Since its inception, Canoo has unlocked Canada for almost 500,000 newcomers, providing free admission to museums, galleries, festivals, concerts, and other experiences across the country. In this quarterly Canoo Insights Report, we are excited to share how Canoo allows members to explore Canada.


$55+ million

in value delivered since Canoo started

490K+

newcomers have participated

289K+

newcomers currently active on Canoo

Canoo offers members unparalleled access to venues across Canada. Members can visit world-class museums, galleries, national parks, and more – all free or heavily discounted. Canoo unlocks local communities for members, offering opportunities for them to make long-lasting connections.


Canoo to Other Provinces

For many Canoo members, the app offers something more: the opportunity to explore beyond their province of residence and discover all that Canada has to offer.

In 2023, thousands of Canoo members travelled outside their province of residence and visited Canoo venues across Canada.

Canoo Visits 2023


As summer unfolds across Canada, it brings a vibrant array of outdoor activities, festivals, and gatherings. Naturally, Canoo visits peak in the summer months. Out-of-province visits follow a similar pattern, demonstrating Canoo’s popularity during the summer holidays when families can travel more easily.


Out-of-Province Canoo Visitors by Province 2023

In the chart below, Quebec stands out for receiving the most out-of-province visitors. Although the overall number of out-of-province visitors was highest in Quebec, the following regional assessments demonstrate higher rates of out-of-province visitors in some smaller provinces, particularly in Atlantic Canada.


Regional Assessment

Western Canada

Western Canada received high rates of out-of-province visitors in 2023. It’s no wonder that so many Canoo members choose to travel to visit these incredible provinces. From seeing the world’s largest T. rex in Saskatchewan to skiing in Banff to whale watching in the Pacific, Western Canada has a lot to offer. Hover over the charts below to see how many Canoo members visited each province.

Local vs Out-of-Province Canoo Visitors – Western Canada 2023

Venues with the most out-of-province Canoo visitors in 2023


Alberta: Royal Tyrrell Museum

In 2023, the Royal Tyrrell Museum welcomed 1909 Canoo visitors from outside of Alberta, including 1104 adult Canoo members with a total of 805 children.


British Columbia: Science World

In 2023, Science World welcomed 2178 Canoo members from outside of BC, including 1252 adults with a total of 926 children.


Saskatchewan: Western Development Museum – 1910 Boomtown

In 2023, the Western Development Museum – 1910 Boomtown welcomed 89 Canoo members from outside of Saskatchewan, including 50 adults with a total of 39 children.

.

Central Canada

In Central Canada, Quebec received notably high rates of out-of-province visitors in 2023. This is no surprise considering the incredible culture and nature in Quebec, in addition to the province’s proximity to 100,000+ Canoo members based in Ontario.

Local vs Out-of-Province Canoo Visitors – Central Canada 2023

Venues with the most out-of-province Canoo visitors in 2023


Manitoba: Canadian Museum for Human Rights

In 2023, the Canadian Museum for Human Rights welcomed 275 Canoo members from outside of Manitoba, including 197 adults with a total of 78 children.


Ontario: Royal Ontario Museum

In 2023, the Royal Ontario Museum welcomed 1819 Canoo members from outside of Ontario, inclduing 1213 adults with a total of 606 children.


Quebec: Biodôme

In 2023, the Biodôme welcomed 6389 Canoo members from outside of Quebec, including 3963 adults with a total of 2426 children.

Atlantic Canada

Across Canada, the highest rates of out-of-province visitors in 2023 were recorded in the Atlantic region. These provinces offer a wide range of culture, history, and outdoor experiences all within close geographic range; it’s no wonder so many Canoo members choose to travel out east!

Local vs Out-of-Province Canoo Visitors – Atlantic Canada 2023


Venues with the most out-of-province Canoo visitors in 2023


New Brunswick: Beaverbrook Art Gallery

In 2023, Beaverbrook Art Gallery welcomed 61 Canoo members from outside of New Brunswick, including 35 adults with a total of 26 children.


Newfoundland and Labrador: The Rooms

In 2023, The Rooms welcomed 114 Canoo members from outside of Newfoundland and Labrador, including 86 adults with a total of 28 children.


Nova Scotia: Maritime Museum of the Atlantic

In 2023, The Maritime Museum of the Atlantic welcomed 734 Canoo members from outside of Nova Scotia, including 482 adults with a total of 252 children.

If you enjoyed reading this report, explore our previous editions of the Canoo Insights Report! Discover more about the invaluable partnerships and stories of Canoo members:

As Canoo continues to improve and expand, our quarterly reports aim to provide insights into Canoo, the diverse individuals it serves, and the meaningful partnerships that bring Canoo to life for newcomers.

FOR IMMEDIATE RELEASE
August 23, 2023

TORONTO, ON — The Institute for Canadian Citizenship (ICC) is proud to announce a new partnership to support its growing network of newcomers that are calling Canada home. Starting today, members of the ICC’s Canoo Access Pass will have access to exclusive offers with CIBC to save money in addition to accessing financial planning tools and advice.

Through this partnership with CIBC, premium offers available exclusively to Canoo members, include:

“The ICC is thrilled to be sharing this exclusive offer from CIBC with Canoo members,” said Daniel Bernhard, CEO, ICC. “CIBC shares our vision of supporting newcomers – Canada’s future –and their ability to one day support Canada. We’re honoured to have found such a sincere partner who shares our belief that Canada succeeds when newcomers succeed.”

