city of guelph visitor survey and tourism economic...

©2016Ipsos

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CityofGuelphVisitorSurveyandTourismEconomicImpactEstimatesFINALREPORTNOVEMBER,2016

©2016Ipsos. Allrightsreserved.ContainsIpsos'ConfidentialandProprietaryinformationandmaynotbedisclosedorreproducedwithoutthepriorwrittenconsentofIpsos.

©2016Ipsos

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ResearchBackground• OneoftherecommendationsfromDestinationNEXTunderthegoalStewardtheGuelphStoryistomeasureandcommunicatetheeconomicimpactoftourism.Toaccomplishthisinitiative,RTO4engagedIpsosandPRISMEconomicsandAnalysistoestablishbaselineeconomicimpactdataandkeyperformanceindicators(KPIs)thatdemonstratethecontributionoftourismtotheCityofGuelphandprovidetrackablemeasuresthatwillallowongoingmonitoringofperformanceofthecity’stourismindustry.

• Thefirststepintheworkwastoconsultwithrelevantstakeholderstoidentifytheusefulnessandavailabilityofsecondarydatathatcanbeusedaswellastosolicitinputontherelevance,usefulnessandfeasibilityofprimarydatatobecollectedamongtourists/visitorstotheCityofGuelphviaavisitorssurvey.

• Atotalofeightstakeholderswereinterviewedandprovidedinputtheavailabilityofsecondarydataaswellasinputondesignofthevisitorsurvey.

Name Position/Title Organization

CathyDowner CouncillorWard5 CityofGuelph

EllaPauls Manager CulturalAffairsandTourism,CityofGuelph

IanPanabaker CorporateManager DowntownRenewal

KevinSchmidt GeneralManager

DeltaGuelphHotel&ConferenceCentre

KithioMwanzia President&CEO GuelphChamberof

Commerce

MarieZimmerman

ExecutiveDirector Hillside+Fab5Festivals

MartyWilliams

ExecutiveDirector

DowntownGuelphBusinessAssociation

StaceyDunganSupervisor TourismandFarmers'Market,CityofGuelph

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• Thesecondstepintheprocesswastodesignandexecuteavisitorsurveyinordertogatherdataonkeyindicatorssuchasreasonforvisit,primaryactivitiesundertaken,andestimatedspendingduringvisit.Forthepurposesoftheresearch,thescopeofthevisitorsurveywaslimitedtodomestic,in-provincevisitors,whichcompriseover80%ofvisitorstoRTO4.

• Thesurveywasconductedwithasampleofn=551Ontarioresidents18yearsofageandolderwhohavevisitedtheCityofGuelphforabusiness,pleasureorpersonaltripwithinthepast12months.Forthepurposesofthesurveyavisitorwasdefinedthosewhoresideatleast40kmsoutsideofGuelph.ThisreflectsOntariogovernment’sstandarddefinitionof‘tourist’.Theoutgoingsamplewasbalancedbyage,genderandregiontoreflectarepresentativesampleofOntarioresidents(excludingthoseresidingwithin40kmsofGuelph)accordingtomostrecentCensusdata.

• Thissurveywasanaverageof8minutesinlength.ItwasconductedonlineandsamplewasdrawnfromIpsos’Canadianonlinepanel.ThesurveywasfieldedbetweenJune9th and15th,2016.

• Throughoutthereporttotalsmaynotaddto100%duetoroundingorbecausethequestionisamulti-selectquestion,whererespondentswerepermittedtochoosemorethanoneresponse.

VisitorSurveyMethodology

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• Basedonsurveyresults,15%ofOntariansvisitedGuelphinthepast12months.Thereisalargeamountofcross-overwithinthefivemaindestinationsinRTO4.Two-thirds(67%)ofvisitorstoGuelphalsovisitedatleastoneofStratford,St.Jacobs,Elora/FergusandBayfieldinthepast12months.

• Thelargestproportionofvisitors(49%)indicatethattheirmostrecenttripwasbetweenJanuaryandApril2016,whiletwointenlastvisitedbetweenSeptemberandDecember2015andthesamepercentagelastvisitedbetweenJuneandAugust2015.

• Thevastmajority(86%)ofvisitsareforpersonalreasons(14%forbusiness).Visitingfriendsorrelatives,andvisitstoDowntownGuelpharethemostfrequentreasonsforthetrip.

