Ontario Indigenous Tourism Statistics 2015 Fall 2017 This

Ontario Indigenous Tourism Statistics 2015 Fall 2017

This report summarizes key characteristics of visitors and visitor spending of trips in Ontario which included attending an Indigenous event (pow wow, performance, other) 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 Indigenous and total trip statistics. Since total trips equals 100, an index of 105 indicates Indigenous is 5% higher than total, similarly an index of 90 signifies Indigenous is 10% lower than total. Index Interpretation less than 80 80 -120 greater than 120 Indigenous trips underdeveloped versus total trips Indigenous trips similar to total trips Indigenous trips overdeveloped versus total trips

Visits and Spending Region Ontario Total Ontario Indigenous proportion of Ontario Total • • Visits (millions) Visitor Spending ($ billions) 141. 9 25. 4 0. 2 0. 1 0. 2% 0. 3% In 2015, there were 249, 000 Indigenous visits in Ontario, representing 0. 2% of total visits in Ontario Indigenous visitors spent $69 million, accounting for 0. 3% 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

Indigenous and Total Visits by Origin Other Can; 6. 3% Overseas ; 1. 8% Other Can; 4. 6% Oversea s; 6. 7% Indigenous vs. Total U. S. , 8. 0% U. S. , 7. 3% Ont; 79. 7% Indigenous Visits by Origin 249, 000 Visit Index Ontario 93 U. S. 91 Other Canada 136 Overseas 373 Ont; 85. 5% Total Visits by Origin 142 million • Ontario residents accounted for the majority of Indigenous (80%) and total (86%) visits • U. S. visitors accounted for 7% of Indigenous visits compared to 8% of total visits • Visitors from Other Canada comprised 6% of Indigenous visits and 5% of total visits • Overseas visitors accounted for 7% of Indigenous 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

Indigenous and Total Spending by Origin Overseas; 23. 9% Other Can; 10. 0% Indigenous vs. Total Overseas ; 21. 7% Ont; 38. 1% Other Can; 9. 1% U. S. , 28. 0% Indigenous Visitor Spending by Origin $69 million Ont; 54. 9% U. S. , 14. 3% Spending Index Ontario 69 U. S. 196 Other Canada 110 Overseas 110 Total Visitor Spending by Origin $25. 4 billion • Ontario residents accounted for 38% of Indigenous and 55% of total spending • U. S. visitors accounted for 28% of Indigenous spending compared to 14% of total spending • Visitors from Other Canada comprised 10% of Indigenous spending and 9% of total spending • Overseas visitors accounted for 24% of Indigenous 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 Indigenous Visitors by Region of Residence 13 11 1% 0% 1%2% 10 0% Region of Residence 12 9 8 Total Indigenous Visits from Ontario Index Reg 1 45 5% Reg 2 0 2% 5% 0% 3% Reg 3 71 Reg 4 56 Reg 5 27 Reg 6 9 Reg 7 764 Reg 8 0 Reg 9 43 Reg 10 0 Reg 11 38 Reg 12 0 Reg 13 159 8% 7 6 64% 1% 5 6% 4 6% 22% 10% 8% 11% 3 2 Indigen ous vs. Total 5% 8% 0% 3% 1 12% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% • 64% Indigenous visitors from Ontario are from Region 7 compared to 8% of total visits, 8% from Region 13 (5% total visits), and 8% from Region 3 (11% total visits) Note: Ontario origin Indigenous visitors represented 80% (198, 000) of visits and 38% ($26 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 6

Other Canada Indigenous Visitors by Province of Residence BC Indigenous visits (Total visits) 0% (7%) AB 0% SK MB (7%) 11% 7% (2%) (10%) QC 54% NL/NS/NB/PE (66%) 28% (8%) • 54% of Other Canada Indigenous visitors came from Quebec, compared to 66% of total visits Note: Other Canada Indigenous visitors represented 6% (16, 000) of visits and 10% ($7 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. Indigenous Visitors by Region of Residence Indigenous visits (Total visits) Mountain 0% (2%) West North Central 7% (5%) Pacific, Alaska, Hawaii 15% (3%) East North Central 38% (39%) Mid Atlantic 9% (36%) New England 0% (4%) South Atlantic 31% (8%) South Central 0% (3%) • 38% of U. S. Indigenous visitors came from East North Central states (Michigan, Ohio, Illinois, Indiana, and Wisconsin) Note: U. S. Indigenous visitors represented 7% (18, 000) of visits and 28% ($19 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 Indigenous Visitors by Country of Residence 8% France 13% UK 28% 3% 4% South Korea Mainland China 35% 8% 0% Germany 0% India 0% Japan 0% Brazil 0% Mexico 0% 0% Total Indigenous 4% 6% 5% 3% 3% 5% 10% 15% 20% 25% 30% 35% 40% • Ontario’s 9 overseas target markets represent 68% of overseas Indigenous visitors versus 54% of total overseas visits Note: Overseas Indigenous visitors represented 7% (17, 000) of visits and 24% ($17 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 – Indigenous Visits by Region 60% Indigenous Indigen ous vs. Total 51% 50% % of Ontario 40% 30% 20% 11% 10% 8% 13% 12% 9% 7% 8% 8% 8% 9% 4% 0% 0% 3 4 2% 1% 6 7 8 Region 5%6% 8% 7% 6% 4% 4%3% 1% 0% 1 • 2 5 9 10 11 12 13 Destination Index Reg 1 74 Reg 2 76 Reg 3 0 Reg 4 4 Reg 5 60 Reg 6 24 Reg 7 574 Reg 8 30 Reg 9 87 Reg 10 124 Reg 11 29 Reg 12 116 Reg 13 207 51% of Indigenous visits took place in Region 7 compared to 9% of total visits, 13% in Region 13 (6% total), and 12% in Region 5 (20% 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

