Tourism Performance Bulletin
ReleasedReleased in 2010
February 2008
Released in in February May 2010
FEBRUARY 2010
Tourism Industry Statistics
Highlights
Border Crossings
February 2010 over February 2009:
Total International Entries
Crossings from the U.S. to Ontario decreased
18.1%, with same-day travel down 20.2% and Total international border crossings (including U.S. and
overnight crossings down 14.9%. overseas visitors) to Ontario in February 2010
decreased by 16.1% over February 2009 to 607,000
Travel from overseas markets to Ontario crossings. In 2009, February accounted for 5.5% of
increased by 3.5%. Ontario’s annual international border crossings.
Travel by Ontarians to the U.S. increased by
For the first 2 months of 2010, total international border
1.2% (same-day crossings up 0.7% and
crossings (1.3 million entries) declined by 14.0% over
overnight crossings up 2.0%), and travel to
2009.
overseas countries grew 2.5%.
Employment in Ontario’s tourism-related Note: Vancouver hosted the 21st Winter Olympic Games
industries increased by 3.4%. in February 2010 which had a significant impact on
border crossings nationally.
Ontario’s Travel Price Index decreased by
1.5%. U.S. Entries
U.S. entries accounted for 89% of international entries
into Ontario in February 2010. During this month, U.S.
YTD Feb 2010 versus YTD Feb 2009:
border crossings into Ontario declined 18.1% over
U.S. crossings to Ontario decreased 15.6%, February 2009 to 538,000 crossings. Same-day entries
with same-day crossings down 17.9% and declined 20.2% while overnight entries decreased
overnight crossings down 11.8%. 14.9%.
Visits from overseas markets to Ontario U.S. Border Crossings to Ontario,
decreased 0.2%. Jan-Feb 1972 - 2010
3,200,000
Ontarians’ crossings to the U.S. grew by 5.9%
(same-day visits up 6.1% and overnight 2,800,000
entries up 5.5%), while travel to overseas 2,400,000
countries increased 2.4%.
2,000,000
1,600,000
1,200,000
Inside This Issue
800,000
400,000
Tourism Industry Consumer Response
0
1 5 1972 1976 1980 1984 1988 1992 1996 2000 2004 2008
Border Crossings 1-800-ONTARIO
Same day Overnight
Accommodation Statistics 4 OntarioTravel.net 5
Travel Price Index 4 Ontario Travel 6 Source: Statistics Canada
Economic Indicators Information Centres During Jan-Feb 2010, there were 1.1 million border
Consumer Confidence 5 Attendance at Agencies 6
crossings from the U.S. to Ontario, a decrease of 15.6%
over 2009. Same-day crossings declined 17.9% with
Employment 5 145,000 fewer crossings and overnight crossings dropped
11.8% or 59,000 fewer crossings.
1
Tourism Performance Bulletin
ReleasedReleased in 2010
February 2008
Released in in February May 2010
U.S. entries decreased to all regions except B.C. both In February 2010, overseas entries increased to all
in February 2010 and the 2 months ending February regions except Quebec with B.C. reporting the largest
2010. Ontario accounted for 49% of U.S. entries into gain. All regions in Canada experienced a minor change
Canada in February 2010, 13% less than in 2009. in overseas entries in Jan-Feb 2010 with B.C. entries up
slightly and all other regions down marginally. Ontario
U.S. Entries, accounted for 31% of Canada’s overseas entries during
U.S. Entries,
Province YTD Feb 2010 over YTD February 2010.
Feb 2010 over Feb 2009
Feb 2009
Overseas Entries, Overseas Entries,
Entries* % change Entries* % change
Province Feb 2010 over Feb YTD Feb 2010 over YTD
Ontario 538,044 -18.2% 1,106,451 -15.6%
2009 Feb 2009
B.C. 324,215 47.0% 523,084 21.6% Entries∗ % change Entries* % change
Quebec 120,882 -5.8% 224,247 -7.1%
Ontario 69,256 3.5% 145,262 -0.2%
Canada 1,089,556 -2.8% 2,071,022 -6.4%
B.C. 82,861 15.9% 149,140 0.3%
Source: Statistics Canada
Quebec 41,814 -5.6% 76,917 -0.5%
U.S. Entries: Mode of Transportation Canada 220,529 6.3% 419,909 -0.4%
In February 2010, 78% of U.S. entries to Ontario were via Source: Statistics Canada
automobile, 15% by commercial air travel1, 6% by bus
and 1% by other modes. Entries by automobile were
down 20.1% in February 2010 and down 17.8% for the 2 Overseas Entries: Traditional Markets
months ending February 2010 compared with 2009. In February 2010, arrivals from most traditional markets
Commercial air travel from the U.S. was down 4.8% in grew with Japan arrivals up 84.3%, German arrivals
February 2010 and entries by bus decreased 21.7%. grew 7.6% and arrivals from France increased 4.7%
Overseas Entries over February 2009. Arrivals from the U.K. declined
6.3% relative to February 2009.
