I Feel Safe to Travel

Generally, Canadians feel safe travelling within their own provincial border with notable drops the further you travel from home. Atlantic Canadian residents’ are the most likely to feel comfortable travelling within their province in Canada:

  • 83% somewhat/strongly agree that they feel safe travelling to communities near them.

o    Alberta residents are the next most likely, with 71% stating they feel safe travelling to communities near them.

  • 71% somewhat/strongly agree that they feel safe travelling to communities within their province.

o    Alberta residents are the next most likely with 68% stating they feel safe travelling within their province.

o    British Columbia residents are the least likely to feel comfortable travelling within their province with half (50%) stating they feel comfortable.

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

  • 20% somewhat/strongly agree that they feel comfortable travelling to other Canadian provinces or territories.

o    Alberta residents continue to be the most likely to feel comfortable travelling to other Canadian provinces or territories, by a notable margin, at 50%.

  • 6% somewhat/strongly agree that they feel comfortable travelling to the United States and internationally.

o    Quebec residents are the most likely to feel comfortable travelling internationally (~21%).

Receptivity of Advertising

Atlantic Canadian residents are the most likely in the country to be happy to see advertisements promoting their community as a destination within their province:

  • Atlantic Canadians reported a net level of happiness (total of very happy and happy less total of very unhappy and unhappy) of +57 when seeing advertisements promoting their community as a destination to communities near them.

o    This is up from +46 during Jan. 28th, 2021.

o    The next closest province was Quebec at +29.

  • Atlantic Canadians reported a net level of happiness of +37 when seeing advertisements promoting their community as a destination to other parts of their province.

o    The next closest province was Quebec and Alberta, both at +20.

o    Ontario (-4) and British Columbia (-3) residents both reported negative net levels of happiness on this metric.

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

  • With a -24 net level of happiness, Atlantic Canadians were the second most likely in the country to be unhappy to see advertisements promoting their community as a destination to other parts of Canada.

o    SK/MB were the most likely to be unhappy on this metric at -27.

  • With a -60 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.

 

View full report here