The Economic Contribution of the International Cruise Industry in Canada

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1 THE ECONOMIC CONTRIBUTION OF THE I N T E R N AT I O N A L C R U I S E I N D U S T RY I N C A N A D A C R U I S E L I N E S I N T E R N AT I O N A L A S S O C I AT I O N

2 // BREA Business Research & Economic Advisors The Economic Contribution of the International Cruise Industry in Canada A Survey-based Analysis of the Impacts of Passenger, Crew and Cruise Line Spending Prepared for: CLIA-NWC St. Lawrence Cruise Association Atlantic Canada Cruise Association Cruise BC April 2017 Business Research& Economic Advisors P.O. Box 955 Exton, PA 19341

3 Table of Contents I. Executive Summary Background Summary of Economic Impacts Direct Expenditures Total Economic Impacts by Industry Passenger Attributes and Visit Satisfaction II. Introduction Background Project Objectives Methodology Survey of Cruise Lines Passenger and Crew Visits and Expenditures Additional Sources of Cruise-Related Expenditures Direct Economic Impacts Indirect Economic Impacts III. National Economic Contribution Canada Cruise Sector Direct Expenditures Direct Employment, Wage and Tax Impacts Total Employment, Wage and Tax Impacts Passenger Attributes and Satisfaction IV. Economic Contribution by Province British Columbia Cruise Sector Direct Expenditures Direct Employment, Wage and Tax Impacts Total Employment, Wage and Tax Impacts Québec Cruise Sector Direct Expenditures Direct Employment, Wage and Tax Impacts Total Employment, Wage and Tax Impacts Atlantic Canada Cruise Sector Direct Expenditures Direct Employment, Wage and Tax Impacts Total Employment, Wage and Tax Impacts Nova Scotia Cruise Sector Direct Expenditures Direct Employment, Wage and Tax Impacts Total Employment, Wage and Tax Impacts New Brunswick Cruise Sector Direct Expenditures Direct Employment, Wage and Tax Impacts Total Employment, Wage and Tax Impacts Business Research & Economic Advisors Page 1 April 2017

4 Newfoundland and Labrador Cruise Sector Direct Expenditures Direct Employment, Wage and Tax Impacts Total Employment, Wage and Tax Impacts Prince Edward Island Cruise Sector Direct Expenditures Direct Employment, Wage and Tax Impacts Total Employment, Wage and Tax Impacts Business Research & Economic Advisors Page 2 April 2017

5 I. Executive Summary Business Research and Economic Advisors (BREA) was engaged by CLIA North West & Canada (CLIA-NWC) and its Canadian cruise destination partners to analyze the direct and indirect economic contribution of the international cruise industry to the Canadian national economy and the economies of selected provinces in As part of this project BREA with the assistance of the CLIA-NWC member lines completed over 8,600 passenger and crew surveys at seven cruise destination ports 1 in Canada. In addition, data on average passenger expenditures for the ports of Québec Province and Vancouver are based upon surveys conducted by Tourisme Québec and e nrg Research Group for the Pacific Rim Cruise Assn. (PRCA), respectively. The results of these surveys were used to estimate passenger and crew spending and satisfaction at these destinations. Background The international cruise lines offer four primary cruise itineraries in the Canadian market as follows. Canada New England These are primarily 3, 4 and 7-day roundtrip cruises which originate in northeastern U.S. ports. The 7-day cruises usually make 2 port calls in Canada and 2 or 3 calls in New England ports. St. Lawrence These are typically 7 or 10-day one-way cruises that sail between Montreal or Québec City and a northeastern U.S. port. The northbound cruises originate in the U.S. and terminate in Montreal or Québec City while the southbound cruises originate in Montreal or Québec City and terminate in the United States. These cruises ordinarily make 2 or 3 port calls in the Province of Québec, including Montreal or Québec City, and 2 or 3 port calls at Atlantic Canada ports. Alaska These are primarily 7 or 10-day cruises. There are two major Alaska itineraries. Roundtrip cruises that originate from Vancouver, Seattle or San Francisco, and one-way cruises that sail between Vancouver and an Alaska port, usually Seward or Whittier. The roundtrip cruises from a US homeport (Seattle or San Francisco) make at least one port call in Canada, primarily Victoria, and sometimes Prince Rupert, Nanaimo or Vancouver. There are also a variety of cruises at the beginning and end of the Alaska season (May-October) in which ships reposition between Pacific coast ports and other destinations (i.e. the Caribbean, Hawaii, Asia, and Mexico). Transatlantic The transatlantic cruises are generally repositioning cruises from Europe to North America, primarily the Caribbean. These cruises will call at a number of Canadian and North America ports. During 2016, approximately 1,200 cruise ship calls were made at Canadian cruise ports generating slightly more than 2.23 million passenger arrivals throughout the Canada and Alaska cruise season 2. 1 The seven ports were: Charlottetown, PEI, Saint John, NB; St. John s and Corner Brook in Newfoundland & Labrador; Halifax and Sydney in Nova Scotia and Victoria, BC. 2 The Canadian cruise season generally begins in May and ends in October. However, some ports will receive a few cruise ship calls in April and November. This is the sum of passenger embarkations, disembarkations and transit arrivals. Business Research & Economic Advisors Page 3 April 2017

