The world has changed a lot over the last two years. And the way people make decisions has shifted, too. As a result, a traveller's decision journey looks different than it did before the COVID-19 pandemic.
As the non-profit destination marketing organization for the Halifax Regional Municipality, Discover Halifax works to understand the ideal Halifax visitor, what they are looking for, where they are travelling from, and why they want to visit Halifax. Throughout the summer and fall of 2021, Discover Halifax conducted research to learn more about people's intent to travel in 2022 and their perceptions of Halifax as a destination.
The research, in partnership with Leger Research, focused on five key markets: the Greater Toronto Area (GTA), urban Alberta (Calgary and Edmonton), Newfoundland, New Brunswick, and Prince Edward Island (PEI).
Gaining insight from Reconnections
The research conducted in the GTA and urban Alberta coincided with Discover Halifax's Reconnections marketing campaign. The campaign, which was the most significant marketing campaign investment in the company's history, marked the first time Discover Halifax did mass advertising in these markets. Targeting new markets presented an opportunity to set benchmarks and measure if the perceptions of Halifax changed throughout the campaign.
The awareness phase of Reconnections aimed to get on the consideration set for domestic travel for summer 2021 and into 2022. To gather as many learnings as possible from the campaign, Discover Halifax conducted research (pre-and post-campaign) focusing on intent, perceptions, and travel motivations.
The results show that interest from the GTA and urban Alberta markets had a positive increase:
- an 8 per cent increase in people in the GTA and urban Alberta markets who have added Halifax to their destination-of-choice lists
- a 5 per cent increase in people who intend to travel to Halifax
- a 5-point increase in Halifax's reputation score
Atlantic Canadian travellers
The insight obtained from the GTA and urban Alberta studies inspired similar research in New Brunswick, Newfoundland, and PEI in the fall. Overall, the study showed that Atlantic Canadian travellers are interested in a safe change of scenery, and 65 per cent would consider Halifax as a destination where they could fulfill that desire.
Some of the research highlights include:
- 83 per cent of Atlantic Canadians are likely to take a domestic leisure trip in 2022
- Halifax is the Canadian city Atlantic Canadians are most likely to visit in the next 12 months
- 65 per cent of Atlantic Canadian respondents would visit Halifax for a change of scenery in 2022
This research, along with ongoing industry data and analysis, helps Discover Halifax (and industry partners and members) make informed decisions about future planning. Continued insight offers an opportunity to contribute to the recovery of the tourism industry in the region.
Tourism recovery and sustainable growth
Tourism is vital for economic recovery. Before the COVID-19 pandemic, the Halifax region typically welcomed 5.3 million overnight stays every year. These visitors spend an estimated $1.3 billion annually in local shops, restaurants, stores, attractions, and accommodations. 2021 showed signs of recovery, especially during Q3 and Q4, when hotel stays during certain weeks were comparable to pre-pandemic numbers. Overall, room night stays in traditional hotels were up 45 per cent in 2021 compared to 2020. These numbers offer optimism for 2022.
While it will take time for Halifax to return to pre-pandemic performance, initiatives like Halifax's Integrated Tourism Master Plan, which was launched in March 2021, will be vital to the recovery and growth of the tourism industry. The plan will ensure well-managed sustainable development and take a community-first approach to help rebuild the visitor economy and ensure we all benefit from economic growth driven by tourism. ■
For a full overview of Discover Halifax’s Atlantic Canada research, Reconnections campaign, and Halifax's Integrated Tourism Master Plan visit:
Photos by Discover Halifax
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