Research

Travel Motivations (TAMS)

The 2006 Travel Activities and Motivations Survey (TAMS) was a comprehensive survey of North American households designed to examine the travel habits, activities and behaviours of Canadians and Americans over a two-year period. It collected information on destination choices (where respondents had travelled on overnight trips in the past two years) and trip activities (types of activities engaged in on overnight trips during the past two years) as well as identified the activities that were the primary motivators for trips.

TAMS was sponsored by the following organizations:

  • The Ontario Ministry of Tourism
  • The Ontario Tourism Marketing Partnership
  • The Canadian Tourism Commission
  • The Atlantic Canada Opportunities Agency
  • The Department of Canadian Heritage
  • Parks Canada
  • Statistics Canada
  • The Quebec Ministry of Tourism
  • Tourism Manitoba
  • Tourism Saskatchewan
  • Alberta Economic Development
  • Destination British Columbia
  • The Government of Yukon
  • The Government of Northwest Territories

The survey was conducted between January and June of 2006. Only adults (18 years and over) were recruited to complete the survey.