TORONTO, Jan. 22, 2013 /CNW/ - The economic impact of arts and culture tourism in Ontario is
considerable according to a new analysis released today by the Ontario Arts Council (OAC). Ontario Arts and Culture Tourism Profile, the report prepared for OAC by Research Resolutions & Consulting Ltd., provides a comprehensive profile of Ontario's arts and culture
Arts and culture are a key part of Ontario's tourism industry.
9.5 million overnight tourists to Ontario participated in arts and
culture activities during their trips in 2010 - representing 22% of all
Ontario's overnight visitors.
A high proportion of Ontario's foreign tourists engage in arts and
cultural activities. American arts and culture tourists represent 39%
of all American overnight visitors to Ontario in 2010. Sixty-three
percent of Ontario's overseas visitors engaged in an arts or culture
activity during their trip in 2010.
The economic impact of Ontario's arts and culture tourism is
Arts and culture tourist spending generated:
$3.7 billion in GDP province-wide in 2010
67,000 jobs and $2.4 billion in wages
$1.7 billion in taxes
Arts and culture tourists spend more, and stay longer.
The average Ontario arts and culture tourist spends twice as much per
trip as does a typical tourist - $667 per trip versus $374.
On average, arts and culture tourists spend 4.4 nights in Ontario - 42%
longer than the typical tourist at 3.1 nights.
Spending in Ontario by arts and culture tourists totaled $4.1 billion in
2010 - representing 36% of spending by all overnight tourists in the
province that year.
Many sectors of Ontario's economy benefit from arts and culture tourist
spending. For example, Ontario's arts and culture tourists spent $1.1
billion on lodging, $1.1 billion on food and beverages, $600 million on
retail and $500 million on entertainment and recreation in 2010.
Arts and culture tourism is a primary motivator for travel.
44% of North American tourists with Ontario travel experience said that
arts and culture was their main reason for traveling for at least one
of their trips.
Some arts and culture activities are more likely to motivate trips than
others. For example, 14% of these North American tourists were
motivated to travel by music performances, 11% by theatre, and 8% by
Click here for access to the Executive Summary and full report.
"This report shows the important role that arts and culture play in
Ontario's tourism industry in terms of spending, economic impact and
attracting visitors," said Martha Durdin, OAC Chair. "It also provides useful information on how to further tap into this
large potential market for the province's arts and culture offerings."
"Cultural tourism is a powerful force that is transforming global travel
and trends," said Michael Chan, Minister of Tourism, Culture and Sport. "Our diverse arts, culture and heritage has helped us attract visitors
from within our borders and beyond to explore and experience our
exciting province. Our government is committed to evolving our tourism
strategy to align with our cultural assets - for example, harnessing
live music experiences that will drive our economy and firmly place
Ontario on the international map as a premier cultural travel
"As one of Canada's best known destinations for theatre, the important
economic link between the arts and tourism is well established in the
City of Stratford through the Stratford Festival," says Anita Gaffney, Executive Director of the Stratford Festival. "Many other Ontario towns and cities have thriving arts scenes that
may not be as well recognized for their tourism impact. This report
makes it clear that this link deserves further attention."
The report is based on an analysis of several existing travel industry
surveys: Travel Survey of Residents of Canada 2010 (TSRC);
International Travel Survey 2010 (ITS US & OVS), and Travel Activities
and Motivations Surveys (TAMS Canada & US, 2006). The report includes
information on the number, characteristics and impact of Ontario's arts
and culture tourists including, volume, country of origin, activities,
trip characteristics, tourist spending, economic impact, market share,
motivations, and demographic characteristics.
The Ontario Arts Council is the province of Ontario's primary funding
body for professional arts activity. Since 1963, OAC has played a vital
role in promoting and assisting the development of arts and artists for
the enjoyment and benefit of Ontarians.
Ce document existe également en français.
SOURCE: Ontario Arts Council
For further information:
Director of Communications
Ontario Arts Council
416-969-7403 | 1-800-387-0058, ext. 7403