MAY 2010

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					                       Tourism Performance Bulletin

                                                                                                   Released February 2008 2010
                                                                                                        Released in August
                                                                                                 Released in in February 2010


MAY 2010
                                                            Tourism Industry Statistics
Highlights

                                                            Border Crossings
 May 2010 over May 2009:
                                                            Total International Entries
  Crossings from the U.S. to Ontario decreased
   17.6%, with same-day travel down 22.8% and               In May 2010, there were 1.1 million (U.S. and overseas)
   overnight crossings down 11.9%.                          border crossings into Ontario, a decrease of 14.6%
                                                            compared to May 2009. In 2009, May accounted for
  Travel from overseas markets to Ontario                  9.8% of Ontario’s annual international border crossings.
   increased by 10.1%.
                                                            For the first 5 months of 2010, total international border
  Travel by Ontarians to the U.S. increased by
                                                            crossings declined by 13.6% over 2009 to 4.0 million
   10.1% (same-day crossings up 6.8% and
                                                            entries.
   overnight crossings up 15.0%), and travel to
   overseas countries grew 16.7%.
                                                            U.S. Entries
  Employment in Ontario’s tourism-related                  U.S. entries accounted for 86% of international entries
   industries decreased by 0.9%.                            into Ontario in May 2010. During this month, U.S. border
  Ontario’s Travel Price Index decreased by                crossings into Ontario declined 17.6% over May 2009 to
   1.2%.                                                    943,000 crossings. Same-day entries declined 22.8%
                                                            while overnight entries decreased 11.9%.

 YTD May 2010 versus YTD May 2009:                                                U.S. Border Crossings to Ontario,
                                                                                         Jan-May 1972 - 2010
  U.S. crossings to Ontario decreased 15.5%,                             10
   with same-day crossings down 19.8% and
   overnight crossings down 9.7%.                                         8

  Visits from overseas markets to Ontario grew                           6
                                                               millions




   3.2%.
                                                                          4
  Ontarians’ crossings to the U.S. grew by 9.0%
   (same-day visits up 10.5% and overnight                                2
   entries up 6.9%), while travel to overseas
   countries increased 4.6%.                                              0
                                                                               1972
                                                                               1974
                                                                               1976
                                                                               1978
                                                                               1980
                                                                               1982
                                                                               1984
                                                                               1986
                                                                               1988
                                                                               1990
                                                                               1992
                                                                               1994
                                                                               1996
                                                                               1998
                                                                               2000
                                                                               2002
                                                                               2004
                                                                               2006
                                                                               2008
                                                                               2010
                                                                               Same day                      Overnight

Inside This Issue
                                                            Source: Statistics Canada


Tourism Industry               Consumer Response
                                                            During Jan-May 2010, there were 3.5 million border
Border Crossings           1   1-800-ONTARIO            5   crossings from the U.S. to Ontario, a decrease of 15.5%
                                                            over 2009. Same-day crossings declined 19.8% with
Accommodation Statistics   4   OntarioTravel.net        5
                                                            468,000 fewer crossings and overnight crossings dropped
Travel Price Index         4   Ontario Travel               9.7% or 168,000 fewer crossings.
                                                        6
Economic Indicators            Information Centres

Consumer Confidence        5   Attendance at Agencies   6

Employment                 5

                                                                                                                         1
                                         Tourism Performance Bulletin

                                                                                                                                    Released February 2008 2010
                                                                                                                                         Released in August
                                                                                                                                  Released in in February 2010

In May 2010, U.S. entries decreased to all regions in
                                                                                           In May 2010, overseas entries increased to all regions
Canada. During the first 5 months of 2010, U.S. entries                                    with Ontario reporting the largest growth. Similarly, all
declined to all regions except B.C. (likely due to Winter                                  regions in Canada experienced growth in overseas
Olympics). Ontario accounted for 55% of U.S. entries into                                  entries in Jan-May 2010 with B.C. entries up the most at
Canada in May 2010.                                                                        4.2%. Ontario accounted for 38% of Canada’s overseas
                                                                 U.S. Entries,             entries during May 2010.
                             U.S. Entries,
    Province                                             YTD May 2010 over YTD
                      May 2010 over May 2009                                                               Overseas Entries,              Overseas Entries,
                                                                  May 2009
                                                                                            Province     May 2010 over May             YTD May 2010 over YTD
                       Entries*         % change            Entries*            % change
                                                                                                                 2009                         May 2009
    Canada            1,705,665         -13.6%           6,222,523               -9.5%                   Entries*        % change       Entries*     % change
    B.C.              387,988           -10.8%           1,411,194               3.6%
                                                                                            Canada      400,609           8.0%         1,327,877       3.0%
    Ontario           943,091           -17.6%           3,457,145              -15.5%
    Quebec            170,884            -5.4%              663,494              -5.3%      B.C.        141,462           7.8%         463,005         4.2%

