A discussion of how economic development and tourism are related, areas of conflict and how economic development and tourism practitioners can support each other from my presentation to the Economic Developers Association of Canada.
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Economic Development and Tourism
1. Economic Development
and Tourism
Challenging Perceptions
EDAC 2016 October 23, 2016
Photo: http://blog.vegas.com/wp-content/uploads/2010/10/tacky.jpg http://www.businessnewsdaily.com/
2. Aileen Murray
25+ years helping businesses and communities grow
15 years hands on economic development & tourism
experience
7 years leading Mellor Murray Consulting
2
3. The Challenge
Tourism’s contribution to jobs and
investment is undervalued
Many tourism claims aren’t
supported by data
EDOs and DMOs fail to collaborate
3
4. Tourism is a Basic Industry
Basic Industry – industries that
produce goods and services sold to
consumers outside the region
Non-basic industry – industries that
produce goods and services consumed
locally
Photo: http://www.sfl2000.com/wp-content/uploads/2011/03/Export-box.jpg
4
5. $90.3
BILLION
Source: TIAC Travel and Tourism Fast Facts, National Travel Indicators, Statistics Canada (2015Q2)
5
Total Tourism Spending in
Canada
7. Source: TIAC Travel and Tourism Fast Facts, National Travel Indicators, Statistics Canada (2015Q2)
7
Tourism Employment in Canada
1.7 million jobs 2015
3.5% or 627,000 directly tied to tourism
8. Tourism in Canada
1 in 11 jobs in Canada
8% of Total Employment
8
Source: TIAC Travel and Tourism Fast Facts, National Travel Indicators, Statistics Canada (2015Q2)
14. Why Measure Economic Impact?
Accountability
Sponsorship
Funding Programs
Government support
Community support
Compare performance
To previous years
To other regions
14
http://www.omnicareersearch.com/
15. The Economic Impact Statement
Tourism brought ______ visitors to the
community.
These tourists generated $_______ in
economic impact, ______ jobs for the
community and added $______ to the local
taxes.
Photo: http://allareoneplus.blogspot.ca/2012/03/quote-58-pride-megaphone.html
15
16. Tourism Economic Impact Model
Sector
Transportation
Entertainment
Recreation
Retail
Food & Beverage
Accommodation
Impact
Direct
Indirect
Induced
Effect
Production
Jobs
Wages
Taxes
Tourist
Spending
16
18. Direct
impact
• The impact generated in businesses that provide goods
and services directly to travelers
• ie. restaurants and accommodations
Source: www.mtc.gov.on.ca/en/research/treim/treim.shtml
19. Indirect
impact
• The impact resulting from the expansion of demand from
businesses that directly provide goods and services to
travelers to other businesses or sectors
• ie. Food suppliers
Source: www.mtc.gov.on.ca/en/research/treim/treim.shtml
20. Induced
impact
• The impact associated with the re-spending of labour
income and/or profits earned that serve travelers directly
and indirectly
• ie. shelter, food, clothing, recreation
Source: www.mtc.gov.on.ca/en/research/treim/treim.shtml
21. Bad Math
Little evidence for claims
Haven’t defined a tourist
40km for a day visitor
100km for overnight visitor
Significant errors in survey methodology
Sampling bias
Researcher bias
Etc.
Interpreting results
(correlation vs. causation)
Volume drives economic impact analysis
21
22. Ontario’s Tourism Region
Economic Impact Model (TREIM)
22
• Direct, Indirect &
Induced impacts
• Gross Domestic
Product
• Labour Income
• Employment
• Tax Impacts
23. Survey Resources*
Gated Events Ungated Events
Economic Impact
Estimate
Guidelines: Survey Procedures for
Tourism Economic Impact Assessment
of Gated Events and Festivals
Guidelines: Survey Procedures for
Tourism Economic Impact Assessment
of Ungated or Open Access Events and
Festivals
On-site spending
estimate
Guidelines: Survey Procedures for
Assessment of On-site Spending at
Gated Events and Festivals
Guidelines: Survey Procedures for
Assessment of On-site Spending at
Ungated or Open Access Events and
Festivals
Research Resolutions & Consulting, 2005
Canadian Tourism Commission & 8 other partners
23
24. Tourism Economic Impact Study Components
24
Attendee
Counts
Tallying
Attendees
Attendee
Survey
Analysis
Plan
Rource: Guidelines: Survey Procedures for Tourism Economic Impact assessment of Ungated or Open Access Events and Festivals
25. Average Visitor Spending
Chatham-Kent, ON
$102
per overnight visitor
$ 45
per same day visitor
Source:Ontario Ministry of Tourism, Culture and Sport from Statistics Canada Travel Survey of Residents of Canada and the International Travel
Survey, 10 June 2016
25
Retro Suites, Chatham, ON
26. Average Visitor Spending
Saskatoon, SK
$294
per overnight visitor
$109
per same day visitor
26
http://wpmedia.thestarphoenix.com/2016/04/garth-brooks2.jpeg1
28. Beyond Economic Impact
$$$
Export $s contributes to the
community’s economy
Tourism $s drive business
growth in community
Other Benefits
Independent/
solo-entrepreneurs
Workforce Development
Resident Attraction
Youth Employment
Cultural Diversity
Transportation Infrastructure
Increased resident pride
28
29. Challenges
Don’t speak the same language:
jobs, investment, taxes
Tourism benefits not easy to see
Difficult to gather data
Fuzzy benefits
Quality of place
Lack of collaboration between
ec dev and tourism practitioners
29
30. What can economic developers do?
Work with tourism stakeholders
Shared metrics
Establish measurement tools and
techniques
Define a tourist
Provide training on measurement
Provide tools/ resources to measure
economic activity, economic impact
Use established tools and multipliers
Measure volume & marketing efforts
30
31. Encourage tourism stakeholder
collaboration
Product development
Product bundling
Marketing
Define tourism events
Have to advertise to tourists to be
a tourist event
Align economic development and
tourism messages
Co-op economic development and
tourism marketing
31
What can economic developers do?
32. • More Tourists
• Higher spend per tourist
• Greater local share
32
Common Goals
33. Higher Spend per Tourist
Greater length of stay
Serve and target high
spending tourists
Tourists need help to spend
money
Increased availability of
goods & services
33
Photo: http://vancouverisland.travel/
34. Greater Local Share
Links between food,
accommodation and retail
businesses
SME support
Entrepreneurship
training
Customer service
Tourism education
34
Photo: http://wpmedia.ottawacitizen.com/
35. Boost Local Inputs in the Supply Chain
Networking: accommodations,
attractions, retailers, restaurants
& producers
Regular communication
Encourage established
businesses to mentor start ups
35
Photo: http://media2.fdncms.com/
36. Why?
Export business
Benefits local service/
commercial businesses
Quality of place
Additional retail, services,
amenities benefit existing
population base
36