tourism nova scotia market profile: atlantic canada ves... · 2019. 4. 15. · atlantic canadian...

Tourism Nova Scotia

Market Profile:

Atlantic Canada

TABLE OF CONTENTS

Introduction..........................................................................................................1

Visitors by Origin..................................................................................................3

Visitor Profile.…...................................................................................................5

Visitor Expenditures............................................................................................11

Accommodations …..........................................................................................14

Visitor Activities…………………………………………………………………….....16

Trip Planning……………………………………………………………………….....21

Explorer Quotient………………………………………………………………….....24

Community Visitation..…………………………………………………………….....27

INTRODUCTIONThis market profile is based on the responses of visitors to Nova Scotia from Atlantic Canada (New Brunswick,

Newfoundland & Labrador, and Prince Edward Island) who participated in the 2017 Nova Scotia Visitor Exit Survey

(VES).

The 2017 VES was administered during the peak season of June to October 2017. The 2017 peak season data was

combined with off-peak season data from the 2015 VES so as to provide results across a full 12 months of the year.

The 2017 VES report is based on 3,451 questionnaires that were completed by overnight visitors aged 18 years or

older who stayed at least one night in Nova Scotia between June 2017 and October 2017 (1,869) and January to May

& November to December 2015 (1,582).

Questionnaires were completed using an online survey. Visitors exiting the province through the Halifax Stanfield

International Airport, Digby, Caribou, Yarmouth, or Highway 104 (Cobequid Pass) received a VES Response Card.

The VES Response Card invited non-resident visitors who had spent at least one night in Nova Scotia to complete the

VES.

Data were weighted by origin and mode of travel to reflect the overall non-resident overnight visitor population.

This report is a companion document to the main VES report.

- Page 1 -

https://www.tourismns.ca/sites/default/files/2017 VES Full Year report.pdf

CONTACTFor further information on this study, please contact:

Tourism Research

Research, Planning and Decision Support

Tourism Nova Scotia

8 Water Street

PO Box 667

Windsor, Nova Scotia B0N 2T0

Telephone: (902) 798-6700

Email: [email protected]

Reproduction in whole or in part is not permitted without the express permission of Tourism Nova Scotia.

This bulletin summarizes research findings for the Atlantic Canada visitor market from the 2017 Visitor Exit Survey

(VES) and includes Tourism Nova Scotia visitation data.

For additional information, please refer to the Tourism Research website at https://tourismns.ca/research/research-

overview.

- Page 2 -

mailto:[email protected]

https://tourismns.ca/research/research-overview

VISITORS BY ORIGIN

- Page 3 -

VISITORS BY ORIGINIn 2017, nearly half (47%) of those who visited Nova Scotia were from Atlantic Canada.

47%

5%

26%

8%

3%2%

5%4%

AtlanticCanada

Quebec Ontario WesternCanada

NewEngland

Mid-AtlanticUS

Other US Overseas

2017 Visitors by OriginPercentage of Overall Visitors by Market of Origin

Source: Tourism Nova Scotia Indicators

- Page 4 -

VISITOR PROFILE

- Page 5 -

TRIP PURPOSE

37% 38%

16%

9%

42%39%

14%

5%

45%

37%

13%

5%

Pleasure Visiting friends andrelatives (VFR)

Business Other

Trip PurposePercentage of Visitor Parties

Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor

Source: VES Table D3

- Page 6 -

Visitors who are from Atlantic Canada are less likely to be travelling to Nova Scotia for pleasure when compared with the

overall Nova Scotia visitor population.

FIRST-TIME VISITORS

3%

97%

14%

86%

19%

81%

First-time visitor Return visitor

First-time Visitors to Nova Scotia% First-time


Source: VES Table T12

- Page 7 -

Visitors who are from Atlantic Canada are much less likely to be first-time visitors to the province compared

with the overall Nova Scotia visitor population. Nearly all report they have made a previous visit to Nova

Scotia.

PARTY SIZE

27%

47%

11% 10%

5%

25%

47%

11% 11%

5%

25%

48%

11% 10%

5%

1 2 3 4 5+

Party Size


Source: VES Table C1

- Page 8 -

Average Party Size

Atlantic Canadian Visitor 2.2

Canadian Visitor 2.3

Overall Nova Scotia Visitor 2.3

The average party size of Atlantic Canadian visitors is similar to the average Nova Scotia visitor party size.

PARTY COMPOSITION

27%

34%

16%

7%8%

7%

25%

36%

15%

9%7%

8%

25%

37%

14%

9%7%

8%

Alone As a couple As a family w/children

As a family(adults only)

With friends Other

Party Composition



- Page 9 -

The party composition of Atlantic Canadian visitors is similar to the overall Nova Scotia visitor population.