In February 2010, the 69,000 overseas entries into
Ontario accounted for 11.4% of the province’s total Arrivals from all these long-established markets except
international entries, an increase of 3.5% compared to Japan declined during the first 2 months of 2010
February 2009. February accounted for 4.2% of compared to 2009.
overseas entries in 2009.
During the first 2 months of 2010, overseas entries to Feb 2010 YTD Feb 2010 over
Market
Ontario dropped 0.2% over 2009. over Feb 2009 YTD Feb 2009
Entries* % change Entries* % change
U.K. 11,692 -6.3% 22,844 -5.2%
O v er s eas Bo r d er C r o s s in g s to O n tar io ,
Germany 4,773 7.6% 10,099 -2.6%
Jan -F eb 1972 - 2010
180,000
France 3,725 4.7% 7,364 -0.1%
150,000 Japan 4,100 84.3% 6,999 69.3%
120,000 Source: Statistics Canada
90,000
Overseas Entries: Emerging Markets
60,000
Arrivals from most overseas countries other than China,
30,000 Mexico, Australia and Netherlands grew in February
0 2010. During the first 2 months of 2010, the change in
1972 1978 1984 1990 1996 2002 2008 arrivals was similar to the February monthly data other
than a decline in entries from Hong Kong.
Total visits
Source: Statistics Canada ∗
Number of non-resident travellers entering Canada through an
Ontario port of entry, by country of residence (excluding the United
States). Number of entries will differ from ‘visits’ reported through
1
Commercial Air Travel represents 96% of all air travel domestic and international surveys.
2
Tourism Performance Bulletin
ReleasedReleased in 2010
February 2008
Released in in February May 2010
Feb 2010 YTD Feb 2010 over O u tb o u n d Bo r der C r o s s in g s to th e U .S .,
Market
over Feb 2009 YTD Feb 2009 Jan -F eb 1 99 0 - 2 01 0
4,500,000
Entries* % change Entries* % change
4,000,000 Same-day Overnight
Brazil 2,886 13.1% 8,332 3.6%
3,500,000
India 2,340 21.7% 6,217 37.9%
3,000,000
China 2,692 -6.8% 5,937 -13.6%
South Korea 2,210 10.7% 5,434 11.9% 2,500,000
Mexico 1,837 -51.7% 4,494 -49.2% 2,000,000
Italy 1,758 12.6% 3,587 5.8% 1,500,000
Australia 1,432 -10.7% 3,483 -15.8% 1,000,000
Hong Kong 1,955 51.0% 3,346 -0.9% 500,000
Netherlands 1,381 -20.0% 2,746 -14.1% 0
Source: Statistics Canada
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Outbound Travel Source: Statistics Canada
Total International Travel During the first 2 months of 2010, there were 2.9 million
border crossings from Ontario to the U.S., an increase of
During February 2010, Ontarians made 1.8 million 5.9% over 2009. Same-day visits grew 6.1% or 100,000
international border crossings (U.S. and overseas), an entries while overnight visits increased 5.5% or 60,000
increase of 1.5% versus February 2009. entries compared to 2009.
Total international border crossings by Ontarians
increased 5.1% to 3.7 million crossings during Jan-Feb Travel to Overseas Countries
2010 compared to 2009.
In February 2010, overseas travel represented 22.2% of
Ontario continues to generate more visitors to Ontario resident’s international border crossings with
international destinations than it receives: in Jan-Feb 394,000 crossings. Travel to overseas countries
2010, there were 1.3 million international entries into increased 2.5% in February 2010 compared to February
Ontario compared to 3.7 million international border 2009.
crossings made by Ontarians.
