Tourism Research Centre profiles visitors by entry and exit points
The Tourism Research Centre (TRC) in the School of Business at UPEI has released a new report profiling visitors to PEI by entry and exit points. This report is based on the results of an exit survey conducted from July 1, 2007, to June 30, 2008.
The report examines the profile of visitors according to how they arrived in and departed PEI. In all, five groups were examined: those who arrived and departed solely by air, bridge or ferry, and those who used a combination of bridge and ferry or a combination of air and bridge or ferry.
The Confederation Bridge was the most popular means of entering and departing PEI. Seventy (70) per cent of visitors to PEI both arrived and departed using the Confederation Bridge. The majority of these visitors were from New Brunswick (40 per cent) and Nova Scotia (32 per cent), which may also help to explain the high rate of repeat visitation by this travel group (84 per cent had previously been to PEI) and the high frequency of repeat visitation (an average of five trips in five years). By providing year-round ground accessibility to PEI, the bridge is critical to PEI's tourism industry.
'The bridge will play a crucial role in developing our most proximate markets since most bridge travellers came from New Brunswick and Nova Scotia,' noted Dr. Paul Lewis, Research Director at the TRC. 'It will also play a vital role in developing PEI's significant elderly adult couples market because 49 per cent of bridge traveller parties were adult couples and about 64 per cent of all bridge users were over 35 years of age.'
A combination of bridge and ferry was how 16 per cent of travel parties entered and exited PEI. This combination was quite popular in the shoulder seasons with 25 per cent using this combination in the fall and 19 per cent in the spring. The majority of these visitors had been to PEI in the current or previous year.
There are several pieces of evidence that suggest PEI is part of a larger Maritime itinerary for those using a combination of bridge and ferry to travel to and from PEI. The most apparent reason is that visitors are entering PEI from one neighbouring province and departing to another, allowing them to visit three provinces on one trip. In addition, PEI was not considered the primary destination of the trip for 38 per cent of these travellers, and stays in PEI account for only three nights of an average eight-night trip.
About eight per cent of travel parties arrived and departed by air. This group primarily consisted of visitors returning to PEI to visit family and friends. They come to PEI frequently, with 71 per cent having been to PEI earlier in the year in which the survey was conducted.
Most travel parties entering and exiting by air were from Ontario, were over the age of 35, were female, and stayed an average of 5.5 nights. This relatively small group of travellers accounted for the second highest average spending per party per visit ($942.42). This is likely due, in part, to their longer stays. Given weather conditions in the winter season, air travel will be important for the winter tourism market.
The ferry was the mode of arrival and departure for six percent of travel parties. With 91 per cent of these travel parties hailing from Nova Scotia, it seems that the ferry is a convenient way for older Nova Scotian couples and families to take frequent short trips to PEI. This group had the highest degree of repeat visitation (85 per cent), and almost all considered PEI to be their primary destination. With an average length of stay of three nights, it appears that the ferry caters to a predominantly short-haul market seeking relatively brief holidays. Despite their short stays, these visitors had the highest levels of spending on accommodations, restaurants, local transportation, recreation and entertainment.
A combination of air and ground transportation was not common for visitors to PEI. Less than one per cent of travel parties used this combination. Those that did were primarily from Ontario (33 per cent) and international origins outside the US (26 per cent). This group had the lowest rate of repeat visitation to PEI but stayed the longest (an average of 6.9 nights). Perhaps a reflection of their longer stays, these visitors had the highest average spending per party per visit ($1,153.49). Given the unique combination of arrival and departure transportation, PEI is likely to be part of a larger travel itinerary for this group.
This report is available on the exit survey section of the TRC's website: www.trc.upei.ca/exitsurvey. More information about the report can be obtained from the TRC at (902) 566-6096 or trc@upei.ca.
