2012 Canadian Overnight Travel to the Capital Region USA

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1 Arrivals Canadian travelers took 1,075,600 overnight person-trips 1 to the Capital Region USA in This was an almost 7% increase compared to The number of person-trips to each state is shown on Table 1. The highest amount of increase of visitation was in Maryland with 246,300 person-trips in an almost 20% increase compared to The increases for Virginia and Washington D.C. were 2.9% and 5.3% respectively. Table 1: Canadian Overnight Visitation: % change Virginia 633, , % Maryland 206, , % Washington, DC 168, , % CAPITAL REGION USA 1,008,300 1,075, % Visitation to the Capital Region USA in 2012 more than $ 1 million person-trips - represented 4.7% of the total 22,709,800 person-trips that Canadians took to the U.S. during the same time period. This regional share of total U.S. visits provides a gauge of the region's relative position in the U.S. but is not a true share of the U.S. because of cross-visitation among Capital Region USA members. The total 2012 U.S. person-trips of 22,709,800 increased more than 6% from 2011 which included a total of 21,343,900 person-trips. The average number of nights Canadians spent in the region varied by area. The average for Washington, DC was 4.1 nights, compared to 3.5 nights in VA, and 3.7 nights in Maryland. The average for the Capital Region USA, not accounting for cross-visitation, was 3.8 nights while the national average for the U.S. was 8.6 nights. Historically, the U.S. average has been highly influenced by four states, Florida, California, Arizona, and Hawaii, where large numbers of Canadians stay for periods that average two to three weeks. For example, Canadians spent an average of nearly three weeks, 20 nights, in Florida in The averages for these states include the influence of "snowbirds" that may stay for several months during the winter to seek a warm climate. 1 A person-trip is defined as any time a Canadian traveler visits Virginia, Maryland, or Washington, DC. A person that visits both Maryland and Virginia on a single trip would count as two person-trips.

2 Spending Total Canadian visitor spending in the Capital Region USA was more than $348 million in The estimated spending by Canadian travelers in Virginia was $155 million compared to $121 million in Washington, DC and $73 million in Maryland. Virginia received the highest amount of spending by the Canadian visitors to the Capital Region USA because it had the highest number of person-trips. The 2012 regional total spending represented 2% of the $17.5 billion Canadian travelers spent in the U.S. in The U.S. total spending was up 7%; Capital Region USA, 1% in 2012 compared to According to the Bank of Canada, the annual average exchange rates were and for 2011 and 2012 respectively. The average per-person, per-day spending 2 which takes into account total spending, party size, and length of stay varies by area: Virginia, $67; Maryland, $80; Washington, DC, $166 (Chart 1). The Capital Region USA average spending was $104 per day. Chart 1: Average per-person, per-day spending in 2012 $ $ $ $ $ $80.00 $60.00 $66.99 $80.41 VA MD DC $40.00 $20.00 $- VA MD DC Demographics The majority of Canadian travelers to the Capital Region USA were between the ages of 45 to 74 years-old: 24% were 55 to 64 years-old; 19% were 65 to 74 years-old; and 16% were 45 to 54 years old. The age distribution varied by state: 65% of the Canadian visitors to Virginia and 58% of Canadian visitors to Maryland were between the ages of 45 to 74. Washington, DC attracted a slightly younger age-group compared to Virginia and Maryland; 56% of the visitors were 2 Averages were determined by dividing the average spending by average trip days and average travel party size for each region.

