Tourism Survey: COVID-19 Wave 1: June/July 2020 Study prepared by MQO for the Tourism Industry Association of PEI

Summary & Highlights: Atlantic Canadians and NL Residents Summary & Key Findings

• Impact on Travel among Atlantic Canadians: COVID-19 has affected the travel plans of a majority of Atlantic Canadians, with a significant share still waiting to see how changing travel restrictions between provinces will impact their plans to travel this summer and fall. Atlantic Canadians are more likely to postpone travel until later in the summer/fall or until 2021, or change destinations, accommodation type, or trip length than to cancel travel altogether. Both Maritime and NL residents are now planning to take fewer trips this summer/ fall than they were before the pandemic, and the purpose of these trips is most likely to be to visit friends or family.

• Current Travel Plans: Prior to COVID-19, NL residents were most likely to be planning travel within the province, to Ontario, the US, , or other international destinations. In light of the current COVID-19 pandemic, NL residents are more likely to still be planning to travel within the province, with some planning to take more than one leisure trip within NL. They are far less likely to still be planning to travel to all other destinations this summer or fall, with the biggest drops seen in intended travel to the US and other international destinations.

• Atlantic Bubble: When asked about their likelihood of visiting other Atlantic provinces given the opening of the Atlantic Bubble on July 3, Maritime residents were much more likely to say they would visit neighbouring Maritime provinces than to visit Newfoundland and Labrador. 12% of Nova Scotia respondents, 14% of respondents, and 11% of PEI respondents said they were very or somewhat likely to visit NL in the summer/fall.

• COVID-19 Safety Measures: When travelling this summer/fall, the most important COVID-19-related safety measures Atlantic Canadians would like to see include physical distancing of guests or visitors, hand sanitizer available, increased cleaning protocols, and mask use for visitors or guests. Atlantic Canadians expressed concern with a number of aspects of travel during COVID-19, with 70% of Atlantic Canadians overall, and 76% of NL residents, very or somewhat concerned about contracting COVID-19 while travelling. They also expressed having concerns about other travellers or locals respecting physical distancing, ensuring businesses have proper health and safety protocols in place, and losing money/deposits if they have to change or cancel travel plans. Summary & Key Findings

• Travel Concerns & Uncertainty: Atlantic Canadians, and particularly NL residents, expressed significant levels of concern with all of the factors probed in the survey, suggesting that Atlantic Canadians are generally approaching potential travel with a substantial degree of uncertainty – they are worried about everything from COVID-19-related safety, to travel logistics (basic services available, attractions opened, wait times, cancellation policies), to whether locals will welcome them to their communities.

• Accommodations: If travelling this summer/fall, Atlantic Canadians said they would feel most comfortable staying at cottages they own or those owned by family or friends. However, a significant share said they would feel comfortable staying in large chain hotels, smaller hotels/motels, private rentals, and campgrounds. Atlantic Canadians were least likely to be comfortable staying at Bed and Breakfasts.

• Transportation: Atlantic Canadians are most comfortable travelling by ferry (while remaining in their vehicle) and with renting a car. Atlantic Canadians overall were slightly less comfortable with travelling by ferry on the passenger deck, with NL residents even less comfortable with this option. Atlantic Canadians are far less comfortable travelling by train, taxi or airplane, and least comfortable with taking public transit.

• Activities & Attractions: As observed in other recent surveys conducted by TCII and Destination Canada, respondents show the highest level of comfort taking part in outdoor activities in uncrowded spaces. They show higher levels of comfort walking, biking, and visiting parks and beaches, than with visiting indoor historic sites, art galleries or museums. Atlantic Canadians are also more comfortable participating in a tour with their own travel party rather than with others not in their party, and prefer to dine outdoors at restaurants. Of note, the travel activities and experiences Atlantic Canadians expressed the greatest level of comfort with during COVID-19 are similar to the travel activities they normally seek out while travelling in the summer or fall within Atlantic Canada irrespective of COVID-19 (culinary experiences, hiking/walking, beaches, coastal sightseeing, parks). • Two thirds of both NL Has COVID-19 affected your overnight pleasure travel plans for the summer residents and Atlantic or fall of 2020? Canadians overall said COVID- 19 has affected their overnight leisure travel plans