Source: Statistics Canada                                                                   Ontario     151,019           10.1%        493,306         3.2%
                                                                                            Quebec       66,413           5.4%         231,767         2.5%
U.S. Entries: Mode of Transportation                                                       Source: Statistics Canada
In May 2010, 80% of U.S. entries to Ontario were via
automobile, 13% by commercial air travel1, 4% by bus
                                                                                           Overseas Entries: Traditional Markets
and 2% by other modes. Entries by automobile were
down 21.4% in May 2010 and down 19.0% for the 5                                            In May 2010, arrivals from the U.K. declined while
months ending May 2010 compared with 2009.                                                 arrivals from all other traditional markets grew. Arrivals
Commercial air travel from the U.S. was up 6.6% in May                                     from Germany were up 6.0%, entries from Japan
2010 and entries by bus declined 7.1%.                                                     increased 60.1% and arrivals from France grew 1.2%
                                                                                           over May 2009.
Overseas Entries
                                                                                           During Jan-May 2010, arrivals from Japan were up
In May 2010, the 151,000 overseas entries into Ontario
                                                                                           38.9% and entries from Germany grew 5.3% while
accounted for 13.8% of the province’s total international
                                                                                           arrivals from the U.K. and France declined compared to
entries, an increase of 10.1% compared to May 2009.
                                                                                           2009.
May accounted for 8.6% of overseas entries in 2009.
                                                                                                                       May 2010           YTD May 2010 over
                                                                                            Market
During the first 5 months of 2010, overseas entries to                                                              over May 2009           YTD May 2009
Ontario grew 3.2% over 2009.                                                                                  Entries*      % change      Entries*   % change

                                                                                            U.K.              27,129         -1.8%       83,476       -4.6%
                      O v er s eas Bo r d er C r o s s in g s to O n tar io ,
                                  Jan -May 1972 - 2010                                      Germany           12,420         6.0%        37,189        5.3%
                600
                                                                                            Japan              8,023         60.1%       24,980       38.9%
                                                                                            France             5,742         1.2%        20,496       -3.1%
                400                                                                        Source: Statistics Canada
    thousands




                200                                                                        Overseas Entries: Emerging Markets
                                                                                           Arrivals from most overseas countries grew in May 2010
                                                                                           compared to May 2009 with entries from China and
                  0
                                                                                           Hong Kong each grew 45%. During the first 5 months of
                      1972
                      1974
                      1976
                      1978
                      1980
                      1982
                      1984
                      1986
                      1988
                      1990
                      1992
                      1994
                      1996
                      1998
                      2000
                      2002
                      2004
                      2006
                      2008
                      2010




                                                                                           2010, arrivals were up from all reported countries except
                                                                                           Mexico (-45.6%), and the Netherlands (-11.9%). Entries
                                             Total visits                                  from India increased 28.9%, and arrivals from South
                                                                                           Korea were up 21.7% in Jan-May 2010 versus 2009.
Source: Statistics Canada




1
    Commercial Air Travel represents 96% of all air travel
                                                                                                                                                                2
                                Tourism Performance Bulletin

                                                                                                                                                  Released February 2008 2010
                                                                                                                                                       Released in August
                                                                                                                                                Released in in February 2010

                            May 2010        YTD May 2010 over                                            O u tbo u nd Bo r der C r o s s in g s to th e U .S .,
 Market                                                                                                                            Jan-May 1990 - 2010
                      over May 2009          YTD May 2009               12
                   Entries*     % change   Entries*   % change                                                                                            Same-day                                  Overnight
 India              9,861        37.9%     24,225      28.9%            10

 Brazil             4,509        39.0%     19,523      19.6%
                                                                             8
 China              5,763        44.5%     19,185      11.2%




                                                                  millions
 South Korea        5,585        34.8%     17,468      21.7%                 6
 Mexico             3,449       -30.4%     15,442     -45.6%
                                                                             4
 Australia          4,196        -2.4%     13,066      3.0%
 Italy              4,053        3.6%      12,466      2.9%                  2
 Hong Kong          3,646        44.9%     11,088      12.0%
                                                                             0
 Netherlands        3,797        -2.7%     10,577     -11.9%




