EXECUTIVE SUMMARY

Over the last two years, 44.9% of adult Canadians (11,136,282) took an overnight trip to another Canadian province. 78.7% (8,760,554) of these trips were “pleasure trips”. 80.0% took a trip to an adjacent province while 53.4% traveled to a non-adjacent province. (Note: Due to the structure of the Canadian TAMS database, travel within the Atlantic Region by the residents of the Atlantic Region is not considered out-of-province travel.)

Those who visited another province are most likely to live in Saskatchewan, Alberta and Manitoba. Those from Ontario, Quebec and the Atlantic Region are the least likely to have taken a trip to another province in the last two years.

Relative to those who only traveled within their own province, Inter-Province Travellers are slightly over-represented among those 45 and older. They are also slightly more likely to be married and slightly less likely to have children 18 or younger living at home. They are generally better-educated and report above-average household incomes. As such, Inter-Province Travellers are over-represented among affluent, mature couples.

Inter-Province Travellers are more active in culture and entertainment activities while on trips than those who did not travel outside of their province. They were especially likely to have attended sporting events, to have taken part in educational, participatory activities (e.g., aboriginal cultural experiences) and to have visited historical attractions and educational exhibits. They were also more likely to have attended live art performances and to have taken part in wine, beer and food tastings. Inter-Province Travellers were also more active in outdoor activities while traveling, and especially golfing, skiing, nature-oriented activities (e.g., hiking, climbing and paddling) and fitness activities. They were also more likely to have taken self-guided, multi-location tours, organized, sameday tours, city tours, wilderness tours and tours of wineries and factories. Inter-Province Travellers most often stayed in public or private campgrounds or resorts. However, they were especially likely to have stayed at a ski or mountain resort or a wilderness accommodation or to have toured with a motor home or RV.

Inter-Province Travellers tend to seek vacations that provide intellectual stimulation, novelty and learning opportunities. They also are more likely than others to take vacations to renew personal connections with friends.

Inter-Province Travellers are above-average users of the Internet to plan (64.7%) and book travel (44.1%) and above-average users of travel media. They may also be targeted though business, finance and investing magazines, city lifestyle magazines, news media and classical music or country music radio stations.