New Brunswick Tourism Indicators Summary Report 2011 April 2012 Tourism Indicators Summary Report 2011 April, 2012

Published by:

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

Images: Department of Culture, Tourism and Healthy Living, New Brunswick,

8707/9290 Table of Contents Preface ...... 1 Appendix A: New Brunswick Tourism Indicator Definitions 16 2011 New Brunswick Tourism Season Summary ...... 2 Accommodations Occupancy Indicators ...... 16 Economic factors ...... 2 Attractions Attendance Indicators ...... 17 Weather Factors 2 Appendix B: Statistics Canada Travel Surveys ...... 19 The Importance of Tourism in the New Brunswick Economy 3 Visits and Visitor Spending Estimates ...... 19 Visits in New Brunswick 5 Appendix C: Quarterly Visits ...... 5 New Brunswick Travel Market Summary - Domestic ...... 20 Trip Reasons ...... 5 Appendix D: Monthly Domestic Visits ...... 6 New Brunswick Travel Market Summary - International 23 Mode of Transportation 6 United States Border Crossings ...... 7 Airport Passengers 7 Cruise Calls 8 New Brunswick Accommodations ...... 9 Provincial Park Campgrounds 12 Attractions Attendance 13 Provincial Visitor Information Centres 15

Preface The New Brunswick Department of Culture, Tourism and Healthy Living collects and reports on a monthly basis provincial tourism indicators such as accommodation occupancy, provincial park campground occupancy, provincial visitor information centre counsels, and attraction visits.

The Department is also a partner in Statistics Canada’s core travel surveys, to provide estimates of the volume of visits and visitor spending for each of New Brunswick’s five scenic drive tourism regions. Note that 2010 is the most recent reference year available from Statistics Canada’s travel surveys.

This year-in-review report summarizes all of these tourism indicators, to inform business planning for tourism development projects and marketing activities.

1 2011 New Brunswick Tourism Season Summary In 2011, the economic and weather climates defined the New Brunswick tourism accommodation room rates were decreasing to match New Brunswick, and less season. Despite these negative influences, total visits and accommodation room expensive accommodations could be found in New England3. nights sold in New Brunswick in 2011 remained at 2010 levels, and forecast visitor spending in the province increased by 5% in line with travel price increases1. All of these economic factors weighed against American and other international travel to Canada. Unlike the recession of 2009 which kept Canadian travellers closer to home, 2011 exchange rates led Canadian travellers to take advantage of relatively Economic factors less expensive destinations in the United States and abroad. Canadian consumer confidence levels were depressed throughout 2011, and ended the year at the lowest level observed since May 2009 – the low point of the last Canadian trips to the United States and other countries increased by 5% in 2011 over recession. Canadian buying intentions for discretionary purchases wavered, keeping 2010, while international trips to Canada declined by 1%. New Brunswick border domestic travel intentions below average levels. Meanwhile, American consumer crossings saw nearly double the number of Canadians returning from U.S. auto trips of confidence dropped to three-decade lows in 2011. Leading economic indicators from one or more nights, than U.S. residents coming to Canada on auto trips of one or more the other major international travel markets of the United Kingdom, France, and nights (503,946 Canadian trips versus 237,450 American trips). Québec also saw 66,844 Germany also remained at levels reflecting the previous recession in 2009. more residents returning from U.S. auto trips of one or more nights in 2011 than in 2010. This increased cross-border travel activity by New Brunswick and Québec residents was At the same time, the cost of travelling in Canada increased. As of June 2011, the at the expense of New Brunswick visits. However, in contrast to the 7% decrease in U.S. overall Canadian travel price index was 3% higher than the pre-recession peak resident auto trips of one or more nights in 2011, New Brunswick accommodations sold reached in the third quarter of 2008. The World Economic Forum ranked Canada at 4% more room nights to U.S. and other international residents than in 2010. 105 out of 139 countries in terms of price competitiveness2, meaning that only 34 countries were more expensive travel destinations. Weather Factors The value of the Canadian Dollar exceeded that of the American Dollar for most of 2011 began with publicized weather events that damaged New Brunswick trails, the 2011 tourism season, reaching nearly $1.05 USD in July 2011. The Canadian Dollar beaches, and coastal tourism attractions. also gained against the British Pound and the Euro in 2011. From May to the end of September 2011, New Brunswick had rain on 60% of Fuel prices in New Brunswick in June 2011 averaged $1.24 per Litre, representing a weekends (and on 46% of days, overall). 29% increase over June 2010. Fuel prices in New Brunswick in 2011 were up to a third higher than in Maine, when factoring in the relative currency exchange rate. Rain events related to the Atlantic hurricane season continued in August and September, with hurricanes Irene, Maria, and Ophelia. Similarly, New Brunswick accommodation room rates increased in 2011. In 2009 and 2010, New Brunswick accommodation room rates had been among the lowest This weather in the Maritimes in 2011 curtailed highly weather-dependent short- available in Atlantic Canada and New England. In 2011, other Maritime provincial haul trips between Maritime provinces. The poor weather also contributed to the 6% decrease in provincial park campsite nights sold in 2011. Outdoor attraction visits 1 Conference Board of Canada (2012). Travel Markets Outlook – National Focus – Autumn also declined by 6% in 2011 as compared to 2010, while indoor attraction attendance 2011. Retrieved March 5, 2012 from remained stable. www.conferenceboard.ca/e-library/abstract.aspx?did=4602 . 2 World Economic Forum (2011). The Travel & Tourism Competitiveness Report 2011. 3 MacKellar Cunningham & Associates Ltd. (August 2011). Retrieved February 13, 2012 from www.weforum.org/reports. The 2011 East Coast Room Rate Report. 2 3 The Importance of Tourism in the New Brunswick Economy Conferences, Conventions, Meetings, Events Tourism is critical to New Brunswick’s culture, heritage, arts, recreation, and entertainment industries, Shopping / and it also contributes significantly to New Brunswick’s service industries including transportation and Retail Other Business: 3% Recreation / Other travelling services, accommodations, and food and beverage services. Entertainment Accommodations 5% 8% 6% These industries comprise the tourism sector. In 2010, 34,700 employees worked in the tourism 6% 4 26% sector, representing 9% of New Brunswick’s labour force . The majority of these employees in Groceries New Brunswick’s tourism sector were employed full time, while 28% worked part-time. Across 8% New Brunswick, there were 3,088 tourism sector business locations in 20105. Visiting Friends/ Relatives Vacation Visits in the province of New Brunswick in 2010 contributed an estimated $1.1 billion in tourism-related 45% spending on accommodations, restaurants, shopping, travel, and travel activities6. Non-resident 41% 22% 16% visitor spending was estimated at $638 million in 2010. The total impact of this visitor spending on Vehicle Operation / Fuel provincial GDP has been estimated at $738 million, representing 3.5% of provincial GDP (see Table 1)7. This estimated tourism share of provincial GDP ranks with the combined 3.5% share that the primary Restaurants 14% industries of agriculture, forestry, and fishing represent in the New Brunswick economy. Transportation This economic activity sustained an estimated 19,600 full-time equivalent jobs (FTEs) in 20107. New Brunswick jobs sustained by tourism extend beyond the tourism sector itself, as tourism demand Figure 1: Categorized 2010 non-resident visitor must also be supplied by New Brunswick’s retail and manufacturing industries. spending3,000 in New Brunswick on visits of one or more nights. 000’s Visitor spending also benefited New Brunswick’s provincial and municipal governments through 2009 2010 Source: New Brunswick Department of Culture, estimated tax revenues of $103 million and $17 million, respectively, in 20107. This allows for further Tourism and Healthy Living investment in culture and recreation facilities that benefit the residents of New Brunswick, and 2,500 provides incremental funding to support education, health care, and other vital programs. 2,000