“We know that moving to a new country can be overwhelming,” said Jeff Smith, Senior Vice-President, Client Segmentation and Franchising, CIBC. “With rising costs and the need to settle in, exploring Canada isn’t always possible for newcomers. This new partnership highlights the exciting experiences that our country provides and complements what our bank offers to help new residents easily access banking services.”

This new partnership announcement comes at a time when Canoo has been expanding benefits to its members from major institutions across Canada. Earlier this month, Canoo teamed up with Bell, who became the program’s exclusive telecommunications partner, and now offers special mobility and Internet deals to its members.

Canoo’s growing network of welcome partners ensures that newcomers and their families can experience Canada’s most sought after experiences as well as the tools they need to help call Canada home. Since 2010, Canoo has welcomed over 500,000 newcomer members. All recent permanent residents and new citizens can join Canoo by downloading its app for free.  

For more about the app and the growing list of benefits for Canoo members, please visit Canoo.ca.

About

The Institute for Canadian Citizenship (ICC) works to unlock Canada for newcomers, facilitating and encouraging the journey towards full and active Canadian citizenship. The ICC is an independent charity, co-founded in 2006 by the Rt. Hon. Adrienne Clarkson and John Ralston Saul.

About CIBC

CIBC is a leading North American financial institution with 13 million personal banking, business, public sector and institutional clients. Across Personal and Business Banking, Commercial Banking and Wealth Management, and Capital Markets businesses, CIBC offers a full range of advice, solutions and services through its leading digital banking network and locations across Canada, with offices in the United States and around the world.
Ongoing news releases and more information about CIBC can be found at cibc.mediaroom.com.

Media Contacts

ICC / Canoo:
Alex Nanoff
613.709.6318 or media@inclusion.ca

CIBC:
Katarina Milicevic, CIBC Communications & Public Affairs
416.784.6108 or katarina.milicevic@cibc.com   

By Adiba Hasan

In May 2023 the Institute for Canadian Citizenship commemorated the one-year anniversary of our transformative relaunch of the Canoo Access Pass (Canoo). As a charity dedicated to unlocking Canada for newcomers and working to facilitate the journey from arrival to citizenship and belonging, Canoo has proved to be an extraordinary initiative, supporting hundreds of thousands of newcomers to explore and engage with the country.

Free entry to over 1,400 of Canada’s best culture and nature attractions.
Free and discounted tickets to concerts and sports matches.
Exclusive deals with brands like Air Canada, VIA Rail, and tourist attractions like Whale watching, Sea to Sky Gondola, and much more!

Since its inception, Canoo has unlocked Canada for almost 500,000 newcomers, providing free admission to museums, galleries, festivals, concerts, and other experiences across the country. In this quarterly Canoo Insights Report, we are delighted to share some highlights and accomplishments from the past year.

$55+ million

in value delivered since Canoo started

490K+

newcomers have participated

150K+

newcomers currently active on Canoo



Before & After: Relaunching Canoo

Canoo started as a pilot program in 2015 to encourage the newest Canadian citizens to explore museums in their new chosen country. The program evolved into the Cultural Access Pass, which granted discounted or complimentary access to a myriad of cultural and artistic attractions. Since then, the program has transformed into Canoo, Canada’s biggest welcome network for new citizens and recent permanent residents, providing newcomers with access to over 1,400 venues and a multitude of events spanning the vast expanse of Canada, from coast to coast to coast.

In 2018, Canoo saw a modest redemption rate, with a total of 23,854 members taking advantage of the benefits offered. The number of individuals benefiting from Canoo’s offerings remained relatively flat in the years following, ranging from 30,000 to 35,000 members annually (notwithstanding the impact of Covid-19 in 2020-2021). However, with the relaunch of Canoo in May 2022, the program experienced a surge in active memberships, propelling the number of Canoo members to a remarkable 55,027 for 2022 overall.

Barely halfway through 2023, Canoo has again experienced significant growth in sign-ups. Since January, 40,015 individuals have joined the program (this represents 72% of the total downloads recorded in 2022 overall). This rapid growth is a testament to both the appeal and the undeniable value that Canoo brings to the lives of newcomers in Canada.


1,400+ Venues

Museums, Theatres, Art Galleries, Parks and much more!

1,300+ VIP tickets

Calgary Stampede, Seal World Tour, MLSE and much more!

$4,264,565

Value saved by Canoo members since Canoo was relaunched in May 2022



Canoo Memberships: Growing Steadily!

Each day, Canada welcomes one new permanent resident every 1 minute and 5 seconds, and each of these individuals is eligible to benefit from Canoo as they embark on their journey in Canada! Between May 2022 and May 2023, Canoo was activated by 92,666 newcomers and currently, there are 89,940 active Canoo members accessing over 1400 destinations and many events and tourist attraction sites.

92,666 Memberships Activated!

(May 2022-May 2023)

Activations per Month


Almost 90% increase in Canoo Downloads

On relaunch in May 2022, Canoo had 9,379 new downloads. By May 2023, Canoo saw a growth of 87% whereas in May 2023 there were 17,494 new downloads.


Canoo Member Check-ins: A Major Uptick During Holiday Periods

A ‘Check-in’ refers to the moment that a Canoo member visits a venue, attends an event, or participates in an activity offered through Canoo. Over the past year, Canoo members along with their children checked-in more than 213,000 times to different venues and events offered through Canoo. At least half of Canoo members bring children. As shown below, Canoo members check-in the most when major holidays take place — typically during periods when families spend time together. For example, Canoo members and their children checked-in 32,172 times during the Victoria Day long weekend in May 2023, making it the highest check-in period on record!

