Lanark County Tourism Statistics Comparison 2006 to 2008

Lanark County Tourism Statistics Comparison 2006 to 2008

Contents Executive Summary... 3 Figure 1: Total Visits to Lanark County from 2006 to 2008... 5 Figure 2: Where Were Visitors Coming From? (Top 10 Places 2006 to 2008)... 6 Figure 3.1: What Brought Visitors to Lanark County?... 7 Figure 3.2: What Brought Overnight Visitors to Lanark County?... 8 Figure 4: The Age of Visitors that Travelled to Lanark County... 9 Figure 5: What Activities did Lanark County Visitors Participate In?... 10 Figure 6: How Many Visitors Stayed Overnight in Lanark County? (2006 to 2008)... 11 Figure 7: How Much Revenue Did Tourism Bring to Lanark County? (2006 to 2008)... 12 Figure 8: What Were Visitors Spending Their Money On?... 13 Conclusion... 14 References... 14 Page 2 of 14

Executive Summary This document is an analysis and interpretation of the results of the 2006 to 2008 Ontario Ministry of Tourism, Regional Tourism Profiles. It has been prepared by Lanark County Tourism, and its purpose is to display a visual figure of statistical results from 2006 to 2008 for easy interpretation. This document highlights tourism trends within Lanark County. These results help to formulate and support tourism initiatives, future actions, and to maximize success. We can share the information with our municipalities, stakeholders, members and local business owners. The following statements offer an overview of the Tourism scenario in the County of Lanark. Visitation A True Tourism Destination! Lanark County attracts over 800,000 visitors each year. Pleasure travel still exceeds visiting friends and relatives, which qualifies that Lanark County is indeed a travel destination. People are staying longer! There has been a steady increase in visitation from other parts of Ontario, and more overnight stays, generating over 50 million dollars per year for the local economy. For example, overnight visits increased by 42,000 people between 2007 and 2008. More International Visitors! A traditional destination for Ottawa residents with demonstrated visitation primarily from Ontario (55,000 people per year), we also see growth in overnight visits from Overseas (3000 people) and U.S. Visitors (2000 people) compared to the previous year. Out-of-Province visitors account for over 50% of tourism revenues to Lanark County. Top 10 Geographic Markets Out of 891,000 visitors in 2008, most were adults coming from near markets, specifically: 1. 56.4% Ottawa Carleton 2. 11.6% Lanark County (an increase of 65,000 people over 2007) 3. 6.8% Leeds & Grenville (an increase of 16,000 people over 2007) 4. 2.9% Frontenac County 5. 2.9% Stormont, Dundas & Glengarry 6. 2.9% Pennsylvania (an increase of 2000 visitors over 2007) 7. 2.8% Toronto 8. 2.6% Victoria County 9. 2.2% New York State 10. 2.1% Hastings County Reasons for Visiting Outdoor recreation is still our biggest draw at 26.3% of total visitation. The most dramatic areas of growth for Ontario visitors to Lanark County are Hunting and Skiing. Compared to 2007, Lanark County attracted 14,000 new hunters and 10,000 new skiers/snowboarders in 2008. The Top 5 reasons for visiting Lanark County are as follows: 1. 13% Boating 2. 7.5 % Fishing 3. 4.0% Provincial/Nature Parks 4. 3.8% Historic Sites 5. 3.6% Sports Events, tied with 3.6% Golfing Page 3 of 14

Visitor Spending Total visitor spending in Lanark County generates well over 50 million dollars annually. Although visitation and length of stay increased in 2008, Ontarians spent less money on rental cars, accommodation and other retail. All other types of spending have increased. The largest revenue generator is food & beverage. When compared to previous years, the most recent statistics demonstrate a few important trends: 1. Visitors are spending more than double on public transportation Public Transportation to Lanark County increased by nearly 1 million dollars in 2008. 2. Visitors are spending significantly more on local transportation 40,000 dollars more in 2008 compared to 2007. 3. Visitors are buying more food & beverage through retail than at restaurants This is a significant change, a reverse situation in 2007. 4. Visitors are spending more on recreation and entertainment An increase of 2.5 million dollars over the previous year. 5. Visitors are buying more clothing in Lanark County An increase of over 1.5 million dollars since 2007. Tourism in Lanark County is a healthy, thriving and sustainable industry; perhaps the most important economic driver for the region. Stakeholder s constant support contributes to the county s continued growth and development. The information found in this document originated from online resources posted on the Ontario Ministry of Tourism website. To search and view the full documents, please visit the following website: www.tourism.gov.on.ca. Page 4 of 14

