-location tours and wilderness tours. They prefer vacations that are intellectually stimulating, culturally distinctive and that provide opportunities to learn. The majority of those who took part in participatory historical activities have used the Internet to plan (77.0%) and book (53.7%) travel in the past two years. They are avid consumers of travel-related media and can also be targeted effectively through city and regional magazines, radio stations that play classical music and history and natural science television programs and magazines.
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 2 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, overnight 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 2005. The U.S. database is used in this current report. This survey was conducted by mail with an established U.S. mail panel. 60,649 completed questionnaires were returned. The mail panel response rate for this survey was 71.3%. The data have been weighted to project the results to the United States population. This report profiles those who participated in historical activities while on a trip, and compares them with other U.S. Pleasure Travelers (i.e., took at least one pleasure trip in the last two years). This report is part of a series of 43 Activity Reports prepared using the U.S. TAMS database.
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 3 While on Trips Market Incidence Over the last two years, 3.0% (6,693,506) of adult Americans took part in a participatory historical activity while on an out-of-town, overnight trip of one or more nights. Engaging in an interpretive program at a historic site or park (2.1%) was the most popular participatory historical activity, followed by taking a curatorial tour (0.8%) and participating in a historical re-enactment as an actor (0.6%). 27.8% (1,862,476 adult Americans) of those who engaged in a participatory historical activity while on a trip reported that this activity was the main reason for taking at least one trip in the past two years. Participating in a historical re-enactment was much more likely to be the main reason for taking a trip than participating in an interpretive program at a historic site or park or taking a curatorial tour. Fig. 1 Incidence of Those Taking Part in While on Trips 1 Number Who Engaged in 2 Percent Main Reason for Trip 3 Percent of Pleasure Travelers 4 Percent of Total U.S. Population 5 Size of Market 6,693,506 1,862,476 170,510,241 222,846,268 (All ) 6,693,506 27.8% 3.9% 3.0% Interpretive program at a historic site or park 4,664,593 22.4% 2.7% 2.1% Curatorial tour 1,796,338 25.7% 1.1% 0.8% re-enactments (as an actor) 1,326,070 53.8% 0.8% 0.6% Participated in all three activities 165,123 33.7% 0.1% 0.1% 1 - Trips are defined as out-of-town trips for any purpose involving an overnight stay of one or more nights. Trips NOT involving overnight stays are NOT examined in this report. 2 - Defined as individuals who participated in historical activities while on an out-of-town, overnight trip of one or more nights during the past two years and who took at least one out-of-town pleasure trip of one or more nights during the past two years. This column reports the number of individuals who participated in the activity on at least one trip during the last two years. 3 - This column reports the percent who participated in each activity who stated that the activity was the main reason for taking at least one trip during the past two years. 4 - Pleasure Travelers are defined as individuals who have taken at least one out-of-town pleasure trip of one or more nights in the last two years. This column reports the percent of Pleasure Travelers who participated in each activity on at least one trip during the last two years. 5 - This column reports the percent of the Total U.S. Adult Market who participated in each activity on a trip during the past two years.
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 4 Incidence by Region, State and Population Size Relative to the average U.S. Pleasure Traveler, those who engaged in participatory historical activities while on trips are over-represented among those living in Alaska and the Pacific region of the United States. They are equally represented in communities of all sizes. Fig. 2 Geographic Distribution & Population Size of Those Who Took Part in While on Trips Total Population Estimated Number Who Did on a Trip Percent of Pleasure Travelers in Region Who Did on a Trip Percent of Total Regional Population Who Did on a Trip United States 222,846,268 6,693,506 3.9% 3.0% New England 11,095,629 340,683 4.0% 3.1% Middle Atlantic 31,005,526 992,671 4.3% 3.2% East North Central 34,621,254 938,335 3.5% 2.7% West North Central 15,024,360 509,975 4.2% 3.4% South Atlantic 42,602,998 1,161,516 3.6% 2.7% East South Central 13,597,436 305,892 3.2% 2.2% West South Central 24,853,901 582,069 3.2% 2.4% Mountain 15,030,720 426,921 3.5% 2.8% Pacific 34,529,689 1,402,078 5.0% 4.1% Alaska 484,754 33,367 7.9% 6.9% Not Available 745,757 34,174 5.5% 4.6% Less than 100,000 29,429,442 810,459 3.9% 2.8% 100,000 to 499,999 36,551,501 1,120,946 4.1% 3.1% 500,000 to 1,999,999 52,335,815 1,473,527 3.7% 2.8% 2,000,000 or more 103,783,753 3,254,399 4.0% 3.2% Those who engaged in participatory historical activities while on trips are most likely to live in Alaska, Montana, Oregon, and North and South Dakota. They are least likely to live in Kansas, Maine, Oklahoma, Indiana and Nevada (see Fig. 3 on next page).
