2014 Tourism Statistics Region 8
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1 2014 Tourism Statistics Region 8 Tourism Research Unit Fall 2016
2 Economic Indicators Source: Oxford Economics; Ministry of Tourism, Culture and Sport 2
3 2014 Notable Events February 7 23 The XXII Olympic Winter Games are held in Sochi, Russia March 8 Malaysia Airlines Flight 370, a Boeing 777 airliner en route to Beijing from Kuala Lumpur, disappears over the Gulf of Thailand with 239 people on board. The aircraft is presumed to have crashed into the Indian Ocean Ebola Epidemic becomes Global Health Crisis June 12 July 13 The 2014 FIFA World Cup are held in Brazil July 23 - August 3 - XX Commonwealth Games are held in Glasgow, Scotland World oil prices plunge to historic low October 22 - In the shootings at Parliament Hill, a gunman fatally shot a Canadian Forces soldier at the National War Memorial in Ottawa, then entered the Parliament buildings where he was killed by security forces 3
4 Tourism 4
5 Economic Impact of Tourism in 2014 Tourism receipts totalled $29.8 billion Total GDP (direct, indirect and induced) generated by tourism related spending amounted to $26.6 billion, 3.7% of 's GDP The total tourism employment impact (direct, indirect and induced) of tourism receipts reached 371,968 jobs, accounting for 5.3% of s total employment Total tax revenues (direct, indirect and induced) from tourism for all levels of government amounted to $12.8 billion. $6.4 billion were federal tax revenues, $5.1 billion were provincial and $1.3 billion were municipal Tourism is an important export industry, contributing $8.5 billion to 's foreign earnings 5
6 Visits and Spending by Origin Other Can 4.3% Overseas 1.7% U.S. 7.5% Ont 86.5% Other Can 8.6% Overseas 20.7% U.S. 13.5% Ont 57.2% 2014 vs 2012 Visits 139.5M -1.0% Visitor Spending $23.9B 5.1% Visits by Origin million Visitor Spending by Origin $23.9 billion In 2014, there were million visits in and visitors spent $23.9 billion residents account for the majority of visits and spending U.S. visitors represent 8% of visits and 14% of expenditures Overseas visitors account for 2% of visits and 21% of spending 6
7 % of Destination - Visits and Spending by Region 40% 35% 30% 25% 20% 15% 10% 5% 0% 12% 7% 9% 8% 7% 8% 3% 4% 20% 35% 9% 4% 9% Visits 6% Region 5 is the largest region representing 20% of visits and 35% of spending 4% 2% 6% 4% 6% 7% Visitor Spending 3% 3% 2% 2% 6% 6% Region Tourism Regions 1 Southwest 2 Niagara Falls Canada 3 Hamilton, Halton, Brant 4 Huron, Perth, Waterloo, Wellington 5 Greater Toronto Area 6 York, Durham, Hills of Headwaters 7 Bruce Peninsula, Southern Georgian Bay and Lake Simcoe 8 Kawartha and Northumberland 9 South Eastern 10 Ottawa and Countryside 11 Haliburton Highlands to the Ottawa Valley 12 Muskoka, Parry Sound and Algonquin Park 13 Northern 7
8 Summary In 2014, there were million visits in and visitors spent $23.9 billion. Visits were down 1.0%, while spending grew 5.1% compared to 2013 residents accounted for the majority of visits (86%) and spending (57%) U.S. visitors represented 8% of visits and 14% of expenditures Overseas visitors accounted for 2% of visits and 21% of spending Region 5 (GTA) is the largest Region representing 20% of visits and 35% of spending Visitors spent an average of $171/trip in The largest proportions of expenditures were spent on Transportation (37%) and Food & Beverage (27%) 8
9 Summary 67% of Other Canada visitors came from Quebec with 44% from Montreal 38% of U.S. visitors come from East North Central (Michigan, Ohio, Illinois, Indiana, and Wisconsin) and 36% form Mid Atlantic (New York, Pennsylvania, and New Jersey) s 9 target overseas markets (U.K., Japan, Germany, France, Mexico, India, China, South Korea and Brazil) represented 54% of overseas visitors to. The U.K. was the leading overseas source market at 12% of overseas visits 64% of visits were same-day visits driven by residents Most trips were to visit friends and relatives (45%) or for pleasure (34%) The majority of overnight visitors stayed in private homes (63%) except U.S. visitors who are more likely to stay at a hotel/motel (46%) 9
10 Region 8 Tourism 10
