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

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

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

Sectoral Economic Sectoral Economic Linkages and the Linkages and the Tourism Satellite Tourism Satellite Account: The Canadian Account: The Canadian ExperienceExperiencePresented by:

Scott Meis

Page 2: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Outline

• Introduction- the Canadian TSA

• Rationale

• Key Concepts

• Key Economic Results

• Structural Findings and linkages

• Conclusions

Canadian Tourism Commission

Page 3: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

CTC Created in 1995 & 2001

OBJECTIVES: • Market Canada as a destination “BRAND Canada”

• Provide accurate and timely information to aid decision making

Introduction :

Canadian Tourism Commission

Page 4: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

•Lack aggregate summary•Lack view of industry•Lack credibility

•Lack indicators of

performance •Incomparable with economy•Incomparable with other sectors

•Incomparable with competitors

Rationale : Information Gaps

1992/93Inadequacy Of Data & Analysis

Canadian Tourism Commission

Page 5: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Rationale - User Requirements

Application Requirements

(NTFTD, 1986)

Application Requirements

(NTFTD, 1986)•Advocacy, planning and public

awareness;

•Marketing;

•Investment, operations and management;

•Manpower, education and training

Canadian Tourism Commission

Page 6: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

• 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

History

Introduction 1979-2000

Canadian Tourism Commission

Page 7: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

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

Rationale: A New Statistical Instrument

Canadian Tourism Commission

Page 8: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Canadian Tourism Commission

Canadian TSA: extensions

• National Tourism Indicators

• Government revenue module

• Tourism Economic Impact Model

• Benchmark updates

Current Extensions

Page 9: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

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.

Key Concepts:

Canadian Tourism Commission

Page 10: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

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.

Key Concepts:

Canadian Tourism Commission

Page 11: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Commodity Class Tourism share ( % )

Key Concepts: Tourism Commodities

Passenger transportation services 93

Accommodation 92

Travel agency services 98

Recreation & Entertainment 24

Tourism Sector Commodities Excluded From W120

Other related services

Food and beverage services 21

Page 12: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Tourism Operator

Tourism Operator/BusinessAny tourism enterprise

or establishment within an empirically identified characteristic or specific tourism industry, eg., hotels.

Key Concepts : Tourism Business

Canadian Tourism Commission

Page 13: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

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

Key Concepts : Tourism GDP

Canadian Tourism Commission

Page 14: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

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

Key Concepts : Employment

Canadian Tourism Commission

Page 15: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Canada’s Overall Tourism Market Mix,

1999112.5 million tourist*

trips

Inbound TourismU.S.:15.3 million overnight tripsOverseas: 4.2 million overnight trips

Outbound tourism18.4 million overnight trips

Key Economic Results : Old Measures

Canadian Tourism Commission

Domestic tourism74.6 million overnight trips

*tourist = 1+nights

Page 16: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Canada’s Overall Tourism Market Mix,

1999112.5 million tourist*

tripsInternal Tourism (Dom+IB)94.1 million overnight trips

National Tourism (Dom+OB)93.0 million overnight trips

International Tourism(IB+OB)37.9 million overnight trips

Key Economic Results : Old Measures

Canadian Tourism Commission

*tourist = 1+nights

Page 17: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Reciepts and Payments on Canada’s Travel

Account($billions)

Balance $-1.7

Payments Spending by Cdns $15.1

Key Economic Results : Old Measures 1999

Canadian Tourism Commission

ReceiptsSpending by For Res’s $16.8

Page 18: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Reciepts and Payments on International Passenger Fares

($billions)

Balance $-1.0

Payments Spending by Cdns Res’s on For Carriers $3.7

Key Economic Results : Old Measures 1999

Canadian Tourism Commission

ReceiptsSpending by For Res’s on Can. Carriers $2.7

Page 19: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Industry Performance 1999

Industry Performance 1999

Key Results: New Measures

• 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

Page 20: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

0.2

0.7

1.6

2.9

3.6

3.8

4.1

4.6

6.3

6.7

7

15.4

19.8

23.4

0 5 10 15 20 25 30

Fishing & Trapping

Logging& forestry

Agricultural & related services industries

TOURISM

Transportation & storage

Communication

Other utility industries

Mining, quarrying & oil well

Construction

Retail Trade

Wholesale trade

Community, business & personal services

Finance, insurance & real estate

Manufacturing

Business Sector Share of GDP by Industry

Key Results: Tourism: 11th largest industry in 1999

Canadian Tourism Commission

Page 21: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Composition of Tourism Demand in Canada

Food & beverage

16%

Other tourism commodities

10%

Other non-tourism commodities

20%

Transportation40%

Accommodation14%

Structural Linkages: Total Demand

Canadian Tourism Commission

Page 22: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Tourism GDP Share by Industry

Structural Linkages:Tourism GDP

Other transportation8%

Accommodation16%

Food & beverage23%

Other tourism services10%

Other Industries19%

Air transportation24%

Total Tourism GDP: $ 20.3 Billion (1999)Canadian Tourism Commission

Page 23: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Food and beverage service (92): 57 99.0

