For Atlantic Canadians, feelings of safety travelling are slightly lower than the previous week, and receptivity to advertising has decreased towards all domestic regions and internationally.

I Feel Safe to Travel

Compared to the April 20th survey results, Atlantic Canadians’ feelings of safety toward travel remained stable. It is worth noting that Atlantic Canadians feelings of safety toward domestic travel had been trending up since mid-to-late February, but have retracted partially over the past two weeks:

  • 81% somewhat/strongly agree that they feel safe travelling to communities near them.

o   This is the highest mark in the country and has grown from 74% on February 9th.

o   Quebec reported the lowest levels on this metric at 60%.

  • 73% somewhat/strongly agree that they feel safe travelling to communities within their province.

o   This is also the highest mark in the country and has grown from 65% on February 9th.

o   Ontario reported the lowest levels on this metric at 51%.

  • 18% somewhat/strongly agree that they feel safe travelling to other provinces or territories in Canada.

o   This is the lowest mark in the country and down from 32% on March 23rd.

o   Alberta reported the highest mark for this metric at 49%.

Compared to the rest of the country, Atlantic Canadian residents are the least likely to feel safe traveling internationally:

  • 11% somewhat/strongly agree that they feel safe travelling to the United States

o   This is the lowest mark in the country.

o   Alberta reported the highest mark for this metric at 33%.

  • 12% somewhat/strongly agree that they feel safe travelling internationally.

o   Alberta reported the highest mark for this metric at 26%.

Receptivity to Advertisement

Atlantic Canadians continue to look positively towards advertising of their community locally and negatively towards advertising their community to other parts of Canada and abroad.  However, compared to the previous period (week of April 6th), Atlantic Canadians receptivity to advertisements have dropped for all domestic regions and internationally.  This trend is generally consistent across Provinces, with the exception of Alberta.

  • Atlantic Canadians reported a net level of happiness (total of very happy and happy less total of very unhappy and unhappy) of +33 when seeing advertisements promoting their community as a destination to communities near them.

o   This is down from +54 during the previous period on April 6th.

o   This is the second highest net level of happiness in Canada, behind Alberta (+35) for “communities near me”.

  • Atlantic Canadians reported a net level of happiness of +28 when seeing advertisements promoting their community as a destination to other parts of their province.

o   This is down from +41 during the previous period on April 6th.

o   BC (-19) and ON (-2) both report negative values for net level of happiness for “other parts of my province”.

  • Atlantic Canadian residents are likely to be unhappy to see advertisements promoting their community as a destination outside of their province:

o   With a -35 net level of happiness, Atlantic Canadians were the most likely in the country to be unhappy to see advertisements promoting their community as a destination to other parts of Canada. Residents from Quebec (+8) and Alberta (+2) were the only ones to report a positive net promoter score for this metric.

o   With a -59 net level of happiness, Atlantic Canadians are the most likely in the country to be unhappy to see advertisements promoting their community as a destination internationally. All Canadian regions reported negative net levels of happiness on this metric.

 

View full report here