Transcript Ontario’s Tourism Regions

Tourism Statistics
Parry Sound District
Tourism Research Unit
Spring 2013
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Ontario Tourism
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Ontario Tourism Indicators Jan-Sep 2012*
•
Visits increased by 1.9% to 81.9 million
•
Visitor spending increased by 2.1% to $14.2billion
•
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 $22.3 billion
*Tourism indicators developed by MTCS based on preliminary Statistics Canada data **annualized
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Visits and Spending by Regional Tourism
Organization (RTO)
20
18.8
15
13.6
Visits (Millions)
2010
Ontario
RTO 1
RTO 2
RTO 3
RTO 4
RTO 5
RTO 6
RTO 7
RTO 8
RTO 9
RTO 10
RTO 11
RTO 12
RTO 13
Visits
(millions)
103.7
13.1%
9.7%
7.1%
8.5%
18.2%
7.3%
9.2%
4.5%
6.2%
6.7%
4.0%
3.7%
6.1%
Visitor
Spending
($ billions)
17.1
7.5%
9.1%
3.2%
4.8%
30.0%
3.5%
6.8%
2.7%
4.4%
7.7%
2.4%
3.0%
7.3%
10.1
9.5
10
8.8
7.6
7.4
6.5
6.9
4.6
5
6.3
4.2
3.8
3.6
1.8
1.0
0
1
2
3
4
5
6
7
8
9
10
11
12
13
13a
RTO
Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport
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13b
13c
Visits and Spending
Overseas
14.9%
Overseas
1.9%
Other
Canada
4.5%
Other
Canada
9.8%
U.S.
10.7%
U.S.
17.9%
Ontario
82.8%
Visits by Origin
Ontario
57.4%
Visitor Spending by Origin
103.7 million
$17.1 billion
•
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
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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
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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%)
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Parry Sound District Tourism
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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 $7 million were
municipal
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Total Visits and Spending
Region
Visits
(millions)
Visitor Spending
($ 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 $166 million, accounting for 1% of total visitor spending in Ontario
Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport
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Visits and Spending
Visit
Index
Spending
Index
Ontario
113
143
U.S.
33
67
Other Canada
35
33
Overseas
67
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PSD vs. Ontario
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Ontario residents accounted for the majority of visits and spending
•
U.S. visitors accounted for 4% of visits and 12% of expenditures. This compares to 11%
of visits and 18% of spending in Ontario
•
Visitors from Other Canada comprised 2% of visits and 3% of spending
•
Overseas visitors accounted for 1% of visits and 3% of spending
Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport
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Visits by Length of Stay
PSD vs.
Ontario
Average # of nights
3.2
3.0
6.1
Length of
Stay Index
Same-day
33
Overnight
188
Avg # nights
102
7.4
•
The majority (78%) of visits to PSD were overnight visits. For comparison, 59% of visits in
Ontario were same-day visits
•
The average number of nights spent in PSD was slightly higher than Ontario’s average of
3.1 nights
Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport
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$/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 per person as same-day visitors
•
U.S. visitors spent the most per 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
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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
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Main Purpose of Visit
100%
1.4 M
1.3M
2.8%
2.8%
0.6%
49 K
0.6%
90%
5.1%
0.9%
18 K
1.6%
2.6%
PSD vs. Ontario
Purpose
Index
80%
VFR
51
Pleasure
177
50%
Business
10
40%
Other
37
70%
60%
63.3%
73.7%
74.5%
75.1%
30%
20%
10%
32.5%
22.9%
22.1%
18.9%
Total
Ontario
U.S.
VFR: Visiting Friends and/or
Relatives
0%
VFR
Pleasure
Business
Overseas
Other Personal
•
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
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Total Visits by Activity
Activity
•
•
Visits
% of Visits
Activity Index
PSD vs Ontario
Any Outdoor/Sports Activity
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
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
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Visits by Accommodation
80%
74%
70%
70%
62%
60%
51%
50%
PSD vs.
Ontario
Type Index
Unpaid
107
Paid Roofed
72
Campground
179
Other
66
37%
40%
33%
30%
20%
14%
12%
9%
13%
3%
10%
11%
3%
3%
2%
1%
0%
Total
Ontario
Unpaid
•
•
Paid
U.S.
Campgrounds
Overseas
Other
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
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Park Statistics
Park
# Developed
Campsites
Killbear
881
Grundy Lake
485
Restoule
275
The Massassauga
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Interior CamperNights
401
Visitors
Day
Use
Bus
Permits
CamperNights
Campers
July/Aug %
Occupancy
348,023
14,836
14
329,918
48,517
86%
104,594
1,529
0
100,646
21,880
69%
60,355
5,076
0
52,267
9,503
48%
20,489
Oastler
148
33,425
1,506
0
31,919
8,627
69%
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
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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
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Visits by Time of Year
1.4 M
•
•
•
1.3M
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
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Visits by Census Division Origin
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
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Employment – 1,552 Jobs
Other Employment Industries
Other, 21%
Accommodation
Services, 28%
Arts,
Entertainment
and Recreation,
9%
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
Food &
Beverage
Services, 23%
Retail Trade,
19%
%
1.7%
1.6%
1.4%
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
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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 per person as same-day visitors. U.S.
visitors spent the most per person, on average, at $403/trip
• The largest proportion of expenditures was spent on Food & Beverage
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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
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