Tourism Statistics RTO 11

Tourism Statistics RTO 11 Tourism Research Unit Spring 2012 1 1

Tourism 2 2

Tourism Indicators 2011* Visits increased by 1.3% to 104.4 million. Visits from and overseas countries increased, while visits from the U.S. and other areas of Canada declined Visitor spending increased by 3.6% to $18.3 billion; spending from Ontarians and overseas countries grew but spending from the U.S. and other provinces declined Tourism receipts increased by 4.3% to $23.6 billion Total employment generated by tourism receipts in increased by 1.0% to 334,069 jobs, while employment in the tourism-related industries also increased by 1.1% to 211,277 Provincial taxes generated by tourism receipts increased by 2.5% to $4.0 billion GDP generated by tourism receipts throughout the economy increased by 3.9% to $21.1 billion *Tourism indicators are based on preliminary Statistics Canada data 3 3

Tourism Outlook Origin 2009 A (millions) 2010 F 2011 F 2012 F 2013 F 2014 F 2015 F % Chg 2015 vs 2011 Domestic visits, which represent 87% of visits, will experience positive growth between 2010 and 2015, with an average annual growth rate of 2.4% U.S. visits are expected to decline from 2010-2012 then grow in 2013-2015 Overseas visits are expected to grow each year with an average annual growth rate of 4.7% 4 4 Average Annual Growth Total Visits 101.5 1.8% 1.2% 2.1% 3.5% 2.6% 1.9% 11.8% 2.3% Domestic Visits 88.0 2.3% 1.6% 2.5% 3.6% 2.6% 1.8% 12.7% 2.4% 83.7 1.6% 2.3% 2.5% 3.7% 2.6% 1.8% 13.6% 2.6% Other Canada International Visits 4.3 17.4% -10.6% 2.3% 2.8% 2.3% 1.9% -2.0% -0.3% 13.5-2.0% -1.8% -0.3% 2.7% 2.8% 2.2% 5.8% 1.1% U.S. 11.6-3.0% -2.5% -1.3% 2.0% 2.3% 1.8% 2.2% 0.5% Overseas 1.9 4.3% 3.6% 5.1% 5.9% 4.8% 4.3% 26.0% 4.7% Source: Ministry of Tourism, Culture and Sport Non-business & Business travel

Visits (Millions) Visits and Spending by Regional Tourism Organization (RTO) Visitor 2010 Visits (millions) Spending ($ billions) 103.7 17.1 RTO 1 13.1% 7.5% RTO 2 9.7% 9.1% RTO 3 7.1% 3.2% RTO 4 8.5% 4.8% RTO 5 18.2% 30.0% RTO 6 7.3% 3.5% RTO 7 9.2% 6.8% RTO 8 4.5% 2.7% RTO 9 6.2% 4.4% RTO 10 6.7% 7.7% RTO 11 4.0% 2.4% RTO 12 3.7% 3.0% RTO 13 6.1% 7.3% 20 15 10 5 0 13.6 10.1 7.4 8.8 18.8 7.6 9.5 4.6 1 2 3 4 5 6 7 8 9 10 11 12 13 13a 13b 13c RTO 6.5 6.9 4.2 3.8 6.3 3.6 1.0 1.8 Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 5 5

Visits and Spending Other Canada 4.5% U.S. 10.7% Overseas 1.9% Other Canada 9.8% Overseas 14.9% 82.8% U.S. 17.9% 57.4% Visits by Origin 103.7 million Visitor Spending by Origin $17.1 billion residents account for the majority of visits and spending U.S. visitors represent 11% of visits and 18% of expenditures Overseas visitors account for 2% of visits and 15% of spending Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 6 6

Summary In 2010, there were 103.7 million visits in and visitors spent $17.1 billion residents accounted for the majority of visits (83%) and spending (57%) U.S. visitors represented 11% of visits and 18% of expenditures Overseas visitors accounted for 2% of visits and 15% of spending RTO 5 (GTA) is the largest RTO representing 18% of visits and 30% of spending Visitors spent an average of $165/trip in 7 7

