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Yet another drop in U.S. Visits
In decline since 2000; Tourists from China, Mexico boosted numbers
Matthew Coutts
National Post
Friday, May 04, 2007
Toronto saw the third straight drop in American visitors last year, even as other foreign and domestic tourists boosted the city's overall tourism sector.
"Visitation from the U.S. remains our biggest challenge, our biggest conundrum," said Lyle Hall, chairman of Tourism Toronto's board of directors.
Tourism Toronto's new president and CEO, David Whitaker, is himself an American who most recently was executive vice-president of the Greater Miami Convention and Visitors Bureau.
A Canadian resident for just three days, he said Toronto has to create a recognizable brand: "It's all about creating a marketing product that appeals to the targeted customer. The United States is a great example of a diverse range of customers to attract."
In all, 2.7 million U.S. visitors spent about $1.2-billion here last year. But the strength of the Canadian dollar and continued confusion over passport requirements at the border continued to scare away Americans, whose visits have declined by 15% since the start of the millennium.
Mr. Hall said passport confusion has limited the amount of day trips taken to Toronto from the south. "The biggest decline is on same-day visitors from the U.S.," Mr. Hall said. "We're down almost 50% since 2000."
The good news is that the number of overnight visitors to Toronto who contribute more money to the economy, had dropped only 4% during the same period. "People that are coming are staying longer and spending more money."
Making up for the absent Americans is an increase of tourists from such countries as China and Mexico, as well as from other Canadian provinces, to 19.7 million in 2006, up 600,000 from the previous year. It was the third year in a row that the number of visitors had risen.
The increase in visits also resulted in a slight increase in money spent in Toronto, up $3- million to $4.5-billion.
Overseas tourists accounted for 1.6 million visits last year. They spent about $1.1-billion. "It's our smallest market for generating business but certainly on a dollar-per-person basis, it's by far our largest market," said Mr. Hall.
Toronto hosted more visitors from several countries, specifically China and Mexico, based on targeted marketing from Tourism Toronto and the province. The number of visitors from China rose 42%, to 57,000 visitors in 2006.
Those visitors made up for a drop in European markets such as the U.K. and Germany.
"A great many Europeans stayed in Europe and didn't travel to North America," said Mr. Hall.
Yet another drop in U.S. Visits
In decline since 2000; Tourists from China, Mexico boosted numbers
Matthew Coutts
National Post
Friday, May 04, 2007
Toronto saw the third straight drop in American visitors last year, even as other foreign and domestic tourists boosted the city's overall tourism sector.
"Visitation from the U.S. remains our biggest challenge, our biggest conundrum," said Lyle Hall, chairman of Tourism Toronto's board of directors.
Tourism Toronto's new president and CEO, David Whitaker, is himself an American who most recently was executive vice-president of the Greater Miami Convention and Visitors Bureau.
A Canadian resident for just three days, he said Toronto has to create a recognizable brand: "It's all about creating a marketing product that appeals to the targeted customer. The United States is a great example of a diverse range of customers to attract."
In all, 2.7 million U.S. visitors spent about $1.2-billion here last year. But the strength of the Canadian dollar and continued confusion over passport requirements at the border continued to scare away Americans, whose visits have declined by 15% since the start of the millennium.
Mr. Hall said passport confusion has limited the amount of day trips taken to Toronto from the south. "The biggest decline is on same-day visitors from the U.S.," Mr. Hall said. "We're down almost 50% since 2000."
The good news is that the number of overnight visitors to Toronto who contribute more money to the economy, had dropped only 4% during the same period. "People that are coming are staying longer and spending more money."
Making up for the absent Americans is an increase of tourists from such countries as China and Mexico, as well as from other Canadian provinces, to 19.7 million in 2006, up 600,000 from the previous year. It was the third year in a row that the number of visitors had risen.
The increase in visits also resulted in a slight increase in money spent in Toronto, up $3- million to $4.5-billion.
Overseas tourists accounted for 1.6 million visits last year. They spent about $1.1-billion. "It's our smallest market for generating business but certainly on a dollar-per-person basis, it's by far our largest market," said Mr. Hall.
Toronto hosted more visitors from several countries, specifically China and Mexico, based on targeted marketing from Tourism Toronto and the province. The number of visitors from China rose 42%, to 57,000 visitors in 2006.
Those visitors made up for a drop in European markets such as the U.K. and Germany.
"A great many Europeans stayed in Europe and didn't travel to North America," said Mr. Hall.
