Tourism Divisions

International Sales and Marketing

Canadian Visitation and Spending

466,100 Canadians traveled to Virginia in 2006, remaining constant with the number of visitors in 2005.  Spending by Canadian visitors to Virginia increased by 10.8% in 2006 to over $83 million.  Canada remains the top international country of visitor origin for Virginia.    
           Source:  Figures obtained from Statistics Canada and Continental Research.

Virginia markets itself to Canada with the support of one dedicated sales person and two in-market representatives.  The marketing strategies for Canada are based on the following research:

• Traveling for vacation was the primary trip purpose for 71% of total visits to Virginia by Canadian travelers.
• The Canadian provinces of Ontario (63%) and Quebec (29%) were the origins for approximately 92% of visitors to Virginia.    
• Top activities enjoyed by Canadians who vacation in Virginia include: Shopping, sightseeing, visiting friends or relatives and participating in sports/outdoor activities

Primary Target Market	Secondary Target Market
Ontario	Quebec
Origin	Origin
63% of ALL Canadian person-visits are from Ontario	29% of ALL Canadian person-visits are from Quebec
Spending	Spending
Over $52 million in spending. (63% of the total spending)	$20 million in spending from visitors. (24% of total spending)
38% spend over $300 CDN 62% spend under $300 CDN	31% spend over $300 CDN 69% spend under $300 CDN
When visiting	When visiting
Year-round visitor with less coming during the third quarter	Winter and summer visitors – 35% of visits are in the first quarter, followed by 31% of visits in the third quarter.
Length of Stay	Length of Stay
Average visit length 2.85 nights	Average visit length 3.14 nights
50% of trips include only one night	37% of trips include only one night
23% of trips are 2 nights in length	43% of trips are 2 nights in length
Trips of 7-9 nights in length account for 23% of all visit-nights	Trips of 7-9 nights in length account for 22% of all visit-nights
Mode of Travel	Mode of Travel
Auto traveler – 87% of visits come by auto	Auto traveler – 81% of visits come by auto
Travel Party Composition	Travel Party Composition
Average travel party size 2.24	Average travel party size 2.38
Couples – 52% of all visits are 2 adult travel parties	Couples – 47% of all visits are 2 adult travel parties
Families – 38% of all visits are 3+ travel party size	Families – 42% of all visits are 3+ travel party size
Age of Traveler	Age of Traveler
81% of visitors are 35 years or older	80% of visitors are 35 years or older
60% of visitors are 35 – 64 years or older	59% of visitors are 35 – 64 years or older
13% of visitors are under 20	13% of visitors are under 20
21% of visitors are over 65	22% of visitors are over 65
23% of travel parties are traveling with children	22% of travel parties are traveling with children

Source: Statistics Canada 2006
NOTE: Statistics Canada provides only Province of origin data.  No specific City origins are available.