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

All foreign destinations have strong appeal within the Hard Outdoor Adventure Enthusiast segment.Almost 1-in-2 of these tourists say they have taken a leisure trip to the United States (47%) andalmost one-third have gone to a sun/sea destination over the past couple of years (32%). Europeattracts about one-seventh and other countries attract about one-tenth. Approximately three-fifths ofthese outdoor adventurers have travelled to any destination outside of Canada – including the U.S.A.,Europe and other countries – over the past two years (61%). This level of outbound travel isnoticeably higher than is evident among Canadian travellers as a whole (45%), suggesting thatCanada may be challenged to attract these outdoor enthusiasts to Canadian destinations.3.3 Demographic Characteristics of Hard Outdoor AdventureEnthusiastsHard Outdoor Adventure Enthusiasts are twice as likely to be men (67%) as they are to be women(33%). They are heavily concentrated at the younger end of the adult age spectrum with close tothree-fifths falling into the 18 to 34 year age group (58%). A further 3-in-10 are between 35 and 44years, but few are 45 years of age or older (14%).Table 4: Demographics of CanadianHard Outdoor Adventure Enthusiasts –Gender & AgeRECENT LEISURE TRAVELLERSIN CANADATOTALHARD OUTDOORENTHUSIASTSAdults 18+ 14.0 million 1.3 millionMen 48% 67%Women 52% 33%18 - 34 years 33% 58%35 - 44 years 24% 29%45 - 54 years 19% 10%55 - 64 years 12% 3%65+ years 13% 1%Average Age 43.4 years 33.4 yearsSource: Special TAMS Tabulations,pages 3-1; 28-1.Compared to the total market for all leisure tourism experiences over the past couple of years,domestic Hard Outdoor Adventure Enthusiasts are substantively under-represented among olderCanadians, and especially among those over 55 years of age. Only 1-in-25 Hard Outdoor AdventureEnthusiasts are at least 55 years of age (4%) compared to 1-in-4 recent leisure travellers as a whole(25%). Over-representation at the younger end of the age spectrum and under-representation at theolder end brings the average age of Hard Outdoor Adventure Enthusiasts to about 33 years -- wellbelow the 43 year average for domestic leisure tourists as a whole.Canadian Tourism Commission 13