• 19% were still uncertain, 65% stating their plans will depend Yes on travel restrictions between 65% provinces 19% Maybe - it will depend on the travel restrictions • Only 6% of NL residents and between provinces and safety requirements 5% of Atlantic Canadians 19% overall said they will still 10% travel as planned while 10% No, I had no travel plans did not have any travel plans 9% in the first place 5% No, I will still travel as planned 6%

1% Don’t know All Atlantic Canadians 2% NL Residents • Among Atlantic Canadians Given that COVID-19 has affected, or may affect, your pleasure travel plans who said COVID-19 had for the summer or fall of 2020, have you, or do you expect to: impacted their travel plans, the majority are waiting for SUBSET: Respondents who have had overnight pleasure travel plans affected by COVID-19; multiple responses more information before possible deciding what to do; nearly 60% said they expect to I'm waiting for more information before deciding what 70% to do postpone travel until next 69% year 58% Postpone your travel until next year • Half (51%) expect to change 58% travel destinations or 51% Change travel destinations postpone travel to later in the 48%

summer or fall, with 44% 50% expecting to cancel their plans Postpone your travel to later in summer or fall 48% altogether 44% Cancel your travel plans altogether • One third (32%) expect to 43% change their accommodation 32% type; 35% plan to reduce trip Change type of accommodation length 32% 35% Reduce length of your trip 30% All Atlantic Canadians NL Residents • 40% of NL residents currently Before COVID-19 affected your overnight pleasure travel plans, how many still have plans to take a trips were you planning on taking during the summer or fall of 2020? How pleasure trip during the many are you currently planning to take? summer or fall of 2020 SUBSET: NL respondents who have had overnight pleasure travel plans affected by COVID-19 • Of those with leisure travel

plans, VFR is the most likely 54% trip purpose (65%), followed One trip by relaxation (50%), change of 33%

scenery (20%), and new 33% experiences (16%) Two trips 41% • Before COVID-19, NL respondents were more likely 10% Three trips to be planning to take 2-3 18% trips; in light of COVID-19, NL Residents - Current Number of Trips Planned In Light of COVID-19 they are more likely to be 3% Four or more trips NL Residents - Trips Planned Before planning just 1 trip 8% COVID-19

NL Residents All Atlantic Canadians

Average # of pleasure trips 2.1 trips 2.4 trips planned before COVID-19 Average # of pleasure trips 1.6 trips 1.8 trips planned in light of COVID-19 • Before COVID-19, NL residents Before COVID-19, where were you planning to travel during the summer or were most likely to be fall of 2020? Where are you currently still planning to travel? planning to travel within the province (74%), to Ontario SUBSET: NL respondents who have had overnight pleasure travel plans affected by COVID-19 (29%), the US (24%), Nova 110%* Scotia (19%), or internationally Within Newfoundland & Labrador (18%) 74% 10% Ontario • In light of COVID-19, NL 29% 5% United States residents are more likely to be 24% 12% currently still planning to travel Nova Scotia within NL and less likely to be 19% 3% Another international destination planning to visit all other 18% 4% destinations they had intended Alberta to visit before COVID-19 9% 5% PEI • *Some NL respondents are 9% 6% New Brunswick planning to take multiple in- 7% 3% province trips British Columbia 6% 2% • The biggest drops can be seen 5% in current plans to visit the US, 0% Manitoba Destinations still planning to visit summer/fall Ontario, and international 1% 2020 in light of COVID-19 0% Destinations planned to visit before COVID-19 destinations NWT/Yukon/Nunavut 1% • Among NL residents currently Which of the following tourism regions do you expect to visit in planning to travel for leisure Newfoundland and Labrador? within NL this summer/fall, intentions to visit the Central SUBSET: NL respondents who currently have plans to take a pleasure trip with Newfoundland and (43%), St. John’s/Northeast Labrador during the summer or fall of 2020 Avalon (43%), and Western regions (39%) were similar Central Region 43% • One third (32%) planned to visit the Eastern region, with another 19% planning to visit St. John’s / Northeast Avalon Peninsula 43% other areas of the Avalon peninsula outside of St. Western Region 39% John’s/Northeast Avalon area; 3% planned to visit Labrador