• Buteventhosewhocometovisitfriendsorrelativesorcomeforbusinessengageittourismactivitiessuchas:visitingdowntownGuelph,festivalsorevents,sportingevents,historicalorculturalmuseumsoroutdooractivities.Aboutsixintenofbothgroupsengageintheseactivitiesduringtheirvisit.

• Threeintenvisitorsstayedovernight.Amongthese,theystayedanaverageof3.6nights,andmoststayedinaprivatehome,whileathirdstayedinahotelormotel.

• One-quarterofvisitorsvisitedGuelphontheirown,whilealmosthalfvisitedwithoneotherperson.Onaverage,visitorstoGuelphspent$308(includingthosewhospentnothing).

KeySurveyFindings

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VisitorProfile

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CityofGuelphVisitorProfile

18-34

35-54

55+

MEANAGE47.9

31%

27%

42%

GTA50%SouthwesternOntario37%

East7%Central5%

North2%

45%couplenokids

26%solo

30%familieswithkids

<$25K8%

HouseholdIncome

$25K-$50K17%

$50K-$75K23%

$75K-$100K21%

$100K-$150K21%

$150K+10%

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VisitorEstimatesNumberofVisitors• ProportionofvisitorstoGuelphfromeachOntarioregionisdeterminedusingprovidedpostalcodes

throughthesurvey.ThenumberofvisitorsarethenestimatedbyapplyingtheshareofvisitorsfromeachregioninOntariototheregionsadultpopulation.

Visitor Share of Total Population

Estimated Number of Visitors

Total Ontario 15% 1,611,448 Central 7% 57,897 East 8% 106,579 GTA 16% 788,619 North 8% 54,674 South West 21% 603,679

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Northern;54,700Visitors(8%ofPop.)

Eastern;106,600Visitors(8%ofPop.)

GTA;788,600Visitors(16%ofPop.)

SouthWest603,700Visitors(21%ofPop.)

Central57,900Visitors(7%ofPop.)

VisitorstoGuelph• Anestimatedover2millionvisitorstraveltoGuelphfromdifferentpartsofOntarioin2015.

– HalfwerefromtheGTA– 1in5residentsinSouthWestOntario

NORTHERN ONTARIOMuskoka,Nipissing,ParrySound,Manitoulin,Sudbury,GreaterSudbury,Timiskaming,

Cochrane,Algoma,ThunderBay,RainyRiver,andKenora

EASTERNONTARIOStormont,DundasandGlengarry,PrescottandRussell,Ottawa,LeedsandGrenville, Lanark,Frontenac, LennoxandAddington, Renfrew,Hastings,PrinceEdward,Northumberland,

Peterborough,KawarthaLakes, andHaliburton

CENTRALONTARIOHamilton,Niagara,Dufferin,andSimcoe

GTA416/905CityofToronto

Durham,York,Peel,andHalton

SOUTHWEST ONTARIOWellington,Haldimand-Norfolk,Brant,Waterloo,

Perth,Oxford,Elgin,Chatham-Kent, Essex,Lambton,Middlesex,Huron,Bruce,andGrey

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Q14.OnyourmostrecenttriptoGuelphdidyouarriveby...?Base:AllRespondents(n=551)

PrimarymethodoftraveltoGuelph• The vastmajorityofvisitorstoGuelph(nineinten)travelledtotheCitybycar.Fewtravelledby

train,rentalcarorplane.

Car92%Train 2%RentalCar 2%Plane 1%Other 3%

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Q15.Wasyourmostrecenttripasame-daytripordidyoustayovernight?Base:AllRespondents(n=551)Q16.Intotal,howmanynightsdidyoustayinGuelph?Base:StayedOvernightInGuelph(n=170)Q17.Inwhattypeofaccommodationdidyoustay?Base:StayedOvernightInGuelph(n=170)

Visitorsstayingovernight• ThreeintenvisitorstoGuelphstayed overnightontheirmostrecenttrip.Amongthese,theystayed,

onaverage,3.6nightsandhalfstayedinaprivatehome,butathirdstayedinahotelormotel.

Same-dayorOvernight?

