Ontario Golf Tourism Statistics 2015 Fall 2017 This

Ontario Golf Tourism Statistics 2015 Fall 2017

This report summarizes key characteristics of visitors and visitor spending of trips in Ontario which included the activity of Golf. Data was sourced from Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey, 2015 Some slides include an index table which simplifies the comparison of Golf and total trip statistics. Since total trips equals 100, an index of 105 indicates Golf is 5% higher than total, similarly an index of 90 signifies Golf is 10% lower than total. Index Interpretation less than 80 80 -120 greater than 120 Golf trips underdeveloped versus total trips Golf trips similar to total trips Golf trips overdeveloped versus total trips

Visits and Spending Visits (millions) Visitor Spending ($ billions) Ontario Total 141. 9 25. 4 Ontario Golf 1. 8 0. 5 1. 3% 2. 0% Region Ontario Golf proportion of Ontario Total • • In 2015, there were 1. 8 million Golf visits in Ontario, representing 1. 3% of total visits in Ontario Golf visitors in spent $508 million, accounting for 2. 0% of total visitor spending in Ontario Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 3

Golf and Total Visits by Origin U. S. ; 2. 9% Other Can; 4. 6% Oversea s; 0. 9% Overseas ; 1. 8% Other Can; 4. 6% Golf vs. Total U. S. , 8. 0% 1. 8 million Ontario 107 U. S. 36 Other Canada 100 Overseas 50 Ont; 85. 5% Ont; 91. 6% Golf Visits by Origin Visit Index Total Visits by Origin 142 million • Ontario residents accounted for the majority of Golf (92%) and total (86%) visits • U. S. visitors accounted for 3% of Golf visits compared to 8% of total visits • Visitors from Other Canada comprised 5% of Golf visits and 5% of total visits • Overseas visitors accounted for 1% of Golf visits and 2% of total visits Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 4

Golf and Total Spending by Origin Other Can; 9. 2% Overseas; 6. 9% Overseas ; 21. 7% Golf vs. Total U. S. , 7. 2% Other Can; 9. 1% Ont; 76. 6% Golf Visitor Spending by Origin $508 million Ont; 54. 9% U. S. , 14. 3% Spending Index Ontario 139 U. S. 50 Other Canada 102 Overseas 32 Total Visitor Spending by Origin $25. 4 billion • Ontario residents accounted for the majority of Golf (77%) and total (55%) spending • U. S. visitors accounted for 7% of Golf spending compared to 14% of total spending • Visitors from Other Canada comprised 9% of Golf spending and 9% of total spending • Overseas visitors accounted for 7% of Golf spending and 22% of total spending Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 5

Ontario Golf Visitors by Region of Residence 13 3% 12 0%1% 11 1% Golf vs. Total 5% Total 2% 5% 10 Golf 8% 5% 5% 9 8 1% 3% 8% 9% 7 14% 6 16% 22% 5 4 7% 27% 10%11% 3 2 1% 3% 12% 13% 1 0% 5% 10% 15% 20% 25% 30% • 27% Golf visitors from Ontario are from Region 5 compared to 22% of total visits, 16% from Region 6 (14% total visits), and 13% from Region 1 (12% total visits) Note: Ontario origin Golf visitors represented 92% (1. 7 M) of visits and 77% ($389 M) of visitor spending Visits from Ontario Index Reg 1 116 Reg 2 31 Reg 3 91 Reg 4 68 Reg 5 122 Reg 6 120 Reg 7 103 Reg 8 31 Reg 9 98 Reg 10 187 Reg 11 23 Reg 12 5 Reg 13 57 Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 6

Other Canada Golf Visitors by Province of Residence BC Golf visits 15% (Total visits) (7%) AB 17% SK MB (7%) 5% 18% (2%) (10%) QC 38% NL/NB/NS/PE (66%) 6% (8%) • 38% of Other Canada Golf visitors came from Quebec with 17% from Montreal, (total visits Quebec 66%, Montreal 43%) Note: Other Canada Golf visitors represented 5% (84, 000) of visits and 9% ($47 M) of visitor spending Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 7

U. S. Golf Visitors by Region of Residence Golf visits (Total visits) Mountain 7% (2%) West North Central 13% (5%) Pacific, Alaska, Hawaii 10% (3%) East North Central 37% (39%) Mid Atlantic 11% (36%) New England 5% (4%) South Atlantic 17% (8%) South Central 0% (3%) • 37% of U. S. Golf visitors came from East North Central states (Michigan, Ohio, Illinois, Indiana, and Wisconsin) and 11% from Mid Atlantic states Note: U. S. Golf visitors represented 3% (53, 000) of visits and 7% ($36 M) of visitor spending Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 8

