1. 1 Tourism Statistics Parry Sound District Tourism Research Unit Spring 2013

2. 2 Ontario Tourism

3. 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. 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. 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. 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. 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. 8 Parry Sound District Tourism

9. 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. 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 $166 million, accounting for 1% of total visitor spending in Ontario Region Visits (millions) Visitor Spending ($ billions) Ontario103.717.1 RTO 123.80.5 RTO 12 proportion of Total Ontario3.7%3.0% Parry Sound District1.40.16 PSD proportion of RTO 1236.0%32.3% PSD proportion of Ontario1.3%1.0% Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport

11. 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 PSD vs. Ontario Visit Index Spending Index Ontario113143 U.S.3367 Other Canada3533 Overseas6718 Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport

12. 12 Visits by Length of Stay PSD vs. Ontario Length of Stay Index Same-day33 Overnight188 Avg # nights102 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 nights3.2 3.06.17.4 Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport

13. 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 $403/trip PSD vs. Ontario$/Trip Index Total73 Ontario92 U.S.146 Overseas19 Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport

14. 14 Spending by Category The largest proportion of expenditures were spent on food & beverage with 60% at stores and 40% at restaurants PSD vs. OntarioSpending Index Transportation83 Accommodation101 Food & Beverage145 Rec./Entertain.79 Retail/Other67 $166 M $136 M $20 M $4 M Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport

15. 15 Main Purpose of Visit Most trips are for pleasure Overseas visitors are more likely to visit family or friends PSD vs. Ontario Purpose Index VFR 51 Pleasure 177 Business 10 Other 37 VFR: Visiting Friends and/or Relatives 1.4 M 1.3M 49 K 18 K Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport

16. 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 ActivityVisits% of Visits Activity Index PSD vs Ontario Any Outdoor/Sports Activity 881,24263.9%320 Boating 533,91038.7%641 Fishing 489,82235.5%872 National/Provincial Nature Parks 108,1917.8%155 Historic Sites 69,4235.0%119 Downhill Skiing/Snowboarding 56,2354.1%398 Golfing 53,7423.9%202

17. 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 PSD vs. Ontario Type Index Unpaid107 Paid Roofed72 Campground179 Other66 Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport

18. 18 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- NightsCampers July/Aug % Occupancy Killbear881 348,02314,83614329,91848,51786% Grundy Lake485401104,5941,5290100,64621,88069% Restoule275 60,3555,076052,2679,50348% The Massassauga20,489 Oastler14833,4251,506031,9198,62769% Mikisew258 35,8681,207033,2388,31045% Sturgeon Bay80 15,827207015,6204,88163% Total 2,12720,890598,09224,36114563,608101,718 % of Ontario 11%5%6%1% 12%8%

19. 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 Type of Establishment# 2010*% of Ontario Accommodations 1032.2% Arts, Entertainment, Recreation 590.6% Food & Beverage 890.3% Transportation 230.2% Travel Services 40.1% Retail 2190.4% Other Services 930.3% Total 5900.4% Source: Statistics Canada, Business Register 2010 *Represents the actual number of establishments in that category

20. 20 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-Mar54 Apr-Jun91 Jul-Sept160 Oct-Dec66 Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport 1.4 M 1.3M 49 K 18 K

21. 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. Origin % of Visits % of $ Ontario94%82% U.S.4%12% Overseas1%3% Source: Statistics Canada, Travel Survey of the Residents of Canada 2010, International Travel Survey 2010, Ontario Ministry of Tourism, Culture and Sport OriginVisits% of Visits Simcoe County 280,40120.3% Toronto Metropolitan Municipality 203,67514.8% Peel Regional Municipality 185,98413.5% Muskoka District Municipality 82,3406.0% Halton Regional Municipality 55,4104.0% Niagara Regional Municipality 53,6103.9% York Regional Municipality 52,9603.8% Waterloo Regional Municipality 52,5603.8% Hamilton-Wentworth Regional Municipality 50,2773.6% Durham Regional Municipality 47,2373.4%

22. 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 Other Employment Industries% Other Transportation and Warehousing 3.1% Wholesale Trade2.3% Manufacturing2.1% Construction1.8% 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 Production1.4% Non-Profit Institutions Serving Households 1.1% Government Sector0.9%

23. 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. 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. 25 We Know. Just Ask. tourism.research@ontario.ca (416) 325-8287