to grow the tourism industry and showcase Ontario provincially, nationally and internationally as a four-season, must-see travel destination. OTMPC contributes to increasing tourism’s economic impact by creating new and dynamic marketing initiatives and by enhancing the marketing resources available to all Ontario tourism operators. ! Thirteen Regional Tourism Organizations (RTOs) are responsible for working with tourism partners to enhance and grow tourism products and marketing initiatives for their respective regions. ! In order to support marketing strategy development and maximize marketing effectiveness at both macro and micro level, marketing research was commissioned by OTMPC and RTOs in partnership. ! The research was conducted across Ontario, the main Quebec and Manitoba markets, as well as U.S. near and mid-markets. The research was conducted from mid-April through early June, 2012. ! The survey methodology was primarily a mail survey, but also included online, providing a good cross-section of the travelling population. A detailed description of the methodology is appended. Study Overview
over was captured in the survey. This yielded 50,322 travellers, defined as individuals who took any out-of-town trips of one or more nights away from home for pleasure in the last 12 months. ! Due to the comprehensive nature of the research, the survey was split into two phases -- a main survey, which gathered general travel attitudes as well as trip- specific data, and a return-to-sample (RTS) survey which gathered perceptions of each Ontario region and the province as a whole. ! This report provides a descriptive overview of the Region’s current standing in specific source markets. Response to the following areas of enquiry are used to describe the current situation: – The status of the region on the purchase cycle (Section A); – Evaluation of recent trip(s) to the region (Section B); – Perceptions of the region (Section C); – Visitor profiles (Section D); – Trip activities in the region (Section E). Study Overview
segmentation report for Niagara Falls and Wine Country will follow this descriptive summary. The segmentation will have an analytical and insights focus. It will provide direction on consumer targeting, product development and fine-tuning brand positioning, messaging and overall marketing strategy. Study Overview
enjoys a strongly developed position across all markets relative to other provincial tourism regions. Not surprisingly, this strength is most notable among Ontarians. The Region’s visitation levels are exceptionally high when compared with other tourism regions, which is not unexpected given Niagara Falls’ iconic status. ! The majority of tourism traffic comes from within the province, particularly from the GTA, and given future intention levels, this is expected to continue to be the case moving forward. The GTA’s proximity to the Niagara Region enhances its purchase cycle; more than three-quarters of travellers within the GTA are past visitors who would consider returning, and just under 6-in-10 are recent Niagara visitors who would consider a return trip. ! Domestically, Quebec appears to be the market with the least future potential. Thirty percent of its travellers have little familiarity or interest in visiting the Region. While this is the lowest interest level reported from the Canadian markets, Quebec still holds considerable source market potential: over half of Quebec travellers have previously visited the Niagara Region, and nearly all of them would consider returning.
interested non-visitors (29%) is higher than that recorded in the other source markets, while the proportion who are unfamiliar and disinterested is lower, suggesting that Manitoba is a good prospect market for attracting new visitors. Developing a compelling offer to motivate these interested travellers to choose Niagara over competitive destinations will be key. While distance is certainly an issue for Manitoba travellers, the appeal of a familiar, yet world-class destination could be leveraged to entice them to make Niagara their destination of choice. The diversity of the offer is key here, since a trip to Niagara is, by definition, long-haul for Manitoba residents. The Falls may be core to the draw, but it must be surrounded by a broader set of experiences. ! It goes without saying, though, that because of Manitoba’s relatively small population, volume potential in absolute terms will be low, even if the distance/conversion issue could be overcome. Manitoba might not, therefore, be considered a priority market for Niagara at the present time. Section A Overview
and Wine Country, New York State residents have the strongest relationship with Niagara, at least among travellers in the US. They exhibit reasonably high levels of interest, but, importantly, are most likely to have acted on this interest in the recent past. ! These elevated conversion levels (relative to other States) are undoubtedly driven by visitors from the immediate cross-border area in Western New York. While there is opportunity for further growth here, particularly in terms of enticing past visitors to return more frequently, opportunities to accelerate growth lie elsewhere. ! The immediate challenge and opportunity in the U.S. is to better penetrate those markets lying just beyond the cross-border area in the remainder of New York State, Ohio, Pennsylvania and Michigan. This will involve overcoming basic lack of awareness and appreciation of the full offer, particularly attractions beyond the Falls themselves. Section A Overview
traveller expectations, as attrition among past travellers is negligible. Even among more distant US travellers, the vast majority of past Niagara visitors exhibit interest in returning. Given that the pool of non-visitors with interest is small across the U.S, two marketing objectives seem relevant - stimulating more widespread knowledge and appreciation in key markets to establish a broader base for future growth, and enticing past visitors to return through communication of the fuller offer and “new” experiences. Section A Overview
recent visitors who are likely to return is extremely high among Ontario travellers, particularly those from the GTA. Past visitation is very high among Ontarians from outside the GTA as well as among Quebec and Manitoba travellers. The proportion of uninterested non-visitors is relatively very small in Quebec and Manitoba, suggesting that the Niagara Region has a much stronger pull than other tourism regions in the province. TOTAL ONTARIO TRAVELLERS % QUEBEC TRAVELLERS % MANITOBA TRAVELLERS % GTA TRAVELLERS % OTHER ONTARIO TRAVELLERS (NON GTA) % RTO 2 RTO Average RTO 2 RTO Average RTO 2 RTO Average RTO 2 RTO Average RTO 2 RTO Average Q8C: Now we would like to know how interested you would be in taking an overnight pleasure trip to each of Ontario's regions within the next two years. For each region listed, please select the statement that best describes your current level of interest. Q9B: When was the last time you took an overnight pleasure trip to each of the following regions of Ontario? 10 Percent of…
