Niagara Today Magazine, Jan/Feb 2010
Of course we all know that the military-industrial complex is a big part of the US economy while it’s quite a small part of ours, but the economic impact of War can last for years, decades and even centuries. Specifically, the Bicentennial of the War of 1812 holds the potential to create a major economic stimulus for the Niagara Region.
If you’re like me, you might find history a bit dull, but there are 2.9 million Americans in the near border States and 0.75 of a million Ontarians that would beg to differ. These folks are “Core History Travelers” defined as those who took an overnight, out-of-town trip in the past two years MAINLY to visit a historical site or engage in a historical activity. Core history travelers account for 10% of the population over 18 years old. On top of this 25% of the 18+ population are classed as “other History Travelers”.
Apart from their elevated interest in history, these travelers spend the same way everyone else does. They need hotel rooms, they like to go shopping and of course they dine out. They do have higher interest levels in visiting natural wonders, museums and farmers markets. All things that Niagara has in abundance. History travelers skew a little older than average, have slightly more money to spend and are more likely to have university degrees. According to TNS Canadian Facts, the potential is staggering and the potential economic benefits are extraordinary.
Niagara is perfectly positioned to exploit this opportunity. We already lots of guided historic tours and more War of 1812 sites than any other area. We have great local ambiance, quality accommodations and a tradition of hospitality.
On both sides of the border, basic awareness of the War of 1812 is well established. So, the premise for widespread interest in the bicentennial commemoration makes sense. But it is important to remember that perceptions and misperceptions about the War can vary considerably. Do you remember what you learned in grade school? In fact, one contentious point may very well be the War’s ultimate victor. Was it Canada or the States?
So remind yourself who won the war but make sure your sensitive to the American’s view and if you run a business, look for opportunities to promote yourself along with history. Visit www.discover1812.com
Source: Niagara Today Magazine