Rented Automobile 2% 1,500 Commercial Airline 6% 4 Source: Canadian Tourism Human Resource Council Private Automobile RVs 1% 5 Source: Statistics Canada Business Register (June 2010). Location counts are of active businesses within the 29 85% industry groups that are part of the Canadian Tourism Satellite Account, and have corporate income tax (T2) 1,000 Bus 3% accounts and GST accounts with annual gross incomes exceeding $30,000. Other 2% 6 Source: Statistics Canada (2010). Travel Survey of Residents of Canada, and International Travel Survey Other 500 New England 7 Source: New Brunswick Department of Culture, Tourism and Healthy Living States United States 0 Total NB Atlantic Qué Ont. Western Mid-Atlantic Overseas 2 3 Canada Canada States

2009 2010 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 New Brunswick Tourism Economic Indicator 2010 Total visitor spending $1,105,786,000 Non-resident visitor spending $638,347,500

Tourism GDP $737,845,000 % of Provincial GDP 3.5%

Employment Total tourism sector businesses 3,088 Total tourism sector employment 34,700 FTEs sustained by tourism 19,600

Government revenue attributable to tourism Federal taxes $164,857,500 Provincial taxes $103,186,000 Municipal taxes $16,721,000

Table 1: Tourism sector employment and economic measures. Source: Statistics Canada, Canadian Tourism Human Resource Council, New Brunswick Department of Culture, Tourism and Healthy Living

4 5 Conferences, Conventions, Meetings, Events Shopping / Retail Other Business: 3% Recreation / Other Entertainment Accommodations 5% 8% 6% 6% 26% Groceries 8%

