Ontario's Tourism Regions

Ontario's Tourism Regions

Ontario Cultural Tourism Statistics 2014 Tourism Research Unit Winter 2017 This report summarizes key characteristics of visitors and visitor spending of trips in Ontario which included attending one or more of the following: Cultural Performance Museum or Art Gallery Festival or Fair Historic Site Indigenous event (pow wow, performance, other) Data was sourced from Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey, 2014 Some slides include an index table which simplifies the comparison of Cultural and total trip statistics. Since total trips equals 100, an index of 105 indicates Cultural is 5% higher than total, similarly an index of 90 signifies Cultural is 10% lower than total. Index Interpretation less than 80 Cultural trips underdeveloped versus total trips 80-100 Cultural trips similar to total trips greater than 120 Cultural trips overdeveloped versus total trips 2 Visits and Spending Visits (millions) Visitor Spending ($ billions) Ontario Total 139.5 23.9 Ontario Cultural 12.3 6.5 Ontario Cultural proportion of Ontario Total

8.8% 27.0% Region In 2014, there were 12.3 million Cultural visits in Ontario, representing 8.8% of total visits in Ontario Cultural visitors spent $6.5 billion, accounting for 27.0% of total visitor spending in Ontario Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 3 Cultural and Total Visits by Origin Cultural vs. Total Overseas; 12.15% Other Can; 6.86% U.S.; 24.11% Ont; 56.88% Cultural Visits by Origin 12.3 million Visit Index Ontario 66 U.S. 323 Other Canada 158 Overseas 716

Total Visits by Origin 139.5 million Ontario residents accounted for the majority of Cultural (57%) and total (86%) visits U.S. visitors accounted for 24% of Cultural visits compared to 8% of total visits Visitors from Other Canada comprised 7% of Cultural visits and 4% of total visits Overseas visitors accounted for 12% of Cultural visits and 2% of total visits Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 4 Cultural and Total Spending by Origin Cultural vs. Total Ont; 26.51% Overseas; 45.07% U.S.; 20.58% Other Can; 7.84% Cultural Visitor Spending by Origin $6.5 billion Spending Index Ontario 46 U.S. 152 Other Canada 91 Overseas 218 Total Visitor Spending by Origin $23.9 billion Ontario residents accounted for 26% of Cultural and 57% of total spending U.S. visitors accounted for 21% of Cultural spending compared to 14% of total spending Visitors from Other Canada comprised 8% of Cultural spending and 9% of total spending

Overseas visitors accounted for 45% of Cultural spending and 21% of total spending Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 5 Ontario Cultural Visitors by Region of Residence 13 Region of Residence 12 11 1% 0% 8 Cultural 2% 3% 5% 10 9 Cultural vs. Total 5% 4% Total 6% 4% 5% 3% 4% 9% 8% 7 13% 13% 6 5 19%

9% 10% 11% 4 3 2 14% 3% 3% 12% 13% 1 0% 22% 5% 10% 15% 20% 25% 19% Cultural visitors from Ontario are from Region 5 compared to 22% of total visits, 14% from Region 3 (11% total visits), and 13% from Region 1 (12% total visits) Visits from Ontario Index Reg 1 109 Reg 2 96 Reg 3 130 Reg 4 90

Reg 5 88 Reg 6 101 Reg 7 96 Reg 8 144 Reg 9 75 Reg 10 135 Reg 11 57 Reg 12 50 Reg 13 91 Note: Ontario origin Cultural visitors represented 57% (7 million) of visits and 27% ($1.7 B) of visitor spending Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 6 Other Canada Cultural Visitors by Province of Residence BC Cultural visits 8% (Total visits)

(7%) AB 9% SK MB (6%) 4% 8% (2%) (10%) QC 59% (67%) NL/NB/NS/PE 12% (8%) 59% of Other Canada Cultural visitors came from Quebec, compared to 67% of total visits Note: Other Canada Cultural visitors represented 7% (841,000) of visits and 8% ($507 M) of visitor spending Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 7 U.S. Cultural Visitors by Region of Residence Cultural visits (Total visits) Mountain 1% (2%) West North Central 4% (5%) Pacific, Alaska, Hawaii 5% (3%) East North

Central 31% (38%) Mid Atlantic 37% (36%) New England 5% (4%) South Atlantic 12% (8%) South Central 4% (4%) 37% of U.S. Cultural visitors came from Mid Atlantic states (New York, New Jersey, Pennsylvania) and 31% from East North Central states (Michigan, Ohio, Illinois, Indiana, and Wisconsin) Note: U.S. Cultural visitors represented 24% (3.0 M) of visits and 21% ($1.3 B) of visitor spending Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 8 Overseas Cultural Visitors by Country of Residence 8% Mainland China UK 6% Germany 6% 6% India 6% 6% 6% Cultural

