2015 Canadian Visitor Report


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Maine Office of Tourism Visitor Tracking Research 2015 Calendar Year Annual Report

Canadian Visitors Prepared by

May 2016 1 1

2015 Annual Report Canadian Visitors

Table of Contents

Research Objectives and Methodology

4

Canadian Overnight Visitors: Traveler Description Trip Experience

6 11

Canadian Day Visitors: Traveler Description

26

Trip Experience

31

2

Introduction and Methodology

3

Research Objectives and Methodology

2015 Annual Report Canadian Visitors



The Maine Office of Tourism has commissioned DPA to conduct a visitor research program designed to provide information on tourism activity in Maine and explore the motivations of visitors. The Maine Office of Tourism Visitor Research Program is conducted online, with survey participants recruited from two national online panels – Research Now and Instantly (formerly Usamp).



Information is gathered on an ongoing basis through three surveys: –

Maine Overnight Visitor Survey • Includes travelers living in New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada • Have taken an overnight trip to Maine in the past four weeks



Maine Day Visitor Survey • Includes travelers living within Maine or within a 100-mile radius of Maine’s borders • Have taken a day trip in Maine that is at least 50 miles from home within the past four weeks



National Omnibus Survey • Includes a nationally balanced sample of US residents • To determine the incidence of travel nationwide and Maine’s share of that travel

4

Research Objectives and Methodology •

Survey results were collected during calendar year 2015 for travel to Maine occurring from December 2014 through November 2015. The number of respondents participating in each survey is: – – –



Maine Overnight Visitor Survey – 2,779 Maine Day Visitor – 1,755 National Omnibus Survey – 17,812

This report highlights data on Canadian visitors to Maine, also comparing them to U.S. visitors where appropriate. Reported results are based on: – –



2015 Annual Report Canadian Visitors

350 Canadian overnight visitors, and 193 Canadian day visitors.

Statistically significant differences between 2014 and 2015 are highlighted throughout this report. A statistically significant increase from the previous year is indicated by green text, and a significant decrease from the previous year is indicated by red text.

5

Canadian Overnight Visitors: Traveler Description

6

2015 Annual Report Canadian Visitors

Overnight Visitor Demographics •

Canadian overnight visitors are 44 years old, on average. Average household income among these visitors is just over $100,000, and three in four have a college degree. Two-thirds are employed full-time.

Overnight Canadian Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,000 $100,000 + Mean Income (Thousands) Female College Degree or Higher Married Employed Full Time

2014 (n=465)

2015 (n=350)

29% 27% 24% 21% 43.5

29% 24% 22% 25% 43.8

19% 42% 39% $99,740 55% 75% 62% 63%

17% 42% 41% $101,360 52% 72% 59% 65%

Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

7

2015 Annual Report Canadian Visitors

Two in five Canadian overnight visitors are from Ontario, contributing a larger share than any other province.

Province of Residence 46% Ontario 44%

23% Quebec 23%

2014 (n=465) 2015 (n=350) 22% New Brunswick 25%

8% Nova Scotia 7%

State/ Province of Residence Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

8

One-fourth of Canadian overnight visitors are in Maine for the first time, similar to the proportion of first-time visitors in 2014.

2015 Annual Report Canadian Visitors

Repeat vs. First Time Visitors

71%

74%

Repeat Visitor

First Time Visitor 29%

26%

2014 (n=465)

2015 (n=350)

Q11. Was this your first visit in Maine? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

9

One-third of Canadian overnight visitors traveled to Maine with children.

2015 Annual Report Canadian Visitors

Travel Party Composition 2.7

2.9 Percent Traveling with Children Average Number of People in Travel Party

31%

31%

2014 (n=465)

2015 (n=350)

Q18. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? Q19. How many of these people were: Children? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

10

Canadian Overnight Visitors: Trip Experience

11

2015 Annual Report Canadian Visitors

The vast majority of Canadian overnight visitors stay in paid accommodations while visiting Maine. •

The proportion of Canadian visitors staying in paid accommodations is significantly greater than the proportion of U.S. visitors (81% versus 70% of U.S. visitors).

