New Brunswick Tourism Indicators Summary Report 2010 April 2011 Tourism Indicators Summary Report 2010

April, 2011

Published by:

Province of New Brunswick P.O. Box 6000 , New Brunswick

Images: Department of Tourism & Parks, New Brunswick,

CNB 8065

2 3 Preface The New Brunswick Department of Tourism and Parks collects and reports on a Events such as the 2010 IAAF World Junior Championships contributed to increased monthly basis provincial tourism indicators such as accommodation occupancy, accommodation room nights sold to visitors from outside of New Brunswick and provincial park campground occupancy, provincial visitor information centre from outside of Canada. The increase in accommodation room nights sold in 2010 counsels, and attraction visits. kept pace with the continuing increase in accommodation capacity in the province, resulting in a stable occupancy rate. The Department is also a partner in Statistics Canada’s core travel surveys, to provide estimates of visitation volume and visitor spending for each of New Brunswick’s five Regionally, the Acadian Coastal region and Northern New Brunswick showed a scenic drive tourism regions. return to pre-Congrès Mondial Acadien levels of accommodation room nights sold and attraction visits. Accommodation room sales were strong along the Miramichi, This year-in-review report summarizes all of these tourism indicators, to inform in Southeastern New Brunswick, and in the Greater and Dieppe area. business planning for tourism development projects and marketing activities. Accommodation room night sales lagged along the Saint John River Valley and New Brunswick residents continued to increase their in-province travel and along the Fundy Coastal region, although attraction visits increased in these areas. attraction visits in 2010, and New Brunswick also observed increased visits from New Brunswick’s historic sites and natural wonders received a 6% increase in visits , the United States, and other countries. in 2010 compared to 2009, and contributed to a 3% increase to 1.2 million attraction visits to tourism indicator attractions in total. The 9% increase in American border crossings into New Brunswick on auto trips of one or more nights stood in contrast to the continuing 2% decline in such trips New Brunswick’s provincial park campgrounds sold 9% more campsite nights in observed across Canada overall. 2010 than in 2009, and 24% more than in 2008. While New Brunswick residents occupied 68% of these campsite nights in 2010, New Brunswick’s provincial parks also saw an 11% increase in stays by campers from outside of the province.

2 3 The Importance of Tourism in the New Brunswick Economy Tourism is critical to New Brunswick’s culture, heritage, arts, recreation, and entertainment industries, and it also contributes significantly to New Brunswick’s service industries including transportation and travelling services, accommodations, and food and beverage services.

All of these industries comprise the tourism sector, and in New Brunswick, an estimated 34,700 employees worked in over 3,100 business establishments in this sector in 20091.

Visits to and within the province of New Brunswick in 2009 contributed an estimated $932 million in tourism-related expenditures on accommodations, restaurants, shopping, travel, and travel activities. Tourism spending by visitors from outside of the province were estimated at $443 million in 20092. The total impact on provincial GDP by these tourism expenditures in 2009 has been estimated as $711 million, representing 3% of provincial GDP (see Table 1 ). This estimated tourism share of provincial GDP ranks with the combined 3% share that primary industries of agriculture, forestry, and fishing represent in the New Brunswick economy.

This economic activity sustained an estimated 18,400 full-time equivalent jobs (FTEs) within the tourism sector in 20093. New Brunswick jobs sustained by tourism extend beyond the tourism sector itself, as tourism demand must also be supplied by New Brunswick’s retail and manufacturing industries.

Visitor spending also benefits New Brunswick’s provincial and municipal governments through estimated tax revenues of $99 million and $16 million, respectively, in 20094. This allows for further investment in culture and recreation facilities that benefit the residents of New Brunswick, and provides incremental funding to support education, health care, and other vital programs.

1 Source: Canadian Tourism Human Resource Council, and Statistics Canada Business Register (June 2009). These businesses include all active businesses in Canada that fall into the 29 industry groups that are part of the Canadian Tourism Satellite Account, and have corporate income tax (T2) accounts and GST accounts with annual gross incomes of over $30,000. 2 Source: Statistics Canada, 2009 Travel Survey of Residents of Canada, and the 2009 International Travel Survey. 3 Source: New Brunswick Department of Tourism and Parks 4 Source: New Brunswick Department of Tourism and Parks 4 5 Conferences, Conventions, Meetings, Events Tourism Economic Measure 2008 2009 Shopping / Other Business: 2% Retail Other Total Tourism Expenditures $989,000,000 $932,000,000 Accommodations 6% Recreation / 11% 20% 6% Non-resident Tourism Expenditures $508,000,000 $443,000,000 Entertainment 9% Tourism GDP $765,000,000 $711,000,000

