New Brunswick Tourism Indicators Summary Report 2011 April 2012 New Brunswick Tourism Indicators Summary Report 2011 April, 2012 Published by: Province of New Brunswick P.O. Box 6000 Fredericton, New Brunswick Images: Department of Culture, Tourism and Healthy Living, New Brunswick, Canada 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