NumberofNightsinCity

54%

35%

4%

3%

3%

1%

5%

Privatehome

Hotelormotel

Bedandbreakfast

Universitydorm/campusfacility

Camping/campground

Airbnb

Other

69%

31%

Same-day

Overnight

35%

32%

14%5%5%

9%

1

2

3

4

5

6ormore

Mean3.6

TypeofAccommodation

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Q15.Wasyourmostrecenttripasame-daytripordidyoustayovernight?Q17.Inwhattypeofaccommodationdidyoustay?

Visitorsstayingovernight• OnethirdofalltravellerstoGuelphstayovernight.• ThisshareishighestamongFriendsandFamilyvisitors(VFR)(39%),followedbyLeisurevisitors

(34%).

• Onlyonequarter(24%)ofBusinesstravellerstoGuelphstayovernight.o 72%ofovernightBusinessvisitorsstayinhotelsormotels;theremainingeitherstaywithfriends

orrelatives(17%),oratuniversitydorm/campusfacility(11%)

ShareofOvernightVisitorsbyCategory TypeofAccommodationbyVisitorsType

19%

24%

34%

39%

OtherPersonal

Business

Leisure

VFR

72%

67%

15%

41%

10%

3%

3%

7%

11%

3%

2%

17%

13%

80%

34%

10%

1%

3%

3%

17%

Business

Forholiday,leisureorrecreation

Tovisitfriendsorrelatives

OtherPersonal

Hotelormotel BedandbreakfastAirbnb Universitydorm/campusfacilityPrivatehome(withfriendsorrelatives) Camping/campgroundOther

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Q7.WasyourmostrecenttriptoGuelphprimarilyforbusinessorpersonalreasons?Base:AllRespondents(n=551)

PurposeofmostrecenttriptoGuelph• PersonaltripstoGuelphoutnumber businesstrips6to1.• Visitingfriendsandrelativesisthemostcommonreasontovisit,followedbyholiday,leisureor

recreation,business,otherpersonalreasons,toshowandgotoaconference,conventionortradeshow.

Business,14%Forholiday,leisureorrecreation,

16%

Tovisitfriendsorrelatives,44%Toshop,8%

Togotoaconference,conventionortradeshow,3%

Forsomeother

personalreason,…

PrimaryReasonfortripPurposeofTrip

Personal86%

Business14%

Q8.Whatwastheprimaryreasonforthetrip?Base:AllRespondents(n=551)

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5%7%

49%

1%

38%

VisitorsOriginbyTypeofVisitors• Half ofOntariovisitorstoGuelpharefromtheGTA.

Tovisitfriendsorrelatives OtherPersonalreasonsForholiday,leisure,recreation

PersonalVisitorsBusinessVisitors

7%8%

53%1%

32%

Central

East

GTA

North

SouthWest

2%

6%

59%1%

32%

6%10%

49%2%

34%

5%

2%

44%

1%

48%

PersonalVisitorsOriginbyTypesofVisitors

Businessvs.

PersonalVisitors

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FourDistinctGuelphVisitorCategories

FamilyandFriendsVisitors

Visitingfriendsorrelativeswholivein

Guelph,manyofwhicharestudents

BusinessVisitors

VisitGuelphforbusinessrelated

activitysuchasregularsalesorservice,

attendingtradeshow,conventionsetc.

LeisureandRecreationVisitors

VisitGuelph’sattractions,outdoor

activitiesattendfestivalsandsportingevents,etc.

OtherPersonalVisitors

VisitGuelphfordowntownGuelph

shopping,dining,siteseeing,orattendingconferencesandother

functions.

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EstimatesofSpending

• Estimatesofaverageperpersonspendingarederivedfromthesurveyofn=551Ontarioresidents.ThesurveyaskedrespondentsaboutspendingduringtheirstayinGuelphoneachofthefollowingcategories:

– accommodation– recreationandentertainment– transportation– foodandbeverage– Shopping

• Uniquespendingprofilesweredevelopedfordifferentvisitortypes.Averageperpersonspendingestimateswereappliedtoestimatednumberofvisitorsineachcategory.

