VISITOR PROFILE - Tourism Winnipeg...Winnipeg, MB 2009 ViSiTOR pROfile | 6 2009 VISITORS Quarter 1 518,000 20% Quarter 2 677,000 25% Quarter 3 805,000 30% Total Person-Visits by Season

1Winnipeg, MB 2009 ViSiTOR pROfile | www.tourismwinnipeg.com

VISITOR PROFILEWWW.TOURiSMWinnipeg.cOM

WINNIPEG


TabLE OF CONTENTS

Quick facts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

2009 Visitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Domestic Visitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Overnight Domestic Visitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Manitoba Visitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

U.S. Visitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Winnipeg Tourism Market Segments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Visitor information inquiries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Hotel performance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Visitation performance Targets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Tourism Winnipeg Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16


QuICk FaCTS 2009

million person-visits

Hotel occupancy

rate

Total visitor expenditures

Average hotel room

rate

million

2.6

64.3%

$481

$111.55

person-visits by region of origin

Manitoba 1,963,000

Other canada 460,000

United States 165,000

Overseas 70,000

person-visits by trip purpose

leisure 2,075,000

Business 254,000

Other 329,000


OVERVIEWin 2009 Winnipeg was visited by 2.6 million individuals (overnight and day trips) for pleasure, business, and other personal reasons. Throughout the year, the proportion of all visits during the four calendar quarters was relatively consistent with the canadian average.

Tourism is a major industry sector in Winnipeg and a valuable component of the local economy. Direct visitor expenditures generated an estimated $481 million (2009) from transportation, food and beverage, accommodation, recreation/entertainment, and retail related expenses. Winnipeg’s tourism sector supports approximately 12,000 jobs and 900 businesses (not including retail, food and drink establishments). The tourism sector includes a mixture of small, medium, and large local, national and international businesses, and not-for-profit organizations. The sector is represented by seasonal and year-round operations, dining establishments, bed and breakfasts, hotels, outfitters, outdoor adventure, tour operators, eco-tourism, festivals, museums, cultural events, casinos, performing arts, spectator sports, amusement parks and heritage sites.

Winnipeg is an attractive destination for the leisure or business traveler with much to offer from its rich history and cultural mosaic to professional sports, first class shopping, and a multitude of dining opportunities. Winnipeg is a golfer’s paradise offering more golf courses per capita than the canadian average. Highlights of the industry include a rich and colourful history featured in various historical sites, exhibits, and attractions.

Winnipeg is home to one of the best collections of turn-of-the century buildings in north America. Top attractions include the exchange District, now a national historical site; the Manitoba Museum featuring natural and cultural exhibits; the Royal canadian Mint; St. Boniface; and the forks national Historic Site of canada featuring a food market, independent merchants, green space, a concert stage, and a historical interpretation of the site.

Winnipeg is home to nationally and internationally renowned arts and cultural attractions which include the Royal Winnipeg Ballet, Winnipeg Symphony Orchestra, Manitoba Museum and planetarium, Winnipeg Art gallery, and the Royal Manitoba Theatre centre.

Major festivals held throughout the year include folklorama, the Winnipeg folk festival, festival du Voyageur, the Winnipeg fringe festival, and Manito Ahbee festival. professional sports include the Winnipeg Blue Bombers (football), Manitoba Moose (hockey), Winnipeg goldeyes (baseball), and horse racing at Assiniboia Downs. in addition, Winnipeg also hosts several minor league and special events during the course of the year.

complementing Winnipeg’s top attractions is Manitoba’s distinctive landscape rich in natural beauty and variety. it includes 100,000 lakes, rivers, forests, beaches and endless opportunities for outdoor activities throughout the year.


800 KM

800 KM

WINNIPEG

DAUPHIN

THOMPSON

THE PAS

YORKTON

WEYBURN

REGINA

BRANDON

MINNEAPOLIS

DULUTH

GRAND FORKS

FARGO

THUNDER BAY

KENORA

DRYDEN

FORT FRANCES

BISMARCK

MINOT

2009 VISITORSin 2009, Winnipeg was visited by 2.6 million individuals who spent an estimated $481 million on transportation, accommodation, food and beverage, recreation, entertainment and retail purchases.

Majority of travel to Winnipeg is interprovincial accounting for 74% of all person-visits and 52% of expenditures.

canadians living outside the province account for 17% of person-visits, but 48% of expenditures. in terms of international visitors, travel from the U.S. represent 6% of all travel to Winnipeg and other international make up the remaining 3%.

Same day visits (60%) outnumbered overnight visits (40%).

