tiao - here come the boomers - will you be ready

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Here Come the Boomers –Will You Be Ready?

Lorin MacDonald, Excellence Canada10th Annual Ontario Tourism Summit

November 13, 2014

©L. MacDonald & D. Segal, 2014

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Ontario’s Message

Day in the Life of Lorin(Find by searching by title on YouTube.ca)


http://www.youtube.com/watch?v=HsSZ0bp-izM

http://www.youtube.com/watch?v=HsSZ0bp-izM

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Background/Context• The Ontario Government has made a significant investment in the

Accessibility for Ontarians with Disabilities Act (AODA), with the goal of an accessible Ontario by 2025

• While the public and private sectors may be aware of the AODA, the paradigm shift from compliance to competitive advantage has yet to occur

• The Canadian tourism industry lags behind our international counterparts in the area of Accessible/Inclusive Tourism yet the economic potential is tremendous!


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• Proactive preparation for the rapid growth of Baby Boomers and people with disabilities is good business

• The value of their combined spending power to the Canadian economy via Inclusive Tourism is a tremendous opportunity

• The Pan Am/Parapan Am Games in Toronto next summer and initiatives undertaken around the world are excellent showcases for the benefits of Inclusive Tourism

Setting the Stage


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Opportunity• Accessibility is good for the economy, with the potential of

generating up to $1.6 billion in new spending for Ontario’s tourism sector, up to $9.6 billion in additional retail revenue, and an increase of up to $600 per year to the province’s GDP per capita

• Over the long term, leverage Ontario’s AODA investment by positioning the province as a world leader in promoting inclusive tourism, resulting in a stimulated economy and a legacy of accessibility


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• The first baby boomer turned 65 on January 1, 2011

• In the U.S., someone turns 50 every 7 seconds — that's approximately 4.5 million people a year (U.S. Census)

• By 2015, those aged 50 and older will represent 45% of the U.S. population (AARP)

Here Come the Boomers!


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9.6 million Canadians76.4 million Americans

86 million baby boomersin North America

And that number is rapidly growing!

Here Come the Boomers!


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• The number of Ontarians aged 65 and over is projected to more than double within the next 20 years

• Approximately 40 per cent of baby boomers in Canada will retire with some form of a disability

The Boomer Impact in Canada


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• 3.8 million Canadians live with a disability; approximately 2 million are Ontarians (15.5% of Ontario's population)

• In Ontario, that number grows to 53% when you include immediate family members who as caregivers and supporters also experience the reality of disability

• 56.7 million Americans have a disability

• Today, over 60 million people in North America are living with a disability

Disability by the Numbers


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Market – Top Line StatsGlobal USA Canada EU Asia

PWD Population 1.27B 56.7M 3.8M 91M 748M

PWD Income >$1.66T $735Bn $95Bn $829Bn N/A

PWD Disposable Income

>$996Bn $544Bn $47Bn $406Bn N/A

Friends & Family Population

2.35Bn 105M 11.5M 168M 1.38Bn

Friends & Family Disposable Income

>$6.9T $3.9T $311Bn $2.7T N/A

Source: US Census, US Bureau of Labor Statistics, StatsCan, EuroStat, FQA


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The Disability Market

• The disability market represents 1.3B people globally (equivalent in size to the population of China), with an annual disposable income of $1T – and $544B in the US alone

• When friends and family are included, this equals 2.3B people who control an incremental $6.9T annual disposable income


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The Boomer Market• In less than 10 years, consumers 50+ will control the

economy for the first time in history

• Never before have so many people reached retirement age with the wealth and desire to travel

• Following the promotion of accessible accommodations, UK Tourism websites noted an average of 26% increase in bookings during the one-year period of October 2010 to October 2011


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Tourism in Canada

• Canada’s mainstream tourism industry saw significant growth in 2011 (StatsCan), contributing to the Canadian economy:

$63.6B (domestic travellers)

$15.1B (overseas travellers)

$78.7 billion in tourism revenues

• Tourism Industry Association of Ontario (TIAO) reports that tourism is a $23.6 billion a year industry in Ontario


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What Is Inclusive Tourism?