Eastern Region 32%

Other Avalon Peninsula 19%

Labrador 3% • If travelling within NL this If travelling for pleasure within your own province during the summer or fall summer/fall, NL residents are of 2020, how likely would you be to: most likely to explore new parts of the province (68%), % NL respondents very/somewhat likely check out new restaurants (66%), visit new tourism attractions (64%), and stay in Explore a part of the province you have never visited 68% paid accommodations (61%) Check out a new restaurant 66% • Just under half would seek out hotel/dining package Visit tourism attractions you have not visited before 64% deals while fewer indicated they would attend a Stay in paid accommodation 61% community festival (29%) or go on an organized tour (22%) Seek out hotel and dining package deals 44% as these are likely associated with bigger crowds Spend less money than you normally would 40%

Spend more money on experiences than you normally • When it comes to travel 32% would spending, 32% of NL residents would spend more money Attend a community festival 29% than they normally would, 40% said they would spend Go on an organized tour 22% less • Before COVID-19, 9% of NS Atlantic Canadians’ Travel Plans Before & During COVID-19 respondents had planned a trip to NL, the same share that is still currently planning % planning to visit NL % currently planning to to visit; 11% of NB before COVID-19 visit NL respondents had been Nova Scotia respondents 9% 9% planning to visit NL before New Brunswick respondents 11% 9% COVID-19, with 9% still planning to visit; 6% of PEI PEI respondents 6% 11% respondents planned to visit NL prior to COVID-19, with the share currently planning ATLANTIC BUBBLE: As of July 3, 2020, residents of the Atlantic Provinces will be to visit increasing to 11% permitted to travel between Newfoundland and Labrador, Nova Scotia, New Brunswick, and without having to self-isolate for 14 days. Knowing this, how • When asked about their likely are you to travel in the following areas in the summer or fall of 2020? likelihood of visiting NL given the opening of the Atlantic Bubble, 12% of NS residents, % very/somewhat likely to visit NL this summer 14% of NB residents, and 11% or fall given the opening of the Atlantic Bubble of PEI residents said they Nova Scotia respondents 12% were very or somewhat likely New Brunswick respondents 14% to visit NL this summer/fall PEI respondents 11% • If travelling within Atlantic If you were to take a pleasure trip within Atlantic Canada during the summer Canada this summer/fall, the or fall of 2020, how concerned would you be with each of the following: top concerns for Atlantic Canadians include: % very/somewhat concerned

. Ensuring local residents and other travelers respect social Ensuring that local residents and other travelers respect 73% measures 77% distancing (73%; NL: 77%) 70% Contracting COVID-19 while traveling . Contracting COVID-19 while 76% travelling (70%; NL 76%) Ensuring that businesses have health and safety measures 70% in place . Ensuring businesses have 75% health and safety measures in Losing money if I have to cancel or change plans (e.g. lost 58% deposits on accommodations) 63% place (70%; NL 75%) Not being able to return home due to inter-provincial 56% • More than half of Atlantic travel restrictions 60% 56% Knowing if the local residents would welcome visitors Canadians are concerned 58% about travel-related as well as Having to self-isolate when I arrive at my destination or 57% experience-related issues when returning home 58% 57% Knowing if tourism businesses and attractions are open • Compared to Atlantic 57% Canadians overall, NL Knowing if other services will be available (e.g. gas 53% residents showed higher stations, grocery stores, liquor stores) 55% levels of concern with most Increased wait times to access businesses and attractions 54% due to social distancing and capacity restrictions 55% factors mentioned All Atlantic Canadians NL Residents • That all visitors/guests are What are the three most important measures you would like to see when social distanced is by far the traveling during the summer or fall of 2020? most important measure Atlantic Canadians would like to see when travelling this summer/fall 65% All visitors or guests are social distanced 68% • Other measures Atlantic 43% Hand sanitizers available Canadians would like to see 48% 36% include: All visitors or guests including yourself, wearing a mask 35% . Hand sanitizer available Increased cleaning protocols (e.g. in between stays; after each 37% use) 33% . All visitors/guests wearing a 28% Cleaning procedures posted and visible mask 29% . Increased cleaning protocols 32% All staff are wearing masks . All staff wearing masks 28% . Posted/visible cleaning 15% Screening procedures for COVID-19 symptoms procedures 18% 15% Touchless payment options • COVID-19 screening 15% 10% procedures, safe/clean Certified safe and clean by a provincial body certification, touchless 10% 6% Automated check-in options payment options and 4% automated check-ins are less 3% Don’t know important 3% All Atlantic Canadians NL Residents • When travelling overnight in If taking an overnight pleasure trip during the summer or fall of 2020, how summer/fall 2020, Atlantic comfortable would you be using each of the following types of Canadians would be the most accommodations? comfortable staying at their own or family/friend-owned % very/somewhat comfortable cottage (80%), or staying with 80% family and friends (78%) My own or family- or friend-owned cottage 82% • At 59%, far fewer Atlantic 78% Canadians would be Stay with family or friends 81% comfortable staying at a large hotel chain/resort Rent a privately-owned cottage, house, or apartment 53% (e.g. AirBnB) 59% • Over half of Atlantic 59% Canadians would be Large hotel chain or resort comfortable renting a 57%

