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Tourism Statistics Parry Sound District

Tourism Statistics Parry Sound District. Tourism Research Unit Spring 2013. Ontario Tourism. 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

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Tourism Statistics Parry Sound District

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  1. Tourism StatisticsParry Sound District Tourism Research Unit Spring 2013

  2. Ontario Tourism

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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%)

  8. Parry Sound District Tourism

  9. 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

  10. Total Visits and Spending • 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

  11. Visits and Spending • 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

  12. Visits by Length of Stay • 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

  13. $/Trip by Length of Stay • 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

  14. Spending by Category $166 M $136 M $20 M $4 M • 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

  15. Main Purpose of Visit 1.4 M 1.3M 49 K 18 K • 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

  16. Total Visits by 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

  17. Visits by Accommodation • 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

  18. Park Statistics • PSD is home to 11% of Ontario Park’s campsites Source: Ontario Parks 2010

  19. Tourism Related Establishments • 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

  20. Visits by Time of Year 1.4 M 1.3M 49 K 18 K • 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

  21. Visits by Census Division Origin • 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

  22. Employment – 1,552 Jobs • 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

  23. 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

  24. 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 non-standard tourism industries

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

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