Summary (cont d) The largest proportions of expenditures were spent on Transportation (32%) and Food & Beverage (27%) 77% of U.S. visitors came from border states with 31% from New York and 29% from Michigan s 9 target overseas markets (U.K., Japan, Germany, France, Mexico, India, China, South Korea and Brazil) represented 52% of overseas visitors to. The U.K. was the leading overseas source market at 16% of overseas visits 59% of visits were same-day visits driven by residents Most trips were to visit friends and relatives or for pleasure The majority of overnight visitors stayed in private homes (62%) except U.S. visitors who are more likely to stay at a hotel/motel (48%) 8 8

RTO 11 Tourism 9 9

Economic Impact of Tourism in RTO 11 2010 Visitor Spending totalled $419 million Total GDP (direct, indirect and induced) generated by visitor spending amounted to $238 million, 2.6% of RTO 11's GDP The total tourism employment impact (direct, indirect and induced) of visitor spending was 4,166 jobs, accounting for 3.7% of RTO 11 s total employment Total tax revenues (direct, indirect and induced) from tourism for all levels of government amounted to $131 million. $60.1 million were federal tax revenues, $54.2 million were provincial and $17 million were municipal 10 10

Total Visits and Spending Region Visits (millions) Visitor Spending ($ billions) 103.7 17.1 RTO 11 4.2 0.4 RTO 11 proportion of Total 4.0% 2.4% In 2010, there were 4.2 million visits to RTO 11, representing 4% of total visits to Visitors to RTO 11 spent $419 million, accounting for 2.4% of total visitor spending in Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 11 11

Visits and Spending Other Can U.S. 2.8% 4.3% Overseas 0.5% Other Canada 6.5% Overseas 1.0% U.S. 8.9% RTO 11 vs. Visit Index Spending Index 92.4% 83.5% 112 146 U.S. 40 50 Other Canada 61 67 Overseas 27 7 Visits by Origin 4.2 million Visitor Spending by Origin $419 million residents accounted for the majority of visits and spending U.S. visitors accounted for 4% of visits and 9% of expenditures. This compares to 11% of visits and 18% of spending in Visitors from Other Canada comprised less than 3% of visits and 7% of spending Overseas visitors accounted for less than 1% of visits and 1% of spending Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 12 12

Visits by Length of Stay 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Overnight Same-Day 84% 87% 73% 60% 58% 40% 42% 27% 16% 13% Total Other Canada US Overseas RTO 11 vs. Length of Stay Index Same-day 69 Overnight 144 Avg # nights 99 Average # of nights 3.1 2.9 4.6 5.2 3.5 The majority (60%) of visits to RTO 11 were overnight visits. For comparison, 41% of visits in were overnight visits Visitors from all origins were more likely to take an overnight trip The average number of nights spent in RTO 11 was equal to s average of 3.1 nights Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 13 13

$/Trip by Length of Stay Total $44 $44 $100 $138 $90 $123 RTO 11 vs. $/Trip Index Total 61 79 Other Canada U.S. $32 $39 $233 $207 $273 $268 Other Canada 66 U.S. 75 Overseas 16 Overseas $39 $201 $226 $0 $50 $100 $150 $200 $250 $300 Overnight Same-day Total Visitors spent an average of $100/trip in RTO 11 ($165/trip for ) On average, overnight visitors spent over three times as much per person as same-day visitors Other Canadian visitors spent the most per person, on average, at $233/trip Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 14 14

Spending by Category $419 M $349 M $27 M $37 M $4M 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 10% 9% 12% 15% 20% 10% 10% 4% 17% 11% 32% 32% 33% 23% 27% 21% 20% 27% 26% 28% 25% 30% 21% 15% 20% Total Other Canada U.S. Overseas Transport Accommodation Food & Beverage Recreation/Entertainment Retail/Other RTO 11 vs. Spending Index Transportation 83 Accommodation 122 Food & Beverage 119 Rec./Entertain. 112 Retail/Other 68 The largest proportion of expenditures were spent on food & beverage Between markets, overseas visitors spent the largest share on retail, U.S. visitors spent the largest proportion on entertainment, and Ontarians spent the largest proportion on food Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 15 15