% of Provincial GDP 3% 3% Groceries 10% Visiting Friends/ Relatives Vacation 18% Employment 53% 33% Total Tourism Sector Businesses 3,300 3,100 Vehicle Operation / Fuel 20% Total Tourism Sector Employment 34,500 34,700 12% Restaurants FTEs Sustained by Tourism 21,400 18,400 Transportation Tax Revenues Figure 1: Categorized 2009 Tourism Expenditures in Federal $169,000,000 $157,000,000 New Brunswick by non-residents on visits of one or more3,000 nights. Provincial $107,000,000 $99,000,000 Source: Statistics000’s Canada, New Brunswick Department2008 of 2009 Municipal $17,000,000 $16,000,000 Tourism and Parks 2,500 Table 1: Tourism Sector employment and economic measures. Source: Statistics Canada, Canadian Tourism Human Resource Council, New Brunswick Department of Tourism and Parks 2,000

Rented Automobile 1% 1,500 Commercial Airline 5% Private Automobile RVs 2% 88% Bus 1% 1,000 Train1% Other 2% Other 500 New England States United States 0 Total NB Atlantic Qué Ont. Western Mid-Atlantic Overseas 4 5 Canada Canada States

2008 2009 400 000’s Q1 350 Q4 171,800 262,500 300

223,500 Q2 250

200

150 583,100 100 Q3 50

0 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Conferences, Conventions, Meetings, Events Shopping / Other Business: 2% Retail Other Accommodations 6% Recreation / 11% 20% 6% Entertainment 9%

Groceries 10% Visiting Friends/ Relatives Vacation 18% 53% 33% Vehicle Operation / Fuel 20% 12% Restaurants Transportation

3,000 000’s 2008 2009

2,500

2,000

Conferences, Conventions, Meetings, Events Rented Automobile 1% 1,500 Shopping / Commercial Airline 5% Other Business: 2% Retail Private Automobile RVs 2% Other 88% Accommodations 6% Bus 1% 1,000 Recreation / 11% 20% 6% Entertainment Train1% 9% Other 2% Other 500 New England States United States Groceries 10% New Brunswick Visitation Visiting Friends/ Relatives Vacation 18% 0 In 2009, New Brunswick welcomed an estimated 2.6 million visits of one or more 53% 33% Total NB Atlantic Qué Ont. Western Mid-Atlantic Overseas nights from New Brunswick residents on out-of-townVehicle trips, from other parts of Canada Canada States Operation / Fuel Canada, from the20% United States, and from overseas (see Figure 2). 12% Restaurants Quarterly Visitation Monthly Domestic VisitationTransportation Quarterly non-resident overnight visitation to New Brunswick reflecting the 2008 Monthly2009 visits of one or more nights in New Brunswick by Canadian residents seasonality of New Brunswick tourism in 2009 is depicted400 in Figure 3. (including New Brunswick residents) are depicted in Figure 4. 000’s Figure 3: Quarterly visits of one or more nights in New Q1 350 3,000 Q4 Brunswick by non-residents. 000’s 2008 2009 171,800 Source: Statistics Canada, Travel Survey of Residents 262,500 300 of Canada and the International Travel Survey 2,500 (2009) 223,500 Q2 250 2,000 200 Rented Automobile 1% 1,500 150 Commercial Airline 5% Private Automobile RVs 2% 583,100 88% 100 Bus 1% 1,000 Q3 Train1% 50 Other 2% Other 500 New England States United 0 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec States 0 Total NB Atlantic Qué Ont. Western Mid-Atlantic Overseas Canada Canada States

Figure 2: Visits of one or more nights in New Brunswick, by region of origin. Source: Statistics Canada, Travel Survey of Residents of 2008 2009 Canada and the International Travel Survey 400 000’s Q1 350 Q4 171,800 6 7 262,500 300

223,500 Q2 250

200

150 583,100 100 Q3 50

0 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Conferences, Conventions, Meetings, Events Shopping / Other Business: 2% Retail Other Accommodations 6% Recreation / 11% 20% 6% Entertainment 9%

Groceries 10% Visiting Friends/ Relatives Vacation 18% 53% 33% Vehicle Operation / Fuel 20% 12% Restaurants Transportation

3,000 000’s 2008 2009

2,500

2,000

Rented Automobile 1% 1,500 Commercial Airline 5% Private Automobile RVs 2% 88% Bus 1% 1,000 Train1% Other 2% Other 500 New England States United States 0 Total NB Atlantic Qué Ont. Western Mid-Atlantic Overseas Canada Canada States

