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.
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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.
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VISITORS BY ORIGIN
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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
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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
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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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
Source: VES Table T12
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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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
Source: VES Table C1
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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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
Source: VES Table D10
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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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
Source: VES Table D1
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Atlantic Canadian visitors spend much less time in Nova Scotia when compared with the average Nova Scotia
visitor.
VISITOR
EXPENDITURES
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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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
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
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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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
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
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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
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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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
‘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.
Source: VES Table D25
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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
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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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
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Source: VES Table D8
* 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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
- 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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
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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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
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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
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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
3 to 4 months before you traveled
1 to 2 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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
- 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
5 to 6 months before you traveled
3 to 4 months before you traveled
1 to 2 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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
- 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
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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
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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
Atlantic Canadian Visitor Canadian Visitor Overall Nova Scotia Visitor
- 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
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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%
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* % 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.