800 KM

800 KM

WINNIPEG

DAUPHIN

THOMPSON

THE PAS

YORKTON

WEYBURN

REGINA

BRANDON

MINNEAPOLIS

DULUTH

GRAND FORKS

FARGO

THUNDER BAY

KENORA

DRYDEN

FORT FRANCES

BISMARCK

MINOT

Total Person-Visits by Region of Origin

Region Same Day Overnight Total

Manitoba 1,490,000 473,000 1,963,000

Other canada 55,000 405,000 460,000

United States 28,000 137,000 165,000

Overseas 9,000 61,000 70,000

Total 1,582,000 1,076,000 2,658,000

Source: Statistics Canada, Research Resolutions & Consulting Ltd. (CITIES 2009)

Total Expenditures by Region of Origin

Region Same Day Overnight Total

Manitoba $142,823,000 $108,404,000 $251,227,000

Other canada $10,241,000 $132,794,000 $229,675,000

United States $2,166,000 $49,918,000 $52,083,000

Overseas $424,000 $34,132,000 $34,556,000

Total $155,654,000 $325,248,000 $480,902,000


Quarter 1518,000

20%

Quarter 2677,000

25%Quarter 3805,000

30%

Total Person-Visits by Season Total Person-Visits by Trip Purpose

Visitor Activities on Overnight Trips

Total Expenditures by Category





VisitingFriends | Family

1,045,00039%

Transportation$72,720,000

15%

Accommodations$85,591,000

18%

Food & Beverage$150,384,000

31%

Retail$138,394,000

29%

Shopping268,000

10%

Other Leisure762,000

29%

Other329,000

12%

Other Business$134,000

5%Convention

120,0005%

Recreation | Entertainment

$33,812,0007%

Boating | Fishing | Hunting9%

Downhill Skiing orSnowboarding

1%

Camping4%

Sports Event9%

Other8%

Zoo orBotanical Garden

6%Theme or

Amusement Park3%

Gol�ng3%

Play or Concert10%

Festival or Fair5%

Historic Site12%

Museum orArt Gallery

10%

Visit National or Provincial Park

13%

Casino7%

Quarter 4658,000

25%


2009 VISITORS

Quarter 1518,000

20%

Quarter 2677,000

25%Quarter 3805,000

30%









1,045,00039%


15%


18%


31%

Retail$138,394,000

29%

Shopping268,000

10%


29%

Other329,000

12%


5%Convention

120,0005%


$33,812,0007%



1%

Camping4%

Sports Event9%

Other8%


6%Theme or

Amusement Park3%

Gol�ng3%

Play or Concert10%

Festival or Fair5%

Historic Site12%


10%


13%

Casino7%

Quarter 4658,000

25%

Quarter 1518,000

20%

Quarter 2677,000

25%Quarter 3805,000

30%









1,045,00039%


15%


18%


31%

Retail$138,394,000

29%

Shopping268,000

10%


29%

Other329,000

12%


5%Convention

120,0005%


$33,812,0007%



1%

Camping4%

Sports Event9%

Other8%


6%Theme or

Amusement Park3%

Gol�ng3%

Play or Concert10%

Festival or Fair5%

Historic Site12%


10%


13%

Casino7%

Quarter 4658,000

25%


dOmESTIC VISITORSin 2009, there were approximately 2.4 million domestic person-visits to Winnipeg by canadians including residents of Manitoba who spent an estimated $391 million. Approximately 81% of all domestic visits and 64% of expenditures were by Manitobans who reside outside the Winnipeg region. Other canadians represented 19% of domestic visits and 36% of expenditures. On average, canadians from outside the province spent more per trip than most Manitobans as a result of a higher proportion of canadian travelers who stayed overnight (88%); whereas most Manitobans took day trips (76%).