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VisitorCategoryProfiles

FamilyandFriendsVisitors• 700,000visitors• $114=AverageSpend/Visit

BusinessVisitors• 220,000visitors• $271=AverageSpend/Visit

LeisureandRecreationVisitors• 255,000visitors• $182=AverageSpend/Visit

OtherPersonalVisitors• 430,000visitors• $140=AverageSpend/Visit

57%

61%

45%

41%

18-3432%

35-5433%

55+35%

18-3435%

35-5436%

55+29%

18-3431%

35-5424%

55+45%

18-3426%

35-5425%

55+49%

AgeGender

AgeGender

AgeGender

AgeGender

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Visitors’Spending

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TotalSpendingbyCategory

Source:PrismEconomics

• VisitorstoGuelphcollectivelyspendover$247.5millionayearonlocalaccommodation,entertainment,restaurantsandbarsandothertourismrelatedexpenditures.o Closeto60%oftravellers’budgetisspentonfoodandbeverageandretail(shopping)combinedo Transportationandaccommodationexpensestogetherconsumeonethird(34%)ofthebudget

o Theremainingisexpensedonrecreationandentertainment

Recreation,$20,8%

Accommodation,$40,16%

Transportation,$45,18%

Shopping,$71,29%

FoodandBeverage,$72,29%

0

20

40

60

80

100

120

140

160

Spen

ding($

Millions)

TotalVisitors'Spending($Millions)

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VisitorSpendingProfiles


FamilyandFriends

LeisureandRecreation

Business

Spent$60millionin2015Recreation,$3

Accommodation,$8Transportation,$12

FoodandBeverage,$15

Shopping,$22

0

10

20

30

40

Spen

ding($

Millions)

Recreation,$8 Accommodation,$8

Transportation,$15

Shopping,$21

FoodandBeverage,$28

0

10

20

30

40

Spen

ding($

Millions)

Recreation,$3

Transportation,$9Accommodation,$14

FoodandBeverage,$17 Shopping,$17

0

10

20

30

40

Spen

ding($

Millions)

Recreation,$6Transportation,$9 Accommodation,$9 Shopping,$10

FoodandBeverage,$12

0

10

20

30

40

Spen

ding

($Millions)

Spent$81millionin2015



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ECONOMICIMPACTANDKPI’SIN2015

GuelphTourism

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EconomicImpactSummaryIn2015…

• Anestimatedover1.6milliontouriststraveledtoGuelph.• TravellerstoGuelphcollectivelyspentover$247.5millionontourism

relatedexpenditure(localaccommodation,restaurantsandbars,transportation,entertainment,etc.)

Tourists’spending:q Stimulatescloseto$147millionineconomicoutputinGuelph

q Supportstheequivalent2,320fulltimelocaljobs

q Generates$390,000additionalmunicipaltaxrevenues

q Generates$96.8millioninwagesandearnings

q Contributes$72.3millionintotalgovernmentrevenue

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EconomicContributionsbyVisitorsCategory

FamilyandFriendsVisitors

700,000VisitorsSpending$81M

GDP$47MJobs770

Income$31MTax$121,000

BusinessVisitors

220,000VisitorsSpending$60MGDP$35.4MJobs550

Income$23.4MTax$94,000

LeisureandRecreation


Income$19.5MTax$79,000



Income$23MTax$95,000

*ReportedtaxesareestimatesMunicipalTaxes

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KeyPerformanceIndicators• ThefollowingvariablesareidentifiedasindicatorsoftourismactivityinGuelph:

q AttendanceinFestivalsq AttendanceinSportEventsq MuseumAttendanceq ConferenceAttendanceq HotelsOccupancyRateq Other

• ChangeinthesemeasuresovertimecanbeusedasanindicatorofchangeinthenumberofvisitorstoGuelphandconsequentlytheleveloftourismactivityanditseconomicimpact

• Changeinaspecificvariablecouldindicatechangeinoneormoretypeofvisitors.Foreexample,anincreaseinhotelsoccupancyrateismoreanindicatorofpotentialincreaseinthenumberofbusinessvisitorsthanVFRvisitors.Theseindicatorsare,therefore,weighteddifferentlyfordifferenttypeofvisitors(mainlybasedonthesurveyresults)tohelpestimatedthenumberofeachtypeofvisitorstoGuelph.

