Tourism’s Impacts on MA
September, 2012
Todays topics
Tourist definitionVisitation and Spending in MA 2011Origins of domestic travelers to the CommonwealthWhat they do here, how they get here etc.International, Overseas and Canadian travelersAnalysis of Canadian visitation to MA 2010 How does 2012 look so far
A tourist is one who stays overnight in paid accommodations or who travels 50 or more miles one way from their home
Visitation to MassachusettsVisitation Volume
CY2010 CY2011 Primarily from….
Domestic 17.8 Million up 8% 19.2 Million Massachusetts, New York, Connecticut
Canada 662 K up 3% 699 K (est.) Quebec and Ontario
Overseas 1.3 Million up 10% 1.4 Million UK, Germany, China
Total 19.8 Million 21.3 Million
BIG NUMBERS…….Economic Impact of Domestic and International Traveler to Massachusetts2010 and 2011 Preliminary Estimates
Travel Expenditures Domestic International Total Domestic International Total DomesticInternational Total2010 2010 2010 2011p 2011p 2011p 2011p/102011p/102011p/10
($ Millions) ($ Millions) ($ Millions) ($ Millions) ($ Millions) ($ Millions) (Percent)(Percent) (Percent)
Public Transportation $4,322.0 $253.7 $4,575.7 $4,744.7 $287.7 $5,032.4 9.8% 13.4% 10.0%
Auto Transportation 1,952.6 29.5 1,982.0 2,240.7 34.6 2,275.3 14.8% 17.4% 14.8%
Lodging 2,728.3 687.5 3,415.8 2,920.0 775.7 3,695.6 7.0% 12.8% 8.2%
Foodservice 2,748.8 395.1 3,143.8 2,906.1 439.0 3,345.0 5.7% 11.1% 6.4%
Ent & Recreation 826.0 171.0 997.0 869.2 185.4 1,054.7 5.2% 8.4% 5.8%
General Retail Trade 897.2 518.2 1,415.4 939.1 571.7 1,510.8 4.7% 10.3% 6.7%
Total $13,475.0 $2,054.9 $15,529.9 $14,619.8 $2,294.0 $16,913.8 8.5% 11.6% 8.9%
2011 Expenditures Domestic International Total
($ Millions) ($ Millions) ($ Millions)
Public Transportation 4,744.7 32.5% 287.7 12.5% 5,032.4
Auto Transportation 2,240.7 15.3% 34.6 1.5% 2,275.3
Lodging 2,920.0 20.0% 775.7 33.8% 3,695.6
Foodservice 2,906.1 19.9% 439.0 19.1% 3,345.0
Entertainment & Recreation 869.2 5.9% 185.4 8.1% 1,054.7
General Retail Trade 939.1 6.4% 571.7 24.9% 1,510.8
20101Totals $14,619.8 100.00% $2,294.0 100.00% $16,913.8
up 8.5% up 11.6% up 8.9%
20010 Totals $13,475.0 $2,054.9 $15,529.9
Tourism is several industries Comparison of percentage of dollars spent
2011 Domestic International Total
Public Transportation 13,700 800 14,500Auto Transportation 3,800 100 3,900
Lodging 23,500 5,200 28,700
Foodservice 41,600 5,900 47,400
Entertainment & Recreation 14,200 2,900 17,100General Retail Trade 4,600 3,000 7,600Travel Planning 5,500 5,500
Total 106,900 17,900 124,700
Employment Generated by Spending
Tax Revenue Generated by Spending
Tax Revenue Generated, 2011
Domestic International Total($ Millions) ($ Millions) ($ Millions)
Federal $1,202.0 $216.9 $1,418.9
State $562.2 $90.0 $652.2$1.1 B
Local $358.6 $47.5 $406.1 Total $2,122.9 $354.4 $2,477.3
Taxes include….lodging rooms, sales, payroll, meals, gasoline, property etc.