Check-ins per Month


In the five major holidays listed below, Canoo members saved: $1,980,326
DateHolidayCheck-ins (Adult+Children)Value Saved ($)
August 2022End of Summer Break19,112294,721
December 2022Winter Break13,754275,575
March 2023March Break21,412380,976
April 2023Easter Break26,856513,073
May 2023Victoria Day (Long Weekend)32,172515,981

Testimonials

At the heart of Canoo’s success lies the unwavering support of our members, whose feedback has been invaluable in shaping and expanding this initiative. Without our members’ active participation, the Canoo program, along with the enriching partnerships it has forged across Canada, simply would not thrive. Check out one of our Canoo members’ experiences of Canoo that showcases the value of Canoo in fostering a sense of belonging and exploration in Canada (click here).

Other Canoo Members’ Experiences:

Canoo to us is like a lens through which we can explore Canada, we get to know all the beautiful, scenic, historical & cultural places in one place and in the most economical manner. ~Amandeep Kaur Bhatia

It [Canoo] helped me want to discover more places, and experience more after I moved as I was financially tight and that stopped me from exploring the culture, nature and more, of Canada. Canoo helped me fall in love with my new home. ~Thanzeem Kassim Rawther


If you found this report interesting, dive into our earlier editions of the Canoo Insights Report! We delve deeper into the valuable partnerships and stories of Canoo members:

As Canoo continues to improve and reach new heights, our quarterly reports aim to provide a better understanding of Canoo, the diverse individuals it serves, and the valued partnerships that bring Canoo to life for newcomers.

To stay updated on the latest happenings at the ICC, please sign up here and follow us to get upcoming content from Ideas & Insights at ICC.

More than 200 Newcomers Attend Performance of James Kudelka’s Cinderella.

Venue

Four Seasons Centre for the Performing Arts

Canoo Members

200

On March 14th, the National Ballet of Canada, in partnership with the Institute for Canadian Citizenship, hosted a magical evening for 200 newcomers to Canada. We would like to thank the National Ballet of Canada for this memorable night of beauty, culture and community building. Their commitment to enriching the lives of Canadians through the arts is inspiring.

James Kudelka’s Cinderella was breathtaking, set to Prokofiev’s vibrant score, with Art Deco-inspired designs by David Boechler and lighting by Christopher Dennis. But the night was about so much more than the performance.

The National Ballet is a valued Canoo partner, providing new Canadians and their families with access to exceptional cultural events. And thanks to their incredible generosity, last night marked the first time that 200 Canoo members gathered together under one roof. It provided a unique opportunity for newcomers to connect with members of the National Ballet, Canoo team members – and each other.

The night started with an exclusive Canoo pre-performance reception, held in the magnificent Four Seasons Centre for the Performing Arts. Just being in the same room as the stunning architecture, beautiful artwork and talented performers was enough to evoke a feeling of awe and electricity.

The evening’s events were introduced by Lisa Robinson, Senior Manager of Education & Community Engagement at the National Ballet of Canada, followed by remarks from Barry Hughson, Executive Director of the National Ballet and The Rt. Hon. Adrienne Clarkson & John Ralston Saul, Co-Founders, Institute for Canadian Citizenshipand First Soloist, Tanya Howard.

They all emphasized the National Ballet’s commitment to enriching the lives of Canadians and the power of the arts to foster belonging and inclusion. In attendance were ICC’s founders, the Rt. Hon Adrienne Clarkson and John Ralston Saul.

“Many organizations declare themselves to be welcoming to newcomers, but the National Ballet does more than talk: they deliver a tangible, first-class welcome via Canoo. Our founders, the Rt. Hon Adrienne Clarkson and John Ralston Saul are long-time champions of the ballet and big believers in the power of the arts to foster belonging. With this partnership, we honour their legacy of building citizenship through culture, and reaffirm the National Ballet’s position as one of Canada’s most welcoming cultural institutions.”

–          Daniel Bernhard, CEO, Institute for Canadian Citizenship

As newcomer Citizenship rates drop across the country, the National Ballet’s initiative, in partnership with the ICC, is a testament that Canada has the potential to reverse this trend and provide true welcoming moments for Canada’s newest peoples.

Thank you to all who attended this wonderful event! Please share your experience (and photos!) on our social channels @CanooPass, @Inclusion.ca and in the comments.

Please click here to view all photos from The National Ballet and Canoo event.

According to Statistics Canada, over 7 million women living in Canada were born outside of the country, and in 2022, IRCC welcomed 242,884 female permanent residents, 52% of the total new permanent residents.

In our very own Canoo domain, women also make up 52% of the Canoo member base and in celebration of International Women’s Day, this Canoo Insights Report looks at the usage of Canoo by Canoo women members.

Main takeaways from this report:

Recap: What is a Canoo Insights Report?

Canoo Insights Report is a quarterly series started by Ideas & Insights at the Institute for Canadian Citizenship that sheds light on our Canoo Access Pass program. Through these quarterly reports, we hope to:

  1. Give readers a sense of the Canoo program
  2. Reveal the impact of Canoo on its diverse members
  3. Provide a glimpse into the moving parts of the Canoo program that make it the biggest welcome network in Canada

Here are some highlights about Canoo:

$45+ million

in value delivered

450K

newcomers have participated

65K +

newcomers currently active on Canoo


Canoo Members since 2018: 222,280

Women Members since 2018: 94,950

222,280 people have become Canoo members since Canoo transitioned from a paper pass into a mobile app in 2018. Since then, Canoo has served 94,950 women.