Figure 1: Total Visits to Lanark County from 2006 to 2008 Figure 1 Observations: The above figure displays how many people visited Lanark County from 2006 to 2008. It also categorizes the number of visitors that came from Ontario, other parts of Canada, the United States, and from Overseas. According to this figure, the majority of Lanark County visitors came from within Ontario. Overall visitation from Ontario residents have increased gradually throughout the years with a steady increase in overnight stays. Most of the people who visited Lanark County from the U.S. and Overseas also spent the night. Page 5 of 14

Figure 2: Where Were Visitors Coming From? (Top 10 Places 2006 to 2008) Figure 2 Observations: The above figure represents the top 10 places that Lanark County visitors reside (2006 to 2008). The Ottawa-Carlton Region was Lanark County s largest market, with 36.8% of total visitors travelling from there. Secondly, Lanark County residents have travelled throughout their own county as tourists. This demonstrates that many local residents are staying closer to home for holidays, day trips and vacation time. This may be a reflection of economic trends. Page 6 of 14

Figure 3.1: What Brought Visitors to Lanark County? Figure 3.1 Observations: The above figure displays the reasons visitors were travelling to Lanark County. As established above, we know that the majority of visitors are from within Ontario. These visitors were motivated to travel for pleasure and secondly to visit friends and relatives (VFR). Few people traveled to Lanark County for personal reasons, and even fewer traveled for Business. Page 7 of 14

Figure 3.2: What Brought Overnight Visitors to Lanark County? Figure 3.2 Observations: Similar to figure 3.1, figure 3.2 demonstrates that from 2006 to 2008 the majority of visitors who stayed overnight in Lanark County were residents of Ontario. These tourists were motivated to visit Lanark County mainly for pleasure, and secondly to visit friends and relatives (VFR). Visitors from the United States were also motivated to visit for pleasure and secondly to visit with friends and relatives. Page 8 of 14

Figure 4: The Age of Visitors that Travelled to Lanark County Figure 4 Observations: The figure above illustrates ages of total travelers and overnight travelers who visited Lanark County during a three year span (2006 to 2008). Most visitors to Lanark County were between the age of 45 and 54, followed by the 35-44 age group. 14% of visitors were 55 to 64 and 13% were over the age of 65. These results show that the majority of people visiting Lanark County are of the Baby-boomer generation (people ranging in age from 46-64, or born between 1946 and 1964). Page 9 of 14

Figure 5: What Activities did Lanark County Visitors Participate In? Figure 5 Observations: The figure above is a breakdown of visitors to Lanark County by their chosen activity. 31 % of Tourists from Ontario, other parts of Canada, the U.S. and Overseas between 2006 and 2008 were here visiting friends and relatives (VFR). Outdoor/Sports Activities was the second most popular activity to participate in at 21%. Popular activities include Boating, Shopping, Sightseeing, and Fishing. Page 10 of 14

Figure 6: How Many Visitors Stayed Overnight in Lanark County? (2006 to 2008) Figure 6 Observations: The figure above displays the total number of overnight visitors to Lanark County from 2006 to 2008. It demonstrates that the majority of overnight visitors were residents of Ontario, increasing over the years. The number for overnight visitors from the United States more than doubled within these 3 years, and the number of visitors from other parts of Canada drastically decreased during this time period. Page 11 of 14

Figure 7: How Much Revenue Did Tourism Bring to Lanark County? (2006 to 2008) Figure 8 Observations: The above figure displays tourism revenues within Lanark County from 2006 to 2008. Tourism is responsible for generating nearly 200 million dollars ($183,412,000) for the local economy within the three year study. Ontario residents spent approximately 100 million ($97,142,000) of that total. Page 12 of 14

Figure 8: What Were Visitors Spending Their Money On? Figure Observations: The figure above shows the breakdown of Total Visitor Spending by Category for 2006 to 2008. Combining data from all 3 years, we see that tourism in Lanark County strongly impacts food and beverage operations. Page 13 of 14

Conclusion Lanark County Tourism will continue to collect and analyze annual survey data. This information is a valuable resource in determining the overall impact and growth of the tourism industry in Lanark County. The County continues to cultivate tourism through targeted marketing activities in consideration of visitor demographics and trends. References 1. Ontario Ministry of Tourism, Regional Tourism Profiles, 2006. Retrieved from http://www.tourism.gov.on.ca/english/research/rtp/2006/cd09/index.htm 2. Ontario Ministry of Tourism, Regional Tourism Profiles, 2007. Retrieved from http://www.tourism.gov.on.ca/english/research/rtp/2007/cd09/index.htm 3. Ontario Ministry of Tourism, Regional Tourism Profiles, 2008. Retrieved from http://www.tourism.gov.on.ca/english/research/rtp/2008/cd09/index.htm Page 14 of 14