would be in taking an overnight pleasure trip to each of Ontario's regions within the next two years. For each region listed, please select the statement that best describes your current level of interest. Q9B: When was the last time you took an overnight pleasure trip to each of the following regions of Ontario? Awareness, Interest & Visitation (US Markets) ! While there is a large proportion of unfamiliar or uninterested travellers in the US, compared to Ontario source markets, Niagara still has a strong attraction, particularly for nearby US residents. US NEARBY TRAVELLERS % OTHER US TRAVELLERS % RTO 2 RTO Average RTO 2 RTO Average 11 Percent of…
slide shows the importance of the domestic market as a source of overnight visitors to Niagara Falls and Wine Country. Travellers Residing In… Percent of Travellers from each Source Market Stating… Niagara Falls and Wine Country Visited …. Very Interested in Visiting in next 2 years Ever In Past Two Years In Past 12 Months ONTARIO - GTA - Other Ontario 83 85 82 52 62 45 37 45 31 55 59 51 QUEBEC 59 16 10 44 MANITOBA 52 9 3 49 NEARBY U.S. - Michigan - New York - Ohio - Pennsylvania 51 54 50 55 48 13 11 18 11 10 7 7 10 5 6 46 43 47 47 47 OTHER U.S. - Illinois - New Jersey - North Carolina 33 34 44 27 8 9 12 6 4 5 7 3 44 45 49 42 Relatively high Relatively Low Q8C: Now we would like to know how interested you would be in taking an overnight pleasure trip to each of Ontario's regions within the next two years. For each region listed, please select the statement that best describes your current level of interest. Q9B: When was the last time you took an overnight pleasure trip to each of the following regions of Ontario? % % % % %
Wine Country is generally high among all visitors, regardless of source market, and the very low attrition rates, coupled with strong repeat visit intentions corroborate these findings. ! Although value scores are strong overall, they are somewhat weaker than the ratings achieved on the other key dimensions, and also somewhat below norm among Ontario travellers. Value for money may, then, be an issue for some visitors, particularly those arriving from the GTA. High expectations, coupled with higher than anticipated prices are likely contributing to these perceptions. However, given the high rates of recommendation and the reasonably high satisfaction levels, it appears that value perceptions are essentially dampened by price rather than a genuinely weak experience. ! In the U.S., especially the more distant markets, satisfaction and recommend rates exceed the provincial tourism region norm. This suggests that the Region is doing a good job of delivering a quality vacation experience for these travellers. Positive word-of-mouth is likely an outcome and should be encouraged. Section B Overview
Metrics 15 Scores compiled across all trips taken to Niagara Falls & Wine Country in past 12 months Visitors from… Satisfaction with Trip Overall Trip Value Likelihood to Recommend Destination Avg. Score/ 10 % Rating 9/10 Avg. Score/ 10 % Rating 9/10 Avg. Score/ 10 % Rating 9/10 ONTARIO 8.5 (8.7) 52% (59%) 7.7 (8.1) 34% (47%) 8.2 (7.9) 49% (49%) GTA 8.4 (8.6) 48% (57%) 7.6 (8.0) 31% (45%) 8.1 (8.0) 46% (49%) Other Ontario 8.6 (8.7) 56% (60%) 7.9 (8.1) 39% (47%) 8.2 (7.9) 53% (48%) QUEBEC 8.4 (8.5) 49% (49%) 7.7 (7.9) 28% (38%) 8.4 (7.8) 49% (44%) NEARBY US 8.6 (8.4) 57% (51%) 7.9 (7.9) 33% (43%) 8.5 (8.2) 54% (51%) OTHER US 8.4 (7.9) 53% (48%) 8.0 (7.8) 37% (40%) 8.4 (7.9) 55% (50%) Q30A: On a scale of 1 to 10, how satisfied were you with this trip overall? Q31A: On a scale of 0 to 10, where "0" means "extremely low value" and "10" means "extremely high value", how would you rate this trip for value for the money? Q31B: And, on a scale from 0 to 10, where "0" means "not at all likely" and "10" means "extremely likely", how likely would you be to recommend this destination to your friends/relatives? (Average RTO scores are shown in brackets below each score for Niagara Falls & Wine Country) *Data are not shown from the other source markets as sample sizes were below 50 recent visitors in each case.
describe Niagara Falls & Wine Country’s image profile as it exists among travellers in each source market who claim to have some degree of familiarity with the Region (“very” or “fairly” familiar). This analysis provides a solid grounding on the Region’s overall image, embracing the views of both past visitors and those who have never been, but have some concept of what Niagara Falls & Wine Country is likely to offer. ! We have included ratings of Ontario as a whole as a point of comparison. This provides some context for assessing the scores achieved by Niagara Falls & Wine Country, and offers perspective on how the Region fits with the umbrella Ontario brand profile. It should be noted that the scores shown for Ontario are not averages for the Tourism Regions combined, but instead represent ratings assigned to Ontario when considered in its entirety. As a consequence, it is unreasonable to expect any specific Region to meet the standard set by the province on all attributes. We are more interested in the extent of the gap that exists between the Region and the province as a whole. Section C Overview
projects a very strong image within the Ontario market. Rating scores are very high, and tend to be on par with the scores achieved by the province as a whole. Furthermore, its scores for being a unique place, for having popular attractions (man-made or natural) and for being great for a romantic holiday surpass those of the province, overall, further demonstrating that travellers have strong and clear perceptions of the Region’s defining features. Moreover, these patterns hold across the province. In terms of negatives, the Region is perceived to convey aspects of being very touristy and there are concerns about value delivered for the money (high prices). The details of Niagara Falls & Wine Country’s image profile in Ontario are discussed on the following pages. Section C Overview
from the GTA and elsewhere in the province, believe that Niagara Falls & Wine Country can be reached relatively easily and that it is easy to get around once there. However, in comparison to the extremely high accessibility ratings that they give to Ontario overall, there is some reluctance to commend the Region for accessibility. This could suggest issues with the travel time needed to reach this part of the province, perhaps due to congestion on the QEW, or simply distance from larger population centres such as Ottawa, Windsor and Sudbury. The Region is highly rated for offering appealing travel experiences year-round. Interesting and Unique ! Ontario travellers believe that the Region offers interesting cities and towns that are worth seeing, and is a place that offers many new and different experiences. Moreover, they strongly believe that it is truly a unique place, both in absolute terms, and also in comparison to Ontario as a whole. They are slightly less likely to endorse the Region as a destination that excites their curiosity, although on this dimension, too, their perceptions for the Region are clearly positive and match those of Ontario overall. Section C Overview