11 Economic Impact of Tourism in Region 8 Visitor Spending totalled $491 million Total GDP (direct, indirect and induced) generated by visitor spending amounted to $289 million, 2.4% of Region 8's GDP The total tourism employment impact (direct, indirect and induced) of visitor spending was 4,900 jobs, accounting for 4.0% of Region 8 s total employment Total tax revenues (direct, indirect and induced) from tourism for all levels of government amounted to $158 million. $78 million were federal tax revenues, $65 million were provincial and $16 million were municipal Visitor spending impact on region 11
12 Total Visits and Spending Region Visits (millions) Visitor Spending ($ billions) Region Region 8 proportion of Total 4.0% 2.1% In 2014, there were 5.6 million visits in Region 8, representing 4.0% of total visits in Visitors in Region 8 spent $491 million, accounting for 2.1% of total visitor spending in 12
13 U.S. 2.5% Other Can 1.1% Overseas 0.4% Visits and Spending U.S. 5.8% Other Can 2.7% Overseas 1.5% Ont 96.0% Ont 90.0% Region 8 vs. Visit Index Spending Index U.S Other Canada Overseas 26 7 Visits by Origin 5.6 million Visitor Spending by Origin $491 million residents accounted for the vast majority of visits (96%) and spending (90%) U.S. visitors accounted for 2% of visits and 6% of expenditures. Visitors from Other Canada made up 1% of visits and 3% of spending Overseas visitors accounted for less than 1% of visits and 2% of spending 13
14 Visitors to Region 8 by Region of Residence 30% 25% 28.3% 26.8% Visits by Region 20% 17.5% 15% 10% 5% 0% 5.9% 5.0% 4.0% 4.1% 2.5% 2.8% 1.3% 1.3% 0.1% 0.5% 0.4% 0.1% 0.0% a 13b 13c Region 28% of visitors to Region 8 reside in Region 5, 27% in Region 6 and 18% in Region 8 Note: visitors to Region 8 represented 96% (5.4 M) of total visits and 90% ($442 M) of visitor spending 14
15 Other Canada Visitors by Province of Residence BC 22% Alb 14% Sask 1% Man 7% Que 51% Maritimes 5% 51% of Other Canada visitors came from Quebec and 22% from BC Note: Other Canada visitors to Region 8 represented 1% (60,000) of total visits and 3% ($13 M) of visitor spending 15
16 U.S. Visitors by Region of Residence Mountain 1% West North Central 2% East North Central 36% New England 8% Pacific, Alaska, Hawaii 3% Mid Atlantic 26% South Atlantic 19% South Central 5% 36% of U.S. visitors come from East North Central and 26% from Mid Atlantic Note: U.S. visitors to Region 8 represented 2% (140,000) of total visits and 6% ($28 M) of visitor spending 16
17 Overseas Visitors by Country of Residence France 6% 20% Germany 6% 8% Mexico 3% 8% Mainland China 8% 7% UK 7% 12% India Japan Brazil 0% 0% 0% 3% 6% 5% To To Region 8 South Korea 0% 4% 0% 5% 10% 15% 20% 25% s 9 overseas target markets represent 51% of overseas visitors to Region 8 Note: Overseas visitors to Region 8 represented less than 1% (25,000) of total visits and 2% ($8 M) of visitor spending 17
18 Visits by Length of Stay 100% Same-day Overnight 93.0% 86.4% 80% 60% 56.2% 57.7% 74.0% Region 8 vs. Length of Stay Index 43.8% 42.3% Same-day 88 40% 26.0% Overnight % 7.0% 13.6% Avg # nights 74 0% Total Other Canada U.S. Overseas Average # of nights The majority (56%) of visits to Region 8 were same-day visits. For comparison, 64% of visits in were same-day visits Visitors from outside of were more likely to make an overnight trip The average number of nights spent in Region 8 was 2.3, below s average of 3.1 nights 18
19 $/Trip by Length of Stay Total $56 $88 $127 Region 8 vs. $/Trip Index Other Canada $82 $57 $45 $117 $219 $232 Total Other Canada 65 U.S. $44 $202 $257 U.S. 65 Overseas 15 Overseas $35 $303 $345 $0 $100 $200 $300 $400 Total Same-day Overnight Visitors spent an average of $88/trip in Region 8 ($171/trip for ) On average, overnight visitors spent over 2 times as much as same-day visitors Overseas visitors spent $300/trip 19
20 100% 80% 60% 40% 20% 0% Spending by Category $491 M $442 M $13 M $28 M $8 M 11.4% 10.9% 13.3% 14.0% 24.0% 8.2% 8.2% 4.6% 8.9% 7.3% 34.8% 24.9% 37.3% 38.3% 31.3% 17.3% 17.6% 16.5% 34.9% 22.1% 25.5% 26.1% 29.9% 17.3% 15.3% Total Other Canada U.S. Overseas Region 8 vs. Spending Index Transportation 69 Accommodation 107 Food & Beverage 139 Rec./Entertain. 110 Retail/Other 93 Transportation Accommodation Food & Beverage Recreation/Entertainment Retail/Other The largest proportions of expenditures were spent on Food & Beverage and Transportation Between markets, U.S. visitors paid the biggest percentage on Accommodations, overseas visitors spent the largest share on retail 20
