Canadian Soft Outdoor Adventure Enthusiasts - Canadian Tourism ...
Canadian Soft Outdoor Adventure Enthusiasts - Canadian Tourism ...
Canadian Soft Outdoor Adventure Enthusiasts - Canadian Tourism ...
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3.4 Travel Activities Among <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong><br />
3.4.1 <strong>Outdoor</strong> Activities<br />
Of the activities used to define <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong>, hiking and backpacking has the<br />
largest following. Close to 6-in-10 of these enthusiasts claim to have participated in this activity on a<br />
leisure trip in the past couple of years. It is important to note that even though these <strong>Soft</strong> <strong>Outdoor</strong><br />
<strong>Adventure</strong> <strong>Enthusiasts</strong> travelled within Canada during the past several years, the survey findings do<br />
not provide an indication of whether their hiking/backpacking experience or any other activity<br />
discussed in this report took place on a <strong>Canadian</strong> trip.<br />
Table 8: <strong>Canadian</strong> <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong><br />
<strong>Enthusiasts</strong> – <strong>Outdoor</strong> Activities Used To<br />
Define Market Segment<br />
SOFT OUTDOOR<br />
ENTHUSIASTS<br />
Adults 18+<br />
Hiking/backpacking in<br />
wilderness settings<br />
4.4 million<br />
58%<br />
Cycling 38%<br />
Motor boating 37%<br />
Kayaking or canoeing 37%<br />
Downhill skiing 28%<br />
Cross-county skiing 22%<br />
Snowmobiling 19%<br />
Horseback riding 18%<br />
Sailing 13%<br />
Motorcycling 10%<br />
Snowboarding 5%<br />
Wind surfing 4%<br />
Hot air ballooning 2%<br />
Source: Special TAMS Tabulations, page 9.<br />
Other popular defining activities include cycling, motor boating, and kayaking or canoeing. The<br />
water-based activities are likely related to the popularity of fishing among <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong><br />
<strong>Enthusiasts</strong> (see following section).<br />
Winter sports, including alpine and cross-country skiing, followed by snowmobiling are also<br />
comparatively widespread among <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong>, capturing participation by at<br />
least 2-in-10 participants on recent leisure trips. Close to 2-in-10 of these <strong>Canadian</strong>s also go<br />
horseback riding on their travels while closer to 1-in-10 go sailing or motorcycling.<br />
Other defining activities for the market segment, including snowboarding, hot air ballooning and<br />
wind surfing are best described as niche activities within the segment.<br />
16 <strong>Canadian</strong> <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong> –<br />
A Special Analysis of the Travel Activities and Motivation Survey (TAMS)
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