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

More documents

Recommendations

Info

3. Canadian Hard Outdoor Adventure Enthusiasts – 20003.1 Market Size & Overlap With Other Activity GroupsThe CTC identified several market segments generated from variables within the Travel Activitiesand Motivation Survey (TAMS) for special analysis. These include Hard and Soft OutdoorAdventure Enthusiasts, Wine and Culinary Enthusiasts, Alpine Skiers, Other Winter ActivityParticipants (non-alpine), Heritage Enthusiasts, Visual Arts Enthusiasts, and Performing ArtsEnthusiasts (see Appendix for definitions). The table below provides information on the total size ofeach of these market segments, the number who have travelled to a Canadian destination in the pastcouple of years and the degree of overlap within the Hard Outdoor Adventure Enthusiast segment.Of the 23.3 million Canadian adults in 2000, about 1.6 million are Hard Outdoor AdventureEnthusiasts (7%). Of these, about 8-in-10 claim to have taken a leisure trip within Canada during thepast two years or so. Thus, the domestic market for Canada’s hard outdoor adventure products isapproximately 1.3 million adults.Table 1: Canadian Hard Outdoor Adventure Enthusiasts –Market Size & Comparisons With Other SegmentsCANADIANADULTSRECENT LEISURE TRAVELLERSIN CANADATOTALTOTALHARD OUTDOORENTHUSIASTSAdults 18+ 23.3 million 14.0 million 1.3 millionHard Outdoor Adventure 1.6 1.3 1.3Soft Outdoor Adventure 5.3 4.4 N/AWine/Culinary 1.8 1.5 0.3Heritage 2.6 2.2 0.4Performing Arts 1.3 1.1 0.3Visual Arts 2.1 1.7 0.3Winter Outdoors (excludingalpine skiing)3.6 3.1 0.6Alpine Skiing 2.8 2.4 0.6Source: Special TAMS Tabulations, page 8-1. See Appendix for unweightedbase sizes.Note: By definition, ”soft outdoor adventure enthusiasts” are NOT “hardoutdoor adventure enthusiasts”.At 1.6 million, these Hard Outdoor Adventure Enthusiasts are among the smallest activity-baseddomestic market segment among those of special interest to the CTC. They are surpassed at aconsiderable distance by Soft Outdoor Adventure Enthusiasts (5.3 million), Heritage Enthusiasts(2.6 million), and Visual Arts Enthusiasts (2.1 million). By definition, the high intensity outdooractivity group includes many of the Canadians who engage in winter outdoor activities apart fromalpine skiing (Winter Outdoor, 3.6 million) and those who go alpine skiing or boarding (AlpineSkiing, 2.8).Canadian Tourism Commission 9
The 1.3 million Hard Outdoor Adventure Enthusiasts with recent Canadian leisure travel experienceshave relatively narrow tourism interests. Approximately 3-in-10 are also Heritage Enthusiasts(386,000) and/or Visual Arts Enthusiasts (340,000) while about 2-in-10 are Wine/CulinaryEnthusiasts (256,000) and/or Performing Arts Enthusiasts (253,000). These overlaps suggestcomparatively limited cross-market packaging and marketing opportunities within the domestic HardOutdoor Adventure Enthusiast market.3.2 Where They Live & Where They TravelCanadians from all parts of the country are represented in the Hard Outdoor Adventure Enthusiastsegment but there is a decided western enthusiasm for energetic engagements with the outdoors and apronounced lack of enthusiasm for hard outdoor adventure among Quebeckers. For example, almost1-in-10 Canadians live in Alberta (9%) but residents of Alberta are twice as likely to be Hard OutdoorAdventure Enthusiasts (18%) as their share of the total adult population would suggest. BritishColumbia represents about 1-in-8 adult Canadians (13%), but close to 1-in-5 outdoor enthusiasts(19%).Table 2: Place of Residence of CanadianHard Outdoor Adventure EnthusiastsCANADIANADULTSRECENT LEISURE TRAVELLERSIN CANADATOTALTOTALHARD OUTDOORENTHUSIASTSAdults 18+ 23.3 million 14.0 million 1.3 millionAtlantic Canada 8% 8% 5%Quebec 25% 24% 11%Montréal CMA 12% 11% 5%Ontario 38% 35% 41%Toronto CMA 16% 12% 18%Manitoba/Saskatchewan 7% 8% 6%Alberta 9% 11% 18%British Columbia 13% 15% 19%Vancouver CMA 7% 7% 11%Source: Special TAMS Tabulations, pages 1; 26. Percentages may notadd to 100 per cent due to rounding.Note: Residents of the Territories were not included in the TAMSsurvey.In contrast, Quebeckers account for 1-in-4 Canadian adults (25%) but only about 1-in-10 HardOutdoor Adventure Enthusiasts (11%). Ontario residents are represented among outdoor enthusiasts(41%) at about the same rate as they are in the population as a whole (38%).10 Canadian Hard Outdoor Adventure Enthusiasts –A Special Analysis of the Travel Activities and Motivation Survey (TAMS)
Page 2 and 3: Canadian Hard OutdoorAdventure Enth
Page 4 and 5: Table of Contents1. Introduction ..
Page 6 and 7: 1. IntroductionCanada offers a wide
Page 8 and 9: 2. Executive Summary2.1 Hard Outdoo
Page 10 and 11: 2.5 Image Challenges & Media Source
Page 12 and 13: 2.8 SummaryThe domestic Hard Outdoo
Page 16 and 17: The comparative over-representation
Page 18 and 19: All foreign destinations have stron
Page 20 and 21: Table 6: Demographics of Canadian H
Page 22 and 23: Table 9: Canadian Hard Outdoor Adve
Page 24 and 25: Table 11: Canadian Hard Outdoor Adv
Page 26 and 27: One might have expected outdoor-ori
Page 28 and 29: Daily and weekend newspapers may ha
Page 30 and 31: 4. Projections to 20264.1 Introduct
Page 32 and 33: Table 17: Regional Shifts in Canadi
Page 34 and 35: As noted above, the trend reverses
Page 36 and 37: 4.5 Destination ChoicesOver the nex
Page 38 and 39: 5. Appendix5.1 TAMS DefinitionsThe
Page 40 and 41: 5.3 Attraction RatesTable A-2: Attr
Page 42: Games (as a spectator)Amateur sport

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

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?