NUMBER OF NIGHTS

2.7

4.5

2.6

4.7

6.4

4.1

5.1

7.0

4.3

Overall Air Passenger vehicle

Average Number of Nightsby Mode of Travel



- Page 10 -

Atlantic Canadian visitors spend much less time in Nova Scotia when compared with the average Nova Scotia

visitor.

VISITOR

EXPENDITURES

- Page 11 -

VISITOR EXPENDITURES

$750

$900

$600

$850

$1,300

$1,650

$1,000

$1,200

$1,450

$1,900

$1,100

$1,250

Overall Pleasure Visiting friends andrelatives (VFR)

Business

Visitor Expenditures Per Party, Per TripIncluding Allocated Travel, Excluding Major Purchases


Source: VES Table D22/24

Allocated travel is defined as 50% of the money

spent getting to and from Nova Scotia

Spend is rounded to nearest $50

- Page 12 -

Reflective of their shorter trip length, spending by Atlantic Canadian visitors is lower compared with the

average Nova Scotia visitor.

VISITOR EXPENDITURES

$130

$160

$90

$210

$120

$140

$90

$210

$130$140

$90

$220

Overall Pleasure Visiting friends andrelatives (VFR)

Business

Visitor Expenditures Per Person, Per DayIncluding Allocated Travel, Excluding Major Purchases


Source: VES Table D22/24

Allocated travel is defined as 50% of the money

spent getting to and from Nova Scotia

Spend is rounded to nearest $10

- Page 13 -

When looking at per person, per day spend, Atlantic Canadian visitors are similar to the average Nova Scotia

visitor. This finding is consistent across trip purpose.

ACCOMMODATIONSTypes of Accommodations Used by Visitors to Nova Scotia

- Page 14 -

ACCOMMODATIONS

43%

4%

1%

39%

10%

2%

36%

5%3%

38%

14%

4%

36%

5% 4%

36%

15%

4%

Hotel Motel Bed and breakfast Staying with friendsor relatives

Other fixed roof[NET]

Campground [NET]

Share of Nights by Accommodation TypeAmong All Parties


‘NET other fixed roof’ accommodations

includes inns, resorts, rented and

owned cottages or cabins, universities,

and ‘other’ responses.

‘NET campground’ includes national,

provincial, and commercial

campgrounds.


- Page 15 -

Atlantic Canadian visitors are more likely to stay in a hotel and less likely to stay in a bed and breakfast or

other fixed roof accommodations when compared with the average Nova Scotia visitor.

VISITOR ACTIVITIESReasons for Travel to Nova Scotia, Popular Activities & Attractions

- Page 16 -

TRAVEL MOTIVATORS

6%

2%

3%

5%

12%

4%

6%

26%

18%

5%

2%

4%

5%

13%

5%

7%

22%

20%

2%

2%

3%

3%

4%

9%

12%

13%

27%

To experience Nova Scotia's culture

My interests and hobbies

To visit a specific attraction or museum

To experience Nova Scotia’s heritage

For the seacoast and ocean

To attend a festival or public event

To do a specific activity

For the scenery/natural landscape

To visit a specific area or location of Nova Scotia

Main Reason for Visiting Nova Scotia*Among Pleasure Visitors


- Page 17 -


* Responses based on data collected

between June and October 2017

Atlantic Canadian pleasure visitors are more likely to visit Nova Scotia in order to visit a specific area or

location, to do a specific activity, or to attend a festival or public event compared with the average Nova Scotia

pleasure visitor. They are less likely to be visiting for the scenery/natural landscape or for the seacoast and

ocean when compared with the average Nova Scotia pleasure visitor.

OUTDOOR ACTIVITIES

26%

1%

4%

2%

2%

7%

20%

28%

34%

48%

51%

31%

1%

3%

2%

2%

6%

17%

25%

30%

46%

47%

53%

1%

2%

2%

3%

3%

4%

15%

16%

24%

26%

None/I did not take part in any outdoor activities

ATV/Off-roading

Cycling or biking

Canoeing

Outdoor sporting event

Sail/boat tour

View the worlds' highest tides

Nature observing

Hiking

Visit a beach

Coastal sightseeing

Participation in Outdoor ActivitiesAmong Pleasure Visitors


- Page 18 -Source: VES Table N2

Atlantic Canadian pleasure visitors are considerably less likely to participate in outdoor activities compared

with the average Nova Scotia pleasure visitor. More than one-half report they did not participate in any outdoor

activities.