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 5 Region Fig. 3 Those Who Took Part in While on Trips by U.S. State State Population of State Estimated Number Engaging in Percent of Pleasure Travelers in State Percent of State Population United States All States 222,846,268 6,693,506 3.9% 3.0% New England Connecticut 2,685,692 69,911 3.4% 2.6% Maine 1,047,770 12,824 1.8% 1.2% Massachusetts 4,423,562 160,113 4.6% 3.7% New Hampshire 1,604,344 58,386 4.9% 3.6% Rhode Island 837,445 24,139 3.5% 2.9% Vermont 496,816 15,310 4.0% 3.1% Middle New Jersey 6,708,501 250,160 4.8% 3.7% Atlantic New York 14,727,054 421,561 3.8% 2.9% Pennsylvania 9,569,972 320,950 4.7% 3.4% East Illinois 9,521,097 292,188 3.9% 3.1% North Indiana 4,717,624 81,670 2.3% 1.7% Central Michigan 7,709,890 200,614 3.3% 2.6% Ohio 8,412,962 254,698 4.1% 3.0% Wisconsin 4,259,682 109,165 3.2% 2.6% West Iowa 2,262,393 70,270 3.9% 3.1% North Kansas 2,304,474 19,668 1.1% 0.9% Central Minnesota 3,946,220 194,240 5.8% 4.9% Missouri 4,138,758 126,195 3.9% 3.0% Nebraska 1,304,361 45,656 4.4% 3.5% North Dakota 488,140 26,783 6.5% 5.5% South Dakota 580,015 27,162 6.0% 4.7% South Delaware 646,427 15,307 3.1% 2.4% Atlantic District of Columbia 521,285 9,658 2.8% 1.9% Florida 13,937,467 308,175 2.9% 2.3% Georgia 6,668,302 201,452 4.0% 3.0% Maryland 3,428,206 95,956 3.6% 2.8% North Carolina 6,651,453 198,115 4.0% 3.0% South Carolina 3,241,944 103,687 4.4% 3.2% Virginia 5,957,159 200,979 4.4% 3.4% West Virginia 1,550,755 28,188 3.2% 1.8% East Alabama 3,431,591 88,415 3.7% 2.6% South Kentucky 3,447,277 62,550 2.6% 1.8% Central Mississippi 2,156,793 50,493 3.7% 2.3% Tennessee 4,561,775 104,434 3.1% 2.3% West Arkansas 2,103,346 52,662 3.7% 2.5% South Louisiana 3,367,908 98,191 4.4% 2.9% Central Oklahoma 2,643,565 34,553 1.8% 1.3% Texas 16,739,082 396,663 3.2% 2.4% Mountain Arizona 4,451,660 88,397 2.5% 2.0% Colorado 3,501,822 83,796 2.9% 2.4% Idaho 1,044,920 29,724 3.6% 2.8% Montana 726,027 40,739 6.8% 5.6% Nevada 1,809,582 35,084 2.4% 1.9% New Mexico 1,433,596 54,115 4.9% 3.8% Utah 1,671,322 82,688 5.9% 4.9% Wyoming 391,790 12,379 3.7% 3.2% Pacific Alaska 484,754 33,367 7.9% 6.9% California 26,965,837 1,046,988 4.8% 3.9% Oregon 2,793,303 142,694 6.6% 5.1% Washington 4,770,549 212,395 5.6% 4.5%
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 6 Demographic Profile Those who took part in a participatory historical activity while on a trip tend to be older than the average U.S. Pleasure Traveler (63.1% 45 or older). The majority are married, but they are less likely to have dependent children (18 and under) living at home. The percentage with advanced degrees is well above-average (27.4% with postgraduate degrees) and their household incomes ($80,934) are somewhat above the norm. Fig. 4 Demographic Profile of Those Who Participated in on a Trip Relative to All U.S. Pleasure Travelers Engaged in Did Not Engage in 1 Pleasure Travelers Index 2 Attribute Size of Market 6,693,506 163,816,735 170,510,241 100 Gender Male 48.6% 48.5% 48.5% 100 Female 51.4% 51.5% 51.5% 100 Age of 18 to 24 7.8% 11.0% 10.8% 72 Respondent 25 to 34 14.5% 21.2% 21.0% 69 35 to 44 14.5% 17.4% 17.3% 84 45 to 54 24.1% 20.9% 21.0% 114 55 to 64 20.7% 15.3% 15.5% 134 65 Plus 18.3% 14.3% 14.4% 127 Average Age 49.1 45.3 45.4 N/A Marital Status Not married 29.0% 30.6% 30.5% 95 Married 71.0% 69.4% 69.5% 102 Parental No children under 18 75.8% 69.8% 70.0% 108 Status Children under 18 24.2% 30.2% 30.0% 81 Education High school or less 13.7% 20.8% 20.5% 67 Trade, Technical, Community Col. 18.4% 21.5% 21.4% 86 University Degree 40.5% 41.1% 41.1% 99 Post Graduate Degree 27.4% 16.7% 17.1% 160 Household Under $20,000 6.7% 8.1% 8.1% 82 Income $20,000 to $39,999 14.6% 16.3% 16.2% 90 $40,000 to $59,999 16.8% 16.7% 16.7% 101 $60,000 to $79,999 14.3% 14.7% 14.7% 97 $80,000 to $99,999 10.7% 11.6% 11.6% 93 $100,000 to $149,999 15.3% 14.3% 14.4% 106 $150,000 or more 9.4% 6.6% 6.7% 141 Not stated 12.2% 11.7% 11.7% 105 Average Household Income $80,934 $74,034 $74,303 N/A 1 - Those who Did Not Engage in are defined as individuals who took at least one out-of-town, overnight pleasure trip of one or more nights in the last two years but did not take part in a participatory historical activity on any trip. 2 - The Index is calculated by dividing the percent for those who took part in participatory historical activities in each group by the percent of U.S. Pleasure Travelers in each group. The Index indicates the extent to which those who engaged in participatory historical activities are over or underrepresented relative to the average Pleasure Traveler. An index of 100 means the percent participating in the activity is the same as that of the average U.S. Pleasure Traveler. Index values over 100 indicate that those participating in the activity are over-represented relative to the average U.S. Pleasure Traveler. Index values less than 100 indicate that those participating in the activity are underrepresented relative to the average U.S. Pleasure Traveler.