During Jan-Feb 2010, Ontarians made 855,000 overseas
crossings, up 2.4% from 2009.
Travel to the U.S.
In February 2010, travel to the U.S. accounted for 77.6% Outb ound Bord e r Crossings to Ove rse a s Countrie s,
of Ontarian’s international visits. Ontario residents made J a n-Fe b 1 9 9 0 - 2 0 1 0
900,000
1.4 million entries into the U.S. in February 2010, 1.2%
more than in February 2009. Same-day visits, which 800,000
represented 60% of entries, grew 0.7% and overnight 700,000
visits increased 2.0%. 600,000
500,000
400,000
300,000
200,000
100,000
0
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Source: Statistics Canada
3
Tourism Performance Bulletin
ReleasedReleased in 2010
February 2008
Released in in February May 2010
Accommodation Ontario Hotel ADRs,
Jan-Feb 2001-2010
Occupancy Rates
$130
In February 2010, the occupancy rate at Ontario hotels $123
was 52.1%, up 0.2 percentage points over February $119 $119 $119
$120
2009. $115
$114
$112
Downtown Toronto, Toronto Airport, Ottawa, Sudbury and $111 $110 $110
$110
Thunder Bay reported rates over 60%. Compared to
February 2009, occupancy was up in the GTA and
Northern Ontario and declined in all other regions. $100
During the first 2 months of 2010, hotel occupancy in 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Ontario was 48.3%, down 0.7 percentage points
compared to 2009. Source: PKF Consulting, Hotel Trends
Toronto Airport was the only location to post a 2 month
occupancy rate over 60% while the GTA, Ottawa, North
Revenue per Available Room
Western and North Eastern Ontario all reported rates over
50%. Occupancy rates in all regions other than the GTA Revenue per available room (revPAR) at $60.64 in
and Northern Ontario declined in Jan-Feb 2010 compared February 2010 was down by 3.3% over February 2009.
to 2009. During January-February 2010, revPAR was down 5.2%
to $55.39 compared to January-December 2009.
Ontario Hotel Occupancy Rates,
Travel Price Index (TPI)
Jan-Feb 2001-2010
Ontario’s TPI decreased 2.0% in February 2010
compared to February 2009; increases in gas prices
60%
were offset by lower air and inter-city transportation
54.8% costs.
55% 53.6%
52.9% 52.5% 52.5%
52.0%
51.6% 51.3% During the first 2 months of 2010, the Ontario TPI
50% 49.1%
48.3% declined 1.7% compared to 2009.
In February 2010, the decrease in Ontario’s TPI at 2.0%
45%
compares to a 1.8% increase in Ontario’s CPI
(Consumer Price index).
40%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Ontario Feb 2010 over
Index Feb 2009
Source: PKF Consulting, Hotel Trends
TPI -2.0%
CPI +1.8%
Average Daily Rates
Source: Statistics Canada, Ontario Ministry of Tourism and Culture
The average daily rate (ADR) decreased by 3.7% in
February 2010 to $116.40.
In February 2010, ADR was highest in downtown Ottawa The U.S. Travel Price Index for February 2010 was up
at $141.25 and lowest in the Niagara Region (other than 0.1% over February 2009 while the U.S. CPI was up
Niagara Falls) at $92.16. Northern Ontario reported an 2.1%.
increase in monthly ADR compared to the previous year
Feb 2010 over
while ADR in all other regions declined. U.S. Index Feb 2009
During Jan-Feb 2010, Ontario ADR was down 3.7% to TPI +0.1%
$114.76 compared to Jan-Feb 2009. Year-to-date ADR CPI +2.1%
was up in Northern Ontario. Source: Travel Industry Association of America
4
Tourism Performance Bulletin
ReleasedReleased in 2010
February 2008
Released in in February May 2010
Economic Indicators
Consumer Response Indicators
Consumer Confidence
1-800-ONTARIO
The Index of Consumer Confidence fell 8.3 points in
February 2010 to 88.2 (2002 = 100). The balance of There were approximately 8,000 calls to the
opinion declined on all components, especially current 1-800-ONTARIO call centre in February 2010,
finances. Despite the large drop, confidence is an increase of 18.5% over February 2009.
significantly higher than a year ago. Throughout the first 2 months of 2010, there were about
13,000 calls, an increase of 12.5% over 2009.
