Maximizing Tourism Growth in Canada

2015 NATIONAL AFFAIRS REPORT
Rob Taylor, President & CEO (Interim), TIAC
50 States of Green
WHO IS TIAC?
•
Established in 1930
•
The only national organization representing the full cross-section of Canada's
$84.3 billion tourism industry
•
Members include:
Transport
Accommodations
Destinations
Attractions
2
TOURISM IN CANADA
Tourism is a robust and resilient sector in every region of the country:
$84.3 B
in economic activity
$18.2 B
in export revenue
(#1 service export sector)
$9.6 B in federal
government revenue
618,300
jobs – 205,500 youth jobs
(under 25)
3
WHAT DOES TIAC DO?
The ABCs of TIAC
A: ADVOCACY
M.A.P.: Marketing,
Access and Product
B: BUSINESS
DEVELOPMENT
Tourism Town Halls,
Workshops & Trade
Missions
C: CONNECTIVITY
B-to-B events such as
trade and media
shows
4
ADVOCACY
• The foundation on which
any business association
is built
• Success is achieved
through reliability,
relevance and resonance
5
BUSINESS DEVELOPMENT
• National resource for information,
interpretations
• Tools, service and benefits to increase
industry capacity, market readiness and
competitive advantage
6
CONNECTIVITY
Connectivity
• Alignment and collaboration
• Advocacy and political action
Research
• PTTIAs and DMOs
• Ducks Unlimited-Hunting and Angling
• Canadian Vintners Association-Wine
and Culinary Tourism
7
WHAT HAS TIAC DONE?
•
•
•
•
•
Federal Tourism Strategy
Visa reform
– Multi entry visas
– Increased funding for VACs
– CAN+ Program
Air Liberalization Agreements
Canada Transportation Act
Review
China ADS
8
WHAT ARE TIAC’s PRIORITIES?
MARKETING
ACCESS
• Increased funding for CTC
• Connecting America
• CTA Review
• Travel documentation
• eTA
PRODUCT & PEOPLE
• TFW
• Training
• Festival and events funding
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The Numbers
AN UNPARALLELED GLOBAL
ECONOMIC OPPORTUNITY
• Tourism is the world’s 4th fastest
growing industry
• 1 billion international travellers
• $1 trillion in total global exports
• Growth rate of 5%
(visitors and receipts)
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Country Rankings
The top 20 countries barely
comprise 50% of total visitation.
Between 2013/2010:
• Turkey 37% 
• United States 16% 
• Spain 15% 
• United Kingdom 11% 
• Canada 3% 
Canada’s Lost Decade
18M
-20,000
16M
-15,000
14M
Canada’s Travel
Deficit Rising ($M)
US Visitation Declining
(M)
-5,000
12M
2001
Sept. 11
attacks
-10,000
2002
SARS
2007
Global Recession
WHTI - US Passport required
2010
Canadian dollar
hits parity
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Total Tourism Spending in Canada (2007 Constant $)
2000
2012
Foreign 20%
Foreign 33%
Domestic 67%
$61.44 billion
Domestic 80%
$75.06 billion
Source: Statistics Canada Table 387-0001. Tourism Domestic Spending is the spending in Canada by Canadian visitors on domestically produced commodities. Foreign Tourism Spending is spending by
foreign visitors on Canadian-produced tourism goods and services. It includes spending that may take place outside of Canada, for instance, the purchase of an airline ticket from a Canadian international
carrier, to travel to Canada. It does not include expenses of crew members or medical and educational expenses.
Balancing Emerging AND Traditional Markets
Top 10 Inbound Markets
#2
#5
663,200
465,500
#4
#9
279,900
156,800
#10
#7
365,300
158,500
322,400
#6
#3
#1 Inbound Market
12,007,900
#8
238,400
154,400
ALL other markets do not add up to US numbers
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All “Tourism” Spending is Not the Same
Core tourism commodities/services:
• Lodging
• Food & Beverage
• Recreation & Entertainment
• Transportation (within Canada)
Other spending includes:
• Groceries and living expenses
• Retail purchases
U.S. travellers spend more on “core” tourism commodities than any other travellers
The Two-Nation Vacation
USA: Partner or Competitor?
• Complete alignment on target markets
• 21% of visitors to Canada stopped in U.S. first
• Greater prevalence with greater distance travelled
International Visitors to Canada that visited
the U.S. Prior to Arrival (2012)
Why US? Why Now?