Total 5% 6% Japan 4% South Korea 5% 3% 4% Mexico 3% 0% 12% 9% France Brazil 9% 3% 5% 10% 15% Ontarios 9 overseas target markets represent 55% of overseas Cultural visitors versus 54% of total overseas visits Note: Overseas Cultural visitors represented 12% (1.5 M) of visits and 45% ($2.9 B) of visitor spending Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 9 Destination Cultural Visits by Region 30% Cultural 25% 24% 20%

20% % of Ontario Cultural vs. Total Total 15% 15% 12% 10% 9% 9% 7% 5% 9% 8% 9% 9% 8% 8% 5% 4% 3% 6% 6% 6% 6% 4%3% 3% 4% 3%

3% 0% 1 2 3 4 5 6 7 Region 8 9 10 11 12 13 Destination Index Reg 1 72 Reg 2 160 Reg 3 45 Reg 4 116 Reg 5

119 Reg 6 33 Reg 7 88 Reg 8 130 Reg 9 110 Reg 10 129 Reg 11 108 Reg 12 127 Reg 13 58 24% of Cultural visits took place in Region 5 compared to 20% of total visits, 15% in Region 2 (9% total), and 9% in Region 4 (8% total) Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 10 Cultural Visits by Length of Stay 75.1% 80% Same-day Overnight 63.7%

60% Cultural vs. Total 36.3% 40% 24.9% 20% Length of Stay Index Same-day 39 Overnight 207 Avg # nights 161 0% Cultural Total The majority (75%) of Cultural visits were overnight visits. For comparison, 36% of total visits in Ontario were overnight visits The average number of nights spent on Cultural visits was 5.0, above Ontarios average of 3.1 nights Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 11 Cultural $/Trip by Length of Stay $527 Cultural $148 $653

Cultural vs. Total Total 308 Same-day 179 Overnight 200 $171 Total $82 $/Trip Index $327 $0 $100 $200 Overnight $300 $400 $500 $600 Same-day $700 Total Cultural visitors spent an average of $527/trip ($171/trip for total trips) Total trip spending, not just spending on Cultural Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 12

Cultural Spending by Category 100% 80% 10.5% 12.3% 9.8% 7.4% Cultural vs. Ontario 21.2% 26.9% Transportation 99 Accommodation 133 Food & Beverage 79 Rec./Entertain. 132 Retail/Other 85 60% 21.9% 16.5% 40% 20% 36.9%

36.7% Spending Index 0% Cultural Retail/Other Recreation/Entertainment Total Food & Beverage Accommodation Transportation The largest proportions of expenditures were spent on Transportation (37% Cultural, 37% total), Accommodations (22% Cultural, 16% total) and Food & Beverage (21% Cultural, 27% total) Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 13 Other Activities done by Cultural Visitors Activity Cultural Performances Historic Sites Museums/Art Galleries Festivals/Fairs Any Outdoor/Sports Activity Sightseeing Visit Family or Relatives Shopping Restaurant or bar National/Provincial Nature Parks Cultural Visit

Participation Index vs Total 44% 1138 36% Cultural Visit Participation Index vs Total Casinos 11% 430 1138 Hiking 10% 255 35% 32% 1138 1138 Zoos/Aquariums/ Botanical Gardens 10% 647 24% 139 Visit a beach 9%

197 22% 415 Boating 8% 178 21% 20% 18% 15% 64 228 334 497 Wildlife/Bird watching Sports Events Theme Parks Camping 8% 350 8% 4% 4% 192 348 121 Fishing 3% 92 Activity Activity

Cycling Business Meeting/Confere nce/Seminar Play a sport Movies Golfing Indigenous Skiing/ Snowboarding Medical/Dental appointment Hunting ATV Snowmobiling Cultural Visit Participation Index vs Total 3% 261 2% 54 2% 2% 2% 1% 122 252 144 1138 1% 65 0% 13 0% 0% 0%

54 54 13 Cultural visitors participate in a variety of activities with 44% attending a cultural performance, 36% visiting a historic site, 35% visiting a museum/art gallery, and 32% went to a festival/fair Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 14 Main Purpose of Cultural Visit 100% 10.3% 5.1% 11.1% 9.2% 80% 29.1% 60% 45.2% 40% 55.5% 20% 34.5% Cultural vs. Total Purpose Index Pleasure 161 VFR 64 Business 56 Other

93 VFR: Visiting Friends and / or Relatives 0% Cultural Other Total Business VFR Pleasure Most trips were pleasure trips (56% compared to 34% of total trips) Other includes shopping, medical, religious, hobby/trade show, etc. Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 15 Cultural Visits by Accommodation Type 80% 62.6% 60% 40% Cultural vs. Total 54.3% 29.3% 25.2% Type Index Private 87 Commercial