6 On a regional basis, the British Columbia ports of Nanaimo, Prince Rupert, Victoria and Vancouver accounted for 63% of the Canadian cruise passenger arrivals with 1.4 million passengers (see Figure ES-1). Vancouver is primarily a port of embarkation and debarkation for Alaska cruises while the ports of Victoria, Prince Rupert and Nanaimo primarily serve as transit ports for Alaska cruises that originate at U.S. ports and Vancouver. Figure ES-1 Cruise Passenger Arrivals in Canada by Region, 2016 Source: BREA survey of Canadian cruise ports. The Atlantic Canada 3 ports, led by Halifax, accounted for 26% of the Canadian passenger arrivals in 2016 with just under 574,500 cruise passengers. These ports are primarily destinations on Canada New England cruise itineraries that originate in the northeastern United States but calls are also made by expedition ships and ships cruising on transatlantic itineraries. Finally, the St. Lawrence ports, including Montreal, Saguenay, Québec and several smaller ports, accounted for the remaining 11% of Canadian passenger arrivals with just over 252,000 cruise passengers. Again, these are a mix of homeport and transit calls, with embarkations and disembarkations accounting for 40% of the cruise passenger arrivals in the province and transit passengers accounting for the remaining 60%. As shown in Figure ES-2, Vancouver is the largest cruise port in Canada with more than 826,000 cruise passengers that accounted for 37% of the passenger arrivals in Canada during Passenger embarkations and disembarkations accounted for 99% of all passengers arriving in Vancouver. The second largest port, Victoria, is solely a transit port. It's nearly 557,000 cruise passenger arrivals accounted for 25% of all cruise passengers in Canada. 3 For the purposes of this study, the provinces of Atlantic Canada are: Nova Scotia, New Brunswick, Newfoundland and Labrador and Prince Edward Island. Business Research & Economic Advisors Page 4 April 2017

7 Figure ES-2 Cruise Passenger Arrivals in Canada by Port, 2016 Source: BREA survey of Canadian cruise ports. Halifax, Saint John and Sydney are the three largest cruise ports in Atlantic Canada. Like Victoria they are transit ports. 4 Combined, these three ports with just over 464,000 passenger arrivals accounted for 81% of the cruise passenger arrivals in Atlantic Canada. With nearly 240,000 transit passenger arrivals, Halifax accounted for 11% of the cruise passenger arrivals in Canada. Saint John accounted for another 6% with nearly 144,000 transit passenger arrivals and Sydney accounted for 4% with over 82,000 transit passenger arrivals. The Port of Québec is the largest cruise port in the Province of Québec with nearly 109,000 passengers, accounting for 5% of total cruise passenger arrivals in Canada. The Port of Québec has both homeport and transit calls with transit passengers accounting for 70% of the passenger arrivals at the port. Montreal contributed another 70,600 passengers, 96% of which began or terminated their cruise in Montreal. Combined, the two ports accounted for 71% of the 2016 cruise passenger arrivals in the Province of Québec. The remaining ports accounted for approximately 9% of the cruise passenger arrivals in Canada. Charlottetown, Saguenay and St. John s were the largest of these ports. Combined these three ports had nearly 113,000 transit passenger arrivals, accounting for 5% of total cruise passenger arrivals in Canada. 4 Saint John did report that they processed a total of 76 passenger embarkations and disembarkations during Business Research & Economic Advisors Page 5 April 2017

8 Summary of Economic Impacts The economic benefits that accrue to the Canadian economy arise from five principal sources: spending by cruise passengers and crew for goods and services associated with cruise ship calls, such as shore excursions, food and beverages at restaurants and bars, retail goods, such as clothing, jewelry and souvenirs, but also including expenditures for travel to and from the ports of embarkation and disembarkation and pre- and post-cruise vacation spending; expenditures by the cruise lines for goods and services necessary for cruise operations, including food and beverages, fuel, vessel maintenance and repair, supplies, travel agent commissions and administrative costs such as advertising and promotion; shore-side staffing by the cruise lines for cruise, land transportation and shore excursion activities; spending by the cruise lines for port services at Canadian ports-of-embarkation and portsof-call; and capital expenditures for equipment and facilities purchased from Canadian businesses. As shown in Table ES-1, the resulting spending by cruise lines, passengers and crew associated with this cruise activity generated significant employment, income and other economic benefits throughout Canada. These economic effects were felt throughout the Canadian economy, on both an industry and regional basis. Table ES-1 Summary of Cruise Industry Economic Impacts, 2016 Dollar Denominated Values are in Millions 5 Canada British Columbia Québec Atlantic Canada Rest of Canada Cruise Passenger Arrivals* 2,230,450 1,403, , ,495 N.A. Direct Economic Impacts Cruise Industry Direct Spending $ 1,477 $ 982 $ 222 $ 103 $ 170 Employment 13,239 7,986 2, ,166 Wages and Salaries $ 486 $ 326 $ 77 $ 30 $ 52 Indirect Business and Income Taxes $ 180 $ 108 $ 22 $ 9 $ 40 Total Economic Impacts Total Output $ 3,186 $ 2,205 $ 501 $ 233 $ 248 Employment 23,198 14,925 3,720 1,400 3,153 Wages and Salaries $ 1,007 $ 712 $ 151 $ 61 $ 84 Indirect Business and Income Taxes $ 347 $ 214 $ 46 $ 19 $ 68 * Includes embarkation, disembarkation and transit passengers. Note: Components may not sum to total due to rounding. 5 All dollar denominated values are in Canadian dollars unless stated otherwise. Business Research & Economic Advisors Page 6 April 2017

