2015 NATIONAL AFFAIRS REPORT. Rob Taylor, President & CEO (Interim), TIAC. 50 States of Green

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1 2015 NATIONAL AFFAIRS REPORT Rob Taylor, President & CEO (Interim), TIAC 50 States of Green

2 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

3 TOURISM IN CANADA Tourism is a robust and resilient sector in every region of the country: $84.3 B in economic activity $9.6 B in federal government revenue $18.2 B in export revenue (#1 service export sector) 618,300 jobs 205,500 youth jobs (under 25) 3

4 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

5 ADVOCACY The foundation on which any business association is built Success is achieved through reliability, relevance and resonance 5

6 BUSINESS DEVELOPMENT National resource for information, interpretations Tools, service and benefits to increase industry capacity, market readiness and competitive advantage 6

7 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

8 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

9 WHAT ARE TIAC s PRIORITIES? MARKETING ACCESS PRODUCT & PEOPLE Increased funding for CTC Connecting America CTA Review Travel documentation eta TFW Training Festival and events funding 9

10 The Numbers

11 AN UNPARALLELED GLOBAL ECONOMIC OPPORTUNITY Tourism is the world s 4 th fastest growing industry 1 billion international travellers $1 trillion in total global exports Growth rate of 5% (visitors and receipts) 11

12 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%

13 18M Canada s Lost Decade -20,000 16M -15,000 14M US Visitation Declining (M) Canada s Travel Deficit Rising ($M) -10,000 12M -5, Sept. 11 attacks 2002 SARS 2007 Global Recession WHTI - US Passport required 2010 Canadian dollar hits parity 13

14 Total Tourism Spending in Canada (2007 Constant $) 2000 Foreign 33% 2012 Foreign 20% Domestic 67% Domestic 80% $61.44 billion $75.06 billion Source: Statistics Canada Table 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.

15 1 Balancing Emerging AND Traditional Markets Top 10 Inbound Markets #2 #5 #8 663, , ,500 #3 #6 #9 465, , ,800 #1 Inbound Market 12,007,900 #4 365,300 #7 238,400 #10 154,400 ALL other markets do not add up to US numbers

16 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

17 The Two-Nation Vacation USA: Partner or Competitor? International Visitors to Canada that visited the U.S. Prior to Arrival (2012) Complete alignment on target markets 21% of visitors to Canada stopped in U.S. first Greater prevalence with greater distance travelled

18 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 18

19 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% 19

20 What s the Game Plan? Connecting America CTC-led campaign to reconnect with the US travel consumer, leading up to Canada s 150 th in $35M federal co-investment per year for 3 years Co-investment 1:1 forging alignment Significant opportunities exist: Ample air access US economy recovering

21 Success through Alignment and Change

22 Marketing, Advocacy & Sector Organizations (A-G) Albert County Tourism Association British Columbia Hotel Association Destination Osoyoos Alberta Bed & Breakfast Association Burin Heritage Tourism Association Destination Southwest Nova Scotia Alberta Country Vacations Association Camping in Ontario Destination St. John s Alberta Culinary Tourism Alliance Canada West Ski Areas Association Digby Area Tourism Association Alberta Hotel & Lodging Association Canadian Airports Council Eastern Manitoba Tourism Association Alberta Sport Connection Canadian Badlands Eastern Newfoundland Tourism Partnership Alberta's Lakeland Tourism Canadian Camping and RV Council Economic Development Lethbridge Association des Hôteliers du Quebec Canadian Garden Tourism Council Edmonton Tourism Association des hôtels du grand Montreal Canadian Inbound Tourism Association Asia Pacific Edson and District Chamber of Commerce Association of Canadian Travel Agencies (ACTA) Canadian Sport Tourism Alliance (CSTA) Explore Southwest Alberta Association québécoise de l'industrie touristique Cariboo Chilcotin Coast Tourism Association Explorers' Edge Athabasca County Cavendish Beach PEI Festivals and Events Ontario Atlantic Canada Tourism Partnership Central Counties Tourism (RTO 6) Festivals and Major Events Canada Atlantic Canada Trails Association Central Nova Tourist Association Forks North Portage Partnership Attractions Ontario Chinook Country Tourist Association Fort McMurray Tourism ATV Ontario Clarington Tourism Fredericton Tourism Aventure Écotourisme Québec Cree Outfitting and Tourism Association Go Ski Alberta Baccalieu Trail Tourism Association Crown of the Continent Golf PEI Banff Lake Louise Tourism Deer Island Tourism Association Grand Manan Tourism Battlefords Tourism & Convention Association Destination Bluenose Coast Grande Prairie Regional Tourism Association BC Commercial Snowmobile Operators Association Destination British Columbia Greater Toronto Hotel Association BC Fishing Resorts and Outfitters Association Destination Cape Breton Island Guelph Tourism Services