2011 Preliminary MAState Tax Local Tax
Expenditures Payroll Employment Receipts ReceiptsCounty ($ Millions) ($ Millions) (Thousands) ($ Millions) ($ Millions)
Barnstable 6% $851.80 $217.60 8.43 $35.93 $51.48Berkshire 2% 345.80 86.53 3.46 17.13 9.76Bristol 3% 421.19 83.71 2.95 21.61 8.07Dukes 1% 122.31 29.82 1.18 4.59 6.97Essex 5% 752.67 168.05 6.21 38.76 19.30Franklin 0% 55.99 9.77 0.36 2.98 1.76Hampden 3% 483.04 101.64 3.21 25.95 9.49Hampshire 1% 111.06 23.31 0.83 5.82 3.00Middlesex 15% 2,161.21 551.98 19.48 115.71 57.07Nantucket 1% 147.73 30.31 0.99 4.29 5.21Norfolk 6% 922.45 268.31 9.31 47.63 19.83
Plymouth 4% 514.19 97.83 3.59 24.36 23.19Suffolk 48% 6,979.10 1,300.86 41.48 178.70 127.04Worcester 5% 751.26 143.98 5.33 38.75 16.45
Statewide $14,619.81 $3,113.70 106.81 $562.21 $358.63
Domestic expenditures by MA Counties
State and Local Rooms’ taxes by CountyCounty State And Local Rooms Tax Collections (net)
County FY2009 FY2009 FY2010 FY2010 FY2011 FY2011 FY2012 FY2012
State Local State Local State Local State Local
Barnstable $10,574 $8,718 $9,763 $8,173 $12,408 $10,348Berkshire $3,355 $2,706 $3,142 $2,602 $3,915 $3,636Bristol $2,082 $1,579 $1,912 $1,728 $2,489 $2,172Dukes $1,500 $1,213 $1,400 $1,149 $1,733 $1,171Essex $5,091 $4,122 $4,677 $4,431 $6,216 $5,887Franklin $360 $261 $363 $333 $441 $377Hampden $2,748 $2,209 $2,605 $2,146 $3,316 $2,197Hampshire $1,045 $856 $1,092 $1,155 $1,372 $1,375Middlesex $23,150 $19,076 $20,569 $21,125 $20,931 $27,504Nantucket $1,438 $1,186 $1,330 $1,155 $1,807 $1,860Norfolk $6,214 $5,080 $5,523 $5,537 $7,406 $7,512Plymouth $1,860 $1,512 $1,814 $1,652 $2,462 $2,283Suffolk $45,390 $37,511 $43,360 $47,797 $41,067 $60,132Worcester $4,651 $3,786 $4,019 $3,423 $4,838 $4,827State Total $109,458 $89,815 $101,569 $102,406 $110,401 $131,281 $121,639 $146,111
Cnvntn Cntrs $51,500 $50,700 $56,903 $62,068Total State $160,958 $152,269 $167,304 $183,707
State Person Trips Share of all to MA Person Trips
Massachusetts 6,934,000 36.0%New York 1,823,000 9.5%
Connecticut 1,616,100 8.4%New Hampshire 1,631,000 8.5%Rhode Island 797,000 4.2%California 648,000 3.4%Florida 499,000 2.6%New Jersey 737,000 3.8%Maine 765,000 4.0%Virginia 246,000 1.3%Pennsylvania 534,000 2.8%Vermont 322,000 1.7%
All Other States 2,647,900 14%
All New England States 9,157,000 63%
All Mid Atlantic States 3,717,000 16%
Origins of Domestic Visitors, 2011
Primary Purpose of Trip
Domestic Visitors Primary Trip Purpose, historical
Visit Friends/Relatives 46.0%
Personal 15.0%
Entertainment/Sightseeing 13.0%
Business 10.0%
Outdoor Recreation 6.0%
Combined Business/Leisure 10.0%
Convention/Seminar 4.0%
Source:TNS, Travels America
ActivitiesDomestic Visitors Top 10 Activities, historical
Attend Family/Social Event 27.0%
Shopping 18.0%
Fine Dining 15.0%
Beaches 12.0%
Rural Sightseeing 14.0%
Historical Places/Churches 11.0%
Museums 9.0%
Urban Sightseeing 13.0%
State/National Parks 7.0%
Art Galleries 4.0%
Transportation ModeDomestic Visitors Transportation Mode
