One-Half of Canadians Plan a Road Trip This Summer: Good News for Tourism

June 15, 2021 ctn_admin

Canadians are ready to hit the road in greater numbers than last summer, according to a poll conducted by Leger Marketing on behalf of Toyota Canada.

When travel is permitted, nearly half (49%) of Canadians are planning to take a road trip this summer, an increase of almost 10% over last year. That’s great news for a battered and bruised Canadian tourism industry.

More than three-quarters (76%) of Canadians polled indicated that the pandemic has given them a greater appreciation for the outdoors while two-thirds (65%) feel the pandemic has given them a greater appreciation for travel within Canada.

Plans to Stay Closer to Home = The Resurgence of the Road Trip

While the majority of Canadians (73%) have had to change their summer vacation plans due to the pandemic, and eight in ten (84%) Canadians plan to stay closer to home than usual, 43% feel this summer could be the perfect time to explore Canada via a road trip (as soon as it’s safe to do so*). Of those planning a road trip this summer, two-thirds (67%) are opting for a shorter day trip, while half (50%) are planning longer trips. Forty percent intend to go on a weekend / long weekend getaway.

Of those planning a road trip, 35% will be travelling only 4-6 hours away from home. When restrictions are lifted, 95% are likely to travel outside their city (64% very likely), while 42% are likely to go out of their province. Roadtrippers are looking forward to exploring new cities and towns (51%), spending time with family and friends (43%) and  visiting a secret spot or location they like to go to (20%).

Travellers who don’t have a destination in mind and are looking for a little inspiration can visit the Ultimate Day Trip Guide: How to Rediscover the Great Outdoors at media.toyota.ca for a list of road trip destinations that can be enjoyed safely this summer.

Appreciation for Being Outdoors = New Activities         

With a greater appreciation for the outdoors, Canadians are focusing on destinations that bring them closer to nature and activities that keep them physically active. According to the survey, more than half (56%) of Canadians embarking on a road trip this summer are planning to go hiking, while 48% will be walking, running or rollerblading, and 46% plan to sightsee. Additionally, almost half (46%) plan to enjoy the outdoors while visiting with friends and family, while 45% plan to picnic and 42% will go camping. Exploring national or provincial parks is also high on the list of road trip destinations for those planning a trip with 43% planning to visit one this summer.

With their new appreciation for the outdoors – along with greener destinations and activities – Canadians indicated they want the journey itself to be more eco-friendly. More than half (58%) of Canadians would feel better opting for a hybrid vehicle because of the environmental benefits.

Staying Cautious    

While Canadians are eager to explore, they’re still planning to be cautious, taking local health and safety protocols into account. Three-quarters (75%) of those planning a road trip this summer indicate that they will continue to wear a mask in public as an added safety measure. Over three-quarters of Canadians (76%) plan on travelling with members of their household, while eight in ten (79%) will travel with three or less people in their vehicles (46% one other person; 33% two-three people). Those who are planning a road trip this summer will be opting for more remote locations like campsites (37%) or cabins / chalets / cottages (34%).

“It’s not surprising that, over a year into the pandemic, Canadians are more eager than ever to get back behind the wheel and explore our beautiful country as soon as it’s safe to do so,” says Stephen Beatty, Vice President, Corporate at Toyota Canada. “We are so fortunate to live in a country that has so much to offer in terms of scenic drives and outdoor adventure, and it’s wonderful to see an increased appreciation for the outdoors.”

For more information about the Leger/Toyota Canada survey, visit media.toyota.ca

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