Falls & Wine Country is generally perceived to have interesting festivals and fairs, great food and restaurants, good entertainment (live theatre/shows) and excellent wineries and vineyards. It is less likely to be seen as great for experiencing diverse cultures or ways of life. On the downside, it is perceived to be somewhat touristy. The strength and consistency of these perceptions underlines the Region’s strong iconic image and ability to deliver on expectations. Popular ! In terms of popular attractions, having fun and being recommended by others, the Region receives excellent scores. Ratings are strong, but not quite as stellar for offering something for everyone. Friendly, Safe, and Comfortable ! Ontario travellers judge Niagara Falls & Wine Country highly for being a place to feel safe and comfortable, but slightly less so for having friendly people. On this latter dimension, Ontario as a whole generates slightly better scores. Section C Overview
Niagara Falls & Wine Country is deemed to have stunning scenery and landscapes. It is also rated well as a place for enjoying outdoor activities, although not particularly high in comparison to Ontario overall. Given that the Region offers several excellent beaches, a well- developed network of hiking and cycling paths both along the Niagara Escarpment and also along and into the Gorge, the lower rating in comparison to Ontario, suggests that the majority of travellers have not experienced, and may not be aware of the full breadth of the Region’s outdoor offering. Value and Quality ! Ontario travellers tend to give Niagara Falls & Wine Country great scores for the quality of the travel experience and services. For value, however, it falls significantly below what they give to the Province generally. This suggests an issue with price rather than with product. Section C Overview
judge Niagara Falls & Wine Country as a good place for creating lasting memories, a good place for a vacation/getaway, particularly for a romantic holiday, and for offering suitable accommodation choices. They are slightly less enthusiastic about it being a great place to rest and rejuvenate, or a place that fits their personal lifestyle and pleasure travel needs. This underlines the need to educate travellers regarding the full breath of the Region’s tourism offering to help establish a broader-based appeal and deeper personal relevance. The placid elements of the offer are perhaps not as well known as those linked to overt fun and excitement. Section C Overview
Wine Country’s image profile in Quebec parallels that held in Ontario. That is, the Region is generally associated with the same strengths and weaknesses (peaks and valleys in its image profile). As one might expect, though, the absolute scores achieved are generally suppressed relative to those achieved in Ontario. Following are the key differences noted in Quebec. Accessible ! When compared with Ontario travellers, those from Quebec are less likely to believe that Niagara Falls & Wine Country offers appealing travel experiences year-round. Culture, Arts and Entertainment ! Niagara Falls and Wine Country receives one of its highest ratings from Quebec travellers on touring wineries and vineyards. Generally, Quebecers tend to rate Ontario overall, as well as Niagara Falls & Wine Country lower on culture, arts and entertainment attributes. They rate the Region less favourably on authenticity, as they perceive it to be very touristy. Section C Overview
the case for Ontario overall, Niagara Falls and Wine Country receives lower ratings on value for the money. This is likely a function of high price perceptions on the one hand, and limited awareness of the full offer, on the other. General and Lifestyle ! Niagara Falls and Wine Country is viewed by Quebecers as a great place for a romantic getaway, achieving significantly higher scores than the province overall. The Region also scores high as a place that can create lasting memories, which is an important emotional driver. Section C Overview
Quebecers, Manitoba travellers’ perceptions of Niagara Falls & Wine Country are largely similar to those held by Ontarians. However, scores for both Ontario, and Niagara Falls & Wine Country, tend to be somewhat lower than those registered among travellers residing in Ontario. Accessibility ! Those familiar with Niagara Falls & Wine Country are as likely as those from Ontario to rate the Region as easy to get to, and they tend to find it easy to get around once in the Region. Unlike Quebecers, Manitobans believe that Niagara Falls & Wine Country offers year-round travel experiences. Section C Overview
Ontarians, Manitoba travellers generally believe that the Region has interesting festivals and fairs, great food and restaurants, great live theatre and shows, and excellent wineries and vineyards. Clearly the Region’s major strengths are well-established even in this distant source market. Outdoors and Nature ! Like their Ontario counterparts, Manitobans are very likely to agree that Niagara Falls & Wine Country offers impressive scenery and landscapes. And, on this dimension, they feel that Niagara stands in contrast to the province overall. Ontario as a whole does not score particularly well on this dimension among Manitobans. Section C Overview
Manitoba travellers generally believe that the Region is well-known for its quality of travel experiences and services. However, they are more critical of the value for money. This could present an opportunity for regional stakeholders to emphasize the quality of the experience and link it to feature pricing and packages. General and Lifestyle ! As with travellers from other source markets, Manitobans rate this Region highly for being a place to create lasting memories and a great place for a romantic holiday. Ratings are lower for fit with personal lifestyle and travel needs, and accommodation that suits my needs. This suggests that people are viewing the Region in a somewhat narrow way and the Region may want to consider articulating the breadth of activities and services (including accommodation) that are available. Section C Overview
travellers’ perceptions of Niagara Falls & Wine Country are quite strong on many dimensions and comparable to those held by Ontario travellers. However, the absolute scores achieved are generally suppressed relative to those achieved in Ontario. Following are the key differences noted among the travellers from the Nearby U.S. source markets. Accessible ! Perceptions of ease of access to, and within the Region are generally high for travellers from the Nearby U.S. source markets. They are less certain, however, that the Region offers appealing travel experiences year-round. Culture, Arts and Entertainment ! Similar to Ontarians, those from the Nearby U.S. rate Niagara Falls & Wine Country highly for great food and restaurants, great entertainment (live theatre/shows) and excellent wineries and vineyards. They are somewhat less likely to believe that the Region offers interesting festivals and fairs. And in comparison with the province, overall, they feel that it is somewhat touristy. Section C Overview
