Since its inception, Canoo has unlocked Canada for over 750,000 newcomers, providing free admission to museums, galleries, festivals, concerts, and other experiences across the country. For this quarterly Canoo Insights Report, we’re taking a look at our members and venues in Ottawa to better understand Canoo’s presence in our nation’s capital.
752K+
newcomers have participated
Canoo Memberships Continue to Increase
Since we published our last Canoo Insights Report in June, Canoo membership continued to increase. The following graph shows overall Canoo member growth (adults + children) and monthly member growth from June to August 2024.
Correction note December 3, 2024: The following graph was previously mislabeled as “New Adult Canoo Members” and “Total Adult Canoo Members”. The labels have been updated to reflect that the graph shows both adult members and the children associated with them.
Canoo Member Growth June – August, 2024
Ottawa Canoo Members
Ottawa, Canada’s capital, is a vibrant city with diverse activities for locals and visitors alike. The following graph demonstrates adult Canoo member growth in Ottawa in 2024 so far (January 1 – August 31). The bar chart displays increases in adult Canoo memberships in Ottawa per month in 2024. The line graph displays total adult Canoo members in Ottawa. Canoo membership has grown steadily in Ottawa, reaching nearly 40,000 adult Canoo members by the end of July 2024.
Canoo Member Growth in Ottawa
Ottawa Canoo Member Demographics
The following graph shows the top ten countries of origin among Ottawa-based Canoo members. The second graph shows the top ten countries of origin among all Canoo members nation-wide. There are several countries that appear on the Ottawa top ten but not on the national top ten: Morocco, Algeria, Lebanon, and Syria. Morocco, Algeria, and Lebanon all have significant French-speaking populations; these immigrants may be drawn to the bilingualism of Ottawa.
Top Countries of Origin of Ottawa-Based Canoo Members
Top Countries of Origin of Canoo Members Overall
Most Popular Ottawa Venues
Ottawa has a wealth of museums and galleries that showcase history, art, and culture from Canada and around the world. Check out the graph below to see some of the most popular Canoo venues in the Ottawa region, based on the number of admissions from January to July 2024.
Ottawa Canoo Venues by Admissions
Out-of-Province Canoo Admissions in Ottawa
In an earlier Canoo Insights Report, we shared how Canoo members use the app to travel across Canada. And as you can see from the graph above, Ottawa has plenty of exciting venues to keep visitors entertained. It’s no wonder so many Canoo members are travelling to this great city! The following graphs show how many Canoo members from each province (outside of Ontario) visited Canoo venues from January to July 2024. The graphs are split into visits from Canoo members located in the east, central, and west regions.
Canoo Visitors from Eastern Canada
Canoo Visitors from Central Canada
Canoo Visitors from Western Canada
Canoo into Ottawa
Want to learn more about Canoo members and venues in Ottawa? Check out the following blogs for more information:
If you found this report interesting, be sure to check out our previous editions of the Canoo Insights Report:
- Canoo Insights report: Part 4 Happy Canoo-versary!
- Canoo Insights Report: Canoo Across Canada
- Canoo Insights Report: Member Growth and Highlights
As Canoo continues to improve and expand, our quarterly reports strive to offer inspiring stories of Canoo members and highlight the essential collaborations that make these experiences possible.
Stay up-to-date with the latest news from the ICC by subscribing here and following Ideas & Insights.
Since its inception, Canoo has unlocked Canada for over 660,000 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.
667K+
newcomers have participated
Canoo Memberships Continue to Increase
In the past few years, the Canoo network has expanded significantly. Canoo now offers members access to over 350 partners, with thousands of experiences available on the app.
With the expansion of the program, Canoo membership experienced dramatic growth. In our Canoo Insights Report: Part 4, published in July 2023, we predicted that 80,030 new members would join Canoo in 2023. We surpassed that number by 68%, with more than 134,000 new members joining Canoo in 2023. In 2024, we expect to receive more than 225,000 new members. This incredible growth demonstrates the appeal of the Canoo program and its vast partner network to newcomers.
Sign-ups per Month
May 2023-May 2024
The following graph demonstrates the number of Canoo sign-ups per month over the past year. Canoo sign-ups typically peak during school holidays, such as July (summer break) and December (winter break). This year, the sign-ups in May 2024 surpassed last year’s May sign-ups and are nearly as high as the peak July 2023 sign-ups.
Peak Month | Number of Sign-ups (Adult + Child) |
July 2023 | 35,245 |
December 2023 | 21,917 |
May 2024 | 29,754 |
Year-over-year Change in Canoo Membership
When comparing Canoo sign-ups from the same period one year apart, we can see that the peaks in sign-ups remain similar, but the number of Canoo sign-ups drastically increased from 2022/2023 to 2023/2024. The biggest increases were in the summer months; July 2023 saw a 55% increase in sign-ups compared to July 2022.