Indigenous Visits by Length of Stay 120% Same-day Overnight 96. 1% 100% Indigenous vs. Total 80% 63. 6% 60% 36. 4% 40% 20% Length of Stay Index Same-day 6 Overnight 264 Avg # nights 91 3. 9% 0% Indigenous Total • The majority (95%) of Indigenous visits were overnight visits. For comparison, 36% of total visits in Ontario were overnight visits • The average number of nights spent on Indigenous visits was 2. 9, below 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

Indigenous $/Trip by Length of Stay $279 Indigenous $38 Indigenous vs. Total $289 $179 Total $83 $/Trip Index Total 156 Same-day 46 Overnight 83 $348 $0 $100 Total • $200 Same-day $300 $400 Overnight Indigenous visitors spent an average of $279/trip ($179/trip for total trips) Total trip spending, not just spending on Indigenous Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 12

Indigenous Spending by Category 100% 8. 4% 12. 5% 10. 8% 24. 6% 80% 7. 6% Indigenous vs. Ontario Spending Index 27. 2% Transportation 88 Accommodation 147 Food & Beverage 91 Rec. /Entertain. 141 Retail/Other 67 60% 40% 24. 5% 16. 7% 31. 7% 35. 9% 0% Indigenous Transportation • • Accommodation Total Food & Beverage Recreation/Entertainment Retail/Other The largest proportions of expenditures were spent on Transportation (32% Indigenous, 36% total), and Food & Beverage (25% Indigenous, 27% total) Indigenous visitors spent a larger proportion on accommodations, 24%, than total visitors, 17% 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 Indigenous Visitors Activity Indigenous Visit Friends or Relatives Any Outdoor/Sports Activity National/Provincial Nature Parks Indigenous Visit Participation Index vs Total 100% 57051 66% 198 36% 207 24% 861 22% 546 Museums/Art Galleries 20% 717 Historic Sites 20% 602 Festivals/Fairs 19% 701 Visit a beach 19% 426 Boating Shopping • 19% 207 Indigenous Visit Participation Index vs Total Sightseeing 18% 298 Restaurant or bar 17% 271 Sports Events 16% 393 15% 679 15% 377 Canoeing 14% 618 Golfing 13% 980 Camping Zoos/Aquariums/Bo tanical Gardens 12% 380 11% 716 Theme Parks 10% 878 Activity Wildlife/Bird watching Cultural Performances Indigenous Visit Participation Index vs Total Fishing 10% 298 Casinos 10% 380 Hiking 10% 216 Cycling 8% 705 Play a sport 8% 387 7% 499 7% 153 6% 1295 ATV 6% 2214 Snowmobiling Skiing/Snowb oarding 5% 1948 5% 726 Activity Medical/Dental appointment Business Meeting/Confer ence/Seminar Hunting Indigenous visitors participate in a variety of activities with 24% going to a park, 31% boating, and 20% visiting a museum/art gallery 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 Indigenous Visit 100% 4. 2% 4. 0% 10. 3% Indigenous vs. Total 8. 5% 80% 60% 46. 0% 68. 6% 40% 20% Purpose Index Pleasure 66 VFR 149 Business 46 Other 41 VFR: Visiting Friends and / or Relatives 35. 2% 23. 3% 0% Indigenous Pleasure Total VFR Business Other • Most trips were VFR trips (67% compared to 46% 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

Indigenous Visits by Accommodation Type 80% 67. 0% 61. 2% Indigenous vs. Total 60% 40% 25. 9% 24. 1% Type Index Private 109 Commercial 93 Campground 168 20% 8. 9% 5. 3% 0% Indigenous Private • • Total Commercial Campgrounds 24% of overnight Indigenous visits were spent at commercial accommodations compared to 26% of total visits 9% of overnight Indigenous visits were spent in camping/RV facilities versus 5% 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

