For immidiate Release
November 23, 2006
New Tourism Study Points To Consumer And Trade Shows As Powerful Economic Driver For Toronto Region
Over $1 billion in tourism spending Toronto ranked #2 in North America for trade shows
TORONTO, ON – More than 2.3 million people visit the Greater Toronto Area each year to attend a consumer or trade show, according to a new study by researchers with the University of Guelph’s School of Tourism Management. Visitors and show organizers combine to generate direct expenditure of $1.1 billion in the region.
"This independent study proves that trade and consumer shows are a major piece of the tourism pie", said Barry Smith, President and CEO of the Metro Toronto Convention Centre. "We traditionally associate only big city wide conventions as generating significant economic benefits to the community and for the first time we now realize how important trade and consumer show are to our economic success".
Top consumer shows, such as the One of a Kind Christmas Show and Sale that starts today at the Direct Energy Centre, can attract over 140,000 people over several days. Other top consumer shows in Toronto include the Royal Agricultural Winter Fair, Canadian International Auto Show and International Home and Garden Show.
Trade shows are large industry events including buying shows such as HostEx and Canadian Food and Beverage Show, Canadian Gift and Tableware Show and Canadian International Farm Equipment Show. Toronto is the number-two destination for trade shows in North America, behind only Las Vegas, according to Trade Show Week.
Bringing tourists at the right time
“Most of the large consumer and trade shows are in off-peak tourism seasons, which means they are supporting hotels, restaurants and hundreds of businesses and jobs in the fall and winter period,” said Arlene Campbell, General Manager of the Direct Energy Centre.
“This is the first study in North America to look specifically at the tourism impact of consumer and trade shows,” said Dr. Marion Joppe, Professor of Tourism Management at the University of Guelph and the study’s lead author. “More than 2 million people cited these shows as their primary reason for visiting the Toronto area, so clearly this is a sector that generates real visitor traffic.”
Other highlights of the research include:
• Visitors to the shows account for $614 million in spending, or 56 per cent of the total
• Exhibiting companies and show organizers account for $482 million in spending, or 44 per cent of the total
• Consumer and trade shows directly support 10,000 jobs in the Toronto region
• Show organizers and visitors pay a combined $260 million in taxes to all three levels of government
“This research highlights the significant and positive impact that our trade and consumer shows have on Mississauga and the entire Airport business community,” said Gail Bernstein, CEO of the International Centre in Mississauga.
Tourism Toronto and industry partners commissioned the study to assess the value of these shows as tourism draws. Based on the strong message the research delivers, Tourism Toronto has begun to promote consumer shows to potential visitors, beginning by featuring the One of a Kind Christmas Show and Sale in the city’s current fall marketing campaign.
About Tourism Toronto
Tourism Toronto, Toronto’s Convention and Visitors Association, is an industry association of more than 1,000 members established to strategically sell and market the Greater Toronto Region as a remarkable destination for tourists, convention delegates and business travelers around the globe. For more information on Tourism Toronto, please visit, www.torontotourism.com.
- 30 -
For more information or for a copy of the full study report contact:
Michele Simpson Andrew Weir
Manager, Media Relations VP, Communications
Tourism Toronto Tourism Toronto
(416) 987-1738 (416) 987-1741
msimpson@torcvb.com aweir@torcvb.com