Visiting Friends/ Relatives Vacation 45% 41% 22% 16% Vehicle Operation / Fuel

Restaurants 14%

Transportation

3,000 000’s 2009 2010

2,500

2,000

Rented Automobile 2% 1,500 Commercial Airline 6% Private Automobile RVs 1% 85% Bus 3% Conferences, Conventions, Meetings, Events 1,000 Shopping / Retail Other Business: 3% Other 2% Recreation / Other New England Other Entertainment Accommodations 5% 500 8% 6% States United 6% States 26% Groceries 8% 0 Total NB Atlantic Qué Ont. Western Mid-Atlantic Overseas Canada Canada States Visiting Friends/ Relatives Vacation 45% 41% 22% 16% Vehicle Operation / Fuel 2009 2010 400 VisitsRestaurants in New Brunswick14% 000’s In 2010, New Brunswick welcomedTransportation an estimated 2.96 million visits of one or more Quarterly Visits Q1 350 nights from New Brunswick residents on out-of-town trips, from other parts of Q4 Quarterly non-resident overnight visits to 171,800 Canada, from the United States, and from overseas (see Figure 2). 262,500 New Brunswick reflecting the seasonality of 300 3,000 New Brunswick tourism in 2010 is depicted in 223,500 Q2 250 000’s 2009 2010 Figure 3. Figure 3: Quarterly visits of one or more 2,500 200 nights in New Brunswick by non-residents. Source: Statistics Canada (2010). Travel Survey 150 2,000 of Residents of Canada, and the International Travel Survey 583,100 100 Rented Automobile 2% Q3 1,500 Trip Reasons Commercial Airline 6% 50 AccordingPrivate Automobileto Statistics Canada’s travelRVs 1% surveys, main85% trip reasons for New Brunswick visits of one or more nights break Bus 3% 0 1,000 down as illustrated in Figure 4. The majority of New Brunswick visits in 2010 were Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec for visiting friends and relatives, or forOther vacation. 2% Meetings, conventions, and other Other non-routine business trips represented 8% 500 New England States United of main trip reasons. Non-routine shopping Conferences, Conventions, Meetings, Events States Shopping / Retail trips, personal trips, and trips for educational Other Business: 3% Recreation / study were among the 6% of other main Other 0 Entertainment Accommodations 5% Total NB Atlantic Qué Ont. Western Mid-Atlantic Overseas8% trip reasons reported for overnight visits to 6% Canada Canada States 6% New Brunswick in 2010. 26% Groceries 8% Figure 4: Main trip reasons for visits of one Figure 2: Visits of one or more nights in New Brunswick, by region of origin. or more nights in New Brunswick, by non- Source: Statistics Canada Travel Survey of Residents of Canada, and International residents. Visiting Friends/ 2009 2010 Vacation Travel Survey Source: Statistics Canada (2010). Travel Survey Relatives 400 45% 41% 22% 000’s of Residents of Canada, and the International 16% TravelVehicle Survey Q1 350 Operation / Fuel Q4 171,800 Restaurants 14% 262,500 300 Transportation 223,500 Q2 250

200 3,000 4 5 000’s 2009 2010 150 583,100 2,500 100 Q3 2,000 50

Rented Automobile 2% 0 1,500 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Commercial Airline 6% Private Automobile RVs 1% 85% 1,000 Bus 3% Other 2% Other 500 New England States United States 0 Total NB Atlantic Qué Ont. Western Mid-Atlantic Overseas Canada Canada States

2009 2010 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 / Retail Other Business: 3% Recreation / Other Entertainment Accommodations 5% 8% 6% 6% 26% Groceries 8%

Visiting Friends/ Relatives Vacation 45% 41% 22% 16% Vehicle Operation / Fuel

Restaurants 14%

Transportation

3,000 000’s 2009 2010

2,500 Conferences, Conventions, Meetings, Events Shopping / Retail Other Business: 3% 2,000 Recreation / Other Entertainment Accommodations 5% 8% 6% 6% Rented Automobile 2% 26% 1,500 Commercial Airline 6% Groceries 8% Private Automobile RVs 1% 85% 1,000 Bus 3% Visiting Friends/ Relatives Vacation Other 2% 45% Other 41% 500 New England 22% 16% States United Vehicle States Operation / Fuel 14% 0 Restaurants Total NB Atlantic Qué Ont. Western Mid-Atlantic Overseas Transportation Canada Canada States Monthly Domestic Visits Mode of Transportation Monthly visits of one or more nights in New Brunswick by Canadian residents Nearly 90% of Canadian residents visiting in (including New Brunswick residents) are depicted in Figure 5. New Brunswick for one or more nights travelled 3,000 by car, as of 2010 (see Figure 6). Statistics Canada’s 000’s 2009 2010 2009 2010 International Travel Survey reports only mode 400 of entry into Canada rather than primary mode 2,500000’s of transportation while on trips, but American Q1 350 transportation patterns are comparable to Q4 Canadian resident visitors to New Brunswick. 171,800 2,000 262,500 300 Rented Automobile 2% 223,500 Q2 2501,500 Commercial Airline 6% Private Automobile RVs 1% 200 85% 1,000 Bus 3% 150 Other 2% Other 583,100 500 New England 100 States United States Q3 50 0 Total NB Atlantic Qué Ont. Western Mid-Atlantic Overseas 0 Canada Canada States Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Figure 6: Primary mode of transportation for trips Figure 5: Monthly visits of one or more nights in New Brunswick by by Canadian residents visiting New Brunswick for Canadian residents. one2009 or more nights.2010 Source: Statistics Canada Travel Survey of Residents of Canada 400 Source: Statistics Canada (2010). Travel Survey of 000’s Residents of Canada Q1 350 Q4 171,800 262,500 300