Domestic Person-Visits by Region of OriginDomestic Person-Visits by Trip Purpose

Domestic Person-Visits by Season

Domestic Expenditures by Region of Origin





Manitoba

0

0

1,000,000

$1,000,000,000 $2,000,000,000 $3,000,000,000

2,000,000

1,963,000

$251,227,000

$143,035,000

460,000Other

Canada

Other Business100,000

4%

Convention113,000

5%

Other311,000

13%

Shopping268,000

11%

Quarter 2612,000

25%

Quarter 1488,000

20%

Quarter 4616,000

26%

Quarter 3707,000

29%

Visiting Friends |Family

972,00040%


27%

Manitoba

Other Canada








Manitoba

0

0

1,000,000

$1,000,000,000 $2,000,000,000 $3,000,000,000

2,000,000

1,963,000

$251,227,000

$143,035,000

460,000Other

Canada


4%

Convention113,000

5%

Other311,000

13%

Shopping268,000

11%

Quarter 2612,000

25%

Quarter 1488,000

20%

Quarter 4616,000

26%

Quarter 3707,000

29%


972,00040%


27%

Manitoba

Other Canada








Manitoba

0

0

1,000,000

$1,000,000,000 $2,000,000,000 $3,000,000,000

2,000,000

1,963,000

$251,227,000

$143,035,000

460,000Other

Canada


4%

Convention113,000

5%

Other311,000

13%

Shopping268,000

11%

Quarter 2612,000

25%

Quarter 1488,000

20%

Quarter 4616,000

26%

Quarter 3707,000

29%


972,00040%


27%

Manitoba

Other Canada








Manitoba

0

0

1,000,000

$1,000,000,000 $2,000,000,000 $3,000,000,000

2,000,000

1,963,000

$251,227,000

$143,035,000

460,000Other

Canada


4%

Convention113,000

5%

Other311,000

13%

Shopping268,000

11%

Quarter 2612,000

25%

Quarter 1488,000

20%

Quarter 4616,000

26%

Quarter 3707,000

29%


972,00040%


27%

Manitoba

Other Canada


OVERNIGHT dOmESTIC VISITORSOver one-half of domestic overnight visits are Manitoba related (53%). person-visits from the three most western provinces represented the largest share of overnight visits from outside of Manitoba (27%) followed by Ontario (18%) which accounted for 91% of all visits from eastern canada in 2009.

Approximately one-half of Ontario travelers live in the northwestern region of the province which includes the communities of Kenora, Dryden and Thunder Bay. Outside the northwestern region, several Ontario visitors came from the Toronto cMA and Ottawa region.

Overnight Domestic Travel

Province Person-Visits Expenditures

Manitoba 473,000 $108,404,000

British columbia 70,000 $22,782,000

Alberta 81,000 $28,136,000

Saskatchewan 83,000 $23,655,000

Ontario 155,000 $51,216,000

Quebec 11,000 $4,939,000

Atlantic provinces 4,000 $2,066,000

Total 877,000 $241,198,000

Visitor Activities, Overnight Domestic Travel


Other OutdoorActivity

26%

Casino9%

Golf5%

Historic Site11%


9%

Amusement Park3%

Zoo | BotanicalGarden

5%

Play or Concert

15%

Festival or Fair6%

Sports Event12%


maNITOba VISITORSManitobans who live outside the Winnipeg region represent the largest proportion of person-visits to Winnipeg (74%). They are primarily same day travelers (76%); in contrast, only 24% spent at least one night in the city. Virtually all travel with a privately owned or rented vehicle (98%). Most Manitobans traveled to Winnipeg for leisure purposes (81%) including visiting family and friends (40%); shopping (13%) and other leisure reasons (28%); business travel accounted for 6% of all travel.

Manitoba is divided into eight travel regions; eastern, pembina Valley, Western, parkland, coastal plains, interlake, northern and the city of Winnipeg; as defined by Statistics canada. The number of individuals visiting Winnipeg from each region varies annually as does expenditures and duration of stay.

Overall, the number of person-visits from each region is comparable with one another showing only small difference. However, according to domestic travel research conducted by Statistics canada in 2009, travel to Winnipeg from within Manitoba was highest from the northern region followed closely by the interlake, Western and eastern regions. communities found within these regions rank among the largest within the province. They include Thompson, The pas, flin flon

(northern); Selkirk, gimli (interlake); Brandon, Virden (Western); and Steinbach, Beausejour (eastern). Statistics canada’s research also indicates the individual’s visiting from these four regions also tend to spend the most and stay the longest during their trip to Winnipeg.

WINNIPEG

EASTERN

INTERLAKE

PARKLAND

NORTHERN

WESTERN

PEMBINA VALLEY

COASTALPLAINS

manitoba Travel Regions


Overnight Person-Visits to Winnipeg by Manitoba Travel Region

Overnight Expenditures in Winnipeg by Manitoba Travel Region

Source: Statistics Canada, Research Resolutions & Consulting Ltd. (Travel Regions Data, 2009)


Interlake19%

Parkland13%

Northern20%

Pembina Valley

8%

Western18%

Eastern16%

CentralPlains

7%

Northern34%

Interlake25%

Parkland11%

Western11%

Central Plains2%

Pembina Valley6% Eastern

11%

Overnight Person-Visits to Winnipeg by Manitoba Travel Region

Overnight Expenditures in Winnipeg by Manitoba Travel Region



Interlake19%

Parkland13%

Northern20%

Pembina Valley

8%

Western18%

Eastern16%

CentralPlains

7%

Northern34%

Interlake25%

Parkland11%

Western11%

Central Plains2%

Pembina Valley6% Eastern

11%

maNITOba VISITORS

u.S. VISITORSin 2009, there were 165,000 person-visits from the U.S. to Winnipeg which accounted for 6% of all travel to the city; total expenditures exceeded $52 million. The largest proportion of U.S. visits came from the Midwestern region which includes the states of Minnesota, north Dakota, South Dakota, illinois, Wisconsin and Missouri.