privately-owned 52% accommodation, staying at a Small hotel/motel 56% small hotel/motel or using a 51% campground Stay in a tent or camper at a campground 53% • Only 41% would feel 41% comfortable using a B&B Bed and breakfast 41% All Atlantic Canadians NL Residents • At 62%, Atlantic Canadians Please rate your current level of comfort with the following modes of are most comfortable transportation: travelling by ferry (while remaining in their vehicle), % very/somewhat comfortable with over half feeling comfortable renting a car 54% (54%). They are slightly less Renting a car comfortable with travelling by 59% ferry via the passenger deck 62% Traveling by ferry (remaining in my vehicle) (43%), with NL residents even 58% less comfortable at 38% 43% Traveling by ferry (via the passenger deck) • Only about a quarter of 38% Atlantic Canadians would be 29% comfortable travelling by train Traveling by train (29%), taxi (25%), or airplane 27% (23%) 23% Traveling by airplane 25% • Respondents were least comfortable using public 25% Traveling by taxi transit (18%) 24%

18% Using public transit 18% All Atlantic Canadians NL Residents • When travelling for pleasure When travelling for pleasure within Atlantic Canada during the summer or within Atlantic Canada, fall, what are your favourite activities to do? Atlantic Canadians favour

activities such as: 61% Restaurants/culinary experiences 65% 58% . Restaurants/culinary Hiking or walking 57% 49% experiences Visit a beach 57% 47% . Hiking/walking Coastal sightseeing 47% 46% . Visiting a beach Visit provincial or national parks 44% 35% . Coastal sightseeing Nature observing 36% 31% . Visiting provincial or national Festivals 32% 29% parks Cultural activities (e.g. museums, galleries) 28% 23% Visit wineries or breweries 26% • Compared to Atlantic 26% Camping/RV 26% Canadians overall, NL 15% Night life 18% 12% residents were more likely to Hunting/Fishing 16% 11% favour visiting a beach, taking Sail/boat tours 14% 11% in culinary experiences, Golf 13% 10% enjoying nightlife, visiting Kayaking/Stand-up paddle boarding 10% 9% wineries/breweries, and going Cycling/biking on roads or paths 8% 7% hunting or fishing Bird watching 7% 3% Mountain biking 3% 2% Kite-boarding/windsurfing 2% Shopping 2% 1% All Atlantic Canadians Visit family, relatives, friends, etc. 2% 1% NL Residents • Atlantic Canadians, including Please rate your current level of comfort with the following activities: NL residents, are notably more comfortable with % very/somewhat comfortable outdoor activities (walking, visiting parks/beaches) than Walking or biking on trails 77% 76% with indoor ones (visiting Participating in a tour with just my own travel party 69% indoor historic sites, art 74% Visiting a national or provincial park outdoors 75% galleries or museums) 69% Dining at a restaurant’s outdoor patio 67% • They are more comfortable 66% Going to a park or beach 68% participating in a tour with 63% Outdoor event (drive in and watch from their cars) 60% their own travel party (69%), 62% Retail shopping 54% with NL respondents even 52% more comfortable with this Dining at a restaurant indoors 50% option (74%) while only 21% 49% Watching a parade 41% are comfortable taking tours 42% Visiting a historic or cultural attraction (indoor exhibits) 44% with others not in their travel 41% party Visiting a gallery or museum indoors 42% 40% Indoor event with less than 50 people 30% • Higher levels of comfort are 28% Outdoor event with 50+ people 27% shown for dining on outdoor 26% patios (67%) vs. indoors at Participating in a tour with other people not in my travel party 21% 21% restaurants (50%) All Atlantic Canadians Indoor event with 50+ people 19% 18% NL Residents • Compared to before COVID- To what extent do you agree with the following statements? Compared to 19, Atlantic Canadians are before COVID-19... more likely to order take-out (66%) and seek out outdoor % strongly/somewhat agree patio seating (64%); they are less likely to be just as comfortable eating inside 66% restaurants than they were I am more likely to order take-out from a restaurant 62% before (37%) • One third (34%) of Atlantic 64% I am more likely to seek out an outdoor seat on a patio Canadians say they are more 61% likely to seek pre-packed picnic meals than before 37% COVID-19, while one quarter I am just as comfortable eating inside restaurants is more likely to order from 36% food trucks 34% I am more likely to seek pre-packed picnic meals 33%

