Tourism Statistics Region 1 Tourism Research Unit Winter 2011 1
Summary In 2008, there were 101.0 million visits in and visitors spent $17.6 billion residents account for the majority of visits and spending U.S. visitors represent 13% of visits and 19% of expenditures Overseas visitors account for 2% of visits and 15% of spending Visitors spend an average of $175/trip in The largest proportion of expenditures was spent on Transportation 2 2
Summary (cont d) The majority of U.S. visitors come from border states with 32% from New York and 31% from Michigan The top 10 overseas markets represent 57% of overseas visitors to. The U.K. by far is the leading overseas source market at 17% of overseas visits The majority of visits are same-day visits driven by and U.S. residents Most trips are for pleasure or to visit friends and relatives The majority of overnight visitors stay in private homes except U.S. visitors who are more likely to stay at a hotel/motel 3 3
Tourism Outlook Summary Origin Share of Visits 2010 over 2009 2011 over 2010 2014 over 2010 Total Visits 100% -0.8% 0.5% 4.2% Domestic Visits 87% -0.2% 0.5% 3.7% 83% -0.1% 0.4% 3.5% Canada 4% -1.2% 2.3% 8.6% International Visits 13% -5.1% 0.4% 7.5% U.S. 11% -6.2% -0.3% 6.0% Overseas 2% 1.5% 4.4% 14.0% Domestic visits which represent 87% of visits will experience positive growth between 2011 and 2014 U.S. visits are forecast to decline in 2010 then return to growth in 2012 Overseas visits are expected grow for the entire period of 2010-2014 Source: Ministry of Tourism and Culture 4 4
Total Visits and Spending Region Visits (millions) 101.0 Visitor Spending ($ billions) 17.6 Region 1 Region 1 proportion of Total 13.4 13.2% 1.4 7.8% In 2008, there were 13.4 million visits to Region 1, 13.2% of total visits to Visitors to Region 1 spend $1.4 billion or 7.8% of total visitor spending in Source: Statistics Canada, Travel Survey of the Residents of Canada 2008, International Travel Survey 2008, Ministry of Tourism and Culture 5 5
Visits and Spending Other Can 1.1% Overseas 1.0% Other Can 4.4% Overseas 4.7% U.S. 27.8% Ont 70.0% U.S. 27.0% Ont 63.8% Region 1 vs. Ont U.S. Other Canada Visit Index 87 213 27 Spending index 112 146 49 Overseas 47 31 Visits by Origin 13.4 million Visitor Spending by Origin $1.4 billion residents account for the majority of visits and spending U.S. visitors represent 28% of visits and 27% of expenditures. This compares to 13% of visits and 19% of spending in Visitors from Other Canada make up 1% of visits and 4% of spending Overseas visitors account for 1% of visits and 5% of spending Source: Statistics Canada, Travel Survey of the Residents of Canada 2008, International Travel Survey 2008, Ministry of Tourism and Culture 6 6
Visits by Length of Stay 100% 89% Same-day Overnight 80% 69% 67% 79% 71% Region 1 vs. Length of Stay Index 60% Same-day 119 40% 20% 31% 34% 11% 21% 29% Overnight Avg # nights 74 83 0% Total Other Canada U.S. Overseas Average # of nights 2.7 2.4 2.5 2.2 11.9 The majority of visits to Region 1 were same-day visits. For comparison, in 58% of visits were same-day visits Other Canada and Overseas visitors were more likely to take an overnight trip The average number of nights spent in Region 1 was 2.7, below s average of 3.2 nights Source: Statistics Canada, Travel Survey of the Residents of Canada 2008, International Travel Survey 2008, Ministry of Tourism and Culture 7 7
$/Trip by Length of Stay Total Other Canada $103 $69 $178 $94 $67 $147 $296 $399 $411 Region 1 vs. Total Other Canada $/Trip Index 59 76 72 U.S. Overseas $42 $100 $73 $201 $487 $666 U.S. Overseas 40 40 $0 $100 $200 $300 $400 $500 $600 $700 Overnight Same-day Total Visitors spend an average of $103/trip in Region 1 ($175/trip for ) Overnight visitors spend over twice as much as same-day visitors Overseas visitors spent the most at $487/trip Source: Statistics Canada, Travel Survey of the Residents of Canada 2008, International Travel Survey 2008, Ministry of Tourism and Culture 8 8