223,500 Q2 250

200 6 7 150 583,100 100 Q3 50

0 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec United States Border Crossings Airport Passengers New Brunswick border crossings observed a 7% decrease in U.S. resident auto trips The number of passengers travelling through New Brunswick’s three major of one or more nights in 2011 as compared to 2010 (see Table 2). airports increased to 1.1 million in 2011, nearly regaining the peak observed in 2008 (1,089,225) before the 8% decline in the recession year of 2009 (see Table 3). However, New Brunswick attractions reported increases in visits by U.S. residents, and accommodation room nights sold to U.S. and other international residents increased by 4%. % Change New Brunswick air 2011 vs. The contrast between U.S. resident border crossings by auto and visits in passenger movements 2009 2010 2011 2010 New Brunswick may be explained in part through the significant decreases in through traffic to other Maritime provinces. Nova Scotia reported a 6% decrease Total (Fredericton, 1,001,291 1,053,617 1,061,075 +1% in U.S. resident entries by road in 2011,8 and Prince Edward Island reported a 9% Moncton, and Saint John decrease in overnight stays by U.S. residents in 20119. airports)

United States resident % Change Table 3: Total passenger movements through New Brunswick’s three major airports. border crossings into 2011 vs. Source: Transport Canada, Advanced enplaned and deplaned passenger movements New Brunswick by auto 2009 2010 2011 2010 – Atlantic Region Airports Same-day trips 764,456 732,771 651,149 -11% One or more nights 233,678 255,051 237,450 -7% Canadian residents returning through New Brunswick border crossings by auto Same-day trips 2,678,937 2,949,310 3,215,748 +9% One or more nights 408,173 479,416 503,946 +5%

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

8 Government of Nova Scotia – Economic and Rural Development and Tourism (2012). Monthly Visitation by Origin. Retrieved March 6, 2012 from www.gov.ns.ca/econ/ tourism/research/facts-figures/key-tourism-indicators.asp. 9 Government of Prince Edward Island – Tourism and Culture (December 2011). Prince Edward Island Tourism Indicators. Retrieved March 6, 2012 from www.gov.pe.ca/photos/original/current_tourism.pdf.

6 7 Cruise Calls The port of Saint John received 65 cruise ships and welcomed 184,790 passengers in 2011, returning to 2009 levels after a peak in 2010 (see Table 4). The 2011 hurricane season saw some cruise ships diverted from Saint John.

% Change New Brunswick cruise 2011 vs. calls and passengers 2009 2010 2011 2010 Cruise Ships 73 76 65 -14% Passengers 186,538 205,883 184,790 -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 2011, consistent with 2010 but not keeping pace with the 1.5% increase in room nights available and therefore dropping the provincial accommodation occupancy rate by one point (see Table 5).

The average daily room rate in New Brunswick, as observed in the month of August, decreased by $2.18 to $112.73 in 2011.

Accommodation room nights sold to U.S. and other international residents in 2011 increased to a level last observed in 2005. With the exception of the Miramichi area and southeastern New Brunswick which saw a 16% increase, overnight stays by U.S. and other international residents appeared to shift to urban centres, from the Fundy area to Saint John, and from the Acadian Peninsula to the Greater Moncton area. International and domestic accommodation room nights sold in the Greater Moncton area continued to show increases in 2011, after increases in 2010 attributable to events including the IAAF World Junior Championships. Increased accommodation room nights sold in the Greater Moncton area offset declines in room nights sold throughout the rest of the province in 2011 (see Table 6).

% Change Accommodations 2009 2010 2011 2011 vs. 2010 Room Nights Sold 1,702,533 1,710,803 1,708,792 0% Room Nights Available 3,316,656 3,342,612 3,392,056 +1.5% Occupancy Rate 51% 51% 50% -1 Average Daily Room $118.79 $114.91 $112.73 -2% Rate

Table 5: New Brunswick accommodation room nights available and sold, occupancy rates, and average daily room rates. Source: New Brunswick Department of Culture, Tourism and Healthy Living, and the Conference Board of Canada (Pannell Kerr Forster Consulting Inc., Trends in the Canadian Hotel Industry)

8 9 Accommodation Room nights % change Accommodation Room nights % change Provincial Visitor 2011 vs. Provincial Visitor 2011 vs. Region Origin 2009 2010 2011 2010 Region Origin 2009 2010 2011 2010 Total Total 3,316,656 3,342,612 3,392,056 1.5% Fundy Total 235,443 220,695 213,879 -3.1% Province Available Available Total Sold 1,702,533 1,710,803 1,708,792 -0.1% Total Sold 102,070 95,154 90,288 -5.1% NB Resident 777,138 768,968 764,083 -0.6% NB Resident 33,720 33,448 36,072 7.8% Canadian 801,985 815,505 813,129 -0.3% Canadian 51,952 46,287 39,864 -13.9% non-resident non-resident U.S. / Intl 123,410 126,330 131,580 4.2% U.S. / Intl 16,398 15,419 14,352 -6.9% Resident Resident Saint John Total 538,766 531,726 532,781 0.2% Saint John Total 571,788 570,044 560,591 -1.7% River Valley Available Available Total Sold 237,907 228,989 226,133 -1.2% Total Sold 317,270 295,069 289,104 -2.0% NB Resident 92,658 91,042 91,629 0.6% NB Resident 156,759 133,039 133,073 0.0% Canadian 131,332 123,688 120,089 -2.9% Canadian 125,345 127,400 119,181 -6.5% non-resident non-resident U.S. / Intl 13,917 14,259 14,415 1.1% U.S. / Intl 35,166 34,630 36,850 6.4% Resident Resident Fredericton Total 550,735 538,885 554,536 2.9% Available Total Sold 322,095 318,843 316,159 -0.8% NB Resident 177,895 181,949 172,215 -5.3% Canadian 125,669 116,770 124,199 6.4% non-resident U.S. / Intl 18,531 20,124 19,745 -1.9% Resident 10 11 Accommodation Room nights % change Accommodation Room nights % change Provincial Visitor 2011 vs. Provincial Visitor 2011 vs. Region Origin 2009 2010 2011 2010 Region Origin 2009 2010 2011 2010 Moncton & Total 860,386 888,425 929,152 4.6% Miramichi Total 215,188 240,749 253,523 5.3% Dieppe Available River & Available Southeastern Total Sold 467,251 515,221 538,550 4.5% NB Total Sold 84,101 89,999 89,257 -0.8% NB Resident 173,766 187,065 194,552 4.0% NB Resident 42,598 46,079 45,660 -0.9% Canadian 263,744 297,392 308,732 3.8% Canadian 36,420 38,490 37,305 -3.1% non-resident non-resident U.S. / Intl 29,741 30,764 35,266 14.6% U.S. / Intl 5,083 5,430 6,292 15.9% Resident Resident

