Amid rising COVID-19 cases across the country, feelings of safety have gone down for some regions, but the receptivity to advertising is not necessarily following in lockstep, suggesting that Canadians’ confidence toward travel prospects later this year remain relatively stable.

I Feel Safe to Travel

Except for Alberta residents, there were drops in feelings of safety towards out-of-province travel across Canada. This drop was most significant in Atlantic Canada where only 22% of residents are likely to feel safe traveling outside their home province, down from 32% during March 23rd.

Atlantic Canadian residents’ continue to be the most likely in Canada to feel safe travelling within their province, by a notable margin:

  • 91% somewhat/strongly agree that they feel safe travelling to communities near them.

o   This is the highest mark achieved since tracking began on September 15th, 2020.

o   British Columbia residents were the next most likely to feel safe travelling within their province at 80%.

  • 76% somewhat/strongly agree that they feel safe travelling to communities within their province.

o   Alberta residents are the next most likely to feel safe travelling to communities within their province at 66%.

Compared to the rest of the country, Atlantic Canadian residents are the least likely to be comfortable traveling to other provinces or territories in Canada:

  • 22% somewhat/strongly agree that they feel safe travelling to other provinces or territories in Canada.
  • Alberta residents are the most likely to be comfortable travelling inter-provincially within Canada by a notable margin with 54% that somewhat/strongly agree that they feel safe doing so.

Receptivity to Advertising

Following a similar pattern to comfort to travel, Atlantic Canadians are very receptive to advertising their community as a destination to communities near them and within their province but remain likely to be unhappy to see advertisements that promote their community as a destination outside of their province.

  • Atlantic Canadians reported a net level of happiness (total of very happy and happy less total of very unhappy and unhappy) of +54 when seeing advertisements promoting their community as a destination to communities near them, representing 63% of respondents.

o   Ontario (+12) and BC (+12) reported the lowest net level of happiness on this metric.

  • Atlantic Canadians reported a net level of happiness of +41 when seeing advertisements promoting their community as a destination to other parts of their province, representing 54% of respondents.

o   Ontario (+1) reported the lowest net level of happiness on this metric.

  • With a -23 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. This represents 47% of respondents who said they were unhappy or very unhappy.

o   Residents from Quebec (+16) and Alberta (+9) were the only ones to report a positive net level of happiness for this metric.

  • With a -48 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.

o   All Canadian regions reported negative net levels of happiness on this metric.

 

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