25% I am more likely to order from food trucks 22% All Atlantic Canadians NL Residents • If travelling this summer/fall, Which of the following types of vacation options would you be interested in if just over half of Atlantic traveling during the summer or fall of 2020? Canadians (54%) would be interested in self-guided tours they can access on their mobile devices; over one third (37%) would be interested in 54% online tour itineraries Self-guided tours that I can access with my mobile device 58% • Activity/accommodation packages and small group 37% Suggested tour itineraries available online packages are equally popular 32% (32%), while a smaller share

expressed interest in pre- 32% packaged scheduled Activity and accommodation packages (e.g. Golf and Stay) itineraries (26%), with NL 30% respondents even less 32% interested in this option (20%) Small group packages 28%

26% A pre-packaged scheduled itinerary 20% All Atlantic Canadians NL Residents • Atlantic Canadians are How comfortable are you doing each of the following? generally comfortable searching and booking travel % very/somewhat comfortable online or though apps • Over three quarters (78%; NL:

81%) said they are 78% Making reservations online for ferries, restaurants, attractions, very/somewhat comfortable etc. making online reservations for 81% ferries, restaurants and 69% attractions Using an app to book accommodations 72% • Over two thirds are

comfortable using an app to 67% book accommodations or Using a tablet or phone to follow suggested tour itineraries using a tablet/phone to follow 70% itineraries; 64% are 64% comfortable using an app to Using an app to order food from a restaurant order food 68%

• 63% say they would be 63% Listening to an audio-recording of a tour guide while visiting an comfortable listening to an attraction audio-recording of a tour 66% guide at an attraction All Atlantic Canadians NL Residents • Top sources for finding travel Where do you prefer to find your travel information? information among Atlantic Canadians include: Ranked in Top 5

. Search engines . Websites of 64% hotels/attractions/restaurants Search engines (e.g. Google, Bing, Yahoo) 63% . Websites for towns/cities 62% Websites for specific hotels, attractions, or restaurants . Provincial tourism websites 62% . Traveller review websites 61% Websites for specific cities, towns, or villages 60% 59% • Interestingly, NL respondents Provincial tourism websites were more likely to cite online 56% 48% Traveler review websites (e.g. Trip Advisor) social networks like Facebook, 50% 44% Twitter and Instagram as Visitor information centres sources for finding travel 41% 32% Online social network (e.g. Facebook, Twitter, Instagram) information compared to 40% 31% Atlantic respondents overall Online travel agencies (e.g. Expedia) 33% (40% vs. 32%) 29% Asking local residents when arriving at your destination 32% 28% Speaking to a travel agent in person or on the phone 26% 26% Map applications (e.g. Google Maps) 25% 11% All Atlantic Canadians VRBO/AirBnB 10% NL Residents • A vast majority of Atlantic How do you prefer to book your travel? Canadians prefer to book travel either directly with Ranked in Top 5 company online (92%) or directly with company by

phone (82%) 92% Directly with the company online 93% • Provincial tourism websites 82% and Expedia are preferred by Directly with the company by phone 83% about two thirds of Atlantic 68% Canadians Provincial tourism websites 68% 66% • NL respondents are more Expedia likely to prefer using a travel 67% 55% agent compared to Maritime Through a travel agent respondents (60% vs. 55%) 60% 49% Booking.com 46% • 27% Note: individual OTAs (Expedia, VRBO/AirBnB Booking.com, VRBO etc.) were listed 27% as categories for respondents to rank 27% Other 27% 18% Kayak All Atlantic Canadians 16% NL Residents