21 Total Visits by Activity * Region 8 vs. Activity Index Any Outdoor/Sports Activity Visit Family or Relatives Fishing Boating Visit a beach Camping Hiking Shopping Sightseeing National/Provincial Nature Parks Total Other Canada US Overseas Any Outdoor/Sports Activity 197 Visit Family or Relatives 83 Fishing 400 Boating 298 Visit a beach 193 Camping 252 Hiking 179 Shopping 63 Sightseeing 70 National/Provincial Nature Parks 122 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Visitors to Region 8 demonstrated a high level of participation in outdoor/sports activities *activity may or may not have taken place in region 21
22 Main Purpose of Visit 100% 80% 60% 40% 20% 0% 5.6 M 5.4 M 0.1 M 0.1 M 0.02 M 5.8% 5.9% 0.7% 0.4% 5.9% 4.9% 4.7% 10.5% 18.8% 6.7% 43.8% 43.1% 53.4% 58.3% 73.5% 45.5% 46.3% 34.0% 30.8% 7.1% Total Other Canada U.S. Overseas Region 8 vs. Purpose Index Pleasure 132 VFR 97 Business 53 Other 52 VFR: Visiting Friends and / or Relatives Pleasure VFR Business Other Trips to Region 8 are mainly pleasure trips or trips to visit friends and relatives Other includes shopping, medical, religious, hobby/trade show, etc. 22
23 Visits by Accommodation Type 100% 83.2% 80% 60% 65.9% 66.2% 55.0% 56.6% Region 8 vs. Type Index Private % 20% 17.9% 13.4% 15.7% 15.7% 16.5% 38.2% 22.4% Commercial 71 Campground 258 0% 0.4% 0.5% 1.5% Total Other Canada U.S. Overseas Private Commercial Campgrounds The majority of overnight visits to Region 8 were spent at unpaid accommodations such as private homes and cottages 23
24 Hotel Statistics $ $ $95.00 $85.00 $75.00 $65.00 $55.00 $45.00 $ % 58.0% 56.0% 54.0% 52.0% 50.0% 48.0% 46.0% 44.0% 42.0% Region 8 vs. Hotel Stats Index 2015 Occupancy 89 ADR 74 RevPar 66 ADR = Average Daily Rate RevPar = Revenue per Available Room $ ADR RevPAR Occupancy % 40.0% In general, occupancy, ADR and RevPar have been recovering from the 2009 downturn Region 8 had lower occupancy, ADR and RevPar than total Source: CBRE Hotels Trends in the Hotel Industry National Market Report 24
25 Tourism Related Establishments Type of Establishment # 2014* % of Accommodations 239 4% Arts, Entertainment, Recreation 323 3% Food & Beverage 625 2% Transportation 82 1% Travel Services 39 1% Retail 1,646 2% Other Services 933 2% Total 3,887 2% Region 8 accounts for 2% of s tourism related establishments Note: Region 8 represented 4% (5.6 M) of total visits and 2% ($491 M) of visitor spending *Represents the actual number of establishments in that category Source: Statistics Canada, Business Register
26 Visits by Time of Year 100% 80% 60% 40% 20% 0% 5.6 M 5.4 M 0.1 M 0.1 M 0.02 M 0.0% 17.3% 17.4% 19.9% 17.1% 36.2% 36.0% 31.2% 42.3% 65.6% 22.6% 29.0% 29.1% 30.9% 18.7% 17.5% 17.6% 26.4% 9.7% 15.7% Total Other Canada U.S. Overseas Jan-Mar Apr-Jun Jul-Sep Oct-Dec Region 8 vs. Quarter Index Jan-Mar 86 Apr-Jun 112 Jul-Sept 119 Oct-Dec 74 The largest proportion of trips occur in the summer months This region s seasonal pattern is more skewed to the summer months than total 26
27 Region 8 Summary In 2014, there were 5.6 million visits in Region 8, accounting for 4% of total visits to. Visitors to Region 8 spent $491 million, or 2% of total visitor spending in. residents accounted for the vast majority of visits and spending, residents of Other Canada accounted for 1% of visits and 3% of spending, U.S. visitors represented 2% of visits and 6% of expenditures, and Overseas visitors accounted for less than 1% of visits and 2% of spending Visitors spent an average of $88/trip. Overnight visitors spent over 2 times as much per trip as same-day visitors The largest proportions of expenditures were spent on Food & Beverage and Transportation 27
28 Region 8 Summary 28% of visitors to Region 8 reside in Region 5, 27% in Region 6 and 18% in Region 8 36% of U.S. visitors come from East North Central and 26% from Mid Atlantic s 9 overseas target markets represent 51% of overseas visitors to Region 8 The majority of visits were same-day, however, visitors from outside are more likely to take an overnight trip Most trips were pleasure trips or trips to visit friends and relatives The majority of overnight visitors stayed in unpaid accommodations 28
29 We Know. Just Ask. (416)
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