Ontario Boating Tourism Statistics 2015 Fall 2017

This report summarizes key characteristics of visitors and visitor spending of trips in Ontario which included the activity of Boating. 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 Boating and total trip statistics. Since total trips equals 100, an index of 105 indicates Boating is 5% higher than total, similarly an index of 90 signifies Boating is 10% lower than total. Index Interpretation less than 80 Boating trips underdeveloped versus total trips 80-120 Boating trips similar to total trips greater than 120 Boating trips overdeveloped versus total trips 2

Visits and Spending Region Visits (millions) Visitor Spending ($ billions) Ontario Total 141.9 25.4 Ontario Boating 5.7 1.3 Ontario Boating proportion of Ontario Total 4.0% 5.3% In 2015, there were 5.7 million Boating visits in Ontario, representing 4.0% of total visits in Ontario Boating visitors spent $1.3 billion, accounting for 5.3% 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

Boating and Total Visits by Origin Boating vs. Total Visit Index Ontario 98 U.S. 90 Other Canada 151 Overseas 130 Ontario residents accounted for the majority of Boating (84%) and total (86%) visits U.S. visitors accounted for 7% of Boating visits compared to 8% of total visits Visitors from Other Canada comprised 7% of Boating visits and 5% of total visits Overseas visitors accounted for 2% of Boating 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

Boating and Total Spending by Origin Boating vs. Total Spending Index Ontario 104 U.S. 124 Other Canada 89 Overseas 78 Ontario residents accounted for the majority of Boating (57%) and total (55%) spending U.S. visitors accounted for 18% of Boating spending compared to 14% of total spending Visitors from Other Canada comprised 8% of Boating spending and 9% of total spending Overseas visitors accounted for 17% of Boating 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 Boating Visitors by Region of Residence Boating vs. Total Visits from Ontario Index Reg 1 50 Reg 2 66 Reg 3 96 Reg 4 62 Reg 5 102 Reg 6 159 Reg 7 122 Reg 8 42 Reg 9 51 Reg 10 207 Reg 11 34 Reg 12 71 Reg 13 146 22% Boating visitors from Ontario are from Region 5 compared to 22% of total visits, 22% from Region 6 (14% total visits), and 10% from Region 7 (8% total visits) Note: Ontario origin Boating visitors represented 83% (4.7 M) of visits and 57% ($766 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 6

Other Canada Boating Visitors by Province of Residence BC 4% (7%) Boating visits (Total visits) AB 5% (7%) SK 2% (2%) MB 44% (10%) QC 42% (66%) NL/NB/NS/PE 4% (8%) 44% of Other Canada Boating visitors came from Manitoba with 39% from Winnipeg, (total visits Manitoba 10%, Winnipeg 9%) and 42% form Quebec (66% total) Note: Other Canada Boating visitors represented 7% (394,000) of visits and 8% ($11 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. Boating Visitors by Region of Residence Boating visits (Total visits) Mountain 5% (2%) West North Central 21% (5%) East North Central 28% (39%) New England 3% (4%) Mid Atlantic 24% (36%) Pacific, Alaska, Hawaii 2% (3%) South Atlantic 11% (8%) South Central 6% (3%) 28% of U.S. Boating visitors came from East North Central states, 24% from Mid Atlantic states and 21% form West North Central states Note: U.S. Boating visitors represented 7% (412,000) of visits and 18% ($237 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 Boating Visitors by Country of Residence Ontario’s 9 overseas target markets represent 59% of overseas Boating visitors and 54% of total overseas visits Note: Overseas Boating visitors represented 2% (133,000) of visits and 17% ($224 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 – Boating Visits by Region Boating vs. Total Destination Index Reg 1 39 Reg 2 54 Reg 3 7 Reg 4 16 Reg 5 18 Reg 6 22 Reg 7 99 Reg 8 278 Reg 9 173 Reg 10 31 Reg 11 433 Reg 12 782 Reg 13 240 25% of Boating visits took place in Region 12 compared to 3% of total visits, 17% in Region 11 (4% total), and 15% in Region 13 (6% 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

Boating Visits by Length of Stay Boating vs. Total Length of Stay Index Same-day 18 Overnight 243 Avg # nights 121 The majority (88%) of Boating visits were overnight visits. For comparison, 36% of total visits in Ontario were overnight visits The average number of nights spent on Boating visits was 3.8, 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

Boating $/Trip by Length of Stay Boating vs. Total $/Trip Index Total 131 Same-day 91 Overnight 73 Boating visitors spent an average of $235/trip ($179/trip for total trips) On average, overnight visitors spent over three times as much per trip as same-day visitors Total trip spending, not just spending on Boating Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

