1. Ontario Trail Tourism Statistics 2015
Fall 2017

2. This report summarizes key characteristics of visitors and visitor spending of trips in Ontario which included one or more of the following activities: Visit a national, provincial or nature park Go hiking or backpacking Go wildlife viewing or bird watching Go camping Go cycling Go cross country skiing or snowshoeing Go snowmobiling ATV (quad, 4X4) Data was sourced from Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey, Some slides include an index table which simplifies the comparison of Trail and total trip statistics. Since total trips equals 100, an index of 105 indicates Trail is 5% higher than total, similarly an index of 90 signifies Trail is 10% lower than total. Index Interpretation less than 80 Trail trips underdeveloped versus total trips Trail trips similar to total trips greater than 120 Trail trips overdeveloped versus total trips 2

3. Visits and Spending
Region
Visits
(millions)
Visitor Spending
($ billions)
Ontario Total
141.9
25.4
Ontario Trail
13.7
3.9
Ontario Trail proportion of Ontario Total
9.7%
15.4%
In 2015, there were 13.7 million Trail visits in Ontario, representing 9.7% of total visits in Ontario
Trail visitors spent $3.9 billion, accounting for 15.4% 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

4. Trail and Total Visits by Origin
Trail vs. Total
Visit Index
Ontario 99
U.S. 56
Other Canada
131
Overseas
276
Ontario residents accounted for the majority of Trail (84%) and total (86%) visits
U.S. visitors accounted for 4% of Trail visits compared to 8% of total visits
Visitors from Other Canada comprised 6% of Trail visits and 5% of total visits
Overseas visitors accounted for 5% of Trail 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

5. Trail and Total Spending by Origin
Trail vs. Total
Spending Index
Ontario 91
U.S. 59
Other Canada
104
Overseas
148
Ontario residents accounted for 50% of Trail and 55% of total spending
U.S. visitors accounted for 8% of Trail spending compared to 14% of total spending
Visitors from Other Canada comprised 10% of Trail spending and 9% of total spending
Overseas visitors accounted for 32% of Trail 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

6. Ontario Trail Visitors by Region of Residence
Trail vs. Total
Visits from Ontario Index
Reg 1 72
Reg 2 82
Reg 3 99
Reg 4 89
Reg 5
115
Reg 6
124
Reg 7
114
Reg 8 46
Reg 9 53
Reg 10
108
Reg 11 51
Reg 12 44
Reg 13
155
25% Trail visitors from Ontario are from Region 5 compared to 22% of total visits, 17% from Region 6 (14% total visits) , and 10% from Region 7 (8% total visits)
Note: Ontario origin Trail visitors represented 84% (11.6 million) of visits and 50% ($2.0 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

7. Other Canada Trail Visitors by Province of ResidenceBC 9%
(7%)
Trail visits
(Total visits) AB 7%
(7%) SK 3%
(2%) MB
20%
(10%) QC
54%
(66%)
NL/NB/NS/PE 7%
(8%)
54% of Other Canada Trail visitors came from Quebec, compared to 66% of total visits
Note: Other Canada Trail visitors represented 6% (829,000) of visits and 10% ($372 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

8. U.S. Trail Visitors by Region of Residence
Trail visits
(Total visits)
Mountain 6%
(2%)
West North Central
13%
(5%)
East North Central
34%
(39%)
New England 3%
(4%)
Mid Atlantic
15%
(36%)
Pacific, Alaska, Hawaii 8%
(3%)
South Atlantic
15%
(8%)
South Central 7%
(3%)
34% of U.S. Trail visitors came from East North Central states (Michigan, Ohio, Illinois, Indiana, and Wisconsin)
Note: U.S. Trail visitors represented 5% (622,000) of visits and 8% ($329 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

9. Overseas Trail Visitors by Country of Residence
Ontario’s 9 overseas target markets represent 57% of overseas Trail visitors versus 54% of total overseas visits
Note: Overseas Trail visitors represented 5% (686,000) of visits and 32% ($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 9

10. Destination – Trail Visits by Region
Trail vs. Total
Destination Index
Reg 1 62
Reg 2
103
Reg 3 56
Reg 4 76
Reg 5 53
Reg 6 44
Reg 7
151
Reg 8
205
Reg 9
113
Reg 10 79
Reg 11
253
Reg 12
397
Reg 13
186
13% of Trail visits took place in Region 7 compared to 9% of total visits, 13% in Region 12 (3% total), and 12% 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

11. Trail Visits by Length of Stay
Trail vs. Total
Length of Stay Index
Same-day 34
Overnight
215
Avg # nights
112
The majority (78%) of Trail visits were overnight visits. For comparison, 36% of total visits in Ontario were overnight visits
The average number of nights spent on Trail visits was 3.5, 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

12. Trail $/Trip by Length of Stay
Trail vs. Total
$/Trip Index
Total
159
Same-day 99
Overnight 98
Trail visitors spent an average of $286/trip ($179/trip for total trips)
Total trip spending, not just spending on Trail
Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