There are 65,690 currently active Canoo members participating in the program within their 12 months of access (a 25% increase from the previous Canoo Insight Report), and 33,226 of the currently active Canoo members are women.


Gender Distribution of Active Canoo Members


Visits by Canoo Women members

When a Canoo member visits a place or participates in an activity through the app, we refer to it as a “check-in“. Since May 2022, Canoo members have made 78,460 check-ins at places across the country. Women have made up slightly more than 50% of the check-ins.

Check-ins by Canoo women members since May 2022: 40,440

Canoo Women Member Check-ins by Status
  • A majority of women member check-ins have been made by citizens. Canoo was originally available only to new citizens and in May 2022, permanent residents became eligible to join Canoo.

Time of Day Check-in by Canoo Women Members
  • Majority of Canoo women members (55%) check-in in the evening, while 44% check-in in the afternoon. The morning is not popular among our Canoo members and only 59 women checked in the morning.

Dollar Value Delivered by Canoo

Canoo delivers significant value to members by offering heavily discounted or free access to events, places, and lots of activities across Canada. According to a recent survey of 5,000 Canoo members (of which 54% were women), approximately 45% of members express that affordability is the most significant barrier they face when accessing activities.

$ 2,643,452

overall value saved by all Canoo members since May 2022

$ 1,373,045

overall value saved by Canoo Women members since May 2022

Dollars Saved by Women per Province


Top 5 Places Visited by Canoo Women Members

Through Canoo, women members have access to a variety of places across Canada. In every province and territory, women members can choose to visit museums, parks, events, and more. Here are some of the most popular places visited by Canoo women members in Canada.

Alberta

Since May 2022, Canoo women members checked in 4,290 times to the top 5 places in Alberta.

Value saved from visits to the top 5 places:

$ 84,071

British Columbia

Since May 2022, Canoo women members checked in 1,732 times to the top 5 places in British Columbia.

Value saved from visits to the top 5 places:

$ 41,547

Manitoba

Since May 2022, Canoo women members checked in 845 times to the top 5 places in Manitoba.

Value saved from visits to the top 5 places:

$ 9,940

Nova Scotia

Since May 2022, Canoo women members checked in 599 times to the top 5 places in Nova Scotia.

Value saved from visits to the top 5 places:

$ 5,944

Ontario

Since May 2022, Canoo women members checked in 14,066 times to the top 5 places in Ontario.

Value saved from visits to the top 5 places in ON:

$ 362,414

Quebec

Since May 2022, Canoo women members checked in 2,053 times to the top 5 places in Quebec.

Value saved from visits to the top 5 places:

$ 43,374

Saskatchewan

Since May 2022, Canoo women members checked in 107 times to the top 5 places in Saskatchewan.

Value saved from visits to the top 5 places:

$ 855

Did you find this report Interesting? If you want to read more, check out some of the earlier issues of Canoo Insights Report that highlight Canoo partners and members:

As Canoo is evolving and becoming better every day, we hope that these quarterly reports help readers to understand what Canoo is, who are the people that Canoo serves, and get to know some of the partners and services that ultimately bring Canoo to life for newcomers.

Interested in following us? Please sign up here for more updates happening at the ICC and follow us to get upcoming content from Ideas & Insights at ICC.

A new survey by the Institute for Canadian Citizenship is shedding light on a worrying sense of isolation amongst newcomers in the wake of the Covid-19 pandemic. It also highlights a strong desire amongst newcomers to get involved in more social and recreational activities in Canada.



Almost 5,000 Canoo members responded to the Newcomer Activities and Interests Survey, designed by the Ideas and Insights team at the ICC, which aimed to explore the kinds of social and recreational activities new permanent residents and new Canadian citizens enjoy participating in. The survey also explored the impact of Covid-19 on newcomers, as well as their experience with various barriers to accessing social and recreational activities.


Among the various findings of the survey, major insights include:

66.8% of respondents strongly agree (27.9%) or somewhat agree (38.9%) that the impact of Covid-19 on their social and recreational activities has left them feeling more isolated.

87.3% of respondents strongly agree (59.7%) or somewhat agree (27.6%) that participating in activities that make them feel comfortable and welcome increases their sense of belonging and connection to Canada.

83.5% of respondents strongly agree (50.7%) or somewhat agree (32.8%) that participating in activities with diverse groups of people increases their sense of belonging and connection to Canada.

95.57% of respondents indicated that they would like to increase their participation or attendance in social and recreational activities.


About the Survey:

The Newcomer Activities and Interests Survey was shared with the ICC’s Canoo member network and was open between 24th January to 31st January 2023. By completing the survey, respondents could opt-in to being entered into a draw for a $500 gift card. 4,929 Canoo members responded to the survey out of which 4,127 completed it in full. Partial survey completions were removed prior to the analysis.


To see the survey results in full, click here.

2022 Was a Year of Expansion and Innovation for the Institute for Canadian Citizenship (ICC).


ICC Welcomed Thousands of New Citizens Through Enhanced Citizenship Ceremonies

The ICC worked with Immigration, Refugees and Citizenship Canada (IRCC) to host 61 enhanced citizenship ceremonies, in-person and online, welcoming 4,739 newcomers into our Canadian family.

4,739

Newcomers welcomed through enhanced ceremonies in 2022

61

Enhanced Citizenship Ceremonies


Canoo Went to New Heights

Additionally, Canoo, our one-of-a-kind app that gives newcomers free VIP access to +1,400 of Canada’s best cultural and outdoor experiences, saw remarkable growth and has the highest number of activated accounts since launching in 2019.