9 The major economic impacts of the international cruise industry during 2016 were as follows. Cruise ports across Canada reported that they received approximately 1,200 cruise calls and processed some 2.23 million cruise passengers during the 2016 cruise season. These cruise calls in Canada generated $1.48 billion in direct spending by the cruise lines and their passengers and crew generating an estimated 13,239 annualized full- and part-time jobs 6 paying $486 million in wages and salaries. Including the indirect economic impacts, the $1.48 billion in direct cruise industry expenditures were responsible for the generation of $3.19 billion in total output in the Canadian economy. This, in turn, generated 23,198 jobs paying a total of $1.01 billion in wages and salaries. The total output and income generated by the international cruise industry also generated an estimated $347 million in indirect business and income taxes in Canada. British Columbia, benefiting from the Alaskan cruise itineraries at the ports of Vancouver, Victoria, Nanaimo and Prince Rupert was Canada s center of cruise activity. This province accounted for nearly 70% of the national impacts with $2.21 billion in total industry output and 14,925 jobs paying $712 million in wage income. In eastern Canada, the ports of Québec and Atlantic Canada on a combined basis accounted for slightly more than 20% of the cruise industry s impact on the overall Canadian economy. Just over 5,100 jobs were generated throughout the region. These workers produced an estimated $734 million in output and received $212 million in wages and salaries. The economic impacts of cruise tourism were not limited to just those provinces with cruise ports. The interior provinces were impacted as source markets for cruise passengers and goods and services purchased by the cruise lines. For example, the cruise lines purchased business services and advertising from firms located in Ontario, food and provisions from suppliers in Alberta; and pre- and post-cruise tours in the Yukon Territories. Combined, the remaining Canadian provinces benefited from cruise tourism with over 3,100 jobs paying $84 million in wage income and accounted for just under 10% of the economic impacts throughout Canada. Direct Expenditures The direct expenditures generated by cruise tourism were analyzed for three segments: i) cruise lines; ii) cruise passengers and iii) crew members. The cruise lines purchased a variety of goods and 6 The economic impacts generated by the economic impact models are average annual impacts and include part-time (including seasonal) and full-time employees. Since these expenditures occur over a 6-month period, the peak employment impacts will actually be higher than those reported. Because many of the seasonal workers will incur significant overtime, the six-month impacts, while larger than the average annual impacts, are not necessarily twice as large. Adjusting the employment figures for part-time employees, the direct employment impact is equivalent to approximately 9,900 full-time employees and the total employment impact is equal to approximately 17,000 full-time employees. Business Research & Economic Advisors Page 7 April 2017

10 services in support of their cruises, including food and beverages, hotel supplies, bunker fuels, and utilities while in port. In addition, cruise lines made payments for a variety of services in support of their global cruise operations, including travel agent commissions, expenditures for advertising and promotion and other professional and business services. Passengers purchased transportation to and from port cities, pre- and post-cruise vacations, shore excursions, souvenirs and other retail goods while crew purchased a similar set of goods and services with a heavier concentration on retail goods. As noted above and shown in Table ES-2, the direct spending by cruise lines, passengers and crew in Canada totaled $1.48 billion during Table ES-2 Direct Cruise-Related Expenditures in Canada by Source, 2016 Sources Canada Share British Columbia Québec Atlantic Provinces All Other Provinces Cruise Lines $ % $ 593 $ 129 $ 50 $ 161 Passengers $ % $ 359 $ 91 $ 44 $ 8 Crew $ 41 3% $ 30 $ 2 $ 8 -- Total $ 1,477 $ 982 $ 222 $ 102 $ 170 Share of Total 66% 15% 7% 12% Note: Components may not sum to totals due to rounding. The major characteristics of this direct spending were as follows. Based upon data collected from the CLIA NWC member lines, BREA has estimated that the international cruise lines spent $933 million with Canadian businesses during This spending by the cruise lines also accounted for the highest share (63%) of direct cruise industry spending throughout Canada. This share ranged from 95% in the inland provinces with little passenger expenditures to 49% in Atlantic Canada which has no significant homeport activity. In the British Columbia and Québec Province, cruise lines accounted for 60% and 58% of total direct expenditures, respectively. Passengers spent an estimated $502 million in Canada during 2016, accounting for 34% of direct cruise industry spending, while crew spent an estimated $41 million at Canadian destinations, or 3% of total direct spending. British Columbia, with the highest level of cruise activity among the provinces of Canada, accounted for 66% of total direct expenditures with $982 million in total cruise-related expenditures. Passenger and crew expenditures accounted for 40% of total direct expenditures in British Columbia versus the national share of 35%. This reflects the much higher spending by passengers in home ports such as Vancouver relative to transit passengers. Direct spending in the Province of Québec totaled $222 million during Again, spending by passengers accounted for more than 40% of total cruise industry expenditures in the province versus the national share of 35%. This reflects the impact of home port passengers in Montreal and to a lesser extent in Québec City. Business Research & Economic Advisors Page 8 April 2017