13. Trail Spending by Category
Trail vs. Ontario
Spending Index
Transportation 96
Accommodation
134
Food & Beverage 97
Rec./Entertain. 90
Retail/Other 77
The largest proportions of expenditures were spent on Transportation (35% Trail, 36% total), Food & Beverage (26% Trail, 27% total) and Accommodations (22% Trail, 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

14. Other Activities done by Trail Visitors
Activity
Trail Visit Participation
Index vs Total
Any Outdoor/Sports Activity
100%
518
Hiking
46%
1032
National/Provincial Nature Parks
29%
Camping
887
Visit a beach
25%
556
Wildlife/Bird watching
23%
Boating
21%
514
Canoeing
16%
711
Fishing
14%
425
Historic Sites
12%
373
Activity
Trail Visit Participation
Index vs Total
Cycling
12%
1032
Visit Friends or Relatives
11% 34
Sightseeing
10%
174
Museums/Art Galleries
348
Restaurant or bar
150
Shopping 9%
100
Cultural Performances 6%
138
Festivals/Fairs 5%
177
Play a sport 4%
210
Golfing
298
Activity
Trail Visit Participation
Index vs Total
Cross-country Skiing 4%
1032
Zoos/Aquariums/Botanical Gardens
234
Theme Parks 3%
287
Snowmobiling
Casinos
105
ATV
Sports Events 2% 61
Movies 1%
156
Skiing/Snowboarding
185
Hunting
278
46% of Trail visitors went hiking, 29% went camping, 29% visited a national/provincial/nature park and 25% visited a beach
Source: Statistics Canada’s Travel Survey of the Residents of Canada and International Travel Survey 2015; Ontario Ministry of Tourism, Culture and Sport

15. Main Purpose of Trail Visit
Trail vs. Total
Purpose Index
Pleasure
197
VFR 58
Business 20
Other 22
VFR: Visiting Friends and / or Relatives
Most trips were pleasure trips (70% Trail 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

16. Trail Visits by Accommodation Type
Trail vs. Total
Type Index
Private 91
Commercial 85
Campground
305
16% of overnight Trail 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

17. Trail Visits by Time of Year
Trail vs. Total
Quarter Index
Jan-Mar 53
Apr-Jun
102
Jul-Sept
159
Oct-Dec 59
The largest proportions of trips occur in Jul-Sep (49% Trail vs 31% total) and Apr-Jun (27% Trail, 26% 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

18. Trail Visits by Gender
Trail vs. Total
Gender Index
Male 98
Female
102
Males made the majority (52%) of Trail 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

19. Trail Visits by Party Size
Trail vs. Total
Party Size Index
1 person 60
2 persons
105
3+ persons
156
Avg party size
127
With children
141
Avg Party Size
With children % %
37% of Trail visits were among groups of 3 or more people compared to 24% of total visits
18% of Trail 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

20. Domestic Trail Visitor’s Income
Trail vs. Total
Income Index
< $50 K 74
$50 K- $75 K 97
$75 K - $100 K
110
$100 K+
116
42% of Canadian Trail 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

21. Domestic Trail Visitor’s Education
Trail vs. Ontario
Education Index
< High School 44
High School 87
Some post-secondary 97
University degree
124
40% of Canadian Trail 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

22. Trail Summary
In 2015, there were 13.7 million Trail visits in Ontario, representing 9.7% of total visits in Ontario. Trail visitors spent $3.9 billion, or 15.4% of total visitor spending in Ontario.
Ontario residents accounted for 84% of visits and 50% of spending, residents of Other Canada accounted for 6% of visits and 10% of spending, U.S. visitors represented 4% of visits and 8% of expenditures, and overseas visitors accounted for 5% of visits and 32% of spending
25% Trail visitors from Ontario are from Region 5 compared to 22% of total visits, 17% from Region 6 (14% total visits) , and 10% from Region 7 (8% total visits)
13% of Trail visits took place in Region 7 compared to 9% of total visits, 13% in Region 12 (3% total), and 12% in Region 13 (6% total)

23. Trail Summary
The majority (78%) of Trail visits were overnight visits. For comparison, 36% of total visits in Ontario were overnight visits. The average number of nights spent on Trail visits was 3.5, above Ontario’s average of 3.2 nights
Trail visitors spent an average of $286/trip ($179/trip for total trips)
The largest proportions of expenditures were spent on Transportation (35% Trail, 36% total), Food & Beverage (26% Trail, 27% total) and Accommodations (22% Trail, 17% total)
46% of Trail visitors went hiking, 29% went camping, 29% visited a national/provincial/nature park and 25% visited a beach
Most trips were pleasure trips (70% Trail compared to 35% of total trips)

24. Trail Summary
16% of overnight Trail visits were spent in camping/RV facilities versus 5% of total visits
The largest proportions of trips occur in Jul-Sep (49% Trail vs 31% total) and Apr-Jun (27% Trail, 26% total)
37% of Trail visits were among groups of 3 or more people compared to 24% of total visits. 18% of Trail visits included children versus 12% of total visits
42% of Canadian Trail visitors in Ontario had a household income greater than $100,000 compared to 36% of total visitors
40% of Canadian Trail visitors in Ontario had a university degree compared with 32% of total visits