Join Insights West's Feedback Community to participate in meaningful research like this!Join


Seven-in-ten Alberta leisure travellers (70%) plan to travel within Alberta in the next 12 months.

Calgary, AB – When asked about the “Best Places” in their province, Alberta leisure travellers have a decisive first choice, a new Insights West poll has found.

As summer has just begun, Insights West conducted an online survey of a representative sample of 451 Albertan leisure travellers. Respondents were provided with a list of 69 destinations, attractions and landmarks, and asked to select up to seven “best places” in their province. The results of all responses were tallied together to determine the “Top 10 Places in Alberta”.

The unquestionable first choice was Banff National Park (72%), followed by Jasper National Park (48%), the Calgary Zoo (38%), Lake Louise (33%), Royal Tyrrell Museum (27%), the Calgary Stampede (also 27%) and Dinosaur Provincial Park (25%). West Edmonton Mall (24%), Waterton Lakes National Park (21%), and Columbia Ice Field (20%) rounded out the Top 10.


Closer examination of the results revealed some interesting differences by age group. Alberta leisure travellers aged 35-to-54 are more likely to vote for Banff National Park than those aged 55 and older (78% vs. 62%, respectively). Royal Tyrrell Museum and Waterton Lakes National Park are more likely to appeal to those aged 55 years and older (42% and 34%, respectively) than those aged 35-to-54 (30% and 23%, respectively) and 18-to-34 (11% and 6%, respectively).

In contrast, younger leisure travellers, aged 18-to-34, are more likely to vote for the Calgary Stampede (37% vs. 27% 35-to-54 and 17% 55 years and older). West Edmonton Mall has greater appeal among those aged 18-to-34 and 35-to-54 (32% and 25% vs. 12% 55 years and older).

Respondents also mentioned Kananaskis Provincial Park (19%), Drumheller (19%), Icefields Parkway (17%), Canmore (16%) and the Calgary Heritage Park Historical Village (15%) as some of their favourite places in Alberta.

“Seven-in-ten leisure travellers in Alberta included Banff National Park in their list of best places in the province,” says Jane Ha-Trapp, Vice President at Insights West. “Not surprisingly, Albertans are drawn to the natural beauty and wonders that our province has to offer. Six out of the Top 10 places are natural landmarks or UNESCO World Heritage Sites.”

On average, Alberta leisure travellers have taken 5.1 trips in the past year, with men making more frequent trips than women (6.1 vs. 4.1, respectively).

In the next 12 months, Alberta leisure travellers plan to make an average of 6.6 trips. Seven-in-ten (70%) say they plan to take at least one leisure trip within Alberta in the next 12 months, while 61% plan to travel to another Canadian province and 50% are considering at least one trip to the United States. More than one-third (37%) plan to make a trip outside North America.

Calgary leisure travellers are more likely to be planning a leisure trip to another Canadian province (70%) and to the United States (57%), than leisure travellers who reside in Edmonton (54% and 42%, respectively).

Alberta leisure travellers aged 18-to-34 are more likely to be considering a trip outside North America (51%) than those aged 35-to-54 (29%) and 55 and older (32%).

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has fifteen full-time employees.

About this Release:

Results are based on an online study conducted from June 11 to June 15, 2015, among 451 Albertans who have made at least one leisure trip 100km from home in the past 12 months. The data has been statistically weighted according to Canadian census figures and by the incidence of leisure travellers by age and gender. The margin of error—which measures sample variability—is +/- 4.6 percentage points. Click here to view the detailed data tabulations.

For further information, please contact:

Jane Ha-Trapp
Vice President, Insights West


Photograph: jgreenberg