PROFILE OF
2007CANADIAN VISITORS
TO NEW HAMPSHIRE
Prepared for
The New Hampshire Division of
Travel and Tourism Development
by
Dr. Mark J. Okrant
The Institute for New Hampshire Studies
PlymouthState College
Plymouth, New Hampshire
03264
September, 2008
Institute for New Hampshire Studies
17 High Street, MSC #39
Plymouth, New HampshireUSA 03264
603.535.2364 603.535.2351 (fax) plymouth.edu/inhs
PROFILE OF
2007CANADIAN VISITORS TO NEW HAMPSHIRE
OBSERVATIONS
- Visitation Characteristics.
Since 2004, particularly during the past two years (2006 and 2007) Canadians’ visits to the United Stateshave increasedmeasurably. Since 2003, the increase of overnight visitors to the U.S. has been an incredible 92 percent. This is, in large part, a response to currency exchange rates, as well as the increasing favorability of gasoline prices on the U.S. side of the border.
During 2007, New Hampshire hosted 461 thousand overnight visitors. The increase in overnight visits to New Hampshire (+28%) was substantially greater than visitation in the New England region (+16%). Moreover, 15.9 percent of all Canadians who stayed overnight in New England spent one or more nights in New Hampshire. This percentage was only exceeded during 2004 [note: INHS has been collecting Canadian travel data since 1988].
During 2007, per person expenditures increased by 9 percent compared to 2006 ($238 vs. $218), as the exchange rate for a Canadian dollar reached 93cents US.
Compared to its northern New England neighboring states, New Hampshireexperienced the highest rate of increase in overnight Canadian visitation, relative to 2006. Overnight visitation increased by 28 percent, compared to 19 percent by both Vermont and Maine. New Hampshire’s market share of Canadian visitors to New England was 18.7 percent during 2007, a very encouraging 30 percent increase relative to 2006 (14.4 % market share). Moreover, the state experienced the greatest increase in market share in northern New England, relative to 2006 figures (NH=+19%, VT=10%, ME=+9%).
- Party Characteristics and Demographics
Holiday and vacation travel (59%) remained the principal purpose of Canadians’ trip occasions, while a substantial proportion reported that they traveled to New Hampshire in order to visit their friends and relatives (15%), and
to attend events and attractions (10%).
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The primary sources of Canadian visitors during 2006 were residents of Quebec(48%) and Ontario(23%) provinces; Nova Scotia14%) and New Brunswick(11%) remained principal secondary markets. Only British Columbia and Manitoba sent fewer visitors to New Hampshire; most provinces engendered significant increases in visitation, with visitation from New Hampshire’s two leading markets increasing by nearly one-third (Quebec= +30%, Ontario= +32%).
Approximately three-of-fourovernight Canadian visitors traveled to New Hampshire by automobile. Holiday airplane travel exhibited a measurable decline in importance(-89%) as a conveyance to the state during 2007,while bus travel increased substantially (+159%); perhaps this is fall out from WHTI policies and discussion.
Hotels/motels continued to be the accommodations of choice of more than one-half (55%) of all pleasure/vacation travelers. Combinations of lodging facility types were used by 13 percent, while campgrounds were the third most popular form (11%).
The average travel party size of overnight Canadian travel parties was 2.4 persons, 2.6 for pleasure/holiday seekers.
More than two-fifths of travel parties were comprised of two adults, a 17 percent increase compared to 2006.Parties of three or more adults without children comprised another 33 percent of all visitors. Parties with children experienced a 6 percent decrease compared to 2006.
There was a substantial increase in the proportion of overnight pleasure/holiday trips that were 1 night (28%, +217%) and 2 nights (33%, +75%). The average length of an overnight stay decreased by 10 percent during 2007 (2.7 nights) compared to 2006 (3.0 nights).
Females comprised a small plurality of overnight visitors to New Hampshire (47 vs. 45%).
People in the 55-plus age groups represented nearly 30 percent of visitors to the U.S., an 18.5 percent increase vs. 2006.
- Seasonality
Three-fifths(60%) of all Canadian overnight holiday/pleasure visits occurred during the summer season; spring visits were second(21%). The largest increase in total visitation relative to 2006 was during the fall season (+77%), while increases in total visitation occurred during spring (23%) and summer (19%). Total (-49%) and proportional (-58%) visitation decreased markedly during winter.