not quite as negative as their Canadian counterparts, travellers from the U.S. Nearby markets score the Region lower on value for money. General and Lifestyle ! Nearby US travellers have a positive perception of the Region for general lifestyle attributes, notably creating lasting memories and a romantic holiday Section C Overview
Niagara Falls & Wine Country among travellers from Other U.S. source markets who claim some familiarity with the Region mirror those of travellers from the Nearby U.S. source markets, i.e., are reasonably strong and largely similar to those held by Ontario travellers. Key areas of difference relative to the other source markets are outlined below. Accessible ! Perceptions of ease of access to, and within the Region are generally high and on par with perceptions of travellers from the Nearby U.S. source markets. This suggests that distance is not an enormous obstacle preventing visitation, at least among those who have some familiarity with the Region. Section C Overview
Entertainment ! Like their counterparts from the Nearby U.S., those from the Other U.S. markets rate Niagara Falls & Wine Country highly for great food and restaurants, and excellent wineries and vineyards. But, as is often the case with popular tourist destinations, there is a tendency of being perceived as touristy and less authentic. Value and Quality ! Those in more distant U.S. markets tend to rate the Region highly for being a place that is well-known for its quality of travel experiences and services. However, like their counterparts from the Nearby U.S. markets, they rate the Region somewhat lower for value for money. As mentioned earlier, this could point to an opportunity for regional stakeholders to develop offers which specifically address the issue of value. General and Lifestyle ! As with travellers from other source markets, more distant U.S. travellers rate this Region highly for being a place to create lasting memories. Section C Overview
Falls & Wine Country among Total Ontario Travellers Familiar with Region—Average Score Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. ACCESSIBLE An easy destination to get to Easy to get around from place to place once you are there Offers appealing travel experiences year-round INTERESTING AND UNIQUE A place with interesting cities and towns that are worth seeing A unique place Offers many possibilities to experience something new and different A destination that excites my curiosity CULTURE/ARTS/ENTERTAINMENT Has interesting festivals and fairs A great place to experience diverse cultures and ways of life Great for arts and culture (museums, galleries, theatre, etc.) Has great food and restaurants Offers an authentic travel experience (not a tourist trap) Offers live theatre/shows Great for touring wineries and vineyards POPULAR Has popular attractions (man-made or natural) A place that offers something for everyone A great place for having fun A place likely to be recommended by others (8.6) (8.1) (8.3) (8.4) (8.2) (8.4) (7.9) (8.4) (8.2) (8.5) (8.6) (8.1) (N/A) (N/A) (8.6) (8.5) (8.4) (8.4)
Ontario Travellers Familiar with Region—Average Score ( ) = OVERALL ONTARIO SCORE Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. FRIENDLY/SAFE/COMFORTABLE Has very friendly people A place where I would feel safe and comfortable OUTDOORS/NATURE Has impressive scenery and landscapes A great place for enjoying outdoor activities VALUE AND QUALITY Offers excellent value for the money A place that is well known for its quality of travel experiences and services GENERAL/LIFESTYLE A place that can create lasting memories A great place to rest and rejuvenate A place that I would enjoy visiting for a vacation/getaway A place offering accommodation choices that suit me A great place for a romantic holiday A place that fits my personal lifestyle and pleasure travel needs (8.1) (8.3) (8.7) (8.8) (7.8) (8.1) (8.5) (8.2) (8.4) (8.4) (8.2) (8.1)
Falls & Wine Country among GTA Travellers Familiar with Region—Average Score Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. ACCESSIBLE An easy destination to get to Easy to get around from place to place once you are there Offers appealing travel experiences year-round INTERESTING AND UNIQUE A place with interesting cities and towns that are worth seeing A unique place Offers many possibilities to experience something new and different A destination that excites my curiosity CULTURE/ARTS/ENTERTAINMENT Has interesting festivals and fairs A great place to experience diverse cultures and ways of life Great for arts and culture (museums, galleries, theatre, etc.) Has great food and restaurants Offers an authentic travel experience (not a tourist trap) Offers live theatre/shows Great for touring wineries and vineyards POPULAR Has popular attractions (man-made or natural) A place that offers something for everyone A great place for having fun A place likely to be recommended by others (8.5) (8.1) (8.3) (8.3) (8.2) (8.3) (7.8) (8.3) (8.1) (8.4) (8.6) (8.1) (N/A) (N/A) (8.5) (8.4) (8.4) (8.3)
Travellers Familiar with Region—Average Score ( ) = OVERALL ONTARIO SCORE Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. FRIENDLY/SAFE/COMFORTABLE Has very friendly people A place where I would feel safe and comfortable OUTDOORS/NATURE Has impressive scenery and landscapes A great place for enjoying outdoor activities VALUE AND QUALITY Offers excellent value for the money A place that is well known for its quality of travel experiences and services GENERAL/LIFESTYLE A place that can create lasting memories A great place to rest and rejuvenate A place that I would enjoy visiting for a vacation/getaway A place offering accommodation choices that suit me A great place for a romantic holiday A place that fits my personal lifestyle and pleasure travel needs (8.1) (8.2) (8.6) (8.7) (7.7) (8.1) (8.4) (8.1) (8.3) (8.4) (8.1) (8.0)
Falls & Wine Country among Other Ontario Travellers Familiar with Region—Average Score Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. ACCESSIBLE An easy destination to get to Easy to get around from place to place once you are there Offers appealing travel experiences year-round INTERESTING AND UNIQUE A place with interesting cities and towns that are worth seeing A unique place Offers many possibilities to experience something new and different A destination that excites my curiosity CULTURE/ARTS/ENTERTAINMENT Has interesting festivals and fairs A great place to experience diverse cultures and ways of life Great for arts and culture (museums, galleries, theatre, etc.) Has great food and restaurants Offers an authentic travel experience (not a tourist trap) Offers live theatre/shows Great for touring wineries and vineyards POPULAR Has popular attractions (man-made or natural) A place that offers something for everyone A great place for having fun A place likely to be recommended by others (8.7) (8.1) (8.4) (8.5) (8.3) (8.5) (7.9) (8.4) (8.3) (8.6) (8.7) (8.1) (N/A) (N/A) (8.7) (8.6) (8.5) (8.4)
