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UPEI's Tourism Research Centre releases study on international visitors
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The Tourism Research Centre (TRC) at UPEI’s School of Business released a report on July 3 that profiles international visitors to PEI. This is the eighth report released based on data collected during the main season (June 27 to September 30) in 2007.
“The Exit Survey was designed so results could be cross-analyzed to provide a depth of data for further analysis. With this in mind, we were able to isolate data collected from our international visitors,” explains Dr. Sean Hennessey, Faculty Director of the TRC. “Although this small market, approximately 4.9 per cent of total visitors, does share some characteristics, we decided to divide this segment into three categories: European visitors, Japanese visitors, and other international visitors.”
International visitors, those from outside Canada and the US, were quite different from various segments of North American visitors. Japanese visitors, somewhat of a niche market for PEI, were much younger than other visitors, with almost half of them being between the ages of 18 and 34. European visitors have the highest earnings with almost 38 per cent making more than $125,000 per year. Almost half of other international visitors are retired?the highest rate among all visitors by origin.
“International visitors are spenders, with European and Japanese visitors spending around $86 per person per night and other international visitors spending $102 per person per night,” states Dr. Hennessey. “This is significantly higher than the North American average of $66 per person per night. However, it is unfortunate that this market is so small and diverse from a marketing standpoint. Although the entire segment is comparable in size to the New England market, this market is spread around the globe, so targeting them will be much more difficult and expensive. A marketing strategy that is very successful in even one European country may completely fail to entice residents from another European country.”
Other highlights of this report include:
• Approximately 60 per cent of international visitors were from Europe, 10 per cent from Japan, and 30 per cent from other offshore countries.
• Almost all Japanese visitors were on pleasure trips (99 per cent); this figure dropped to 86 per cent for visitors from Europe and to 79 per cent for visitors from other international origins.
• Japanese and European visitors were travelling on trips of just over two weeks in length (16 nights). Other international visitors were on month-long trips (31 nights).
• PEI was the main destination for 77 per cent of the travellers from Japan, but they stayed only 4.2 nights (25 per cent) on the Island. This was less than European visitors (5.0 nights) and only slightly more than visitors from other international origins (4.0 nights).
• International visitors from all markets of origin stayed in hotels, motels, resorts, B&Bs, or inns much more often than Canadian or American visitors; they spent between 42 and 66 per cent of their total nights in this type of accommodation.
• European visitors spent a leading 36 per cent of their nights in Anne’s Land and the remainder were distributed throughout the Island in ratios fairly similar to US visitors. These visitors spent at least one night in almost all regions of the Island at above-average rates, with the exception of Summerside. However, their stays tended to be relatively short.
• Japanese visitors spent a far-above-average 71 per cent of their nights in Charlottetown and the remaining 28 per cent in Anne’s Land. They did not spend their nights on PEI in other regions. Visitors from other international origins also spent a far-above-average 44 per cent of their nights in Charlottetown; however, they spent a market low 8 per cent of their nights in Anne’s Land.
• As expected, Japanese visitors had very high participation rates for Anne of Green Gables- related attractions and activities: 85 per cent visited Anne attractions. In addition, 66 per cent attended live theatre and shopped for souvenirs, while 31 per cent visited Canada’s birthplace attractions. These were all market highs.
• Visitors from all three international markets of origin were very high spenders. Their average daily spending ranged from a low of $83.41 for European visitors to $88.33 for Japanese visitors, and on to a high of $102.36 for visitors from other international origins. In comparison, North American visitors spent an average of approximately $68 per person per day.
• European and Japanese visitors gave similar ratings for Island prices and value for money, and the ratings were very similar to those given by US and Canadian visitors. Visitors from other international origins gave market high ratings for prices and value. European visitors gave market low ratings for the variety of things to see and do on the Island, and for intention to revisit.
• Almost all Japanese visitors were first-time visitors (99 per cent); 77 per cent of visitors from Europe and other international origins were first-time visitors.
• The age structure of Japanese visitors was very unique relative to other markets: almost one-half (49 per cent) were 18 to 34 years of age. This was more than double the ratio in this age category for any other market.
• International visitors were very well-educated relative to Canadian visitors. This was especially the case with Japanese party heads, where 74 per cent had university or higher levels of education.
• European visitors have very high household incomes. A market-leading 38 per cent had incomes of $125,000 or more. Japanese income levels did not reflect their high levels of education. They were very diverse, which may reflect their younger age.
The report is part of a series of supporting reports based on comprehensive data previously released in the report, “Overall Results of the 2007 Exit Survey.” The data is for the main tourism season of June 27 to September 30, 2007, and was collected as visitors departed PEI at the Confederation Bridge, Charlottetown Airport, and Wood Islands Ferry (seasonally). Data presented is for pleasure visitors who spent at least one night on PEI. For a list of all reports released by the TRC on Exit Survey results, please visit trc.upei.ca/exitsurvey. Three more reports based on main season results will be released over the next six weeks.
Further information about the report can be obtained from the Tourism Research Centre, School of Business, University of PEI, at (902) 566-6096 or trc@upei.ca.
-30-
Media contact: Anna MacDonald, Media Relations and Communications Officer, (902) 566-6786, amacdonald@upei.ca, www.upei.ca
“The Exit Survey was designed so results could be cross-analyzed to provide a depth of data for further analysis. With this in mind, we were able to isolate data collected from our international visitors,” explains Dr. Sean Hennessey, Faculty Director of the TRC. “Although this small market, approximately 4.9 per cent of total visitors, does share some characteristics, we decided to divide this segment into three categories: European visitors, Japanese visitors, and other international visitors.”
International visitors, those from outside Canada and the US, were quite different from various segments of North American visitors. Japanese visitors, somewhat of a niche market for PEI, were much younger than other visitors, with almost half of them being between the ages of 18 and 34. European visitors have the highest earnings with almost 38 per cent making more than $125,000 per year. Almost half of other international visitors are retired?the highest rate among all visitors by origin.
“International visitors are spenders, with European and Japanese visitors spending around $86 per person per night and other international visitors spending $102 per person per night,” states Dr. Hennessey. “This is significantly higher than the North American average of $66 per person per night. However, it is unfortunate that this market is so small and diverse from a marketing standpoint. Although the entire segment is comparable in size to the New England market, this market is spread around the globe, so targeting them will be much more difficult and expensive. A marketing strategy that is very successful in even one European country may completely fail to entice residents from another European country.”
Other highlights of this report include:
• Approximately 60 per cent of international visitors were from Europe, 10 per cent from Japan, and 30 per cent from other offshore countries.
• Almost all Japanese visitors were on pleasure trips (99 per cent); this figure dropped to 86 per cent for visitors from Europe and to 79 per cent for visitors from other international origins.
• Japanese and European visitors were travelling on trips of just over two weeks in length (16 nights). Other international visitors were on month-long trips (31 nights).
• PEI was the main destination for 77 per cent of the travellers from Japan, but they stayed only 4.2 nights (25 per cent) on the Island. This was less than European visitors (5.0 nights) and only slightly more than visitors from other international origins (4.0 nights).
• International visitors from all markets of origin stayed in hotels, motels, resorts, B&Bs, or inns much more often than Canadian or American visitors; they spent between 42 and 66 per cent of their total nights in this type of accommodation.
• European visitors spent a leading 36 per cent of their nights in Anne’s Land and the remainder were distributed throughout the Island in ratios fairly similar to US visitors. These visitors spent at least one night in almost all regions of the Island at above-average rates, with the exception of Summerside. However, their stays tended to be relatively short.
• Japanese visitors spent a far-above-average 71 per cent of their nights in Charlottetown and the remaining 28 per cent in Anne’s Land. They did not spend their nights on PEI in other regions. Visitors from other international origins also spent a far-above-average 44 per cent of their nights in Charlottetown; however, they spent a market low 8 per cent of their nights in Anne’s Land.
• As expected, Japanese visitors had very high participation rates for Anne of Green Gables- related attractions and activities: 85 per cent visited Anne attractions. In addition, 66 per cent attended live theatre and shopped for souvenirs, while 31 per cent visited Canada’s birthplace attractions. These were all market highs.
• Visitors from all three international markets of origin were very high spenders. Their average daily spending ranged from a low of $83.41 for European visitors to $88.33 for Japanese visitors, and on to a high of $102.36 for visitors from other international origins. In comparison, North American visitors spent an average of approximately $68 per person per day.
• European and Japanese visitors gave similar ratings for Island prices and value for money, and the ratings were very similar to those given by US and Canadian visitors. Visitors from other international origins gave market high ratings for prices and value. European visitors gave market low ratings for the variety of things to see and do on the Island, and for intention to revisit.
• Almost all Japanese visitors were first-time visitors (99 per cent); 77 per cent of visitors from Europe and other international origins were first-time visitors.
• The age structure of Japanese visitors was very unique relative to other markets: almost one-half (49 per cent) were 18 to 34 years of age. This was more than double the ratio in this age category for any other market.
• International visitors were very well-educated relative to Canadian visitors. This was especially the case with Japanese party heads, where 74 per cent had university or higher levels of education.
• European visitors have very high household incomes. A market-leading 38 per cent had incomes of $125,000 or more. Japanese income levels did not reflect their high levels of education. They were very diverse, which may reflect their younger age.
The report is part of a series of supporting reports based on comprehensive data previously released in the report, “Overall Results of the 2007 Exit Survey.” The data is for the main tourism season of June 27 to September 30, 2007, and was collected as visitors departed PEI at the Confederation Bridge, Charlottetown Airport, and Wood Islands Ferry (seasonally). Data presented is for pleasure visitors who spent at least one night on PEI. For a list of all reports released by the TRC on Exit Survey results, please visit trc.upei.ca/exitsurvey. Three more reports based on main season results will be released over the next six weeks.
Further information about the report can be obtained from the Tourism Research Centre, School of Business, University of PEI, at (902) 566-6096 or trc@upei.ca.
-30-
Media contact: Anna MacDonald, Media Relations and Communications Officer, (902) 566-6786, amacdonald@upei.ca, www.upei.ca
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