Conferences, Conventions, Meetings, Events Shopping / Other Business: 2% Retail Other 2008 2009 Trip ReasonsAccommodations 6% 11% 400 Recreation / According20% to Statistics Canada’s travel surveys, main trip Conferences, Conventions, Meetings,6% Events 000’s Entertainment reasons for New Brunswick visits of one or more nights break Shopping / Other Business: 2% 9%Retail down as illustrated in Figure 5. The majority of New Brunswick Q1 350 Other Accommodations Q4 6% visits in 2009 were for visiting friends and relatives, or 171,800 11% 6% GroceriesRecreation / 10% for20% vacation. Meetings, conventions, and non-routine 262,500 300 Entertainment Visiting Friends/ business trips represented 8% of main trip reasons. Relatives Vacation 9% 18% Non-routine shopping trips, personal trips, and trips 53% 223,500 Q2 33% 250 for educationalVehicle study were among the 6% of other Groceries 10% main trip reasonsOperation reported / Fuel for overnight visits to New 20% Visiting Friends/ 200 12%Brunswick in 2009. Relatives Vacation 18% Restaurants 53% 33% Figure 5: Main trip reasons for visits of one or more 150 Transportation Vehicle nights in NewOperation Brunswick, / Fuel by non-residents. 20% 583,100 12%Source: Statistics Canada, 2009 Travel Survey of Residents of 100 Restaurants Canada and the 2009 International Travel Survey Q3 3,000 Transportation 50 000’s Mode of Transportation2008 2009 Nearly 90% of Canadian residents visiting in New Brunswick for one or more nights travelled by car, 0 2,500 as of 2009 (see Figure 6). Statistics Canada’s International Travel Survey reports only mode of entry Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec 3,000 into Canada rather than primary mode of transportation while on trips, but American transportation 000’s patterns are comparable2008 to Canadian2009 resident visitors to New Figure 4: Monthly visits of one or more nights in New 2,000 Brunswick. 2,500 Brunswick by Canadian Residents. Figure 6: Primary mode of transportation for trips by Source: Statistics Canada, Travel Survey of Residents of Canada Rented Automobile 1% 1,500 Canadian residents visiting New Brunswick for one or 2,000 more nights. Commercial Airline 5% Private Automobile RVs 2% Source: Statistics Canada, 2009 Travel Survey of 88% Bus 1% Residents of Canada 1,000 Rented Automobile 1% 1,500 Train1% CommercialOther 2% Airline 5% Private Automobile RVs 2% New England Other 88% 500 United Bus 1% 1,000 States States Train1% Other 2% 0 Other 500 New England Total NB Atlantic Qué Ont. Western StatesMid-AtlanticUnited Overseas Canada Canada States 6 7 States 0 Total NB Atlantic Qué Ont. Western Mid-Atlantic Overseas Canada Canada States 2008 2009 400 000’s Q1 350 Q4 2008 2009 171,800 400 262,500 300 000’s

Q1 Q2 350 Q4 223,500 250 171,800 262,500 300 200 223,500 Q2 250 150 583,100 200 100 Q3 150 50 583,100 100 0 Q3 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec 50

0 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec U.S. Resident Border Crossings required secure travel documentation such as passports to enter the U.S. However, The number of U.S. residents entering Canada through New Brunswick border the 255,051 crossings in 2010 are still less than three-quarters of the number of such crossings for trips of one or more nights by automobile increased by 9% in 2010 crossings observed in 2000 (pre-9/11). as compared to 2009 (see Table 2). Most of the border crossing increases occurred Same-day auto trips across New Brunswick borders by U.S. residents did show between the months of June and September, including the 19% increase observed sharp declines with the introduction of the WHTI in 2009, and economic conditions in July 2010 as compared to July 2009. including the relatively high value of the Canadian Dollar have likely contributed Only and the Yukon saw similar percentage increases in 2010 as to the continuing decline in same-day U.S. resident border crossings into New compared to 2009, while U.S. border crossings into Canada overall for trips of one or Brunswick. more nights by auto declined by a further 2% in 2010. Conversely, the high value of the Canadian Dollar and improving Canadian consumer This 2010 increase in U.S. resident overnight border crossings into New Brunswick confidence likely contributed to the 10% and 17% increases in Canadian residents by auto followed a 2% increase in such crossings in 2009, the year in which the U.S. returning through New Brunswick border crossings from same day and overnight Western Hemisphere Travel Initiative (WHTI) was completely implemented and auto trips, respectively.

United States resident border crossings into New % Change Brunswick by auto 2008 2009 2010 2010 vs 2009 Same-day trips 822,124 764,456 732,771 -4% One or more nights 229,251 233,678 255,051 +9% Canadian residents returning through New Brunswick border crossings by auto Same-day trips 3,428,120 2,678,937 2,949,310 +10% One or more nights 420,560 408,173 479,416 +17%

Table 2: United States and Canadian residents crossing New Brunswick borders by automobile. Source: Statistics Canada, 2008-2010 International Travel Statistics

8 9 Airport Passengers The number of passengers travelling through New Brunswick’s three major airports increased by 5% in 2010 as compared to 2009, recovering most of the declines observed in 2009 (see Table 3).

