I Feel Safe to Travel

Overall, Canadians feelings of safety towards travel improved compared to the previous week. Residents in most provinces reported increased feelings of safety towards travel for domestic destinations. Compared to the previous week, only Alberta residents reported a decline in the level of safety they feel towards travel to other provinces or territories in Canada (i.e. inter-provincial).

Atlantic Canadian residents’ have retaken the lead as the most likely to feel comfortable travelling within their province in Canada:

  • 86% somewhat/strongly agree that they feel safe travelling to communities near them.

o    This is up from 79% the previous week and is the highest mark achieved since Nov. 10, 2020.

  • 77% somewhat/strongly agree that they feel safe travelling to communities within their province.

o    This is up from 68% the previous week and is also the highest mark achieved since Nov. 10, 2020.

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:

  • 24% somewhat/strongly agree that they feel safe travelling to other provinces or territories in Canada.
  • Despite this being a low mark compared to residents of other provinces, 24% is the highest mark achieved for Atlantic Canada on this measure since Nov. 10, 2020.
  • Alberta residents are the most likely to be comfortable travelling inter-provincially within Canada. 53% somewhat/strongly agree that they feel safe doing so.

Receptivity to Advertising

Atlantic Canadian residents continue to lead the country as the most likely to be happy when seeing an advertisement 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 +54 when seeing advertisements promoting their community as a destination to communities near them.

o    This is up slightly from +50 during Feb. 23.

  • Atlantic Canadians reported a net level of happiness of +45 when seeing advertisements promoting their community as a destination to other parts of their province.

o    This is a large jump from the +29 reported during Feb. 29th and is the highest mark since Nov. 3, 2020.

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 -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.

o    Residents from Quebec (+18) and Alberta (4) were the only ones to report a positive net promoter score for this metric.

  • With a -53 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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