Ontario Cultural Tourism Statistics 2015 Fall 2017

This report summarizes key characteristics of visitors and visitor spending of trips in Ontario which included attending one or more of the following: Performance such as a play or concert Museum or Art Gallery Festival or Fair Historic Site Indigenous event (pow wow, performance, other) Data was sourced from Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey, 2015 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 80-120 Cultural trips similar to total trips greater than 120 Cultural trips overdeveloped versus total trips 2

Visits and Spending Region Visits (millions) Visitor Spending ($ billions) Ontario Total 141.9 25.4 Ontario Cultural 12.7 7.1 Ontario Cultural proportion of Ontario Total 8.9% 28.1% In 2015, there were 12.7 million Cultural visits in Ontario, representing 8.9% of total visits in Ontario Cultural visitors spent $7.1 billion, accounting for 28.1% of total visitor spending in Ontario Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

Cultural and Total Visits by Origin Cultural vs. Total Visit Index Ontario 64 U.S. 304 Other Canada 165 Overseas 721 Ontario residents accounted for the majority of Cultural (55%) and total (86%) visits U.S. visitors accounted for 24% of Cultural visits compared to 8% of total visits Visitors from Other Canada comprised 8% of Cultural visits and 5% of total visits Overseas visitors accounted for 13% of Cultural visits and 2% of total visits Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

Cultural and Total Spending by Origin Cultural vs. Total Spending Index Ontario 44 U.S. 136 Other Canada 90 Overseas 222 Ontario residents accounted for 24% of Cultural and 55% 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 48% of Cultural spending and 22% of total spending Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

Ontario Cultural Visitors by Region of Residence Cultural vs. Total Visits from Ontario Index Reg 1 101 Reg 2 90 Reg 3 127 Reg 4 98 Reg 5 99 Reg 6 106 Reg 7 107 Reg 8 95 Reg 9 63 Reg 10 Reg 11 Reg 12 30 Reg 13 87 22% Cultural visitors from Ontario are from Region 5 compared to 22% of total visits, 14% from Region 6 (14% total visits), and 13% from Region 3 (11% total visits) Note: Ontario origin Cultural visitors represented 55% (7 million) of visits and 24% ($1.7 B) of visitor spending Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 6

Other Canada Cultural Visitors by Province of Residence BC 7% (7%) Cultural visits (Total visits) AB 9% (7%) SK 4% (2%) MB 7% (10%) QC 61% (66%) NL/NB/NS/PE 13% (8%) 61% of Other Canada Cultural visitors came from Quebec, compared to 66% of total visits Note: Other Canada Cultural visitors represented 8% (960,000) of visits and 8% ($583 M) of visitor spending Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 7

U.S. Cultural Visitors by Region of Residence Cultural visits (Total visits) Mountain 2% (2%) West North Central 4% (5%) East North Central 32% (39%) New England 5% (4%) Mid Atlantic 36% (36%) Pacific, Alaska, Hawaii 5% (3%) South Atlantic 12% (8%) South Central 4% (3%) 36% of U.S. Cultural visitors came from Mid Atlantic states (New York, New Jersey, Pennsylvania) and 32% from East North Central states (Michigan, Ohio, Illinois, Indiana, and Wisconsin) Note: U.S. Cultural visitors represented 24% (3.1 M) of visits and 20% ($1.4 B) of visitor spending Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 8

Overseas Cultural Visitors by Country of Residence Ontario’s 9 overseas target markets represent 54% of overseas Cultural visitors versus 54% of total overseas visits Note: Overseas Cultural visitors represented 13% (1.6 M) of visits and 48% ($3.4 B) of visitor spending Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 9

Destination – Cultural Visits by Region Cultural vs. Total Destination Index Reg 1 71 Reg 2 287 Reg 3 63 Reg 4 93 Reg 5 166 Reg 6 31 Reg 7 79 Reg 8 88 Reg 9 112 Reg 10 199 Reg 11 89 Reg 12 Reg 13 66 34% of Cultural visits took place in Region 5 compared to 20% of total visits, 27% in Region 2 (9% total), and 13% in Region 10 (7% total) Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 10

Cultural Visits by Length of Stay Cultural vs. Total Length of Stay Index Same-day 36 Overnight 211 Avg # nights 158 The majority (77%) 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 Ontario’s average of 3.2 nights Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

Cultural $/Trip by Length of Stay Cultural vs. Total $/Trip Index Total 314 Same-day 183 Overnight 198 Cultural visitors spent an average of $563/trip ($179/trip for total trips) Total trip spending, not just spending on Cultural Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

Cultural Spending by Category Cultural vs. Ontario Spending Index Transportation 101 Accommodation 125 Food & Beverage 77 Rec./Entertain. 130 Retail/Other 96 The largest proportions of expenditures were spent on Transportation (36% Cultural, 36% total), Accommodations (21% Cultural, 17% total) and Food & Beverage (21% Cultural, 27% total) Cultural visitors spent $569 million or 8% on cultural activities Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

