Cultural Access Pass is now Canoo
12.10.2016
Canoo (formerly known as the Cultural Access Pass program) is a mobile app that helps new Canadian citizens celebrate their citizenship by providing free admission to over 1400 museums, science […]
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.
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