Acadian Total 344,350 352,088 347,594 -1.3% Table 6: New Brunswick accommodation room nights available and sold, by Peninsula & Available provincial region and visitor origin. Northern NB Total Sold 171,839 167,528 159,301 -4.9% Source: New Brunswick Department of Culture, Tourism and Healthy Living NB Resident 99,742 96,346 90,882 -5.7% Canadian 67,523 65,478 63,759 -2.6% non-resident U.S. / Intl 4,574 5,704 4,660 -18.3% Resident

10 11 Provincial Park Campgrounds Provincial park campgrounds sold 74,895 campsite nights in 2011, representing a decrease compared to recent years (see Table 7). Poor camping weather contributed to the decrease in campsite nights spent by residents and non-residents alike (see Table 8).

Campsite Nights Sold Occupancy Rate (%) % Change % point change 2009 2010 2011 2011 vs. 2010 2009 2010 2011 2011 vs. 2010 May 4,128 4,225 3,475 -18% 23.1 33.7 25.0 -8.7 June 11,687 12,873 12,222 -5% 27.8 29.6 27.5 -2.1 July 25,481 28,604 27,552 -4% 58.5 63.7 59.3 -4.4 August 24,417 27,750 23,293 -16% 56.1 61.7 50.3 -11.4 September 8,693 8,028 7,374 -8% 29.9 27.6 29.8 2.2 October 1,323 1,220 979 -20% 25.2 25.5 27.3 1.8 Total - May to October 75,729 82,700 74,895 -9% 41.8 46.0 41.7 -4.3

Table 7: Provincial park campground site night sales and occupancy rates by month. Note: Oak Bay Provincial Park is excluded. Source: New Brunswick Department of Culture, Tourism and Healthy Living

Provincial Park Campsite Nights Sold % Change Provincial Park Campsite Nights Sold % Change Visitor Origin 2009 2010 2011 2011 vs. 2010 Visitor Origin 2009 2010 2011 2011 vs. 2010 Local NB Residents 26,133 27,687 25,364 -8% Other United States 1,402 1,510 1,405 -7% Non-local NB Residents 25,852 28,627 27,288 -5% Other International 501 571 553 -3% Atlantic Canada 2,438 3,102 2,729 -12% Total 75,729 82,700 74,895 -9%

Ontario 4,549 5,048 3,874 -23% Table 8: Provincial park campground site night sales by visitor origin. Québec 12,093 13,058 10,760 -18% Note: Oak Bay Provincial Park is excluded. Source: New Brunswick Department of Culture, Tourism and Healthy Living Western Canada 921 969 940 -3% New England States 1,840 2,128 1,982 -7% 12 13 Attractions Attendance Overall attraction visits between May and October of 2011 declined in comparison generally reflected this pattern as did regional attraction attendance patterns, where to the same period in 2010, with outdoor attractions including New Brunswick’s covered attractions and gardens contributed to the 11% increase in visits reported natural wonders and historic sites reporting 6% fewer visits while visits to museums, along the Saint John River Valley. Parks and historic sites along the Fundy coast galleries, zoos, and aquariums remained relatively stable and gardens attracted countered this pattern, however, by sustaining attraction visits in that region (see more visits. Attendance at leading provincially or federally supported attractions Tables 9, 10, and 11).

Attraction Attendance at Selected Attractions - May to October % Change Attraction Visitation by Type of Attraction- May to October % Change 2011 vs. 2011 vs. Attraction Visits 2009 2010 2011 2010 Attraction Type 2009 2010 2011 2010 217,270 204,078 196,716 -4% Gardens 33,203 32,955 35,145 7% The 174,705 177,622 173,694 -2% Historic Sites 255,681 264,874 249,076 -6% Kouchibouguac National Park 123,615 128,395 118,269 -8% Museums and 78,113 77,985 77,634 0% Village Historique Acadien 66,025 56,001 51,752 -8% Galleries Fundy Trail Parkway 43,539 57,708 46,494 -19% Natural Wonders 571,733 610,627 571,578 -6% Le Pays de la Sagouine 53,217 56,767 45,022 -21% Zoos and Aquariums 204,824 191,619 192,163 0% 43,486 44,627 44,107 -1% Total 1,143,554 1,178,060 1,125,596 -4% Kings Landing 36,394 36,694 33,250 -9% Table 10: Numbers of visits reported by New Brunswick tourism indicator attractions during the May – October tourism season, by attraction category. Aquarium and Marine Centre 32,551 30,640 29,580 -3% Source: New Brunswick Department of Culture, Tourism and Healthy Living Mount Carleton 25,189 26,459 20,128 -24% Kingsbrae Garden 18,472 18,231 17,905 -2% Fort Beausèjour 13,451 15,468 14,812 -4% Total 847,914 852,690 791,729 -7%