Own Auto/Truck 66.3%
Airplane 20.1%
Rental Car 3.7%
Camper/RV 0.6%
Train 2.1%
Bus 3.1%
Ship/Boat 1.1%
Motorcoach 0.4%
Household Incomes (mean) of MA Visitors
TOTAL MAPercentages VISITORS New York Massachusetts New England Mid Atlantic
<$50K 29% 22% 34% 37% 27%
$50 - 74.9K 20% 21% 20% 20% 20%
$75 - 99.9K 19% 14% 19% 15% 23%
$100 - 149.9K 22% 25% 20% 21% 20%
$150K+ 10% 18% 8% 7% 11%
Sum 100.0% 100.0% 100.0% 100.0% 100.0%
Average $85,285 $100,832 $79,372 $80,802 $89,061
$75,000 or More 50.8% 57.7% 46.6% 43.4% 53.5%
Comparing activities by Destination from Origin DMA
OriginDMA…
Visiting relatives
23.3% 24.5% 24.7% 20.4% 15.1% 22.8% 25.1% 28.2%
Visiting friends
16.8% 15.1% 17.2% 14.7% 15.2% 12.7% 24.3% 20.5%
Shopping 4.3% 18.4% 12.9% 8.8% 17.6% 14.0% 20.8% 18.2%
Beach 6.8% 10.2% 16.8% 10.4% 15.2% 4.7% 11.8% 14.7%
OriginDMA…
Visiting relatives
39.5% 26.4% 29.4% 11.9% 21.0% 20.9% 22.8% 33.8%
Visiting friends
29.2% 19.7% 17.3% 5.4% 5.9% 10.2% 9.4% 22.3%
Casino/ Gaming
21.2% 19.6% 26.9% 31.2% 20.5% 16.7% 47.4% 6.4%
Albany Schenectady-
Troy
Hartford & New Haven
Springfield- Holyoke
Non-Key Mass DMA's
Non-Key Mass DMA's
DMA's Visited …..Connecticut
Portland/ Auburn New York BostonProvidence- New
Bedford
Springfield- Holyoke
Hartford & New Haven
DMA's Visited…. Massachusetts
Portland/ Auburn New York BostonProvidence- New
Bedford
Albany Schenectady-
Troy
International Visitor origins, volume, market share
Overseas visitation to Massachusetts and the United States in CYs 2011 and 2010
Calendar Year 2011 to Mass__ Calendar Year 2010 to Mass__
VISITOR SHARE OF VISITOR SHARE OFEST. VOLUME COUNTRY EST. VOLUME COUNTRY
(IN 000s) % change MARKET (IN 000s) MARKET
Residence
ALL OVERSEAS 1,422 10.1% 5.1% 1,292 4.9%
EUROPE 709 9.6% 5.6% 647 5.4%
WESTERN EUROPE 683 11.2% 5.7% 614 5.4%
United Kingdom 222 17.5% 5.8% 189 4.9%
PROC (china) 139 75.9% 12.8% 79 9.9%
Germany 120 -0.8% 6.6% 121 7.0%
France 69 -1.4% 4.6% 70 5.2%
Australia 65 -24.4% 6.3% 86 9.5%
Brazil 54 0.0% 3.6% 54 4.5%
India 50 8.7% 7.5% 46 7.0%
South Korea 50 2.0% 4.4% 49 4.4%
Japan 49 -31.0% 1.5% 71 2.1%
Italy 33 -19.5% 6.1% 41 4.9%
ALL Overseas to U.S. 27,883 5.8% 26,363
OVERSEAS (1) VISITORS TO SELECT U.S.
STATES AND TERRITORIES
2010-2011
2010 2010 2011 2011 VOLUME
2011 STATE MARKET VISITATION MARKET VISITATION %
Rank VISITATION (2) SHARE (000) SHARE (000) CHANGE
1 New York 32.8% 8,647 34.1% 9,508 10%
2 California 21.3% 5,615 22.0% 6,134 9%
3 Florida 22.1% 5,826 20.4% 5,688 -2%
4 Nevada 9.5% 2,504 10.3% 2,872 15%
5 Hawaiian Islands 8.1% 2,135 8.2% 2,286 7%
6 Massachusetts 4.9% 1,292 5.1% 1,422 10%
7 Texas 3.9% 1,028 4.6% 1,283 25%
8 Illinois 4.5% 1,186 4.5% 1,255 6%
9 Guam 5.0% 1,318 4.4% 1,227 -7%
10 New Jersey 3.7% 975 3.5% 976 0%
11 Pennsylvania 3.5% 923 3.3% 920 0%
12 Arizona 2.9% 765 3.1% 864 13%
13 Georgia 3.1% 817 2.4% 669 -18%
14 Washington 1.9% 501 1.8% 502 0%
14 Utah 1.8% 475 1.8% 502 6%
16 Colorado 1.3% 343 1.6% 446 30%
17 Virginia 1.4% 369 1.3% 362 -2%
2011 2010 2010 2011 2011 VOLUME