Industry priority (Town
Halls & Nanos survey)
Strengthening US economy
(rising dollar)
US outbound travel is up
eTA (US exempt)
Passports - 37%
Demand for Canada is strong
– PhoCusWright survey
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PhoCusWright Survey: Demand is Back
•
PhoCusWright fielded a comprehensive survey
targeting leisure travellers in the US
•
6,079 surveys completed across the country
•Canada is top of mind for 7% of Americans planning
vacations
•Exceeds Disney World – 2% and compares favourably
with New York City – 8%
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What’s the Game Plan?
Connecting America CTC-led campaign to reconnect with
the US travel consumer, leading up to Canada’s 150th in
2017.
$35M federal co-investment per year for 3 years
Co-investment 1:1 – forging alignment
Significant opportunities exist:
• Ample air access
• US economy recovering
Success through Alignment and Change
Marketing, Advocacy & Sector Organizations (A-G)
Albert County Tourism Association
Alberta Bed & Breakfast Association Alberta Country Vacations Association
Alberta Culinary Tourism Alliance
Alberta Hotel & Lodging Association Alberta Sport Connection
Alberta's Lakeland Tourism
Association des Hôteliers du Quebec Association des hôtels du grand Montreal
Association of Canadian Travel Agencies (ACTA)
Association québécoise de l'industrie touristique
Athabasca County
Atlantic Canada Tourism Partnership
Atlantic Canada Trails Association
Attractions Ontario
ATV Ontario
Aventure Écotourisme Québec
Baccalieu Trail Tourism Association
Banff Lake Louise Tourism
Battlefords Tourism & Convention Association
BC Commercial Snowmobile Operators Association
BC Fishing Resorts and Outfitters Association
British Columbia Hotel Association Burin Heritage Tourism Association
Camping in Ontario
Canada West Ski Areas Association
Canadian Airports Council
Canadian Badlands
Canadian Camping and RV Council
Canadian Garden Tourism Council
Canadian Inbound Tourism Association Asia Pacific
Canadian Sport Tourism Alliance (CSTA)
Cariboo Chilcotin Coast Tourism Association
Cavendish Beach PEI
Central Counties Tourism (RTO 6)
Central Nova Tourist Association
Chinook Country Tourist Association
Clarington Tourism
Cree Outfitting and Tourism Association
Crown of the Continent
Deer Island Tourism Association
Destination Bluenose Coast
Destination British Columbia
Destination Cape Breton Island
Destination Osoyoos
Destination Southwest Nova Scotia
Destination St. John’s
Digby Area Tourism Association
Eastern Manitoba Tourism Association
Eastern Newfoundland Tourism Partnership
Economic Development Lethbridge
Edmonton Tourism
Edson and District Chamber of Commerce
Explore Southwest Alberta
Explorers' Edge
Festivals and Events Ontario
Festivals and Major Events Canada
Forks North Portage Partnership
Fort McMurray Tourism
Fredericton Tourism
Go Ski Alberta
Golf PEI
Grand Manan Tourism
Grande Prairie Regional Tourism Association
Greater Toronto Hotel Association
Guelph Tourism Services
Marketing, Advocacy & Sector Organizations (H-T)
Hamilton Halton Brant Regional Tourism Association
Harrington Harbour Tourism Association
Heritage Run Tourism Association
Hike Ontario
Hospitality Newfoundland and Labrador
Hotel Association of Canada
Hotel Association of Nova Scotia Hotel Association of P.E.I.
