I Feel Safe to Travel

Compared to the previous week, Canadian residents feel more safe travelling domestically. There were notable improvements in the percentage of residents that stated they feel safe to travel inter-provincially in Alberta, Manitoba, Ontario, and Quebec. Atlantic Canadian residents’ feelings of safety towards all travel destinations remained stable. Alberta residents surpassed Atlantic Canadian residents as the most likely to feel safe travelling within their province this week:

  • 77% somewhat/strongly agree that they feel safe travelling to communities near them.

o    Up from 74% during Feb. 16.

o    79% of Alberta residents feel safe (high point of range) travelling to communities near them and 60% of Saskatchewan/Manitoba residents feel safe (low point of range).

  • 65% somewhat/strongly agree that they feel safe travelling to communities within their province.

o    This is flat from Feb. 16 results.

o    67% of Alberta residents feel safe (high point of range) travelling to communities within their province and 53% of British Columbia residents feel safe (low point of range).

Atlantic Canadian residents are once again the most likely to feel uncomfortable travelling to other provinces or territories in Canada and internationally.

  • 17% somewhat/strongly agree that they feel comfortable travelling to other Canadian provinces or territories.

o    Alberta residents are the most likely to feel safe travelling to other provinces or territories in Canada at 48%.

  • 9% somewhat/strongly agree that they feel comfortable travelling to the United States.

o    This was the lowest mark in the country. Alberta residents were the most likely to feel comfortable travelling to the United States at 19%.

  • 9% somewhat/strongly agree that they feel comfortable travelling to other international destinations.

o    Alberta residents were the most likely to feel comfortable travelling to other international destinations at 20%.

Receptivity to Advertising

Overall, Canadian residents are likely to be happy when they see an advertisement promoting their community as a destination to visitors from within their province. They are also likely to be unhappy when they see an advertisement promoting their community as a destination to visitors from other parts of Canada or internationally.

Atlantic Canadian residents are the most likely in the country to be happy seeing an advertisement promoting their community to visitors from within their province:

  • Atlantic Canadian residents reported a +50 net level of happiness if they saw an advertisement promoting their community to visitors from other communities near them. Note: net level of happiness is equal to the total of very happy and happy less the total of very unhappy and unhappy.

o   British Columbia residents reported the lowest net level of happiness for this category at +12.

  • Atlantic Canadian residents reported a +29 net level of happiness if they saw an advertisement promoting their community to visitors from other parts of their province.

o    Ontario residents reported the lowest net level of happiness for this category at +3.

Atlantic Canadian residents are the most likely in the country to be unhappy if they saw an advertisement promoting their community as a destination to visitors from outside of their province:

  • Atlantic Canadian residents reported a -35 net level of happiness if they saw an advertisement promoting their community to visitors from other parts of Canada.

o    Alberta residents were the most likely to be happy in this category with a net level of happiness of +7.

  • Atlantic Canadian residents reported a -54 net level of happiness if they saw an advertisement promoting their community to visitors from the United States.

o    Residents from all provinces reported a negative net level of happiness for this category.

  • Atlantic Canadian residents reported a -55 net level of happiness if they saw an advertisement promoting their community to other countries.

o    Residents from all provinces reported a negative net level of happiness for this category as well.

 

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