Visitors from the United States tend to be older couples looking for cultural experiences. They are seeking experiential opportunities, beautiful scenery, and the ability to relax and escape routine. Most U.S. residents take trips within their own country, with Canada another top destination of choice.

Percentage of visitation: 9

Average age of visitor: 55-64

Average visitor party spending: $1,000-$1,500

Average length of stay: 6.5-8.5 nights

New England (Boston, Maine, and New Hampshire)

Percentage of visitation: 3

Nova Scotia targets the New England market through a marketing partnership with Bay Ferries Ltd.

Mid-Atlantic New York, New Jersey, and Pennsylvania)

Percentage of visitation: 2

The mid-Atlantic is Pacific is Nova Scotia's priority U.S. market under the Atlantic Canada Tourism Partnership agreement.  Recent research of long-haul travellers in the mid-Atlantic market indicated that aided awareness of Nova Scotia in general was high at 83 per cent.  When described the benefits of a Nova Scotia vacation, 20 per cent said they would consider it in the future. Given the overall size of the market and the ease of access to Nova Scotia, the mid-Atlantic area holds good potential for growth.

Pacific (Los Angeles, San Francisco, and Oregon)

Percentage of visitation: 1

The Pacific is a developmental market for Nova Scotia in partnership with the Atlantic Canada Tourism Partnership. Recent research of long-haul travellers in the Pacific market indicated that aided awareness of Nova Scotia in general was high at 81 per cent.  When described the benefits of a Nova Scotia vacation, 16 per cent said they would consider it in the future.

East North central (Chicago)

Percentage of visitation: 1

The Nova Scotia Air Gateway committee identified Chicago as a market because of the direct flights, opportunity to grow leisure, business and meeting and convention business, and the links with Nova Scotia's product offering, including Celtic culture. The gateway committee leads marketing initiatives in the Chicago market.