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 7 Travel Activity (During Last Two Years) Over the past two years, those who took part in a participatory historical activity traveled more frequently than the average U.S. Pleasure Traveler. They were much more likely than average to have visited Mexico, the Caribbean and overseas destinations, but only slightly more likely to have traveled within the United States. This activity segment was more than twice as likely as the average U.S. Pleasure Traveler to have taken a trip to Canada in the past two years (32.8% versus 14.6%). The most common destinations in Canada were Ontario (17.6%), British Columbia (13.0%) and Quebec (8.4%). However, those who took part in participatory historical activities were highly over-represented among U.S. visitors to all Canadian provinces or territories, and especially the Atlantic Region, the Canadian Prairies, the Yukon and the Northwest Territories. This makes this segment an excellent target market for Canadian tourism initiatives. Fig. 5 Percent Traveling to Canada and Other Destinations during Past Two Years Engaged in Did Not Engage in Pleasure Travelers Index Size of Market 6,693,506 163,816,735 170,510,241 100 All destinations 94.5% 85.0% 85.4% 111 Canada 32.8% 13.8% 14.6% 225 Newfoundland and Labrador 1.9% 0.4% 0.4% 466 Prince Edward Island 3.4% 0.5% 0.6% 549 New Brunswick 3.8% 0.7% 0.8% 468 Nova Scotia 4.4% 1.2% 1.3% 330 Quebec 8.4% 2.9% 3.1% 270 Ontario 17.6% 7.9% 8.3% 213 Manitoba 1.9% 0.5% 0.5% 353 Saskatchewan 2.2% 0.4% 0.5% 456 Alberta 4.6% 1.1% 1.2% 383 British Columbia 13.0% 3.8% 4.1% 314 Yukon 3.5% 0.4% 0.6% 617 Northwest Territories 1.6% 0.3% 0.4% 418 Nunavut 0.2% LT 0.1% LT 0.1% 370 Own State 90.2% 79.3% 79.7% 113 Other parts of the U.S. 96.6% 90.4% 90.6% 107 Mexico 22.2% 13.2% 13.6% 164 Caribbean 16.5% 12.6% 12.7% 130 All other destinations 18.7% 9.2% 9.5% 195
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 8 Appeal of Selected U.S. States, Canadian Provinces and Canadian Territories The respondents were asked to rate the appeal of each of Canada s provinces and territories on a ten-point appeal scale where 10 is Very Appealing and 1 is Very Unappealing. They were also asked to rate selected U.S. states (New York State, Colorado, Florida, California, Hawaii and Arizona) to provide a frame of reference. Those who were involved in participatory historical activities while on trips gave higher ratings than other U.S. Pleasure Travelers to all Canadian destinations. British Columbia (7.1) received the highest rating, followed by Ontario (6.8), Quebec (6.6), Nova Scotia (6.6) and Prince Edward Island (6.5). This segment rated many of the Canadian provinces and territories to be as appealing as several U.S. reference states (e.g., New York State, Florida, Arizona). This level of appeal for Canadian destinations is quite unusual among U.S. Pleasure Travelers. Newfoundland and Labrador Nova Scotia New Brunswick Prince Edward Island Quebec Ontario Fig. 6 Overall Rating of Appeal of Provinces, Territories and Selected U.S. States on a 10-Point Appeal Rating Scale (Higher Scores=More Appealing) Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories New York State Colorado Florida California Hawaii Arizona Took Part in Did Not Take Part in These 0 2 4 6 8 10
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 9 Other Culture and Entertainment Pursued While on Trips Those who were involved in participatory historical activities were very active in a broad range of culture and entertainment activities while traveling, and especially those which offer opportunities to learn. For example, most in this segment visited historical sites, museums and art galleries, fairs and festivals and theme parks and exhibits. Relative to the average U.S. Pleasure Traveler, they were more than four times more likely to have participated in an aboriginal cultural experience and to have visited archaeological digs / sites. They were also more than three times more likely to have visited garden theme attractions and to have attended theatre, film and music festivals. Fig. 7 Cultural and Entertainment Pursued While on Trips (See Appendix One for a Definition of Each Type of Culture & Entertainment Activity) Engaged in Did Not Engage in Pleasure Travelers Index Size of Market 6,693,506 163,816,735 170,510,241 100 Shopping & Dining 94.8% 77.0% 77.7% 122 Sites, Museums & Art Galleries 92.4% 51.9% 53.5% 173 Fairs & Festivals 73.3% 39.6% 41.0% 179 Theme Parks & Exhibits 69.1% 48.1% 49.0% 141 Casino, Theatre & Comedy Clubs 62.9% 44.7% 45.4% 139 Science & Technology Exhibits 55.7% 23.5% 24.8% 225 Fine Dining & Spas 52.4% 32.2% 33.0% 159 Wine, Beer & Food Tastings 51.3% 21.8% 22.9% 224 Garden Theme Attractions 41.7% 12.5% 13.7% 305 Agro-Tourism 39.9% 12.5% 13.5% 295 Aboriginal Cultural Experiences 36.1% 7.5% 8.6% 421 Equestrian & Western Events 33.6% 14.7% 15.5% 217 High Art Performances 31.2% 10.1% 10.9% 285 Rock Concerts & Recreational Dancing 29.4% 14.7% 15.3% 193 Professional Sporting Events 26.9% 15.7% 16.1% 167 Archaeological Digs & Sites 26.9% 4.6% 5.5% 487 Theatre, Film & Musical Festivals 26.6% 7.6% 8.3% 321 Amateur Tournaments 18.1% 7.2% 7.7% 237 National & International Sporting Events 7.3% 1.6% 1.9% 393
