Arts and culture tourists spend more, stay longer and are more likely to be from overseas

The Ontario Arts Council (OAC) is releasing a new report detailing the impact of arts and culture tourism in Ontario. Commissioned by OAC from Forum Research, the Ontario Arts and Culture Tourism Profile reveals the size and value of arts and culture tourism in Ontario, including significant economic impacts, and provides demographic information about arts and culture tourists who visit Ontario. 

Among the key findings from Forum’s analysis, which uses data from Statistics Canada, is that the average arts and culture trip has nearly triple the economic impact of non-arts and culture trips.

The report also found that roughly $11.4 billion is spent on arts and culture tourism in Ontario, resulting in $5.7 billion in direct value-added to the province.

In response to the report’s findings, Rita Davies, chair of the OAC’s board of directors, stated: “Forum’s analysis demonstrates that the economic impact of arts and culture tourism ripples out beyond artists and arts organizations into local economies, job creation and growth. It also shows that arts and culture activities are an important factor in why travelers choose to visit Ontario.”

The report was officially launched today at the Northern Ontario Tourism Summit, where Ontario Culture Days hosted a conversation between Michael Murray, OAC’s CEO, and Kathleen Sharpe, executive director of the Ontario Cultural Attractions Fund, called: Why You REALLY Want to Attract the Cultural Tourist.

For more, visit: Ontario Arts Council News Report