2014 Tourism Statistics Region 12

Transcription

1 2014 Tourism Statistics Region 12 Tourism Research Unit Fall 2016

2 Economic Indicators Source: Oxford Economics; Ontario 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 Ontario Tourism 4

5 Economic Impact of Tourism in Ontario 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 Ontario's GDP The total tourism employment impact (direct, indirect and induced) of tourism receipts reached 371,968 jobs, accounting for 5.3% of Ontario 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 Ontario's foreign earnings 5

6 Ontario 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% Ontario 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 Ontario and visitors spent $23.9 billion Ontario 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 Ontario 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 Ontario 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 Ontario 10 Ottawa and Countryside 11 Haliburton Highlands to the Ottawa Valley 12 Muskoka, Parry Sound and Algonquin Park 13 Northern Ontario 7

8 Ontario Summary In 2014, there were million visits in Ontario and visitors spent $23.9 billion. Visits were down 1.0%, while spending grew 5.1% compared to 2013 Ontario 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 Ontario The largest proportions of expenditures were spent on Transportation (37%) and Food & Beverage (27%) 8

9 Ontario 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) Ontario s 9 target overseas markets (U.K., Japan, Germany, France, Mexico, India, China, South Korea and Brazil) represented 54% of overseas visitors to Ontario. The U.K. was the leading overseas source market at 12% of overseas visits 64% of visits were same-day visits driven by Ontario 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 12 Tourism 10

11 Economic Impact of Tourism in Region 12 Visitor Spending totalled $589 million Total GDP (direct, indirect and induced) generated by visitor spending amounted to $353 million, 8.0% of Region 12's GDP The total tourism employment impact (direct, indirect and induced) of visitor spending was 5,700 jobs, accounting for 12.0% of Region 12 s total employment Total tax revenues (direct, indirect and induced) from tourism for all levels of government amounted to $186 million. $93 million were federal tax revenues, $77 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) Ontario Region Region 12 proportion of Total Ontario 3.1% 2.5% In 2014, there were 4.3 million visits in Region 12, representing 3.1% of total visits in Ontario Visitors in Region 12 spent $589 million, accounting for 2.5% of total visitor spending in Ontario 12

13 U.S. 3.0% Other Overseas Can 0.9% 1.1% Visits and Spending Other U.S. Can 1.1% 5.9% Overseas 2.7% Ont 95.0% Ont 90.3% Region 12 vs. Ontario Visit Index Spending Index Ontario U.S Other Canada Overseas Visits by Origin 4.3 million Visitor Spending by Origin $589 million Ontario residents accounted for the vast majority of visits (95%) and spending (90%) U.S. visitors accounted for 3% of visits and 6% of expenditures Visitors from Other Canada made up 1% of visits and spending Overseas visitors accounted for 1% of visits and 3% of spending 13

14 Ontario Visitors to Region 12 by Region of Residence 40% 35% 30% 25% 20% 36.0% Visits by Region 15% 12.4% 14.4% 12.7% 10% 5% 0% 4.2% 3.3% 6.3% 3.6% 2.3% 2.2% 0.7% 1.3% 1.8% 0.6% 0.1% 0.2% a 13b 13c Region 36% of Ontario visitors to Region 12 reside in Region 5, 14% in Region 7, and 13% in Region 6 Note: Ontario visitors to Region 12 represented 95% (4.1 M) of total visits and 90% ($532 M) of visitor spending 14

15 Other Canada Visitors by Province of Residence BC 7% Alb 21% Sask 0% Man 9% Que 53% Maritimes 10% 53% of Other Canada visitors came from Quebec with 41% from Montreal Note: Other Canada visitors to Region 12 represented 1% (40,000) of total visits and 1% ($7 M) of visitor spending 15

