Tourism Statistics Parry Sound District Tourism Research Unit

  • Slides: 25
Download presentation
Tourism Statistics Parry Sound District Tourism Research Unit Spring 2013 1

Tourism Statistics Parry Sound District Tourism Research Unit Spring 2013 1

Ontario Tourism 2

Ontario Tourism 2

Ontario Tourism Indicators Jan-Sep 2012* • Visits increased by 1. 9% to 81. 9

Ontario Tourism Indicators Jan-Sep 2012* • Visits increased by 1. 9% to 81. 9 million • Visitor spending increased by 2. 1% to $14. 2 billion • Tourism receipts increased by 3. 1% to $18. 7 billion • Total employment** generated by tourism receipts in Ontario increased by 1. 9% to 330, 313 jobs • Provincial taxes** generated by tourism receipts increased by 2. 8% to $4. 4 billion • GDP** generated by tourism receipts throughout the Ontario economy increased by 3. 3% to $22. 3 billion *Tourism indicators developed by MTCS based on preliminary Statistics Canada data **annualized 3

Visits and Spending by Regional Tourism Organization (RTO) Source: Statistics Canada, Travel Survey of

Visits and Spending by Regional Tourism Organization (RTO) Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport 4

Visits and Spending • Ontario residents account for the majority of visits and spending

Visits and Spending • Ontario 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, Ontario Ministry of Tourism, Culture and Sport 5

Ontario Summary • In 2010, there were 103. 7 million visits in Ontario and

Ontario Summary • In 2010, there were 103. 7 million visits in Ontario and visitors spent $17. 1 billion • Ontario 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 Ontario 6

Ontario Summary • The largest proportions of expenditures were spent on Transportation (32%) and

Ontario Summary • 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 • Ontario’s 9 target overseas markets (U. K. , Japan, Germany, France, Mexico, India, China, South Korea and Brazil) represented 52% of overseas visitors to Ontario. The U. K. was the leading overseas source market at 16% of overseas visits • 59% of visits were same-day visits driven by Ontario 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%) 7

Parry Sound District Tourism 8

Parry Sound District Tourism 8

Economic Impact of Tourism in PSD 2010 • Visitor Spending totalled $166 million •

Economic Impact of Tourism in PSD 2010 • Visitor Spending totalled $166 million • Total GDP (direct, indirect and induced) generated by visitor spending amounted to $87 million, 6. 7% of PSD's GDP • The total tourism employment impact (direct, indirect and induced) of visitor spending was 1, 552 jobs, accounting for 10. 1% of PSD’s total employment • Total tax revenues (direct, indirect and induced) from tourism for all levels of government amounted to $50 million. $23 million were federal tax revenues, $20 million were provincial and $7 million were municipal 9

Total Visits and Spending Region Visits (millions) Visitor Spending ($ billions) Ontario 103. 7

Total Visits and Spending Region Visits (millions) Visitor Spending ($ billions) Ontario 103. 7 17. 1 RTO 12 3. 8 0. 5 3. 7% 3. 0% 1. 4 0. 16 PSD proportion of RTO 12 36. 0% 32. 3% PSD proportion of Ontario 1. 3% 1. 0% RTO 12 proportion of Total Ontario Parry Sound District • • In 2010, there were 1. 4 million visits to PSD, representing 1. 3% of total visits to Ontario Visitors to PSD spent $166 million, accounting for 1% of total visitor spending in Ontario Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport 10

Visits and Spending Visit Index Spending Index Ontario 113 143 U. S. 33 67

Visits and Spending Visit Index Spending Index Ontario 113 143 U. S. 33 67 Other Canada 35 33 Overseas 67 18 PSD vs. Ontario • Ontario residents accounted for the majority of visits and spending • U. S. visitors accounted for 4% of visits and 12% of expenditures. This compares to 11% of visits and 18% of spending in Ontario • Visitors from Other Canada comprised 2% of visits and 3% of spending • Overseas visitors accounted for 1% of visits and 3% of spending Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport 11

Visits by Length of Stay Average # of nights 3. 2 3. 0 6.