Paid Accommodations

Unpaid Accommodations 18%

82%

Unpaid Accommodations (NET)

Paid Accommodations (NET)

19%

81%

70% Hotel/motel/resort

68%

5% Inn/bed & breakfast

7%

Cabin/cottage/condo/rented vacation home

11%

At the home/cabin/cottage/condo of a friend/associate

2014 (n=465)

At your second home/cabin/cottage/condo

2015 (n=350)

5%

13%

3% 1%

2% At a free campground

3%

1%

Q21. In which of the following types of accommodations did you spend the most nights on this trip in Maine? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

12

2015 Annual Report Canadian Visitors

The Maine Highlands and the Maine Beaches are the regions visited by the largest proportion of Canadian overnight visitors. •

The Maine Lakes and Mountains region saw a decrease in Canadian visitation in 2015.

Primary Region of Visit 22%

The Maine Highlands

23% 24%

Maine Beaches

22% 12%

Downeast & Acadia

16% 10% 10%

Greater Portand & Casco Bay

2015 (n=350)

7%

Mid-Coast

9% 15%

Maine Lakes and Mountains

9% 5% 5%

Aroostook County

Kennebec & Moose River Valley

2014 (n=465)

4% 3%

Q22. What region in Maine was your primary destination? (Please check all that apply). Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

13

The most widely cited primary trip purpose for Canadian VFR travelers was a general visit to see friends or relatives.

2015 Annual Report Canadian Visitors

Primary Purpose of Overnight VFR Trips

35%

General visit to see friends or relatives

51% 27%

Holiday visit

22% 8%

Family reunion

9% 28%

Wedding

8%

2014 VFR (n=121) 2015 VFR (n=84)

Funeral

Class reunion

Other

1%

6% 0% <1% 1% 4%

Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

14

Canadian business travelers are most likely to be in Maine for a general meeting.

2015 Annual Report Canadian Visitors

Primary Purpose of Overnight Business Trips 39%

Meeting

37%

26%

Convention, Conference, or Trade Show

29%

10%

Training or Professional Development

19%

2014 Business (n=88) 2015 Business (n=74)

13%

Sales or Service

11%

11%

Other 4%

Q8. What was the primary purpose of your most recent business trip in Maine? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size.

15

2015 Annual Report Canadian Visitors

Shopping is the most frequently selected travel interest among Canadian overnight visitors. •

Shopping ranks higher as an interest area among Canadian overnight visitors than among U.S. visitors (63% versus 50%). Most Important Interest Areas

Interest Areas

2014

2015

37%

41%

25%

24%

57%

53%

12%

27%

26%

26%

27%

28% 23%

48%

46%

34%

34%

100%

81%

2014 (n=465)

2015 (n=350) 68% 63%

Shopping Food, beverage, or culinary

51% 49% 49%

Touring or sightseeing

30% 29%

History or culture 20%

Active outdoor activities (not water) Family fun or children's activities

21% 22%

Water activities

Other

2% 3%

58%

Q29. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q30. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

16

When analyzing both interest and importance in deciding to visit, touring/sightseeing and shopping rank highest among Canadian visitors.

2015 Annual Report Canadian Visitors

Interest Areas Importance Index 2014 (n=465)

2015 (n=350) 28%

Touring or sightseeing

26% 25% 26%

Shopping 15%

Food, beverage, or culinary

12% 13%

Family fun or children's activities History or culture

11% 4% 8% 7% 7%

Water activities

5%

Active outdoor activities (not water) Other

7% 2% 2%

Importance Index = percentage selecting category as interest area X percentage ranking same interest area as #1 most important

Q29. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q30. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

17

2015 Annual Report Canadian Visitors

General sightseeing is the most common touring or sightseeing activity among Canadian overnight visitors.

Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for this Maine trip 71% 69%

Sightseeing 61%

Driving for pleasure

56% 50% 53%

Enjoying the ocean views or rocky coast 44%

Enjoying the mountain views

38%

19% 19%

Taking tours of communities or local architecture

32%

Viewing fall colors

Nature cruises or tours

2015 (n=172)

19% 22%

Wildlife viewing or bird watching

2014 (n=230)

18% 15% 10%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

18

2015 Annual Report Canadian Visitors

For Canadian overnight visitors, the top food/beverage/culinary activity is eating lobster or other local seafood.

Participated in Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for this Maine trip 45% 43%

Ate lobster or other local seafood Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)

39% 36% 33% 35%

Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie)

37% 32%

Going to local brew pubs or craft breweries 25% 25%

Visited Farmer's Markets

2015 (n=179)

21% 22%

Enjoying local food at fairs or festivals

19% 19%

Enjoyed high-end cuisine or five-star dining

13% 14%

Ate farm to table or organic cuisine Other

2014 (n=269)

5% 3%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

19

Two-thirds of Canadian overnight visitors interested in water activities spent time at the beach while in Maine.

2015 Annual Report Canadian Visitors

Water Activities Base: Those who report water activities as an interest area for this Maine trip 66% 64%

Going to the beach 26%

Pool swimming (indoor or outdoor)

40% 44%

Outdoor swimming (lake, ocean, river)

37%

Canoeing or kayaking

17% 17%

Fishing (ocean, lake, stream, river, ice)

17% 16% 11% 12%

Water skiing or jet skiing Surfing Motor boating Sailing White water rafting Other

2014 (n=100) 2015 (n=75)

5% 11% 4% 9% 16% 7% 6% 7%

3% 1%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

20

2015 Annual Report Canadian Visitors

Canadian overnight visitors with outdoor activity interests are most likely to go hiking/climbing/backpacking or explore State/National Parks. •

Nordic skiing and snowmobiling are both less popular outdoor activities among Canadian overnight visitors in 2015 as compared to 2014.

Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for this Maine trip Hiking, climbing, or backpacking

35%

Exploring State and National Parks

35% 35%

45%

20% 23%

Bicycling or mountain biking

20%

Camping

14% 16%

Riding all-terrain vehicles Hunting (game or bird)

8%

3% 4%

Snowshoeing Snowmobiling Other

2015 (n=91)

10%

Alpine skiing or snowboarding Nordic skiing

2014 (n=94)

4% 17% 3% 4% 3% 6% 1% 7% 4%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. **Please note small sample size.

21

Three in five Canadian visitors who are interested in history or culture activities visited historic sites or museums while in Maine.

2015 Annual Report Canadian Visitors

History or Culture Activities Base: Those who report history or culture as an interest area for this Maine trip 62% 59%

Visiting historic sites or museums 44%

Visiting art museums or local artisan exhibits

37% 39%

Getting to know the local people and/or culture

33% 14% 18%

Participating in nightlife or other evening entertainment

18%

Painting, drawing, or sketching

8%

Attending popular music concerts or events

14%

6% 4% 8% 6%

Attending sports events Other

2015 (n=102)

12% 13%

Attending plays, musicals, or theatrical events Attending operas or classical music events

2014 (n=138)

8%

2%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

22

2015 Annual Report

Canadian overnight visitors who are interested in shopping are most Canadian Visitors likely to do some general shopping at malls or downtown or outlet shopping. •

Among those interested in shopping, a higher proportion of Canadian overnight visitors did some general shopping at malls or downtown than U.S. visitors (57% versus 38%).

Shopping Activities Base: Those who report shopping as an interest area for this Maine trip 63%

General shopping at malls, downtown

57% 54%

Outlet shopping

54% 37%

Shopping for gifts or souvenirs

35%

Shopping for unique, locally produced goods

2014 (n=314)

22%

2015 (n=221)

13%

Shopping for products with the 'Made in Maine' identifier

17% 18%

Shopping for antiques, local arts and crafts

Other

22%

13% 1% 1%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

23

2015 Annual Report

Amusement/theme parks and outdoor fun centers are the most popular Canadian Visitors family fun/children’s activities among Canadian overnight visitors to Maine. •

The proportion of Canadian overnight visitors spending time at amusement/theme parks has increased from 2014 to 2015, while the proportion riding horseback has decreased.