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 10 Culture and Entertainment Pursued While Not on Trips Travelers who took part in a participatory historical activity are also very active in culture and entertainment activities while NOT traveling. In addition to visiting historic sites or heritage buildings, the majority in this segment dine in local restaurants and visit local festivals, fairs, museums, zoos, aquariums, art galleries and art shows while not traveling. They were also much more likely than average to patronize local live art performances (e.g., classical music concerts, ballet, opera, live theatre) and botanical gardens. It is noted that intellectually-stimulating, culturally-sophisticated activities are particularly appealing to this well-educated sector of the travel market. Fig. 8 Cultural and Entertainment Pursued While Not on Trips Engaged in Did Not Engage in Pleasure Travelers Index Size of Market 6,693,506 163,816,735 170,510,241 100 Going out to eat in restaurants 94.1% 92.8% 92.8% 101 Going to festivals or fairs 79.9% 64.9% 65.5% 122 Going to historic sites or heritage buildings 73.9% 38.8% 40.1% 184 Going to museums 67.7% 36.3% 37.5% 181 Going to zoos or aquariums 57.5% 45.2% 45.6% 126 Going to art galleries or art shows 53.2% 26.7% 27.8% 192 Going to live theatre 49.3% 28.3% 29.2% 169 Going to amateur sporting events 47.4% 39.6% 39.9% 119 Going to pick-your-own farms or farmers' market 45.1% 31.0% 31.6% 143 Going to amusement or theme parks 41.1% 38.0% 38.1% 108 Going to botanical gardens 40.9% 19.1% 20.0% 205 Going to professional sporting events 35.3% 34.9% 34.9% 101 Going to classical music concerts 34.8% 14.1% 14.9% 234 Going to gamble in casinos 26.3% 28.1% 28.0% 94 Going dancing 25.8% 20.6% 20.8% 124 Going to bars with live pop or rock bands 24.2% 23.5% 23.6% 103 Going to rock music concerts 24.1% 21.2% 21.3% 113 Going to the ballet 17.0% 6.6% 7.0% 241 Staying overnight in a hotel or B&B in own city 16.6% 10.3% 10.6% 157 Going to day spas 16.3% 10.0% 10.3% 159 Going to rodeos 15.3% 7.9% 8.2% 187 Going to the opera 15.1% 5.4% 5.7% 264 Going to jazz clubs 14.8% 7.6% 7.9% 187
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 11 Outdoor Pursued While on Trips Travelers who engaged in participatory historical activities were also highly active in outdoor pursuits while on trips, and especially those which allowed them to be in natural surroundings. For example, the majority in this segment went wildlife viewing and hiking, climbing and paddling while on trips. In addition, relative to the typical U.S. Pleasure Traveler, this segment was more than twice as likely to have exercised, jogged and cycled while traveling and to have gone horseback riding, sailing and surfing, scuba and snorkelling, cross-country skiing and snowshoeing and participated in an extreme sport. They were also more likely than the average U.S. Pleasure Traveler to have gone boating, swimming and fishing and to have played games and individual sports. Fig. 9 Outdoor Pursued While on Trips (See Appendix Two for a Definition of Each Type of Outdoor Activity) Engaged in Did Not Engage in Pleasure Travelers Index Size of Market 6,693,506 163,816,735 170,510,241 100 Wildlife Viewing 74.6% 33.3% 34.9% 214 Ocean (e.g., swimming in ocean, ocean kayaking) 55.0% 38.9% 39.6% 139 Hiking, Climbing & Paddling 51.5% 22.3% 23.5% 219 Games & Individual Sports (e.g., tennis, board games) 38.5% 21.6% 22.2% 173 Boating & Swimming (e.g., motorboating, swimming in lakes) 37.6% 20.4% 21.0% 178 Fishing 28.4% 18.4% 18.8% 151 Exercising & Jogging 28.0% 13.5% 14.1% 199 Cycling 16.1% 5.9% 6.3% 255 Golfing 15.2% 10.5% 10.7% 142 Horseback Riding 14.6% 5.8% 6.2% 238 Team Sports (e.g., football, baseball, basketball) 13.7% 7.6% 7.9% 174 Sailing & Surfing (e.g., sailing, windsurfing, parasailing) 13.3% 4.4% 4.8% 279 Downhill Skiing & Snowboarding 12.9% 7.8% 8.0% 161 Snowmobiling & ATVing 12.3% 6.9% 7.1% 173 Board & Blade (e.g., skateboarding, ice-skating) 10.1% 3.8% 4.0% 252 Scuba & Snorkelling 9.2% 3.9% 4.1% 227 Hunting 8.1% 5.3% 5.4% 150 Extreme Air Sports (e.g., parachuting, bungee jumping) 6.9% 1.5% 1.7% 398 Cross-country Skiing & Snowshoeing 6.7% 1.7% 1.9% 360 Motorcycling 5.5% 3.0% 3.1% 179 Extreme Skiing (e.g., heli-skiing, overnight x-country trips) 2.1% 0.3% 0.3% 626
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 12 Outdoor Pursued While Not on Trips When NOT traveling, those who took part in participatory historical activities were also much more active in outdoor activities than the average U.S. Pleasure Traveler. The majority go on day outings to a park, hike and picnic, swim, garden at home and exercise at home or at a fitness club. They exhibit particular interest in hiking, canoeing or kayaking, horseback riding and cross-country skiing relative to the average U.S. Pleasure Traveler. Fig. 10 Outdoor Pursued While NOT on Trips Engaged in Did Not Engage in Pleasure Travelers Index Size of Market 6,693,506 163,816,735 170,510,241 100 Day outing to a park 77.0% 62.5% 63.1% 122 Gardening 67.9% 52.5% 53.1% 128 Exercising at home or at a fitness club 65.5% 55.7% 56.0% 117 Picnicking 65.3% 47.0% 47.7% 137 Swimming 64.1% 56.2% 56.5% 113 Hiking 54.5% 31.6% 32.5% 168 Camping 40.8% 26.1% 26.7% 153 Fishing 37.0% 32.6% 32.8% 113 Cycling 33.8% 22.4% 22.9% 148 Sailing or other boating 27.0% 19.7% 20.0% 135 Jogging 21.5% 19.4% 19.5% 110 Golfing 20.3% 18.2% 18.3% 111 Playing racquet sports (e.g., tennis or badminton) 20.1% 12.9% 13.2% 153 Playing team sports 17.3% 15.7% 15.8% 109 Canoeing or kayaking 16.1% 7.5% 7.8% 205 Horseback riding 14.8% 8.3% 8.6% 172 Hunting 14.0% 11.7% 11.8% 119 Riding an all-terrain vehicle (ATV) 13.9% 11.4% 11.5% 121 Downhill skiing 8.6% 5.6% 5.7% 150 Rollerblading 7.8% 7.3% 7.3% 107 Ice-skating 7.6% 5.4% 5.5% 138 Cross-country skiing 7.0% 2.3% 2.5% 279 Snowmobiling 5.1% 3.2% 3.3% 154 Snowboarding 4.3% 2.6% 2.7% 160 Skateboarding 3.3% 2.1% 2.2% 150