New Brunswick % Change air passenger movements 2008 2009 2010 2010 vs 2009 Total 1,089,225 1,001,291 1,053,416 +5% (Fredericton, Moncton, Saint John airports)

Table 3: Total enplaned and deplaned passengers in New Brunswick’s three major airports. Source: Transport Canada, Advanced enplaned and deplaned passenger movements – Atlantic Region Airports. Cruise Calls The port of Saint John received 76 cruise ships and welcomed 205,883 passengers in 2010, representing a further 10% increase in Saint John cruise passengers as compared to 2009 (see Table 4).

New Brunswick % Change cruise calls and passengers 2008 2009 2010 2010 vs 2009 Cruise Ships 80 73 76 +4% Passengers 181,880 186,538 205,883 +10%

Table 4: Total cruise ships and passengers calling on the port of Saint John, New Brunswick. Source: Cruise Saint John

8 9 New Brunswick Accommodations New Brunswick accommodations sold over 1.7 million room nights in 2010, particularly well, and sold over one-third of the room nights occupied by Canadian representing a marginal increase over 2009 and keeping the annual occupancy rate non-residents in the province in 2010. Events including the IAAF World Junior consistent with 2009 by nearly matching the 1% increase in room nights available in Championships, a CFL exhibition game, and the Atlantic Dream Festival helped the province (see Table 5). to sustain occupancy rates in that area even as new accommodations increased available room nights there by 11% between 2008 and 2010. Increases in room nights sold by New Brunswick accommodations were attributable to non-residents; room nights sold to New Brunswick residents declined by a further The Acadian Peninsula and Northern New Brunswick region returned to pre-Congrès 1% in 2010. mondial acadien levels of accommodation room nights sold.

The average daily room rate in New Brunswick, as observed in the month of August, Accommodation room nights sold along the Saint John River Valley, the Fundy decreased by $3.88 to $114.91 in 2010. Coastal region, and in Saint John lagged in 2010. The 7% decline in room nights sold by Fundy Coastal region and Saint John accommodations was mostly due to Regionally, accommodation room sales increased along the Miramichi, in decreases in room nights sold to New Brunswick residents. Southeastern New Brunswick, and in the and Dieppe area in 2010 as compared to 2009 (see Table 6). The greater Moncton and Dieppe area fared

New Brunswick % Change Accommodations 2008 2009 2010 2010 vs 2009 Room Nights Sold 1,744,753 1,702,533 1,710,803 +0.5% Room Nights Available 3,241,843 3,316,656 3,342,612 +1% Occupancy Rate 54% 51% 51% 0% Average Daily Room Rate5 $121.87 $118.79 $114.91 -4%

Table 5: New Brunswick accommodation room nights available, sold, occupancy rates, and average daily room rates.

5 Average cost for a night’s stay in selected New Brunswick accommodations during the month of August each year. Source: The Conference Board of Canada, Pannell Kerr Forster Consulting Inc., Trends in the Canadian Hotel Industry.

10 11 Accommodation Room Nights % Change Provincial Region Visitor Origin 2008 2009 2010 2010 vs. 2009 Total Province Total Available 3,241,843 3,316,656 3,342,612 0.8% Total Sold 1,744,753 1,702,533 1,710,803 0.5% NB Resident 798,720 777,138 768,968 -1.1% Canadian non-resident 817,118 801,985 815,505 1.7% U.S. / Intl Resident 128,915 123,410 126,330 2.4% Saint John River Valley Total Available 545,718 538,766 531,726 -1.3% Total Sold 247,548 237,907 228,989 -3.7% NB Resident 97,275 92,658 91,042 -1.7% Canadian non-resident 132,466 131,332 123,688 -5.8% U.S. / Intl Resident 17,807 13,917 14,259 2.5% Fredericton Total Available 531,782 550,735 538,885 -2.2% Total Sold 321,949 322,095 318,843 -1.0% NB Resident 179,128 177,895 181,949 2.3% Canadian non-resident 122,819 125,669 116,770 -7.1% U.S. / Intl Resident 20,002 18,531 20,124 8.6% Fundy Total Available 242,865 235,443 220,695 -6.3% Total Sold 112,112 102,070 95,154 -6.8% NB Resident 43,876 33,720 33,448 -0.8% Canadian non-resident 49,725 51,952 46,287 -10.9% U.S. / Intl Resident 18,511 16,398 15,419 -6.0% Table 6: New Brunswick accommodation room nights available and sold, by provincial region and visitor origin Source: New Brunswick Department of Tourism and Parks

