Department of Tourism, Culture and Recreation
Backgrounder
Mid-Season Provincial Tourism Performance
Highlights:
- To the end of December 2003, there were an estimated 441,400
non-resident visits to Newfoundland and Labrador and an estimated $316
million in tourism expenditures in the Province. Visitors and associated
expenditures were on par in 2003 with tourism growth in 2002.
- Despite a soft start and a mixed picture in the Province’s regions,
Newfoundland and Labrador is on track for an improved performance
overall in tourism in 2004, compared to 2003.
- While Marine Atlantic traffic levels are down from 2003 volumes, both
airport and cruise traffic have increased. Passenger movements in and
out of the province by the airlines accounts for the largest share
of all traffic movements annually. Ferry passenger traffic is down 9%
to the end of August, air travel is up 13% for the period ending
August, thanks largely to a more competitive airline industry. This has
translated into a record convention year with a 40% increase in
2004. Pending cancellations, the cruise industry in 2004 is reporting nearly
double the number of visits in 2003.
- Newfoundland and Labrador’s regions are reporting a more
mixed picture. Areas of the province that rely more heavily on auto
traffic are experiencing challenges while other areas are benefiting
from record air traffic, cruise and conventions. Declining auto visits
are also reflected in lower visitation at Newfoundland and Labrador’s
historic sites, museums, VICs and public and commercial campgrounds.
- Tourism inquiries remain strong, up 5% to the end of August,
indicating continued interest in our destination, and there is good
growth seen through the travel trade. This bodes well for the fall
season and beyond.
Background:
- For Newfoundland and Labrador, as in other parts of Canada, there has
been high volatility and uncertainty in the marketplace over the past
few years where a number of significant events (including post-9/11
impacts, SARs, West Nile Virus, BSE, power failures and forest fires)
meant fewer visitors to Canada and some of its regions.
- Destinations in Atlantic Canada and elsewhere in the country have not
seen tourism rebound as strongly as they had hoped in 2004. While the
direct impacts of past global events have lessened, research in 2004
indicates that consumer enthusiasm for travel remains subdued both in
the US and Canada but is expected to rebound more strongly in 2005 where
early signs of the tourism recovery are encouraging.
- A number of factors may be dampening the enthusiasm of discretionary
travellers including the high value of the Canadian dollar, economic and
business cycles, escalating gas prices, transportation costs, border
security/border waits, the changing habits of consumers, the US election
and the weather. These are national trends and not restricted to this
province alone.
- This is an evolving picture. Statistics are still incomplete
and will be coming in throughout the remainder of the year. A
comprehensive review at the end of the season, combined with the results
of an ongoing air and auto exit survey of visitors, will give a more
complete perspective.
- The Department will continue to monitoring performance closely,
talking to consumers and reviewing our programming in consultation with
industry to make sure the Province is a competitive destination.
- There are some encouraging signs that a recovery of demand may be
ahead. A positive economic climate and pent-up demand could bolster the
outlook for leisure travel in Canada and the Atlantic Provinces in 2005.
Optimism remains cautious, however, pending the performance of the
remainder of the year and into 2005.
Year-To-Date Indicators:
Note: All indicators for 2004 are compared to the same periods
of time in 2003. Time periods reported may vary depending on
availability of data and are indicated below.
Marine Atlantic:
- Overall passenger traffic on the Marine Atlantic Ferry System decreased
9% covering the period from January to August, compared to the same
period in 2003. Vehicle traffic on the Marine Atlantic Ferry System
decreased 10% during the same period.
- Non-resident automobile visits decreased 11% in the period
January to August 2004, compared to the same period in 2003. This
includes declines of -13% from Ontario, -9% from the Maritimes, -10%
from Quebec, -19% from Western Canada and -4% from the USA.
- Residents traveling outside the province via Marine Atlantic decreased
7% during the months of January to August 2004, compared to the same
period in 2003.
- Exiting bus traffic on the Marine Atlantic Ferry System increased
6% between May and August (+8 buses) 2004, compared to the same
period in 2003.
Airports:
- Airport passenger movements at the province’s seven major airports increased
13% during the months of January to August 2004, compared to the
same period in 2003. Only two airports reported declines - Stephenville
and St. Anthony.
- Direct international arrivals (St. John’s airport) increased 10%
during the months of January to May 2004, compared to the same period in
2003.