Ontario Travellers Familiar with Region—Average Score ( ) = OVERALL ONTARIO SCORE Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. FRIENDLY/SAFE/COMFORTABLE Has very friendly people A place where I would feel safe and comfortable OUTDOORS/NATURE Has impressive scenery and landscapes A great place for enjoying outdoor activities VALUE AND QUALITY Offers excellent value for the money A place that is well known for its quality of travel experiences and services GENERAL/LIFESTYLE A place that can create lasting memories A great place to rest and rejuvenate A place that I would enjoy visiting for a vacation/getaway A place offering accommodation choices that suit me A great place for a romantic holiday A place that fits my personal lifestyle and pleasure travel needs (8.2) (8.3) (8.8) (8.8) (7.8) (8.2) (8.6) (8.3) (8.4) (8.5) (8.2) (8.2)
Falls & Wine Country among Quebec Travellers Familiar with Region—Average Score Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. ACCESSIBLE An easy destination to get to Easy to get around from place to place once you are there Offers appealing travel experiences year-round INTERESTING AND UNIQUE A place with interesting cities and towns that are worth seeing A unique place Offers many possibilities to experience something new and different A destination that excites my curiosity CULTURE/ARTS/ENTERTAINMENT Has interesting festivals and fairs A great place to experience diverse cultures and ways of life Great for arts and culture (museums, galleries, theatre, etc.) Has great food and restaurants Offers an authentic travel experience (not a tourist trap) Offers live theatre/shows Great for touring wineries and vineyards POPULAR Has popular attractions (man-made or natural) A place that offers something for everyone A great place for having fun A place likely to be recommended by others (7.8) (7.6) (7.5) (7.5) (7.2) (7.6) (7.1) (7.6) (7.3) (8.0) (7.7) (7.5) (N/A) (N/A) (8.0) (7.7) (7.7) (7.4)
Travellers Familiar with Region—Average Score Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. FRIENDLY/SAFE/COMFORTABLE Has very friendly people A place where I would feel safe and comfortable OUTDOORS/NATURE Has impressive scenery and landscapes A great place for enjoying outdoor activities VALUE AND QUALITY Offers excellent value for the money A place that is well known for its quality of travel experiences and services GENERAL/LIFESTYLE A place that can create lasting memories A great place to rest and rejuvenate A place that I would enjoy visiting for a vacation/getaway A place offering accommodation choices that suit me A great place for a romantic holiday A place that fits my personal lifestyle and pleasure travel needs ( ) = OVERALL ONTARIO SCORE (7.1) (7.5) (8.0) (7.6) (7.1) (7.6) (7.7) (7.5) (7.5) (7.8) (7.6) (7.4)
Falls & Wine Country among Manitoba Travellers Familiar with Region—Average Score Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. ACCESSIBLE An easy destination to get to Easy to get around from place to place once you are there Offers appealing travel experiences year-round INTERESTING AND UNIQUE A place with interesting cities and towns that are worth seeing A unique place Offers many possibilities to experience something new and different A destination that excites my curiosity CULTURE/ARTS/ENTERTAINMENT Has interesting festivals and fairs A great place to experience diverse cultures and ways of life Great for arts and culture (museums, galleries, theatre, etc.) Has great food and restaurants Offers an authentic travel experience (not a tourist trap) Offers live theatre/shows Great for touring wineries and vineyards POPULAR Has popular attractions (man-made or natural) A place that offers something for everyone A great place for having fun A place likely to be recommended by others (8.6) (7.7) (8.0) (8.2) (7.8) (8.0) (7.7) (8.0) (7.2) (8.2) (8.3) (7.5) (N/A) (N/A) (8.4) (8.2) (7.9) (8.0)
Travellers Familiar with Region—Average Score ( ) = OVERALL ONTARIO SCORE Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. FRIENDLY/SAFE/COMFORTABLE Has very friendly people A place where I would feel safe and comfortable OUTDOORS/NATURE Has impressive scenery and landscapes A great place for enjoying outdoor activities VALUE AND QUALITY Offers excellent value for the money A place that is well known for its quality of travel experiences and services GENERAL/LIFESTYLE A place that can create lasting memories A great place to rest and rejuvenate A place that I would enjoy visiting for a vacation/getaway A place offering accommodation choices that suit me A great place for a romantic holiday A place that fits my personal lifestyle and pleasure travel needs (7.5) (7.5) (8.2) (8.3) (7.4) (7.7) (8.3) (7.7) (7.9) (7.9) (7.7) (7.8)
Falls & Wine Country among U.S. Nearby Travellers Familiar with Region—Average Score Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. ACCESSIBLE An easy destination to get to Easy to get around from place to place once you are there Offers appealing travel experiences year-round INTERESTING AND UNIQUE A place with interesting cities and towns that are worth seeing A unique place Offers many possibilities to experience something new and different A destination that excites my curiosity CULTURE/ARTS/ENTERTAINMENT Has interesting festivals and fairs A great place to experience diverse cultures and ways of life Great for arts and culture (museums, galleries, theatre, etc.) Has great food and restaurants Offers an authentic travel experience (not a tourist trap) Offers live theatre/shows Great for touring wineries and vineyards POPULAR Has popular attractions (man-made or natural) A place that offers something for everyone A great place for having fun A place likely to be recommended by others (8.0) (7.8) (7.8) (8.1) (8.0) (8.1) (7.8) (7.9) (8.0) (8.0) (8.0) (7.8) (N/A) (N/A) (8.3) (8.1) (8.1) (8.0)
Nearby Travellers Familiar with Region—Average Score ( ) = OVERALL ONTARIO SCORE Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. FRIENDLY/SAFE/COMFORTABLE Has very friendly people A place where I would feel safe and comfortable OUTDOORS/NATURE Has impressive scenery and landscapes A great place for enjoying outdoor activities VALUE AND QUALITY Offers excellent value for the money A place that is well known for its quality of travel experiences and services GENERAL/LIFESTYLE A place that can create lasting memories A great place to rest and rejuvenate A place that I would enjoy visiting for a vacation/getaway A place offering accommodation choices that suit me A great place for a romantic holiday A place that fits my personal lifestyle and pleasure travel needs (8.0) (8.1) (8.3) (8.1) (7.4) (8.0) (8.2) (7.9) (8.1) (8.1) (8.0) (7.9)
