I Feel Safe to Travel

We continue to see fluctuations in the level of safety Canadians feel travelling. With the exception of Ontario residents, Canadians have reported minor improvements in the level of safety they feel travelling to Canadian destinations compared to January 5th results.

When compared to other Canadian residents, Atlantic Canadians continue to be the most likely to feel comfortable travelling within their own province.

  • 83% somewhat/strongly agree that they feel safe travelling to communities near them. Up from a low of 72% during the Dec. 1st 2020 survey.
  • 71% somewhat/strongly agree that they feel safe travelling to communities within their province. Up from a low of 58% during the Dec. 1st 2020 survey.

When compared to other Canadian residents, Atlantic Canadians continue to be the most likely to feel uncomfortable travelling to other provinces or territories in Canada and internationally.

  • 16% somewhat/strongly agree that they feel comfortable travelling to other Canadian provinces or territories.

o    Alberta residents are the most likely to feel comfortable travelling to other Canadian provinces or territories (46%).

  • 4% somewhat/strongly agree that they feel comfortable travelling internationally.

o    Alberta residents are the most likely to feel comfortable travelling internationally (22%).

Ad Receptivity

With the exception of Ontario, Canadians are reporting positive net levels of happiness when seeing advertisements promoting their community as a destination to locals within their own province. With the exception of Quebec, Canadians are reporting negative levels of happiness when seeing advertisements promoting their community as a destination to residents of other Canadian provinces and internationally.

Net Level of Happiness = total of very happy and happy – total of very unhappy and unhappy.

  • Atlantic Canadians are the most likely in Canada to feel happy seeing their community promoted as a destination to communities near me (+52) and to other parts of their province (+36).
  • Atlantic Canadians are the second most likely in Canada to feel unhappy seeing their community promoted as a destination to other parts of Canada (-28), behind only British Columbia residents (-33).

o    Note, while still negative Atlantic Canadians level of happiness seeing their community promoted as a destination to other parts Canada has improved from a low of -45 during December 1st 2020 survey.

 

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