Canadian Soft Outdoor Adventure Enthusiasts - Canadian Tourism ...

3.4.3 Heritage Activities
As noted earlier, there is some overlap between the 4.4 million Soft Outdoor Adventure Enthusiasts
and the group of Canadian travellers who are defined as Heritage Enthusiasts. The heritage
experiences that might prove most attractive to Soft Outdoor Adventure Enthusiasts include general
history museums, farmers’ fairs or markets as well as local festivals and fairs. These heritage
experiences have attracted about one-third of the Soft Outdoor Adventure Enthusiast segment while
on a trip in the past couple of years.
Table 10: Canadian Soft Outdoor Adventure
Enthusiasts – Heritage Activities
SOFT OUTDOOR
ENTHUSIASTS
Adults 18+
4.4 million
General history museums 38%
Farmers’ fairs or markets 37%
Local festivals or fairs 34%
Science & tech museums 25%
Pick your own farms / harvesting 22%
Historic sites 20%
Historical replicas of cities/towns 18%
French Canadian cultural experiences 12%
Pow Wow/other Aboriginal
celebrations/attractions
11%
Children’s museums 11%
Western theme events 11%
Carnivals such as Caribana/
Mardi Gras or Rio’s Carnival
4%
Source: Special TAMS Tabulations, page s 10-1/4
Other heritage attractions widely sought by Soft Outdoor Adventure Enthusiasts while on their travels
include science and technology museums, “pick-your-own” farms, and historic sites. There is also
some interest in Aboriginal celebrations, attractions and events among the soft outdoor segment.
Since many of Canada’s Aboriginal tourism experiences take place in natural settings, there may be
some synergy between the outdoor segment’s interest in canoeing, kayaking, fishing, hiking and
backpacking and Aboriginal cultural experiences.
18 Canadian Soft Outdoor Adventure Enthusiasts –
A Special Analysis of the Travel Activities and Motivation Survey (TAMS)