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World Trade Organization, Geneva, Feb. 232-24, 2001

Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience. Presented by: Scott Meis. World Trade Organization, Geneva, Feb. 232-24, 2001. Outline. Introduction- the Canadian TSA Rationale Key Concepts Key Economic Results Structural Findings and linkages

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World Trade Organization, Geneva, Feb. 232-24, 2001

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  1. Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by: Scott Meis World Trade Organization, Geneva, Feb. 232-24, 2001

  2. Outline • Introduction- the Canadian TSA • Rationale • Key Concepts • Key Economic Results • Structural Findings and linkages • Conclusions Canadian Tourism Commission

  3. Introduction : • CTC Created in 1995 & 2001 • OBJECTIVES: • Market Canada as a destination “BRAND Canada” • Provide accurate and timely information to aid decision making Canadian Tourism Commission

  4. Rationale : Information Gaps 1992/93 Inadequacy Of Data & Analysis • Lack aggregate summary • Lack view of industry • Lack credibility • Lack indicators of performance • Incomparable with economy • Incomparable with other sectors • Incomparable with competitors Canadian Tourism Commission

  5. Rationale - User Requirements Application Requirements (NTFTD, 1986) • Advocacy, planning and public awareness; • Marketing; • Investment, operations and management; • Manpower, education and training Canadian Tourism Commission

  6. Introduction 1979-2000 History • French concept of tourism satellite accounts, 1979 • Canadian Task Force feasibility study, 1985 • Canadian TSA recommendation, 1989 • Ottawa Conference TSA guidelines, 1991 • WTO/UN recommendations,1993 • Canadian TSA release, 1994 • WTO\OECD conceptual frameworks, 1996-1999 • Other national projects, 1996-1999 • Nice, 1999 • UN-SC endorsement, March 1, 2000 Canadian Tourism Commission

  7. Rationale: A New Statistical Instrument Tourism Satellite Account • Integrates/interrelates dispersed phenomena • Separate linked extension of SNA • Unit of analysis - monetary values • Set of detailed statistics measuring structure and scope of tourism outputs, expenditures and employment. • Tourism specific summary of observations • Comparable with total economy • Comparable to other industries Canadian Tourism Commission

  8. Canadian TSA: extensions Current Extensions • National Tourism Indicators • Government revenue module • Tourism Economic Impact Model • Benchmark updates Canadian Tourism Commission

  9. Key Concepts: Tourism Commodities • Tourism CommodityA product or service produced mostly for tourism, eg., tours on steam trains. • Non- tourism CommodityA product or service not specific to or characteristics of tourism, eg., clothing, suntan lotion. Canadian Tourism Commission

  10. Key Concepts: Tourism Industries Tourism IndustryAny industry that serves visitors directly and would cease to exist or whose level of activity would be substantially reduced wiithout tourism, eg., hotels. Canadian Tourism Commission

  11. Tourism share( % ) Commodity Class Travel agency services 98 Accommodation 92 Passenger transportation services 93 Recreation & Entertainment 24 Key Concepts: Tourism Commodities Tourism Sector Commodities Excluded From W120 Food and beverage services 21 Other related services

  12. Key Concepts : Tourism Business Tourism Operator Tourism Operator/BusinessAny tourism enterprise or establishment within an empirically identified characteristic or specific tourism industry, eg., hotels. Canadian Tourism Commission

  13. Key Concepts : Tourism GDP Tourism Gross Domestic Product ( TGDP ) • Tourism specific GDP • Total value added by tourism and non-tourism industries generated by provision of goods and services to visitors • Total value at purchaser’s price minus costs and taxes Canadian Tourism Commission

  14. Key Concepts : Employment Definition of Employment • Persons employed, whether full-time or part-time. • Count only employment due to tourism demand • Includes both tourism and non-tourism industries Canadian Tourism Commission

  15. Key Economic Results : Old Measures Canada’s Overall Tourism Market Mix, 1999112.5 million tourist* trips Domestic tourism 74.6 million overnight trips Outbound tourism 18.4 million overnight trips Inbound Tourism U.S.:15.3 million overnight trips Overseas: 4.2 million overnight trips *tourist = 1+nights Canadian Tourism Commission

  16. Key Economic Results : Old Measures Canada’s Overall Tourism Market Mix, 1999112.5 million tourist* trips Internal Tourism (Dom+IB) 94.1 million overnight trips International Tourism(IB+OB) 37.9 million overnight trips National Tourism (Dom+OB) 93.0 million overnight trips *tourist = 1+nights Canadian Tourism Commission

  17. Key Economic Results : Old Measures 1999 Reciepts and Payments on Canada’s Travel Account($billions) Payments Spending by Cdns $15.1 Receipts Spending by For Res’s $16.8 Balance $-1.7 Canadian Tourism Commission