Family Fun/Children’s Activities Base: Those who report family fun/children’s activities as an interest area for this Maine trip 16%

Amusement or theme parks

37% 22%

Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)

32% 27% 31%

Water parks 21%

Animal parks or zoos

29% 26% 24%

Children's museums 14% 12%

Agricultural fairs Summer camps Spectator sports Horseback riding Other

2014 (n=129) 2015 (n=80)

2% 7% 7% 7% 21%

6% 5% 9%

Q31. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

24

Three-fourths of Canadian overnight visitors plan to travel to Maine again in the next two years.

2015 Annual Report Canadian Visitors

Future Travel Likelihood 74%

74% I already have specific plans to travel in Maine

20%

23%

Definitely will travel to Maine Probably will travel to Maine Might/Might not travel to Maine

54%

51% Probably will not travel to Maine Definitely will not travel to Maine

22%

18%

3% <1% 1% 2014 (n=465)

7%

Top 2 Box 1%

1% 2015 (n=350)

Q38. How likely will you be to travel in Maine/take a day trip in Maine in the next two years? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

25

Canadian Day Visitors: Traveler Description

26

2015 Annual Report Canadian Visitors

Day Visitor Demographics • •

Canadian day visitors average about 43 years old, with average annual household incomes around $90,000. Nearly three-quarters have a college degree, and two-thirds are employed full-time. Canadian day visitors in 2015 appear slightly younger, on average, than day visitors in 2014. The proportion who are married has also declined.

Canadian Day Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,000 $100,000 + Mean Income (Thousands) Female College Degree or Higher Married Employed Full Time

2014 (n=167)

2015 (n=193)

20% 23% 30% 27% 46.8

29% 24% 27% 21% 43.2

18% 42% 40% $98,220 43% 65% 65% 61%

21% 45% 34% $90,020 53% 72% 50% 66%

Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

27

2015 Annual Report Canadian Visitors

New Brunswick continues to supply the highest proportion of Canadian day visitors to Maine, followed closely by Quebec. •

2015 showed a slight shift in Canadian day visitor origin as compared to 2014, with a greater proportion of day visitors arriving from Quebec.

Province of Residence

59% New Brunswick 50%

36%

2014 (n=167)

Quebec 47%

2015 (n=193)

5% Nova Scotia 3%

Q2. In what State or Province do you reside? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

28

Nearly one-fifth of Canadian day visitors are visiting Maine for the first time. •

2015 Annual Report Canadian Visitors

U.S. day visitors are much less likely to be visiting Maine for the first time (4%).

Repeat vs. First Time Visitors

Repeat Visitor 89%

11% 2014 (n=167)

83%

First-Time Visitor

17% 2015 (n=193)

Q10. Was this your first trip to Maine? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

29

Similar to overnight visitors, Canadian day visitors travel in parties of three people, and one-third travel with children.

2015 Annual Report Canadian Visitors

Travel Party Composition 2.7

2.9 Percent Traveling with children

33%

2014 (n=167)

31%

Average Number of People in Travel Party

2015 (n=193)

Q14. Including yourself and any children, how many people were in your immediate travel party on this trip? Q15. How many of these people were: Children Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

30

Canadian Day Visitors: Trip Experience

31

The Maine Beaches and The Maine Highlands regions draw the largest proportions of Canadian day visitors. • •

2015 Annual Report Canadian Visitors

Downeast & Acadia and Aroostook County attract the next highest proportions of Canadian day visitors. Canadian day visitors are more likely than U.S. day visitors to spend time in the Downeast/Acadia region, The Maine Highlands, and Aroostook County.

Primary Region of Visit 18%

The Maine Highlands

23% 23% 23%

Maine Beaches 20%

Downeast & Acadia

18% 17% 16%

Aroostook County 8%

Greater Portand & Casco Bay

6% 5% 5%

Mid-Coast

2015 (n=193)

4% 5%

Kennebec & Moose River Valley

Maine Lakes and Mountains

2014 (n=167)

4% 3%

Q20. What region in Maine was your primary destination? (Please check all that apply). Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

32

2015 Annual Report Canadian Visitors

The most widely cited primary trip purpose for Canadian VFR day visitors is a general visit to see friends or relatives.

