Visiting Historical Sites, Museums and Art Galleries While ...

CANADIAN TRAVEL MARKET

Visiting Historical Sites, Museums and Art Galleries While on Trips

Of One or More Nights A Profile Report

November 3, 2007

Prepared by Lang Research Inc. on behalf of:

Ontario Ministry of Tourism, Ontario Tourism Marketing Partnership Corporation, Quebec Ministry of Tourism, Travel Manitoba, Canadian Tourism Commission, Tourism Saskatchewan, Atlantic Canada Tourism

Partnership, Alberta Tourism, Parks, Recreation and Culture, Department of Canadian Heritage, Tourism British Columbia, Parks Canada Agency, Government of Yukon, Government of Northwest Territories

TAMS 2006: Canadian Activity Profile: Visiting Historical Sites, Museums & Art Galleries on Trips Page 1

Visiting Historical Sites, Museums & Art Galleries While on Trips Executive Summary

Over the last two years, 43.4% (10,751,004) of adult Canadians visited a historical site, museum or art gallery while on an out-of-town, overnight trip of one or more nights. Visiting historic sites and buildings was the most popular activity (e.g., strolling around a city, 30.6%, well-known sites & buildings, 22.5%, other sites & monuments, 18.5%), followed by viewing natural wonders (18.1%) and visiting general history museums (17.4%), art galleries (14.5%), historical replicas (7.9%), military museums (7.1%) and paleontological or archaeological sites (5.4%). Other than shopping and dining, visiting historical sites, museums and art galleries was the most common activity undertaken by Canadian Pleasure Travelers while on trips in the past two years. Of those who visited historical sites, museums and galleries, 29.2% (3,138,722) reported that this activity was the main reason for taking at least one trip.

Demographically, travelers who visited historical sites, museums and art galleries are similar to the average Canadian Pleasure Traveler in terms of gender, age and marital status. However, their level of education and household incomes ($76,691) are slightly above-average. They are over-represented in Ontario, British Columbia and Alberta.

Those who visited historical sites, museums and art galleries while on trips are less frequent travelers than many other culture and entertainment activity types. They were the 18th most likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (88.3%), the 15th most likely to have traveled to an adjacent province or region (54.9%) and the 13th most likely to have visited a nonadjacent province or region (36.8%). Their out-of-country travel is also below-average. They were the 19th most likely to have visited the United States (56.2%), the 14th most likely to have visited Mexico (14.7%), the 13th most likely to have taken a trip to the Caribbean (16.7%) and the 9th most likely to have traveled overseas (30.7%).

Those who visited historical sites, museums and art galleries while on trips are more likely to patronize live art performances (e.g., live theatre, live arts) and visit a wide array of educational attractions (e.g., science & technology exhibits) while on trips. They are also quite active in outdoor activities and especially those that are nature-based (e.g., wildlife viewing, hiking, climbing & paddling). They seek vacation destinations that are intellectually stimulating, novel and provide learning opportunities.

Relative to the average Canadian Pleasure Traveler, this activity segment is an average user of the Internet to plan (68.3%) and book (45.4%) travel. However, they are aboveaverage consumers of travel media and can also be effectively targeted through science and nature media, history and biography media and current events media.

TAMS 2006: Canadian Activity Profile: Visiting Historical Sites, Museums & Art Galleries on Trips Page 2

Travel Activity and Motivation Survey (TAMS) The TAMS survey examines the recreational activities and travel habits of Canadians and Americans. The survey examines out-of-town, overnight travel behaviour of one or more nights over the past two years and provides detailed information on Travelers' activities, travel motivators, places visited, type of accommodation used, impressions of Canada, its provinces and territories, demographics and media consumption patterns.

TAMS represents a comprehensive assessment of travel behaviour and motivators and

provides a rich and authoritative database by which to develop marketing strategies and

travel products to attract visitors to Canada. In particular, TAMS was designed to:

o Identify existing and potential tourism markets; o Measure the likelihood of these tourism markets being attracted to vacation

experiences in Canada; o Create packaging opportunities for each of these markets; o Determine how to reach these markets (i.e., in terms of media strategies); and o Provide information on how to fine-tune and target existing marketing campaigns.

TAMS was sponsored by the following organizations:

Ontario Ministry of Tourism Ontario Tourism Marketing Partnership Corporation Canadian Tourism Commission Atlantic Canada Tourism Partnership Department of Canadian Heritage Alberta Tourism, Parks, Recreation and Culture Government of Northwest Territories

Quebec Ministry of Tourism Travel Manitoba Tourism Saskatchewan Parks Canada Agency Tourism British Columbia Government of Yukon Statistics Canada

The survey was conducted in Canada and the United States between January 2006 and June 2006 and it includes only adults (18 years and over). The reference period for the data is 2004 and 2005.