16 U.S. Visitors by Region of Residence Mountain 3% West North Central 0% East North Central 29% New England 2% Pacific, Alaska, Hawaii 2% Mid Atlantic 46% South Atlantic 12% 46% of U.S. visitors come from Mid Atlantic and 29% from East North Central Note: U.S. visitors to Region 12 represented 3% (129,000) of total visits and 6% ($34 M) of visitor spending 16 South Central 5%

17 Overseas Visitors by Country of Residence Germany 6% 29% UK 12% 23% Mainland China 6% 8% France 6% 5% Mexico India 0% 0% 3% 6% To Ontario To Region 12 Japan 0% 5% Brazil 0% 3% South Korea 0% 4% 0% 5% 10% 15% 20% 25% 30% Ontario s 9 overseas target markets represent 63% of overseas visitors to Region 12 Note: Overseas visitors to Region 12 represented 1% (47,000) of total visits and 3% ($16 M) of visitor spending 17

18 Visits by Length of Stay 120% Same-day Overnight 100% 80% 72.2% 71.0% 98.0% 94.3% 90.9% Region 12 vs. Ontario Length of Stay Index 60% Same-day 44 40% 20% 0% 27.8% 29.0% 9.1% 5.7% 2.0% Total Ontario Other Canada U.S. Overseas Overnight 199 Avg # nights 100 Average # of nights The majority (72%) of visits to Region 12 were overnight visits. For comparison, 36% of visits in Ontario were overnight visits The average number of nights spent in Region 12 was 3.1, on par with Ontario s average of 3.1 nights 18

19 $/Trip by Length of Stay Total $80 $138 $160 Region 12 vs. Ontario $/Trip Index Ontario Other Canada $0 $80 $131 $151 $169 $172 Total 80 Ontario 115 Other Canada 50 U.S. $35 $268 $282 U.S. 86 Overseas 16 Overseas $25 $342 $374 $0 $100 $200 $300 $400 Total Same-day Overnight Visitors spent an average of $138/trip in Region 12 ($171/trip for Ontario) On average, overnight visitors spent 2 times as much as same-day visitors 19

20 100% 80% 60% 40% 20% 0% Spending by Category $589 M $532 M $7 M $34 M $16 M 4.8% 4.6% 0.5% 1.1% 6.5% 9.7% 7.3% 7.1% 10.5% 9.3% 34.0% 39.1% 40.0% 33.4% 23.8% 38.8% 24.6% 23.8% 30.0% 36.1% 24.1% 24.5% 25.6% 19.6% 21.1% Total Ontario Other Canada U.S. Overseas Region 12 vs. Ontario Spending Index Transportation 65 Accommodation 150 Food & Beverage 145 Rec./Entertain. 98 Retail/Other 39 Transportation Accommodation Food & Beverage Recreation/Entertainment Retail/Other The largest proportions of expenditures were spent on Food & Beverage, Transportation and Accommodations Ontario visitors in Region 12 spent 53% of their Food & Beverage dollars at stores and 47% at restaurants. This compares to 29% at stores and 71% at restaurants for Ontario visitors travelling anywhere in Ontario 20

21 Total Visits by Activity * Region 12 vs. Ontario Activity Index Any Outdoor/Sports Activity Boating Visit a beach Hiking Visit Family or Relatives Fishing Camping National/Provincial Nature Parks Museums/Art Galleries Cycling Total Ontario Other Canada US Overseas Any Outdoor/Sports Activity 351 Boating 777 Visit a beach 393 Hiking 440 Visit Family or Relatives 50 Fishing 432 Camping 375 National/Provincial Nature Parks 256 Museums/Art Galleries 138 0% 10% 20% 30% 40% 50% 60% 70% 80% In general, visitors to Region 12 demonstrated a higher rate of participation in activities compared to visitors to other regions Outdoor activities are most popular among visitors to Region 12 *activity may or may not have taken place in region 21