Canoo makes it possible for newcomers to experience our rich culture and build memories with their families. In 2022, there were more than 61,000 Canoo check-ins by adults and just under 50,000 by children. During this holiday season alone, there were more than 10,000 check-ins to various winter events, activities and venues.

10,000+

check-ins during the holiday season

61,000+

adult check-ins

50,000+

children check-ins


ICC Research Uncovered Interesting Findings

This year, in collaboration with Andrew Griffith, the ICC also launched the Citizenship and Immigration dashboard, which tracks permanent resident admissions and new citizens using #IRCC data.

This dashboard makes available important stats and information, including how many permanent residents are admitted each month, the number of new citizens, how many people are inquiring about Canadian citizenship and more.

The ICC also works with partners and program participants to drive research and develop cutting edge insights on inclusion and citizenship.

In 2022, the ICC worked with Canada Research Chair Dr. Rupa Banerjee to produce the report ‘Time to Change Focus? A Review of Immigrant Labour Market Barriers, Outcomes and the Role of Employers in Canada‘.

This report reviews the current state of research on immigrant labour market barriers and outcomes in Canada, highlighting the need for future research that explores the impact of employers on immigrant labour market outcomes.


The LaFontaine-Baldwin Lecture Welcomed Canada’s Governor General

On October 6th, 2021, together with the University of Calgary, the ICC hosted the 19th Annual LaFontaine-Baldwin Lecture, delivered by Canada’s Governor General, Her Excellency the Right Honourable Mary Simon. It was beautiful to see guests in person and nearly 400 Canoo members were in attendance!

Her Excellency addressed the importance of teaching Canada’s true history – the good and the bad – both as acts of reconciliation and citizenship for all Canadians, including newcomers. This was followed by a moderated conversation with ICC co-chair John Ralston Saul on the lecture theme: Reconciliation and Evolution of Canada.

Her Excellency the Right Honourable Mary Simon will deliver the 19th LaFontaine-Baldwin Lecture at the Jack Singer Concert Hall in Calgary on October 6, 2022.

Her Excellency the Right Honourable Mary Simon delivered the 19th LaFontaine-Baldwin Lecture.

The ICC and 1000+ attendees learned that we, as Canadian citizens, must know, advocate and amplify the stories of indigenous peoples, as they have been silenced for too long.

How are newcomers to Canada valuable in advancing reconciliation? We think newcomers are more supportive and eager to learn Canadian history. Newcomers who have faced biases and understand the legacies of colonialism worldwide push for an equal and inclusive country, advancing human rights for all.

In 2023, we will continue to work towards making Canada the most welcoming country in the world. We look forward to sharing more research, positive results, and Canoo success stories in the months to come.


The Canoo Impact

Canoo was initially offered to new Canadian citizens, who make up the majority of members. With the relaunch of Canoo in May 2022, Canoo is now offered to permanent residents for the first time, and more than 15,000 permanent residents have become members since.

$1.9+ million

in value delivered in 2022

110,000+

canoo member check-ins

> 40%

of members bring children on their visits


Meet Canoo Members

Toni Agbaje-Ojo, at the ICC, interviewed Canoo members on their experience using Canoo and covered a range of topics, from understanding what their transition to Canada was like to how Canoo helped them find a sense of belonging in Canada.

Highlighted below are two Canoo members who explain their journey in Canada and use Canoo to create memories and feel connected to Canada.

What is a Canoo Insights Report?

This is the next installment of our first Canoo Insights Report, a quarterly series started by Ideas & Insights at the Institute for Canadian Citizenship. Through these quarterly reports, we hope to:

  1. Give readers a sense of the Canoo program
  2. Reveal how Canoo is the bridge that unlocks the best of Canada to newcomers
  3. Give readers a glimpse into the moving parts of the Canoo program that make it the biggest welcome network in Canada

What is Canoo?

Canoo is a distinctly Canadian innovation that translates our country’s openness to newcomers. Through the Canoo app, Permanent Residents and new citizens get a 12-month membership that unlocks free VIP access to over 1400 locations and experiences across Canada.


Learn About the Canoo Members

Canoo was initially offered to new Canadian citizens, who make up the majority of members. With the relaunch of Canoo in May 2022, Canoo is now offered to permanent residents for the first time, and more than 15,000 permanent residents have become members since.

$45+ million

in value delivered

450K

newcomers have participated

> 40%

of members bring children on their visits

Who is eligible to become a Canoo member?

Eligible immigrants can download the Canoo app, verify their immigration status, and gain access to tens of thousands of dollars worth of benefits + knowledge on what to do in Canada. The whole process takes less than 5 minutes


Canoo Member Lifecycle:

Download Canoo

The first step is to download Canoo through Google Play or the App store

Verification

If eligible, members will verify their immigration status on the app by scanning their PR card or citizenship certificate

Activation

Once verified, members can choose when they want the 12-month membership to begin (some may choose to activate later depending on their schedule, upcoming offers they want to use, etc.)

Check-in to Places

Once activated, members gain access to arts and cultural venues, sports events, festivals, and more than 1400+ locations


Canoo Members since 2018: 194,760

Canoo transitioned from a paper pass to a mobile app in 2018. Since becoming digital, Canoo data show that 194,760 people have become Canoo members. Of this, there are 48,250 current active Canoo members.