Falls & Wine Country among Other U.S. Travellers Familiar with Region—Average Score Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. ACCESSIBLE An easy destination to get to Easy to get around from place to place once you are there Offers appealing travel experiences year-round INTERESTING AND UNIQUE A place with interesting cities and towns that are worth seeing A unique place Offers many possibilities to experience something new and different A destination that excites my curiosity CULTURE/ARTS/ENTERTAINMENT Has interesting festivals and fairs A great place to experience diverse cultures and ways of life Great for arts and culture (museums, galleries, theatre, etc.) Has great food and restaurants Offers an authentic travel experience (not a tourist trap) Offers live theatre/shows Great for touring wineries and vineyards POPULAR Has popular attractions (man-made or natural) A place that offers something for everyone A great place for having fun A place likely to be recommended by others (7.9) (8.0) (7.8) (8.1) (8.1) (8.2) (8.0) (8.1) (8.1) (8.1) (8.1) (8.0) (N/A) (N/A) (8.3) (8.2) (8.2) (8.1)
U.S. Travellers Familiar with Region—Average Score ( ) = OVERALL ONTARIO SCORE Q2: We would like you to rate this Region for a number of specific characteristics. Please use the scale from 1 to 10 shown below where 1 means Does Not Apply At All and 10 means Applies Completely. FRIENDLY/SAFE/COMFORTABLE Has very friendly people A place where I would feel safe and comfortable OUTDOORS/NATURE Has impressive scenery and landscapes A great place for enjoying outdoor activities VALUE AND QUALITY Offers excellent value for the money A place that is well known for its quality of travel experiences and services GENERAL/LIFESTYLE A place that can create lasting memories A great place to rest and rejuvenate A place that I would enjoy visiting for a vacation/getaway A place offering accommodation choices that suit me A great place for a romantic holiday A place that fits my personal lifestyle and pleasure travel needs (8.1) (8.1) (8.4) (8.3) (7.7) (8.0) (8.3) (8.0) (8.2) (8.2) (8.0) (8.0)
be slightly younger, with somewhat higher income and education levels. ! Those from the U.S., particularly those from the more distant source markets skew somewhat younger, tend to be more upscale in terms of education and income, and are more likely to have children. Section D Overview
Falls and Wine Country Visitors- From Ontario NIAGARA FALLS & WINE COUNTRY VISITORS (visited past 12 months) TOTAL TRAVELLING POPULATION Composition of household 2.9 2.7
Falls and Wine Country Visitors- From the GTA NIAGARA FALLS & WINE COUNTRY VISITORS (visited past 12 months) TOTAL TRAVELLING POPULATION Composition of household 2.9 2.7
Falls and Wine Country Visitors- From Other Ontario NIAGARA FALLS & WINE COUNTRY VISITORS (visited past 12 months) TOTAL TRAVELLING POPULATION Composition of household 2.9 2.7
Falls and Wine Country Visitors- From Quebec NIAGARA FALLS & WINE COUNTRY VISITORS (visited past 12 months) TOTAL TRAVELLING POPULATION Composition of household 2.7 2.8
Falls and Wine Country Visitors- From Nearby U.S. NIAGARA FALLS & WINE COUNTRY VISITORS (visited past 12 months) TOTAL TRAVELLING POPULATION Composition of household 2.9 2.7
Falls and Wine Country Visitors- From Other U.S. NIAGARA FALLS & WINE COUNTRY VISITORS (visited past 12 months) TOTAL TRAVELLING POPULATION Composition of household 3.1 2.7 55
(visited past 12 months) Total Travelling Population HOUSEHOLD INCOME Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Population Up to $39,999 12% 22% $40,000 to $79,999 31% 35% $80,000 to $99,999 14% 12% $100,000 to $149,999 17% 14% $150,000 + 10% 8% Average $93,000 $80,000 EDUCATION LEVEL Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Populatio n High school grad./ Some college 36% 40% College/University grad. 49% 38% Masters degree or higher 11% 18% Demographic Profile- Niagara Falls and Wine Country Visitors- From Ontario Male % Female % AGE % GENDER
the GTA 55+ 35-54 18-34 Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Population HOUSEHOLD INCOME Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Population Up to $39,999 12% 22% $40,000 to $79,999 29% 35% $80,000 to $99,999 14% 12% $100,000 to $149,999 17% 14% $150,000 + 12% 8% Average $96,000 $80,000 EDUCATION LEVEL Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Population High school grad./ Some college 32% 40% College/University grad. 50% 38% Masters degree or higher 15% 18% Male % Female % AGE % GENDER
(visited past 12 months) Total Travelling Population HOUSEHOLD INCOME Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Population Up to $39,999 12% 22% $40,000 to $79,999 32% 35% $80,000 to $99,999 15% 12% $100,000 to $149,999 18% 14% $150,000 + 8% 8% Average $89,000 $80,000 EDUCATION LEVEL Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Population High school grad./ Some college 41% 40% College/University grad. 48% 38% Masters degree or higher 6% 18% Demographic Profile- Niagara Falls and Wine Country Visitors- From Other Ontario Male % Female % AGE % GENDER
Quebec 55+ 35-54 18-34 Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Population HOUSEHOLD INCOME Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Population Up to $39,999 11% 22% $40,000 to $79,999 37% 35% $80,000 to $99,999 13% 12% $100,000 to $149,999 17% 14% $150,000 + 9% 8% Average $90,000 $80,000 EDUCATION LEVEL Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelli ng Populati on High school grad./ Some college 40% 40% College/University grad. 38% 38% Masters degree or higher 18% 18% Male % Female % AGE % GENDER
Nearby U.S. 55+ 35-54 18-34 Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Population HOUSEHOLD INCOME Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Population Up to $39,999 13% 22% $40,000 to $79,999 32% 35% $80,000 to $99,999 20% 12% $100,000 to $149,999 18% 14% $150,000 + 12% 8% Average $94,000 $80,000 EDUCATION LEVEL Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Population High school grad./ Some college 33% 40% College/University grad. 39% 38% Masters degree or higher 26% 18% Male % Female % AGE % GENDER
Other U.S. 55+ 35-54 18-34 Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Population HOUSEHOLD INCOME Niagara Falls & Wine Country Visitors (visited past 12 months) Total Travelling Population Up to $39,999 14% 22% $40,000 to $79,999 39% 35% $80,000 to $99,999 12% 12% $100,000 to $149,999 15% 14% $150,000 + 13% 8% Average $97,000 $80,000 EDUCATION LEVEL Niagara Falls & Wine Country Visitors (ever visited) Total Travelling Population High school grad./ Some college 31% 40% College/University grad. 37% 38% Masters degree or higher 30% 18% Male % Female % AGE % GENDER