Visits by Length of Stay Average # of nights 3. 2 3. 0 6. 1 PSD vs. Ontario Length of Stay Index Same-day 33 Overnight 188 Avg # nights 102 7. 4 • The majority (78%) of visits to PSD were overnight visits. For comparison, 59% of visits in Ontario were same-day visits • The average number of nights spent in PSD was slightly higher than Ontario’s average of 3. 1 nights Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport 12

$/Trip by Length of Stay PSD vs. Ontario $/Trip Index Total 73 Ontario 92

$/Trip by Length of Stay PSD vs. Ontario $/Trip Index Total 73 Ontario 92 U. S. 146 Overseas 19 • Visitors spent an average of $120/trip in PSD ($165/trip for Ontario) • On average, overnight visitors spent four times as much person as same-day visitors • U. S. visitors spent the most person, on average, at $403/trip Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport 13

Spending by Category $166 M $136 M $20 M $4 M PSD vs. Ontario

Spending by Category $166 M $136 M $20 M $4 M PSD vs. Ontario • Spending Index Transportation 83 Accommodation 101 Food & Beverage 145 Rec. /Entertain. 79 Retail/Other 67 The largest proportion of expenditures were spent on food & beverage with 60% at stores and 40% at restaurants Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport 14

Main Purpose of Visit 1. 4 M 1. 3 M 49 K 18 K

Main Purpose of Visit 1. 4 M 1. 3 M 49 K 18 K PSD vs. Ontario Purpose Index VFR 51 Pleasure 177 Business 10 Other 37 VFR: Visiting Friends and/or Relatives • Most trips are for pleasure • Overseas visitors are more likely to visit family or friends Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport 15

Total Visits by Activity Visits % of Visits Activity Index PSD vs Ontario 881,

Total Visits by Activity Visits % of Visits Activity Index PSD vs Ontario 881, 242 63. 9% 320 Boating 533, 910 38. 7% 641 Fishing 489, 822 35. 5% 872 National/Provincial Nature Parks 108, 191 7. 8% 155 Historic Sites 69, 423 5. 0% 119 Downhill Skiing/Snowboarding 56, 235 4. 1% 398 Golfing 53, 742 3. 9% 202 Activity Any Outdoor/Sports Activity • • PSD visitors mainly participate in outdoor activities In general, visitors to PSD demonstrated a higher rate of participation in activities compared to visitors to other regions Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport 16

Visits by Accommodation PSD vs. Ontario • • Type Index Unpaid 107 Paid Roofed

Visits by Accommodation PSD vs. Ontario • • Type Index Unpaid 107 Paid Roofed 72 Campground 179 Other 66 The majority of overnight visits to PSD were spent at unpaid accommodations such as private homes and cottages U. S. and overseas visitors stayed at hotels in higher proportions than visitors from other markets Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport 17

Park Statistics Park # Developed Campsites Visitors Day Use Bus Permits Camper. Nights Campers

Park Statistics Park # Developed Campsites Visitors Day Use Bus Permits Camper. Nights Campers July/Aug % Occupancy Killbear 881 348, 023 14, 836 14 329, 918 48, 517 86% Grundy Lake 485 401 104, 594 1, 529 0 100, 646 21, 880 69% Restoule 275 60, 355 5, 076 0 52, 267 9, 503 48% 33, 425 1, 506 0 31, 919 8, 627 69% The Massassauga • Interior Camper. Nights 20, 489 Oastler 148 Mikisew 258 35, 868 1, 207 0 33, 238 8, 310 45% Sturgeon Bay 80 15, 827 207 0 15, 620 4, 881 63% Total 2, 127 20, 890 598, 092 24, 361 14 563, 608 101, 718 % of Ontario 11% 5% 6% 1% 1% 12% 8% PSD is home to 11% of Ontario Park’s campsites Source: Ontario Parks 2010 18

Tourism Related Establishments Type of Establishment • • # 2010* % of Ontario Accommodations