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TranslatingKeyPerformanceIndicatorstoVisitorsTourismActivityDrivers/Indicators VisitorCategories

EventsandFestivals LeisureandRecreationFamilyandFriendsOtherPleasureBusiness

MuseumsAttendance FamilyandFriendsLeisureandRecreationOtherPleasureBusiness

ConferenceAttendance BusinessOtherPleasure

HotelsOccupancyRate BusinessLeisureandRecreationOtherPleasure

GuelphEnrolment FamilyandFriendsLeisureandRecreation

GuelphPopulation LeisureandRecreationFamilyandFriendsOtherPleasureBusiness

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Togatherdataontrackedmeasures(listedinthenextpage),severaleventandfestivalorganizersaswellasotherlocalestablishmentswerecontactedtoobtaindataandinformationfor2015and2016.Missinginformation:

• Whileattendanceinmostmajorfestivalsandsporteventsin2015wasobtained,thereareseveralitemsthatarenotyetavailableoronlypartiallyavailablefor2016

• Thehoteloccupancyratedoesnotincludetherateindowntownhotels• Nomeasureonretailsalesindowntownrestaurantsandbarswere

available

Themissinginformationcanbeobtainedandthelistexpandedovertimetotrackotherindicatorsoftourismactivitysuchas:

• countofcarsparkedoutsidethemallsorinselectedparkingspacesacrossthecityinselectedspecificdayseveryyear

• CountofdowntownpassengersinspecificdaysperyearusingthedowntownWi-Fisystem

• Non-locals’spendingonretails(shopping,restaurants/bars)oncethemastercardprogramisinplace(expecteddate:January2017)

DataSourcesandTrackedMeasures

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DataSourcesandTrackedMeasures2015 2016

HotelsOccupancyRate(excludingdowntownhotels) P missingRetailSales(RestaurantsandBars) missing missingTrackedFestivalsHillsideFestivalSummer(July22-24) P PWinter(January29-31) P missingJazzFestival missing PDanceFestival P PRibfest P PFilmFestival P missingLocalFoodFestival P PKazoo!Festival P P

TrackedSportEventsUniversityofGuelphAttendanceinEventswithParents&Spectators P PSleeman CentreAttendanceinSportEvents P Partial

StormHockeySpecialOlympics- opening&closingceremonies

JrBHockeyCheerleading

UoG HomecomingRemembranceDay

AlumniGameMonsterTrucks

GOGHLMuseums P Partial

Guelph CivicMuseums

McCraeHouseTrackedConferences

UniversityofGuelphAttendanceinConferences P Partial

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KeyPerformanceIndicatorsIn2015…

q Numberofvisitors:1.6Millionq TotalSpending:$247.5Mq AttendanceinFestivals:50,300q AttendanceinSportEvents:230,000qMuseumAttendance:29,500q ConferenceAttendance:27,300q HotelsOccupancyRate:58%

§ NextStep:2016KPIsarecurrentlyonlypartiallyavailable.Oncetheyareavailableinwhole,changeintourismactivitysincelastyearcanbemeasuredand2016tourismeconomicimpactestimated.

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q #Visitorsand$AverageSpend1. LeisureandRecreation2. FamilyandFriends3. OtherPleasure4. Business

q TrackedActivity• AttendanceinFestivals• AttendanceinSportEvents• MuseumAttendance• ConferenceAttendance• HotelsOccupancyRate

q EconomicImpacts• GDP• Jobs

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AdditionalSurveyResults

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Q19.Howmanypeople,includingyourself,wentonthistrip?Q20.Intotal,howmuchdidyouandthepeopleyouweretravellingwithspendduringentireyourentirestayinGuelphoneachofthefollowing?Base:Personaln=475,Businessn=76

AveragePerPersonSpendingbySegment

Visitors’Spending– PerPerson• Visitorsseemstoshowdifferentspendingpatternsbasedontheirprimarypurposeforthetrip

• Onaverage,visitorstoGuelphspendbetweenjustover$100tocloseto$300perperson

o Businessvisitorsspend$271onaveragewhilePersonalvisitorsspendbetween$114to$180

o Spendingover$180onaverage,visitorswhogotoGuelphforholiday,leisureorrecreationspend30%morecomparedtoothertypesofPersonalvisitorswhilethosevisitingfriendsorrelativesspendtheleast

o Spendingonretail(shopping)comprisesthelargestspendingcategoryamongbusinesstravellersandotherpersonalvisitorswhilespendingonfoodandbeveragemakesupasignificantshareofVFRandLeisurevisitors’travelbudget.

