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

Table 9: Canadian Hard Outdoor AdventureEnthusiasts – Other Outdoor ActivitiesHARD OUTDOORENTHUSIASTSAdults 18+1.3 millionHiking/backpacking in wilderness settings 61%Wildlife viewing 59%Recreational cycling 57%Kayaking or canoeing 55%Downhill skiing 45%Fishing - fresh water 43%Motor boating 40%Golfing 37%Wildflowers / flora viewing 36%Cross country skiing 28%Whale watching 26%Bird watching 18%Sailing 17%Snowmobiling 13%Snow boarding 13%Fishing - salt water 13%Wind surfing 11%Hunting 10%Parachuting 5%Source: Special TAMS Tabulations, pages 9-1/3.Approximately 1-in-3 golf and/or view wildflowers while on trips. A more passive activity such aswhale watching attracts about one-quarter while bird watching appeals to less than one-fifth. Thiswide array of popular outdoor activities on recent trips is suggestive of a market segment that enjoysthe outdoors during all seasons.3.4.3 Heritage ActivitiesAs noted earlier, there is some overlap between the 1.3 million Hard Outdoor Adventure Enthusiastsand the group of Canadian travellers who are defined as Heritage Enthusiasts. The heritageexperiences that might prove most attractive to Hard Outdoor Adventure Enthusiasts include generalhistory museums, farmers’ fairs or markets, science and technology museums as well as localfestivals and fairs. These heritage experiences have attracted at least one-third of the Hard OutdoorAdventure Enthusiast segment while on a trip in the past couple of years.Canadian Tourism Commission 17