Primary Purpose of Day VFR Trips

85%

General visit to see friends or relatives

49% 9%

Holiday visit

Family reunion

18% 0% 15%

2014 VFR (n=36*) 2015 VFR (n=46*)

Wedding

Funeral

Other

0% 9% 0% 5% 6% 3%

Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? *Please note extremely small sample size. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

33

Canadian day visitors traveling for business are most likely to be in Maine for a general meeting.

2015 Annual Report Canadian Visitors

Primary Purpose of Business Day Trips 37%

Meeting

43%

Training or Professional Development

4% 25%

22%

Convention, Conference, or Trade Show 18%

2014 Business (n=26*) 2015 Business (n=24*)

19%

Sales or Service 8%

18%

Other 6%

Q8. What was the primary purpose of your most recent business trip in Maine? *Please note extremely small sample size. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

34

2015 Annual Report Canadian Visitors

Shopping is the most frequently selected travel interest among Canadian day visitors. •

Similar to overnight visitors, Canadian day visitors are much more likely than their U.S. counterparts to list shopping as an interest area (71% versus 54%).

Most Important Interest Areas

Interest Areas 2014 (n=167)

2015 (n=193)

Shopping

71% 54% 53%

Food, beverage, or culinary 35% 33%

Touring or sightseeing 15%

Active outdoor activities (not water)

18%

Water activities

24% 24%

78%

2014

2015

66%

63%

14%

19%

45%

28%

28%

37%

50%

43%

History or culture

15% 21%

12%

20%

Family fun or children's activities

18% 20%

39%

41%

59%

94%

Other

4% 5%

Q17. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q18. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

35

Shopping overwhelmingly ranks highest among Canadian day visitors when analyzing both interest and importance in deciding to visit.

2015 Annual Report Canadian Visitors

Interest Areas Importance Index 2014 (n=167)

2015 (n=193) 52%

Shopping

44%

Water activities

9% 11%

Food, beverage, or culinary

8% 10% 16%

Touring or sightseeing Active outdoor activities (not water)

9% 4% 9% 7% 8%

Family fun or children's activities Other

2% 4%

History or culture

2% 4%

Importance Index = percentage selecting category as interest area X percentage ranking same interest area as #1 most important

Q17. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q18. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

36

Sightseeing and driving for pleasure are the most common touring/ sightseeing activities among Canadian day visitors who are interested in these types of activities.

2015 Annual Report Canadian Visitors

Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for this Maine trip 76%

Sightseeing

68% 69%

Driving for pleasure

59% 49% 49%

Enjoying the mountain views

47% 46%

Enjoying the ocean views or rocky coast

26%

2015 (n=64*)

17%

Taking tours of communities or local architecture

22% 17%

Wildlife viewing or bird watching

21% 7%

Nature cruises or tours Other

2014 (n=58*)

20%

Viewing fall colors

12%

4% 1%

Q19. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size.

37

2015 Annual Report Canadian Visitors

The top food/beverage/culinary activity among Canadian day visitors is eating lobster or other local seafood.

Participated in Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for this Maine trip 37%

Ate lobster or other local seafood

44%

Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)

44% 36% 31% 34%

Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie)

28% 33%

Going to local brew pubs or craft breweries

27% 30%

Visited Farmer's Markets

18% 14%

Enjoyed high-end cuisine or five-star dining

Other

2015 (n=101)

21% 22%

Enjoying local food at fairs or festivals

Ate farm to table or organic cuisine

2014 (n=90)

11% 9%

7% 6%

Q19. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

38

Two-thirds of Canadian day visitors who are interested in water activities spent time at the beach while in Maine.