SpendingCategories BusinessForholiday,leisureorrecreation

Tovisitfriendsorrelatives


Total

Accommodation(includingovernightparkfees) $38 $36 $12 $32 $24RecreationandEntertainment(includingentrance/userfees) $12 $23 $11 $8 $12

Transportation $53 $35 $21 $22 $28AutomobileCosts(gas/parking) $34 $21 $17 $19 $21TravelServices(public/private(i.e.,bus/taxi) $12 $7 $2 $1 $4AutomobileRental $7 $7 $2 $2 $3

FoodandBeverage $67 $49 $40 $38 $45Grocery/Concession $14 $16 $10 $20 $14Restaurants/Bars $54 $32 $30 $19 $31

Shopping $99 $40 $30 $40 $44Total(MEAN) $271 $182 $114 $140 $153

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4.Withinthepast12months,haveyouvisitedanyofthefollowinglocationsforabusinessorpleasuretrip?Base:AllRespondents(n=551)

VisitedGuelphandotherlocationsinP12M• ThemajorityofvisitorstoGuelphalsovisitedoneofthefourotherkeydestinationsinRTO4in

thepast12months(67%);onlyone-third(33%)reportvisitingonlyGuelph.Infact,35%reportvisitingGuelphandatleasttwooftheotherdestinationsinthesame12monthperiod.

100%

40%

35%

29%

13%

CityofGuelph

Stratford

St.Jacobs

Elora/Fergus

Bayfield

VisitedinP12M VisitedGuelphandOtherDestinations

33%

32%

23%

9%

3%

Guelphonly

Guelph+1

Guelph+2

Guelph+3

Guelph+4

OverallincidenceofatleastonevisittoGuelphinpopulationisxx%

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5.Howmanytripsdidyoutakeintotaloverthepast12months?Base:HaveVisitedInP12M(n=Varies)

NumberoftripstakeninP12M• Most visitorstoGuelphtakemultipletripswithinayear. Onaverage,visitorstoGuelph have

takenabout4.4tripstoGuelphinthepast12months.Onaverage,theyhavetaken3tripstoElora/Fergus,2.6toStratford,2.4toSt.Jacobsand2.2toBayfield.

St.JacobsMean2.4

BayfieldMean2.2

StratfordMean2.6

Elora/FergusMean3.0

CityofGuelphMean4.4

39%

23%

13%

8%4%12% 1

2345Morethan5

49%

20%,

10%6%

3%12%

53%

21%

9%8%

4%5%

56%17%

10%8%

4%5%

58%21%,

4%9%

3%5%

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Q6.WhenwasyourmostrecenttriptoGuelph?Base:AllRespondents(n=551)Q18.Wasyourvisit...?Base:SameDayStayOrStayed5DaysOrLessn=535

TimingofmostrecenttriptoGuelph• Halfofvisitorsto Guelph mostrecentlyvisitedtheCity betweenJanuaryandApril2016,whileabout

twointeneachvisitedbetweenSeptemberandDecember2015orbetweenJuneandAugustof2015.Whenitcomestothetimeofweekofthevisit,similarproportionsofabouthalfofthosewhostayedfivedaysorlessvisitedduringtheweekoroveraweekend.

Jan- Apr201649%

Sept-Dec201521%

June-Aug201517%

Apr- May201513%

Duringtheweekonly

46%Overa

weekendonly45%

Coveringbothweekdaysandaweekend

9%

TimeoftheWeekMonthsVisited

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Q9.Morespecifically,wastheprimaryreasonforthetrip....Base:MainreasonfortheirmostrecenttriptoGuelphwaspersonalandsomethingotherthanvisitingfriendsorrelatives(n=233)

Primaryattraction• Aside fromthosevisitingrelativesorfriends,themostcommonprimary“tourist”attractionwastovisita

downtownGuelphestablishment(primarilyfor shopping,dining,visitingtheUniversityofGuelph).Fortypercentofpersonalvisits(asidefromVRF)aretovisitdowntown(thisrepresents18%ofallvisits).

• Asmanyvisitorscomeforasportingevent(includinghockey,golf,baseball,soccer)asthosethatcomeforaspecificfestivalorevent(Hillsideanddancecompetitionsbeingmostpopular),oroutdoorrecreation.