11 Cruise lines, passengers and crew spent $102 million in the Atlantic Canada provinces during Because the ports of Atlantic Canada are primarily transit ports that are dependent upon onshore spending by passengers and crew, their spending accounted for 51% of total direct spending in the region. Expenditures by Cruise Lines As shown in Table ES-3, direct spending by the cruise lines covered a broad range of expense categories. The five largest of these categories accounted for 55% of the total. Fuel was the largest category. Cruise lines reported that they spent $142 million with Canadian fuel suppliers during The second largest category, accounting for 13% of total expenditures with Canadian businesses, was Professional & Business Services with $121 million in expenses. This expense category includes a broad range of financial and professional services and includes expenses for legal services, insurance, environmental and engineering consultants, trade associations and computer and software consulting services, including POS software to name a few. Approximately 10% of these expenses represent the cost for legal and accounting services. Software and other business consulting expenses accounted for about the same percentage. Another 30% was absorbed by insurance and financial services. Technical consulting expenses for such services as engineering, architectural design, environmental consulting accounted for about 25% of these professional expenses. Of the remaining 25%, most of the expenses were categorized as other cost of sales and administrative overhead and included expenses for marketing, direct mail, rent and communications. Table ES-3 Cruise Lines Expenditures in Canada by Expense Category, 2016 Category Spending Share Fuel $ % Professional & Business Services $ % Travel Agents $ % Food & Beverages $ 82 9% Machinery & Equipment $ 66 7% Port Charges & Navigation Fees $ 61 7% Advertising & Promotion $ 55 6% Vessel Maintenance & Repair $ 50 5% Hotel Supplies $ 45 5% Wages & Salaries $ 39 4% Other Expenses $ % Total $ 933 Note: Components may not sum to total due to rounding. A slightly lower total of $101 million was also reported for the payment of travel agent commissions throughout Canada. Travel agent commissions included payments for the sale of cruises with itineraries within and outside of the Canada market. Cruise lines also reported that $82 million was spent for the purchase of food and beverages consumed by passengers and crew on their cruise ships. Finally, expenditures for machinery and equipment, including purchases for such items as navigation Business Research & Economic Advisors Page 9 April 2017

12 and propulsion equipment; galley, HVAC and sanitation equipment; and onboard computer and communication equipment, totaled $66 million. The cruise lines also reported paying $61 million in port charges and navigation fees to port service providers, including Canadian port authorities. These included such items as wharfage and dockage fees, piloting and harbor fees, and stevedoring and other port services. Another $55 million was spent on advertising and promotion. These expenditures primarily consist of the placement of advertising in newspapers and periodicals, as well as other promotional efforts undertaken with travel agents. The cruise lines also reported that they spent $50 million on vessel maintenance and drydock fees in Canada. A total of $45 million was spent on hotel supplies which include soft and hard goods for passenger cabins and restaurants, excluding food and beverages. The $171 million in other expenses included payments for utilities and sanitation services, security services, training and miscellaneous administrative and operating expenses, such as crew medical expenses, staff T&E, uniforms and charitable and professional association expenses. Finally, the cruise lines reported that they employed 1,400 Canadian residents during These include personnel that interact with the ports and travel agents and employees of tour operations owned by the cruise lines among others. These employees were paid an estimated $39 million in wages and salaries. Expenditures by Passengers and Crew As noted previously, a total of 2.23 million passengers arrived at Canada cruise ports as embarking, disembarking and transit passengers during Of these 1.80 million passengers, 80%, made an onshore visit while in port. There were also an estimated 990,795 crew members on these ship of which 40%, 399,144 crew members, disembarked and made an onshore visit while in port. 7 Thus, during 2016, cruise calls made by the international cruise lines generated 2.20 million passenger and crew onshore visits across all Canadian cruise ports (see Table ES-4). Combined, passengers and crew spent $393 million during their visits. 8 On a regional basis, total passenger and crew onshore spending during the 2016 cruise season ranged from $267 million in British Columbia to $74 million in the Province of Québec 9 and to $51 million in the Atlantic provinces. The major attributes of passenger and crew onshore spending are as follows. Across all ports, cruise calls in Canada generated 1.80 million passenger onshore visits and just over 399,000 crew onshore visits. The average spend per passenger visit was $196 and generated $352 million in expenditures for lodging, food and beverages, shore excursions 7 Since a cruise ship will make multiple port calls on any cruise itinerary, the same passengers and crew will arrive at several ports. All embarking and disembarking passengers make an onshore visit by definition whether or not they make any purchases. Between roughly 70% and 95% of transit passengers will disembark and visit the port city. This percentage will vary by port and will be influenced by the time and length of the call and tour and purchase options. Fewer crew, approximately 40%, will disembark during both transit and turnaround calls. 8 Excludes $150 million in passenger spending for transportation to and from ports cities and travel insurance. 9 Tourisme Québec reported that crew onboard cruise ships visiting ports in the province spent an average of $14.06 on lodging. This is discussed in more detail in the detailed analysis for Québec. Business Research & Economic Advisors Page 10 April 2017