Overseas Golf Visitors by Country of Residence 13% UK 32% 5% Japan 17% 8% Mainland China France 8% 4% Germany 4% 3% India 0% Brazil 0% Mexico 0% South Korea 0% 0% 12% 6% 3% Total Golf 3% 3% 5% 10% 15% 20% 25% 30% 35% • Ontario’s 9 overseas target markets represent 68% of overseas Golf visitors versus 54% of total overseas visits Note: Overseas Golf visitors represented 1% (17, 000) of visits and 7% ($35 M) of visitor spending Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 9

Destination – Golf Visits by Region 25% Golf vs. Total 21% 20% % of Ontario 20% 14% 15% 11% 9% 10% 8% 9% 8%8% 8% 6% 5% 9% 7% 6% 4% 4% 7% 6% 5%6% 4% 4% 3% 0% 1 • 2 3 4 5 6 7 8 Region 9 10 11 12 Destination Index Reg 1 102 Reg 2 68 Reg 3 47 Reg 4 102 Reg 5 21 Reg 6 78 Reg 7 160 Reg 8 220 Reg 9 96 Reg 10 44 Reg 11 545 Reg 12 231 Reg 13 70 13 21% of Golf visits took place in Region 11 compared to 4% of total visits, 14% in Region 7 (9% total), and 11% in Region 1 (11% total) Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 10

Golf Visits by Length of Stay 80% Same-day Overnight 58. 7% 60% 63. 6% Golf vs. Total 41. 3% 36. 4% 40% 20% Length of Stay Index Same-day 65 Overnight 161 Avg # nights 129 0% Golf Total • The majority (59%) of Golf visits were overnight visits. For comparison, 36% of total visits in Ontario were overnight visits • The average number of nights spent on Golf visits was 4. 1, above Ontario’s average of 3. 2 nights Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 11

Golf $/Trip by Length of Stay Golf vs. Total $276 Golf $96 $403 $/Trip Index Total 154 Same-day 117 Overnight 116 $179 Total $83 $348 $0 $100 Total $200 $300 Same-day $400 $500 Overnight • Golf visitors spent an average of $276/trip ($179/trip for total trips) • On average, overnight visitors spent over four times as much per trip as same-day visitors Total trip spending, not just spending on Golf Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 12

Golf Spending by Category 100% 8. 4% 12. 5% 18. 7% 7. 6% Golf vs. Ontario 27. 2% 60% 32. 9% 16. 7% 40% Transportation 67 Accommodation 95 Food & Beverage 121 Rec. /Entertain. 245 Retail/Other 67 15. 9% 20% 35. 9% 24. 1% 0% Golf Transportation • • Accommodation Spending Index Total Food & Beverage Recreation/Entertainment Retail/Other The largest proportions of expenditures were spent on Food & Beverage (33% Golf, 27% total) and Transportation (24% Golf, 36% total) Golf visitors spent a larger proportion on recreation, 19%, than total visitors, 8% Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 13

Other Activities done by Golf Visitors Golf Visit Participation Activity Any Outdoor/Sports Activity 100% Index vs Total 582 Golfing 100% 7719 Visit a beach 24% 541 Boating 23% 566 Canoeing 18% 816 Hiking 16% 355 Fishing 15% 438 11% 392 10% 442 9% 748 Festivals/Fairs Wildlife/Bird watching Cycling • Golf Visit Participation Index vs Total 8% 280 7% 22 6% 194 Historic Sites 6% Restaurant or bar Golf Visit Participation Index vs Total Cultural Performances 3% 86 Theme Parks 3% 225 2% 160 176 Zoos/Aquarium s/Botanical Gardens 6% 87 Casinos 2% 90 Sightseeing 5% 78 Movies 2% 208 Sports Events 4% 106 2% 392 Shopping Museums/Art Galleries 4% 48 2% 980 4% 141 1% 24 Play a sport 4% 180 1% 113 1% 56 Activity National/Provincial Nature Parks Visit Friends or Relatives Camping Activity Hunting Indigenous Business Meeting/Confe rence/Seminar Skiing/Snowb oarding Medical/Dental appointment 24% of Golf visitors visited a beach, 23% went boating, 18% went canoeing, and 16% went hiking Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 14

Main Purpose of Golf Visit 100% 2. 4% 10. 3% 27. 4% 80% Golf vs. Total 8. 5% 60% 46. 0% 40% 68. 8% 20% Purpose Index Pleasure 195 VFR 60 Business 17 Other 23 VFR: Visiting Friends and / or Relatives 35. 2% 0% Golf Pleasure Total VFR Business Other • Most trips were pleasure trips (69% compared to 35% of total trips) • Other includes shopping, medical, religious, hobby/trade show, etc. Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 15

Golf Visits by Accommodation Type 80% 67. 4% 61. 2% Golf vs. Total 60% 40% 25. 9% 26. 1% Type Index Private 110 Commercial 101 Campground 98 20% 5. 2% 5. 3% 0% Golf Private • Total Commercial Campgrounds The majority (67%) of overnight Golf visits were spent at unpaid accommodations such as private homes and cottages, compared to 61% of total visits Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 16

