A data profile of the people who buy, follow and care about Adventure travel in Canada — modelled from more than twelve digital signal sources. Adventure travel has an estimated audience of 4,182,880 people in Canada.
The average Adventure travel fan in Canada is 42.7 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, British Columbia, Quebec.
Top brand affinities include Outdoor enthusiast, Aritzia, Self care, with strongest over-indexing on Outdoor enthusiast (1.75× the country average).
Demographically, the Adventure travel audience skews balanced with an average age of 42.7, and over-indexes on personality traits such as Patriotism, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Adventure travel fan in Canada is balanced, around 42.7 years old, with strong Patriotism tendencies and a notable affinity for Outdoor enthusiast.
The key figures that characterise the Adventure travel profile in Canada.
50.4% are female, 49.6% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 50.4% |
| Male | 49.6% |
| Average age | 42.7 |
| Estimated audience size | 4,182,880 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 28% |
of the worldwide Adventure travel audience comes from Canada.
| Country | Share |
|---|---|
| United States | 17.6% |
| Italy | 5.1% |
| Japan | 5.0% |
Where the Adventure travel audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | British Columbia | ~800K | 1.30× | |
| 02 | Prince Edward Island | ~20K | 1.17× | |
| 03 | Ontario | ~2M | 1.01× | |
| 04 | Newfoundland and Labrador | ~60K | 1.01× | |
| 05 | New Brunswick | ~90K | 0.98× | |
| 06 | Saskatchewan | ~100K | 0.95× | |
| 07 | Nova Scotia | ~100K | 0.95× | |
| 08 | Manitoba | ~100K | 0.94× | |
| 09 | Alberta | ~500K | 0.93× | |
| 10 | Quebec | ~800K | 0.78× |
The strongest cross-interests of the Adventure travel audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Travel photography | Technology & Electronics | 1.90× | ||
| 02 | Outdoor enthusiast | Sports | 1.75× | ||
| 03 | Nature photography | Technology & Electronics | 1.75× | ||
| 04 | Landscape photography | Technology & Electronics | 1.72× | ||
| 05 | Wildlife photography | Technology & Electronics | 1.71× | ||
| 06 | Outdoor Photographer | Arts & Culture | 1.67× | ||
| 07 | Travel website | Travel & Leisure | 1.65× | ||
| 08 | Dog collar | Pets & Animals | 1.62× | ||
| 09 | Aritzia | Fashion & Accessoires | 1.61× | ||
| 10 | Dog harness | Pets & Animals | 1.60× | ||
| 11 | Dog lovers | Pets & Animals | 1.58× | ||
| 12 | Baggage | Fashion & Accessoires | 1.58× | ||
| 13 | Luxury real estate | Business & Career | 1.57× | ||
| 14 | Self-love | Health | 1.54× | ||
| 15 | Alpine skiing | Sports | 1.54× | ||
| 16 | Airplane | Cars & Mobility | 1.53× | ||
| 17 | TripAdvisor | Travel & Leisure | 1.53× | ||
| 18 | Landscape | Travel & Leisure | 1.53× | ||
| 19 | Self care | Health | 1.51× | ||
| 20 | Dog walking | Pets & Animals | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.66× | |
| Career Orientation | POWER | 1.20× | |
| Spirituality | BALANCE | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.82× | |
| Family Orientation | CONSERVATISM | 0.92× | |
| Need for Security | CONSERVATISM | 0.94× |
Adventure travel has an estimated audience of 4,182,880 people in Canada, concentrated in Ontario and British Columbia.
50.4% of Adventure travel fans are female, 49.6% are male, with an average age of 42.7 years.
Adventure travel fans show strongest brand affinity for Outdoor enthusiast (1.75×), Aritzia (1.61×), and Self care (1.51×) over the country average.
Adventure travel fans in Canada are most concentrated in Ontario (reach ~2M), British Columbia (reach ~800K), and Quebec (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Adventure travel itself, the audience over-indexes on Aritzia (1.61×), Self care (1.51×), Travel photography (1.9×), and Nature photography (1.75×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada who actively search for Adventure travel. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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