1 / 25

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

LeeJohn
Télécharger la présentation

Integrating Rural Tourism Plans with the Provincial Tourism Focus

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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.

More Related