- Spending
The average overnight pleasure/vacation traveler from Canada spent $242 US while visiting New Hampshire during 2007; this represents a 4 percent increase versus 2006($233 US).
87 percent of all parties expended in excess of $200 (CDN), compared to 83% during 2006.
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THE DATA
Visits to the U.S.by Canadians increased by 10.5 percent during 2007 relative to 2006 [Table 1].
Table 1
All Canadian Visitors to the U.S. 1995-2007
One or More Nights
Visitors* % Change
1995 14,663 - 2.1
1996 15,127 + 3.2
199713,430 - 11.2
199814,116 + 5.1
199914,110 - 0.0
200014,666 + 3.9
200113,527 - 7.8
200213,025- 3.7
200312,666 - 2.8
200413,849+ 9.3
200514,862+ 7.3
200621,987+47.9
200724,297+10.5
* thousands of visits
Source: International Travel Survey: Canadian Residents, Statistics Canada (2007)
During 2007, New Hampshire hosted approximately 461 thousand overnight visitors from Canada, versus 260 thousand during 2006 Compared to 2006, visits to New Hampshire increased at a greater rate than in New England as a whole. Also, the state’s market share of Canadians visiting the region reached nearly 16 percent [Table 2].
Table 2
Overnight Visits to New England and New Hampshire by Canadians
1988-2007
Visitors %Change
YearNEng* NH* NEng NH NH as % of NEng
19882,647 324 - - 12.2%
19892,890 374 9.2%15.4%12.9%
19903,145 415 8.8%11.0%13.2%
19914,062 599 29.2%44.4%14.5%
19923,611 541 -11.1% - 9.7% 15.0%
19933,203 449 -11.3% -17.1%14.0%
19942,623 345 -18.1% -23.2%13.1%
19952,679 418 2.1% 21.2%15.6%
19962,700 405 0.8% - 3.1% 15.0%
19972,659 313 - 1.5% -22.7% 11.8%
19981,753 256 -34.1% -18.2% 14.6%
19992,136 306 +21.8% +19.5% 14.3%
20001,968 299 - 7.9% - 2.3% 15.1%
20012,128 294 + 8.1% - 1.7% 13.8%
20022,066 239 - 2.9% -18.7% 11.6%
20032,068 311 + 0.1% +30.1% 15.0%
20041,930 329 - 6.7% + 5.8% 17.0%
20052,390 329 +23.8% + 0.1% 13.8%
20062,503 360 + 4.7% + 9.4%14.4%
20072,896 461 +15.7% +28.1% 15.9%
*thousands of visits
Source: International Travel Survey: Canadian Residents, Statistics Canada (2007)
Compared to 2006, total visits to New Hampshireby Canadians increased in 2007, by 19.2 percent; overnight visitation increased by 28.1 percent during the same period [Table 3].
Table 3
Canadian Visitors to New Hampshire
Total and One or More Nights 2007
TOTAL ONE OR MORE NIGHTS
Visits*% ChangeVisits* % Chg % of US Total
2000 811 - 14.5% 299 -26.2% 2.0%
2004 794 - 2.1% 329 +10.0% 2.4%
2005 875 +10.2% 329 + 0.1% 2.2%
2006 852 - 2.6% 360 + 9.4% 1.6%
20071,016 +19.2% 461 +28.1% 1.9%
*thousands of visits
Source: International Travel Survey: Canadian Residents, Statistics Canada (2007)
During 2007, overnight expenditures by Canadian visitors to New Hampshireincreased by 33 percent (from $89 million CDN to $118 million CDN), compared to 2006. The average expenditure by Canadians who stayed overnight in the state increased by approximately $20 (US), from $218to $238(US) per person per visit [Table 4].
Table 4
Canadian Overnight Visitors to New Hampshire
and Expenditures Made--1993-2000, 2004- 2007
Overnight Expenditures Ave. Expend. Exchange Ave.
