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Integrating Rural Tourism Plans with the Provincial Tourism Focus

Integrating Rural Tourism Plans with the Provincial Tourism Focus . A Tourism Presentation. The Tourism Environment 2. Consumer Trends and Opportunities 3. Links to Rural Tourism Plans 4. Priorities that Build Growth 5. Considerations. Setting the Stage. Environmental Scan

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Integrating Rural Tourism Plans with the Provincial Tourism Focus

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  1. Integrating Rural Tourism Plans with the Provincial Tourism Focus Tourism and Parks

  2. A Tourism Presentation • The Tourism Environment 2. Consumer Trends and Opportunities 3. Links to Rural Tourism Plans 4. Priorities that Build Growth 5. Considerations

  3. Setting the Stage Environmental Scan • Rapidly-changing tourism sector • Increasing competition • Increased accessibility • Increased marketing investment • Slowing economic growth • Rapidly-changing technology

  4. Setting the Stage Today Europe • Slowdown after 9-11 • Expected to rebound U.S. • Stay close to home in 2002; travel by car Canada • Domestic leisure travel to lead the recovery • Destination of choice for Canadians • Travel by car

  5. Setting the Stage Consumer Trends • Shift toward experiential travel • Strong increase in auto travel • Demand for trip flexibility • Increase in family travel • Shorter stays • Demand for customer service • Increased Internet usage • Interest in rural and back-to-basics travel

  6. Setting the Stage Markets That Deliver for New Brunswick (2001) • Regional (380,000 visitors) • U.S. (347,000 visitors) • Ontario (332,000 visitors) • Québec (293,000 visitors) • Overseas (42,000 visitors)

  7. Priorities that Build Growth • Research • Product Market Match • Innovative and Strategic Marketing • Technology • Strategic Partnerships

  8. Priorities that Build Growth #1.Be Research and Market Driven • Knowing and understanding our changing customer • Research-based decisions

  9. Research Driven Approach How we understand our customers: • Canadian Travel Survey • International Travel Survey • TAMS Study • Conversion Studies • Profile Surveys

  10. Consumer Profile Survey • Department’s most recent research • Basis for future product and marketing • Methodology: • Carried out in 2001 • Collection of names & telephone numbers from visitors in the province • Quote system by market • 5000 telephone interviews after trip completion

  11. Consumer Profile Survey Key Findings: • Consumers want experiences …experiences are the leading travel motivators • Each priority market is different • Role of Web and on-line opportunities growing dramatically • 70% of consumers are flexible • 60% of our visitors are visiting the Province for the first time … 40% are repeat

  12. Priorities that Build Growth Follow the Research Formula • Carry out research • Identify gaps and opportunities • Develop EVERYTHING in keeping with research • Integrate into marketing campaigns • Validate and measure results

  13. Priorities that Build Growth #2. Product to Market Match

  14. Product Segments: • The Motivator - Captures interest and stimulates advertising response - Provides a competitive advantage and attracts visitors. - i.e. Natural Attractions, Swimming beaches, Bay of Fundy • Support Activities - Appealing things to do in a destination - Helps to close the sale. - i.e. Top Activities of Interest, Coastal viewing sites, Historic Attractions, Festivals/Events, Acadian Culture • Intercept Activities - Things to see and ways to experience a destination - Designed to capture tourists already in the Province - i.e. Day Adventures, Hometown New Brunswick, Top Attractions

  15. Regional Market External Market New Brunswick Fun Awesome World-Class Exciting Active Authentic Four-season Interactive - Hands-on Value Markets Requirements Unique to the Market VARIETY OF EXPERIENCES WORLD-CLASS EXPERIENCES

  16. US Market Profile: Key Motivators: • Unique natural attractions and environments • Opportunity to tour/discover different cultures, lifestyles, out of the way places and unique scenery • Touring, Exploring, Nature • Modest Involvement • Quality • Low Risk • First Visit Key Words: • Older • Well Educated • High Income • Empty Nesters • Plan Earlier

  17. Quebec Market Profile: Key Motivators: • Warm salt water beaches and coasts • Unique Acadian environment and culture • Destination Visitors • Acadian Interest • July Concentration • Good Service • Late Planners Key Words: • Younger • Family • Saltwater Beaches • Longer Stay

  18. Ontario Market Profile: Key Motivators: • Unique natural attractions • Maritime settings and environments Key Words: • Repeat Visitors • Family • Regional Travellers • Good Distribution • Whale Watching • Flexible Trips

  19. Regional Market Profile: Key Motivators: • Specific products, locations or activities (must be different or superior) • Short distance, familiar environment Key Words: • Repeat Visitors • Strong Family • Younger • Late planning • Reservations • Short Stays • Active • Value

  20. Product Market Match Key Themes: Coastal: Natural Wonders: Cultural: Associated experiences: Lobster, Whale Watching, Other Coastal Wildlife Viewing, Lighthouses, Beaches, Coastal Islands Bay of Fundy, Dunes, Rivers & Inland Waterways, Appalachian Range New Brunswick’s Culture, Heritage, Acadian product

  21. Product Market Match Key Themes: Hometown Top Attractions Winter Great Days & Getaways Associated experiences: Existing core product; under review to determine enhanced experiential approach Existing core product; under review to determine enhanced experiential approach Existing core product; will evolve to more experiential offerings through partnerships with key players (ie National Parks) Existing core product for regional market

  22. Priorities That Build Growth #3. Innovative and Strategic Marketing Fully integrated approach Deliver to the consumer when and how they want it through: • Marketing and sales strategies • Market driven approach … unique to each market

  23. Priorities That Build Growth #4. Leading Technology • Shift from traditional methods of accessing travel information and booking travel • Improve competitiveness by taking full advantage of emerging technologies

  24. Priorities That Build Growth #5. Partnerships • Partnerships are the key; win/win • Non-competitive collaboration of government, tourism associations, tourism sectors, industry operators • Strategic alliances and partnerships to leverage funding and increase impact

  25. Considerations for Rural Tourism Plans • Participate in Community Development Programs; i.e. “Lessons Learned” • Establish a focussed and strategic tourism plan which has total Community “Buy In” • Clearly understand the Provincial marketing and product direction • Identify the market that best suits your product, experience and offers the best potential for growth • Ensure your participation in the appropriate programs/partnerships to get your offering on the right shelf.

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