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 13 Accommodations Stayed In While on Trips Those who were involved in participatory historical activities while on trips most often stayed at public campgrounds or seaside resorts. This segment was much more likely than the average U.S. Pleasure Traveler to have stayed in accommodation in a wilderness setting (e.g., wilderness lodge you can drive to, wilderness campsite, remote or fly-in wilderness lodge or outpost) and in accommodation that offers fine cuisine (e.g., country inn or resort with gourmet restaurant, cooking school, wine tasting school). Farm or guest ranches and houseboats were also more attractive to this sector of the travel market than to the average U.S. Pleasure Traveler. Fig. 11 Accommodations Stayed In While on Trips Engaged in Did Not Engage in Pleasure Travelers Index Size of Market 6,693,506 163,816,735 170,510,241 100 A Public Campground in a National, State, Provincial or Municipal Park 38.2% 16.1% 16.9% 226 Seaside Resort 37.4% 17.6% 18.3% 204 Lakeside/Riverside Resort 30.9% 11.7% 12.4% 248 A Private Campground 22.0% 9.7% 10.2% 216 Ski Resort or Mountain Resort 20.8% 8.5% 9.0% 232 Wilderness Lodge You Can Drive to by Car 14.4% 3.0% 3.5% 413 A Camp Site in a Wilderness Setting (Not a Campground) 14.3% 4.3% 4.7% 304 A Motor Home or RV while Traveling or Touring (Not a Camping Trip) 13.1% 3.9% 4.2% 308 Health Spa 9.2% 2.9% 3.1% 293 Country Inn or Resort with Gourmet Restaurant 8.9% 1.7% 2.0% 449 Farm or Guest Ranch 8.2% 1.7% 2.0% 413 On a Houseboat 7.1% 1.2% 1.4% 498 Remote or Fly-In Wilderness Lodge 4.7% 0.7% 0.8% 567 Remote or Fly-In Wilderness Outpost 4.0% 0.3% 0.4% 895 Cooking School 3.7% 0.4% 0.6% 651 Wine Tasting School 2.9% 0.3% 0.4% 681
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 14 Tours and Cruises Taken During Past Two Years Those who took part in participatory historical activities while on trips were much more likely than the average U.S. Pleasure Traveler to have taken tours and cruises during the past two years. Sameday tours (both organized and self-guided), city tours and scenic countryside drives were the most popular. However, relative to the typical U.S. Pleasure Traveler, this segment was much more likely to have taken multi-location overnight tours (both organized and self-guided) and wilderness tours. They also frequently took air tours as well as tours of wineries and factories. This segment was also much more likely than the average U.S. Pleasure Traveler to have taken cruises in the past two years, and especially Alaskan cruises, Great Lakes cruises and cruises on the St. Lawrence River. Fig. 12 Tours and Cruises Taken During Past Two Years Engaged in Did Not Engage in Pleasure Travelers Index Size of Market 6,693,506 163,816,735 170,510,241 100 A self-guided sameday tour while on an overnight trip 43.9% 18.2% 19.2% 229 An organized sameday guided tour while on an overnight trip 41.2% 17.6% 18.5% 222 Around the city 37.9% 14.9% 15.8% 240 Around the country side - scenic drives 35.8% 12.2% 13.1% 273 A self-guided overnight tour where you stayed in different locations 31.8% 9.5% 10.4% 306 Wilderness tour 24.6% 6.7% 7.4% 331 An organized overnight guided tour where you stayed in different locations 24.0% 7.2% 7.9% 305 Some other type of tour 23.8% 8.2% 8.8% 269 On the water (sightseeing cruise) 23.3% 7.1% 7.8% 300 An organized overnight guided tour where you stayed in a single location 18.0% 6.3% 6.7% 267 Caribbean ocean cruise 12.9% 8.8% 9.0% 144 To a winery 12.9% 3.2% 3.6% 359 To a casino 11.5% 4.6% 4.9% 235 Ocean cruise - Other 10.3% 4.6% 4.8% 215 To a factory 7.8% 1.6% 1.8% 426 Alaskan ocean cruise 7.7% 2.3% 2.5% 309 Cruise on another lake or river 7.6% 1.7% 2.0% 386 Some other type of cruise 6.3% 1.5% 1.7% 366 In the air as a pilot or passenger of an airplane or helicopter 5.4% 1.2% 1.4% 380 Great Lakes cruise 2.1% 0.3% 0.4% 531 Cruise on the St. Lawrence River 1.3% 0.2% 0.3% 459 Submarine cruise 0.7% 0.2% 0.2% 265
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 15 Benefits Sought While on Vacation As with most U.S. Pleasure Travelers, the majority of those who engaged in participatory historical activities while on trips take a vacation to create lasting memories, get a break from their day-to-day environment, relax and relieve stress, see or do something new and different and enrich family relationships. However, relative to other U.S. Pleasure Travelers, this segment is especially likely to take vacations that are intellectually stimulating, create lasting memories and offer opportunities to learn (e.g., to gain knowledge of the history and culture of a destination; see and do something new). Fig.13 Benefits Sought While on Vacation (Percent Rating Each Benefit as Highly Important ) To create lasting memories To get a break from your day-to-day environment To relax and relieve stress To see or do something new and different To enrich your relationship with your spouse/partner/children To gain knowledge of history, other cultures or other places To keep family ties alive To have a life with no fixed schedule To enrich your perspective on life To stimulate your mind/be intellectually challenged To renew personal connections with people (other than family) To be challenged physically/to feel physically energized To have stories to share back at home To seek solitude and isolation To be pampered 19% 23% 18% 25% 19% 18% 11% 17% 13% 14% 12% 14% 15% 35% 42% 47% 67% 57% 66% 71% 65% 72% 59% 57% 55% 47% 46% 43% 53% 40% Took Part in Did Not Take Part in These 0% 10% 20% 30% 40% 50% 60% 70% 80%
