Results from the motor vehicle travel study are available for each of Idaho's seven tourism regions and at the statewide level.  Select the Menu Bar located on the left side the screen in which you are interested.

For each page at the region and statewide level, findings are grouped by season for nine categories of data - Number of Travelers, Expenditures, Destinations, Trip Characteristics, Traveler Characteristics, Travel Party Attributes, Trip Planning, Lifestyle Market Segments, and State or Region Specific Questions.  Click on a category and then the season in which your are interested  to view findings.

The Regional Comparison Menu Bar compares and contrasts selected variables across regions.  This is useful if you are interested in seeing how your travel region compares to other Idaho travel regions.

The Fact Sheet Menu Bar contains brief special reports on topics like Lewis and Clark, International Travel, On and Off Trail Recreation Setting Preferences, Idaho State Patrol's Performance, etc.

The Lifestyle Matrix Menu Bar presents findings for ten lifestyle clusters/market segments presently visiting Idaho.  Each psychographic segment is described according to its travel motives, demographics, trip characteristics, origin and destination, and promotion and communication habits.  These the segments fit into the four lifestyle groups the Idaho Marketing Program is targeting:  Urban Escapists, Families, Casual Explorers, and Adventurers. 

The Definitions Menu Bar provides glossary of recreation and tourism marketing terms used in the study.