The Canadian database is used in this current report. This survey was conducted by Statistics Canada. 31,699 completed questionnaires were returned. The data have been weighted to project the results to the Canadian population.

This report profiles persons who visited historical sites, museums or art galleries while on a trip and compares them with other Canadian Pleasure Travelers (i.e., those who took at least one pleasure trip or vacation in the last two years). This report is part of a series of 44 Activity Reports prepared using the Canadian TAMS database.

TAMS 2006: Canadian Activity Profile: Visiting Historical Sites, Museums & Art Galleries on Trips Page 3

Visiting Historical Sites, Museums & Art Galleries While on Trips

Market Incidence Over the last two years, 43.5% of adult Canadians (10,751,004) visited a historical site, museum or art gallery while on an out-of-town, overnight trip of one or more nights. Strolling around a city observing buildings or architecture (30.6%) was the most popular activity. Visiting well-known historic sites or buildings (22.5%), other historic sites or monuments (18.5%), well-known natural wonders (18.1%), general history or heritage museums (17.4%), and art galleries (14.5%) were also popular activities. Less frequent activities in the category include visiting historical replicas of cities or towns with reenactments (7.9%), military or war museums (7.1%) and paleontological or archaeological sites (5.4%). Other than shopping and dining, visiting historical sites, museums and art galleries was the most common activity undertaken by Canadian Pleasure Travelers while on trips in the past two years. Of those who visited historical sites, museums and art galleries, 29.2% (3,138,722) reported that this activity was the main reason for taking at least one trip in the past two years.

Size of Market

Fig. 1 Incidence of Visiting Historical Sites, Museums & Art Galleries While on Trips1

Number of Historical Site Museum & Art Gallery Visitors2

Percent Main

Reason for Trip3

Percent of Pleasure Travelers4

10,751,004

3,138,722 18,439,508

Historical Sites, Museums & Art Galleries (All Activities)

10,751,004

29.2%

58.3%

Strolling around a city observing buildings/architecture

7,588,140

20.1%

41.2%

Well-known historic sites/buildings

5,570,857

20.5%

30.2%

Other historic sites/monuments/buildings

4,580,244

17.4%

24.8%

Well-known natural wonders

4,493,497

26.0%

24.4%

General history/heritage museums

4,322,702

16.4%

23.4%

Art galleries

3,592,304

17.5%

19.5%

Historical replicas of cities/towns with historic re-enactments

1,945,284

25.0%

10.5%

Military/War museums

1,756,649

16.7%

9.5%

Paleontological/Archaeological sites

1,326,229

24.1%

7.2%

Participated in all nine activities

112,524

13.0%

0.6%

1 - "Trips" are defined as out-of-town trips for any purpose involving an overnight stay of one or more nights. Trips NOT involving overnight stays are NOT examined in this report.

2 - Defined as individuals who visited a historical site, museum or art gallery while on an out-of-town trip of one or more nights during the past two years and who took at least one out-of-town pleasure trip of one or more nights during the past two years. This column reports the number of individuals who participated in the activity on at least one trip during the last two years.

3 - This column reports the percent who participated in each activity who stated that the activity was the main reason for taking at least one trip during the past two years.

4 - "Pleasure Travelers" are defined as individuals who have taken at least one out-of-town pleasure trip of one or more nights in the last two years. This column reports the percent of Pleasure Travelers who participated in each activity on at least one trip during the last two years.

5 - This column reports the percent of the Total Canadian Adult Market who participated in each activity on a trip during the past two years.

Percent of Total

Canadian Population5

24,776,103

43.4% 30.6% 22.5% 18.5% 18.1% 17.4% 14.5% 7.9% 7.1% 5.4% 0.5%

TAMS 2006: Canadian Activity Profile: Visiting Historical Sites, Museums & Art Galleries on Trips Page 4

Incidence by Region Those who visited a historical sites, museums and art galleries while traveling are more likely to live in Ontario, British Columbia and Alberta. They are least likely to live in Saskatchewan and Manitoba.

Canada

Fig. 2 Geographic Distribution of Those Who Visited Historical Sites, Museums & Art Galleries While on Trips

Total Population

Estimated Number Who Visited

Historical Sites, Museums & Art Galleries on a Trip

Percent of Pleasure Travelers in Region

Who Visited Historical Sites, Museums & Art Galleries on a Trip

Percent of Total Regional Population

Who Visited Historical Sites, Museums & Art Galleries on a Trip

24,776,103

10,751,004

58.3%

47.1%

Atlantic Provinces Quebec Ontario Manitoba Saskatchewan Alberta British Columbia

1,822,494 5,940,869 9,671,592 843,107 706,325 2,465,540 3,326,176

724,160 2,245,873 4,234,742 313,884 288,788 1,264,450 1,679,106

57.1% 53.5% 59.1% 52.7% 53.3% 63.1% 63.1%

43.4% 41.4% 47.5% 40.5% 45.3% 55.0% 54.2%

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