Ontario Sport Tourism Statistics 2015 Fall 2017

This report summarizes key characteristics of visitors and visitor spending of trips in Ontario which included: Attend a sports event as a spectator and/or Play individual or team sports 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 Sport and total trip statistics. Since total trips equals 100, an index of 105 indicates Sport is 5% higher than total, similarly an index of 90 signifies Sport is 10% lower than total. Index Interpretation less than 80 Sport trips underdeveloped versus total trips 80-120 Sport trips similar to total trips greater than 120 Sport trips overdeveloped versus total trips 2

Visits and Spending Region Visits (millions) Visitor Spending ($ billions) Ontario Total 141.9 25.4 Ontario Sport 8.5 2.6 Ontario Sport proportion of Ontario Total 6.0% 10.4% In 2015, there were 8.5 million Sport visits in Ontario, representing 6.0% of total visits in Ontario Sport visitors spent $2.6 billion, accounting for 10.4% 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

Sport and Total Visits by Origin Sport vs. Total Visit Index Ontario 96 U.S. 78 Other Canada 158 Overseas 218 Ontario residents accounted for the majority of Sport (82%) and total (86%) visits U.S. visitors accounted for 6% of Sport visits compared to 8% of total visits Visitors from Other Canada comprised 7% of Sport visits and 5% of total visits Overseas visitors accounted for 4% of Sport 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

Sport and Total Spending by Origin Sport vs. Total Spending Index Ontario 87 U.S. 88 Other Canada 131 Overseas 127 Ontario residents accounted for 48% of Sport and 55% of total spending U.S. visitors accounted for 13% of Sport spending compared to 14% of total spending Visitors from Other Canada comprised 12% of Sport spending and 9% of total spending Overseas visitors accounted for 28% of Sport 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 Sport Visitors by Region of Residence Sport vs. Total Visits from Ontario Index Reg 1 139 Reg 2 141 Reg 3 100 Reg 4 105 Reg 5 78 Reg 6 89 Reg 7 87 Reg 8 52 Reg 9 129 Reg 10 113 Reg 11 77 Reg 12 272 Reg 13 92 17% Sport visitors from Ontario are from Region 5 compared to 22% of total visits, 16% from Region 1 (12% total visits), and 12% from Region 6 (14% total visits) Note: Ontario origin Sport visitors represented 82% (7.0 million) of visits and 48% ($1.3 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 Sport Visitors by Province of Residence BC 5% (7%) Sport visits (Total visits) AB 6% (7%) SK 3% (2%) MB 7% (10%) QC 68% (66%) NL/NB/NS/PE 12% (8%) 68% of Other Canada Sport visitors came from Quebec, compared to 66% of total visits Note: Other Canada Sport visitors represented 7% (620,000) of visits and 12% ($316 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. Sport Visitors by Region of Residence Sport visits (Total visits) Mountain 4% (2%) West North Central 4% (5%) East North Central 25% (39%) New England 5% (4%) Mid Atlantic 39% (36%) Pacific, Alaska, Hawaii 7% (3%) South Atlantic 12% (8%) South Central 5% (3%) 39% of U.S. Sport visitors came from Mid Atlantic states (New York, New Jersey, Pennsylvania) and 25% from East North Central states (Michigan, Ohio, Illinois, Indiana, and Wisconsin) Note: U.S. Sport visitors represented 6% (539,000) of visits and 13% ($333 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 8

Overseas Sport Visitors by Country of Residence Ontario’s 9 overseas target markets represent 57% of overseas Sport visitors versus 54% of total overseas visits Note: Overseas Sport visitors represented 4% (336,000) of visits and 28% ($731 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 9

Destination – Sport Visits by Region Sport vs. Total Destination Index Reg 1 88 Reg 2 108 Reg 3 125 Reg 4 97 Reg 5 115 Reg 6 111 Reg 7 85 Reg 8 136 Reg 9 99 Reg 10 148 Reg 11 74 Reg 12 75 Reg 13 67 23% of Sport visits took place in Region 5 compared to 20% of total visits, 10% in Region 2 (9% total), and 10% in Region 1 (11% 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

Sport Visits by Length of Stay Sport vs. Total Length of Stay Index Same-day 85 Overnight 126 Avg # nights 128 The majority (54%) of Sport visits were same-day visits. For comparison, 64% of total visits in Ontario were same-day visits The average number of nights spent on Sport visits was 4.0, 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

Sport $/Trip by Length of Stay Sport vs. Total $/Trip Index Total 173 Same-day 147 Overnight 153 Sport visitors spent an average of $310/trip ($179/trip for total trips) Total trip spending, not just spending on Sport Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