Indigenous Visits by Time of Year 100% 14. 9% 23. 2% Indigenous vs. Total 80% 23. 4% 30. 8% 60% 40% 26. 2% 60. 7% 20% 19. 9% 1. 1% Indigenous 0% Jan-Mar • Apr-Jun Quarter Index Jan-Mar 5 Apr-Jun 232 Jul-Sept 76 Oct-Dec 64 Total Jul-Sep Oct-Dec The largest proportions of trips occurred in Apr-Jun (61% Indigenous vs 26% total) and Jul-Sep (23% Indigenous vs 31% total) Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 17

Indigenous Visits by Gender 75. 7% 80% 60% Male Female Indigenous vs. Total 53. 5% 46. 5% 40% Gender Index Male 45 Female 163 24. 3% 20% 0% Indigenous • Total Females made the majority (76%) of Indigenous visits. For comparison, 46% of total visits in Ontario were among female 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

Indigenous Visits by Party Size 1 person 100% 2 persons 3+ persons 11. 4% 23. 7% 80% 60% 37. 6% 80. 4% 40% 20% 0% 38. 7% 8. 2% Indigenous Total Avg Party Size 2. 2 2. 3 With children 5% 12% • • Indigenous vs. Total Party Size Index 1 person 21 2 persons 214 3+ persons 48 Avg party size 95 With children 43 80% of Indigenous visits were among groups of 2 people compared to 38% of total visits 5% of Indigenous visits included children less than total visits, 12% 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 Indigenous Visitor’s Income < $50 K; 5% $50 K- $75 K; $100 K; 4% 4% Not Stated < $50 K 19% 16% Not Stated; 62% $100 K+; 25% $100 K+ $50 K$75 K 35% 13% 7$75 K $100 K Indigenous vs. Total Income Index < $50 K 27 $50 K- $75 K 29 $75 K - $100 K 23 $100 K+ 70 17% Indigenous Visits • • Total Visits 25% of Canadian Indigenous visitors in Ontario had a household income greater than $100, 000 compared to 35% of total visitors 62% of Canadian Indigenous visitors in Ontario had a household income not stated Source: Statistics Canada’s Travel Survey of the Residents of Canada 2015; Ontario Ministry of Tourism, Culture and Sport 20

Domestic Indigenous Visitor’s Education < High School ; 3% < High School ; 7% University degree ; 23% High School, 65% Some postsecondar y ; 10% Some postsecondar y ; 40% Indigenous Visits • High School, 21% University degree ; 32% Indigenous vs. Ontario < High School Education Index 38 High School 310 Some postsecondary University degree 24 71 Total Visits 23% of Canadian Indigenous 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

Indigenous Summary • In 2015, there were 249, 000 Indigenous visits in Ontario, representing 0. 2% of total visits in Ontario. Indigenous visitors spent $69 million, or 0. 3% of total visitor spending in Ontario. • Ontario residents accounted for 80% of visits and 38% of spending, residents of Other Canada accounted for 6% of visits and 10% of spending, U. S. visitors represented 7% of visits and 28% of expenditures, and overseas visitors accounted for 7% of visits and 24% of spending • 64% Indigenous visitors from Ontario are from Region 7 compared to 8% of total visits, 8% from Region 13 (5% total visits), and 8% from Region 3 (11% total visits) • 51% of Indigenous visits took place in Region 7 compared to 9% of total visits, 13% in Region 13 (6% total), and 12% in Region 5 (20% total) 22

Indigenous Summary • The majority (95%) of Indigenous visits were overnight visits. For comparison, 36% of total visits in Ontario were overnight visits. The average number of nights spent on Indigenous visits was 2. 9, below Ontario’s average of 3. 2 nights • Indigenous visitors spent an average of $279/trip ($179/trip for total trips) • The largest proportions of expenditures were spent on Transportation (32% Indigenous, 36% total), and Food & Beverage (25% Indigenous, 27% total). Indigenous visitors spent a larger proportion on accommodations, 24%, than total visitors, 17% • Indigenous visitors participate in a variety of activities with 24% going to a park, 31% boating, and 20% visiting a museum/art gallery • Most trips were VFR trips (67% compared to 46% of total trips) 23

Indigenous Summary • 24% of overnight Indigenous visits were spent at commercial accommodations compared to 26% of total visits. 9% of overnight Indigenous visits were spent in camping/RV facilities versus 5% of total visits • The largest proportions of trips occurred in Apr-Jun (61% Indigenous vs 26% total) and Jul-Sep (23% Indigenous vs 31% total) • 80% of Indigenous visits were among groups of 2 people compared to 38% of total visits. 5% of Indigenous visits included children less than total visits, 12% • 25% of Canadian Indigenous visitors in Ontario had a household income greater than $100, 000 compared to 35% of total visitors. 62% of Canadian Indigenous visitors in Ontario had a household income not stated • 23% of Canadian Indigenous visitors in Ontario had a university degree compared with 32% of total visits 24