Courtice, ON (September 03, 2025) – Tourism across the regions of York, Durham, and Headwaters (collectively known as Central Counties) reached new heights in 2024, with visitors spending a record-breaking $3.5 billion. That spending generated $5.5 billion in economic activity, supported 28,400 jobs, and generated $130 million in municipal tax revenue, the equivalent of $190 in offset taxes per household.
These findings come from the newly released Central Counties Visitor Economy 2024 Report, prepared in partnership with Rove, a leading tourism data and analytics firm specializing in economic impact modeling for destinations. The report offers the most in-depth look yet at the size and scope of the region’s visitor economy. In this report, a ‘tourist’ is defined as someone who travels 40km or more for leisure and does not live, work, or study in the community they’re visiting, as per the Ministry of Tourism, Culture and Gaming’s criteria.
“These numbers clearly show that tourism is not just a visitor activity, it’s a key economic driver for our region,” said Chuck Thibeault, Executive Director at Central Counties Tourism. “Visitor spending directly supports local jobs, drives revenue for small businesses, and contributes millions in tax dollars that help fund essential services. This report reinforces just how important the visitor economy is to the overall strength and stability of York, Durham, and Headwaters.”
While Ontario residents accounted for the largest share of visitors, with 60% of the total spend, Toronto alone contributed $1.3 billion in visitor dollars, driven largely by its proximity and volume of day trips. However, the strongest growth came from outside the province, with U.S. visitor spending increasing by 26% and overseas visitor spending rising by 21%. China led all overseas markets, followed by the United Kingdom, South Korea, and Hong Kong.
“The growth in international markets is particularly exciting, as these visitors often stay longer and spend more per trip,” added Tom Guerquin, Research Manager at Central Counties Tourism. “It shows the growing appeal of our region on a global scale.”
Tourism in Central Counties is more than a seasonal boost. Monthly data shows a consistent spread of spending throughout the year, with a peak of $403 million in August. The report also highlights that Central Counties has outpaced the provincial average for tourism growth, capturing a larger share of Ontario’s overall visitor economy.
To view the full report, visit the Central Counties Tourism website.
-30-
About Central Counties Tourism
Central Counties Tourism (CCT) was established as a regional tourism organization in 2010 under the framework developed by the Ontario Ministry of Tourism, Culture and Sport. Its mandate is to help stakeholders build their capacity which, in turn, grows visitation and vibrant communities throughout the York, Durham, and Headwaters regions. CCT is funded by the Ontario Government and managed as a not-for-profit organization by a voluntary tourism industry board. CCT’s mission is to develop, support and promote tourism within the region.
Media Contact:
Chuck Thibeault
Executive Director,
Central Counties Tourism
cthibeault@centralcounties.ca