  18. Key Economic Results : Old Measures 1999 Reciepts and Payments on International Passenger Fares ($billions) Payments Spending by Cdns Res’s on For Carriers $3.7 Receipts Spending by For Res’s on Can. Carriers $2.7 Balance $-1.0 Canadian Tourism Commission

  19. Key Results: New Measures Industry Performance 1999 • Tourism spending $50.1 • Foreign spending $15.3 • Canadian spending $34.8 • Tourism GDP $20.3 • % of total GDP 2.5% • % of services exports 30% Canadian Tourism Commission

  20. Canadian Tourism Commission Key Results: Tourism: 11th largest industry in 1999 Business Sector Share of GDP by Industry

  21. Structural Linkages: Total Demand Composition of Tourism Demand in Canada Canadian Tourism Commission

  22. Structural Linkages:Tourism GDP Tourism GDP Share by Industry Total Tourism GDP: $ 20.3 Billion (1999) Canadian Tourism Commission

  23. %of Total %SME’s** Total Enterprises (1999) 159,000 * 1980 Standard Industrial Classification** Less than 100 employees Structural Linkages: Business Characteristics Distribution of Tourism Businesses by Industry *and Size Food and beverage service (92): 57 99.0 Recreation and entertainment (85,96): 19 99.0 Accommodation (91): 12 97.6 Transportation (45): 6 98.9 Travel services (96): 5 99.5 Other 1 --- Canadian Tourism Commission

  24. Structural Linkages: Employment Tourism Employment by Industry 524,000 Jobs Canadian Tourism Commission

  25. $1.60 $8.90 $12.40 Federal Provincial Municipal Structural Linkages: Government Revenues $23 PER $100 DOLLARS TOURISM SPENDING TOTAL = $15.4 Billion (1999) * Adjusted = $30 /$100 spending Canadian Tourism Commission

  26. Sectoral Linkages: Intra-sectoral purchases Inputs to Canadian Tourism Sector Selected Industries in 1994 Selected Commodity Purchases

  27. Sectoral Linkages: Extra-sectoral purchases 1994 External Inputs to Canadian Tourism Sector Selected Industries Selected Commodity Purchases

  28. Performance Trends: Total Tourism Spending in Canada by key Commodities 1999 in Review Commodity Categories

  29. Performance Trends: Tourism Exports Spending in Canada by Key Commodities 1999 in Review Commodity Categories

  30. Performance Trends: Tourism Hard Hit by Domestic Business Cycle Cyclical Deviation Canadian Tourism Commission

  31. Performance Trends: Tourism Exports a Growth Leader Canadian Tourism Commission

  32. -1.7 -3.2 -3.4 -3.5 -4.1 -5.9 -6.4 92 93 94 95 96 97 98* Impacts : Reduced Deficit Travel Deficit Billion * Estimate Source: Statistics Canada Canadian Tourism Commission

  33. 550 525 500 475 450 92 93 94 95 96 97 98* Impacts : Employment Employment 524 000 Thousands 1999 + 14% New Direct Jobs 65 000 459 000 1992 * Third quarter Source: Statistics Canada Canadian Tourism Commission

  34. Impacts : TGDP Growth Tourism GDP 1999 20.1 $B Tourism GDP ( $B ) 1995 16.2 $B 1999 2.5% Tourism GDP Ratio 1995 2.3% Canadian Tourism Commission

  35. International Vision - Future challenges Research and Development • Medium & long term • UN-SC endorsement of revised definitions and classifications • Developing extensions and applications • Labour force module • Tourism capital formation module • Tourism balance of payments • Links with environmental accounts Canadian Tourism Commission

  36. Who knows? … Who cares? • `TSA is an invaluable tool in moving tourism’s political agenda forward ’ • ‘ The TSA also helps industry members define themselves as part of tourism ’ • ‘ TSA raised the profile of tourism ’ Debra Ward,President of TIAC World Conference on the Economic Impact of Tourism, France, 1999 Canadian Tourism Commission

  37. Who knows, who cares: Follow the leader • Sweden 1996 • Norway 1997 • Poland 1997 • Singapore 1997 • USA 1998 • Mexico 1998 • New Zealand 1998 • Australia 2000 • Spain In progress • Thailand In progress Canada 1994 Canadian Tourism Commission

  38. Conclusions Conclusions • Met user requirements • Defined tourism products/services • Defined tourism industries • Credible measures • Comparability with total economy • Comparability with other industries • Potential foundation of trade negotiations • Potential tool for monitoing international trade perfomance Canadian Tourism Commission

  39. Thank you for your attention WEB: canadatourism.com CTX: http://www.ctc-ctx.com E-Mail: meis.scott@ic.gc.ca Canadian Tourism Commission

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