Recreation and entertainment (85,96): 19 99.0

Accommodation (91): 12 97.6

Transportation (45): 6 98.9Travel services (96): 5 99.5

Other 1 ---

Total Enterprises (1999) 159,000

* 1980 Standard Industrial Classification** Less than 100 employees

Distribution of Tourism Businesses

by Industry *and Size

Structural Linkages: Business Characteristics

%of Total

%SME’s**

Canadian Tourism Commission

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

Tourism Employment by Industry 524,000 Jobs

Accommodation27%

Transportation17%

Other non-tourism commodities

21%

Other tourism commodities

6%

Food & beverage

29%

Structural Linkages: Employment

Canadian Tourism Commission

Page 25: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

$12.40$8.90

$1.60

Federal Provincial Municipal

$23 PER $100 DOLLARS TOURISM SPENDING

TOTAL = $15.4 Billion (1999)* Adjusted = $30 /$100 spending

Structural Linkages: Government Revenues

Canadian Tourism Commission

Page 26: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Accomm.( $ millions )

Food andBeverages($ millions )

TravelServices

($millions)

Transportation 31 29 16

Accommodation 25 24 14

Food and beverage services 33 20 11

Travel services 73 27 2

Recreation & entertainment 107 80 3

Source: Tourism Economic Impact Model (TEIM)

Inputs to Canadian Tourism Sector Selected Industries in

1994

Selected Commodity Purchases

Sectoral Linkages: Intra-sectoral purchases

Page 27: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Accomm.( $ millions )

Food andBeverages($ millions )

TravelServices

($millions)

Agriculture products 53 492 ?

Manufacturing products 2055 7753 ?

Construction services 68 68 ?

Communications/ utilities 479 509 ?

Finance, Insur. R.E. 519 1668 ?

Business & computer serv. 331 239 ?

Source: Tourism Economic Impact Model (TEIM)

1994 External Inputs to Canadian Tourism Sector

Selected Industries

Selected Commodity Purchases

Sectoral Linkages: Extra-sectoral purchases

Page 28: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Total TourismDemand In

Canada( $ millions )

Change frompreceding

year( % )

Changefrom $ 92

( % )

Transportation 20,084 8.5 3.8

Accommodation 7,060 5.1 0.4

Food and beverage services 8,103 5.0 2.9

Other tourism commodities 5,073 5.7 2.9

Total tourism commodities 40,320 6.8 2.9

Total other commodities 9,792 5.3 4.5

Tourism expenditures 50,112 6.5 3.2Source: National Tourism indicators, Catalogue no. 13-009-XPB.

Total Tourism Spending in Canada by key Commodities

1999 in Review

Commodity Categories

Performance Trends:

Page 29: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

DomesticTourismDemand

($ millions)

Changefrom

precedingyear

Changefrom $ 92

( % )

Transportation 3,919 7.9 6.2

Accommodation 3,424 8.4 3.6

Food and beverage services 3,541 7.6 5.4

Other tourism commodities 1,424 7.8 4.2

Total tourism commodities 12,308 8.1 5.1Total other commodities 6,812 8.1 5.1

Tourism expenditures 15,288 7.7 5.12Source: National Tourism indicators, Catalogue no. 13-009-XPB.

Tourism Exports Spending in Canada by Key Commodities 1999 in Review

Performance Trends:

Commodity Categories

Page 30: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

-0.08

-0.06

-0.04

-0.02

0

0.02

0.04

0.06

0.08

86 87 88 89 90 91 92 93 94 95 96

Total Tourism CommoditiesTourism ExpendituresGDP

Cyc

lica

l D

evia

tio

n

Tourism Hard Hit by Domestic Business Cycle

Performance Trends:

Canadian Tourism Commission

Page 31: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

0.8

1

1.2

1.4

1.6

1.8

2

86 87 88 89 90 91 92 93 94 95 96

GDPCanadian exports

Export tourism expenditures

Performance Trends:

Tourism Exports a Growth Leader

Canadian Tourism Commission

Page 32: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Impacts : Reduced Deficit

* EstimateSource: Statistics Canada

Billion

-6.4

92

-5.9

93

-4.1

94

-3.2

95

-3.4

96

-3.5

97

-1.7

98*

Travel Deficit

Canadian Tourism Commission

Page 33: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

19921992

19991999

New Direct Jobs65 000

Impacts : Employment

Thousands

* Third quarterSource: Statistics Canada

92 93 94 95 96 97 98*450

475

500

525

550

524 000Employment

+ 14%

459 000

Canadian Tourism Commission

Page 34: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

199920.1 $B

199920.1 $B

199516.2 $B

199516.2 $B

19992.5%19992.5%

19952.3%19952.3%

Tourism GDP ( $B )

Tourism GDP Ratio

Tourism GDP

Impacts : TGDP Growth

Canadian Tourism Commission

Page 35: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

• 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

Research and Development

International Vision - Future challenges

Canadian Tourism Commission

Page 36: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

• `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

Who knows? … Who cares?

Canadian Tourism Commission

Page 37: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Canada1994

• Sweden 1996

• Norway 1997

• Poland 1997

• Singapore 1997

• USA 1998

• Mexico 1998

• New Zealand 1998

• Australia2000

• Spain In progress

• Thailand In progress

Who knows, who cares: Follow the leader

Canadian Tourism Commission

Page 38: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

Canadian Tourism Commission

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

Conclusions

Page 39: World Trade Organization, Geneva, Feb. 232-24, 2001 Sectoral Economic Linkages and the Tourism Satellite Account: The Canadian Experience Presented by:

WEB: canadatourism.com

CTX: http://www.ctc-ctx.com

E-Mail: [email protected]

Thank you for your attention

Canadian Tourism Commission