The majority of these visits were leisure in nature including visits to family and friends (73%) followed by business (18%) and other reasons (9%). Most traveled by private vehicle including camper or RV (76%). Arrivals by plane account for 13% of visitors and other modes of transportation including bus make up the remaining 11% of visitors. in terms of duration of stay, 83% of U.S. visitors spent at least one night in Winnipeg with the remaining (17%) visiting for the day.

U.S. Person-Visits by Trip Purpose U.S. Person-Visits by Season

Winnipeg Tourism Market Segments Expenditures




Other Leisure77,000

47%

Other16,000

9%Other Business23,000

14%Convention

6,0004%

Leisure

Group Travel

Sports & Special Events

$ Millions

Business | Meetings & Conventions

$0 $100

$7

$23

$39

$200 $300 $400

Visiting Friends |Family43,000

26%

Quarter 365,000

39%

Quarter 429,000

18%

Quarter 249,000

30%

Quarter 122,000

13%

$354


u.S. VISITORSTop Ten U.S. States, Person-Visits & Expenditures

State Person-Visits

Minnesota 39,000

north Dakota 22,000

illinois 10,000

california 9,000

Texas 8,000

Michigan 6,000

Washington 6,000

Wisconsin 6,000

new York 5,000

South carolina 4,000

State Expenditures

Minnesota $8,215,000

california $4,824,000

north Dakota $4,290,000

Wisconsin $3,689,000

Washington $3,251,000

illinois $3,192,000

new York $1,946,000

florida $1,899,000

Texas $1,883,000

Michigan $1,737,000







Other Leisure77,000

47%

Other16,000


14%Convention

6,0004%

Leisure

Group Travel


$ Millions


$0 $100

$7

$23

$39

$200 $300 $400


26%

Quarter 365,000

39%

Quarter 429,000

18%

Quarter 249,000

30%

Quarter 122,000

13%

$354


WINNIPEG TOuRISm maRkET SEGmENTSTourism Winnipeg focuses its resources on four major market areas, leisure, group Travel, Meetings & conventions and Sports and Special events. in 2009, 78% of person-visits (2.1 million) and 74% of expenditures ($354 million) were leisure related. group travel expenditures in 2009 totaled $7.0 million from 848 group tours which included over approximately 25,000 passengers.

Meetings and conventions activity in 2009 included 176 city wide events hosting over 42,000 delegates and related expenditures of $39 million. in 2009, Winnipeg hosted 29 sports and special events including 18 national sport events with an estimated attendance over 23,000. Approximately $23 million in visitor expenditures were related to spectator sports.






Other Leisure77,000

47%

Other16,000


14%Convention

6,0004%

Leisure

Group Travel


$ Millions


$0 $100

$7

$23

$39

$200 $300 $400


26%

Quarter 365,000

39%

Quarter 429,000

18%

Quarter 249,000

30%

Quarter 122,000

13%

$354


VISITOR INFORmaTION INQuIRIESin 2009, Tourism Winnipeg answered over 49,000 information inquiries world-wide. The majority of these inquiries originated in north America. Over one-half of inquires were from canadians with the remaining coming from the United States primarily the border states of Minnesota and north Dakota.

Most visitor information inquiries are general in nature. Rarely are inquires specific to an attraction or event taking place within Winnipeg. Most individuals who contact Tourism Winnipeg are requesting general information about the city in terms of what there is to do and what events are taking place. These inquiries usually come from individuals who are traveling to Winnipeg for business or an event and require general tourism information about the city during their stay. general inquiries also come from individuals who learn about Winnipeg from some form of advertising or media and contact Tourism Winnipeg out of curiosity about the city.

Usually Tourism Winnipeg’s Visitor guide and city map are requested to aid their research. Most people prefer to research the city themselves. To assist visitors, Tourism Winnipeg has created a robust website which enables them to discover Winnipeg on their own.

