Thank you. I'm also representing the Ontario Tourism Commission. Thank you for the opportunity to appear here today.
Tourism's GDP is equal to that of agriculture, forestry, fishing, and hunting in Canada. Total GDP attributable to tourism is 11.8%. From a policy perspective, it is both underappreciated and undervalued for what it contributes to the economy. Tourism represents 615,000 direct jobs and $57.5 billion in spending. Governments take one-third of all revenues, with the federal government in 2004 receiving almost 50% of the $17.5 billion the industry generated.
Tourism is a growth industry worldwide. Governments have recognized the inherent value of tourism to their respective economies, and they are investing in it. Investing in tourism provides immediate economic returns that allow the government to fund their priorities, such as health care, public safety, education, and infrastructure.
Unfortunately, Canada is losing market share in this growth market. Arrivals to Canada have dropped from twelfth place to seventh, while receipts have fallen to twelfth place from tenth worldwide. Our U.S. market, Canada's largest foreign market, is in free fall in terms of visitation. While international visits are increasing, they cannot make up this deficit, and the country's travel deficit is over $4 billion and increasing. Tourism is an economic generator, and it's time the government recognized this fact and treated it as such, both from a policy perspective and in resources.
The federal government has literally starved the Canadian Tourism Commission, the CTC. The CTC is unable to fulfill its mandate, which is the following: harness Canada's collective voice to grow export revenues, sustain a vibrant and profitable tourism industry, and market Canada as a desirable tourist destination.
The CTC's budget has gone from $98.66 million in 2001 to $75.83 million in 2007, with another $3 million cut coming. Taking into account inflation, the CTC's budget is about $50 million less than when it was established in 1995.
Cuts to the CTC translate into less tax revenue for the government. Since 2003, government cutbacks to the CTC have seen a reduction in Canada's share of the U.S. leisure travel market. If Canada had maintained the 30.5% leisure market share it had in 2002, it would have achieved the following: $3.1 billion in additional revenues, $453.2 million in additional federal tax revenues, and 6,380 jobs saved.
Canada is losing the awareness consideration battle. Canada and its partners spend less than 5% of their total advertising spending in the U.S. market. Mauritius, that little island in the Indian Ocean, has a larger share of voice in that market than does Canada.
As for competition, federal funding for competing tourism agencies is increasing. Australia has earmarked $121 million, while the U.K. contributes $118 million to its marketing agency.
What are the opportunities for Canada? Canada needs funding to become a national priority. The time is now. Canada's competitors are investing heavily in their traditional markets, and they are trying to steal away share in the new and emerging markets. Research has shown that for every $1 million invested in tourism marketing, the following benefits accrue: tourism demand goes up 20 times, 300 to 600 new jobs are created, and new tax revenues go up eight times.
The federal government needs to increase its funding to the CTC. It is good business, and the ROI, which has been shown to be immediate, will more than make up for the initial outlay. I'm not going to walk through the tables showing what $25 million, $50 million, and $75 million increases will do; it's there in front of you.
The Government of Canada is responsible for the Canada brand. Canada's image is at stake. Image and reputation are intertwined with investment and foreign policy and so on. The government can demonstrate that it understands the size and scope of the tourism industry. Continued failure to give it its due will guarantee that fewer visitors will choose Canada, more jobs will be lost, and the government will have fewer dollars to spend on priorities.
With respect to infrastructure, there has been no real improvement to Ontario border-crossing capacity in more than 70 years, resulting in increasing border-crossing delays and problems, notwithstanding that, for example, at the Windsor-Detroit crossing, car traffic is at 1972 levels and truck traffic at 1998 levels. Causes include the effects of 9/11, exchange rates, and increased security. Similar problems have occurred at the Niagara crossings, again caused primarily by the mix of cars and trucks.
This is more than a tourism issue. Manufacturers and large retailers that operate fleets of tens of thousands of trucks depend on efficient transportation systems to maintain just-in-time inventory systems, as do small businesses. For example, more than $65 million worth of goods crosses the Peace Bridge at Niagara every day. Douglas Duncan, president and CEO of FedEx Freight, predicts that by 2025 there will be twice as many cars and trucks as there are today on the road, and the U.S. Department of Transportation projects that freight tonnage will increase by 70% by 2020.
Expedited construction of new border crossings is necessary for the economic security of Canada and the United States. This can most easily be achieved by the separation of passenger and commercial traffic.
The Canadian Chamber of Commerce has estimated the existing delays at the Windsor-Detroit border are already costing the Canadian and U.S. economies $15.5 billion annually, with additional hidden costs in lost jobs and incomes.
We must also raise the issue of the proposed cancellation of the GST visitor rebate program. This proposal, if enacted, will put Canadian jobs, economic growth, and government tax revenues at risk, but also immediately increase Canada's tourism prices by 6%, a factor competitors are already raising with our customers at a time when Canada's tourism industry is already suffering from a soft market. Tourism is an export industry. Under GST regulations, export products are not subject to this tax. World-wide, every country that has a VAT system provides a visitor rebate program.
The government has mistakenly used incomplete information on which to make this proposal, saying there is only a 3% take-up rate and that it will save $78.8 million annually. This take-up rate is likely closer to 11%, which is similar to other countries' visitor rebate programs. The take-up rate for conventions and tour groups is close to 100%. These important sectors of industry will be devastated.
Thank you.