23 Marketing, Advocacy & Sector Organizations (H-T) Hamilton Halton Brant Regional Tourism Association Mountain Bike Tourism Association Paddling Ontario Canoe and Kayak Adventure Ontario Harrington Harbour Tourism Association Muskoka Tourism Parksville Qualicum Beach Tourism Heritage Run Tourism Association New Brunswick Bed and Breakfasts and Inns Association PEI Aboriginal Tourism Marketing Circle Hike Ontario New Brunswick Outfitters Association PEI Gay Tourism Association Hospitality Newfoundland and Labrador New Brunswick Tourism, Heritage and Culture Pilgrim Routes Travel Inc. Hotel Association of Canada Newell Region Tourism Association Quebec City Motorized Recreational Sports Show Hotel Association of Nova Scotia Newfoundland and Labrador Tourism Regional Tourism Organization 4 Hotel Association of P.E.I. Niagara Falls Tourism Regional Tourism Organization 7 Hotel Association of Vancouver Northern British Columbia Tourism Association Regional Tourism Organization 8 Hotel/Motel Association of Newfoundland & Labrador Northwest Territories Tourism Resorts of Ontario Interkake Tourism Association Nova Scotia Bed & Breakfast Association Rocky Mountain House and Clearwater County Iron Horse Trail Nova Scotia Tourism Agency Saskatchewan Hotel & Hospitality Association Kalyna Country Nunavut Tourism Saskatchewan Southwest Tourism Association Kootenay Rockies Tourism Association NWT Campgrounds: Spectacular Parks & Campgrounds Shuswap Tourism - Columbia Shuswap Regional District Lac La Biche Region Ontario Accommodation Association Société des Attractions Touristiques du Québec Lacombe Regional Tourism Ontario Culinary Tourism Alliance Sooke Region Tourism Association Lakeland Tourism Association Ontario Cycling Association Southwest Ontario Tourism Corporation Lanaudiere-Mauricie, Le Quebec authentique Ontario Federation of Anglers and Hunters Spectacular Northwest Territories Lesser Slave Lake Regional Tourism Ontario Federation of Snowmobile Clubs St. Jacobs Country Lloydminster Tourism Ontario Museums Association Sudbury Association of Bed and Breakfasts Mackenzie Frontier Tourist Association Ontario Restaurant, Hotel & Motel Association Sunshine Coast Canada, BC Manitoba Hotel Association Ontario Tourism Marketing Partnership Tantramar Tourism Association Manitoba Rural Tourism Association Ontario's Highlands The Cowboy Trail Tourism Association Meetings & Conventions Prince Edward Island Ottawa Tourism The Great Waterway (RTO 9) Mighty Peace Country Ottawa Valley Tourist Association Thompson Okanagan Tourism

24 Marketing, Advocacy & Sector Organizations (T-Z) TIA PEI Tourism Saskatchewan Tourisme Laval Tourism Association of Vancouver Island Tourism Saskatoon Tourisme Manicouagan Tourism Atlantic Tourism Sun Peaks Tourisme Montréal Tourism Burnaby Tourism Tofino Tourisme Outaouais Tourism Calgary Tourism Toronto Tourisme Québec Tourism Camrose Tourism Vancouver Tourisme Saguenay Lac-Saint-Jean Tourism Canmore Tourism Victoria Tourisme Mauricie Tourism Industry Association of B.C. Tourism Westman Tourisme Montérégie Tourism Industry Association of New Brunswick Tourism Whistler Tourisme Nunavik Tourism Industry Association of Nova Scotia Tourism Winnipeg Travel Alberta Tourism Industry Association of Ontario Tourisme Bas-Saint-Laurent Travel Drumheller Tourism Industry Association of Vancouver Island Tourisme Centre-du-Québec Travel Manitoba Tourism Industry Association of Yukon Tourisme Abitibi-Temiscamingue Travel Nordegg Tourism Jasper Tourisme Autochtone Québec Twenty Valley Tourism Association Tourism Kamloops Tourisme Baie-James Vancouver, Coast and Mountains Tourism Region Tourism Kelowna Tourisme Cantons-de-l'Est Viking Trail Tourism Association Tourism Kingston Tourisme Centre-du-Québec Visit Red Deer Tourism Medicine Hat Tourisme Charlevoix Waskesiu Wilderness Region Tourism Nanaimo Tourisme Chaudière-Appalaches Western Canada Mountain Bike Tourism Association Tourism Northern Ontario Tourisme Duplessis Western NL Destination Management Tourism Partnership of Niagara Tourisme Eastern Townships Wilderness Tourism Association Tourism Prince Edward Island Tourisme Gaspésie Wilderness Tourism Association of Yukon Tourism Prince George Tourisme Îles-de-la-Madeleine Yarmouth & Acadian Shores Tourism Regina Tourisme Lanaudière Yukon First Nation Tourism Association Tourism Richmond Tourisme Laurentides Yukon First Nations Tourism Adventures

25 Combined Marketing Spending (2013) $622,048,175

26 TOWARDS THE 2015 CAMPAIGN Alignment for success Insert tourism into the debate International Trade and Market Development Youth Employment Local relevance National resonance 26 26