Destination Canada Weekly COVID-19 Resident Sentiment
The current Weekly COVID-19 Resident Sentiment study was in market the week preceding January 05th, 2021. The study measures Canadian residents’ sentiments of travel including their level of comfort traveling and level of welcome towards visitors from various levels of geography. The following points summarize the results of the survey at a high level, and the full report is attached.
I Feel Safe To Travel..
Across the country, sentiments of safety towards travelling and the level of welcome towards visitors has decreased or has not changed from the previous weekly resident sentiment results. This trend appears to follow the number of new COVID-19 cases as Canada continues to experience rising cases in the current wave. Long term trends in Canadians’ travel sentiments have been vulnerable to shifts as uncertainty and changing developments in the COVID-19 pandemic continue.
Atlantic Canadians, compared to other provinces in Canada, continue to report the highest levels of feeling safe to travel within their province
- 77% somewhat/strongly comfortable to travel to communities near me (down from a high of 89% in early November)
- 67% somewhat/strongly comfortable to travel to communities elsewhere in the province (down from a high of 86% in early November)
Atlantic Canadians, compared to other provinces in Canada, continue to report the lowest levels of feeling safe to travel to other provinces/territories in Canada and internationally.
- 14% somewhat/strongly comfortable to travel to other Provinces/Territories
- 5% somewhat/strongly comfortable to travel to the U.S.
- 5% somewhat/strongly comfortable to travel to other international destinations
For Atlantic Canadians, feelings of safety towards all travel destinations has not changed significantly from the previous study period, though feelings of safety towards travelling to other provinces, the U.S., and internationally have decreased.
Quebec and Ontario have both reported significantly lower levels of comfort travelling within their respective provinces compared to the previous study period. Alberta is reporting significantly lower feelings of safety travelling to all Canadian destinations compared to the previous study period.
In most provinces, rural residents tend to feel safer travelling to communities within their province that urban residents. In Atlantic Canada, the sentiment is about the same between urban and rural residents.
Level of Welcome Towards Visitors..
Atlantic Canadians, compared to other provinces/territories in Canada, have the highest levels of welcome towards visitors from communities within their province.
- 70% somewhat/strongly welcoming to visitors travelling from “other communities near me” (down from a high of 81% in early September)
- 64% somewhat/strongly welcoming to visitors travelling from “other parts of my Province” (down from a high of 80% in late September).
Alternatively, Atlantic Canada has the lowest levels of welcome towards visitors from other provinces and internationally. This may be an effect of the lower incidence of COVID-19 cases in their Atlantic Region compared to other parts of the country and internationally.
- 12% somewhat/strongly welcoming to visitors travelling from other Provinces/Territories (down from a high of 33% in early August).This represents a significant decrease from the previous study period (early December) where the level of welcome for visitors from other Provinces/Territories was 24%.
- 8% somewhat/strongly welcoming to visitors travelling from the U.S. (down from a high of 13% in early August and 12% in early December)
- 6% somewhat/strongly welcoming to visitors travelling from other international destinations (down from a high of 12% in early August and 10% in early December).
Alberta and Ontario both experienced significantly reduced levels of welcome to visitors from within their own Provinces in the current survey period.
Leger – Weekly North American Tracker
- Among the things that Canadians are most excited to do once COVID restrictions are relaxed, “take a vacation” ranked number two behind “see your friends and family members”.
- When a vaccine is approved by Health Canada and is available to the population, 71% of Canadians indicated that they intend to get the vaccine.A further 14% of Canadians were undecided.
o Atlantic Canadians, along with residents of Saskatchewan and Manitoba, had the highest rate of intention to vaccinate at 78%
o Vaccination intention rates among Canadians are higher than the previous study period and are trending upwards
- Atlantic Canadians remain fearful of contracting COVID-19. Approximately 67% of Atlantic Canadian residents are likely to be personally “very” or “somewhat afraid” of contracting the virus. The national average is 61%.
- 50% of Canadians feel that we are in the worst period of the COVID-19 crisis currently.This response is trending upwards, while the response of “the worst of the crisis is yet to come” is trending down.
- Atlantic Canadians are generally satisfied with measures put in place by government to fight the COVID-19 pandemic:
o 80% of Atlantic Canadians are satisfied with federal government measures
o 78% of Atlantic Canadians are satisfied with provincial government measures
o 73% Atlantic Canadians are satisfied with local or municipal government measures
Leger – Weekly North American Tracker
- Level of comfort towards activities is very closely in line with the previous study period.
- Atlantic Canadians are more comfortable than the average Canadian respondent with:
o Shopping at the mall (ATL = 72%; CAN avg= 63%) (statistically significantly higher)
o Allowing in-home renovations (ATL = 69%; CAN avg = 62%) (statistically significantly higher)
o Dining-in at restaurants (ATL = 61%; CAN avg = 57%)
o Going back to the workplace (ATL = 47%; CAN avg = 44%)
o Attending large gatherings (ATL = 28% ; CAN avg = 24%)
- Atlantic Canadians are less comfortable than the average Canadian respondent with:
o Going to the gym/fitness facilities (ATL = 21% ; CAN avg = 29%) (statistically significantly lower)
o Travelling to the U.S. (ATL = 12% ; CAN avg = 21%)
o Flying on an airplane (ATL = 28% ; CAN avg = 32%)
o Using public transit (ATL = 21% ; CAN avg = 26%)
Click HERE to view Leger National weekly pandemic tracker Level of Comfort with Activities Jan 5 2021
Click HERE to view Leger’s Weekly Survey Report – January 5 2021
Click HERE to view Resident Sentiment Tracking – January 5 – Bilingual