43%

9%

9%

7%

6%

4%

4%

18%

1%

TovisitadowntownGuelphestablishment

Tovisitaspecificfestivalorevent

Forasportingevent

Foroutdoorrecreation

House/apartment/condohunting

Forahistorical,orculturalmuseumorsite

Daytrip/leisuredrive

Other

None

Shopping,dining,UniversityofGuelph

GuelphCivicMuseum

HillsideFestival,dancecompetition

Hockey,golf,baseball,soccer

Hiking,walkingtrails

Shopping(notstrictlydowntown),lookingaround,visitingUniversityetc.

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Incidenceofengagingintourismactivitieswhilevisitingfriendsorrelativesorvisitingonbusiness

• AtleastsixintenofthosewhovisitGuelphforthesepurposesalsoengageintourismactivitieswhiletheyarevisiting(e.g.visitdowntown,afestivalorevent,sportingeventoroutdoorrecreation).

34%

66%VistedFamilyandFriendsonly

VisitedFamilyandFriends,butalsodidtourismactivities

Q11.Regardlessoftheprimaryreason,didyoualsodoanyofthefollowingaspartofyourtrip?..VisitdowntownGuelph,visitafestivalorevent,asportingevent,historicalorculturalmuseumsoroutdoorrecreation.Base:MainreasonfortheirmostrecenttriptoGuelphwastovisitfamilyorfriends(n=242)

38%

62%

Conductedbusinessactivitesonly

Alsoparticipatedintourismactivities

PersonalTrip BusinessTrip

Q11.Regardlessoftheprimaryreason,didyoualsodoanyofthefollowingaspartofyourtrip?VisitdowntownGuelph,visitafestivalorevent,asportingevent,historicalorculturalmuseumsoroutdoorrecreation.Base:MainreasonfortheirmostrecenttriptoGuelphwasbusiness(n=76)

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Primaryvs.MultipleactivitiesinGuelph• Twointenofthosewhose primaryreasontovisitGuelphisforpersonalreasons(excludingthose

whosewhoprimaryreasonwastovisitfriendsorrelatives)engagedinmultipletourismactivities(e.g.atleastTWOofthefollowing:visitdowntown,visitafestivalorevent,sportingevent,historicalorculturalmuseumoroutdoorrecreation).

22%

78%Participatedinprimaryattractiononly

Participatedinmorethanprimaryattraction

Q11.Regardlessoftheprimaryreason,didyoualsodoanyofthefollowingaspartofyourtrip?..VisitdowntownGuelph,visit afestivalorevent,asportingeventoroutdoorrecreation.Base:MainreasonfortheirmostrecenttriptoGuelphwaspersonal,butnottovisitfamilyorfriends(n=233).

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Q11.Regardlessoftheprimaryreason,didyoualsodoanyofthefollowingaspartofyourtrip?Base:MainreasonfortheirmostrecenttriptoGuelphwaspersonal?(n=475))

Breakdownofmultipleactivities• Inafollow-upquestion,visitorswhovisitedforpersonalreasonsotherthanvisitingfamilyorfriends,wereasked

otherthantheirprimaryreason,iftheyengagedinanyoftheotheroffivemaintourismactivitiesontheirmostrecenttrip.MostalsoreportvisitingDowntownGuelph.

Other activitiesundertakenduringvisit Total

Primary attractiontoGuelph

DowntownGuelph

Specificfestivalorevent

Sportingevent

Historicalorcultural

museumorsite

Outdoorrecreation

GotoDowntown Guelph 41% 38% 19% 60% 31%

Gotoaspecific festivalorevent 8% 11% - 10% -

Gotoasportingevent 8% 4% 5% - -

Gotoahistorical,orculturalmuseum 7% 7% 5% - -

For outdoorrecreation 9% 8% 10% 10% -

©2016Ipsos

39

Q21.HowlikelyisitthatyouwouldrecommendGuelphtofamily,afriendorcolleague?Base:AllRespondents(n=551)

LikelihoodtorecommendGuelph• One-quarterofvisitorsarepromotersofGuelph(ratingof9or10onlikelihoodtorecommendtheCity

tofamily,friendsorcolleagues),whileone-thirdofvisitorsaredetractors(ratingof0to6onlikelihoodtorecommend).TheNetPromoterscoreis-8%.TheNet PromoterscoreismuchhigheramongthosewhovisitedGuelphforpersonalreasonsthanforbusinessreasons.ItisslightlyhigheramongthosewhovisitedGuelphtovisitfamilyandfriendsthanforleisurereasons.