117 Campground 52 20% 5.2% 2.7% 0% Cultural Private Total Commercial Campgrounds 29% of overnight Cultural visits were spent at commercial accommodations compared to 25% of total visits 3% of overnight Cultural visits were spent in camping/RV facilities versus 5% of total visits Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 16 Cultural Visits by Time of Year 100% 20.2% 23.3% Cultural vs. Total 80% 60% 30.5% 41.7% 40% 25.9%

26.7% 20% 20.2% 11.4% 0% Cultural Oct-Dec Quarter Index Jan-Mar 57 Apr-Jun 103 Jul-Sept 137 Oct-Dec 87 Total Jul-Sep Apr-Jun Jan-Mar The largest proportion of trips occur in Jul-Sep (42% Cultural vs 30% total) Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 17 Cultural Visits by Gender 60%

Male Female Cultural vs. Total Gender Index 53.2% 50.6% 48.0% Male 90 Female 112 45.3% 40% Cultural Total Females made the majority (51%) of Cultural visits. For comparison, 45% of total visits in Ontario were among female visitors Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 18 Cultural Visits by Party Size 1 person 2 persons 3+ persons 100% 80% 25.4% 27.4%

60% 36.1% 41.9% 40% 20% 38.6% 30.7% 0% Cultural Total Avg Party Size 2.8 2.4 With children 13% 13% Cultural vs. Total Party Size Index 1 person 79 2 persons 116 3+ persons 108

Avg party size 116 With children 102 42% of Cultural visits were among groups of 2 people compared to 36% of total visits 13% of Cultural visits included children similar to total visits Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 19 Domestic Cultural Visitors Income Not Stated; 12.65% Not Stated; 15.54% < $50 K; 18.13% $100 K+; 35.96% $50 K- $75 K; 14.32% $75 K - $100 K; 18.94% $50 K- $75 K; 12.85% $100 K+; 35.38% Cultural Visits < $50 K; 19.13% $75 K - $100 K; 17.10% Cultural vs. Total < $50 K 95 $50 K- $75 K 112

$75 K - $100 K 111 $100 K+ 102 Total Visits 36% of Canadian Cultural visitors in Ontario had an household income greater than $100,000 compared to 35% of total visitors Source: Statistics Canadas Travel Survey of the Residents of Canada 2014; Ontario Ministry of Tourism, Culture and Sport 20 Income Index Domestic Cultural Visitors Education < High School ; 5.26% High School; 15.61% University degree ; 36.78% < High School ; 7.28% University degree ; 30.94% High School; 20.82% Some post-secondary ; 42.34% Some post-secondary ; 40.96% Cultural Visits Cultural vs. Ontario Education Index < High School 72 High School 75

Some postsecondary University degree 103 119 Total Visits 37% of Canadian Cultural visitors in Ontario had a university degree compared with 31% of total visits Source: Statistics Canadas Travel Survey of the Residents of Canada 2014; Ontario Ministry of Tourism, Culture and Sport 21 Cultural Summary In 2014, there were 12.3 million Cultural visits in Ontario, representing 8.8% of total visits to Ontario. Cultural visitors spent $6.5 billion, or 27.0% of total visitor spending in Ontario. Ontario residents accounted for 57% of visits and 26% of spending, residents of Other Canada accounted for 7% of visits and 8% of spending, U.S. visitors represented 24% of visits and 21% of expenditures, and overseas visitors accounted for 12% of visits and 45% of spending 19% Cultural visitors from Ontario are from Region 5 compared to 22% of total visits, 14% from Region 3 (11% total visits), and 13% from Region 1 (12% total visits) 24% of Cultural visits took place in Region 5 compared to 20% of total visits, 15% in Region 2 (9% total), and 9% in Region 4 (8% total) 22 Cultural Summary The majority (75%) of Cultural visits were overnight visits. For comparison, 36% of total visits in Ontario were overnight visits. The average number of nights spent on Cultural visits was 5.0, above Ontarios average of 3.1 nights Cultural visitors spent an average of $527/trip ($171/trip for total trips) The largest proportions of expenditures were spent on Transportation (37% Cultural, 37% total), Accommodations (22% Cultural, 16% total) and Food & Beverage (21% Cultural, 27% total) Cultural visitors participate in a variety of activities with 44% attending a cultural performance, 36% visiting a historic site, 35% visiting a museum/art gallery, and 32% went to a festival/fair Most trips were pleasure trips (56% compared to 34% of total trips) 23 Cultural Summary 29% of overnight Cultural visits were spent at commercial