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 Culture, Tourism and Healthy Living

12 13 Attraction Visitation by Region % Change 2011 vs. Provincial Region 2009 2010 2011 2010 Saint John River Valley 108,833 111,130 122,812 11% Fredericton 163,545 158,035 153,331 -3% Fundy 575,537 587,266 591,148 1% Saint John 370,543 414,062 370,969 -10% Moncton & Dieppe 305,844 323,006 311,383 -4% Acadian Peninsula and 130,324 118,405 107,263 -9% Northern NB Miramichi River and 344,321 348,638 294,408 -16% Southeastern NB Total 1,998,947 2,060,542 1,951,314 -5%

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

14 15 Provincial Visitor Information Centres Provincial Visitor Information Centres (VICs) counselled 70,653 visitor parties and 289 bus tour groups during their 2011 season (see Table 12). While bus tour group counsels remained consistent with 2010, visitor party counsels declined by 9%.

Provincial Visitor Information Centre - Counsels % Change Visitor Origin 2009 2010 2011 2011 vs. 2010 New Brunswick Residents 5,898 4,734 4,363 -8% Atlantic Canada 7,928 5,538 4,984 -10% Ontario 22,801 25,627 22,707 -11% Québec 29,327 19,621 18,190 -7% Western Canada 5,459 3,809 3,719 -2% New England States 6,907 5,081 4,648 -9% Other United States 10,398 9,487 7,937 -16% Other International 4,808 3,624 4,105 13% Total 93,526 77,521 70,653 -9% Bus Tour Groups Canadian Bus Tours 219 206 233 13% United States Bus Tours 78 71 50 -30% Other International Bus 9 9 6 -33% Tours Total 306 286 289 1% Grand Total - Counsels 93,832 77,807 70,942 -9%

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

14 15 Appendix A: New Brunswick Tourism Indicator Definitions Accommodations Occupancy Indicators Occupancy Reporting Room night: one room occupied for one night in a fixed-roof Provincial Region Region Code Occupancy Reporting Region Description accommodation participating in New Brunswick’s roofed Saint John River A (City) accommodation reporting program. Valley B Québec Border to Grand Falls (Town) Room nights available: total number of units reported as C Grand Falls to Woodstock available for sale during the reference time period by fixed- roof accommodations participating in New Brunswick’s roofed D Woodstock (Town) to Fredericton accommodation reporting program. This may vary over time due F Fredericton to Sussex (Town), Minto, Chipman, to the addition of accommodations in an area of the province, Gagetown expansions by existing properties, or closures of some rooms or properties due to renovations or other circumstances. Fredericton E Fredericton (City) Fundy G Campobello, Deer Island & Grand Manan Room nights sold: total number of units reported as sold during the reference time period by fixed-roof accommodations I Moncton to Nova Scotia & PEI Borders participating in New Brunswick’s roofed accommodation reporting J St. Andrews (Town) to Saint John program. L Harvey, McAdam, St. Stephen to St. Andrews Occupancy rate: percentage based on the division of the number S Hillsborough to Alma (via Fundy) of rooms reported as sold by the number of rooms reported as available for sale during the reference time period by fixed- Saint John K Saint John (City) roof accommodations participating in New Brunswick’s roofed Moncton & Dieppe H Moncton (City) and Dieppe (City) accommodation reporting program. Acadian Peninsula & O Campbellton (City) to Bathurst Occupancy reporting region, Provincial region: to preserve Northern NB confidentiality of individual properties’ business operations, P Bathurst (City) accommodation occupancy data are aggregated into 20 Q Grande-Anse to Neguac occupancy reporting regions. These 20 occupancy reporting T Tide Head to Saint-Leonard regions are further aggregated into 7 larger provincial regions based on number of units per region. Miramichi River & M Shediac to Cape Tormentine Southeastern NB The following table lists the provincial regions and their N Fredericton to Miramichi (City) constituent occupancy reporting regions. R Miramichi to Moncton

Table 13: Provincial regions defined for the aggregation of New Brunswick tourism indicator accommodations. 16 17 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. Attraction visits are reference area, attraction type, or time period. Data collection methods vary by aggregated by type to preserve confidentiality of individual properties’ business attraction, and so number of visits is used rather than number of paid admissions, 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 included in each type are listed in the following table. Attraction type: New Brunswick attractions are categorized into themes consistent with regional and national tourism indicator categories, such as ‘historic sites.’

