Nova Scotia Tourism Releases Survey Results

The results of the province's latest visitor exit survey, taken between June and the end of November 2000, have now been analyzed. Visitors to Nova Scotia are staying longer and spending more money while in the province.

"It is extremely interesting to see that both length of stay and expenditures have increased significantly since 1992," said Rodney MacDonald, Minister of Tourism and Culture. Results from the visitor exit survey show that average per-party expenditures grew by 34 per cent from $704 to $944 over the past eight years, while length of stay increased to 6.5 nights from 6 nights in 1992.

"This is great news," says Paul Stackhouse, chair of the Tourism Partnership Council. "These results prove that we are fulfilling our mission of attracting more visitors and increasing the amount they spend."

The 2000 Visitor Exit Survey was conducted by the Department of Tourism and Culture between June 5 and Nov. 30, 2000. A total of 4,000 interviews were conducted with visitors as they left the province at Yarmouth, Digby, Caribou, North Sydney, Halifax International Airport and the Highway 104 Cobequid Toll Plaza, 60 kilometres south of Amherst.

The data gathered from the survey also offers valuable insight into the type of people who visit Nova Scotia.

"The results of this survey contain a wealth of information to help attract visitors to the province and extend their stay," said Mr. MacDonald. "Understanding why visitors come, what they do when they get here and how long they are staying will help this industry tailor its programs and continue to grow."

Results of the visitor exit survey showed that 22 per cent of pleasure travellers chose Nova Scotia as their vacation destination because they wanted to visit Atlantic Canada, while 17 per cent came for the general scenery and sightseeing. Another 10 per cent came to visit friends or relatives. Only 10 per cent of those surveyed had never been to Nova Scotia before and another 10 per cent came to visit a specific area or location within the province.

The survey showed that the internet was the most popular means to gather pre-trip information on Nova Scotia. The survey also found that visitors to Nova Scotia are more likely to be travelling with other adults than with children.

Sightseeing and leisure hiking are top activities for visitors. An impressive 72 per cent went sightseeing, and 55 per cent hiked or walked. Another 55 per cent of respondents visited friends or relatives, while 51 per cent went shopping. Visiting craft shops and studios was another popular activity for 45 per cent of the survey's respondents.

Fall colours and cooler weather are the main reasons pleasure visitors travel to Nova Scotia in the fall. The colours prove to be a popular attraction: 25 per cent of fall travellers come for the autumn leaves, and 16 per cent for the cooler weather.

"This data will play a major role in developing our tourism industry," said Mr. Stackhouse. "With these results, tourism operators can learn the patterns of our visitors and can adjust their businesses to better suit the needs of tourists encouraging them to stay even longer in the province."

The Nova Scotia Tourism Visitor Exit Survey is conducted every four years to update key tourism statistics that are used to calculate industry activity. For example, the survey measures both party size and average expenditures, which are used to determine the size and performance of Nova Scotia's tourism industry.

The survey also provides trip and visitor profile information. It collects useful data related to the purpose of respondents' visits and their activities and experiences.

Detailed results from the 2000 Nova Scotia Tourism Visitor Exit Survey will be discussed at the session on understanding visitors that will take place during the annual Tourism Conference and Trade Show Nov. 3 through Nov. 6 at the Westin Nova Scotian, 1181 Hollis St., Halifax.

Nova Scotia's billion-dollar-plus tourism industry translates into jobs for more than 34,000 Nova Scotians. Tourism is also a significant export industry, with more than half of the money generated coming from outside the province.