to the Niagara Falls and Wine Country, and this is true regardless of traveller source market. Visits to friends and relatives (VFR) activities play a relatively small role in driving traffic to the area for Ontarians as well as Americans. Extended business trips also account for only a very small portion of Canadian trips, although they account for a significant proportion of visits from more distant U.S. markets. More than one-quarter of Niagara and Wine Country visitors from the more distant U.S. source markets report extending their business trip for pleasure. It is hypothesized that some of this traffic is driven by business trips to the Toronto area, which have then been extended into the Niagara Region. ! Planning and booking rates for the Niagara Falls and Wine Country are generally high. Nine out of ten overnight trips involved some degree of planning, and more than four out of five included a booking. Planning typically occurs within two months of the departure date, with the lion’s share occurring one month or less in advance. There would appear to be little lag between planning and booking. Section E Overview
with those from the Ontario source markets more likely to initiate planning only one month, or less, in advance. The booking cycle shows some similarities, and indicates that Ontarians are also likely to be booking within a month of their trip. While Americans are slightly more likely to book any aspects of their trip, a large proportion, particularly those from the more distant source markets, are booking within a month of travelling. ! Visitors are likely to be receptive to Niagara’s “there’s more to see than just the Falls” messaging, as participation in multiple activities is common among visitors. Visitors tend to include a wide variety of activities in their Niagara trip, particularly those from more distant source markets. This is understandable given that they visit less often and have to travel greater distances to the Region. Extended trips affording opportunity to participate in a diversity of experiences is, therefore, more common within this group. Section E Overview
Niagara Falls and Wine Country and to visit more often, are less likely to mention visiting a “scenic landmark” than those from more distant source markets. This suggests that some Ontarians may have become jaded towards the Falls, or that the “wow” factor has diminished through familiarity. And, undoubtedly some have discovered other points of interest that are also powerful draws for repeat visitation. ! In addition to the Falls’ natural wonder attraction, visitors from each source market are likely to participate in shopping and fine dining. This is to be expected, and is common among travellers to any destination. It should be kept in mind, though, that while these activities are rarely primary trip motivators and destination selection criteria, they play a significant role in structuring satisfaction with the overall experience. The Niagara Region has very real opportunity to distinguish itself on the culinary side, given the recent focus on culinary excellence throughout Wine Country and the Region more generally. Encouraging exposure to Niagara’s culinary offering could, therefore, help boost overall satisfaction, repeat visitation and positive word-of-mouth through both traditional means and digital media. Section E Overview
has a particularly strong draw, and is considered to be a primary driver of a large proportion of trips. That said, there are some substantial differences across source markets. While a considerable proportion of Ontarians and visitors from the Nearby U.S. visited a casino, travellers from Quebec and more distant U.S. source markets are far less likely to have been motivated by the casino and associated attractions; few participated in these activities on their last trip. ! Beyond the Falls and gaming, other activities include city/town sightseeing, visiting an amusement or theme park, places of historical interest, small towns and villages, wineries, museums or galleries, garden attractions and zoos or aquaria. This suggests that the fuller offer is certainly appreciated by a fair number of recent visitors and is one of the keys to high rates of anticipated return. ! Nonetheless, despite Niagara’s strong push to promote itself as a premier wine destination, just over one-in-ten travellers overall took advantage of this offer on their trip. This suggests that there is room to further grow the winery experience, although additional marketing efforts will undoubtedly be required to help the offering gain better traction. Section E Overview
or fully appreciated beyond those markets directly bordering it. It has not, therefore, reached its full potential as a trip motivator. Perhaps much the same can be said of the Region’s live theatre offering. The Shaw Festival, for instance, would seem to have more motivational power than is currently being realized. ! While not a primary purpose of the trip, more distant U.S. visitors are somewhat more inclined than others to participate in Niagara’s outdoor activities (visiting a national or provincial park, boating, hiking, camping, etc.). While this group still primarily values the “urban” offerings such as city sightseeing, visiting an amusement or theme park, shopping and dining, etc., the outdoors represents an important backdrop. For these visitors, the juxtaposition of nature with culture and entertainment likely defines a unique destination and experience. ! Consistent with the lower levels of visits to friends and relatives, the proportion of travellers who stay in paid accommodation is extremely high. Most stay in hotels, with motels ranking in distant second position. Although the Region has a well-developed offering in terms of inns, and bed and breakfasts, few travellers report staying in these establishments. Section E Overview
(Total Trips Reported by Past 12 Month Visitors) 66 Q15: Was this a business trip that you extended for pleasure? PERCENT OF TRAVELLERS FROM EACH SOURCE MARKET STATING… *Data are not shown from the other source markets as sample sizes were below 50 recent visitors in each case
Country - Among Past 12 Month Visitors to the Region 67 Past 12 month travellers from… GTA Other Ontario Quebec Nearby US Other US % % % % % 62 55 50 43 44 15 17 19 20 20 12 18 22 23 27 12 10 9 14 8 # 1.4 # 1.8 # 2.0 # 1.9 # 2.2 Q18: How far in advance did you or your party start PLANNING your trip? How far in advance did you begin planning the trip? Past 12 Month Travellers to Niagara Falls & Wine Country % One Month or Less Over 1 Month up to 2 Months More than 2 Months Did Not Plan Trip Average Number of Months Among Those Planning # 1.9 Months
Country - Among Past 12 Month Visitors to the Region 68 Past 12 month travellers from… GTA Other Ontario Quebec Nearby US Other US % % % % % 63 58 52 50 59 11 13 12 21 18 7 11 16 16 15 19 18 21 13 9 # 1.1 # 1.4 # 1.5 # 1.6 # 1.4 Q19: And, how far in advance did you or your party start BOOKING this trip? How far in advance did you book the trip? Past 12 Month Travellers to Niagara Falls & Wine Country % One Month or Less Over 1 Month up to 2 Months More than 2 Months Did Not Book Trip Average Number of Months Among Those Booking # 1.4 Months