Sign-ups per month (Adult + Children)
2022/2023 vs 2023/2024
Gender Breakdown of New Canoo Members
(Signed up May 2023 – May 2024)
Overall, 78 Canoo members selected “no gender” or “non-binary”.
The gender breakdown of members who signed up in the past year reflects the Canadian population overall, with slightly more females than males.
Children Canoo through Canada
Many Canoo members join the app to take advantage of the child-friendly activities they can participate in with their whole family. Although the percentage of Canoo members with children has decreased slightly in the most recent one-year period compared to the same period in 2022/2023, nearly half of all Canoo members joined with children.
Sign-up Period | Has Children |
---|---|
May 2022 – May 2023 | 50,146 (53.5%) |
May 2023 – May 2024 | 77,167 (49.5%) |
Top 10 Countries of Origin
(Sign-ups May 2023 – May 2024)
The main countries of origin of Canoo members have shifted since we last published data in December 2022. While India, China, and the Philippines still hold the top three spots, several new countries have entered the list: Nigeria, Vietnam, and Bangladesh.
Some exciting new partners on Canoo
Canoo is adding new partners from across Canada every week. Here’s a small sample of some new partners offering experiences on Canoo:
Diefenbunker: Canada’s Cold War Museum (Ottawa, ON) showcases a critical period in Canada’s history.
Le Diamant (Quebec City, QC) is an important anchor for the public, emerging artists, and creators from all horizons
Dartmouth Heritage Museum (Dartmouth, NS) comprises two iconic houses that showcase Nova Scotia history.
If you found this report interesting, be sure to check out our previous editions of the Canoo Insights Report:
- Canoo Insights Report: Part 3 Canoo Women Members
- Canoo Insights report: Part 4 Happy Canoo-versary!
- Canoo Insights Report: Canoo Across Canada
As Canoo continues to improve and expand, our quarterly reports strive to offer inspiring stories of Canoo members and highlight the essential collaborations that make these experiences possible.
Stay up-to-date with the latest news from the ICC by subscribing here and following Ideas & Insights.
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 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.
.
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.
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:
- Canoo Insights Report: Part 1
- Canoo Insights Report: Part 2
- Canoo Insights Report: Part 3 Canoo Women Members
- Canoo Insights report: Part 4 Happy Canoo-versary!
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.
To stay informed about the latest developments at the ICC, please subscribe here and follow us to get upcoming content from Ideas & Insights at ICC.
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:
- 2 years of no-fee banking
- 2 years of fee rebates on select premium credit cards
- 0.5% rate reductions for loan products and lines of credit
- Preferred mortgage rates
- 100 free stock trades
- Free global money transfers
“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.
Museums, Theatres, Art Galleries, Parks and much more!
Calgary Stampede, Seal World Tour, MLSE and much more!
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.
(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
Date | Holiday | Check-ins (Adult+Children) | Value Saved ($) |
---|---|---|---|
August 2022 | End of Summer Break | 19,112 | 294,721 |
December 2022 | Winter Break | 13,754 | 275,575 |
March 2023 | March Break | 21,412 | 380,976 |
April 2023 | Easter Break | 26,856 | 513,073 |
May 2023 | Victoria Day (Long Weekend) | 32,172 | 515,981 |
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:
- Canoo Insights Report: Part 1
- Canoo Insights Report: Part 2
- Canoo Insights Report: Part 3 Canoo Women 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:
- Since 2018, Canoo has served 94,950 women
- Since May 2022, women have saved $1,373,045
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:
- Give readers a sense of the Canoo program
- Reveal the impact of Canoo on its diverse members
- 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.
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:
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:
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:
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:
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:
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:
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:
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.
Newcomers welcomed through enhanced ceremonies in 2022
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 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:
- Give readers a sense of the Canoo program
- Reveal how Canoo is the bridge that unlocks the best of Canada to newcomers
- 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?
- Any Canadian who received their citizenship in the last 12 months (365 days)
- Are within the first 5 years of receiving permanent residence status
- 18 years or older
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 PRs | 17,190 |
Currently Active Citizens | 34,510 |
Alumni | 102,250 |
Downloaded | 40,810 |
Total | 194,760 |
Gender Distribution of Active Canoo Members
Female | Male | |
---|---|---|
PR | 8,950 (52%) | 8,170 (48%) |
Citizens | 17,190 (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
Age | Female | Male |
---|---|---|
18-24 | 1,217 | 953 |
25-34 | 9,630 | 8,017 |
35-44 | 10,588 | 11,205 |
45-54 | 2,696 | 3,324 |
55-64 | 763 | 798 |
65-74 | 339 | 364 |
75+ | 997 | 944 |
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 Children | No Children | |
---|---|---|
PR | 8,081 (47%) | 9,112 (53%) |
Citizen | 19,684 (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:
- Exposure to new experiences, places, and people
- An increased sense of belonging in Canada
- 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.
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