Total Visits by Activity * Boating Fishing Nat/Prov Nature Parks Golfing Dow nhill Skiing/Snow boarding Historic Sites Cultural Performances 0% 5% 10% 15% 20% 25% 24% 11% 5% 4% 4% 3% 3% RTO 11 vs. Activity Index Boating 390 Fishing 278 National/Provincial Parks 93 Golfing 233 Downhill Skiing/ Snowboarding 425 Historic Sites 78 Cultural Performances 64 Other Canada U.S. Overseas Among residents, outdoor activities were most popular U.S. visitors engaged in a variety of activities, especially outdoor activities (fishing, boating) Overseas visitors are more likely to visit parks and historic sites *activity may or may not have taken place in region Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 16 16

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Main Purpose of Visit 4.2 M 3.9 M 0.1 M 0.2 M 0.02 M 3.6% 3.3% 2.1% 1.3% 1.4% 1.4% 2.6% 11.7% 11.0% 0.5% 55.2% 55.0% 50.6% 33.6% 63.9% 54.1% 39.8% 40.3% 44.8% 23.9% Total Other Canada U.S. Overseas RTO 11 vs. Purpose Index VFR 89 Pleasure 133 Business 24 Other 47 VFR: Visiting Friends and/or Relatives VFR Pleasure Business Other Personal Overall, most trips to RTO 11 were for pleasure Most trips made by visitors from Overseas were VFR visits Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 17 17

Visits by Accommodation 80% 70% 60% 50% 40% 30% 20% 10% 0% 73% 17% 7% 3% 76% 14% 7% 3% 69% 24% 6% 1% Total Other Canada 46% 41% U.S. 8% 5% 51% 46% 2% 0% Overseas Unpaid Paid Campgrounds Other RTO 11 vs. Type Index Unpaid 118 Paid Roofed 67 Campground 104 Other 55 The majority of overnight visits to RTO 11 were spent at unpaid accommodations such as private homes and cottages Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 18 18

Hotel Statistics 140 120 100 80 60 40 122 106 107 103 98 98 61 55 53 53 54 49 52 52 50 56 55 74 RTO 11 vs. Hotel Stats Index 2011 Occupancy 85 ADR 87 RevPar 74 ADR = Average Daily Rate RevPar = Revenue per Available Room 20 0 Occupancy (%) ADR ($) RevPar ($) 2007 2008 2009 2010 2011 2011 In general, ADR is growing, while occupancy and RevPar have declined RTO 11 had lower occupancy, ADR and RevPar than total Source: PKF Consulting, Ministry of Tourism and Culture 19 19

Park Statistics Park # Developed Campsites Visitors Day Use Bus Permits Camper Nights Campers July/Aug % Occupancy Bon Echo 528 181,767 13,688 0 158,632 37,770 76% Silent Lake 167 49,552 9,636 1 39,914 10,788 69% Murphys Point 174 48,884 13,599 1 32,001 10,000 62% Rideau River 184 38,329 12,609 0 23,634 7,878 37% Bonnechere 128 36,736 8,370 0 28,366 6,919 67% Sharbot Lake 182 29,734 3,061 2 26,673 7,845 53% Silver Lake 148 27,832 7,790 3 20,042 6,073 47% Driftwood 81 12,810 669 0 11,936 3,979 56% Lake St. Peter 65 12,792 791 0 12,001 4,000 69% Total 1,657 438,436 70,213 7 353,199 95,252 % of 9% 5% 2% 0% 8% 8% Bon Echo is the most popular camping destination in RTO 11, with the most number of visitors and overall nights spent Source: Parks 2010 20 20

