Vacation travellers from international markets (excluding the US) are intrigued by Newfoundland and Labrador's natural beauty and natural attractions such as icebergs, landscapes, and wildlife. A large share of these visitors are from Europe and they are particularly interested in outdoor activities such as hiking.

are over the age of 4554% are 55+

have a post-secondary education

of travellers stay in hotels/motels

nights

International

WHERE THEY COME FROM

WHO THEY ARE CHARACTERISTICS OF THEIR TRIP

VACATION VISITOR PROFILE | INTERNATIONAL

72%

6%

81%

75%

55%

49%

48%

10.9 average length of stay

have a householdincome of >$100,00043%

$3,446Average spend is

are first-timevisitors75%

OF UKVISITORS

OF GERMANVISITORS

45+

1ST

of international vacationers travel as couples with no children

of international visitors are from the UK

2.1% of all vacationers to NL

TOP 3 INTERNATIONAL SOURCE MARKETS

UK 2.1%

GERMANY 1.2%

AUSTRALIA 0.8%

32%

of international visitors are from Germany

1.2% of all vacationers to NL

18%

of NL vacation visitors are from international markets, half of which originate from the UK and Germany.

11.3 UK | 13.1 GERMANY

WHY THEY CHOSE NL

TOP EXPERIENCES

TRIP PLANNING

OUTDOOR CULTURALHIKING82%

46%

Nature &Wildlife

9%

BucketList

10%

SpecificAreas

6%

OutdoorActivities

6%

PeopleCultureHeritage

87%

Walking In and Around Communities

78%

LighthouseExperiences

VISITINGNATIONALPARKS

HISTORICSITES

58%

ACCOMMODATIONWEBSITES

ONLINE HOTEL SEARCH/BOOKING SITES

TRIP ADVISOR

SEABIRDWATCHING

ICEBERGVIEWING

66%

53%

76%

EXPLORINGSMALLCOMMUNITIES

61%

CULINARY

GALLERIES/EXHIBITS

67%

43%

Source: 2016 Provincial Visitor Exit Survey – Newfoundland and Labrador Tourism. Results based on peak travel season May - October.

International visitors prefer to plan online but still value traditional/o�ine resources such as printed brochures, printed travel guide books, the NL Traveller's Guide, and personal recommendations.

On average, International vacationers begin planning their trip

5.8 months in advance

TOP TRIP PLANNING SOURCES USED PRIOR TO TRAVELLING

TOP TOP

of international travellers use Visitor Information Centres (VICs)

This market is significantly more likely to use VICs compared to the US and Canada

68%

1. Destination websites2. Local accommodation websites3. Attraction websites4. NewfoundlandLabrador.com5. Printed travel guide books

TOP TRIP PLANNING SOURCES USED DURING TRAVEL

TOP

1. Printed brochures2. Local service personnel3. Local residents4. Attraction websites5. NL Traveller’s Guide

TOP SOURCES FOR SELECTINGACCOMMODATIONS

Top sites of interest include East Coast Trail, Gros Morne National

Park, and St. John’s

Hiking & Camping

VACATION VISITOR PROFILE | INTERNATIONAL