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 16 Other Attributes of a Destination Considered Important As with most travelers, those who took part in participatory historical activities while on trips consider it important that they feel safe at a destination, have lots to see and do and have convenient access to the destination by car. However, relative to other U.S. Pleasure Travelers, they are more likely to consider it important that a destination is culturally distinctive, disabled-person friendly, has camping facilities and is conveniently accessible by train or bus. Fig. 14 Importance of Destination Attributes (% Rating Each Attribute as Highly Important ) Feeling safe at the destination Lots of things for adults to see and do 47% 54% Convenient access by car 51% 51% No health concerns at the destination 43% 43% Availability of mid-range accommodation 32% 32% Availability of budget accommodation 31% 29% Low cost package deals available for the destination 28% 32% Information about the destination available on the Internet 26% 28% Direct access by air 25% 26% Being familiar with the culture and language of the destination 19% 23% Lots of things for children to see and do 17% 20% Availability of camping 8% 15% Being at a place that is very different, culturally than mine 7% 15% Great shopping opportunities 15% 16% Destination is disabled-person-friendly 9% 14% Convenient access by train/bus 8% 14% Having friends or relatives living there 13% 14% Availability of luxury accommodation 11% 9% Took Part in Did Not Take Part in These 69% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80%
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 17 How Destinations Are Selected Similar to the typical U.S. Pleasure Traveler, the majority of those who engaged in participatory historical activities while on trips start planning a summer or winter trip with a desired destination in mind. However, this segment is more likely than the average U.S. Pleasure Traveler to first consider what types of experiences they would like to have on vacation. These experienced, eclectic travelers are also more likely than the average U.S. Pleasure Traveler to be responsive to discount travel packages. Fig. 15 How Destinations Are Selected (Summer and Winter Vacations) Engaged in Did Not Engage in Pleasure Travelers Index Size of Market 6,693,506 163,816,735 170,510,241 100 Summer Started with a desired destination in mind 56.0% 58.3% 58.2% 96 Started by considering specific activities wanted to do 12.1% 9.8% 9.9% 122 Started with a certain type of vacation experience in mind 21.6% 17.1% 17.3% 125 Looked for packaged deals - no destination in mind 1.6% 1.1% 1.1% 140 Considered something else first 4.0% 4.6% 4.6% 87 Don't know / Other 4.8% 9.1% 8.9% 54 Winter Started with a desired destination in mind 55.9% 59.1% 58.9% 95 Started by considering specific activities wanted to do 13.0% 11.2% 11.3% 115 Started with a certain type of vacation experience in mind 20.3% 14.5% 14.8% 138 Looked for packaged deals - no destination in mind 1.7% 1.4% 1.4% 118 Considered something else first 3.5% 5.4% 5.3% 65 Don't know / Other 5.6% 8.4% 8.3% 68
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 18 Trip Planning and Information Sources Consulted Most of those who were involved in participatory historical activities while on trips were responsible for planning their trips either on their own (39.8%) or with someone else (17.8%). They tend to consult a wider variety of sources when planning trips than the typical U.S. Pleasure Traveler including maps, government travel guides or brochures, visitor information centres, articles and advertising in newspapers or magazines and travel guidebooks such as Fodor s. This segment was also much more likely than others to obtain travel information from television programs and advertising, email newsletters or magazines and trade, travel or sports shows. Fig. 16 Who Plans Vacations and Information Sources Consulted Did Not Engaged in Engage in Pleasure Travelers Index Size of Market 6,693,506 163,816,735 170,510,241 100 Who Plans Respondent plans trips 39.8% 39.2% 39.2% 101 Trips? Trip planning a shared responsibility 17.8% 17.6% 17.6% 101 Someone else plans trips 42.4% 43.3% 43.2% 98 Information An Internet website 82.3% 75.7% 76.0% 108 Sources Past experience / Been there before 67.0% 53.9% 54.5% 123 Consulted Advice of others / Word-of-mouth 59.0% 44.8% 45.4% 130 Maps 56.3% 31.6% 32.7% 172 Official travel guides or brochures from state/province 49.1% 19.3% 20.6% 239 Visitor information centres 45.5% 19.3% 20.4% 223 Articles in newspapers / magazines 40.6% 17.2% 18.1% 224 An auto club such as AAA 38.8% 23.4% 24.0% 161 Travel information received in the mail 34.9% 14.9% 15.8% 222 A travel agent 29.5% 18.2% 18.6% 159 Travel guide books such as Fodor's 27.5% 11.3% 12.0% 229 Advertisements in newspapers / magazines 23.5% 10.3% 10.9% 216 Programs on television 20.2% 6.6% 7.1% 283 An electronic newsletter or magazine received by e-mail 14.1% 5.7% 6.0% 234 Advertisements on television 8.8% 3.8% 4.0% 220 Visits to trade, travel or sports shows 8.7% 2.2% 2.4% 355