10 11 Accommodation Room Nights % Change Provincial Region Visitor Origin 2008 2009 2010 2010 vs. 2009 Saint John Total Available 559,478 571,788 570,044 -0.3% Total Sold 328,495 317,270 295,069 -7.0% NB Resident 158,965 156,759 133,039 -15.1% Canadian non-resident 134,395 125,345 127,400 1.6% U.S. / Intl Resident 35,135 35,166 34,630 -1.5% Moncton & Dieppe Total Available 802,520 860,386 888,425 3.3% Total Sold 477,849 467,251 515,221 10.3% NB Resident 176,471 173,766 187,065 7.7% Canadian non-resident 274,337 263,744 297,392 12.8% U.S. / Intl Resident 27,041 29,741 30,764 3.4% Acadian Peninsula & Total Available 334,550 344,350 352,088 2.2% Northern NB Total Sold 169,851 171,839 167,528 -2.5% NB Resident 98,245 99,742 96,346 -3.4% Canadian non-resident 66,453 67,523 65,478 -3.0% U.S. / Intl Resident 5,153 4,574 5,704 24.7% Miramichi River & Total Available 224,930 215,188 240,749 11.9% Southeastern NB Total Sold 86,949 84,101 89,999 7.0% NB Resident 44,760 42,598 46,079 8.2% Canadian non-resident 36,923 36,420 38,490 5.7% U.S. / Intl Resident 5,266 5,083 5,430 6.8%

Table 6: New Brunswick accommodation room nights available and sold, by provincial region and visitor origin Source: New Brunswick Department of Tourism and Parks

12 13 Provincial Park Campgrounds Provincial park campgrounds sold 9% more campsite nights in 2010 than in 2009 New Brunswick residents continued to occupy the majority of these campsite nights despite Hurricane Earl’s dampening of camping activities during the September long in provincial parks (see Table 8). They represented 68% of campsite nights sold in weekend. This increase followed the 14% increase in campsite nights sold in 2009, 2010. However, New Brunswick’s provincial park campgrounds also sold 11% more over 2008 (see Table 7)6. campsite nights to non-residents in 2010 as compared to 2009.

Sites Sold Occupancy Rate (%) % change % point change Month 2008 2009 2010 2010 vs. 2009 Month 2008 2009 2010 2010 vs. 2009 May 2,723 4,213 4,283 2% May 14.8 20.5 29.1 8.6 June 10,893 11,687 12,873 10% June 26.3 27.8 29.6 1.8 July 23,894 25,481 28,604 12% July 55.7 58.5 63.7 5.2 August 22,019 24,417 27,750 14% August 51.3 56.1 61.7 5.6 September 5,869 8,693 8,028 -8% September 19.4 29.9 27.6 -2.3 October 1,493 1,604 1,470 -8% October 20.7 22.4 24.1 1.7 Total – May to 66,891 76,095 83,008 9% Total – May to 37.0 40.9 45.3 4.4 October October

Table 7: Provincial park campground site night sales and occupancy rates by month Source: New Brunswick Department of Tourism and Parks

6 Oak Bay Provincial Park is not included in this table to permit comparisons between 2008 – 2010 (Oak Bay was closed for the majority of the 2009 season).

12 13 Provincial Park Campsite Nights Sold % Change Visitor Origin 2008 2009 2010 2010 vs 2009 Local NB Residents 23,767 26,257 27,757 6% Non-local NB 23,682 26,051 28,817 11% Residents 2,341 2,441 3,115 28% Québec 8,744 12,104 13,060 8% Ontario 3,983 4,557 5,050 11% Western Canada 1,044 926 970 5% New England States 1,641 1,851 2,144 16% Other United States 1,194 1,407 1,521 8% Other International 495 501 574 15% Total 66,891 76,095 83,008 9%

Table 8: Provincial park campground site night sales by visitor origin. Source: New Brunswick Department of Tourism and Parks

14 15 Attractions Attendance Combined attendance at leading Provincially or Federally supported attractions totaled 838,105 for the peak tourism season of May to October 2010, consistent with Attraction Attendance at Selected Attractions – May to October the number of visits observed by these attractions in 2009 (see Table 9). Visits at the % Change Village Historique Acadien declined to pre-Congrès mondial acadien levels. Attraction Visits 2008 2009 2010 2010 vs. 2009