13 and retail goods. Crew spent an average of $103 per visit and generated $41.0 million in onshore spending, primarily for food and beverages and retail goods. Table ES-4 Passenger and Crew Expenditures 10 in Canada by Category, 2016 Dollar Denominated Values are in Millions Canada British Columbia Passenger Expenditures Québec Atlantic Canada Passenger Arrivals 2,230,450 1,403, , ,495 Passenger Onshore Visits 1,796,183 1,024, , ,212 Lodging 1 $ $ 70.1 $ 47.9 ** Tours and Transportation $ 94.1 $ 64.7 $ 7.4 $ 21.9 Food and Beverages $ 76.4 $ 61.5 $ 8.6 $ 6.3 Other Retail $ 63.5 $ 40.6 $ 8.3 $ 14.6 Total Spending $ $ $ 72.2 $ 42.8 Average per Passenger Visit $ $ $ $80.66 Crew Expenditures Crew Arrivals 990, ,144 97, ,003 Crew Onshore Visits 399, ,662 41, ,951 Lodging 1 $ $ Tours and Transportation $ 2.1 $ 1.5 $ 0.1 $ 0.5 Food and Beverages $ 11.4 $ 7.5 $ 0.7 $ 3.2 Other Retail $ 27.0 $ 21.3 $ 0.8 $ 4.8 Total Spending $ 41.0 $ 30.3 $ 2.2 $ 8.5 Average per Crew Visit $ $ $53.55 $78.75 Note: Components may not sum to total due to rounding. ** Less than $50,000 As reported by Tourisme Québec, these include additional lodging expenditures by passengers and crew in the Province of Québec but beyond the specific port areas. For example, passengers and crew may have reported staying in Gatineau and purchased lodging during their visit there. The ports of Québec Province had the highest average expenditure per passenger visit of nearly $300 per visit while the ports of British Columbia had the highest average spend per crew visit at $121. In terms of total expenditures, British Columbia led all regions with $267 million, 68% of total passenger and crew expenditures throughout Canada. 10 These passenger and crew spending estimates represent those expenditures that were received by local businesses and therefore impact the local economy. Thus, these figures include an adjustment for shore excursions purchased through the cruise lines. The vast majority of cruise passengers, 80%, purchased their shore excursions directly from the cruise lines. This purchase price includes a mark-up by the cruise lines which has been estimated from data obtained from the cruise lines at about 30% and is retained by the cruise lines. We have netted this percentage from our calculations to more accurately reflect the local economic impact. If this adjustment was not made the economic impacts generated by passenger and crew expenditures would be overstated. Business Research & Economic Advisors Page 11 April 2017

14 Passenger spending was concentrated in the purchase of lodging and tours and local transportation. Combined, these two categories totaled $212 million and accounted for 60% of total passenger expenditures. On a regional basis, British Columbia accounted for 64% of these lodging and tour expenditures due to the concentration of homeport activity in Vancouver while the ports of the Province of Québec accounted for another 26%. Expenditures by crew were concentrated in retail goods which accounted for 66% of total crew spending throughout Canada and totaled $27 million. British Columbia with both the highest volume of crew visits and average spend per visit accounted for 74% of crew spending across all Canadian cruise ports with $30.3 million. The estimated 1.02 million passengers visiting the port cities of British Columbia spent a total of $237 million, for an average of $231 per passenger visit. The average expenditure rates ranged from $322 per visit for turnaround calls in Vancouver to $70 per visit for transit calls in the smaller ports of British Columbia. The nearly 250,000 crew that visited British Columbia ports spent a total of $30.3 million for an average of $121 per crew visit. In the Province of Québec with homeports in Montreal and Québec City, the nearly 241,000 cruise passenger visits generated $72.2 million in total expenditures during the 2016 cruise season for an average of nearly $300 per passenger visit. Crew spent an average of nearly $54 per visit. With 41,500 crew visits, the crew spent a total of $2.2 million across all ports in the province. Finally, over 531,000 cruise passengers visited the cruise destinations of Atlantic Canada spending an average of nearly $81 per visit and generating total expenditures of $42.8 million. The average passenger expenditure ranged from $99 in Charlottetown to $28 in the smaller ports of Atlantic Canada. There were approximately 108,000 crew visits at the Atlantic Canada ports during 2016 that generated total crew spending of $8.5 million in the region, for an average of $79 per visit. Other passenger expenditures consist of the airfare and travel insurance costs of cruise passengers that impact on Canadian economic activity and totaled $122 million (see Table ES-5). Both Canadian and foreign cruise passengers travel to Canada to embark on and/or debark from their cruises. We have estimated that this air travel related to cruises generated $139 million in air travel expenditures that impacted the British Columbia economy. In addition, the 710,900 residents of Canada that purchased a cruise also spent an estimated $11 million in travel insurance for their cruises. Table ES-1 Other Direct Passenger Expenditures in Canada, 2016 Category Expenditures Airfares Impacting the Canadian Economy $ Cruise-Related Travel Insurance in Canada $ 11.4 Total $ Business Research & Economic Advisors Page 12 April 2017