Reported by Past 12 Month Ontario Visitors) MAIN ACTIVITY % ACTIVITY TAKEN PART IN % Q32A: Which one, if any, of these activities was the MAIN REASON for taking this trip? Q32B: In which of the following activities did you TAKE PART while on this trip? Visiting Casinos Or Other Gambling Visiting An Amusement Or Theme Park Visiting Friends And Relatives Visiting Scenic Landmarks City Sightseeing On Your Own Visiting Wineries Attending Family / Social Event (E.G., Wedding, Reunion) Shopping Attending Theatre, Concerts Or Dance Shows Visiting / Staying At A Resort Dining In Fine Restaurants Touring By Car or RV Visiting Small Towns and Villages Visiting Nightclubs or Other Places of Entertainment Visiting Places of Historical Interest Visiting Garden Attraction (E.G., Botanical Gardens)
by Past 12 Month GTA Visitors) Q32A: Which one, if any, of these activities was the MAIN REASON for taking this trip? Q32B: In which of the following activities did you TAKE PART while on this trip? Visiting Casinos Or Other Gambling Visiting Scenic Landmarks Visiting An Amusement Or Theme Park Visiting Friends And Relatives City Sightseeing On Your Own Shopping Visiting Wineries Attending Theatre, Concerts Or Dance Shows Dining In Fine Restaurants Visiting / Staying At A Resort Visiting Small Towns and Villages Visiting Nightclubs or Other Places of Entertainment Visiting Garden Attraction (E.G., Botanical Gardens) Visitng Places Of Historial Interest MAIN ACTIVITY % ACTIVITY TAKEN PART IN %
Park Visiting Friends And Relatives Attending Family / Social Event (E.G., Wedding, Reunion) Visiting Scenic Landmarks Visiting Wineries City Sightseeing On Your Own Visiting / Staying At A Resort Attending Theatre, Concerts Or Dance Shows Shopping Touring by Car or RV Dinning In Fine Restaurants Visiting Garden Attraction (E.G., Botanical Gardens) Visiting Nightclubs or Other Places of Entertainment Visiting Places of Historical Interest Visiting Small Towns and Villages 71 Activities in Niagara Falls & Wine Country (Total Trips Reported by Past 12 Month Other Ontario Visitors) Q32A: Which one, if any, of these activities was the MAIN REASON for taking this trip? Q32B: In which of the following activities did you TAKE PART while on this trip? MAIN ACTIVITY % ACTIVITY TAKEN PART IN %
Reported by Past 12 Month Quebec Visitors) Q32A: Which one, if any, of these activities was the MAIN REASON for taking this trip? Q32B: In which of the following activities did you TAKE PART while on this trip? Visiting An Amusement Or Theme Park Visiting Scenic Landmarks Visiting Friends And Relatives Visiting Wineries Visiting A Zoo, Aquarium City Sightseeing On Your Own Attending A Sporting Event As A Spectator Visiting National Or Provincial Nature Parks Touring By Car Or RV Visiting Casinos Or Other Gambling Visiting A Beach Visiting Places of Historical Interest Shopping Organized City Sightseeing Relaxing At A Spa Visiting Garden Attraction (E.G., Botanical Gardens) Dining in Fine Restaurants Visiting Museums or Galleries Touring By Bus, Boat, Or Train Visiting Nightclubs or Other Places of Entertainment Visiting Small Towns and Villages MAIN ACTIVITY % ACTIVITY TAKEN PART IN %
Reported by Past 12 Month US Nearby Visitors) Q32A: Which one, if any, of these activities was the MAIN REASON for taking this trip? Q32B: In which of the following activities did you TAKE PART while on this trip? MAIN ACTIVITY % ACTIVITY TAKEN PART IN % Visiting Casinos Or Other Gambling Visiting Scenic Landmarks City Sightseeing On Your Own Touring By Car Or RV Shopping Visiting An Amusement Or Theme Park Relaxing At A Spa Visiting / Staying At A Resort Visiting Friends and Relatives Visiting National Or Provincial Nature Parks Attending Family / Social Event Dining In Fine Restaurants Visiting Places Of Historical Interest Visiting Wineries Visiting Museums Or Galleries Visiting A Garden Attraction Visiting Small Towns And Villages Organized City Sightseeing Visiting Zoo or Aquarium
Reported by Past 12 Month Other US Visitors) Q32A: Which one, if any, of these activities was the MAIN REASON for taking this trip? Q32B: In which of the following activities did you TAKE PART while on this trip? Visiting Scenic Landmarks Visiting An Amusement Or Theme Park Visiting Friends And Relatives Organized City Sightseeing Visiting A Zoo, Aquarium City Sightseeing On Your Own Boating / Sailing Skiing / Snowboarding Shopping Camping Visiting Garden Attraction (E.G., Botanical Gardens) Dining in Fine Restaurants Visiting A Beach Visiting National or Provincial Parks Visiting Museums or Galleries Visiting Places of Historical Interest Hiking/Climbing Water Activities (e.g. Waterskiing, Diving, Windsurfing Visiting Small Towns and Villages MAIN ACTIVITY % ACTIVITY TAKEN PART IN %
in on this trip Accommodation on Trip (Total Trips Reported by Past 12 Month Ontario Visitors) TOTAL ONTARIO VISITORS % Type of accommodation used at destination 75 GTA VISITORS % OTHER ONTARIO VISITORS %
Other Canadian Visitors) QUEBEC VISITORS % Type of accommodation used at destination 76 Q27: Please indicate below the types of accommodation you stayed in on this trip
US Visitors) US NEAR VISITORS % OTHER US VISITORS % 77 Type of accommodation used at destination Q27: Please indicate below the types of accommodation you stayed in on this trip
Ohio and Pennsylvania ! Awareness of each RTO is taken from Q1B of the RTS questionnaire (excludes those who “know absolutely nothing about the RTO”) ! Interest in visiting is taken from Q8C of the main questionnaire (somewhat or very interested) ! Visitation is taken from Q9B of the main questionnaire (ever) ! Type of trip is taken from Q15, Q32A/B of the main questionnaire Definitions
Montreal - Gatineau - Sherbrooke - Quebec City MANITOBA - Winnipeg USA CONNECTICUT DELAWARE ILLINOIS INDIANA KENTUCKY MARYLAND MASSACHUSETTS MICHIGAN MINNESOTA NEW HAMPSHIRE NEW JERSEY NEW YORK NORTH CAROLINA OHIO PENNSYLVANIA RHODE ISLAND VERMONT VIRGINIA WISCONSIN WEST VIRGINIA CITIES CROSSING STATE BOUNDARIES - Philadelphia, PA--NJ PMSA - Cincinnati, OH--KY--IN PMSA - Washington, DC--MD--VA--WV PMSA - Boston, MA--NH, PMSA
Section A – Where Are You On The Purchase Cycle? Travellers from… (Canadian Markets) Ontario GTA Other Ontario Quebec Manitoba 20,970 5,163 15,807 4,208 1,419 Travellers from… (US Markets) Nearby US – 9,127 Other US – 10,342 Michigan New York Ohio Pennsylvania Illinois New Jersey North Carolina 1,833 3,214 2,098 1,982 1,222 1,278 951 Section B – Evaluation of Trip to Niagara Falls and Wine Country Total Trips Reported by Past 12 Month Visitors Ontario GTA Other Ontario Quebec Nearby US Other US 3,999 1,559 2,440 226 409 225 Section C – Traveller Perceptions Niagara Falls and Wine Country (very familiar/familiar from…) Ontario GTA Other Ontario Quebec Manitoba Nearby US Other US 18,391 5,155 13,236 2,488 654 6,476 4,263
Section D – Visitor Profiles Total Travelling Population 46,066 Niagara Falls and Wine Country Visitors (ever visited – From All Source Markets) 28,728 Niagara Falls and Wine Country Visitors (visited past 12 months from…) Ontario GTA Other Ontario Quebec Nearby US Other US 3,503 1,355 2,148 208 371 211 Section E – RTO Trip Activities Profile Total Trips Reported by Past 12 Month Visitors Ontario GTA Other Ontario Quebec Nearby US Other US 3,999 1,559 2,440 226 409 225
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