- Car rental revenue at the St. John’s airport increased 4%
during the months of January to July 2004, compared to the same period
in 2003.
Cruise:
- Cruise ship passenger visits are expected (pending cancellations) to
almost double those during the 2003 cruise season. Approximately 147
port calls are scheduled for 2004, compared to 77 calls in 2003.
Approximately 35,816 passenger visits are expected by cruise, compared
to 20,351 in 2003.1
1 The September 21st
weather-related cancellation of one port visit of the Queen Mary
in Corner Brook has resulted in a loss of 2,620 passenger visits.
Nevertheless, the province total for 2004 is now 35,816 which is still
75% higher than 2002.
Accommodation Occupancy: (based on available data, subject to
change pending additional filing by operators)
- Roofed accommodation occupancy rates in the province for the period
from January to August 2004 were 47%, down slightly from 48%
during 2003.
- The Avalon and Labrador regions of the province are on par as
compared to last year (Avalon 59% ; Labrador at 37%).
- Other regions of the province are down for the same time period
(Eastern down to 42% from 46%; Central down to 38% from 41%; Western
down to 39% from 43%).
- Room night sales in St. John’s, as measured by the Avalon Convention
and Visitor Bureau (ACVB), increased 2% for the period ending August.
- Very preliminary data indicate commercial campground occupancy rates
are down significantly from the same time last year - 24% vs 35% for May
to August 2003, 2004 respectively.
Visitor Information Centres:
- Visitors to the Provincial Visitor Information Centres reached 108,138
during the months of May to September 2004, compared to the same period
in 2003. This is a decrease of -21% over last season. The number
of visits reported during the 2004 operating season was the lowest level
recorded during the past 10 seasons.
- All seven chalets operated by the province recorded decreases in
visitation during the 2004 season. The overall decrease is due in part
to the significant decrease (-11%) of Marine Atlantic traffic during the
summer and in part to the shorter operating season. Comparing May 20,
2004 to September 28, 2004 to the same period in 2003, the decline is
-17%.
Provincial Historic Sites:
- Provincial Historic Sites (PHS) received 45,793 visitors and 352
groups between the month of June and August 2004, a 11% decrease when
compared to the same period in 2003. Eight of the 10 sites reported a
decline. However, it should be noted that the PHS opened five days later
this year.
System of Museums:
- Visits to the Provincial Museum of Newfoundland and Labrador (St. John’s)
decreased 25% for the months of July and August 2004, compared to
the same period in 2003. Overall, visitation to the all museums within
the Provincial System of Museums declined -11%:
- Visits to the Mary March Provincial Museum decreased -3%
for the operating season ending August 2004, compared to the same
period in 2003.
- Visits to the Provincial Seamen’s Museum decreased -13%
for the operating season ending August 2004, compared to the same
period in 2003.
- Visits to the Logger’s Exhibit decreased -2% for the
operating season ending August 2004, compared to the same period in
2003.
Provincial Parks and Reserves:
- There were 56,413 camping units registered for the 2004 season, down
3.3% over 2003. Only Butter Pot, La Manche (both on the Avalon) and
Pistolet Bay (St. Anthony area) showed increases in 2004. The remaining
10 parks reporting declines. The breakdown by region is as follows:
- Avalon Region 21,278 camping units registered, up 6% in
2004, compared to the same period in 2003.
- Eastern Region 7,034 camping units down 3% in 2004,
compared to the same period in 2003.
- Central Region 8,580 camping units, down 8% in 2004,
compared to the same period in 2003.
- Western/Labador Straits Region, 19,521 camping units, down 10%
in 2004, compared to the same period in 2003.
- Cape St. Mary's Ecological Reserve reported 15,725 visitors in 2004, down
29% from 2003.
National Historic Sites: (for the period ending August 2004)
- Parks Canada experienced a series of rotating strikes during
August 2004. All sites (as available) reported declines in August
visitation. Signal Hill and Cape Spear data are not yet available for
August. Data for these sites is for the time period ending July.