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 19 Use of the Internet to Plan and Arrange Trips Overall, 77.0% of those in this segment use the Internet to either plan or book trips. They are especially more likely than the average U.S. Pleasure Traveler to book travel over the Internet (53.7%). The majority use travel planning / booking websites such as Expedia, hotel or resort websites, official tourism websites (e.g., country, region, city) and airline websites. They are also more likely than average to consult websites for specific attractions, cruise lines and motorcoach lines. Those who engaged in participatory historical activities while on trips most often book accommodation and airline tickets over the Internet. They are also much more likely than average to use the Internet to purchase tickets for specific activities or attractions and tickets for travel by train, bus, boat or ship. Fig. 17 Use of the Internet to Plan and Book Travel Engaged in Did Not Engage in Pleasure Travelers Index Size of Market 6,693,506 163,816,735 170,510,241 100 Percent Using Does not use the Internet 22.9% 31.3% 31.0% 74 Internet to Plan Uses Internet to plan trips only 23.3% 20.0% 20.1% 116 or Book Travel Uses Internet to book part of trip 53.7% 48.7% 48.9% 110 Types of A travel planning / booking website 61.1% 55.4% 55.6% 110 Websites A website of a hotel or resort 60.3% 53.0% 53.3% 113 Consulted A tourism website of a country / region / city 51.6% 34.3% 35.1% 147 An airline's website 51.4% 45.3% 45.6% 113 A website of an attraction 49.8% 32.6% 33.4% 149 Some other website 34.0% 24.6% 25.1% 136 A cruise line website 20.0% 12.1% 12.4% 161 A motorcoach website 3.5% 1.2% 1.3% 265 Parts of Trips Accommodations 78.0% 71.6% 71.9% 109 Booked Over Air tickets 74.6% 70.4% 70.6% 106 The Internet Car rental 45.9% 37.6% 38.0% 121 Tickets or fees for specific activities or attractions 37.4% 25.9% 26.3% 142 Tickets for rail, bus or boat / ship fares 23.6% 11.3% 11.9% 199 A package containing two or more items 23.6% 17.5% 17.8% 133 Other 4.2% 2.9% 2.9% 144
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 20 Media Consumption Habits Those who engaged in participatory historical activities while on trips are avid consumers of travel-related media. They are much more likely than the average U.S. Pleasure Traveler to read the travel section of a newspaper and travel magazines, to watch travel-related television shows and to visit travel-related websites. Their eclectic interests and keen desire to learn are clearly reflected in their media preferences which include watching television shows about history, biographies and natural science, listening to classical music, multicultural and jazz radio stations, and reading magazines that focus on the events and lifestyle of a particular region or city. Fig. 18 Media Consumption Habits Engaged in Did Not Engage in Pleasure Travelers Index Size of Market 6,693,506 163,816,735 170,510,241 100 Newspaper Reads daily newspaper 66.5% 59.6% 59.9% 111 Readership Reads weekend edition of newspaper 60.0% 55.3% 55.5% 108 Reads local neighbourhood or community newspapers 61.6% 49.1% 49.5% 124 Reads other types of newspapers 25.3% 13.4% 13.9% 182 Frequently or occasionally reads travel section of daily newspaper 59.8% 42.3% 43.0% 139 Frequently or occasionally reads travel section of weekend newspaper 66.2% 48.6% 49.3% 134 Types of Regional magazines 19.1% 6.3% 6.8% 280 Magazines Photography and video 9.3% 3.7% 3.9% 238 Read Travel (e.g., Condé Nast) 24.7% 10.1% 10.6% 233 (Top 5 Indexed) Science and geography 32.0% 13.3% 14.0% 228 Magazines about your city 14.0% 6.6% 6.9% 203 Type of Travel shows 49.4% 28.1% 28.9% 171 Television Biography 49.2% 32.2% 32.9% 150 Programs History 67.2% 44.1% 45.0% 150 Watched Science & nature shows 52.1% 36.1% 36.8% 142 (Top 5 Indexed) Home & garden shows 43.0% 31.9% 32.4% 133 Type of Classical music 29.7% 13.5% 14.1% 210 Radio Multicultural 8.8% 4.6% 4.7% 187 Programs Jazz / Big band 17.5% 9.7% 10.0% 175 Listened To News / Talk / Information 45.4% 31.9% 32.4% 140 (Top 5 Indexed) Soft music / Adult contemporary 31.5% 24.3% 24.6% 128 Types of Travel 63.7% 47.3% 48.0% 133 Websites Magazine sites 19.1% 14.6% 14.8% 129 Visited Sites for specific activities or interests 41.9% 32.2% 32.5% 129 (Top 5 Indexed) Newspaper sites 37.4% 29.3% 29.6% 126 Network news sites (e.g., CNN) 47.0% 38.3% 38.7% 122
