A new report suggests Ontario is falling behind when it comes to attracting tourists.
The Ontario Chamber of Commerce's report called Closing The Tourism Gap: Creating a Long-Term Advantage for Ontario, says the province forwent almost $16-billion in visitor spending between 2006 and 2012.
While 2016 has been a strong year for tourism operators in Ontario, the chamber argues the province has failed to keep up with global growth trends and a strategy is needed to ensure recent growth translates into long-term sustainability.
"The tourism industry is an important economic driver in Windsor-Essex," says Windsor-Essex Regional Chamber of Commerce CEO Matt Marchand. "The province as a whole must take steps to boost the province as a destination for U.S. and international travellers."
Marchand's comments are echoed by his counterpart in London.
“The tourism industry is a vital component of our local economy in London as well as in many other parts of the province,” says Gerry Macartney, CEO of the London Chamber of Commerce. “Despite this however, the research shows that Ontario is missing out on significant tourism growth in comparison to our international competitors. The province must take steps to boost our reputation as a global destination for foreign visitors and close the tourism gap. Our tourism industry in London is well ahead of the curve and our province would do well to learn from them.”
In Southwestern Ontario, tourism makes up 3.1% of total employment and accounts for 2.2% of total GDP.
The report makes some key recommendations including developing a strategic plan with measurable targets and timelines, working with tourism operators to cut red tape and reduce cost burdens, and creating a predictable multi-year funding model for tourism marketing.
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