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

16 17 Provincial Region Attractions Included Provincial Region Attractions Included Acadian Peninsula & New Brunswick Aquarium and Marine Centre Miramichi River & Atlantic Salmon Museum Northern NB Mount Carleton Southeastern NB Doak Historic Site Musée acadien de Caraquet Irving Eco-Centre, La Dune de Bouctouche Ecological Park of the Acadian Peninsula Kouchibouguac National Park Village Historique Acadien La Savonnerie Olivier / The Olivier Soapery Le Pays de la Sagouine Fredericton Beaverbrook Art Gallery Musée de Kent Christ Church Cathedral Plage de l’Aboiteau Government House Kings Landing Historical Settlement Moncton & Dieppe Lutz Mountain Heritage Museum & Meeting House Mactaquac Generating Station Magic Mountain Water Theme Park NB Sports Hall of Fame Magnetic Hill Zoo Science East Center Musée acadien de l’Université de Moncton Fredericton Region Museum Saint John National Historical Site Fundy Charlotte County Archives / The Old Gaol Cherry Brook Zoo Fundy National Park The Fundy Trail Parkway Hopewell Rocks Irving Nature Park Keillor House Museum Kings County Museum Kingsbrae Garden New Brunswick Museum La Sociéte du Quaco Museum Ministers Island Reversing Rapids Roosevelt Campobello International Park Saint John Firefighters Museum Ross Memorial Museum Saint John Jewish Historical Museum Sheriff Andrews House St. Andrews Blockhouse National Historic Site Saint John River Valley Grand Falls Gorge St. James Church Textile Museum Le Jardin Botanique du Nouveau-Brunswick Steeves House Museum The The Chocolate Museum Antique Auto Museum NB Potato Museum

Table 15: New Brunswick attractions included within each provincial region.

18 19 Appendix B: Statistics Canada Travel Surveys Visits and Visitor Spending Estimates In 2005, the former Canadian Travel Survey (CTS) was replaced by the Travel Survey of Residents of Canada (TSRC) to conform to the World Tourism Organization’s The number of visits and estimates of visitor spending reported in this document definition of tourism as travel outside of one’s ‘usual environment.’ The TSRC is the rely upon Statistics Canada’s Travel Survey of Residents of Canada (TSRC) and current common metric for domestic for the reference years of International Travel Survey (ITS). 2006, 2007, and onward. The New Brunswick Department of Culture, Tourism and Healthy Living is a partner Rather than relying on simple distances of 80 kilometers or greater as defining in these travel surveys along with the majority of Canadian provinces, the Canadian a tourism trip, the TSRC focuses on out of town trips that are not for routine Tourism Commission, Parks Canada, the Department of Canadian Heritage, and purposes such as routine commuting, business, or shopping. The TSRC therefore Statistics Canada. provides a much more tourism-focused measure of domestic travel. However, since These core travel surveys are the only nationally comparable source of visitation its coverage, sample, conceptual, definitional, and operational aspects were all volumes , visitor spending, and travel characteristics for Canada. Nationally, these changed, its estimates of visits and visitor spending cannot be directly compared surveys supply demand-side economic data for the Canadian Tourism Satellite to the former CTS - upon which New Brunswick tourism reports prior to 2006 were Account, part of Canada’s System of National Accounts. based. 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. For more information on the key differences between the current TSRC and the former CTS, please refer to Statistics Canada’s information about the Travel Survey of Residents of Canada10.

10 Statistics Canada (2011). Travel Survey of Residents of Canada. Retrieved March 6, 2012 from www.statcan.gc.ca/imdb-bmdi/3810-eng.htm.

18 19 Appendix C: New Brunswick Travel Market Summary - Domestic 2010 New Brunswick Maritime Region Travel Characteristics Total Domestic Residents (NS & PEI) Ontario Other Canada Total Visits of one or more nights 95,186,000 2,099,000 3,350,000 22,861,000 36,627,000 30,249,000 in Canada Total Visitor Spending in Canada $32,723,353,000 $654,926,000 $1,155,404,000 $7,242,172,000 $11,842,276,000 $11,828,574,000 Average Number of Nights Spent 2.9 2.6 2.8 2.6 2.7 3.3 per Visit in Canada Average Reported Spending per $232 $199 $219 $206 $206 $287 Visit in Canada

Total Visits of one or more nights 7,505,000 1,779,000 2,986,000 286,000 868,000 1,585,000 in Atlantic Canada Total Visitor Spending in Atlantic $2,694,366,000 $526,094,000 $944,270,000 $111,439,000 $499,599,000 $612,964,000 Canada Average Number of Nights Spent 3.2 2.3 2.5 3.8 5.5 4.0 per Visit in Atlantic Canada Average Reported Spending per $246 $165 $175 $370 $570 $273 Visit in Atlantic Canada

20 21 2010 New Brunswick Maritime Region Travel Characteristics Total Domestic Residents (NS & PEI) Quebec Ontario Other Canada Total Visits of one or more nights 2,505,000 1,383,000 526,000 201,000 324,000 72,000 in New Brunswick Total Visitor Spending in $849,643,000 $425,875,000 $126,071,000 $76,925,000 $172,760,000 $48,012,000 New Brunswick Average Number of Nights Spent 2.9 2.2 2.4 3.5 5.2 9.0 per Visit in New Brunswick Average Reported Spending per $241 $148 $205 $359 $534 $661 Visit in New Brunswick