Tourism Related Establishments Type of Establishment # 2010* % of Accommodations 230 5% Arts, Entertainment, Recreation 213 2% Food & Beverage 498 2% Transportation 51 1% Travel Services 28 1% Retail 1223 2% Other Services 633 2% Total 2876 2% RTO 11 accounts for 2% of s tourism related establishments Note: RTO 11 represented 4% (4.2 M) of total visits and 2% ($419 M) of visitor spending *Represents the actual number of establishments in that category Source: Statistics Canada, Business Register 2010 21 21

U.S. Visitors by State of Residence Quebec Minnesota 1% Wisconsin 5% Illinois 6% Michigan 2% Ohio 9% Pennsylvania 14% New York 38% U.S. visitors came primarily from border states (74%), especially New York State (38%) and Pennsylvania (14%) Note: U.S. visitors to RTO 11 represented 4% (181 K) of total visits and 9% ($37 M) of visitor spending Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 22 22

Visits by Time of Year 4.2 M 3.9 M 0.1 M 0.2 M 0.02 M 100% 90% 80% 19% 19% 13% 13% 15% RTO 11 vs. Quarter Index 70% 60% 50% 40% 30% 20% 42% 41% 24% 24% 49% 26% 52% 26% 55% 23% Jan-Mar 83 Apr-Jun 92 Jul-Sept 130 Oct-Dec 81 10% 0% 16% 16% 11% 8% 7% Total Other Canada U.S. Overseas Q1 (Jan - Mar) Q2 (Apr - Jun) Q3 (Jul - Sep) Q4 (Oct - Dec) The largest proportion of trips occur in the summer months, especially among visitors from outside The least amount 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 Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 23 23

Visitors by Origin by Census Division Haliburton Total 22% Ont 23% Oth Can 6% U.S. 16% OS 8% Hastings Total 14% Ont 15% Oth Can 4% U.S. 8% OS 22% Renfrew Total 31% Ont 30% Oth Can 62% U.S. 19% OS 44% L&A Total 3% Ont 3% Oth Can 0% U.S. 2% OS 0% Frontenac Total 6% Ont 6% Oth Can 0% U.S. 19% OS 7% Lanark Total 24% Ont 23% Oth Can 29% U.S. 41% OS 20% Origin % of Visits % of $ 92% 83% Other Canada 3% 7% U.S. 4% 9% Overseas 1% 1% OS = Overseas Visits to RTO 11 were spread out with 31% of visitors going to Renfrew, 22% to Haliburton, and 24% to Lanark Most visitors only go to one census division per visit while visiting RTO 11 Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 24 24

Overseas Visitors by Country of Residence Germany France UK Mainland China Mexico Japan India South Korea Brazil 0% 0% 0% 0% 0% 0% 2% 2% 3% 5% 5% 6% 7% 7% 9% 9% 16% 20% 0% 5% 10% 15% 20% 25% Overseas Visitors to Overseas Visitors to RTO 11 s 9 overseas target markets represented 38% of overseas visitors to RTO 11 Note: Overseas visitors to RTO 11 represented 1% (22 K) of total visits to the region and 1% ($4 M) of visitor spending Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ministry of Tourism, Culture and Sport 25 25

RTO 11 Summary In 2010, there were 4.2 million visits in RTO 11, accounting for 4% of total visits to. Visitors to RTO 11 spent $419 million, or 2% of total visitor spending in residents accounted for the majority of visits and spending, residents of Other Canada accounted for 3% of visits and 7% of spending, U.S. visitors represented 4% of visits and 9% of expenditures, and Overseas visitors accounted for 1% of visits and 1% of spending Visitors spent an average of $100/trip. On average, overnight visitors spent over three times as much per person as same-day visitors. other Canadians spent the most per person, on average, at $233/trip The largest proportion of expenditures were spent on Food & Beverage 26 26

RTO 11 Summary (cont d) 74% of U.S. visitors came from border states including 38% from New York State s 9 overseas target markets accounted for 38% of overseas visitors to RTO 11. Germany was by far the leading overseas source market at 20% of overseas visits The majority of visits were overnight Most trips were for pleasure The majority of overnight visitors stayed in unpaid accommodations 27 27

We Know. Just Ask. tourism.research@ontario.ca (416) 325-8287 28 28