Profile: Canada Vacation Travellers

Research from a recent Vividata study provides a profile of adults who travel within Canada.

More than half of Canadian adults travelled within Canada on vacation in the past 12 months. Vividata confirms that these travellers skew female, have an above average household income and are parents.


These travellers are also strong newspaper readers; more than half (57%) read yesterday’s newspaper and more than eight out of ten (81%) can be reached with newspapers over the course of a week.

Last week’s edition of News on News reported that these readers enjoy newspapers in both print and digital format with considerable overlap between the two.  Digital readership is strong but the majority of digital readers still enjoy their printed newspaper habit.