• The goal is to accommodate the broadest range of tourists possible without stigma or the need for special accommodation

• At its best, this means everyone travels together in the same vehicle to the same destination where they enjoy the same activities regardless of the type of disability


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• 75 per cent of people with disabilities in Canada, the United States, and Europe are physically and financially able to travel, and do so with their caregivers, family, and friends

• Travelers with disabilities represent the fastest growing and largest untapped tourism market in the world today

• Inclusive Tourism is no longer just a “niche” market, but rather an integral piece of the mainstream tourism industry

The Power ofInclusive Tourism


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Inclusive Tourism Around the World

• The World Summit Destinations for All held in October 2014 developed a declaration outlining directives to various sectors to support and monitor the implementation of the United Nations World Tourism Organization (UNWTO) Recommendations on Accessible Tourism

• Relationships with the European Network for Accessibility Tourism (ENAT) and other international inclusive tourism organizations enable us to learn and implement their successful strategies in Canada as well as promote our accessibility in Ontario


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• Far from being a niche sector, Inclusive Tourism is a huge market opportunity

• The research provides clear evidence that accessible tourism services are also better services, increasing the visibility and reputation of tourism destinations and giving operators a competitive edge

Latest Research


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• By embracing the principles of Inclusive Tourism, the Ontario business community will be uniquely positioned to shift the paradigm away from compliance toward adopting a strong and robust economic argument

• By delivering increased value, Ontario businesses will gain first mover advantage within the international travel industry

The Opportunity


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Accommodations:From Low Cost to High Impact

• In addition to people with disabilities and Baby Boomers, parents with baby strollers and all visitors appreciate a more accessible environment

• If one member of a group has a disability, their friends and family will seek out an accessible venue all can enjoy

• It is important to advertise your accessibility features so everyone is aware – “If we don’t know, we don’t go”


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Planat™• An online tool that allows consumers to search and review the

accessibility of places worldwide from a mobility, sight, and hearing perspective

• Consumers get detailed information of the access features of various venues, allowing them to make informed decisions on where to eat, shop, and play; online feedback can then be provided

• Enables businesses to showcase and promote their access



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• The largest Parapan Am Games ever held will take place in Toronto from August 7-15, 2015

• This will be the fifth edition of the Games and will feature 1,608 athletes from 28 countries competing in 15 sports

Countdown to the2015 Parapan Am Games!


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• The tourism industry is a key economic driver

• An opportunity to champion industry-led initiatives that enable tourists to identify attractions, accommodations, events, and facilities that are accessible to all

The 2015 Parapan Am Games


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• The Canadian tourism industry and the business community benefits by attracting more consumers and increased incomes, thereby boosting local economies

• Society as a whole benefits from the creation of new jobs, increased tax revenues, and the legacy of more accessible environments for local communities and visitors

The Legacy ofInclusive Tourism


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Benefits & Outcomes for Ontario

•Increased tourism

•New jobs

•Increased tax revenue

•More accessible communities


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• To leverage the financial benefits of inclusive tourism

• To benefit from case studies of inclusive tourism in action from other countries, i.e., Barbados – invaluable in propelling culture change

• To become a sector leader and seize first-mover advantage of this growing market

Now Is The Time!


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All it takesis for the first person

to start dancing!

First Follower

(Find by searching by title on YouTube.ca)


http://www.youtube.com/watch?v=fW8amMCVAJQ

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For more information –

David SegalExecutive Director, Accessibility StrategiesExcellence [email protected] Phone: 416 795 7600

Lorin MacDonaldSpecial Advisor, Accessibility StrategiesExcellence [email protected] Phone: 647 226 9932

mailto:[email protected]

mailto:[email protected]

tiao - here come the boomers - will you be ready

Documents

disability disability

lorin macdonald

bn na pwd disposable

ontarios tourism sector

ontarios population

benefits of inclusive

cent of baby boomers

reality of disability