Visitors (000s) ($ Millions CDN) Per Person (CDN) Rate Per Person (US)
1993 449 $75 $167 .755 $126
1994 345 $52 $151 .731 $110
1995 417 $72 $173 .737 $128
1996 405 $63 $156 .739 $115
1997313$52 $168 .710 $119
1998256$43 $169 .648 $110
1999306$58 $190 .676 $128
2000299$54 $183 .647 $132
2004329$70 $212 .768 $163
2005 329 $66 $201 .829 $167
2006360$89 $248 .879 $218
2007461$118 $255 .932 $238
* revised per person expenditure data
Source: International Travel Survey: Canadian Residents, Statistics Canada (2007)
Increased spending was in response to a further 4 percent increase in the relative value of the Canadian dollar [Table 5] and the greater relative cost of a gallon of gasoline within Canada, both of which increased the value of traveling within the U.S. [Table 6].
Table 5
Average Annual Exchange Rate
(value of Canadian $ in U.S. currency)
1993 .7551998.6482003.716
1994 .7311999 .676 2004 .768
1995 .7372000 .647 2005 .829
1996 .7392001.6472006 .879
1997 .7102002.6362007 .932
Table 6
Relative Cost of Gasoline
Summer 2005-2008
Ave cost/literTranslated into Cost gas in Canada
Year Ave. $/gal. NH in $Canada------ per gallon US$ cost vs.U.S.
2005 $2.25 $0.91 $2.84 +0.59US
2006 $2.98 $1.08 $3.32 +0.34US
2007 $2.95 $1.06 $3.76 +0.81US
2008 $3.65 $1.40 $4.93 +1.28US
Compared to its northern New England neighboring states, New Hampshire experienced the highest rate of increase in overnight Canadian visitation, relative to 2006. New Hampshire’s market share remained slightly below 2 percent (1.9); however, the state experienced the greatest increase in market share in northern New England, relative to 2006 [see Table 7].
Table 7
Canadian Overnight Visitors—Comparative Data 2006 and 2007
New Hampshire – Maine – Vermont
NH ME VT
2006 2007 %chg. 2006 2007 %chg. 2006 2007 %chg.
Overnight Visits* 360 461 +28.1% 746 887 +18.9% 642 765 +19.2%
Market Share 1.6% 1.9% +18.8% 3.4% 3.7% +8.8% 2.9% 3.2% +10.3%
*Visits in 000’s
Source: International Travel Survey: Canadian Residents, Statistics Canada (2006 and 2007)
During 2007, 59.4 percent of all overnight trips to New Hampshire by Canadians was for holidays/pleasure. There was a 142 percent increase in respondents who reported shopping as a purpose for visiting the state[Table 8].
Table 8
Purposes for Travel to New Hampshire
by CanadianVisitors—2007
Canada
Holiday/vacation59.4%
Visit friends/relatives14.9
Attend events/attractions10.1
Transit to/from Canada 5.4
Shopping 2.9
Meetings 1.6
Personal (medical, wedding) 1.6
Conv./conf./seminar 0.7
Visit 2nd home/condo 0.6
Others 3.8
Source: International Travel Survey: Canadian Residents, Statistics Canada (2007)
New Hampshire’s 2007market share of Canadian visitors to New England was 18.7 percent during 2007, a very encouraging 30 percent increase relative to 2006 (14.4 % market share). Among the five leading provincial markets, New Hampshire attracts its largest proportion of Canadians visiting New England from Nova Scotia (33%) and Ontario (19%). The state’s market share of Quebecois (17%) is slightly below the state’s overall market share of Canadian visitors to the New England region (19%) [Table 9].
Table 9
Sources of
Canadian Overnight Visitors to New Hampshire—2007
Total Visitors % of NH’s Market Share
From to NH NH Total NEng Total of New Eng. Visitors
CANADA461,200 100.0 2,461,800 +18.7%
Quebec219,100 47.5 1,292,200 +17.0%
Ontario106.900 23.2 577,800+18.5%
Nova Scotia 62,300 13.5 188,100+33.1%
New Brunswick 41,800 11.6 269,100+15.5%
British Columbia 8,000 1.7 47,000+17.0%
Pr. Edward Island 4,000 0.8 21,100+19.0%
Alberta 6,000 1.3 40,200+14.9%
Newfoundland 3,300 0.7 8,800+37.5%
Manitoba 300 0.1 7,200+ 4.2%
Saskatchewan 2,200 0.4 7,100+31.0%
Source: International Travel Survey: Canadian Residents, Statistics Canada (2007)
Approximately 76 percent of all overnight Canadian visitors and 75 percent of holiday visitors traveled to New Hampshire by means of automobile during 2007.The proportion of holiday travelers arriving by airplane dropped from 12.7 percent in 2006 to 1.4 percent in 2007. 5.7 percent of all 2007 travelers traveled to New Hampshire by bus, compared to 2.2 percent during 2006 [Table 10]. This appears to be in response to the WHTI initiatives, a greater issue in air travel.
