January 22, 2013 2:39 pm

Arts and culture tourism an economic haul for Ontario: Report


TORONTO – Arts and culture tourism has become a major economic driving force for the province, according to a report released by the Ontario Arts Council.

The study prepared for the OAC by Research Resolutions & Consulting Ltd. indicates culture spending brought in $4.1 billion in 2010.

The economic impact includes the addition of 67,000 jobs, $2.4 billion in wages and $1.7 billion in taxes.

“This report demonstrates the important role that arts and culture play in Ontario’s tourism industry in terms of spending, economic impact and attracting visitors,” said OAC chair Martha Durdin in a press release.

Ontario’s tourism industry benefited from 9.5 million overnight visitors who participated in arts and culture activities in 2010, according to the report.

From that number, 66 per cent were Canadians, 23 per cent were Americans, and 11 per cent were from overseas.

“Cultural tourism is a powerful force that is transforming global travel and trends,” said Minister of Tourism, Culture and Sport Michael Chan in a press release. “Our diverse arts, culture and heritage has helped us attract visitors from within our borders and beyond to explore and experience our exciting province.

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The report further states that “arts and culture” tourists on average spend more and stay longer – $667 per trip versus $374 for a “typical” tourist.

Tourism spending is spread across various activities, with historic sites, museums or art galleries, and arts performances garnering the highest number of overnight stays – 4.1 million, 3.4 million and 3.3 million respectively.

“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 destination,” said minister Chan.

The report was based on existing travel industry surveys from 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).

Read the full report below:


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