Time frame: May 6th, 2022 – December 12th, 2022

Total Members Since 2018

Currently Active PRs17,190
Currently Active Citizens34,510
Alumni102,250
Downloaded40,810
Total194,760

Gender Distribution of Active Canoo Members

FemaleMale
PR8,950 (52%)8,170 (48%)
Citizens17,190 (50%)17,320 (50%)

1) 67 Permanent Resident Canoo members identified as “no gender” or “non-binary”;

2) 25 citizen Canoo members identified as “no gender” or “non-binary

X-axis: Immigration Status, Y-axis: Canoo Members


Age Distribution of Canoo Members

Canoo serves diverse age groups, but a majority of active members are between 25 to 44 years old: 20,218 females, 19,222 males

AgeFemaleMale
18-241,217953
25-349,6308,017
35-4410,58811,205
45-542,6963,324
55-64763798
65-74339364
75+997944

X-axis: Age, Y-axis: Canoo Members


Canoo Members with Children

In the last 12 months, the total number of adults admitted to Canoo is more than 50,000 members. Of this, 42 percent of Permanent Residents and 49 percent of new citizens brought children to Canoo partner sites.

Has ChildrenNo Children
PR8,081 (47%)9,112 (53%)
Citizen19,684 (57%)14,826 (43%)

X-axis: Immigration Status, Y-axis: Canoo Members


Time of Day Check-in

Most Canoo members, regardless of having children or not, visit places in the afternoon to evening.

X-axis: Time of Day, Y-axis: Canoo Members


Canoo members’ Countries of Origin

Active Users by Country of Origin

X-axis: Country of Origin, Y-axis: Canoo Members

Permanent Residents
(Top 10 Countries of Origin)

5,947

PR Canoo members of Chinese Origin

Citizens
(Top 10 Countries of Origin)

6,922

Citizen Canoo members of Indian Origin

In the last 12 months, the highest number of new citizen members were of Indian origin, while the highest number of permanent resident members were of Chinese origin. These trends in permanent resident and new citizen members are relatable to IRCC data on immigration and citizenship numbers, which are available to the public through the ICC’s immigration and citizenship dashboard here.


Days to Activation

Once a potential Canoo member downloads the app, how long does it take for them to activate their membership?

85% of members activate their membership within the first 30 days, and of those 67% of Canoo members check-in to their first location within the first week of activation.

% of members activating Canoo membership


Stories from Canoo

While empirical data is important, direct narratives from Canoo members are also vital. Toni Agbaje-Ojo, at the ICC, interviewed Canoo members on their experience using Canoo and covered a range of topics, from understanding what their transition to Canada was like to how Canoo helped them find a sense of belonging in Canada.

In conversation, Canoo members identified three transformative experiences:

  1. Exposure to new experiences, places, and people
  2. An increased sense of belonging in Canada
  3. Building memories and relationships within families, between newcomers and Canadians, and between newcomers and the cities they call home

Highlighted below are two Canoo members who explain their journey in Canada and use Canoo to create memories and feel connected to Canada.


As Canoo is evolving and becoming better every day, we hope that these quarterly reports help readers to understand what Canoo is, who are the people that Canoo serves, and get to know some of the partners and services that ultimately bring Canoo to life for newcomers.

Interested in following us? Please sign up here for more updates happening at the ICC and follow us to get upcoming content from Ideas & Insights at ICC.

Welcome to the first Canoo Insights Report

This is the first Canoo Insights Report, which is a quarterly series started by Ideas & Insights at the Institute for Canadian Citizenship. Through these quarterly reports, we hope to:

  1. Give readers a sense of the Canoo program
  2. Reveal how Canoo is the bridge that unlocks the best of Canada to newcomers
  3. Give readers a glimpse into the moving parts of the Canoo program that make it the biggest welcome network in Canada

What is Canoo?

Founded in 2010 and formerly known as the Cultural Access Pass (CAP), Canoo is a distinctly Canadian innovation that translates our country’s openness to newcomers. Through the Canoo app, Permanent Residents and new citizens get a one-year membership that unlocks free VIP access to over 1400 locations and experiences across Canada (e.g., Concerts, arts & culture, travel, volunteering, etc.). Canoo originally served new citizens within their first 12 months of citizenship, but in May 2022, the ICC relaunched Canoo and expanded eligibility to more than two million recently arrived permanent residents.


The Problem

The Canadian government pledges to welcome more than 1.45 million permanent residents between 2023 and 2025 and general support for immigration in Canada remains strong. However, the number of permanent residents choosing to become citizens has dropped significantly since 1996, and a survey commissioned by the ICC in March 2022 showed that 30% of recent newcomers under 35 said they are likely to leave Canada within two years.

Like other countries, Canada depends on immigrants, and without their contributions, Canada will struggle to provide good-quality public services and economic growth will decline.

The Solution

Through Canoo, the ICC is on a mission to unlock the best of Canada so that immigrants don’t just come here, but also see themselves as a part of Canadas future, love it, and become citizens and equal contributors to the country’s shared prosperity and success.

The goal is to create the best possible experience for newcomers in their early years. The ICC has responded by:  

  • Expanding the range of benefits available through Canoo
  • Opening the program to 2 million permanent residents in May 2022
  • Providing opportunities for Canadian institutions and companies to join Canada’s largest welcome network

Who are Canoo Partners?

Canoo partners make up Canada’s largest welcome network; a unique model in the world.

Canoo has two partnership streams:

Canoo offer partners Canoo’s backbone

Canoo offer partners join the network when they commit to bringing great value to newcomers via Canoo. These partners provide free access or significant discounts to their places, experiences, and products. It is about rolling out the red carpet and showing newcomers in tangible ways that they are welcome and wanted in Canada. In other words, they bring Canada’s welcoming spirit to life.

