Canada's Hard Outdoor Adventure Enthusiasts - Canadian Tourism ...

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2.5 Image Challenges & Media SourcesCanada is most highly rated by Hard Outdoor Adventure Enthusiasts for attributes that support anactive and outdoors image:• A place with beautiful scenery• One of the best destinations for outdoor activities• A great place to relax and get away from it all• A place with lots of things for families to see and do• A great place to go for fishing• A place with lots of things for mature adults to see and do• One of the best summer destinations• A great place to experience adventure and excitementThis market segment also considers Canada to be a place that is very clean and well cared for, is safefor visitors, has friendly people, and has a lot for young people to see and do. Among those who offera rating, Canada is also viewed as being a great place for hunting. Canadian Hard Outdoor AdventureEnthusiasts are also favourable in their appraisals of Canada for its cultural and heritage attractions.Less favourable ratings are accorded attributes associated with shopping opportunities, respecting thenatural environment, as a winter destination, cultural diversity, urban attractions, romance, the“good life”, and value for money. Canadian Hard Outdoor Adventure Enthusiasts are least positiveabout Canada as a destination with a popular or trendy image.On many dimensions, Hard Outdoor Adventure Enthusiasts have impressions of Canada that aresignificantly higher than those offered by all Canadians with recent travel experience in Canada. Theenthusiastic ratings offered by this young market segment suggests that direct encounters withCanada’s rugged terrains and outdoor adventures generates a positive impression of their own land.Image building and product awareness messages to Hard Outdoor Adventure Enthusiasts are likely toachieve the highest reach in daily and weekend editions of local newspapers, including the travelsections of these editions and through the Canadian Automobile Association (CAA). These mediaoutlets have the greatest potential for reaching Hard Outdoor Adventure Enthusiasts among thosemeasured in the survey. Boat, sportsmen’s and RV/camper shows might also be useful marketingvenues for Hard Outdoor Adventure Enthusiasts since between 2-in-10 and 3-in-10 members of thissegment claim to frequent these consumer trade shows on a regular basis.Canadian Tourism Commission 5
2.6 Impacts of Population ChangesThree fundamental changes in Canada’s population structure might be taken into account in tourismplanning and product development for domestic Hard Outdoor Adventure Enthusiasts over the nexttwo decades:• Provinces and regions throughout Canada will grow at different rates, with Ontario and BritishColumbia experiencing the highest growth rates and Quebec and Atlantic Canada experiencingthe lowest. At an estimated 37 per cent increase in the adult population of Ontario by 2026compared to a 27 per cent increase for the entire country, the pool of Ontarians from whichCanada has to draw will increase from 8.9 to 12.2 million, and the Toronto CMA will increasefrom about 3.6 million to 6.1 million by 2026.• Older people – those who are at least 55 years of age – will represent an increasingly sizeableproportion of the Canadian population. They currently account for over one-quarter of the adultpopulation (28%) but will represent over two-fifths by 2026 (42%).• Canadian residents born outside Canada will increase from about 21 per cent now to 28 per centby 2026, with much of this increase being absorbed by major urban centres that act as receptioncentres for new Canadians, and particularly Toronto and Vancouver. By 2026, more than half ofadult residents of each of these metropolitan areas will have been born outside Canada.2.7 Implications for Hard Outdoor Adventure EnthusiastsThere will be an increase in the absolute number of Canadians who will be in the market for hardoutdoor adventure activities between 2000 and 2026, from an estimated 1.6 million now to about1.7 million in 2026. Canada’s likely share of this market – those who will seek outdoor adventuresand take leisure trips within Canada – is also expected to grow by a modest amount, from 1.3 millionto 1.4 million.These growth rates are lower than the population growth rate of Canada as a whole, primarily becausehard outdoor adventure activities tend to appeal to younger people. Just as the younger end of the agespectrum will diminish as a proportion of the total population over the next two decades, so too willthe market for hard outdoor adventure – unless changes are made in the amenities and servicesoffered by tourism businesses who serve this market segment to better accommodate the needs andinterests of an aging population.If the new generation of Canadians displays similar tourism activity preferences to their 2000counterparts, the impact of an aging population will result in a shift away from strenuous outdooractivities and a corresponding shift toward non-strenuous warm weather outdoor activities and indoorcultural events and attractions.6 Canadian Hard Outdoor Adventure Enthusiasts –A Special Analysis of the Travel Activities and Motivation Survey (TAMS)
Page 2 and 3: Canadian Hard OutdoorAdventure Enth
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