Unleash your creativity in Ontario
A catalyst for creativity and economic resilience
The global Arts and Culture industry is a diverse sector that encompasses various markets dedicated to artistic value, cultural goods, and creative endeavours. It plays a vital role in defining identities and values while driving economic growth and development worldwide. Key segments include the art market, museums and galleries, theatre and performing arts, and cultural events.
Despite challenges like the COVID-19 pandemic, the industry has shown resilience, with the art market rebounding swiftly and embracing digitalization. Online art sales surged during lockdowns, fuelled by trends like Non-Fungible Tokens (NFTs) and crypto art. Leading auction houses like Christie’s and Sotheby’s dominate global sales.
UNESCO estimates that there are approximately 104,000 museums worldwide. Roughly 60% of these institutions are located in North America and Western Europe. Overall, the art and culture industry’s diversity, innovation, and adaptability underscore its role as a driver of creativity, economic activity, and societal enrichment on a global scale.
An historic rise of true Canadian expression
The evolution of unique Canadian traditions in art, literature, and theatre has been a gradual journey marked by shifts in perception and priority.
Historically, Canada’s elite primarily imported cultural works from Europe and America, showing little regard for homegrown talent. However, the early 20th century brought a wave of nationalism fuelled by war, prompting a newfound emphasis on building a uniquely Canadian culture. This shift led to increased recognition, respect, and support for Canadian artists, writers, and playwrights.
When tracking the creative industries in Canada they comprise of six primary sub-sectors as identified by the Trade Commissioner Service, audiovisual productions, music, written and published works, performing arts, visual and applied arts, as well as heritage and museums. Each of these sectors plays an important role in shaping Canada’s cultural landscape in fostering creativity, preserving heritage, and contributing significantly to the country’s economic growth.
Data as of the first quarter of 2023 shows that the arts, culture, and heritage sector made a significant impact on GDP, reaching CA $12.5 billion, the highest level since 2012. The number of jobs in this sector also reached a peak of 717,000 in the first quarter of 2023, representing a substantial 16% increase compared to the same period in 2012.
Notably in the calendar year of 2023, the heritage and libraries segment stood out with impressive growth of 12.4%. Additionally, live performance experienced significant growth of 8.8%, reflecting the sector’s rebound from the challenges posed by the COVID-19 pandemic.
In 2024, spending in the Arts and Culture sector is anticipated to rise. A recent national survey conducted revealed that the average planned spending on arts and cultural events per person is CA $1,377 for this year.
Host to a vibrantly thriving array of exciting events
Ontario is a hotbed for Arts and Culture in the country.
Some famous draws include renowned institutions like the Art Gallery of Ontario (AGO), Niagara Falls – a globally recognized natural wonder, drawing millions of visitors each year, the Stratford Festival, Four Seasons Centre for the Performing Arts in Toronto, venues like Massey Hall, vibrant street art in neighbourhoods like Graffiti Alley, cultural festivals such as the Toronto International Film Festival (TIFF), iconic places like Ben McNally Books, and historic sites such as Fort Henry in Kingston. Ontario has a truly dynamic and diverse Arts and Culture landscape that is captivating.
Ontario’s Arts and Culture sector contributes CA $28.2 billion of the GDP and employs 269,035 people. The province is responsible for nearly half of Canada’s culture GDP and 42% of culture jobs. Over a decade from 2010 to 2020, Ontario saw a 29% increase in the GDP of its Arts and Culture products.
The province also hosts numerous events, festivals, and institutions that attract visitors from around the world. Arts and Culture tourism is a particularly thriving sub-sector in the Ontario scene, worth CA $11.4 billion in spend, contributing CA $5.7 billion in direct value-add to Ontario. In fact, art tourists have triple the impact on the Ontario economy than non-art tourists; they represent 13% of trips but contribute 30% of spending, with an average spending of $618 per trip.
Ontario is home to a rich tapestry of talent and academia in the arts and culture sector. Institutions like the Ontario College of Art and Design University (OCAD U) in Toronto and the University of Waterloo’s Department of Fine Arts in Waterloo are popular for visual arts, design, and media studies. Additionally, McMaster University’s School of the Arts and Sheridan College’s Faculty of Animation, Arts, and Design are renowned for their programs in fine arts, animation, and design. Recently, York University’s School of the Arts, Media, Performance & Design (AMPD) was ranked #1 among Ontario universities and colleges, for offering the most culturally diverse music and dance undergraduate programs.
Academic institutions and cultural organisations in Ontario such as the Art Gallery of Ontario (AGO), the Royal Ontario Museum (ROM), come together often to foster a collaborative environment for artistic expression, learning, and exploration.
Canada’s trade agreements cover markets valued at over US $50 trillion with access to 1.7 billion consumers. Canada has free trade agreements with the largest manufacturing markets in the world: the United States (USMCA), the European Union (CETA) and Asia-Pacific (CPTPP).
Your business can have access to 187 million consumers within a day’s drive of the Greater Toronto Area. Ontario has 4 international and 300 regional airports, 250,000 km of roads and highways, a dozen border crossings and the 6th most internationally connected airport in the world.
See all of our programs and find out how TBDC can maximize the potential in your Arts and Culture business.
largest Arts and Culture sector in Canada
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in average tourist spend on Arts and Culture
museums, galleries and heritage sites
Funding, Resources and Organizations
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