Canoo enables its offer partners to connect directly with newcomer audiences, the fastest-growing demographic in Canada, along with Indigenous peoples. The partnership also supports Canoo’s offer partners’ diversity and inclusion mandates, helping demonstrate impact in the newcomer sphere internally and externally. 

All of Canada’s top cultural institutions and most parks are part of Canoo, as are Canada’s flagship airline, Air Canada, and rail company, VIA Rail. Three of the top five most recognizable Canadian retailers recently joined the network and will start publishing their Canoo offers in 2023.

The ICC’s success rate in securing the participation of major brands we’ve outreached to in 2022 is 100%. This is a testament to Canadians’ commitment to welcoming newcomers. We continue to expand our offering each month, bringing on new corporate, cultural, and civil society partners eager to join the Canoo welcome network. 

Canoo’s partnerships with immigrant-serving organizationsFurther connecting Canoo & the ICC to the newcomer community

Beginning in May 2022, Canoo has been forming a pan-Canadian network of immigrant-serving organizations, such as settlement agencies. These agencies connect newcomers to Canoo, link Canoo members to agency services, and provide valuable counsel to Canoo’s strategic planning.


Canoo places across provinces and territories

Some Canoo partners offer discounts and free admission to their places. These places are situated across all provinces and territories.

Places per ProvinceNo. of Sites
Other (parks, historical sites, museums, art galleries, festivals, theatres)340
Ontario268
Nova Scotia51
British Columbia50
Quebec50
Alberta46
Saskatchewan23
Manitoba21
Newfoundland and Labrador18
New Brunswick11
Northwest Territories7
Yukon7
Prince Edward Island4
Nunavut3

Canoo partners by category

Canoo partners range from provincial parks and festivals such as the Vancouver International Film Festival, Calgary Stampede, and the Toronto Film Festival, and many discounted and free offers to venues and activities like museums, science centres, and art galleries. In 2022, Air Canada, Canada’s national airline joined Canoo to expand the program’s travel offerings with VIA Rail who’s been with Canoo since 2012. These travel offerings allow Canoo members to discover Canada barrier-free beyond their place of residence.

Places by Category

Place CategoryNo. of Places
Park516
Museum165
Historic Site121
Art Gallery69
Theatre11
Science Centre7
Sports3
Aquarium1
Convention Centre1
Festival1
Library1
Zoo1

Top 5 visited places by Province

Time frame: May 6th, 2022 – December 7th, 2022

Alberta

Since the relaunch of Canoo in May 2022, Heritage Park Historical Village was the topmost visited site by Canoo members with 1,944 adults and 2,201 children. A living history museum and educational centre located in Calgary, the Heritage Park Historical Village exhibits western Canada from 1860s to 1950s along with amusement rides, restaurants, and event venues.

TELUS Spark Science Centre became the top most visited site for Canoo members with children, welcoming 2,319 children. An interactive science museum that has the largest dome theatre and ignites curiosity in the world of science, technology, and innovation.

Alberta: Top 5 Places Visited

Alberta: Top 3 Places Children Visited

In addition to the places featured in the above graphs, Canoo members received 500 free tickets to the 2022 Calgary Stampede, hundreds of complimentary and discounted tickets to performances by the Alberta Ballet, Calgary Opera, and Calgary Philharmonic Orchestra, dozens of free tickets to the 2022 Calgary Folk Music Festival, and unlimited discounted tickets to Calgary International Fringe Festival.

British Columbia

The Vancouver Art Gallery was the top visited site by Canoo members with 413 adults. It is recognized as one of North America’s most innovative visual arts institutions that gives space and focus to First Nations artists and the art of the Asia Pacific region.

Science World recently joined Canoo in September 2022 and became the top visited site for Canoo members with children, welcoming 264 children. Science World is an interactive museum that attracts children with its live science demonstrations.

BC: Top 5 Places Visited

BC: Top 3 Places Children Visited

In addition to places featured in the above graphs, Canoo members received 400 free tickets to the 2022 Vancouver International Film Festival, with 200 additional free tickets being offered for their year-round film screenings. Members also received discounted paddling lessons with Dragon Boat BC, exclusive tickets to BC Lions sports matches, 75 free tickets to Ballet BC’s opening show of the season, and regularly-offered complimentary tickets to performances at Vancouver Island’s Belfry Theatre

Manitoba

Since the relaunch of Canoo in May 2022, Manitoba Children’s Museum was the most visited site in Manitoba – 403 adult Canoo members and 541 children. It is housed in the oldest train repair facility in Manitoba and it “exists to spark kids’ creative learning”.

Manitoba: Top 5 Places Visited

Manitoba: Top 3 Places Children Visited

Nova Scotia

Since the relaunch of Canoo in May 2022, the Maritime Museum of the Atlantic was the topmost visited site by Canoo members with 281 adults in Nova Scotia. One of the oldest and largest maritime museums in Canada, it hosts a large collection of elements that highlight the province’s marine history.

The Discovery Centre is the top most visited site by Canoo members with children, welcoming 221 children. It is an interactive science museum located on the Halifax waterfront.

Nova Scotia: Top 5 Places Visited

Nova Scotia: Top 3 Places Children Visited

Ontario

Since the relaunch of Canoo in May 2022, the Toronto Zoo was the topmost visited site by Canoo members with 4,043 adults who brought along 3,502 children on their visits.