15 Total Economic Impacts by Industry The total economic impacts of the cruise industry are the sum of the direct impacts described above and the indirect impacts. The indirect economic benefits derived from the cruise industry result in part from the additional spending by the suppliers to the cruise industry and their employees. As shown in Table ES-6, the $1.48 billion in direct cruise industry expenditures generated $3.19 billion in total (direct plus indirect) output, 23,198 jobs 11 and $1.01 billion in income. In addition, the cruiserelated expenditures generated an estimated $120 million in indirect business taxes and $227 million in income taxes. Table ES-6 Total Economic Impacts in Canada by Industry, 2016 Dollar Denominated Values are in Millions Sectors Output $ Millions Jobs Income $ Millions Goods Producing Sector $ 1,338 4,805 $ 246 Natural Resources, Utilities & Construction $ 269 1,024 $ 51 Manufacturing $ 1,069 3,781 $ 195 Durable Goods $ 435 1,838 $ 99 Nondurable Goods $ 634 1,943 $ 96 Service Producing Sector $ 1,728 18,393 $ 761 Wholesale & Retail Trade $ 74 1,200 $ 37 Transportation and Warehousing* $ 523 4,747 $ 206 Financial Services $ 202 1,526 $ 92 Professional & Technical Services $ 342 3,778 $ 245 Information, Culture and Recreation $ $ 27 Accommodation and Food Services $ 292 4,777 $ 85 Other Services & Government $ 93 1,775 $ 70 Total Impacts $ 3,186 23,198 $ 1,007 Indirect Business Taxes (Less Subsidies) $ 120 Income Taxes $ 227 * Includes wages and salaries of Canadian employees of the cruise lines. Note: Components may not sum to total due to rounding. Some of the major impacts by industry were as follows. The Goods Producing Sector accounted for 42% of the total output impacts but due to the relatively high productivity of this sector only 21% of the total jobs and 24% of the income impacts. Led by the food and beverage and petrochemical industries about 60% of the total output impacts and over half of the employment and income impacts in the Manufacturing sector occurred among the nondurable goods industries. The Service Producing Sector accounted for 58% of the total output impacts, 79% of the total jobs and 76% of the income impacts. The Transportation and Warehousing industry was the 11 This is equivalent to about 17,000 jobs on a full-time basis. Business Research & Economic Advisors Page 13 April 2017

16 dominant industry, accounting for about 30% of the total economic impacts in the Service Producing Sector. This is due to the magnitude of the direct economic impacts at the Canadian cruise ports as well as the strong linkages between the transportation sector and all other sectors of the economy. The next largest industry was the Professional & Technical Services industry. The total impacts in this industry accounted for approximately 20% of total output and total jobs generated in the Service Producing Sector, but due to the relatively high wages in this industry, it accounted for 32% of the total income impacts in the sector. Combining the Trade and Accommodation and Food Services industries, the cruise industry generated $366 million in total output, an estimated 5,977 jobs and $122 million in income. These impacts were generated primarily by passenger and crew spending. Due to the relatively low productivity and wages within these industries, they accounted for 16% of the total income and 21% of the total output in the Service Producing Sector, but 32% of the total jobs. Passenger Attributes and Visit Satisfaction As noted above, BREA with the assistance of the CLIA-NWC member lines conducted passenger and crew surveys throughout the 2016 cruise season at seven cruise destination ports 12 in Canada. The results of these surveys were used to estimate passenger satisfaction and passenger and crew spending at these ports. A total of 6,967 transit passenger surveys were completed and returned for tabulation. While the characteristics of passenger visits varied by destination, Table ES-7 shows the major attributes of passenger visits across all destinations as derived from by the passenger surveys. Table ES-7 Major Attributes of Transit Passenger Visits All Destinations Segments Number Percent Total Respondents 6,967 Number Ashore 6,832 98% Number Making Onshore Purchases 4,668 67% Average Size of Expenditure Party (Persons) 2.01 Purchased a Shore Excursion (Tour) 3,553 52% Purchased Onshore Tour from: Cruise Line 2,842 80% Local Tour Operator % Travel Agent 320 9% Toured on Own/Did not Tour 3, The seven ports were: Charlottetown, PEI, Saint John, NB; St. John s and Corner Brook in Newfoundland & Labrador; Halifax and Sydney in Nova Scotia and Victoria, BC. Business Research & Economic Advisors Page 14 April 2017

