Department of Tourism and Parks. Department of Tourism and Parks Product Development Plan 2010-2012. 2009-2012 Product Development Direction. Creating and Navigating Change. 2009-2012 Product and Marketing Direction Draft Document: Revised April 30, 2009.
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Tourism and Parks
Department of Tourism and Parks
Product Development Plan
2009-2012 Product Development Direction
2009-2012 Product and Marketing Direction
Draft Document: Revised April 30, 2009
11Table of Contents
As with many Canadian travel destinations, tourism in New Brunswick is at a crossroads. Faced with static or declining visitation and tourism revenues, a fresh and innovative strategic direction is required to restore the industry to a growth mode. Central to this rejuvenation is a new approach to product development in New Brunswick.
In the fall of 2008, the Department of Tourism and Parks initiated a comprehensive product renewal process. The starting point for this process was the development of a new product development direction. This direction was developed using a foundation of primary and secondary research and was conceived in consultation with the New Brunswick tourism industry and experts in the field of product/experiential tourism development.
This document outlines the new product direction.
Provincial Tourism Strategy
Research and Analysis
Product Development Plan
Overview of industry conditions and visitor demands
New strategic direction to guide product development to 2012.
Developing tourism experiences that are based on personal enrichment and well-being and
the new experience-driven concept, INNER JOURNEYS.
Key execution strategies to deliver on the experiential enhancement concept – Inner Journeys.
Experiential enhancement that is based on personal enrichment and well-being
Experiential Building Blocks
Formula for experiences that are authentic, original, accessible,
Themed experiences: Challenge, Cultures & Customs, Comfort & Contemplation,
Child’s Play, Call of
the WildInner Journeys
The Inner Journeys product direction aspires to transform New Brunswick into a destination providing meaningful travel experiences. At the end of a New Brunswick vacation visitors should take away a sense of personal enrichment and well-being.
Essential to ensuring that the Inner Journeys strategic concept is delivered are three execution models built to:
establish clear building blocks for developing personal enrichment experiences;
enhance the product offering through an experiential collection that provides unique and compelling product selection for the visitor;
ensure involvement and inclusion of private sector partners to assist in creating Inner Journeys.
Involvement and Inclusion
Guidelines and criteria for effective development
Representations of real life and culture in NB
Delivered by engaging experts
Establish connections with the visitor
Interactive and hands-onExperiential Building Blocks
Several things make the personal enrichment concept believable: it is authentic, original, accessible, immediate and tangible. However, to be successful it must be based on the established building blocks.
Experiences that are unique to NB
Taste, feel, touch factors that engage the visitor
Focuses primarily on safe adventures and the physical and/or creative involvement of visitors.
Cultures & Customs
Focuses on interactive involvement and exposure to history, heritage, music, story-telling and traditions.
Comfort and Contemplation
Focuses on personal enrichment through specialized accommodations and educational exposure to nature’s wonders.The Experience Collection
Focuses on food service operations offering interactive experiences and/or menus with an emphasis on New Brunswick products.
Using qualitative focus group findings and expert advice in product development as a guide, an Experience Collection of themed categories has been created. These sub-categories of the Inner Journeys concept will assist in revitalizing existing and identifying new travel opportunities in New Brunswick.
Focuses on celebration through events, festivals or activities that exemplify the joyfulness of being in New Brunswick.
Focuses primarily on fun experiences for children, for adults or for both.
Focuses primarily on providing guided opportunities for consumers to safely view and photograph New Brunswick wildlife.
Call of the Wild
Market Readiness Criteria for all Tourism products (including Inner Journeys):
In operation for a minimum of one year
A website with up to date visitor information
Appropriate public access to the site
Directional signage to and around the site
All applicable licenses, insurance, codes of practice and required regulations
Participating accommodations must be New Brunswick Approved
Where reservations are required, due to group size limitations, the organization must have a reservation system with staff trained on the Inner Journeys product. On- line reservation system desirable, or 24 hours response (telephone, email, fax or web).
Amenities and services must be on site or in proximity
Public washroom facilities must be available
Liability insurance (minimum of $1 m)
Liability waiver forms, where appropriate, are in place
On site first aid certified personnel where applicable to the experience
Currency exchange rates, consistent with the market, are offered
Participation (as requested) in provincial familiarization tours
Must meet marketing deadlines for inclusion in targeted provincial print or on-line promotions
Additional Criteria - Inner Journeys: