UPEI's Tourism Research Centre Releases study on Visitors by Origin
The Tourism Research Centre (TRC) at UPEI's School of Business today announced the release of a report based on Visitor Exit Survey results from July 2007 to June 2008. In this report, the TRC compared visitors to PEI based on their home province, state, or country. 'This report examines, by visitor origin, their activities, where they stay and for how long, and if they have been here before,' explains Dr. Monica MacDonald, a Research Director of the TRC.
In particular, the report stresses the differences between visitors from the Maritimes and all other visitors. For example, those from the Maritimes spend almost the total length of their holiday in PEI, but stay the fewest nights overall.
Visitors from Nova Scotia (35.5 per cent) and New Brunswick (28.1 per cent) make up the bulk of travel parties during the full year,' says Dr. MacDonald, 'and the vast majority of them are repeat visitors to the province.' Ontario residents made up 12.6 per cent of travel parties, and Quebec 9.2 per cent.
The most common type of travel party for the full year was made up of two adults. Families were generally the second most common type of travel party for the various markets.
Most of the Maritimers had visited PEI previously (95.4 per cent from New Brunswick and 93.6 per cent from Nova Scotia), and most international visitors had not (82.1 per cent were on their first visit).
Of all repeat visitors, our neighbours from Nova Scotia (74 per cent) and New Brunswick (72 per cent) were the most likely to have visited PEI in the past year.
As a percentage of time spent in PEI relative to the entire trip, Maritime visitors spent the longest portion of their overall holiday in PEI, with only 0.2 or 0.3 nights of their short stays being spent elsewhere. Visitors from Ontario spent the most nights in PEI overall (6.1), followed by US visitors (5.9 nights).
International visitors spent only 31 per cent of their longer holidays in PEI (4.4 of 14.2 nights) - the lowest of all groups.
There are some evident preferences in accommodation type for certain visitors. In total, almost 70 per cent of international visitors stayed at either a hotel/motel/resort (35 per cent) or inn/B&B/tourist home (34 per cent). Visitors from Quebec were easily the most likely to stay at a campground/trailer park (37 per cent). Maritimers were the most likely to stay with friends/relatives (26 per cent of those from New Brunswick, 29 per cent, Nova Scotia), followed closely by Ontario (24 per cent).
Overall, Charlottetown was the most common region visited overnight, with a range of 37 per cent (New Brunswick) of travel parties to 64 per cent (international) spending at least one night. The only exception was visitors from Quebec, who were more likely to visit Anne's Land (46 per cent).
In terms of activities, the further the visitor travels to get to PEI, the more likely they are to go sightseeing or take a driving tour. Quebec visitors, along with US visitors, seem to be more interested in the outdoors (visiting national/provincial parks). US and international visitors are slightly more likely to visit historical and cultural attractions, Ontario visitors are the most likely to enjoy a lobster dinner (41 per cent) and US visitors are more likely to attend live theatre/plays. International (50 per cent) and US visitors (37 per cent) are the most likely to visit Anne attractions, while visitors from New Brunswick (8 per cent) and Nova Scotia (11 per cent) are easily the least likely to visit them.
On a per person per night basis, international visitors have the highest spending while in PEI ($83.27), followed by Quebec visitors ($78.68), New Brunswickers ($72.45) and Nova Scotians ($71.64). The lowest spenders are US visitors ($70.06) and Ontario visitors ($69.42). However, due to their lengthy and active stays, visitors from Ontario spend the most per visit ($1,277.00). Maritimers spend the least per visit ($678.81) due to the shorter lengths of their stays.
Surveys were distributed to visitors at the Confederation Bridge, Charlottetown Airport and Wood Islands Ferry (seasonally) with intentions of measuring spending, overnight destinations, holiday activities, age, travel party size and point of entry/exit, among others. The Exit Survey was designed so results could be cross-analyzed to provide a depth of data for further analysis.
The report is part of a series of reports based on data collected from the Exit Survey. Results reported are 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. Reports will continue to be released over the next nine months.
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.