Golf Visits by Time of Year 100% 5. 4% 23. 2% Golf vs. Total 80% 30. 8% 66. 9% 60% 40% 26. 2% 20% 25. 8% 1. 8% Golf 0% Jan-Mar • 19. 9% Quarter Index Jan-Mar 9 Apr-Jun 99 Jul-Sept 217 Oct-Dec 24 Total Apr-Jun Jul-Sep Oct-Dec The largest proportion of trips occur in the summer months with 67% of Golf trips taking place in Jul-Sep versus 31% of total trips Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 17

Golf Visits by Gender 80% Male 67. 6% 60% Female 53. 5% Golf vs. Total Gender Index Male 126 Female 70 46. 5% 40% 32. 4% 20% 0% Golf • Total Males made the majority (68%) of Golf visits. For comparison, 54% of total visits in Ontario were among male visitors Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 18

Golf Visits by Party Size 1 person 2 persons 3+ persons 100% 23. 7% 80% Golf vs. Total 41. 5% 60% 40% 37. 6% 38. 1% 20% 38. 7% 20. 3% 0% Golf Total Avg Party Size 3. 0 2. 3 With children 8% 12% • • Party Size Index 1 person 52 2 persons 101 3+ persons 176 Avg party size 128 With children 67 42% of Golf visits were among groups of 3 or more people compared to 24% of total visits 8% of Golf visits included children versus 12% of total visits Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 19

Domestic Golf Visitor’s Income Not Stated; 10% < $50 K; 12% $50 K$75 K; 5% Not Stated; 15% $75 K $100 K; 13% $100 K+; 60% $100 K+; 36% Golf Visits • < $50 K; 19% $50 K$75 K, 13% $75 K $100 K; 17% Golf vs. Total Income Index < $50 K 62 $50 K- $75 K 38 $75 K - $100 K 76 $100 K+ 166 Total Visits 60% of Canadian Golf visitors in Ontario had an household income greater than $100, 000 compared to 36% of total visitors Source: Statistics Canada’s Travel Survey of the Residents of Canada 2015; Ontario Ministry of Tourism, Culture and Sport 20

Domestic Golf Visitor’s Education < High School ; 5% < High School ; 7% High School, 14% University degree ; 51% Some postsecondar y ; 31% Some postsecondar y ; 40% Golf Visits • High School, 21% University degree ; 32% Golf vs. Ontario Education Index < High School 70 High School 65 Some postsecondary University degree 77 157 Total Visits 51% of Canadian Golf visitors in Ontario had a university degree compared with 32% of total visits Source: Statistics Canada’s Travel Survey of the Residents of Canada 2015; Ontario Ministry of Tourism, Culture and Sport 21

Golf Summary • In 2015, there were 1. 8 million Golf visits, accounting for 1. 3% of total visits to Ontario. Golf visitors spent $508 million, or 2. 0% of total visitor spending in Ontario. • Ontario residents accounted for 92% of visits and 77% of spending, residents of Other Canada accounted for 5% of visits and 9% of spending, U. S. visitors represented 3% of visits and 7% of expenditures, and overseas visitors accounted for 1% of visits and 7% of spending • 27% Golf visitors from Ontario are from Region 5 compared to 22% of total visits, 16% from Region 6 (14% total visits), and 13% from Region 1 (12% total visits) • 21% of Golf visits took place in Region 11 compared to 4% of total visits, 14% in Region 7 (9% total), and 11% in Region 1 (11% total) 22

Golf Summary • The majority (59%) of Golf visits were overnight visits. For comparison, 36% of total visits in Ontario were overnight visits. The average number of nights spent on Golf visits was 4, 1, above Ontario’s average of 3. 2 nights • Golf visitors spent an average of $276/trip ($179/trip for total trips). On average, overnight visitors spent over four times as much per trip as same-day visitors • The largest proportions of expenditures were spent on Food & Beverage (33% Golf, 27% total) and Transportation (24% Golf, 36% total). Golf visitors spent a larger proportion on recreation, 19%, than total visitors, 8% • 24% of Golf visitors visited a beach, 23% went boating, 18% went canoeing, and 16% went hiking • Most trips were pleasure trips (69% compared to 35% of total trips) 23

Golf Summary • The majority (67%) of overnight Golf visits were spent at unpaid accommodations such as private homes and cottages, compared to 61% of total visits • The largest proportion of trips occur in the summer months with 67% of Golf trips taking place in Jul-Sep versus 31% of total trips • 42% of Golf visits were among groups of 3 or more people compared to 24% of total visits. 8% of Golf visits included children versus 12% of total visits • 60% of Canadian Golf visitors in Ontario had an household income greater than $100, 000 compared to 36% of total visitors • 51% of Canadian Golf visitors in Ontario had a university degree compared with 32% of total visits 24