Tourism Related Establishments Type of Establishment • • # 2010* % of Ontario Accommodations 103 2. 2% Arts, Entertainment, Recreation 59 0. 6% Food & Beverage 89 0. 3% Transportation 23 0. 2% Travel Services 4 0. 1% Retail 219 0. 4% Other Services 93 0. 3% Total 590 0. 4% PSD accounts for 0. 4% of Ontario’s tourism related establishments Note: PSD represents 1. 3% (1. 4 M) of total visits and 1. 0% ($166 M) of visitor spending *Represents the actual number of establishments in that category Source: Statistics Canada, Business Register 2010 19

Visits by Time of Year 1. 4 M • • • 1. 3 M

Visits by Time of Year 1. 4 M • • • 1. 3 M 49 K 18 K PSD vs. Ontario Quarter Index Jan-Mar 54 Apr-Jun 91 Jul-Sept 160 Oct-Dec 66 The largest proportion of trips occur in the summer months, especially among international visitors 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 Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport 20

Visits by Census Division Origin Visits % of Visits Simcoe County 280, 401 20.

Visits by Census Division Origin Visits % of Visits Simcoe County 280, 401 20. 3% Toronto Metropolitan Municipality 203, 675 14. 8% Peel Regional Municipality 185, 984 13. 5% Muskoka District Municipality 82, 340 Halton Regional Municipality Origin % of Visits % of $ 6. 0% Ontario 94% 82% 55, 410 4. 0% U. S. 4% 12% Niagara Regional Municipality 53, 610 3. 9% Overseas 1% 3% York Regional Municipality 52, 960 3. 8% Waterloo Regional Municipality 52, 560 3. 8% Hamilton-Wentworth Regional Municipality 50, 277 3. 6% Durham Regional Municipality 47, 237 3. 4% • 20% of visits to PSD originate from Simcoe County, 15% from Toronto Metropolitan Municipality, and 14% from Peel Region. Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport 21

Employment – 1, 552 Jobs Other Employment Industries % Other Transportation and Warehousing 3.

Employment – 1, 552 Jobs Other Employment Industries % Other Transportation and Warehousing 3. 1% Wholesale Trade 2. 3% Manufacturing 2. 1% Construction 1. 8% Other Finance, Insurance, Real Estate and Renting and Leasing Professional, Scientific and Technical Services Other Services (Except Public Administration) Other Administrative and Other Support Services 1. 7% 1. 6% 1. 4% Crop and Animal Production 1. 4% Non-Profit Institutions Serving Households 1. 1% Government Sector 0. 9% • In 2010, tourism supported 1, 552 jobs in PDS • 28% of jobs were in Accommodation Services, 23% in Food & Beverage, 19% in Retail and 9% in Arts, Entertainment and Recreation • 21% were in non-standard tourism industries Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport 22

PSD Summary • In 2010, there were 1. 4 million visits to PSD, accounting

PSD Summary • In 2010, there were 1. 4 million visits to PSD, accounting for 1. 3% of total visits to Ontario. Visitors to PSD spent $166 million, or 1. 0% of total visitor spending in Ontario • Ontario residents accounted for the majority of visits and spending, residents of Other Canada accounted for 2% of visits and 3% of spending, U. S. visitors represented 4% of visits and 12% of expenditures, and Overseas visitors accounted for 1% of visits and 3% of spending • Visitors spent an average of $120/trip. On average, overnight visitors spent four times as much person as same-day visitors. U. S. visitors spent the most person, on average, at $403/trip • The largest proportion of expenditures was spent on Food & Beverage 23

PSD Summary • 20% of visits to PSD originate from Simcoe County, 15% from

PSD Summary • 20% of visits to PSD originate from Simcoe County, 15% from Toronto Metropolitan Municipality, and 14% from Peel Region • The majority of visits were overnight by visitors of all origins • Most trips were for pleasure • The majority of overnight visitors stayed in unpaid accommodations. U. S. and overseas visitors are more likely to stay in paid accommodations than Ontario visitors • In 2010, tourism supported 1, 552 jobs in PDS. 28% of jobs were in Accommodation Services, 23% in Food & Beverage, 19% in Retail 9% in Arts, Entertainment and Recreation, and 21% were in nonstandard tourism industries 24

We Know. Just Ask. tourism. research@ontario. ca (416) 325 -8287 25

We Know. Just Ask. tourism. research@ontario. ca (416) 325 -8287 25