NL-infographic-INT REV may31 · 2020. 3. 6. · Source: 2016 Provincial Visitor Exit Survey –...
Transcript of NL-infographic-INT REV may31 · 2020. 3. 6. · Source: 2016 Provincial Visitor Exit Survey –...
Vacation travellers from international markets (excluding the US) are intrigued by Newfoundland and Labrador's natural beauty and natural attractions such as icebergs, landscapes, and wildlife. A large share of these visitors are from Europe and they are particularly interested in outdoor activities such as hiking.
are over the age of 4554% are 55+
have a post-secondary education
of travellers stay in hotels/motels
nights
International
WHERE THEY COME FROM
WHO THEY ARE CHARACTERISTICS OF THEIR TRIP
VACATION VISITOR PROFILE | INTERNATIONAL
72%
6%
81%
75%
55%
49%
48%
10.9 average length of stay
have a householdincome of >$100,00043%
$3,446Average spend is
are first-timevisitors75%
OF UKVISITORS
OF GERMANVISITORS
45+
1ST
of international vacationers travel as couples with no children
of international visitors are from the UK
2.1% of all vacationers to NL
TOP 3 INTERNATIONAL SOURCE MARKETS
UK 2.1%
GERMANY 1.2%
AUSTRALIA 0.8%
32%
of international visitors are from Germany
1.2% of all vacationers to NL
18%
of NL vacation visitors are from international markets, half of which originate from the UK and Germany.
11.3 UK | 13.1 GERMANY
WHY THEY CHOSE NL
TOP EXPERIENCES
TRIP PLANNING
OUTDOOR CULTURALHIKING82%
46%
Nature &Wildlife
9%
BucketList
10%
SpecificAreas
6%
OutdoorActivities
6%
PeopleCultureHeritage
87%
Walking In and Around Communities
78%
LighthouseExperiences
VISITINGNATIONALPARKS
HISTORICSITES
58%
ACCOMMODATIONWEBSITES
ONLINE HOTEL SEARCH/BOOKING SITES
TRIP ADVISOR
SEABIRDWATCHING
ICEBERGVIEWING
66%
53%
76%
EXPLORINGSMALLCOMMUNITIES
61%
CULINARY
GALLERIES/EXHIBITS
67%
43%
Source: 2016 Provincial Visitor Exit Survey – Newfoundland and Labrador Tourism. Results based on peak travel season May - October.
International visitors prefer to plan online but still value traditional/o�ine resources such as printed brochures, printed travel guide books, the NL Traveller's Guide, and personal recommendations.
On average, International vacationers begin planning their trip
5.8 months in advance
TOP TRIP PLANNING SOURCES USED PRIOR TO TRAVELLING
TOP TOP
of international travellers use Visitor Information Centres (VICs)
This market is significantly more likely to use VICs compared to the US and Canada
68%
1. Destination websites2. Local accommodation websites3. Attraction websites4. NewfoundlandLabrador.com5. Printed travel guide books
TOP TRIP PLANNING SOURCES USED DURING TRAVEL
TOP
1. Printed brochures2. Local service personnel3. Local residents4. Attraction websites5. NL Traveller’s Guide
TOP SOURCES FOR SELECTINGACCOMMODATIONS
Top sites of interest include East Coast Trail, Gros Morne National
Park, and St. John’s
Hiking & Camping
VACATION VISITOR PROFILE | INTERNATIONAL