Spending by Category $1,375 M $878 M $61 M $372 M $65 M 100% 80% 60% 40% 20% 0% 21.0% 22.0% 17.0% 19.0% 4.0% 12.0% 7.0% 30.0% 33.0% 32.0% 6.0% 11.0% 11.0% 43.0% 23.0% 28.0% 30.0% 27.0% 9.0% 27.0% 30.0% 23.0% 12.0% 12.0% 11.0% Total other Can USA Overseas Region 1 vs. Transportation Accommodation Food & Beverage Rec./Entertain. Retail/Other Spending Index 73 63 122 139 140 Transportation Accommodation Food & Beverage Recreation/Entertainment Retail/Other The largest proportions of expenditures were spent on food & beverage, transportation, and retail Other Canada visitors spent more on transportation while overseas visitors spent more on accommodations and retail Source: Statistics Canada, Travel Survey of the Residents of Canada 2008, International Travel Survey 2008, Ministry of Tourism and Culture 9 9
Visits by Activity* Region 1 vs. Activity Index Casino 99 Any Outdoor/Sports Activity Sports 82 National/Provincial Nature Parks Culture Nat/Pro Park 76 76 Cultural Performances Boating Casinos Sports Events Total Other Canada US Overseas Outdoor Festival Zoo/Aq Historic Museum Theme Park Casino 71 58 53 50 45 35 99 Historic Sites Sports 82 0% 10% 20% 30% 40% 50% Visitors to Region 1 participate in less activities than visitors to other regions International visitors are more likely to visit museums, historic sites, parks, etc. *activity may or may not have taken place in region Source: Statistics Canada, Travel Survey of the Residents of Canada 2008, International Travel Survey 2008, Ministry of Tourism and Culture 10 10
Visits by Purpose 100% 80% 60% 40% 20% 0% 13.4 M 9.4 M 0.2 M 3.7 M 0.1 M 7.6% 14.4% 4.1% 5.1% 2.1% 7.6% 20.3% 11.0% 32.4% 41.9% 50.1% 6.9% 62.7% 19.6% 66.0% 38.5% 38.2% 41.0% 15.0% 15.4% Total Other Canada U.S. Overseas Region 1 vs. Pleasure VFR Business Other Purpose Index 90 99 81 174 VFR: Visiting Friends and / or Relatives Pleasure VFR Business Other Most trips are to visit friends and relatives or for pleasure, similar to U.S. visitors are more likely to take a pleasure trip while visitors from other Canada and Overseas are more likely to come to Region 1 to visit family or friends Source: Statistics Canada, Travel Survey of the Residents of Canada 2008, International Travel Survey 2008, Ministry of Tourism and Culture 11 11
Visits by Accommodation Type 100% 85% 80% 60% 66% 70% 62% Region 1 vs. Unpaid Accom Type Index 106 40% 41% 35% Paid Roofed Campground 70 145 20% 0% 18% 8% 8% 15% 11% 4% 10% 4% 0% Total Other Canada U.S. 19% 5% 21% 16% 0% Overseas Other 125 Unpaid Paid Roofed Campgrounds Other The majority of overnight visit to Region 1 were spent at unpaid accommodations such as private homes and cottages U.S. visitors are more likely to stay at a hotel Source: Statistics Canada, Travel Survey of the Residents of Canada 2008, International Travel Survey 2008, Ministry of Tourism and Culture 12 12
Hotel Statistics $119 $101 $100 $98 Region 1 vs. Hotel Stats Index 2009 54% 57% 51% 45% $54 $51 $45 $68 Occupancy ADR RevPar 79 82 65 ADR = Average Daily Rate RevPar = Revenue per Available Room Occupancy ADR RevPar 2007 2008 2009 Ont 2009 Occupancy, ADR and RevPar have all declined over the past few years Region 1 had lower occupancy, ADR and RevPar than total Source: PKF Consulting, Ministry of Tourism and Culture 13 13
Tourism Related Establishments Type of Establishment Accommodations Arts, Entertainment, Recreation Food & Beverage Transportation Travel Services Retail Other Services Total # 2008* % of 321 7% 925 10% 2,807 9% 651 8% 190 7% 6,206 10% 2,945 10% 14,045 10% Region 1 represents 10% of s tourism related establishments Note: Region 1 represented 13% (13.4 M) of total visits and 8% ($1.4 B) of visitor spending *Represents the actual number of establishments in that category Source: Statistics Canada, Business Register 2008 14 14