3 between the ages of 35 to 64. The age distribution of Canadian visitors to the Capital Region USA is an indication to the composition of the traveling party. The average party size was 1.62 in Washington, DC and slightly higher in Maryland (2.08) and Virginia (2.1). Canadian provinces of Ontario and Quebec were the origins for approximately 86% of the visitors to the Capital Region USA. Ontario represented 48% and Quebec provided 38% of the 2012 person-trips. Additionally, visits from Ontario and Quebec to Virginia were 89%; Maryland, 88%; Washington, DC, 75%. Canada's other provinces Newfoundland, Prince Edward Island, Nova Scotia, New Brunswick, Manitoba, Saskatchewan, Alberta, British Columbia - represent the remaining locations of visitors to the region. For perspective, 60% of U.S. person-trips were from Ontario and Quebec in Trip Purpose Traveling for holiday/vacation was the top primary trip purpose for the Canadians traveling to the Capital Region USA in 2012 followed by business travel, visiting friends and family and visiting a second home, cottage and condo. The purpose of travel varied across the region. Holiday/vacation represents 67% of total visits to Virginia, compared to 57% to Maryland, and 46% to Washington, DC. Business travel - meetings, conventions, conferences, trade shows, and other work - represented 13% of the person-trips to the region. Business travel also varied by state: 7% to Virginia, 13% to Maryland, and 35% to Washington, DC. Visiting friends or relatives was 11% for Virginia, 16% for Maryland and 11% for Washington, DC. Seven percent of person-trips to the Capital Region USA were visiting a second home, cottage and condo. Virginia had the highest number of person-trips of visiting a second home, cottage and condo 66,100 person-trips accounting for almost 10% of the main trip reason. Accommodations Canadian travelers mostly stayed at lodging accommodations hotel only, motel only, and hotel and motel as accommodation choices - at the Capital Region USA in Washington, DC benefits from higher percentages of room nights compared to Virginia and Maryland. The percentages of lodging accommodations by each state were 76% in Washington, DC; 48 % in Maryland; 46% in Virginia. Staying at the home of friends and/or relatives represented 11% of the accommodation types in both Maryland and Washington, DC; 9%, Virginia. Per camping or trailer park accommodation type the distribution was 1% in Washington DC and 8% in both Maryland and Virginia. Other types of lodging represented a small share of person-trips. Twenty-six percent of Canadian visitors to Virginia and 23% of Canadian visitors to Maryland reported no accommodations. This could be attributed to multiple-nights spent in the Capital Region USA and/or other states.

4 Mode of Transportation Canadian visitors traveled predominantly by automobile (69%) to the Capital Region USA; and 26% by airplane, 2% by bus, and 4% by rail and other modes of entry. Sixty-five percent of the travelers to Washington, DC arrived by airplane with only 30% arriving by automobile. The mode of transportation was considerably different in Virginia and Maryland compared to Washington, DC. Canadian travelers mode of entry to Virginia and Maryland via automobile was 80% and 68% respectively; air travel was 16% for Virginia and 25% for Maryland. Other modes of transportation represented small percentages. Popularity of Trip Activities Table 2 shows the relative popularity of numerous types of activities in which Canadian visitors to the U.S. participated during their trip in Shopping, sightseeing, visiting friends or relatives, and participating in sports/outdoor activities were the most popular activities. The popularity of activities has been consistent with the data 2010 and earlier. Table 2: Percentage of Canadian Travelers by Activity on U.S. Trip in 2012 Type of Activity U.S. (%) GO SHOPPING 77% GO SIGHTSEEING 44% VISIT FRIENDS OR RELATIVES 32% PARTICIPATE IN SPORTS/OUTDOOR ACTIVITIES 23% GO TO A BAR OR NIGHT CLUB 23% VISIT A HISTORIC SITE 22% VISIT A NATIONAL OR STATE NATURE PARK 18% GO TO A CASINO 17% VISIT A MUSEUM OR ART GALLERY 16% ATTEND CULTURAL EVENTS (PLAYS,CONCERTS) 13% VISIT A THEME OR AMUSEMENT PARK 12% VISIT A ZOO, AQUARIUM / BOTANICAL GARDEN 11% GOLFING 9% ATTEND A SPORTS EVENT 9% ATTEND A FESTIVAL OR FAIR 6% NO ACTIVITY STATED 6% BOATING-MOTOR/SAIL BOAT/KAYAK/CANOE/OTHER 6% FISHING 2% DOWNHILL SKIING OR SNOW BOARDING 1% HUNTING 0%

5 Season of Travel Chart 2 displays the visitation patterns by quarters to Virginia; Maryland; Washington, DC; Capital Region USA, and U.S. in The third quarter was the most visited period for the U.S. while the remaining quarters received similar overall visitation. The second quarter followed by the third quarter represented the highest visitation for the Capital Region USA. There were some variations in visitation among Washington, DC; Maryland; and Virginia in Washington, DC showed highest visitation in the third quarter; Virginia had the highest visitation in second quarter followed by first and third quarters; and Maryland s visitation was the highest in the second quarter followed by third quarter. Chart 2: Quarterly-Travel Pattern to VA, MD, DC, Capital Region USA and U.S. in % 35.00% 30.00% 25.00% 20.00% 1ST. QUARTER 2ND. QUARTER 3RD. QUARTER 4TH. QUARTER 15.00% 10.00% 5.00% 0.00% VA MD DC CRUSA U.S. For more information Please contact Director of International Marketing, Heidi Johannesen at (703) for further information about this report and how to access the international marketing opportunities. The data source for the 2012 Canadian Overnight Travel to the Capital Region USA is Statistics Canada. Virginia Tourism Corporation reserves the right to change or amend the provided information and/or data at all times without prior notice.