2015 Annual Report Canadian Visitors

Water Activities Base: Those who report water activities as an interest area for this Maine trip 75%

Going to the beach

68% 58%

Outdoor swimming (lake, ocean, river)

47%

33%

Pool swimming (indoor or outdoor)

42% 15% 15%

Canoeing or kayaking

12% 14%

Fishing (ocean, lake, stream, river, ice)

11% 13%

Surfing Motor boating White water rafting

Water skiing or jet skiing Sailing Other

2014 (n=30*) 2015 (n=47*)

1% 11% 0% 7% 6% 5% 11% 2% 9% 1%

Q19. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note extremely small sample size.

39

Hiking/climbing/backpacking is the most common activity among Canadian day visitors who are interested in outdoor activities.

2015 Annual Report Canadian Visitors

Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for this Maine trip 43%

Hiking, climbing, or backpacking

50% 27%

Exploring State and National Parks

44% 17%

Bicycling or mountain biking

Riding all-terrain vehicles

31% 2% 12%

Alpine skiing or snowboarding

0%

Nordic skiing

0%

Camping

6%

28%

2015 (n=47*)

3%

Snowmobiling

1% 3%

Snowshoeing

3% 3%

Hunting (game or bird)

1% 2%

Other

2014 (n=25*)

3%

22% 3%

Q19. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note extremely small sample size.

40

Half of Canadian day visitors who are interested in history or culture enjoyed visiting historic sites or museums while in Maine.

2015 Annual Report Canadian Visitors

History or Culture Activities Base: Those who report history or culture as an interest area for this Maine trip 54% 54%

Visiting historic sites or museums

71%

Getting to know the local people and/or culture

43% 36% 39%

Visiting art museums or local artisan exhibits 9%

Attending plays, musicals, or theatrical events

14% 30%

Participating in nightlife or other evening entertainment Attending popular music concerts or events

13%

Attending operas or classical music events

2015 (n=40*)

3%

12% 11% 11%

Attending sports events Painting, drawing, or sketching

2014 (n=25*)

11% 5%

2% 2%

Q19. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note extremely small sample size.

41

Canadian day visitors who are interested in shopping are most likely to do some general shopping at malls/downtown or shop at the outlets.

2015 Annual Report Canadian Visitors

Shopping Activities Base: Those who report shopping as an interest area for this Maine trip 69%

General shopping at malls, downtown

65% 51%

Outlet shopping

60% 23%

Shopping for gifts or souvenirs

23% 20%

Shopping for unique, locally produced goods

15%

2015 (n=136)

14%

Shopping for products with the 'Made in Maine' identifier

13% 18%

Shopping for antiques, local arts and crafts

Other

2014 (n=131)

11% 2% 2%

Q19. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

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Visiting amusement/theme parks is the most popular family fun/children’s activity among Canadian day visitors to Maine.

2015 Annual Report Canadian Visitors

Family Fun/Children’s Activities Base: Those who report family fun/children’s activities as an interest area for this Maine trip 13%

Amusement or theme parks

46% 47%

Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)

39% 33%

Water parks

21% 22% 18%

Animal parks or zoos 10%

Horseback riding

18% 5%

Children's museums

2014 (n=30*) 15%

Spectator sports Summer camps Agricultural fairs Other

2015 (n=39*)

10% 10% 8% 4% 9% 2% 6%

9%

Q19. In which of the following activities did you participate during this trip? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note extremely small sample size.

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Canadian day visitors report a strong intent to travel to Maine again in the next two years. •

2015 Annual Report Canadian Visitors

Three-fourths of Canadian visitors indicate they either already have plans to return or definitely will travel to Maine again in the next two years.

Future Likelihood to Travel to Maine

I already have specific plans to travel in Maine

81% 75% 32%

24%

Definitely will travel to Maine Probably will travel to Maine Might/Might not travel to Maine

51%

Probably will not travel to Maine

50% Definitely will not travel to Maine

14% <1% 3% 1% 2014 (n=167)

21%

Top 2 Box

<1% 3% 0% 2015 (n=193)

Q30. How likely will you be to travel in Maine/take a day trip in Maine in the next two years? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

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