Confidence decreased in all regions. It declined 9.6 Source: Electronic Data Systems
points in Ontario in February 2010.
OntarioTravel.net
Point change Feb 2010
Region Feb 2010 vs Jan 2010 In February 2010, there were approximately 328,000
Canada 88.2 -8.3
user sessions on ontariotravel.net, Ontario’s travel
website, an increase of 46.6% in the number of user
B.C. 95.1 -13.9
sessions on the main website compared to February
Prairie provinces 98.1 -8.7 2009.
Ontario 84.6 -9.6
During Jan-Feb 2010, there were approximately 652,000
Quebec 81.9 -1.0
user sessions on the main site of the province’s travel
Atlantic provinces 94.1 -8.9
website, up 48.1% from 2009.
Source: The Conference Board of Canada
Visits to ontariotravel.net & Calls to 1-800-ONTARIO
The U.S. Consumer Confidence Index decreased
Jan-Feb 2001-2010
sharply by 19.4 points in February 2010 and now stands
at 46.0 (1985=100). 1,000,000 60,000
Source: The Conference Board
50,000
652,276
40,000
500,000 440,533 30,000
385,245 395,025
327,31 325,430 348,761
2
Employment 237,209 20,000
153,433
91,502 10,000
In February 2010, employment in Ontario’s tourism-
- 0
related industries was up 3.4% compared to February
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
2009.
During the first 2 months of 2010, tourism related Website Visits 1-800 calls
employment increased 1.6% versus 2009. Growth in the
Source: Ontario Tourism Marketing Partnership Corp.
Amusement/Recreation, accommodation and Gambling
industries were offset by declines in employment in
Retail, Air Transportation and Performing Arts.
Source: Statistics Canada, Labour Force Survey, Ontario Ministry
of Tourism and Culture
5
Tourism Performance Bulletin
ReleasedReleased in 2010
February 2008
Released in in February May 2010
Ontario Travel Information Centres
Attendance at Agencies
Visits to Ontario’s Travel Information Centres (TICs)
totalled about 28,000 in February 2010, a decrease of The following table shows the percentage change in total
18.3% over February 2009. visits at Ontario agencies:
During the first 2 months of 2010, there were about
Change in Visits to Ontario’s Agencies
54,000 visits to Ontario TICs, 15.6% less than in 2009.
Feb 2010 YTD Feb 2010 over
Agency
Change in Visits to Ontario’s TICs over Feb 2009 YTD Feb 2009
AGO +78% +70%
Feb 2010 YTD Feb 2010 over
Location
over Feb 2009 YTD Feb 2009 Fort William Historical Park -30% -29%
Barrie -5.3% -2.2% Huronia Historical Parks +76% +35%
Cornwall -37.7% -23.6%
McMichael Gallery -41% -31%
Fort Erie -32.6% -22.6%
Fort Frances -22.3% -13.0% Niagara Parks
+1% -3%
Niagara Falls -6.6% -1.6% Commission2
Sarnia -26.9% -39.1%
Ontario Heritage Trust -62% -50%
Sault Ste Marie 6.6% 2.6%
St. Catharines -11.8% -14.8% Ontario Place +46% +36%
Toronto -19.5% -17.5% Ontario Science Centre +44% +55%
Windsor Park -34.3% -28.3%
Royal Botanical Gardens -10% -3%
Windsor HC -30.5% -26.2%
Hill Island closed for season closed for season
Royal Ontario Museum -32% -26%
Kenora closed for season closed for season Science North +14% +13%
Lancaster closed for season closed for season
Pigeon River closed for season closed for season St Lawrence Parks3 closed closed
Prescott closed for season closed for season Source: Individual agencies are self-reporting
Rainy River closed for season closed for season
417 closed for season closed for season
TOTAL -18.3% -15.6%
Source: Ontario Ministry of Tourism and Culture
2
Niagara Parks Commission attractions include: Sir Adam Beck,
Butterfly Conservatory, Aerocar, Maid Of The Mist Elevator, White
Water Walk, Journey Behind The Falls, Niagara's Fury
3
St Lawrence Parks includes Fort Henry and Upper Canada Village
6