Table 10
Transportation Modes to New Hampshire
by Canadian Overnight Visitors—2007
TotalHolidays
Automobile76.3% 74.9%
Airplane 3.6 1.4
Bus 4.8 5.7
Source: International Travel Survey: Canadian Residents, Statistics Canada (2007)
More than 50 percent of Canadian overnight pleasure/holiday visitors stayed in hotels or motels while traveling in New Hampshire during 2007. People staying in combinations of accommodations increased markedly [Table 11].
Table 11
Accommodation Types
All Overnight Trips to New Hampshire by Canadians
2006 vs. 2007
Total Holidays
2006 20072006 2007
Hotel/Motel53.1% 52.0%56.3% 54.7%
Home of fr/rel 9.4 9.0 2.3 1.6
Campground 8.8 8.311.6 11.1
Combinations 9.1 11.6 7.9 12.8
Cottage/cabin 1.6 1.2 1.9 1.4
No type reported 11.2 11.912.2 12.0
Source: International Travel Survey: Canadian Residents, Statistics Canada (2006 and 2007)
The average travel party size of overnight Canadian travel parties was 2.4 persons, 2.6 among holiday travelers.Two person travel parties exhibited the greatest increase in 2007.Parties comprised of couples and three or more adults comprised the vast majority of visitors.
Table 12
Travel Party Size
Overnight Trips to New Hampshire by Canadians
2006 vs. 2007
Total Holidays
2006 20072006 2007
One 7.3% 7.3% 4.5% 4.9%
Two40.6 44.536.2 42.4
Three10.0 9.7 9.8 9.0
Four26.021.528.7 23.6
Five or more 16.117.020.8 20.2
Ave. Party Size 2.5 2.4 2.8 2.6
Source: International Travel Survey: Canadian Residents, Statistics Canada (2007)
Table 13
Composition of Traveling Party
Overnight Trips to New Hampshire by Canadians—2007
TotalHolidays
Travel Alone 5.7% 3.6%
2 Adults 40.6 37.9
3+ Adults 25.7 27.3
2 Adults w/Child(ren) 10.2 13.1
3+ Adults w/Child(ren) 11.110.7
Source: International Travel Survey: Canadian Residents, Statistics Canada (2007)
During 2007, approximately 60 percent of all overnight trips were of 1 or 2 nights duration. The average length of an overnight visit decreased by 10 percent (2.7 vs. 3.0 nights) compared to 2006 [Table 14].
Table 14
Length of Visit for Pleasure/Holiday
Overnight Trips to New Hampshire—2007
Canada
1 night27.6%
2 nights32.5
3 nights22.6
4-6 nights10.3
7-9 nights 4.7
10+ nights 2.3
Mean overnight 2.7
visit nights
Source: International Travel Survey: Canadian Residents, Statistics Canada (2007)
Females continued to comprisea larger proportion of overnight Canadian visitors to New Hampshire during 2007 [Table 15].
Table 15
Sex of Traveler
All Overnight Trips to New Hampshire by Canadians
2007
Total Holidays
Male44.4% 45.4%
Female49.1 47.1
N.R 6.5 7.5
Source: International Travel Survey: Canadian Residents, Statistics Canada (2007)
The age pyramid of Canadian visitors continued to be increasingly top-heavy. People in the 55-plus age groups represented nearly 30 percent of pleasure/holiday visitors to the U.S., an 18.5 percent increase vs. 2006 [Table 16].
Table 16
Age of Travelers
All Overnight Trips to New Hampshire by Canadians
2007
Total Pleasure/Holidays
N.R. 6.5% 7.5%
<2 years 0.9 1.0
2 -11 years 5.1 6.3
12-19 years 4.6 4.4
20-24 years 2.8 3.0
25-34 years 7.9 8.6
35-44 years16.0 18.8
45-54 years20.7 21.1
55-64 years19.5 17.4
65 + years 16.1 12.0
Source: International Travel Survey: Canadian Residents, Statistics Canada (2007)
The largest percentage of overnight travel by Canadians occurred during the summer months (56.1%), which was a4 percentdecrease in the relative importance of this market compared to 2006. Spring remained the second leading period for travel,while winter experienced substantial decline [Table 17].
