World Road Cycling Championships, Hamilton

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  • The Road World Championships were held from October 6 – 12 , 2003 – only the second time in Canada and the 6 th time outside Europe. Media attention was significant with an estimated 267 million viewers around the world. There were over 23,800 spectators from outside the Hamilton area plus more than 900 media people and some 1,500 participants and support staff. A week-long festival complemented the championships – it included entertainment, gala dinners, an Oktoberfest, an Art and Music Festival and an Aboriginal Festival. Over 1,000 surveys were conducted to collect data to measure the economic impacts. Spectators staying overnight spent $112 per person per day; those on day trips spent $84 per person, and visited an average of 3 times during the event. The operating budget for the event (adjusted for use in the economic impact analysis) was some $8.2 million. Combined spending of the operations, visitors and capital investment totalled almost $20 million and generated total economic impact in Ontario of $48.3 million – of this, nearly $31.1 million occurred in Hamilton (including $9.4 million in wages representing nearly 410 jobs). Total taxes generated totalled more than $8.4 million, of which almost $3.8 million went to the federal government, more than $3.8 million to the Ontario government and almost $1.4 million to municipal governments including $980,000 to the City of Hamilton.


  • 1. 2003 World Road Cycling Championships, Hamilton
    • The Cycling Championships generated an estimated economic impact of $48.3 million, and made a profit!
    • It supported 410 jobs and paid salaries and wages of $9.4 million in the city.
    • The event generated $8.4 million in taxes, including almost $1 million for the City of Hamilton.
  • 2. What happens when you stop marketing? Hamilton’s Experience in the Meetings and Convention Travel Market
    • The meetings and convention market is an important generator of tourism business for Hamilton and provides significant future opportunities.
    • However, Hamilton stopped marketing to this segment in 2001 - 2002.
    • In that period, business & convention visitors dropped from 166,000 to 147,000, and spending dropped from $37.3 million to $17.3 million.
  • 3. Gros Morne Theatre Festival, Cow Head, Western Newfoundland
    • In 1995, the economy of the local area was in decline.
    • Summer tourism was identified as a way to ensure the survival of the community of Cow Head (population 500).
    • The owner of Shallow Bay Motel worked to get the theatre company from Corner Brook to start a summer theatre in the area, and provides financial support.
    • The audience has grown from 1,300 to almost 12,000 in 7 years; the Motel has added 18 units and a new hotel, 3 B&Bs and 50 campsites have been developed to accommodate the growth in tourism.
  • 4. “ Roots and Rivers” - Explore the Ottawa Valley’s Cultural Heritage
    • A series of self-guided tour itineraries along the Ottawa, Bonnechere and Madawaska River Valleys.
    • A project of The Ottawa Valley Cultural Heritage Tourism Corridor Project – over 45 private, not-for-profit and public sector partners developing market ready cultural heritage tourism products.
    • Almost 2,500 visitors enjoyed the tours in the first 6 months.
    • The initiative has generated increased attendance at cultural institutions.
    • It has fostered a wide range of alliances between partners.
  • 5. Rural Gardens of Grey & Bruce Counties
    • A network of gardens established to “share the rate and diverse garden experiences of Grey and Bruce Counties”.
    • It started with approximately10 gardens and grew to over 40 in just three years.
    • They now produce over 35,000 copies of a four colour brochure each year and have a web site.
    • The largest gardens can accommodate group tours, sell garden products or plants, have admission fees and are open for set days and hours.
    • Membership fees cover most of the costs associated with the website and brochure.
    Rural Gardens Logo
  • 6. “ Rural Ramble” – A self-guided family tour of agriculture and rural living in the Ottawa Valley
    • 2004 marks the 10 th year for the Ottawa Valley’s Rural Ramble, held on a fall weekend.
    • The tour attracts some 3,000 visitors.
    • For $10 a person (children are free), families can visit almost 30 sites including orchards, Farmers Markets, speciality stores, soap makers, farms, sugar bushes and gardens.
    • Rural Ramble is coordinated by the Ottawa Valley Tourism Association and designed to commemorate agriculture and rural living.
  • 7. Sherbrooke Village, Nova Scotia – How a special event can create demand, even in the winter!
    • Sherbrooke’s Old Fashioned Christmas event has become a resounding success in just 7 years.
    • In two weekends, the event attracted 7,000 visitors in 2003 – and this in a small village that is more than an hour from the nearest significant community and 2 ½ hours from Halifax!
    • Visitors come from across Nova Scotia and bus tours come from out-of-province. Visitors spend an estimated $100,000 in the community over the 4 days.
  • 8. The Colorado Story – What happens when you stop marketing
    • The Colorado Tourism Board had an annual budget of $13 million in 1993, from a tax on accommodations.
    • The tax was eliminated that year as a result of a referendum, and subsequently there was a cut in the Board’s budget.
    • From 1993 to 1997, Colorado’s share of domestic pleasure travel dropped 30%. This cost US$2.4 billion in lost revenue and US$134 million in lost taxes in 1997 alone.
  • 9. The New Jersey Story – How tourism marketing can have a significant ROI!
    • New Jersey’s former governor, Christie Whitman, was a big tourism supporter – but not when she first took office! She initially cancelled the State’s tourism budget altogether.
    • Then research showed that the state’s 1991 advertising program, worth $4.5 million, generated an extra $485 million in tourism spending and $61 million in State taxes, a return on investment of almost 14 times.
    • By 1999, total tourism receipts had risen to $27.7 billion. And every $1 spent on tourism advertising generated $23 in tax revenues for the state.
  • 10.
    • Saint Tite – a community of 4,200 north of Trois Rivi ères.
    • It is home to a leather manufacturing company that produces western boots.
    • As a publicity strategy in 1967, the company organized a rodeo day.
    • 2004 was the 37th Festival Western de St-Tite - a 10 day September event.
    • There were more than 400,000 visitors.
    Festival Western de St-Tite, Qu é bec
    • Visitor spending was more than $5 million.
    • Total contribution to the economy is $20 million.
    • The Festival itself has a budget of over $2.5 million!