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Tourism StatisticsParry Sound District

Tourism Research UnitSpring 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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7.4

8.8

18.8

7.6

9.5

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6.56.9

4.23.8

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Vis

its

(Mill

ion

s)

RTO

Visits and Spending by Regional Tourism Organization (RTO)

2010Visits

(millions)

Visitor Spending($ billions)

Ontario 103.7 17.1RTO 1 13.1% 7.5%RTO 2 9.7% 9.1%RTO 3 7.1% 3.2%RTO 4 8.5% 4.8%RTO 5 18.2% 30.0%RTO 6 7.3% 3.5%RTO 7 9.2% 6.8%RTO 8 4.5% 2.7%RTO 9 6.2% 4.4%RTO 10 6.7% 7.7%RTO 11 4.0% 2.4%RTO 12 3.7% 3.0%RTO 13 6.1% 7.3%

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

Visits by Origin103.7 million

Ontario 82.8%

U.S. 10.7%

Other Canada

4.5%

Overseas 1.9%

• 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

Visitor Spending by Origin$17.1 billion

Ontario 57.4%

U.S. 17.9%

Other Canada

9.8%

Overseas 14.9%


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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

• 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

RegionVisits

(millions)

Visitor Spending

($ billions)

Ontario 103.7 17.1

RTO 12 3.8 0.5

RTO 12 proportion of Total Ontario

3.7% 3.0%

Parry Sound District 1.4 0.16

PSD proportion of RTO 12 36.0% 32.3%

PSD proportion of Ontario 1.3% 1.0%


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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

PSD vs. OntarioVisit Index

Spending Index

Ontario 113 143

U.S. 33 67

Other Canada 35 33

Overseas 67 18


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Visits by Length of Stay

PSD vs. Ontario

Length of Stay Index

Same-day 33

Overnight 188

Avg # nights 102

• 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

Average # of nights 3.2 3.0 6.1 7.4


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$/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

PSD vs. Ontario $/Trip Index

Total 73

Ontario 92

U.S. 146

Overseas 19


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Spending by Category

• The largest proportion of expenditures were spent on food & beverage with 60% at stores and 40% at restaurants

PSD vs. Ontario Spending Index

Transportation 83

Accommodation 101

Food & Beverage 145

Rec./Entertain. 79

Retail/Other 67

$166 M $136 M $20 M $4 M


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Main Purpose of Visit

• Most trips are for pleasure

• Overseas visitors are more likely to visit family or friends

PSD vs. OntarioPurpose

Index

VFR 51

Pleasure 177

Business 10

Other 37

VFR: Visiting Friends and/or Relatives

1.4 M 1.3M 49 K 18 K


22.9% 22.1% 18.9%

32.5%

73.7% 74.5%75.1%

63.3%

0.6% 0.6%0.9%

2.6%2.8% 2.8% 5.1% 1.6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Ontario U.S. Overseas

VFR Pleasure Business Other Personal

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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


Activity Visits % of VisitsActivity 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

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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

PSD vs. Ontario

Type Index

Unpaid 107

Paid Roofed 72

Campground 179

Other 66


70%74%

33%

51%

14%9%

62%

37%

12% 13%

3%11%

3% 3%2% 1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Total Ontario U.S. Overseas

Unpaid Paid Campgrounds Other

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Park Statistics

• PSD is home to 11% of Ontario Park’s campsites

Source: Ontario Parks 2010

Park# Developed Campsites

Interior Camper-Nights 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%

The Massassauga 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%

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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

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%

Source: Statistics Canada, Business Register 2010

*Represents the actual number of establishments in that category

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Visits by Time of Year

• 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

PSD vs. Ontario

Quarter Index

Jan-Mar 54

Apr-Jun 91

Jul-Sept 160

Oct-Dec 66


1.4 M 1.3M 49 K 18 K

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Visits by Census Division Origin

• 20% of visits to PSD originate from Simcoe County, 15% from Toronto Metropolitan Municipality, and 14% from Peel Region.

Origin% of

Visits% of $

Ontario 94% 82%

U.S. 4% 12%

Overseas 1% 3%


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 6.0%

Halton Regional Municipality 55,410 4.0%

Niagara Regional Municipality 53,610 3.9%

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%

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Other, 21%

Food & Beverage

Services, 23%

Retail Trade, 19%

Arts, Entertainment

and Recreation, 9%

Accommodation Services, 28%

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 industriesSource: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport

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

1.7%

Professional, Scientific and Technical Services

1.6%

Other Services (Except Public Administration)

1.4%

Other Administrative and Other Support Services

1.4%

Crop and Animal Production 1.4%

Non-Profit Institutions Serving Households

1.1%

Government Sector 0.9%

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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 non-standard tourism industries

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