Of the 27 attractions included in New Brunswick’s monthly tourism indicators, 187,948 217,270 204,078 -6% attendance from May to October 2010 varied by category (see Table 10). Historic sites The 155,921 174,705 177,622 2% and natural wonders reported increases of 4% and 7%, respectively. Museum and gallery attendance was consistent with 2009. Gardens, zoos, and aquariums reported Kouchibouguac National Park 113,740 123,615 128,395 4% declines in 2010 attendance compared to 2009, partially from the effects of Hurricane Le Pays de la Sagouine7 54,168 53,217 56,767 7% Earl on visits in September 2010. 43,445 43,486 44,627 3% Regionally, attractions from the Fundy Coastal area to the Miramichi and in Southeastern New Brunswick including the greater Moncton and Dieppe area Village Historique Acadien7 42,519 66,025 56,001 -15% reported an overall 2% increase in visits in 2010 as compared to 2009 (see Table 11). Attractions along the Saint John River Valley reported a slight 2% decrease in visits in Fundy Trail Parkway 39,138 43,539 57,708 33% 2010 as compared to 2009. As with the Village Historique Acadien, attractions in the Kings Landing 35,029 36,394 36,694 1% Acadian Peninsula and Northern New Brunswick saw declines in visits post-Congrès mondial acadien but 2010 visits remained above 2008 levels. Aquarium and Marine Centre 31,323 32,551 30,640 -6% Mount Carleton8 19,146 26,373 27,342 4% Kingsbrae Garden 16,932 18,472 18,231 -1% Total 739,309 835,647 838,105 0%

Table 9: Number of visits reported by Provincially or Federally supported attractions in New Brunswick during the May - October tourism season. Source: New Brunswick Department of Tourism and Parks

7 Attraction attendance includes attendance at attraction-specific shows. 8 Mount Carleton was transferred to the New Brunswick Department of Tourism and Parks as a Park in 2008. It was previously reported as an attraction, and it is retained in this listing to permit comparison with previous reports.

14 15 Attraction Visitation by Type of Attraction – May to October Attraction Visitation by Region % Change % Change Attraction Type9 2008 2009 2010 2010 vs. 2009 Provincial Region9 2008 2009 2010 2010 vs. 2009 Gardens 32,441 33,203 32,955 -1% Saint John River Valley 122,522 109,090 108,848 0% Historic Sites 235,682 256,066 265,372 4% Fredericton 159,087 164,550 158,484 -4% Museums and 81,217 78,113 77,985 0% Fundy 495,956 541,618 550,236 2% Galleries Saint John 351,494 371,056 414,230 12% Natural Wonders 544,990 573,471 610,925 7% Moncton & Dieppe 267,740 305,844 323,006 6% Zoos and Aquariums 185,050 204,824 191,619 -6% Acadian Peninsula and 102,564 132,744 122,773 -8% Total 1,079,380 1,145,677 1,178,856 3% Northern NB

Table 10: Numbers of visits reported by New Brunswick tourism indicator attractions Miramichi River and 318,977 344,894 339,291 -2% during the May – October tourism season, by attraction category. Southeastern NB Source: New Brunswick Department of Tourism and Parks Total 1,818,340 1,969,796 2,016,868 2%

Table 11: Number of visits reported by New Brunswick attractions during the May - October tourism season, by region. Source: New Brunswick Department of Tourism and Parks

9 For a listing of attractions included in the attraction categories and regions, please refer to the Appendix. 16 17 Provincial Visitor Information Centres Provincial Visitor Information Centres (VICs) counselled 77,521 visitor parties and 286 Provincial Visitor Information Centre - Counsels bus tour groups during their 2010 season (see Table 12). % Change Visitor Origin 2008 2009 2010 2010 vs. 2 009 While visitor party counsels in 2010 decreased by 17% as compared to 2009, this was New Brunswick Residents 5,519 5,898 4,734 -20% largely due to that prior year’s large increase in Québec and American resident visitor party counsels during the Congrès mondial acadien 2009. Provincial VIC counsels in Atlantic Canada 6,780 7,928 5,538 -30% 2010 declined by 2% as compared to 2008. Québec 21,767 29,327 19,621 -33% Ontario 20,877 22,801 25,627 12% Western Canada 4,668 5,459 3,809 -30% New England States 6,065 6,907 5,081 -26% Other United States 8,441 10,398 9,487 -9% Other International 4,711 4,808 3,624 -25% Total 78,828 93,526 77,521 -17%

Provincial Visitor Information Centre - Counsels % Change Bus Tour Groups 2008 2009 2010 2010 vs. 2 009 Canadian Bus Tours 238 219 206 -6% United States Bus Tours 106 78 71 -9% Other International Bus Tours 7 9 9 0% Total 351 306 286 -7% Grand Total - Counsels 79,179 93,832 77,807 -17%

Table 12: Number of visitor parties counselled at the six provincial visitor information centres, by visitor origin. Source: New Brunswick Department of Tourism and Parks

16 17 Appendix A: New Brunswick Tourism Indicator Definitions Accommodations Occupancy Indicators Room night: one room occupied for one night in a fixed-roof accommodation participating in New Brunswick’s roofed accommodation reporting program.