Hotel Association of Vancouver
Hotel/Motel Association of Newfoundland & Labrador Interkake Tourism Association
Iron Horse Trail Kalyna Country
Kootenay Rockies Tourism Association
Lac La Biche Region
Lacombe Regional Tourism Lakeland Tourism Association
Lanaudiere-Mauricie, Le Quebec authentique
Lesser Slave Lake Regional Tourism
Lloydminster Tourism Mackenzie Frontier Tourist Association
Manitoba Hotel Association Manitoba Rural Tourism Association
Meetings & Conventions Prince Edward Island
Mighty Peace Country
Mountain Bike Tourism Association
Muskoka Tourism
New Brunswick Bed and Breakfasts and Inns Association
New Brunswick Outfitters Association
New Brunswick Tourism, Heritage and Culture
Newell Region Tourism Association
Newfoundland and Labrador Tourism
Niagara Falls Tourism
Northern British Columbia Tourism Association
Northwest Territories Tourism
Nova Scotia Bed & Breakfast Association
Nova Scotia Tourism Agency
Nunavut Tourism
NWT Campgrounds: Spectacular Parks & Campgrounds
Ontario Accommodation Association
Ontario Culinary Tourism Alliance
Ontario Cycling Association
Ontario Federation of Anglers and Hunters
Ontario Federation of Snowmobile Clubs
Ontario Museums Association
Ontario Restaurant, Hotel & Motel Association Ontario Tourism Marketing Partnership
Ontario's Highlands
Ottawa Tourism
Ottawa Valley Tourist Association
Paddling Ontario – Canoe and Kayak Adventure Ontario
Parksville Qualicum Beach Tourism
PEI Aboriginal Tourism Marketing Circle
PEI Gay Tourism Association
Pilgrim Routes Travel Inc.
Quebec City Motorized Recreational Sports Show
Regional Tourism Organization 4
Regional Tourism Organization 7
Regional Tourism Organization 8
Resorts of Ontario
Rocky Mountain House and Clearwater County
Saskatchewan Hotel & Hospitality Association Saskatchewan Southwest Tourism Association
Shuswap Tourism - Columbia Shuswap Regional District
Société des Attractions Touristiques du Québec
Sooke Region Tourism Association
Southwest Ontario Tourism Corporation
Spectacular Northwest Territories
St. Jacobs Country
Sudbury Association of Bed and Breakfasts
Sunshine Coast Canada, BC
Tantramar Tourism Association
The Cowboy Trail Tourism Association
The Great Waterway (RTO 9)
Thompson Okanagan Tourism
Marketing, Advocacy & Sector Organizations (T-Z)
TIA PEI
Tourism Association of Vancouver Island
Tourism Atlantic
Tourism Burnaby
Tourism Calgary
Tourism Camrose
Tourism Canmore
Tourism Industry Association of B.C.
Tourism Industry Association of New Brunswick
Tourism Industry Association of Nova Scotia
Tourism Industry Association of Ontario
Tourism Industry Association of Vancouver Island
Tourism Industry Association of Yukon
Tourism Jasper
Tourism Kamloops
Tourism Kelowna
Tourism Kingston
Tourism Medicine Hat
Tourism Nanaimo
Tourism Northern Ontario
Tourism Partnership of Niagara
Tourism Prince Edward Island
Tourism Prince George
Tourism Regina
Tourism Richmond
Tourism Saskatchewan
Tourism Saskatoon
Tourism Sun Peaks
Tourism Tofino
Tourism Toronto
Tourism Vancouver
Tourism Victoria
Tourism Westman
Tourism Whistler
Tourism Winnipeg
Tourisme Bas-Saint-Laurent
Tourisme Centre-du-Québec
Tourisme Abitibi-Temiscamingue
Tourisme Autochtone Québec
Tourisme Baie-James
Tourisme Cantons-de-l'Est
Tourisme Centre-du-Québec
Tourisme Charlevoix
Tourisme Chaudière-Appalaches
Tourisme Duplessis
Tourisme Eastern Townships
Tourisme Gaspésie
Tourisme Îles-de-la-Madeleine
Tourisme Lanaudière
Tourisme Laurentides
Tourisme Laval
Tourisme Manicouagan
Tourisme Montréal
Tourisme Outaouais
Tourisme Québec
Tourisme Saguenay—Lac-Saint-Jean
Tourisme Mauricie
Tourisme Montérégie
Tourisme Nunavik
Travel Alberta
Travel Drumheller
Travel Manitoba
Travel Nordegg Twenty Valley Tourism Association
Vancouver, Coast and Mountains Tourism Region
Viking Trail Tourism Association
Visit Red Deer
Waskesiu Wilderness Region
Western Canada Mountain Bike Tourism Association
Western NL Destination Management
Wilderness Tourism Association
Wilderness Tourism Association of Yukon
Yarmouth & Acadian Shores
Yukon First Nation Tourism Association
Yukon First Nations Tourism Adventures
Combined Marketing Spending (2013)
$622,048,175
TOWARDS THE 2015 CAMPAIGN
• Alignment for success
• Insert tourism into the debate
•International Trade and Market
Development
•Youth Employment
• Local relevance
• National resonance
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