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Travel and Tourism in Maine Canadian Visitors To Maine In 2006

Travel and Tourism in Maine Canadian Visitors To Maine In 2006 Canadian Visitors to Maine Background Longwoods conducted primary research in 2007 for the Maine Office of Tourism which provided an information base for strategic marketing. The study includes:

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Travel and Tourism in Maine Canadian Visitors To Maine In 2006

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  1. Travel and Tourism in MaineCanadian Visitors To MaineIn 2006

  2. Canadian Visitors to MaineBackground • Longwoods conducted primary research in 2007 for the Maine Office of Tourism which provided an information base for strategic marketing. The study includes: • estimates of the number of day and overnight trips made by U.S. residents to Maine in 2006, • estimates of the related traveler expenditures, • trip and traveler profiles. • This report provides similar information for trips taken by Canadianresidentsto Maine in the 2006 Travel Year.

  3. Canadian Visitors to MaineResearch Method • The source of the Canada to Maine travel data reported herein is the “International Travel Survey”, compiled annually by Statistics Canada, about travel by Canadians to international destinations. • Statistics Canada is the central statistical agency for the Government of Canada.

  4. Canadian Visitors to MaineTrip Type Segmentation • This report reflects the trip-type segmentation approach to analysis based on Travel USA®. The segments are: • Visits to Friends/Relatives • Marketable Trips • All other pleasure trips • So-called because choice of destination on these trips is discretionary and open, therefore, to marketing influence • Business Trips.

  5. Canadian Visitors to MaineTrip Type Segmentation cont’d • Differences to be noted between the Travel USA® and Statistics Canada’s trip type inclusions and definitions are: • Daily work commutes - • are included in the Business Day trip totals reported by Statistics Canada; accounted for 3% of all Canada to Maine Day trips in 2006. • are not included anywhere within Travel USA ® because that study is only concerned with trips not part of normal routine. • Combined Business-Pleasure trips – • are not broken-out separately by Statistics Canada and are most likely self-reported as Business trips by travelers. • are counted as Marketable trips within Travel USA®.

  6. Value of $CDN in $USas at July 1st SOURCE: Bank of Canada – Rates and Statistics

  7. Value of $CDN in $US in 2006 SOURCE: Bank of Canada – Rates and Statistics

  8. Detailed Findings

  9. Canadian Trips to Mainein 2006 Base: Total Day & Overnight Trips Total Trips: 5.0 Million Trips Total Canadian Visitors to Maine = 21.2 Million (4.1 Million) (0.9 Million)

  10. Total Canadian Trips to Maine Base: Total Day & Overnight Trips - 4% vs. 2000 -5% -3% +0% +7% -8% +7% -11% +1% Note: Includes VFR, Marketable, and Business trips as well as trips of unspecified purpose.

  11. Canadian Day Trips to Maine Base: Day Trips -7% vs. 2000 -8% -4% +7% +0% -9% +6% -12% +2% Note: Includes VFR, Marketable, and Business trips as well as trips of unspecified purpose.

  12. Canadian Overnight Trips to Maine Base: Overnight Trips +8%vs. 2000 +9% -1% +9% +3% -3% +12% -7% -1% Note: Includes VFR, Marketable, and Business trips as well as trips of unspecified purpose.

  13. Canadian Expenditures in Maine Base: Total Day & Overnight Trips Total Trips: 5.0 Million Trips Total Canadian Expenditures = $323.8 Million ($US) ($141.9 Million) (181.9 Million)

  14. Canada to Maine TripsExpenditures in Maine Base: Total Day & Overnight Trips +60.4% vs. 2000 $324 $269 $291 $245 $202 $196 $189 $165

  15. Canadian Expenditures Per Day Trip Base: Day Trips

  16. Canadian Expenditures Per Overnight Trip Base: Overnight Trips

  17. Profile of the Canadian Travel Market

  18. Canadian Day Trip Mix Base: Day Trips Note: Excludes trips of unspecified purpose.

  19. Canadian Overnight Trip Mix Base: Overnight Trips Note: Excludes trips of unspecified purpose.

  20. Canadian Day VFR Trips Base: Day VFR Trips -39% vs. 2000 -5% -11% -19% -2% -1% -9% -1% -15%

  21. Canadian Day Marketable Trips Base: Day Marketable Trips +2% vs. 2000 -7% -5% +10% +4% -3% -7% -3% +6%

  22. Canadian Day Business Trips Base: Day Business Trips -34% vs. 2000 -12% -7% -24% -1% +2% -2% -8% -5% Note: Includes daily work commutes.

  23. Canadian Overnight VFR Trips Base: Overnight VFR Trips -3% vs. 2000 -1% +3% +2% -1% -4% +1% -1% +1%

  24. Canadian Overnight Marketable Trips Base: Overnight Marketable Trips +12% vs. 2000 +11% -0% +4% +14% +12% -5% +2% -8%

  25. Canadian Overnight Business Trips Base: Overnight Business Trips -10% vs. 2000 +4% +2% +12% +4% -9% +29% -12% -18%

  26. Sources of Canadian Day Trips Base: Day Trips

  27. Sources of Canadian Overnight Trips Base: Overnight Trips

  28. Canadian Travel Party Size on Day Trips Base: Day Trips 20062005 Average Party Size 1.71.7

  29. Canadian Travel Party Sizeon Overnight Trips Base: Overnight Trips 20062005 Average Party Size 2.42.4

  30. Canadian Visitor Demographics Across Total Trips Base: Total Day & Overnight Trips Sex Age

  31. Transportation Used By CanadiansTo Enter Maine  Across Total Trips Base: Total Day & Overnight Trips

  32. Transportation Used By Canadians To Enter Maine On Overnight Trips Base: Overnight Trips

  33. Length of Canadian OvernightTrips To Maine Base: Overnight Trips 20062005 Average Length of Stay 3.3 3.2

  34. Accommodations Used By Canadian Overnight Visitors NOTE:: Percents sum to more than 100% as multiple mentions were permitted.

  35. Canadian Day Trip Seasonality Base: Day Trips

  36. Canadian Overnight Trip Seasonality Base: Overnight Trips

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