17 The major attributes of passenger visits were: Of the passengers who responded to the survey, 98% went ashore; and, of these 67% made at least one purchase other than a shore excursion while ashore. Just over half (52%) of the passengers that went ashore reported purchasing a shore excursion. Eighty percent (80%) of passengers who purchased a tour did so through the cruise lines and 11% purchased their shore excursion directly from a local tour operator. The remaining passengers reported having purchased their tour through a travel agent. The typical cruise party consisted of two passengers. Passenger were also asked to rate their satisfaction with their destination visit along a number of parameters, as shown in Table ES-8. A 10-point scale was used with 10 being the highest score, i.e., extremely satisfied, and 1 being the lowest score, i.e., not at all satisfied. As indicated in the table, cruise passengers were, in general, very satisfied with their Canadian cruise vacation with all visit attributes receiving a mean score of 7.53 or higher. Among other key conclusions concerning visit satisfaction were the following: Feeling of Safety Ashore received the highest score of all visit attributes, with a mean score of Thus, cruise passengers felt extremely safe in the surveyed Canadian destinations. Cruise passengers were also extremely satisfied with the friendliness of the residents (Mean Score: 9.12) and cleanliness of the port cities (Mean Score: 9.02). Cruise passengers also felt very satisfied with their shore excursions with a mean score of Passengers were also very satisfied with their shopping experience (Mean Score: 7.67). Overall, cruise passengers were very satisfied with their visits at Canadian destinations as suggested by the mean score of 8.42 for Overall Visit". Table ES-8 Passenger Satisfaction with Destination Visits* Average for All Destinations Visit Attributes Mean Score Initial Shoreside Welcome 8.66 Guided Tour 8.78 Shopping Experience 7.67 Attractions/Museums 8.03 Variety of Things to Do 7.53 Friendliness of Residents 9.12 Cleanliness of City 9.02 Feeling of Safety Ashore 9.28 Taxis/Local Transportation 8.61 Overall Visit 8.42 * Scale is 1 to 10 with 10 being the highest score. The mean scores can be interpreted as follows: Extremely Satisfied: 10-9; Very Satisfied: 8-7; Somewhat Satisfied: 6-5; Not Too Satisfied: 4-3; Not At All Satisfied: 2-1. Business Research & Economic Advisors Page 15 April 2017

18 The demographic data extracted from the passenger surveys at all Canada ports indicated that U.S. residents accounted for 72% of the passengers visiting the seven Canadian cruise ports and that UK and Canadian residents each accounted for 11% of passenger visits. The average age of the respondents was 64 years with approximately two-thirds of the respondents being 65 years of age or older. Passengers that cruised to Canada had an average household income of $110,000 with 23 percent of the passengers reporting household income over $150,000. Figure ES-3 Passenger Age Cohorts Seven Canadian Cruise Ports Figure ES-4 Passenger Household Income Seven Canadian Cruise Ports Business Research & Economic Advisors Page 16 April 2017

19 II. Introduction As part of the analysis of the international cruise industry s impact on the Canadian economy, BREA collected financial data on cruise operations in Canada from the CLIA-NWC member lines, data on passenger arrivals and port fees from cruise ports throughout Canada, and data on passenger and crew spending and visit satisfaction from surveys conducted onboard visiting cruise ships. Background The international cruise industry is an important and dynamic component of the Canadian tourism and maritime industries. Data collected from the Canada cruise ports showed that there were just over 1,200 cruise ship calls throughout Canada during the 2016 cruise season that, in turn, generated an estimated 2.23 million passenger arrivals at Canadian ports in Atlantic Canada, Québec and British Columbia. 13 This represents an 8.8% increase in cruise passenger arrivals from 2012 and a 15.3% increase since As indicated in Figure IN-1, the embark and disembark traffic during 2016 was about 23% higher than it was in 2012 but still about 7% lower than it was in 2007 and The increase in passenger embarkations and disembarkations since 2012 reversed the shift in homeport calls from Vancouver to Seattle that had taken place between 2007 and As a result, Vancouver experienced a 24% increase in cruise passenger arrivals between 2016 and Figure IN-1 Cruise Passenger Arrivals in Canada by Type Source: BREA survey of Canadian cruise ports. 13 The Canadian cruise season generally begins in May and ends in October. However, some ports will receive a few cruise ship calls in April and November. This is the sum of passenger embarkations, disembarkations and transit arrivals. Business Research & Economic Advisors Page 17 April 2017