NOVA SCOTIA ALCOHOL PRODUCER

5% 5%

3%

1%

11%

13%12%

8%

3%

25%

13%12%

8%

3%

26%

A micro/craftbrewery

A local distillery A winery A local cidery* At least onealcohol producer

Nova Scotia Alcohol Producer VisitationAmong Pleasure Visitors


- Page 19 -

Source: VES Table N3e

*Data only available for June – October 2017

Atlantic Canadian pleasure visitors are less likely to visit all types of alcohol producers compared with the

overall Nova Scotia pleasure visitor population.

LOBSTER

12% 13% 12% 12%

32%

42%

27% 26%

36%

47%

29% 28%

Overall Pleasure Visiting friends and relatives(VFR)

Business

Percentage of Visitor Parties that Ate Lobsterby Trip Purpose


- Page 20 -

Source: VES Table N5

Atlantic Canadian visitors are considerably less likely to eat lobster during their Nova Scotia trip compared with

the average Nova Scotia visitor.

23

TRIP PLANNING

- Page 21 -

DECIDE TO VISIT NOVA SCOTIA

2%

13%

9%

16%

22%

17%

20%

2%

2%

11%

8%

14%

22%

19%

22%

2%

4%

5%

4%

8%

20%

24%

34%

2%

Don't know/No answer

More than six months before you traveled

5 to 6 months before you traveled



2-4 weeks before you traveled

Less than two weeks before you traveled

After you began your trip

How Far in Advance Decision Was Made to VisitAmong Those Responsible for Decision


- Page 22 -Source: VES Table T5

Atlantic Canadian visitors tend to have a shorter planning cycle and make the decision to visit Nova Scotia

much closer to their departure date compared with the average Nova Scotia visitor.

BOOKING TRAVEL

3%

4%

5%

14%

21%

21%

26%

6%

3%

3%

4%

12%

21%

22%

29%

6%

4%

2%

2%

6%

16%

23%

42%

6%

Don't know/No answer

More than six months before you traveled




2-4 weeks before you traveled

Less than two weeks before you traveled

After you began your trip

How Far in Advance First Booking MadeAmong Those Who Made Bookings


- Page 23 -Source: VES Table T6

Consistent with their shorter planning cycle, Atlantic Canadian visitors tend to make their first booking much

closer to their departure date compared with the average Nova Scotia visitor.

EXPLORER QUOTIENT

- Page 24 -

EXPLORER QUOTIENT

Tourism Nova Scotia uses Explorer Quotient (EQ) as our lead market segmentation tool. Using EQ

has helped us to identify who is most drawn to our unique landscapes, cultures and experiences, and

to tailor our marketing approach to appeal to these potential visitors. The three EQ types that offer the

best fit with what Nova Scotia has to offer as a tourism destination are Authentic Experiencers,

Cultural Explorers and Free Spirits.

For more information please see: https://tourismns.ca/research/explorer-quotient

- Page 25 -

https://tourismns.ca/research/explorer-quotient

EXPLORER QUOTIENT

20%

13%12%

19%

8%9%

7%6% 6%

25%

17%

11%

15%

9% 9%

6%4% 5%

26%

17%

10%

14%

9%9%

6%4% 4%

AuthenticExperiencer

Cultural Explorer Free Spirit Gentle Explorer Cultural HistoryBuff

Rejuvenator Personal HistoryExplorer

No-HassleTraveller

Virtual Traveller

Explorer Quotient SegmentsAmong All Visitors


- Page 26 -Source: VES

Atlantic Canadian visitors are less likely to be Authentic Experiencers and Cultural Explorers and more likely to

be Gentle Explorers compared with the overall Nova Scotia visitor population.

COMMUNITY VISITATION

- Page 27 -

TOURISM REGION VISITATION*

Atlantic Canadian

VisitorCanadian Visitor

Overall Nova Scotia

Visitor

Bay of Fundy and Annapolis Valley 33% 37% 38%

South Shore 14% 29% 32%

Halifax Region 73% 74% 74%

Eastern Shore 6% 7% 8%

Northumberland Shore 16% 22% 22%

Cape Breton Island 11% 19% 21%

Yarmouth and Acadian Shores 2% 4% 6%

- Page 28 -

* % of visitor parties who stopped for at least 30 minutes, or overnight

Visitors to Nova Scotia from the Atlantic provinces are less likely than visitors from outside the region to travel

throughout the province. Their primary destination is the Halifax region.

tourism nova scotia market profile: atlantic canada ves... · 2019. 4. 15. · atlantic canadian...

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