#1

QUEBECERS WANT TO GET THEIR GOAT (GREATEST OF ALL TRIPS)!

Various trends are clear as we emerge from the pandemic:

• 36% of Quebecers are willing to splash out and prioritize enjoyment over budget.
• 20% are willing to step outside their comfort zone for their next trip, such as choosing more exotic destinations. Travellers are craving thrills and eager to try new, high-adrenaline activities on their next vacation.
• 29% want the freedom to do whatever they want, whenever they want and wherever that may be. Last-minute trips are gaining ground!
• Nearly one in four (24%) are seeking trips that will allow them to prioritize their mental health. To achieve this, many plan to spend more time at their destinations.

#2

67% OF ADVERTISING DOLLARS WENT INTO TV AND DIGITAL

Before the pandemic, 44% of total ad spending by the travel and tourism industry was on television and 23% on digital platforms.

Advertising expenditures were higher in the fall and winter.

#3

TV AND DIGITAL ARE THE MOST POPULAR MEDIA

Television and digital account for 78% of the media consumption of Quebecers who plan to travel for their vacations in the next 12 months.

By delivering quality TV and digital content, Radio-Canada allows you to be where your potential customers spend the bulk of their time.

#4

ICI TÉLÉ IS #1 AMONG QUEBEC TRAVELLERS!

With a market share of 31% in the evening, ICI TÉLÉ dominates viewing among Quebecers who vacation in the province (TVA: 26% / Noovo: 9%).

ICI TÉLÉ also commands 33% of viewing among Quebecers who vacation abroad, ahead of its closest competitors (TVA: 27% / Noovo: 8%).

#5

RADIO-CANADA'S DIGITAL PLATFORMS ARE KEY TO REACHING YOUR TARGET AUDIENCE

Our platforms reach 1.2 million users who plan to travel in the next 12 months.

Our users want to explore the world; 641,000 of them plan to travel abroad.