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Ontario

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Ontario s Tourism Industry New Regions New Opportunities Ministry of Tourism and Culture * Nature of Tourism Businesses $23 billion industry 300,000 jobs Large but ... – PowerPoint PPT presentation

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Title: Ontario


1
Ontarios Tourism Industry New Regions New
Opportunities
  • Ministry of Tourism and Culture

2
Nature of Tourism Businesses
  • 23 billion industry
  • 300,000 jobs
  • Large but fragmented
  • Almost 152,000 businesses in Ontario provide
    goods and services for tourists, representing 17
    of the total number of businesses in 2007
  • More than 90 are small and medium sized
    businesses with fewer than 20 employees
  • Industry is widely dispersed
  • Exists in virtually every part of the province

3
Where Visitors Go
4
Where visitors come from
Source Statistics Canada, TSRC and ITS 2007 
5
Tourism Employment
6
Tourism Challenges
  • 2009 a challenging year
  • WHTI
  • Recession
  • Numbers reflect the challenge
  • ADR 5.9?
  • Occupancy 4.4?

International Visits
Down 12
Down 13
7
Tourism Opportunities
  • Long-term potential still significant
  • Globally, tourism is growing steadily
  • Still a huge US market that wants to travel
  • New source markets have opened up (China, India,
    Mexico, South Korea)
  • UN World Tourism Organization predicting 1.6
    billion international arrivals by 2020
  • More Ontarians staying home our own residents
    are our biggest customers

8
Need Change to Support Industry
  • Existing structure a barrier to achieving
    industry potential
  • Over 100 organizations involved in tourism across
    the province (Destination Marketing
    Organizations, economic development agencies,
    municipalities, Chambers of Commerce)
  • Many organizations small, financially fragile,
    especially in areas with lower levels of tourism
    activity
  • Resources for marketing or product development
    often limited

9
Ontario Tourism Competitiveness Study
  • Background
  • Tourism challenges are not all new led to study
    commitment in 2007 election platform
  • Final report released February 11, 2009 in
    Toronto
  • The Discovering Ontario report was the product
    of
  • 13 formal consultation sessions in 12 cities,
    with over 500 stakeholders
  • 200 presentations and 200 written submissions
  • 13 external research studies

10
Ontario Tourism Competitiveness Study (contd)
  • The Discovering Ontario report had
    recommendations in four key areas
  • Change how government and industry work together
    build industry capacity
  • Set standards for success
  • Invest in private and public tourism product
  • Reach out to consumers before they get here and
    once they arrive - re-define marketing roles at
    provincial and local levels.

11
Regional Approach
  • Establishing tourism regions, each with one
    Regional Tourism Organization (RTO), was a key
    recommendation in the Discovering Ontario report
  • Goal is to create a stronger Ontario tourism
    industry and to strengthen its capacity to
    support economic growth working together is
    vital
  • The regional approach moves the tourism industry
    forward through
  • A strong centralized Regional Tourism
    Organization in each region
  • Reliable funding
  • Greater capacity for collaboration on industry
    issues
  • Better coordination with the Ontario Tourism
    Marketing Partnership Corporation

12
Regions Southern Ontario
13
Regions Northern Ontario
14
Establishing an RTO
  • Request for Expressions of Interest (RFEI)
    issued on January 26th and due March 1st were
    looking for
  • Organizations working together with a broad base
    of support across the region and sub-sectors of
    the tourism industry
  • A plan and commitment to develop a strong
    accountable RTO that reflects the region and
    delivers on the RTOs key roles and
    responsibilities
  • A legal capacity to manage and oversee funding
  • An effort to contribute existing resources to the
    RTO
  • To date
  • The industry demonstrated its leadership and
    commitment to working together resulting in one
    submission in each region
  • RFEI submissions were reviewed by the Ministry
    and the Ministry (ADM) met with RTO proponents in
    each region to provide feedback
  • Transitional groups are being implemented in each
    region
  • Transition plans and priority projects plans are
    being developed
  • The Ministry is preparing transfer payment
    agreements

15
KINGSTON AND THE THOUSAND ISLANDS KINGSTON
OFFICE TERRITORY THE COUNTIES OF LENNOX AND
ADDINGTON, FRONTENAC, LEEDS AND GRENVILLE AND
THE UNITED COUNTIES OF STORMONT DUNDAS AND
GLENGARRY
16
RTO Funding
  • 2010 Ontario Budget confirmed 65 million in
    funding for tourism regions for 2010-11 and
    2011-12 to assist in the transition for RTOs
  • From 2012-2013, there will be 40 million in
    ongoing funding to RTOs
  • All regions, except Toronto and Ottawa, will see
    a significant increase in funding available to
    support tourism promotion and development
  • Starting in 2012, industry will have the
    opportunity to collect a Regional Tourism Levy

17
Priority Projects
  • Funding is available to the RTO transitional
    groups who identify specific initiatives and/or
    promotional activities that can be implemented
    quickly and will increase tourism activity and
    its economic impact in the region by
  • Increasing tourist visitation and tourist
    receipts
  • Extending geographic, segmented and/or seasonal
    market reach
  • Improving the quality of visitor experience
    within the region
  • Increasing investment in tourism
  • Developing the industry within the region
  • Project focus
  • New / incremental / expanding activities
  • Support for inter-regional and pan-provincial
    initiatives
  • NOT for governance and administration

18
Moving Forward
  • RTOs for each region are expected to be in place
    (incorporated) by Fall 2010. Transition groups
    have formed in each region to support this
    process.
  • New funding will support new marketing and
    development
  • By 2012-13, industry will have the opportunity to
    access ongoing funding through an RTL Regional
    Tourism Levy
  • Opportunity for the industry is significant

19
Contact information
  • Blair Harris
  • Tourism Industry Advisor
  • Ministry of Tourism and Culture
  • Ontario Government Beechgrove Complex
  • 51 Heakes Lane
  • Kingston ON K7M 9B1
  • Tel (613)-531-5581
  • Fax (613)-531-5585
  • blair.harris_at_ontario.ca
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