- Visits to Red Bay reached 8,307 visitors, down 5% from last
year
- L’Anse aux Meadows reached 28,450 visitors in 2004, down -1%
from the same period in 2003
- Port aux Choix recorded 9,288 visitors in 2004, down -23% from the
same period in 2003
- Visits to Hawthorne Cottage reached 3,815 visitors, down 23%
from last year
- Visits to the Ryan Premises reached 6,177 visitors, down 14%
from 2003 levels
- Castle Hill: 10,600 visitors, down 23% from 2003 levels
- Signal Hill Visitor Centre reported 4,692 visits in 2004, down -6%
from the same period in 2003. Cabot Tower reported 27,744 visits in
2004, up 29% from the same period in 2003
- Cape Spear Visitor Centre reported 15,084 visits in 2004, down 32%
from the same period in 2003. Cape Spear Lighthouse reported.8,093
visits in 2004, up 3% from the same period in 2003.
National Parks
Gros Morne
- Camper nights to the end of July reached 6,496, down 12%
compared to the same time period in 2003.
- Visitation to the Discovery Centre, Lobster Cove Lighthouse and Broom
Point are down from levels achieved in 2003 (-12%, -17% and -27%
respectively for period ending July 2004).
- Visitation to the Visitor Centre has increased 5% for the
period ending July 2004, compared to the same period in 2003.
- Western Book Pond Boat Tour is up 11% for the season ending
July 2004, compared to the same period in 2003. The Trout River Boat
Tour is down 5% in 2004, compared to the same period in 2003.
Terra Nova
- Unavailable from Parks Canada for the year-to-date.
Colony of Avalon (Ferryland)
- Visits to Ferryland for the period May to August 2004 increased 4%
compared to the same period in 2003.
Arrivals from St. Pierre and Miquelon (SPM)
- Direct arrivals at the St. John’s airport by resident of SPM decreased
1% for the period January to August 2004, compared to the same
period in 2003.
- Direct arrivals at Fortune by resident of SPM decreased 8% for
the period May to August 2004, compared to the same period in 2003.
r A summary table of Selected Provincial Indicators is
attached.
|
2002 |
2003 |
2004 |
% Change 02/03 |
% Change 03/04 |
% Change 02/04 |
Marine Atlantic Ferry Service (Both
Directions) |
Passengers Carried 1. |
402,641 |
346,355 |
314,913 |
-14.0 |
-9.1 |
-21.8 |
Passenger Related Vehicles 2. |
129,425 |
112,425 |
101,605 |
-13.1 |
-9.6 |
-21.5 |
Commercial Related Vehicles 3. |
52,407 |
53,297 |
56,144 |
1.7 |
5.3 |
7.1 |
Non-Resident Auto Visitors 4. |
123,640 |
107,651 |
95,673 |
-12.9 |
-11.1 |
-22.6 |
Residents Exiting by Auto 5. |
78,639 |
66,607 |
61,864 |
-15.3 |
-7.1 |
-21.3 |
Airport Passenger Movements 6. |
891,043 |
925,346 |
1,049,277 |
3.8 |
13.4 |
17.8 |
Direct International Arrivals
(St. John’s) 7.
|
6,580 |
5,111 |
5,644 |
-22.3 |
10.4 |
-14.2 |
Occupancy Levels (St. John’s) 8. |
67.9 |
66.6 |
67.8 |
-1.9 |
1.8 |
-0.1 |
Information Centres 9. |
137,139 |
126,701 |
100,138 |
-7.6 |
-21.0 |
-27.0 |
Car Rental Revenue
(St. John’s Airport) 10.
|
$4,769,232 |
$5,768,993 |
$5,981,366 |
21.0 |
3.7 |
25.4 |
Exiting Buses 11. |
162 |
127 |
135 |
-21.6 |
6.3 |
-16.7 |
Cruise Ship Passenger Visits 12. |
25,410 |
20,351 |
38,436 |
-19.9 |
88.9 |
51.3 |
Please refer to the notes below for the time period covered
by each travel/tourism indicator presented.
Notes:
1. Passengers carried by Marine Atlantic covers the period January to
August.
2. Passenger related traffic carried by Marine Atlantic covers the period
January to August.
3. Commercial related traffic carried by Marine Atlantic covers the
period January to August.
4. Non-resident Auto covers the period January to August.
5. Residents exiting by Automobile covers the period January to August.
6. Airport passenger movements at the province’s seven major airports
covers the period January to August.
7. Direct International Arrivals at St. John’s airport covers the
period January to May.
8. Occupancy levels for St. John’s covers the period January to July.
9. Information Centres covers the period May to September.
10. Car Rental Revenue at the St. John’s airport covers the period
January to July.
11. The number of exiting buses covers the period May to August.
12. The number of cruise ship passengers covers the cruise season. 2004
levels are tentative pending cancellations.
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