Table 17
Quarter of Visit for Total Overnight Trips to New Hampshire—2007 vs. 2006
20062007 % chg 07vs.06
Third (Jul-Sep)58.3% 56.1% - 3.8%
Second (Apr-Jun)20.6 21.2 + 2.9
Fourth (Oct-Dec)14.5 20.1 +38.6
First (Jan-Mar) 6.6 2.6 - 60.6
Source: International Travel Survey: Canadian Residents, Statistics Canada (2006 and 2007)
Among pleasure/holiday travelers, fall exhibited the greatest increase in its relative share of visitors, and winter the greatest decrease [Table 18].
Table 18
Quarter of Visit for Overnight Pleasure/Holiday Trips to New Hampshire—2007
20062007 % chg 07vs.06
Third (Jul-Sep)62.2% 60.1% - 3.3%
Second (Apr-Jun)21.3 21.2 - 0.4
Fourth (Oct-Dec)11.7 16.7 +42.7
First (Jan-Mar) 5.0 2.1 -58.0
Source: International Travel Survey: Canadian Residents, Statistics Canada (2007)
Pleasure/Holiday travel to New Hampshire by Canadians increased by 23 percent compared to 2007. Greatest growth occurred during the summer season.There was a substantial decrease in the number of visitors during thefirst three months of 2007 [Table 19].
Table 19
Total Pleasure/Holiday Visits by Quarter
2006 vs. 2007
20062007 % chg 07vs.06
Total (Jan-Dec)262.6323.1 + 23.0
Third (Jul-Sep)163.2194.1 + 18.9
Second (Apr-Jun) 55.8 68.4 + 22.6
Fourth (Oct-Dec) 30.6 54.0 + 76.5
First (Jan-Mar) 13.0 6.7 -48.5
visits in thousands
Source: International Travel Survey: Canadian Residents, Statistics Canada (2006 and 2007)
Spending by Canadians traveling overnight in New Hampshire was $109.6 million (US) during 2007, an increase of 40 percent compared with 2006.Per personexpendituresin New Hampshire by overnight holiday/vacation travelersfrom Canada reached $242 (U.S.), a 4 percent increase compared to 2006[Tables 20 and21].
Table 20
Spending on
All Overnight Trips to New Hampshire
by Canadian Visitors—2006* vs. 2007*
Total Holidays
2006200720062007
$78.4M US$109.6M US$61.2M US$39.1M US
Per Person Per Person
2006200720062007
$218 US$238 US $233 US$242 US
* 2006 ave. value of $1.00 CDN = $ 0.879 US
* 2007 ave. value of $1.00 CDN = $ 0.932 US
Source: International Travel Survey: Canadian Residents, Statistics Canada (2006 and 2007)
DTTD Annual Travel Barometers (2006 and 2007)
Table 21
Spending Distribution in Canadian Dollars
All Overnight Trips to New Hampshire
2006 vs. 2007
TotalPleasure/Holidays
2006 2007 2006 2007
No $ spent 0.4% 0.6% 0.5% 0.5%
< $50 2.3 1.8 0.1 0.3
$50 - 19919.614.616.3 12.0
$200-49932.0 33.729.1 30.7
$500-99917.2 23.720.2 27.0
$1000+28.5 25.633.9 29.6
Source: International Travel Survey: Canadian Residents, Statistics Canada (2006 and 2007)
Conclusions
For the past several years,New Hampshirehassuccessfully lured increasing numbers and proportions of Canadian visitors to stay overnight inside the state’s boundaries.Canada has solidified its position as a significant secondary source of New Hampshire’s visitors. A beneficial exchange rate as well ascomparativelyfavorable gasoline prices within the United States, have made cross-border travel increasingly popular on the part of Canadians. No one can be certain what the impact of variable economic balance, uncertain fuel supplies, and WHTI will be on Canadians’ future decisions to travel. Therefore, for this state to continue to increase its market share of visitors to the region will necessitate a two-pronged marketing-traveler education effort.Through this approach, New Hampshirecan sustain itspresent momentum.
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