Tourism Development Profile

Using the brand “Tourism Hamilton” this service provides Destination Marketing Organization (DMO) services on behalf of the City of Hamilton to increase the economic impact of tourism in the city.  

Tourism Hamilton develops and delivers dynamic, innovative and accessible events and festivals, which celebrate the richness and diversity of Hamilton, enriching the quality of life for residents and attract tourist audiences. This is achieved by working with event planners/organizations to increase event delivery capacity and provide public access to quality and safe events in Hamilton.

Tourism Hamilton supports the development of the local tourism industry by:

  • Working with partners in securing and hosting city-wide meetings, conventions, sports tourism and major events.
  • Monitoring destination performance and ensure that the benefits of tourism are understood by the community.
  • Assisting with the development of quality tourism products and visitor experiences.
  • Enhancing the readiness of Hamilton as an attractive destination for business, sport and leisure tourism.
  • Increasing the economic impact of tourism in Hamilton.
  • Promoting Hamilton as an attractive destination for leisure tourism.
  • Stimulating and facilitating the development of Hamilton as an overnight leisure destination and promote it to target markets.
  • Encouraging visitors to maximize their experience and spending in Hamilton.

Service Details

Related Subservices

  • Meetings and Conventions
  • Sport Tourism
  • Major Events
  • Visitor Services and Visitor Centre
  • Tourism Marketing

Type of Service

  • Public facing

Rationale

  • Discretionary Municipal Service

The City of Hamilton has assumed the role of Destination Marketing Organization for the city as Tourism Hamilton.

Primary Funding Sources

  • Grants/Subsidies
  • Net Levy
  • Sponsorship/Third Party Contributions– Visitor Centre (Vanier House)
  • Other-Funding partners in bids
  • User Fees

Service Level

  • At standard

Service Level Source

  • Council approved policy or service standard
  • Funding agreement/grant covenant
  • Past practice

 

Performance Measures

2017


How much did you do? (volume)

  • Visitor Services
    Total number of visitors serviced (walk-ins, phone calls, and emails):  2,192
    (Note: 2017 was Canada 150 - high volume of information requests)
  • Meetings and Conventions / Sports Events Directly Serviced
    • Events Held - Meetings and Conventions: 60
    • Events Held - Meetings and Conventions and Sport: 177
    • Total Projected Number of Attendees: 65,826
    • Confirmed number of Hotel Stays (Room Nights): 21,300

How well did you do it? (quality)

  • Tradeshows target met at 90% or above: 100%
  • Sales missions target met at 90% or above: 100%
  • Familiarization tours target met at 90% or above: 100%
  • Sales Calls target met at 90% or above: 333%
  • Bids submission target met at 90% or above: 160%

Is anyone better off? (impact)

Tourism directly contributes to the economic diversity and prosperity of the City of Hamilton.

Hotel occupancy rates have been rising since 2014.

  • 2017 Hotel Occupancy Rate: 65%
  • 2016 Hotel Occupancy Rate 67%
  • 2015 Hotel Occupancy Rate 61.3%
  • 2014 Hotel Occupancy Rate 61.2%

Hotel REV/PAR

  • 2017 - $88.09
  • 2016 - $87.05
  • 2015 - $87.05
  • 2014 - $88.09

How much did you do? (volume)

  • Visitor Services
    Total number of visitors serviced (walk-ins, phone calls and emails): 4,616
  • Meetings and Conventions / Sports Events Directly Serviced
    • Events Held - Meetings and Conventions: 61
    • Events Held - Sport: 89
    • Total Events Held - Meetings and Conventions and Sport: 150
    • Total Projected Number of Attendees: 65,826
    • Estimated Number of Hotel Stays (Room nights): 31,259

Is anyone better off? (impact)

Tourism directly contributes to the economic diversity and prosperity of the City of Hamilton. Hotel occupancy rates have been rising since 2014.

  • 2016 Hotel Occupancy Rate 67%
  • 2015 Hotel Occupancy Rate 61.3%
  • 2014 Hotel Occupancy Rate 61.2%

Economic Prosperity & Growth and Culture and Diversity Strategic Priorities