RANK CITY VISITATION (2) MARKET VISITATION MARKET VISITATION %
SHARE (000) SHARE (000) CHANGE
1 New York City 32.1% 8,463 33.3% 9,285 10%
2 Los Angeles 12.7% 3,348 13.1% 3,653 9%
3 Miami 11.8% 3,111 10.6% 2,956 -5%
4 San Francisco 10.0% 2,636 10.3% 2,872 9%
5 Las Vegas 9.2% 2,425 10.0% 2,788 15%
5 Orlando 10.3% 2,715 10.0% 2,788 3%
7 Washington, DC 6.6% 1,740 6.5% 1,812 4%
8 Honolulu 6.2% 1,635 6.4% 1,785 9%
9 Boston 4.5% 1,186 4.7% 1,311 11%
10 Chicago 4.3% 1,134 4.3% 1,199 6%
11 San Diego 2.9% 765 2.7% 753 -2%
12 Philadelphia 2.4% 633 2.2% 613 -3%
OVERSEAS (1) VISITORS TO SELECT U.S. CITIES
2010 vs. 2011
Canadian visitation to U.S. States
2010 2009
Visits Share Visits Share
Top 15 States 1 New York 3,446 17.3% 1 New York 2,946 16.4% Visited 2 Florida 3,102 15.5% 2 Florida 2,644 14.7%
3 Washington 2,311 11.6% 3 Washington 2,057 11.4%4 California 1,451 7.3% 4 Michigan 1,293 7.2%5 Michigan 1,396 7.0% 5 California 1,233 6.9%6 Nevada 1,366 6.8% 6 Nevada 1,292 7.2%7 Maine 900 4.5% 7 Maine 836 4.7%8 PA 897 4.5% 8 PA 759 4.2%9 Montana 747 3.7% 9 Vermont 741 4.1%10 Vermont 723 3.6% 10 MA 645 3.6%11 Nrth Dkta 686 3.4% 11 Nrth Dkta 586 3.3%12 MA 662 3.3% 12 Montana 583 3.2%13 Minnesota 651 3.3% 13 Ohio 557 3.1%14 Arizona 650 3.3% 14 Arizona 557 3.1%15 Virginia 573 2.9% 15 Virginia 553 3.1%
Total top 15 states 19,561 98% 17,282 96%
Canadian visitation to U.S. and MACanadian Volume
Calendar Years 2010 2009(percentage change)
Canadian Visits to US 19,964,000 17,977,00011.1%
Canadian Visits to MA 662,000 645,0002.6%
Quebec to U.S. 3,401,000 3,032,00012.2%
Quebec to MA 272,000 310,000-12.3%
Ontario to U.S. 8,737,000 8,051,0008.5%
Ontario to MA 242,000 219,00010.5%
Where did they go????Calendar Years 2010
Quebec to MA 272,000-12.3%
Quebec to New Hampshire 235,00028.4%
Quebec to Pennsylvania 144,00082.3%
Ontario to MA 242,00010.5%
Ontario to New Hampshire 131,0009.2%
Ontario to Pennsylvania 664,00010.3%
What did they do????New Hampshire % increase from prior year
Shopping 360,000 30%
Sightseeing 237,000 30%
Outdoor Activity/Sports 171,000 38%
Historic Sites 108,000 27%
Night Club 62,000 27%
National/State Park 139,000 29%
Who were those guys………Visitor Profiles (Canada Only nothing from Provinces)
(Percentage Change)
United States MA N.H.
Hotel/Motel 18 0 14
Age 19 & under 8 7 40
Age 20-54 6 -9 33
Age 55 + 23 17 13
Quarter 1 9 -13 62
Quarter 2 14 6 23
Quarter 3 11 4 22
Quarter 4 10 8 5
How does MA look in CY2012
Massachusetts Lodging, CY2012 thru JulyCalendar Year to Date thru July, 2012 vs. CYTD July, 2011
Supply Occupancy RoomRate Demand Revenue
United States 0.4 2.9 4.3 3.2 7.7
Massachusetts 0.3 2.7 2nd 8.0 1st 3.1 3rd 11.3 1st
New England 0.4 2.1 5.7 2.5 8.3
New Jersey 1.5 1.3 2.9 2.7 5.7
New York 1.8 2.9 3.7 4.8 8.6
Pennsylvania 1.3 1.1 4.3 2.4 6.8
8.24.2012
Rooms Revenue -28 day lag analysis
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Boston
New York
Philly
June 1…September15
%
15 four week periods
The end……..
Go Celtics