Visitor Information Inquiries by Mode of Contact

Walk-in58%

Phone22%

Email11%

1-800 Number

9%

Mail | Fax1%


Winnipeg Average Hotel Occupancy Rate

Winnipeg Average Hotel Room Rate

0%

$140

$120

$100

$80

$60

$40

$20

$0

20%

40%

60%

80%

Winnipeg Canada

Winnipeg Canada

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Jan

Jan

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec



HOTEL PERFORmaNCEWinnipeg has 66 hotel properties providing 6,200 rooms city wide. Approximately 2,600 rooms are located within the downtown area. Overall hotel occupancy in 2009 was above the canadian average (Wpg 64.3% | cAn 58.3%). in contrast to occupancy rate, Winnipeg’s average room rates have historically been below the canadian average making Winnipeg a more affordable destination for travelers. in 2009, Winnipeg’s average room rate remained unchanged from previous year ($111.00).


VISITaTION PERFORmaNCE TaRGETSWith the development of a comprehensive tourism marketing strategy, Tourism Winnipeg forecasts strong returns on person-visits and related expenditures over the next five years. Tourism visits are projected to increase 3% annually from 2011 to 2015.

Targeted Person-Visit Increases

2006

2007

2008

2009

2010

2011

2012

2013

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5

2.7

2.8

2.8

2.9

2.6

2.6

2.7

2.5


TOuRISm WINNIPEG SERVICESTourism Winnipeg’s approach to tourism services is focused on sales, marketing, and support to attract Meetings and Conventions, Group and Travel Trade, Sports and Special Events. To enhance these efforts, Tourism Winnipeg provides extensive visitor services and collateral marketing materials.

mEETINGS aNd CONVENTIONSMeetings and Conventions is an important component of Tourism Winnipeg’s tourism services. Its focus is the promotion of Winnipeg as a meeting and convention destination. Sales and marketing efforts are targeted to meeting planners and association executives of national organizations based primarily in Ottawa, Toronto and the United States. These efforts also extend to Canadian and American based corporations. Sales and marketing methods include: personal selling, telemarketing, bid preparation, organizing promotional events, and exposure in marketplaces.

Sales and marketing efforts to include partnerships such as Team Winnipeg, Tourism Winnipeg’s website, various forms of advertising, direct mail, familiarization tours, and site visits. Key points emphasized in the promotion of Winnipeg include: cost competitiveness, advantages of its central geographic location, high quality customer service, available service expertise and a coordinated team effort with industry partners. As a result of these ongoing efforts, Tourism Winnipeg has helped secure a substantial number of conventions.

GROuP TOuR aNd TRaVEL TRadEAnother key component of Tourism Winnipeg’s tourism services focuses on group tour and travel trade. Services include sales and marketing efforts targeting Canadian and American travel agents, tour operators, and group leaders. Sales and marketing efforts include partnerships with government and industry. Partnerships serve the development and delivery of group and travel trade marketing initiatives.

In addition, support services are provided to tour operators such as the preparation of local itineraries, product information, and efforts to attract clientele to their Winnipeg tours.

SPORTS aNd SPECIaL EVENTSSports and Special Events is another key component of Tourism Winnipeg’s tourism services. Efforts focus on attracting regional, national and international sports to Winnipeg; and special events pursued include cultural, musical, festival, or arts events.

Other services include providing assistance for support groups hosting events, preparation of formal bid presentations, hotel accommodation services, and coordinating site visits. Tourism Winnipeg also provides support with event planning guides, preparation of proposals, structuring an organizing committee, local media announcements, and liaising between planners and suppliers.

In addition, a variety of promotional materials are provided such as visitor’s guides, maps, videos and table top displays. Tourism Winnipeg is managing the new Special Event Tourism Fund, in partnership with the City of Winnipeg which builds on Winnipeg’s excellent track record in hosting major events. The Special Event Tourism Fund helps Winnipeg compete in attracting national and international sport events, large conventions, and other major special events that generate significant tourism, hotel-stays and associated economic impacts to the city.

TRaVEL mEdIaTourism Winnipeg partners with Travel Manitoba in attending the Canadian Tourism Commission’s media events, hosts travel media, responds to external media requests and promotes Winnipeg’s stories to travel writers. External earned media for Winnipeg remains strong with an estimated value of $7 million from over 350 articles covering the city.

Positive stories on Winnipeg were featured in publications such as the National Post, The Globe and Mail, Toronto Star, Minneapolis Star-Tribune, Maclean’s and CBSNews.com.

Documents

VISITOR PROFILE - Tourism Winnipeg...Winnipeg, MB 2009 ViSiTOR pROfile | 6 2009 VISITORS Quarter 1 518,000 20% Quarter 2 677,000 25% Quarter 3 805,000 30% Total Person-Visits by Season