Big News. Big Plans. Big Year!

Transcript

1. The  Tourism  Partnership  of  Niagara   1 Big News. Big Plans. Big Year! Robin Garrett CHIEF EXECUTIVE OFFICER
2. The  Tourism  Partnership  of  Niagara   2 We’re listening to what stakeholders have to say …
3. Main Take-Aways §  Overall, results are quite positive, especially given that TPN is a new organization. §  Main strengths – staff and support of events attracting significant media attention and motivating overnight travel. §  More moderate ratings in most other areas, but can be traced to lack of familiarity with mandate. §  Partners lack of familiarity with TPN leading to perceptions out of sync with reality. §  Improving communications will lead to greater familiarity and improvements to overall performance. Tourism Partnership of Niagara
4. Ranking – Most Valued TPN Support Q4.  Thinking  about  all  of  the  ways  that  TPN  can  support  your  marke<ng  efforts  or  those  of  the  tourism  industry,  how  much   of  a  priority  do  you  think  TPN  should  place  on  the  following?  Base:  all  respondents  n=79     33% 38% 42% 44% 10% 17% 17% 19% 6% 5% 9% 5% 1% 3% 1% 1% Building a strong Niagara Canada travel destination brand Marketing Niagara Canada through advertising (e.g. television ads, print ads, magazine, billboards) Working with government, industry and community groups to attract world-class tourism opportunities (e.g., flight service to the Niagara District Airport, Flora Niagara 2017 – an International Horticultural Exhibition) Supporting events that attract significant media attention and motivate overnight travel (e.g., Red Bull Crushed Ice, Jay Cochrane Skywalk, Welland Flatwater Sports Festival) Top priority High priority Moderate priority Low priority Don't know 82%   76%   74%   74%  
5. Ranking – TPN Support 5 41% 49% 37% 47% 25% 30% 19% 15% 33% 27% 44% 46% 17% 13% 11% 10% 20% 18% 1% 1% 1% 3% 4% 3% Working with industry partners to develop packages (e.g. wine, culinary, cycling, golf and garden experiences) Providing an engaging, dynamic, content-rich consumer website www.visitniagaracanada.com Public Relations Events (e.g., Hosting Breakfast Television, Canada AM) Providing information to partners through the website www.niagarasrto.com Implement web-based learning program to improve the Region’s labour force through building service pride and helping them to anticipate guest needs Providing advertising opportunities in its travel magazine Top priority High priority Moderate priority Low priority Don't know Q4.  Thinking  about  all  of  the  ways  that  TPN  can  support  your  marke<ng  efforts  or  those  of  the  tourism  industry,  how  much   of  a  priority  do  you  think  TPN  should  place  on  the  following?  Base:  all  respondents  n=79     64%   71%   55%   61%  
6. The  Tourism  Partnership  of  Niagara   Priorities to improve overall performance of TPN §  Considering the correlation between what’s important to stakeholders and our performance to date … our priorities are: §  Communicating our mandate §  Building a strong Niagara Canada brand §  Working with industry partners to develop packages §  Providing information to partners through our industry website (NiagarasRTO.com) 6
7. The  Tourism  Partnership  of  Niagara   Our Mandate §  TPN’s mandate is to provide leadership and coordination to: §  Attract more visitors §  Generate more economic activity §  Create more jobs across the Niagara region 7
8. The  Tourism  Partnership  of  Niagara   Our Leadership Role §  TPN achieves its mandate through partnerships … reaching where others can’t reach and leveraging partner investments by: §  Leading brand marketing: TV, print, magazine, PR §  Creating packages and itineraries for target consumers: website, seamless reservation system, email §  Creating common offers: advertising and website §  Attracting blockbuster events 8
9. The  Tourism  Partnership  of  Niagara   In our first year … §  538,000 visits to visitniagaracanada.com §  190,000 leads generated to partners §  30,000 consumers in our database §  12,000 Facebook likes 9
10. The  Tourism  Partnership  of  Niagara   10 Big News
11. The  Tourism  Partnership  of  Niagara   Building the Niagara Brand §  Stunning new footage §  TV ads §  2 minute lure video -  VisitNiagaraCanada YouTube channel -  OTICs -  Fams -  Invite partners to play on screens everywhere! §  Niagara Travel magazine §  Refresh content on visitniagaracanada.com 11
12. The  Tourism  Partnership  of  Niagara   1 2 Selling Packages §  Continue to maximize the effectiveness of our web portal and add a seamless reservation system to deliver incremental sales §  A hybrid solution that can book for regions that do not have a booking capacity AND facilitate a transaction through DMOs that already have a booking engine Change  picture  to  one  that   shows  packages  
13. The  Tourism  Partnership  of  Niagara   Insert slides from Loud + Clear §  Take them on a tour of packages §  Let me show you how this will come to life §  Next step is to work with the DMOs to find a win/win solution to integrate with existing booking systems 13
14. The  Tourism  Partnership  of  Niagara   14 Big Plans
15. The  Tourism  Partnership  of  Niagara   1 5 Easy Access “Transporta)on  is  an  issue  that  must  be  improved  and   overcome.”        -­‐  Peter  Yesowich,  TPN’s  Strategic  Tourism  Development  Plan,  2011     §  Great  experiences  (and   packages)include  making  it  easy  for   visitors  to  get  here     §  TPN  partnered  with  the  regional   government  to  explore  the   feasibility  of  air  flights  to  the   Niagara  District  Airport    
16. The  Tourism  Partnership  of  Niagara   Air Flight Feasibility – Study Objectives 1.  Evaluate the demand for flight service in the context of other modes of transportation such as rail, bus and auto. Take into account the possibility of improvements to these other modes of transportation e.g. year-round GO Train service. Determine the possible impact and effect on these ground transportation services if flight service is offered. 2.  Analyze the potential for flight use from airports within an 800 km radius. Initial target markets include Ottawa, Montreal and New York and this could include connections through the Billy Bishop airport in Toronto. 3.  Evaluate the tourism industry’s capacity to support flight service including visitor services such as ground transportation; compelling experiences; and marketing. 16
17. The  Tourism  Partnership  of  Niagara   17 Big Year!
18. The  Tourism  Partnership  of  Niagara   Show lure 18