13%13%19%21%

11%14%

4%2%1%0%2%

NetPromoterScore-8%

10- Extremelylikelytorecommend

9

8

7

65

432

1

0- Notlikelytorecommend

Promoters26%

Passives40%

Detractors34%

NetpromoterscoreiscalculatedbySubtractingthepercentageofDetractorsfromthepercentageofPromotersyieldstheNetPromoterScore,whichcanrangefromalowof-100(ifeverycustomerisaDetractor)toahighof100(ifeverycustomerisaPromoter).

Personal Business

-5 -21

Family/Friends Leisure

+3 -2

©2016Ipsos

40

Q24.IfyouvisitGuelphagainwhichareyoumorelikelytodo?Base:AllRespondents(n=551)

Attendedactivitiesanddirectionofreturnvisit• RoughlyoneintenreportattendingatleastoneofthemostpopulareventsandactivitiesinGuelph(duringthepast12months).

• VisitorswereaskedtochoosebetweenthreesetsofoptionswhattheywoulddoiftheyvisitedGuelph again.Morethanhalfsaytheywillvisitpopularplacesratherthanthoseoffthebeatenpath.SixintensaytheywilleatatplacesuniquetoGuelphratherthanfamiliarchainrestaurants.SevenintenwillstayatfamiliarchainhotelsratherthanthoseuniquetoGuelph.

Popular 54%

Familiar(e.g.,chain

restaurants) 38%

Familiar(e.g.,chainhotels)68%

Offthebeatenpath46%

UniquetoGuelph

(e.g.,localeateries)62%

UniquetoGuelph

(e.g.,B&B,Airbnb)32%

LikelytodoifyouVisitGuelphAgain

19%

17%

15%

13%

12%

12%

12%

8%

8%

7%

LocalFoodFest

ArtontheStreet

GuelphRibfest

HillsideFestival(summer)

CollegeRoyal

GuelphDanceFestival

GuelphJazzFestival

HillsideInside(winter)

DoorsOpenGuelph

GuelphFilmFestival

Visitplacesthatare…

Eatatplacesthatare…

Stayatplacesthatare…

AttendedinthePast12Months

Q26.BelowisalistofsomepopulareventsandactivitiesinGuelph.Inthepast12monthshaveyouattendedanyofthefollowing?Base:AllRespondents(n=551)

©2016Ipsos

41

Q22.Duringyourvisit,didyoupostanycommentsorpicturesaboutorfromyourtriponsocialmedia(e.g.,Facebook,Twitter,Instagram,Pinterest,etc.)thatidentifiedyouwereinGuelphorataneventheldinGuelph?Q23.DidyouuseanyofthefollowinginplanningyourtriptoGuelph?Q25.WhichofthefollowingdoyoumostassociatewithGuelph?Base:AllRespondents(n=551)

Aspectsofrecentvisit• TwointenvisitorstoGuelphindicatethattheypostedcommentsorpicturesaboutorfromtheirtriponsocialmediathatidentified

theywereinorataneventinGuelph.Thisfigureissignificantlyhigheramongthoseaged18to34(35%),particularlycomparedtothoseaged55andolder(6%).

• WhenaskediftheyusedalistofsourcestoplantheirtriptoGuelph,themostcommonlyusedsourceswereword-of-mouth,followedbyGoogleorCityofGuelphwebsite.Whenaskedtochoosefromalistofareas,theonetheyaremostlikelytoassociatewithGuelph,justoverhalfmostassociatetheCitywiththeUniversityofGuelph.

35%

16%

6%

18-34

35-54

55+

Postedcomments/picturesfromtriponsocialmedia

53%

15%

12%

7%

7%

5%

UniversityofGuelph

Nature/outdoors

Greatplacestoeatanddrink

Sports

Historicsites

Artsandculturalevents

%Yes 24%

18%

13%

8%

8%

5%

52%

Wordofmouth/familyandfriendrecommendations

Google

CityofGuelphwebsite

Accommodationwebsites

VisitGuelphwebsite

Generaltravelwebsites(e.g.,Expedia,tripadvisor,etc.)

Noneoftheabove

UsedSpecificSourcesinPlanningtriptoGuelph

StrongestAssociationwithGuelph

17%

83%Yes

No

©2016Ipsos

42

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