Room nights available: total number of units reported as available for sale during the reference time period by fixed-roof accommodations participating in New Brunswick’s roofed accommodation reporting program. This may vary over time due to the addition of accommodations in an area of the province, expansions by existing properties, or closures of some rooms or properties due to renovations or other circumstances.

Room nights sold: total number of units reported as sold during the reference time period by fixed- roof accommodations participating in New Brunswick’s roofed accommodation reporting program.

Occupancy rate: percentage based on the division of the number of rooms reported as sold by the number of rooms reported as available for sale during the reference time period by fixed-roof accommodations participating in New Brunswick’s roofed accommodation reporting program.

Occupancy reporting region, Provincial region: to preserve confidentiality of individual properties’ business operations, accommodation occupancy data are aggregated into 20 occupancy reporting regions. These 20 occupancy reporting regions are further aggregated into 7 larger provincial regions based on number of units per region.

The following table lists the provincial regions and their constituent occupancy reporting regions.

18 19 Occupancy Reporting Occupancy Reporting Region Occupancy Reporting Occupancy Reporting Region Provincial Region Region Code Description Provincial Region Region Code Description Saint John River Valley A (City) Saint John K Saint John (City) B Québec Border to Grand Falls Moncton & Dieppe H Moncton (City) and Dieppe (Town) (City) C Grand Falls to Woodstock Acadian Peninsula & O Campbellton (City) to Bathurst Northern NB D Woodstock (Town) to P Bathurst (City) Fredericton Q Grande-Anse to Neguac F Fredericton to Sussex (Town), Minto, Chipman, Gagetown T Tide Head to Saint-Leonard Miramichi River & M Shediac to Cape Tormentine Fredericton E Fredericton (City) Southeastern NB N Fredericton to Miramichi (City) Fundy G Campobello, Deer Island & Grand Manan R Miramichi to Moncton

I Moncton to Nova Scotia & PEI Table 13: Provincial regions defined for the aggregation of New Brunswick tourism Borders indicator accommodations. J St. Andrews (Town) to Saint John L Harvey, McAdam, St. Stephen to St. Andrews S Hillsborough to Alma (via Fundy)

18 19 Attractions Attendance Indicators Attractions reported by these types in monthly tourism indicator reports and in this report are selected on the basis of geographical representation and the timely Attraction visit: Number of visits reported by New Brunswick attractions from a availability of visitor information from participating attractions. reference area, attraction type, or time period. Data collection methods vary by Attraction visits are aggregated by type to preserve confidentiality of individual attraction, and so number of visits is used rather than number of paid admissions, properties’ business operations. ticket sales, or other indicators that may not be available or applicable to all attractions. Attraction types used in this report along with the New Brunswick attractions Attraction type: New Brunswick attractions are categorized into themes consistent included in each type are listed in the following table. with regional and national tourism indicator categories, such as ‘historic sites.’

Attraction Type Attractions Included Attraction Type Attractions Included Garden Kingsbrae Garden Natural Wonder La Dune de Bouctouche Le Jardin Botanique Grand Falls Gorge Historic sites Kings Landing The Fundy Trail Parkway Ministers Island Hopewell Rocks Government House Le Pays de la Sagouine Roosevelt Campobello International Park Ecological Park of the Acadian Peninsula Sheriff Andrews House Village Historique Acadien Zoos and aquariums Cherry Brook Zoo Museums and Galleries The New Brunswick Aquarium and Marine Centre Musée acadien de l’Université de Moncton Magnetic Hill Zoo

Antique Auto Museum Table 14: Attraction types defined for the aggregation of New Brunswick tourism New Brunswick Museum indicator attractions New Brunswick Sports Hall of Fame The Chocolate Museum

20 21 Provincial region: refer to provincial regions defined for New Brunswick accommodations occupancy reporting. Attractions included in this report for each provincial region are listed in the following table.