Sport Spending by Category Sport vs. Ontario Spending Index Transportation 89 Accommodation 115 Food & Beverage 103 Rec./Entertain. 143 Retail/Other 78 The largest proportions of expenditures were spent on Transportation (32% Sport, 36% total), Food & Beverage (28% Sport, 27% total) and Accommodations (19% Sport, 17% total) 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 Sport Visitors Activity Sport Visit Participation Index vs Total Sports Events 68% 1662 Any Outdoor/Sports Activity 39% 226 Play a sport 35% Visit Friends or Relatives 9% 27 Sightseeing 143 Shopping 8% 92 Historic Sites 249 Museums/Art Galleries 284 Festivals/Fairs 7% 257 Restaurant or bar 107 Activity Sport Visit Participation Index vs Total Cultural Performances 7% 165 Visit a beach 6% 134 Zoos/Aquariums/Botanical Gardens 5% 343 Hiking 115 Casinos 180 National/Provincial Nature Parks 163 Wildlife/Bird watching 4% 190 Camping 131 Boating 100 Canoeing 3% 142 Activity Sport Visit Participation Index vs Total Fishing 3% 87 Cycling 2% 169 Theme Parks 144 Movies 189 Golfing 1% 114 Skiing/Snowboarding 128 Business Meeting/Conference/Seminar 19 Cross-country Skiing 215 Hunting 130 Indigenous 295 ATV 0% 156 Sport visitors mainly attended a sports event as a spectator or played individual or team sports 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 Sport Visit Sport vs. Total Purpose Index Pleasure 189 VFR 43 Business 46 Other 92 VFR: Visiting Friends and / or Relatives Most trips were pleasure trips (67% 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

Sport Visits by Accommodation Type Sport vs. Total Type Index Private 78 Commercial 135 Campground 85 35% of overnight Sport visits were spent at commercial accommodations compared to 26% of total visits 4% of overnight Sport 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

Sport Visits by Time of Year Sport vs. Total Quarter Index Jan-Mar 115 Apr-Jun 91 Jul-Sept 106 Oct-Dec 88 The largest proportion of trips occur in Jul-Sep (33% Sport vs 31% total) however trips are spread out throughout the year Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 17

Sport Visits by Gender Sport vs. Total Gender Index Male 112 Female 86 Males made the majority (60%) of Sport visits. For comparison, 54% of total visits in Ontario were among male visitors Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

Sport Visits by Party Size Sport vs. Total Party Size Index 1 person 78 2 persons 93 3+ persons 146 Avg party size 124 With children 225 Avg Party Size 2.9 2.3 With children 28% 12% 35% of Sport visits were among groups of 3 or more people compared to 24% of total visits 28% of Sport visits included children versus 12% 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 19

Domestic Sport Visitor’s Income Sport vs. Total Income Index < $50 K 75 $50 K- $75 K 78 $75 K - $100 K 96 $100 K+ 136 49% of Canadian Sport visitors in Ontario had a 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 Sport Visitor’s Education Sport vs. Ontario Education Index < High School 73 High School 98 Some post-secondary 109 University degree 96 31% of Canadian Sport 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

Sport Summary In 2015, there were 8.5 million Sport visits in Ontario, representing 6.0% of total visits in Ontario. Sport visitors spent $2.6 billion, or 10.4% of total visitor spending in Ontario. Ontario residents accounted for 82% of visits and 48% of spending, residents of Other Canada accounted for 7% of visits and 12% of spending, U.S. visitors represented 6% of visits and 13% of expenditures, and overseas visitors accounted for 4% of visits and 28% of spending 17% Sport visitors from Ontario are from Region 5 compared to 22% of total visits, 16% from Region 1 (12% total visits), and 12% from Region 6 (14% total visits) 23% of Sport visits took place in Region 5 compared to 20% of total visits, 10% in Region 2 (9% total), and 10% in Region 1 (11% total)

Sport Summary The majority (54%) of Sport visits were same-day visits. For comparison, 64% of total visits in Ontario were same-day visits. The average number of nights spent on Sport visits was 4.0, above Ontario’s average of 3.2 nights Sport visitors spent an average of $310/trip ($179/trip for total trips) The largest proportions of expenditures were spent on Transportation (32% Sport, 36% total), Food & Beverage (28% Sport, 27% total) and Accommodations (19% Sport, 17% total) Sport visitors mainly attended a sports event as a spectator or played individual or team sports Most trips were pleasure trips (67% compared to 35% of total trips)

Sport Summary 35% of overnight Sport visits were spent at commercial accommodations compared to 26% of total visits. 4% of overnight Sport visits were spent in camping/RV facilities versus 5% of total visits The largest proportion of trips occur in Jul-Sep (33% Sport vs 31% total) however trips are spread out throughout the year 35% of Sport visits were among groups of 3 or more people compared to 24% of total visits. 28% of Sport visits included children versus 12% of total visits 49% of Canadian Sport visitors in Ontario had a household income greater than $100,000 compared to 36% of total visitors 31% of Canadian Sport visitors in Ontario had a university degree compared with 32% of total visits