Boating Spending by Category Boating vs. Ontario Spending Index Transportation 84 Accommodation 144 Food & Beverage 115 Rec./Entertain. 102 Retail/Other 52 The largest proportions of expenditures were spent on Transportation (30% Boating, 36% total), Food & Beverage (31% Boating, 27% total) and Accommodations (24% Boating, 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 Boating Visitors Activity Boating Visit Participation Index vs Total Any Outdoor/Sports Activity 100% 582 Boating 2497 Fishing 42% 1246 Visit a beach 36% 815 Canoeing 34% 1557 Hiking 28% 623 Wildlife/Bird watching 21% 940 Camping 20% 611 National/Provincial Nature Parks 13% 470 Visit Friends or Relatives 9% 28 Activity Boating Visit Participation Index vs Total Cycling 8% 679 Restaurant or bar 122 Historic Sites 235 Golfing 7% 566 Museums/Art Galleries Shopping 6% 73 Sightseeing 100 Festivals/Fairs 5% 198 Play a sport 216 Cultural Performances 3% 76 Activity Boating Visit Participation Index vs Total Casinos 3% 110 Hunting 552 Theme Parks 2% 190 Zoos/Aquariums/Botanical Gardens 129 Sports Events 49 ATV 629 Movies 1% 122 Indigenous 546 Business Meeting/Conference/Seminar 15 Medical/Dental appointment 39 42% of Boating visitors went Fishing, 36% visited a beach, and 28% went hiking 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 Boating Visit Boating vs. Total Purpose Index Pleasure 234 VFR 33 Business 9 Other 14 VFR: Visiting Friends and / or Relatives Most trips were pleasure trips (82% 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

Boating Visits by Accommodation Type Boating vs. Total Type Index Private 103 Commercial 82 Campground 186 The majority (63%) of overnight Boating visits were spent at unpaid accommodations such as private homes and cottages, compared to 61% of total visits 10% of overnight Boating 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

Boating Visits by Time of Year Boating vs. Total Quarter Index Jan-Mar 5 Apr-Jun 88 Jul-Sept 232 Oct-Dec 19 The largest proportion of trips occur in the summer months with 72% of Boating trips taking place in Jul-Sep versus 31% of total trips Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport 17

Boating Visits by Gender Boating vs. Total Gender Index Male 108 Female 90 Males made the majority (58%) of Boating 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

Boating Visits by Party Size Boating vs. Total Party Size Index 1 person 40 2 persons 108 3+ persons 186 Avg party size 151 With children 171 Avg Party Size 3.5 2.3 With children 21% 12% 44% of Boating visits were among groups of 3 or more people compared to 24% of total visits 21% of Boating 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 Boating Visitor’s Income Boating vs. Total Income Index < $50 K 54 $50 K- $75 K 107 $75 K - $100 K 85 $100 K+ 139 50% of Canadian Boating 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 Boating Visitor’s Education Boating vs. Ontario Education Index < High School 27 High School 99 Some post-secondary 95 University degree 123 40% of Canadian Boating 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

Boating Summary In 2015, there were 5.7 million Boating visits, accounting for 4.0% of total visits to Ontario. Boating visitors spent $1.3 billion, or 5.3% of total visitor spending in Ontario. Ontario residents accounted for 84% of visits and 57% of spending, residents of Other Canada accounted for 7% of visits and 8% of spending, U.S. visitors represented 7% of visits and 18% of expenditures, and overseas visitors accounted for 2% of visits and 17% of spending 22% Boating visitors from Ontario are from Region 5 compared to 22% of total visits, 22% from Region 6 (14% total visits), and 10% from Region 7 (8% total visits) 25% of Boating visits took place in Region 12 compared to 3% of total visits, 17% in Region 11 (4% total), and 15% in Region 13 (6% total)

Boating Summary The majority (88%) of Boating visits were overnight visits. For comparison, 36% of total visits in Ontario were overnight visits. The average number of nights spent on Boating visits was 3.8, above Ontario’s average of 3.2 nights Boating visitors spent an average of $235/trip ($179/trip for total trips). On average, overnight visitors spent over three times as much per trip as same-day visitors The largest proportions of expenditures were spent on Transportation (30% Boating, 36% total), Food & Beverage (31% Boating, 27% total) and Accommodations (24% Boating, 17% total) 42% of Boating visitors went Fishing, 36% visited a beach, and 28% went hiking Most trips were pleasure trips (82% compared to 35% of total trips)

Boating Summary The majority (63%) of overnight Boating visits were spent at unpaid accommodations such as private homes and cottages, compared to 61% of total visits. 10% of overnight Boating visits were spent in camping/RV facilities versus 5% of total visits The largest proportion of trips occur in the summer months with 72% of Boating trips taking place in Jul-Sep versus 31% of total trips 44% of Boating visits were among groups of 3 or more people compared to 24% of total visits. 21% of Boating visits included children versus 12% of total visits 50% of Canadian Boating visitors in Ontario had an household income greater than $100,000 compared to 36% of total visitors 40% of Canadian Boating visitors in Ontario had a university degree compared with 32% of total visits