May 21, 2015
Discover Saint John has released its 2013 Key Performance Indicators and a summary of the Tourism Industry Performance Report. The report, commissioned by MacKellar Cunningham & Associates Ltd. provides an overview of the performance of Saint John and an analysis of the regions performance against its competitive set.
According to the report, Saint John performed exceptionally well relative to the Maritimes and reached an all-time high for tourism expenditures by visitors in the region. Tourism is estimated in 2013 to have generated $228.5 million in direct spending from visitors to the region representing a 2.2% growth over 2012.
Ross Jefferson, Executive Director for Discover Saint John says, “We are pleased to see positive growth for Saint John, particularly in the context of a weak market environment in the Maritimes Region”. Jefferson also says, “Although we are pleased with the results from this report, we also believe we have much further to go and we believe our region’s full potential is not yet realized as envisioned in the Region’s True Growth Strategy”
The True Growth Strategy has established three key priorities for the sector including: 1) The need for a funding mechanism and structure for supporting festivals and major events in Saint John, 2) The development of a capital investment plan and commitment towards the maintenance and further development for the region’s main attractions and demand generators, and 3) The need for incremental investment in marketing in the promotion of the Bay of Fundy with the surrounding regions and province.
Allison Fraser, Chair of Discover Saint John points to the economic contribution tourism makes to the Saint John economy. “Each year, Saint John welcomes approximately 1.6 million visitors and collectively they spend up to just short of ¼ billion dollars annually. This is new money for our region and it helps employ people not only in the accommodations sector but also in the food and beverage, retail, and transportation sectors”. As one of the region’s top employment sectors, tourism is now outpacing fishing, mining and agriculture combined for employment in New Brunswick and according to the 2006 Census Data approximately 10% of the labour force within the Fundy Region is directly employed in the tourism sector.
The Tourism Industry Performance Report highlights an exceptional main season growth in room sales however it also recognizes the temporary decline in cruise visitation in 2013 and remaining challenges for the off-season visitation.
Highlights from the Report:
In the Maritimes room sales fell by 1.4 percent with declines occurring in both main and off-season. This dropped total sales 7.1 percent below their pre-recession 2008 level. Visitation declined from both US and offshore markets. US entries were down by 3.6 percent, offshore entries declined by 7.6 percent.
About Discover Saint John:
Discover Saint John is a not-for-profit public-private corporation with the mandate for tourism promotion for the Saint John Region. The key tourism objectives are influence variables leading to:
In addition to Destination Marketing, Saint John Destination Marketing Inc. provides staff and management directly for the 5 visitor information centres in Saint John.
Saint John Destination Marketing Inc. is governed by an 11 member board of directors with 5 appointees from the City of Saint John, 2 members of the Hotel Association, and 4 members appointed as industry representatives.
Funding for Discover Saint John comes from a partnership with the Saint John Hotel Association, the City of Saint John, and a membership base of approximately 270 members in the areas of accommodation, food and beverage, retail, and tourism operators.
Executive Director, Discover Saint John
Phone: (506) 658-2990
Manager of Marketing & Communications, Discover Saint John
Phone: (506) 635-3471