                                                                                 1990
                                                                                        1991
                                                                                               1992
                                                                                                      1993
                                                                                                             1994
                                                                                                                    1995
                                                                                                                           1996
                                                                                                                                  1997
                                                                                                                                         1998
                                                                                                                                                1999
                                                                                                                                                       2000
                                                                                                                                                       2001
                                                                                                                                                              2002
                                                                                                                                                                     2003
                                                                                                                                                                            2004
                                                                                                                                                                                   2005
                                                                                                                                                                                          2006
                                                                                                                                                                                                 2007
                                                                                                                                                                                                        2008
                                                                                                                                                                                                               2009
                                                                                                                                                                                                                      2010
Source: Statistics Canada


                                                                 Source: Statistics Canada
Outbound Travel
                                                                 During the first five months of 2010, there were 8.7 million
Total International Travel                                       border crossings from Ontario to the U.S., an increase of
                                                                 9.0% over 2009. Same-day visits grew 10.5% or 479,000
During May 2010, Ontarians made 2.2 million
                                                                 entries while overnight visits increased 6.9% or 237,000
international border crossings (U.S. and overseas), an
                                                                 entries compared to 2009.
increase of 11.0% versus May 2009.
Total international border crossings by Ontarians
increased 8.1% to 10.7 million crossings during Jan-May          Travel to Overseas Countries
2010 compared to 2009.                                           In May 2010, overseas travel represented 15% of Ontario
Ontario continues to generate more visitors to                   resident’s international border crossings with 328,000
international destinations than it receives: in Jan-May          crossings. Travel to overseas countries grew 16.7% in
2010, there were 4.0 million international entries into          May 2010 compared to May 2009.
Ontario compared to 10.7 million international border            During Jan-May 2010, Ontarians made 2.0 million
crossings made by Ontarians.                                     overseas crossings, up 4.6% from 2009.


Travel to the U.S.                                                                  Outb ound Bord e r Crossings to Ove rse a s Countrie s,
                                                                                                                           J a n-Ma y 1 9 9 0 - 2 0 1 0
In May 2010, travel to the U.S. accounted for 85% of                         2.5

Ontarian’s international visits. Ontario residents made 1.9
                                                                             2.0
million entries into the U.S. in May 2010, 10.1% more
than in May 2009. Same-day visits, which represented
                                                                             1.5
59% of entries, grew 6.8% while overnight visits
                                                                  millions




increased 15.0%.
                                                                             1.0


                                                                             0.5


                                                                             -
                                                                                        1990
                                                                                        1991
                                                                                                  1992
                                                                                                         1993
                                                                                                         1994
                                                                                                                      1995
                                                                                                                      1996
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                                                                                                                                    1998
                                                                                                                                                 1999
                                                                                                                                                 2000
                                                                                                                                                 2001
                                                                                                                                                               2002
                                                                                                                                                               2003
                                                                                                                                                                            2004
                                                                                                                                                                            2005
                                                                                                                                                                                          2006
                                                                                                                                                                                                 2007
                                                                                                                                                                                                 2008
                                                                                                                                                                                                           2009
                                                                                                                                                                                                           2010




                                                                 Source: Statistics Canada




                                                                                                                                                                                                                         3
                                   Tourism Performance Bulletin

                                                                                                                            Released February 2008 2010
                                                                                                                                 Released in August
                                                                                                                          Released in in February 2010


Accommodation                                                                                                     Ontario Hotel ADRs,
                                                                                                                  Jan-May 2001-2010
Occupancy Rates                                                                       $130
                                                                                                                                               $125
In May 2010, the occupancy rate at Ontario hotels was                                                                           $121
                                                                                                                                        $123
61.9%, up 3.2 percentage points over May 2009.                                        $120
                                                                                                                                                      $119
                                                                                                                                                             $118
                                                                                                                         $116
                                                                                             $114                 $113
Downtown Ottawa reported occupancy of 81.2% and                                                     $113
                                                                                                           $110
downtown Toronto recorded occupancy of 77.1%.                                         $110
Compared to May 2009, occupancy was up in all regions
other than Kingston, Ottawa East, Southern Ontario, Sault                             $100
Ste. Marie and North Bay.                                                                    2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

During the first 5 months of 2010, hotel occupancy in
Ontario was 54.2%, up 1.7 percentage points compared                                Source: PKF Consulting, Hotel Trends
to 2009.
Downtown Toronto, Toronto Airport, downtown Ottawa,
                                                                                    Revenue per Available Room
Sudbury and North Western Ontario all posted a 5 month
occupancy rate over 60%. Occupancy rates in all regions                             Revenue per available room (revPAR) was $73.44 in
other than Eastern Ontario, Ottawa and North Eastern                                May 2010, up 4.7% over May 2009. During January-
Ontario increased in Jan-May 2010 compared to 2009.                                 May 2010, revPAR grew 2.1% to $63.72 compared to
                                                                                    January-May 2009.