Provincial region Attractions Included Provincial region Attractions Included Acadian Peninsula & New Brunswick Aquarium and Marine Centre Fundy Charlotte County Archives / The Old Gaol Northern NB MacDonald Farm Historic Site Fundy National Park Mount Carleton Hopewell Rocks Musée acadien de Caraquet Keillor House Museum Ecological Park of the Acadian Peninsula Kingsbrae Garden Village Historique Acadien La Sociéte du Fredericton Beaverbrook Art Gallery Ministers Island Christ Church Cathedral Roosevelt Campobello International Park Government House Ross Memorial Museum Historic Garrison District Sheriff Andrews House Kings Landing Historical Settlement St. Andrews Blockhouse National Historic Site Mactaquac Biodiversity Facility St. James Church Textile Museum Mactaquac Generating Station Steeves House Museum NB Sports Hall of Fame The Chocolate Museum Science East Center York-Sunbury Historical Society Museum

20 21 Provincial region Attractions Included Provincial region Attractions Included Miramichi River & Atlantic Salmon Museum Saint John National Historical Site Southeastern NB Doak Historic Site Cherry Brook Zoo Irving Eco-Centre, La Dune de Bouctouche Fundy Trail Parkway Kouchibouguac National Park Irving Nature Park La Savonnerie Olivier / The Olivier Soapery Kings County Museum Le Pays de la Sagouine New Brunswick Museum Musée de Kent Quaco Museum Plage de l’Aboiteau Reversing Rapids Moncton & Dieppe Lutz Mountain Heritage Museum & Meeting House Saint John Firefighters Museum Magic Mountain Water Theme Park Saint John Jewish Historical Museum Magnetic Hill Saint John River Valley Grand Falls Gorge Magnetic Hill Zoo Le Jardin Botanique du Nouveau-Brunswick Musée acadien de l’Université de Moncton The Antique Auto Museum NB Potato Museum

Table 15: New Brunswick attractions included within each provincial region

22 23 Appendix B: Statistics Canada Travel Surveys Visitation Volume and Visitor Spending Estimates With its stricter definition of tourism, one would expect the TSRC’s visitation volume and tourism expenditure estimates to be reduced as compared to the former CTS. The number of visits and estimates of visitor spending reported in this document rely upon Statistics Canada’s Travel Survey of Residents of Canada (TSRC) and The New Brunswick Department of Tourism and Parks participated in a bridging International Travel Survey (ITS). project11 conducted by Statistics Canada which demonstrated that while Canadian domestic visitation volumes increased by 12% from 2004 to 2006, the TSRC changes These core travel surveys are the only nationally comparable source of visitation revised the last CTS estimates of visitation volume and tourism expenditures volumes , tourism expenditures, and travel characteristics for Canada. The New downward by 11% and 13%, respectively. The last CTS in 2004 estimated a total of Brunswick Department of Tourism and Parks partners in and sponsors these travel 91 million domestic visits across Canada with total domestic tourism expenditures surveys along with Canadian provinces, the Canadian Tourism Commission, Statistics of $29.7B. The TSRC bridging revised these down to 78 million domestic visits Canada, Parks Canada, and the Department of Canadian Heritage. across Canada with total domestic tourism expenditures of $26.3B. Business travel In 2005, the former Canadian Travel Survey (CTS) was replaced by the Travel Survey estimates were particularly affected by the TSRC’s focus on non-routine travel, with of Residents of Canada (TSRC) to conform to the World Tourism Organisation’s Canada-wide intra-provincial business travel expenditure estimates providing a definition of tourism as travel outside of one’s ‘usual environment.’ case in point. For the fourth quarter of 2004, a 50% gap was observed between former CTS and revised TSRC estimates, representing a $500 million difference. Rather than relying on simple distances of 80 KMs or greater as defining a tourism Overall, differences observed for estimates of New Brunswick visitation volume and trip, the TSRC focuses on out of town trips that are not for routine purposes such tourism expenditures between the former CTS and the current TSRC are of a similar as routine commuting, business, or shopping. For more information on the key magnitude to the differences observed for other Canadian provinces and for Canada differences between the current TSRC and the former CTS, please refer to Statistics overall. Canada’s Communications for the Travel Survey of Residents of Canada10. The TSRC is the new common metric for domestic for the The TSRC therefore provides a much more tourism-focused measure of domestic reference years of 2006, 2007, and onward. From 2006 to 2007, domestic visits and travel. However, since its coverage, sample, conceptual, definitional, and domestic tourism expenditures in New Brunswick increased by 3% to 2,268,000 and operational aspects were all changed, its estimates of visitation volume and tourism $789,425,000, respectively. However, these TSRC figures cannot be compared to past expenditures cannot be directly compared to the former CTS - upon which former New Brunswick tourism reports based on the former CTS. New Brunswick tourism reports were based.

10 Statistics Canada (2007). Communications for the Travel Survey of Residents of Canada. http://www.statcan.gc.ca/imdb-bmdi/document/3810_D3_T9_V1-eng.pdf http://www.statcan.gc.ca/imdb-bmdi/3810-eng.htm 11 Statistics Canada (2008). Domestic Travel Statistics: 1998-2006 - Project to Bridge the Travel Survey of the Residents of Canada to the Canadian Travel Survey 22 23