accommodations compared to 25% of total visits. 3% of overnight Cultural visits were spent in camping/RV facilities versus 5% of total visits The largest proportion of trips occur in Jul-Sep (42% Cultural vs 30% total) 42% of Cultural visits were among groups of 2 people compared to 36% of total visits. 13% of Cultural visits included children similar to total visits 36% of Canadian Cultural visitors in Ontario had an household income greater than $100,000 compared to 35% of total visitors 37% of Canadian Cultural visitors in Ontario had a university degree compared with 31% of total visits 24 Appendix 25 Economic Indicators Source: Oxford Economics; Ontario Ministry of Tourism, Culture and Sport 26 2014 Notable Events February 723 The XXII Olympic Winter Games are held in Sochi, Russia March 8 Malaysia Airlines Flight 370, a Boeing 777 airliner en route to Beijing from Kuala Lumpur, disappears over the Gulf of Thailand with 239 people on board. The aircraft is presumed to have crashed into the Indian Ocean Ebola Epidemic becomes Global Health Crisis June 12 July 13 The 2014 FIFA World Cup are held in Brazil July 23 - August 3 - XX Commonwealth Games are held in Glasgow, Scotland World oil prices plunge to historic low October 22 - In the shootings at Parliament Hill, a gunman fatally shot a Canadian Forces soldier at the National War Memorial in Ottawa, then entered the Parliament buildings where he was killed by security forces 27 Ontario Tourism 28 Economic Impact of Tourism in Ontario 2014 Tourism receipts totalled $29.8 billion Total GDP (direct, indirect and induced) generated by tourism related spending amounted to $26.6 billion, 3.7% of Ontario's GDP The total tourism employment impact (direct, indirect and induced) of tourism receipts reached 371,968 jobs, accounting for 5.3% of Ontarios total employment Total tax revenues (direct, indirect and induced) from tourism for all

levels of government amounted to $12.8 billion. $6.4 billion were federal tax revenues, $5.1 billion were provincial and $1.3 billion were municipal Tourism is an important export industry, contributing $8.5 billion to Ontario's foreign earnings 29 Ontario Visits and Spending by Origin 2014 vs 2012 Visits 139.5M -1.0% Visitor Spending $23.9B 5.1% Ontario Visits by Origin 139.5 million Visitor Spending by Origin $23.9 billion In 2014, there were 139.5 million visits in Ontario and visitors spent $23.9 billion Ontario residents account for the majority of visits and spending U.S. visitors represent 8% of visits and 14% of expenditures Overseas visitors account for 2% of visits and 21% of spending Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 30 Destination - Visits and Spending by Region 40%

Tourism Regions 35% 35% 30% % of Ontario 25% 20% 20% Visits Visitor Spending 15% 12% 10% 7% 9% 8% 7% 9% 8% 9% 6% 5% 3% 4% 4% 6% 4% 6%7% 4%

Southwest Ontario 2 Niagara Falls Canada 3 Hamilton, Halton, Brant 4 Huron, Perth, Waterloo, Wellington 5 Greater Toronto Area 6 York, Durham, Hills of Headwaters 7 Bruce Peninsula, Southern Georgian Bay and Lake Simcoe 8 Kawartha and Northumberland 9 South Eastern Ontario 10 Ottawa and Countryside 11 Haliburton Highlands to the Ottawa Valley 12 Muskoka, Parry Sound and Algonquin Park 13

Northern Ontario 6%6% 3% 2% 2% 1 3% 2% 0% 1 2 3 4 5 6 7 Region 8 9 10 11 12 13 Region 5 is the largest region representing 20% of visits and 35% of spending Source: Statistics Canadas Travel Survey of the Residents of Canada and International Travel Survey 2014; Ontario Ministry of Tourism, Culture and Sport 31 Ontario Summary In 2014, there were 139.5 million visits in Ontario and visitors spent $23.9 billion. Visits were down 1.0%, while spending grew 5.1% compared to 2013

Ontario residents accounted for the majority of visits (86%) and spending (57%) U.S. visitors represented 8% of visits and 14% of expenditures Overseas visitors accounted for 2% of visits and 21% of spending Region 5 (GTA) is the largest Region representing 20% of visits and 35% of spending Visitors spent an average of $171/trip in Ontario The largest proportions of expenditures were spent on Transportation (37%) and Food & Beverage (27%) 32 Ontario Summary 67% of Other Canada visitors came from Quebec with 44% from Montreal 38% of U.S. visitors come from East North Central (Michigan, Ohio, Illinois, Indiana, and Wisconsin) and 36% form Mid Atlantic (New York, Pennsylvania, and New Jersey) Ontarios 9 target overseas markets (U.K., Japan, Germany, France, Mexico, India, China, South Korea and Brazil) represented 54% of overseas visitors to Ontario. The U.K. was the leading overseas source market at 12% of overseas visits 64% of visits were same-day visits driven by Ontario residents Most trips were to visit friends and relatives (45%) or for pleasure (34%) The majority of overnight visitors stayed in private homes (63%) except U.S. visitors who are more likely to stay at a hotel/motel (46%) 33 We Know. Just Ask. [email protected] (416) 325-8287 34

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