20 On the other hand, the number of transit passenger arrivals at Canadian ports remained virtually unchanged (+.5%) between 2012 and This followed a 37% increase between 2007 and The decline in growth is primarily attributable to an 11% decline in transit passenger arrivals in Atlantic Canada. This decline among Atlantic Canada ports was offset by a 13% increase in transit passenger arrivals in British Columbia and a 6% increase among the ports in the Province of Québec. It should be noted that the decline in cruise passenger arrivals in Atlantic Canada occurred in 2014 when arrivals fell by 18% to 537,351 passengers. Since then cruise passenger arrivals in the region have increased by 7.2%. Transit passengers accounted for nearly 60% of total passenger arrivals in 2016 compared to 64% in 2012 and 49% in These passengers arrived at Canadian ports primarily on Alaska and Canada New England itineraries. In addition, expedition ships and ships sailing on transatlantic and global itineraries also call at Canadian ports. As indicated in Figure IN-1, even though the growth in transit passenger arrivals has slowed, this trend of the increasing importance of transit passenger arrivals has been in place for most of the past decade as the North American cruise industry has increased its deployment in the Alaska and Canada New England destination markets. Another 20 percent of the cruise passenger arrivals were embarkations at Canadian ports in 2016 versus 18% in 2012 and 26% in Of these, approximately 90% boarded Alaska-bound cruises from the Port of Vancouver. The remaining 10% embarked on their cruises from the Ports of Montreal and Québec. Finally, 20% of the passenger traffic was cruise disembarkations. Again, most passengers ended their cruises in Vancouver. 14 In addition to the cruise passenger arrivals reported above, BREA estimated that just under 711,000 Canadian residents purchased cruises in This is based upon partial year data published by the Cruise Lines International Association (CLIA). This was a 10% decline from the number of Canadian residents that purchased cruises in 2012 and a 5% increase from Some of these residents embarked on their cruises in Canada while others boarded their cruises in the United States and other countries. As shown in Figure IN-2, four provinces (Ontario, British Columbia, Québec and Alberta) accounted for 91% of the Canadian residents that cruised in In addition, cruise lines made significant expenditures in Canada to support their cruise operations. Cruise lines pay a variety of fees to each of the ports, purchase bunker fuel for their ships and food and beverages and other goods to support their onboard hotel operations and pay commissions to travel agents for cruises purchased in Canada to name just a few components of cruise line expenditures. 14 It should be noted that there are a significant number of one-way cruises in the Canadian cruise market. These consist of cruises where passengers may embark at a Canadian port and then end their cruise at a foreign port, for example Vancouver to Seward, AK. Another set of passengers then board at the foreign port and end their cruise in Canada. Consequently, about half of the passengers that embark on their cruises actually disembark at a foreign port, primarily Seward, while half of those passengers that disembark at a Canadian port began their cruise at a foreign port. The remaining passengers make round trip cruises, primarily from Vancouver. Business Research & Economic Advisors Page 18 April 2017

21 Given the volume of cruise activity in Canada and the fact that passengers and crew purchase goods and services at Canada s port cities and that the cruise lines purchase goods and services from vendors throughout Canada, Business Research and Economic Advisors (BREA) was engaged by the North West & Canada Cruise Association (NWCCA) and its Canadian cruise destination partners to analyze the direct and indirect economic impacts of the cruise industry on the Canadian economy in 2016 at a national and provincial level. Figure IN-2 Canadian Residents Purchasing Cruises by Province, 2016 Source: Cruise Lines International Association and BREA Project Objectives The primary objective of this project was to estimate the direct and indirect economic impacts of the cruise industry in Canada and selected provinces during The economic impacts were estimated for major industrial and business sectors of the Canadian economy. Similar estimates were also developed for British Columbia, Québec and those provinces of Atlantic Canada with cruise ports. To accomplish this, data had to be collected and estimated for various components or aspects of the industry. These included: direct expenditures by the cruise lines for goods and services produced or provided by Canadian businesses; passenger and crew arrivals and visits at Canadian port cities; passenger and crew expenditures for goods and services in Canada; and Business Research & Economic Advisors Page 19 April 2017

22 economic data by industry and province for such indicators as output, employment, wages and taxes. Methodology The economic impact analysis required the collection of a broad range of data that necessitated: surveying the lines that cruise to and from Canadian ports, gathering data on port fees and passenger and crew visits from the ports; conducting passenger and crew satisfaction and expenditures surveys for most Canada ports; assembling additional data on passenger and crew spending for the remaining ports; and collecting economic data at the industry and provincial level from Statistics Canada. The collection methods and use of the data are described in the following sections. Survey of Cruise Lines A major component of the cruise industry s economic impact in Canada is generated by the expenditures made by the cruise lines with Canadian businesses and ports. To estimate these expenditures, the member lines of the CLIA-NWC were asked to provide data on their cruise-related expenditures in Canada. Data were requested for a range of operating and administrative expense categories as shown in Table IN-1. Surveys were returned by twelve cruise lines. 15 Combined, the twelve cruise lines reported spending $933 million with Canadian businesses during (Note: All dollar denominated figures are in Canadian dollars unless noted otherwise.) Table IN-1 Cruise Line Operating and Administrative Expense Categories Operating Expenses Food and Beverages Bunker Fuels Port Charges and Fees On-board Entertainment Vessel Maintenance and Repair Passenger Airfares ( Paid through Lines) Vessel Insurance Canadian Crew Wages and Salaries Other Operating Expenses Passenger Travel Insurance Other Operating Expenses Administrative Expenses Advertising and Marketing Accounting Services Legal Services Computer Consulting Services Other Professional Services Telecommunications Travel and Entertainment Rent Utilities Shore-side Wages and Salaries paid to Canadian Residents Other Administrative Expenses 15 These cruise lines were: Azamara, Carnival Cruise Lines, Celebrity Cruises, Crystal Cruises, Disney Cruise Line., Holland American Line, NCL Group, (NCL, Oceania and Regent Seven Seas), Princess Cruises, Royal Caribbean International and Seabourn Cruise Lines. Business Research & Economic Advisors Page 20 April 2017

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