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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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Presentation Transcript
slide1

Integrating Rural Tourism Plans

with the

Provincial Tourism Focus

Tourism and Parks

slide2

A Tourism Presentation

  • The Tourism Environment

2. Consumer Trends and Opportunities

3. Links to Rural Tourism Plans

4. Priorities that Build Growth

5. Considerations

slide3

Setting the Stage

Environmental Scan

  • Rapidly-changing tourism sector
  • Increasing competition
  • Increased accessibility
  • Increased marketing investment
  • Slowing economic growth
  • Rapidly-changing technology
slide4

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
slide5

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
slide6

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)
slide7

Priorities that Build Growth

  • Research
  • Product Market Match
  • Innovative and Strategic Marketing
  • Technology
  • Strategic Partnerships
slide8

Priorities that Build Growth

#1.Be Research and Market Driven

  • Knowing and understanding our changing customer
  • Research-based decisions
slide9

Research Driven Approach

How we understand our customers:

  • Canadian Travel Survey
  • International Travel Survey
  • TAMS Study
  • Conversion Studies
  • Profile Surveys
slide10

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
slide11

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
slide12

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
slide13

Priorities that Build Growth

#2. Product to Market Match

slide14

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

slide15

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

slide16

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
slide17

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
slide18

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
slide19

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
slide20

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

slide21

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

slide22

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
slide23

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
slide24

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
slide25

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.