Ontario: Top 5 Places Visited

Ontario: Top 3 Places Children Visited

Canoo members have had access to incredible events and experiences in Ontario such as:

  • 1000s of free concert & show tickets offered by MLSE such as Amy Schumer, Disney on Ice, Eagles, Leon Bridges, and many more. Along with shows and concerts MLSE has also offered free and discounted tickets to check out sports matches for the Toronto Football Club, the Argonauts, and the Toronto Marlies
  • 1000’s of free and discounted performance tickets to the National Ballet, Toronto Symphony Orchestra, Canadian Opera Company, London Symphonia, Tarragon Theatre more
  • Discounts to amazing immersive experiences with Lighthouse immersive
  • Free tickets and membership to a variety of different Festivals such as the Toronto International Film Festival, HotDocs Film Festival, Toronto Fringe Festival, Syria Film Festival, Inside Out
  • Canoo members have had access to learning how to camp and explore Ontario Parks with the Ambassador program offered by Ontario Parks
  • Experience workshops for kids and parents alike with Little Canada, Aurora Cultural Centre, Robert McLaughlin Gallery

Quebec

Since the relaunch of Canoo in May 2022, Montréal Museum of Fine Arts attracted the most Canoo members with 639 adults. It is the oldest museum in Canada (founded in 1860), comprising over 45,000 artworks showcasing Quebec, Canadian heritage, and international art.

The Montréal Science Centre is situated in the heart of Old Port of Montréal and attracted 416 children of Canoo members. The centre includes interactive, innovative, and educational activities and creates a scientific space filled with fun and wonder.

Quebec: Top 5 Places Visited

Quebec: Top 3 Places Children Visited

Saskatchewan

A network of four museums in Saskatchewan, the Western Development Museum attracted the most Canoo members to learn about the social and economic development of the province.

Since the relaunch of Canoo in May 2022, the Western Development Museum was visited by 69 adults and 103 children.

Saskatchewan: Top 5 Places Visited

Saskatchewan: Top 3 Places Children Visited


As Canoo is evolving and becoming better every day, we hope that these quarterly reports help readers to understand what Canoo is, and get to know some of the partners and services that ultimately bring Canoo to life for newcomers. Stay tuned for Canoo Insights: Part 2 which will be published on December 13th, 2022.

Interested in following us? Please sign up here for more updates happening at the ICC and follow us to get upcoming content from Ideas & Insights at ICC.

Spotlight on Canoo Members, sponsored by Canadian Western Bank   

After getting his citizenship in 2019, Canoo member Smeet Pandya has embraced all that Canada has to offer, especially all the different types of weather. When we asked what he loved most of all about his chosen country, he said there was no contest. Having four seasons is the best.  

About Smeet

Arriving from India and settling in Toronto, Ontario, Smeet and his wife have had a great time exploring Canada with the Canoo app. Smeet originally picked Canada for personal growth and to get to be a part of one of the most multicultural countries in the world. Getting to create memories in cultural places has been a big part of him feeling like he is a part of the mosaic that is Canada.  

“Access to cultural places plays a vital role in building a strong community that feels inclusive and like home,” he said.   

Smeet and his wife used their Canoo benefits to travel across the country and enjoy some of Canada’s most stunning natural sites with VIA Rail.  

“Last year my wife and I decided to utilize our Christmas holidays by visiting the Canadian Rockies, so we explored the Canoo app and found out that free entry to National Parksis included,” Smeet told us. “We decided to use our discount at VIA Rial. We departed from Toronto Union Station in a VIA Rail Premium coach and the experience was breathtaking. This was the best trip we ever had.”  

Smeet and his wife traveled on VIA Rail’s Great Western Wayline, which runs from Toronto, Ontario to Vancouver, British Columbia. The trip offers unique views from beautiful northern Ontario to the awe-inspiring area of the Prairies, all the way to the stunning majesty of the Rockies. The Pandyas loved every minute of it.  

“The train experience was so amazing, and we got to see the mountains as the train cruised through the dense forest and snowy hills. We visited Banff and Jasper National Park, and celebrated Christmas in the town with the locals. Skating on Lake Louise was an experience on its own. Our trip of 10 days went so fast, and we would love to do it again.”  

We got to see the natural wonders of the True Canadian North, which we would have never planned if it wasn’t for Canoo. Thanks a ton!”  

We’re so glad that the Pandya family was able to see so much of this incredible country, and we’re wishing them a long, happy, and peaceful life in Canada, with many years of exploring the mountains ahead. Thanks to Canadian Western Bank for supporting Canoo so that Smeet and thousands of newcomers like him get to build incredible memories in Canada’s one of a kind cultural sites.   

Are you interested?

If you’re interested in discovering some of the same incredible natural sites that Smeet enjoyed, check out Banff National Park and Jasper National Park in the Canoo app. The summer season is just getting started, and the parks are ready and waiting for you to build lifelong memories in them. Happy exploring!  

Looking for other Canadian spots to explore over the summer, from coast to coast? Check out our guest post with Windmill Microlending, where we’ve spotlighted some of our member’s favourite places in Canada. 

Want to discover Canada through the windows of a train?VIA Rail generously provides a one-time 50% discount on traintravel to all Canoo members!To unlock this offer, open the Canoo app, select “More” on the bottom right of your screen, and then click Via Rail Offer and follow the onscreen instructions. 

Would YOU like to be featured in our next newsletter? Fill out this questionnaire about your Canoo journey to be eligible to be featured in an upcoming Canoo Spotlight.

Canoo gives new Canadian citizens and their families access to more than 1400 arts and culture spaces and parks across Canada. While Canoo is free to use, it’s not free to operate. As a charity, we rely on donations to help keep Canoo available and free for new citizens. With your generous support, we can help thousands of new Canadians and their families feel like they belong. Give the gift of Canoo! Become a monthly donor today.