                    Ontario Hotel Occupancy Rates,                                  Travel Price Index (TPI)
                          Jan-May 2001-2010
                                                                                    Ontario’s TPI decreased 1.2% in May 2010 compared to
         59.8%                                58.5%                                 May 2009; decreases in transportation and
   60%
                 56.5%
                                                      57.5% 57.1%                   accommodation costs were offset by higher food and
                                 56.1 56.5%
                                     %
                                                                            54.2%
                                                                                    beverage prices. This compares to a 1.9% increase in
   55%
                         52.3%                                      52.5%           the Ontario Consumer Price Index (CPI).
   50%                                                                              During the first 5 months of 2010, the Ontario TPI grew
                                                                                    0.2% compared to 2009 while Ontario’s CPI increased
   45%                                                                              1.8%.

   40%
                                                                                          Ontario             May 2010 over              YTD May 2010 over
         2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
                                                                                          Index                 May 2009                   YTD May 2009
                                                                                          TPI                        -1.2%                       0.2%
Source: PKF Consulting, Hotel Trends
                                                                                          CPI                        1.9%                        1.8%
                                                                                    Source: Statistics Canada, Ontario Ministry of Tourism and Culture
Average Daily Rates
The average daily rate (ADR) decreased slightly by 0.6%
in May 2010 to $118.63.                                                             The U.S. Travel Price Index for May 2010 was up 5.9%
                                                                                    over May 2009 while the U.S. CPI was up 2.0%.
In May 2010, ADR was highest in downtown Toronto at
$153.09 and lowest in Ottawa East at $92.96. Downtown
                                                                                                                  May 2010 over
Toronto, Windsor, Central Ontario, North Bay and Sault                                    U.S. Index                May 2009
Ste. Marie reported an increase in monthly ADR                                            TPI                         +5.9%
compared to the previous year while ADR in all other
                                                                                          CPI                         +2.0%
regions declined.
                                                                                    Source: Travel Industry Association of America
During Jan-May 2010, Ontario ADR was down 1.0% to
$117.58 compared to Jan-May 2009. Year-to-date ADR
was up in downtown Toronto, Kingston and Northern
Ontario.
                                                                                                                                                                    4
                               Tourism Performance Bulletin

                                                                                                                            Released February 2008 2010
                                                                                                                                 Released in August
                                                                                                                          Released in in February 2010


Economic Indicators
                                                                       Consumer Response Indicators
Consumer Confidence
The Canadian Index of Consumer Confidence increased                    1-800-ONTARIO
4.5 points in May 2010 to 89.3 (2002 = 100). The
                                                                       There were approximately 18,500 calls to the
balance of opinion grew on three components but fell on
                                                                       1-800-ONTARIO call centre in May 2010,
a good time to make major purchases.
                                                                       an increase of 36.3% over May 2009.
Confidence increased slightly in Ontario and grew in all               Throughout the first 5 months of 2010, there were about
other regions except the Atlantic provinces. It grew 0.5               61,000 calls, an increase of 43.5% over 2009.
points to 85.8 in Ontario in May 2010.
                                                                       1-800-ONTARIO has seen an increase in the number of
                                            Point change May 2010      Ontario Parks related calls since Ontario Parks updated
 Region                    May 2010               vs Apr 2010
                                                                       their website and reservation system in late 2009.
 Canada                       89.3                    +4.5             Source: Electronic Data Systems
 B.C.                         102.7                   +10.0
 Prairie provinces            97.7                    +4.0
                                                                       OntarioTravel.net
 Ontario                      85.8                    +0.5             In May 2010, there were approximately 456,000 user
 Quebec                       81.2                    +11.8            sessions on www.ontariotravel.net, Ontario’s travel
 Atlantic provinces           86.5                     -8.2
                                                                       website, an increase of 58.5% in the number of user
                                                                       sessions on the main website compared to May 2009.
Source: The Conference Board of Canada
                                                                       During Jan-May 2010, there were approximately 1.8
The U.S. Consumer Confidence Index dropped 3.6                         million user sessions on the main site of the province’s
points in May 2010 and now stands at 54.3 (1985=100).                  travel website, up 57.5% from 2009.
Source: The Conference Board of Canada                                 The Winter Olympic campaign, Search Engine Marketing
                                                                       and Social Media tactics all contributed to this increase
Employment                                                             in user sessions.
In May 2010, employment in Ontario’s tourism-related
industries dropped 0.9% compared to May 2009. This                                           Visits to ontariotravel.net & Calls to 1-800-ONTARIO
compares to a 2.4% increase in total employment in                                                            Jan-May 2001-2010
Ontario.                                                                                   2.0                                                                180
                                                                                                                                                        1.8