22 Main Purpose of Visit 100% 80% 60% 40% 20% 0% 4.3 M 4.1 M 0.04 M 0.1 M 0.05 M 1.7% 3.3% 1.6% 2.8% 4.6% 0.0% 4.8% 17.1% 5.9% 26.0% 25.4% 1.1% 30.9% 28.3% 81.2% 69.0% 70.2% 53.5% 58.4% 14.2% Total Ontario Other Canada U.S. Overseas Region 12 vs. Ontario Purpose Index Pleasure 200 VFR 58 Business 19 Other 29 VFR: Visiting Friends and / or Relatives Pleasure VFR Business Other Trips to Region 12 are mainly for pleasure Other includes shopping, medical, religious, hobby/trade show, etc. 22

23 Visits by Accommodation Type 80% 67.8% 70.7% 60% 40% 20% 18.2% 16.5% 9.8% 9.8% 60.8% 47.0% 31.4% 26.0% 13.2% 9.1% 44.9% 28.4% 14.5% Region 12 vs. Ontario Type Index Private 108 Commercial 72 Campground 189 0% Total Ontario Other Canada U.S. Overseas Private Commercial Campgrounds The majority of overnight visits to Region 12 were spent at unpaid accommodations such as private homes and cottages 23

24 Hotel Statistics $ $ $ $ $85.00 $65.00 $ % 50.0% 48.0% 46.0% 44.0% 42.0% Region 12 vs. Ontario Hotel Stats Index 2015 Occupancy 78 ADR 113 RevPar 88 ADR = Average Daily Rate RevPar = Revenue per Available Room $ ADR RevPAR Occupancy % 40.0% Over the last few years, occupancy, ADR and RevPar have been on an upward trend Region 12 had lower occupancy and RevPar than total Ontario, but a higher ADR Source: CBRE Hotels Trends in the Hotel Industry National Market Report 24

25 Tourism Related Establishments Type of Establishment # 2014* % of Ontario Accommodations 281 5% Arts, Entertainment, Recreation 222 2% Food & Beverage 251 1% Transportation 51 0% Travel Services 13 0% Retail 733 1% Other Services 354 1% Total 1,905 1% Region 12 accounts for 1% of Ontario s tourism related establishments Note: Region 12 represented 3% (4.3 M) of total visits and 2% ($589 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% 4.3 M 4.1 M 0.04 M 0.1 M 0.05 M 15.7% 16.0% 13.5% 9.2% 13.2% 47.7% 55.1% 54.2% 73.9% 81.0% 21.9% 22.3% 36.2% 7.2% 7.5% 12.6% 0.0% 7.6% 2.2% 2.9% Total Ontario Other Canada U.S. Overseas Jan-Mar Apr-Jun Jul-Sep Oct-Dec Region 12 vs. Ontario Quarter Index Jan-Mar 36 Apr-Jun 85 Jul-Sept 181 Oct-Dec 67 The largest proportion of trips occur in the summer months, especially among visitors from outside Ontario The least number of trips take place in the winter months of January to March The region s seasonal pattern is more skewed to summer compared to total Ontario 26

27 Region 12 Summary In 2014, there were 4.3 million visits in Region 12, accounting for 3% of total visits to Ontario. Visitors to Region 12 spent $589 million, or 2% of total visitor spending in Ontario. Ontario residents accounted for the vast majority of visits and spending, residents of Other Canada accounted for 1% of visits and spending, U.S. visitors represented 3% of visits and 6% of expenditures, and Overseas visitors accounted for 1% of visits and 3% of spending Visitors spent an average of $138/trip. Overnight visitors spent 2 times as much per trip as same-day visitors. The largest proportions of expenditures were spent on Food & Beverage, Transportation and Accommodations 27

28 Region 12 Summary 36% of Ontario visitors to Region 12 reside in Region 5, 14% in Region 7, and 13% in Region 6 46% of U.S. visitors come from Mid Atlantic and 29% from East North Central Ontario s 9 overseas target markets accounted for 63% of overseas visitors to Region 12 The majority of visits were overnight Most trips were for pleasure The majority of overnight visitors stayed in unpaid accommodations 28

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