Other Activities done by Cultural Visitors Activity Cultural Visit Participation Index vs Total Performance such as a play or concert 45% 1120 Historic Sites 37% Museums/Art Galleries 31% Festivals/Fairs Any Outdoor/Sports Activity 24% 139 Visit Friends or Relatives 71 Sightseeing 23% 391 Shopping 21% 237 Restaurant or bar 20% 310 National/Provincial Nature Parks 14% 495 Activity Cultural Visit Participation Index vs Total Hiking 11% 240 Casinos 10% 395 Zoos/Aquariums/Botanical Gardens 632 Visit a beach 9% 203 Wildlife/Bird watching 8% 340 Sports Events 7% 177 Boating 172 Camping 5% 141 Canoeing 4% 191 Theme Parks 317 Activity Cultural Visit Participation Index vs Total Fishing 3% 99 Cycling 275 Play a sport 141 Golfing 196 Movies 2% 255 Business Meeting/Conference/Seminar 50 Indigenous 1120 Cross-country Skiing 1% 181 Medical/Dental appointment 0% 32 Hunting 90 Skiing/Snowboarding 55 Cultural visitors participate in a variety of activities with 45% attending a performance such as a play or concert, 37% visiting a historic site, 31% visiting a museum/art gallery, and 31% went to a festival/fair Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

Main Purpose of Cultural Visit Cultural vs. Total Purpose Index Pleasure 157 VFR 65 Business 66 Other 92 VFR: Visiting Friends and / or Relatives Most trips were pleasure trips (55% compared to 35% of total trips) Other includes shopping, medical, religious, hobby/trade show, etc. Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

Cultural Visits by Accommodation Type Cultural vs. Total Type Index Private 83 Commercial 120 Campground 66 31% of overnight Cultural visits were spent at commercial accommodations compared to 26% of total visits 4% of overnight Cultural visits were spent in camping/RV facilities versus 5% of total visits Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

Cultural Visits by Time of Year Cultural vs. Total Quarter Index Jan-Mar 55 Apr-Jun 111 Jul-Sept 135 Oct-Dec 80 The largest proportion of trips occur in Jul-Sep (42% Cultural vs 31% total) Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 17

Cultural Visits by Gender Cultural vs. Total Gender Index Male 90 Female 111 Females made the majority (52%) of Cultural visits. For comparison, 46% of total visits in Ontario were among female visitors Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

Cultural Visits by Party Size Cultural vs. Total Party Size Index 1 person 77 2 persons 114 3+ persons 115 Avg party size 112 With children 99 Avg Party Size 2.6 2.3 With children 12% 12% 43% of Cultural visits were among groups of 2 people compared to 38% of total visits 12% of Cultural visits included children similar to total visits Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 19

Domestic Cultural Visitor’s Income Cultural vs. Total Income Index < $50 K 88 $50 K- $75 K 102 $75 K - $100 K 99 $100 K+ 105 38% of Canadian Cultural visitors in Ontario had an household income greater than $100,000 compared to 36% of total visitors Source: Statistics Canada’s Travel Survey of the Residents of Canada 2015; Ontario Ministry of Tourism, Culture and Sport

Domestic Cultural Visitor’s Education Cultural vs. Ontario Education Index < High School 86 High School 85 Some post-secondary 88 University degree 127 41% of Canadian Cultural visitors in Ontario had a university degree compared with 32% of total visits Source: Statistics Canada’s Travel Survey of the Residents of Canada 2015; Ontario Ministry of Tourism, Culture and Sport

Cultural Summary In 2015, there were 12.7 million Cultural visits in Ontario, representing 8.9% of total visits in Ontario. Cultural visitors spent $7.1 billion, accounting for 28.1% of total visitor spending in Ontario. Ontario residents accounted for 55% of visits and 24% of spending, residents of Other Canada accounted for 8% of visits and 8% of spending, U.S. visitors represented 24% of visits and 21% of expenditures, and overseas visitors accounted for 13% of visits and 48% of spending. 22% Cultural visitors from Ontario are from Region 5 compared to 22% of total visits, 14% from Region 6 (14% total visits), and 13% from Region 3 (11% total visits). 34% of Cultural visits took place in Region 5 compared to 20% of total visits, 27% in Region 2 (9% total), and 13% in Region 10 (7% total).

Cultural Summary The majority (77%) 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 Ontario’s average of 3.2 nights. Cultural visitors spent an average of $563/trip ($179/trip for total trips). The largest proportions of expenditures were spent on Transportation (36% Cultural, 36% total), Accommodations (21% Cultural, 17% total) and Food & Beverage (21% Cultural, 27% total). Cultural visitors spent $569 million or 8% on cultural activities. Cultural visitors participate in a variety of activities with 45% attending a performance such as a play or concert, 37% visiting a historic site, 31% visiting a museum/art gallery, and 31% went to a festival/fair. Most trips were pleasure trips (55% compared to 39% of total trips).

Cultural Summary 31% of overnight Cultural visits were spent at commercial accommodations compared to 26% of total visits. 4% 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 31% total). 43% of Cultural visits were among groups of 2 people compared to 38% of total visits. 12% of Cultural visits included children similar to total visits 38% of Canadian Cultural visitors in Ontario had an household income greater than $100,000 compared to 36% of total visitors. 41% of Canadian Cultural visitors in Ontario had a university degree compared with 32% of total visits.