Main trip purpose for visits of one or more nights in New Brunswick: Leisure 1,014,000 525,000 190,000 124,000 149,000 27,000 Business 152,000 62,000 42,000 - - - Visits with Friends and Relatives 1,213,000 716,000 276,000 - 139,000 - Other 126,000 80,000 - - - -

20 21 2010 New Brunswick Maritime Region Travel Characteristics Total Domestic Residents (NS & PEI) Quebec Ontario Other Canada Composition of Travel party: Alone 1,039,000 591,000 232,000 65,000 113,000 37,000 Adult with children 109,000 57,000 34,000 - - - Two adults 962,000 515,000 187,000 103,000 125,000 - Two adults with children 338,000 198,000 63,000 - - -

Age of travelers: 24 and under 381,000 197,000 107,000 - - - 25 to 34 477,000 311,000 87,000 - - - 35 to 44 399,000 211,000 88,000 - - - 45 to 54 448,000 270,000 91,000 - - - 55 and over 799,000 393,000 154,000 111,000 119,000 -

Accommodation Types: Hotel or Motel 748,000 229,000 169,000 102,000 224,000 24,000 Camping or Trailer Park 163,000 101,000 18,000 - - - Cottage or Cabin 238,000 180,000 39,000 - - - Friends and Relatives Only 1,285,000 802,000 305,000 55,000 80,000 43,000 Other 71,000 71,000 - 44,000 20,000 5,000

22 23 Appendix D: New Brunswick Travel Market Summary - International 2010 Total United Total United Travel Characteristics States New England Mid-Atlantic Overseas Kingdom France Germany Total Visits of one or more nights in Canada 12,630,100 1,413,300 2,618,100 5,402,900 831,600 513,400 446,100 Total Visitor Spending in Canada $6,749,915,500 $610,069,200 $1,219,819,400 $5,677,067,900 $813,014,300 $528,018,900 $476,848,800 Average Number of Nights Spent per Visit in 3.7 3.3 3.3 13.4 10.7 13.0 12.4 Canada Average Reported Spending per Visit in $495 $392 $412 $1,049 $976 $1,027 $1,068 Canada

Total Visits of one or more nights in Atlantic 646,600 362,500 68,200 235,300 40,200 24,500 26,100 Canada Total Visitor Spending in Atlantic Canada $424,035,300 $140,624,900 $63,381,500 $318,342,300 $44,548,500 $24,322,800 $38,560,000 Average Number of Nights Spent per Visit in 5.7 4.0 6.8 17.3 18.3 10.9 19.6 Atlantic Canada Average Reported Spending per Visit in $612 $318 $926 $1,352 $1,103 $989 $1,480 Atlantic Canada

Total Visits of one or more nights in 381,900 260,700 20,200 68,200 11,900 10,100 8,500 New Brunswick Total Visitor Spending in New Brunswick $117,136,200 $64,789,300 $6,834,100 $59,254,400 $7,647,300 $7,088,900 $8,594,200 Average Number of Nights Spent per Visit in 2.9 2.5 2.9 12.5 18.7 9.4 10.4 New Brunswick Average Reported Spending per Visit in $233 $152 $329 $869 $640 $700 $1,014 New Brunswick

22 23 2010 Total United Total United Travel Characteristics States New England Mid-Atlantic Overseas Kingdom France Germany Main trip purpose for visits of one or more nights in New Brunswick: Leisure 128,200 44,600 11,900 31,700 5,600 6,000 5,600 Business 23,900 15,300 1,000 11,000 1,400 1,200 1,400 Visits with Friends and Relatives 190,600 168,500 5,700 18,800 4,700 2,400 1,500 Other 39,200 32,300 1,600 6,700 200 500 -

24 25 2010 Total United New Total United Travel Characteristics States England Mid-Atlantic Overseas Kingdom France Germany Composition of Travel party: Alone 38,200 23,700 2,700 28,100 6,000 2,000 2,800 Adult with children 6,700 6,700 - 600 300 - - Two adults 254,400 188,000 13,900 29,000 5,700 5,000 3,900 Two adults with children 16,600 10,700 600 3,100 - 2,500 300 Three or more adults 38,300 17,000 1,100 2,400 - - 700 Three or more adults with children 8,000 5 ,000 1,400 3,300 - - 400 Other 19,700 9,600 500 1,700 - 600 400

Age of travelers: 24 and under 96,600 92,400 1,100 9,200 1,100 1,200 500 25 to 34 10,700 7,600 600 10,300 1,300 1,800 2,100 35 to 44 68,900 59,300 1,600 9,500 1,100 900 1,200 45 to 54 27,800 13,000 3,200 11,900 100 2,300 1,100 55 and over 158,200 78,800 13,100 25,600 8,300 3,200 3,200

Accommodation Types: Hotel or Motel 216,900 153,000 10,900 31,900 5,500 5,500 3,500 Camping or Trailer Park 21,600 12,200 700 2,100 - - 900 Cottage or Cabin 16,600 12,600 1,100 1,100 500 - 200 Friends and Relatives Only 83,800 66,400 4,700 17,000 4,100 4,300 1,100 Other 43,000 16,500 2,800 16,100 1,800 300 2,800

24 25