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 21 Activity Segment Sites, Museums & Art Galleries Shopping & Dining Aboriginal Cultural Experiences Fairs & Festivals Science & Technology Exhibits Theme Parks & Exhibits High Art Performances Professional Sporting Events Theatre, Film & Musical Festivals Tastings Casino, Theatre & Comedy Clubs National & International Sporting Events Appendix One U.S. TAMS 2006 Culture and Entertainment Segmentation in Segment Well-known Historic Sites or Buildings Other Historic Sites, Monuments and Buildings Strolling Around a City to Observe Buildings and Architecture Museum - General History or Heritage Museums Shop Or Browse - Bookstore or Music Store Shop Or Browse - Clothing, Shoes and Jewellery Shop Or Browse - Local Arts & Crafts Studios or Exhibitions Dining - Restaurants Offering Local Ingredients and Recipes Aboriginal Cuisine (Tasted or Sampled) Aboriginal Heritage Attractions (e.g., Museums, Interpretive Centres) Aboriginal Festivals & Events (e.g., Powwows) Farmers' Markets or Country Fairs Carnivals Exhibition or Fairs Food / Drink Festivals Science or Technology Museums Science & Technology Theme Parks Planetarium Amusement Park Water Theme Park Movie Theme Park Classical or Symphony Concert Opera Professional Football Games Professional Basketball Games Professional Baseball Games Theatre Festivals Comedy Festivals Literary Festivals or Events Went to Wineries for Day Visits and Tasting Went to Breweries for Day Visits and Tasting Stand-Up Comedy Clubs and Other Variety Shows Went to a Casino Re-Enactments (as an Actor) Curatorial Tours National / International Sporting Events such as the Olympic Games Professional Figure Skating Well-known Natural Wonders Replicas of Cities or Towns With Historic Re-Enactments Museum - Military / War Museums Art Galleries Shop Or Browse - Antiques Shop Or Browse - Gourmet Foods in Retail Stores Shop Or Browse - Greenhouse or Garden Centre Went to Local Outdoor Cafes Aboriginal Arts and Crafts Shows Aboriginal Cultural Experiences in a Remote or Rural Setting Aboriginal Outdoor Adventure and / or Sports Firework Displays Ethnic Festivals Free Outdoor Performances (e.g., Theatre, Concerts) in a Park Circus Children's Museums Went to an Imax Movie Theatre Aquariums Zoos Wax Museums Ballet or Other Dance Performances Jazz Concert Professional Golf Tournaments Professional Ice Hockey Games International Film Festivals Music Festivals Cooking / Wine Tasting Courses Visited Food Processing Plants (e.g., Cheese Factory) Live Theatre with Dinner Live Theatre Interpretive Program at a Historic Site or National / Provincial Park Curling Bonspiel Professional Soccer Games
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 22 Appendix One U.S. TAMS 2006 Culture and Entertainment Segmentation Gardens Theme Garden Theme Park Botanical Gardens Attractions Rock Concerts & Dancing Rock & Roll / Popular Music Concert Recreational Dancing Archaeological Digs & Sites Archaeological Digs Paleontological / Archaeological Sites Equine (Horse) Competitions Country / Western Music Concerts Equestrian & Western Western Theme Events (e.g., Rodeos) Auto Races Events Horse Races Fine Dining & Spas High-End Restaurants with an International Reputation Other High-End Restaurants Day Visit to a Health and Wellness Spa while on an Overnight Trip Dining At A Farm Harvesting and / or Other Farm Operations Agro-Tourism Went Fruit Picking at Farms or Open Fields Entertainment Farms (e.g., Corn Maze, Petting Barnyard) Amateur Tournaments Amateur Sports Tournaments and Amateur Tournaments and Competitions other Competitions than Sports-related
TAMS 2006: U.S. Activity Profile: Engaging in on Trips Page 23 Activity Segment Golfing Hunting Fishing Wildlife Viewing Hiking, Climbing & Paddling Boating & Swimming Ocean Sailing & Surfing Appendix Two: U.S. TAMS 2006 Outdoor Activity Segmentation in Segment Played During a Stay at a Golf Resort with Overnight Stay Played an Occasional Game While on a Trip Hunting for Small Game Hunting for Big Game Fresh Water Fishing Ice Fishing Viewing Land Based Animals Whale Watching & Other Marine Life Wildflowers / Flora Viewing Mountain Climbing / Trekking Rock Climbing Hiking / Backpacking in Wilderness Setting With Overnight Camping or Lodging Ice Climbing Motorboating Water Skiing Swimming in Oceans Sunbathing, Sitting on a Beach Sailing Wind Surfing Golf Tour Package to Play on Various Courses Hunting for Birds Salt Water Fishing Trophy Fishing Bird Watching Visited National, Provincial / State Park Viewing Northern Lights Fresh Water Kayaking / Canoeing White Water Rafting Same Day Hiking Excursion While on a Trip of 1+ Nights Wilderness Skills Courses Swimming in Lakes Snorkelling in Sea / Ocean Ocean Kayaking or Canoeing Parasailing Kite Surfing Scuba Diving in Lakes / Rivers Scuba Diving in Sea / Ocean Scuba & Snorkelling Snorkelling in Lakes / Rivers Exercising & Jogging Working Out in Fitness Centre Jogging or Exercising Outdoors Overnight Touring Trip Recreational - Same Day Excursion Cycling Mountain Biking Motorcycling Overnight Touring Trip Same Day Excursion Horseback Riding With an Overnight Stop Same Day Excursion All Terrain Vehicle - Overnight Touring Trip Snowmobiling As an Overnight Touring Trip Snowmobiling & ATVing All Terrain Vehicle - Same Day Excursion Snowmobiling Day Use on Organized Trail Downhill Skiing & Snowboarding Cross-country Skiing & Snowshoeing Extreme Skiing Hockey, Skating, Rollerblading & Skateboarding Extreme Air Sports Team Sports Games & Individual Sports Snowboarding Cross-country Skiing Heli-Skiing Ski Jouring Ice-Hockey Ice-Skating Parachuting Hang Gliding Football Baseball or Softball Board Games Volleyball Beach Volleyball Bowling Downhill Skiing Snowshoeing Cross Country or Back Country as an Overnight Touring Trip In-Line / Rollerblading Skateboarding Hot Air Ballooning Bungee Jumping Basketball Soccer Badminton Tennis Mini-Golf