Visits by Time of Year 100% 80% 13.4 M 9.4 M 0.2 M 3.7 M 0.1 M 15.9% 23.0% 23.4% 22.1% 28.0% Region 1 vs. Quarter Index 60% 31.4% 30.9% 26.8% 32.3% 40.3% Jan-Mar Apr-Jun 102 104 40% 20% 26.1% 26.2% 28.5% 25.5% 29.5% Jul-Sept Oct-Dec 95 102 0% 19.6% 19.5% 16.6% 20.1% 14.2% Total Other Canada U.S. Overseas Jan-Mar Apr-Jun Jul-Sep Oct-Dec The largest proportion of trips occur in the summer months This region s seasonal pattern is similar to that of Source: Statistics Canada, Travel Survey of the Residents of Canada 2008, International Travel Survey 2008, Ministry of Tourism and Culture 15 15
Visitors by Origin by Census Division Essex Tot 29% Ont 15% U.S. 64% OS 26% Lambton Tot 15% Ont 12% U.S. 24% OS 13% Kent Tot 6% Ont 7% U.S. 4% OS 8% Middlesex Tot 32% Ont 42% U.S. 7% OS 55% Elgin Tot 5% Ont 6% U.S. 1% OS 5% Oxford Tot 6% Ont 7% U.S. 1% OS 9% Haldimand-Norfolk Tot 9% Ont 12% U.S. 1% OS 16% Origin Ont Oth Can U.S. OS OS: Overseas % of Visits 70% 1% 28% 1% % of $ 64% 4% 27% 5% Visits to Region 1 are mainly to Essex and Middlesex 64% of U.S. visitors went to Essex, 55% of Overseas visitors went to Middlesex Most visitors only go to 1 census division per visit while visiting Region 1 Source: Statistics Canada, Travel Survey of the Residents of Canada 2008, International Travel Survey 2008, Ministry of Tourism and Culture 16 16
U.S. Visitors by State of Residence Quebec Minnesota 0.1% Wisconsin 0.4% Illinois 2% Michigan 79% Ohio 6% Pennsylvania 1% New York 4% 93% of U.S. visitors come from border states; primarily from Michigan at 79% Note: U.S. visitors to Region 1 represented 28% (3.7 M) of total visits and 27% ($372 M) of visitor spending Source: Statistics Canada, Travel Survey of the Residents of Canada 2008, International Travel Survey 2008, Ministry of Tourism and Culture 17 17
U.S. Border Crossings Windsor & Sarnia Entries (Millions) 6.0 5.0 4.0 3.0 2.0 1.0 Windsor Sarnia 20 18 16 14 12 10 8 6 4 Entries (Millions) 2 0.0 0 2005 2006 2007 2008 2009 2010 January - November U.S. border crossings via Windsor and Sarnia accounted for over 30% of U.S. entries into U.S. crossings via Windsor and Sarnia have declined at a greater rate than entries into In Nov 2010, U.S. entries via Windsor were down 0.3% and via Sarnia up 0.7%, while U.S. entries to increased 1.4% Source: Statistics Canada, Ministry of Tourism and Culture 18 18
Overseas Visitors by Country of Residence U.K. 17% 24% Mexico 5% 10% Germany 6% 8% Japan 3% 6% France 3% 6% India 2% 4% South Korea 2% 3% Australia China 1% 1% 3% 4% Overseas Visitors to Region 1 Overseas Visitors to Italy 1% 3% The top 10 overseas markets represent 67% of overseas visitors to Region 1 0% 5% 10% 15% 20% 25% 30% 35% Note: Overseas visitors to Region 1 represented 1% (134,000) of total visits and 5% ($65 M) of visitor spending Source: Statistics Canada, Travel Survey of the Residents of Canada 2008, International Travel Survey 2008, Ministry of Tourism and Culture 19 19
Region 1 Summary In 2008, there were 13.4 million visits in Region 1, 13.2% of total visits to. Visitors to Region 1 spent $1.4 billion or 7.8% of total visitor spending in residents account for the majority of visits and spending, other Canada residents account for 1% of visits and 4% of spending, U.S. visitors represent 28% of visits and 27% of expenditures, overseas visitors account for 1% of visits and 5% of spending Visitors spend an average of $103/trip. Overnight visitors spend over 2 times as much as same-day visitors. Overseas visitors spend the most at $487/trip The largest proportions of expenditures were spent on food & beverage, transportation, and retail 20 20
Region 1 Summary (cont d) 93% of U.S. visitors come from border states including 79% from Michigan The top 10 overseas markets represent 67% of overseas visitors. The U.K. is by far the leading overseas source market at 24% of overseas visits The majority of visits are same-day Most trips are to visit friends and relatives or for pleasure The majority of overnight visitors stay in unpaid accommodations 21 21
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