                                                                                                                                                              150




                                                                                                                                                                    1-800 Calls (000s)
                                                   YTD May 2010 over
                                                                          Website Visits




                                                                                           1.5
                             May 2010 over
                                                                           (millions)




                                                                                                                                      1.2   1.2               120
 Ontario Employment            May 2009               YTD May 2009                                                                                1.1
                                                                                                                                1.0
                                                                                           1.0                      0.8   0.8                                 90
 Tourism Employment               -0.9%                   +1.2%
                                                                                                              0.5                                             60
 Total Employment                 2.4%                        1.0%                                      0.5
                                                                                           0.5
                                                                                                  0.3
                                                                                                                                                              30

During the first 5 months of 2010, tourism-related                                         0.0                                                                0

employment increased 1.2% versus 2009. Growth in the                                             2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Amusement/Recreation, Travel Accommodations and                                                               Website Visits          1-800 calls
Accommodation/Food Service industries was offset by
declines in employment in Retail and Motion Picture &                  Source: Ontario Tourism Marketing Partnership Corporation
Video industries.
Source: Statistics Canada, Labour Force Survey, Ontario Ministry
of Tourism and Culture




                                                                                                                                                                                  5
                              Tourism Performance Bulletin

                                                                                                       Released February 2008 2010
                                                                                                            Released in August
                                                                                                     Released in in February 2010

Ontario Travel Information Centres
                                                                  Attendance at Agencies
Visits to Ontario’s Travel Information Centres (TICs)
totalled about 84,000 in May 2010, a decrease of 6.9%             The following table shows the percentage change in total
over May 2009.                                                    visits at Ontario agencies:
During the first 5 months of 2010, there were
approximately 224,000 visits to Ontario TICs, 9.2% less               Change in Visits to Ontario’s Agencies
than in 2009.                                                                                          May 2010      YTD May 2010 over
                                                                      Agency
                                                                                                     over May 2009     YTD May 2009
  Change in Visits to Ontario’s TICs                                  AGO                                    -39%                +45%
                           May 2010           YTD May 2010 over
 Location                                                             Fort William Historical Park            +6%                -11%
                         over May 2009            YTD May 2009
 Barrie                      2.7%                    -0.9%            Huronia Historical Parks                -4%                     -5%
 Cornwall                   -26.0%                  -21.7%            McMichael Gallery                      -33%                 -26%
 Fort Erie                  -37.5%                  -26.8%
                                                                      Niagara Parks
 Fort Frances                3.9%                    -2.1%                                                    +5%                 +9%
                                                                      Commission2
 Niagara Falls              -11.8%                   -3.4%
 Sarnia                     19.9%                    5.0%             Ontario Heritage Trust                +72%                 +36%
 Sault Ste Marie            17.8%                    7.2%             Ontario Place                         +93%                 +75%
 St. Catharines             -12.6%                  -13.9%
                                                                      Ontario Science Centre                +10%                 +15%
 Toronto                    -13.6%                  -10.9%
 Windsor Park               -28.3%                  -28.1%            Royal Botanical Gardens               +69%                 +51%
 Windsor HC                 -19.9%                  -23.6%            Royal Ontario Museum                   -18%                 -27%
 Hill Island                 3.0%                    3.0%
                                                                      Science North                         +0.3%                +12%
 Kenora                      -0.5%                   -0.5%
 Lancaster                  -16.2%                  -16.2%            St Lawrence Parks3                     -29%                 -29%
 Pigeon River                55.3%                   55.3%
 Prescott                    31.0%                   31.0%
 Rainy River                 -4.2%                   -4.2%
                                                                  Ontario Place hosted a Girl Guide celebration and a
                                                                  concert in May 2010.
 417                         5.6%                    5.6%
 TOTAL                       -6.9%                   -9.2%
Source: Ontario Ministry of Tourism and Culture


Crossings via the Cornwall bridge have been declining
due to protests. This disruption began in May 2009 and
many travellers are using alternate crossings which have
led to fewer visits to the Cornwall TIC.

Fort Erie and Windsor TICs have seen fewer visits as a
result in the decline of U.S. border crossings.

Visits to the Pigeon River TIC have increased with an
increased number of visitors purchasing fishing licenses.

Prescott recorded an increase in visits from travellers on
day trips likely driven by the favourable weather.
                                                                  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

				
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