Chamber of Commerce - Feb 23, 2012

Tourism Partnership of Niagara

Transcript

1. The Tourism Partnership of Niagara block The Tourism Partnership of Niagara CEO, THE TOURISM PARTNERSHIP OF NIAGARA Robin Garrett Building a Tourism Powerhouse Niagara Falls Chamber of Commerce February 23, 2012
2. The Tourism Partnership of Niagara Why is Tourism Important?  One of the fastest growing economic sectors in the world  Employs people in every community  Builds a better quality of life for everyone in Niagara  Niagara’s tourism industry represents  $1.5 billion in receipts (10% of provincial tourism receipts)  10 million visitors (42% are international visitors) 2
3. The Tourism Partnership of Niagara How we compare Niagara Toronto Ottawa Visitors 10 million 18 million 6 million International visitors 4.1 million 42% 3.7 million 20% 767k 12% 3 Source: 2009 Statistics Canada’s Travel Survey of Residents of Canada and the International Travel Survey  Niagara attracts the most international visitors of any region in the province  International visitors = new dollars into the economy
4. The Tourism Partnership of Niagara Tourism in Niagara  A top economic driver unlike other regions in the province  As a result, every investment in tourism generates a significant impact on the local economy  Tourism investments result in an immediate and multiple ROI  Tourism has the ability to get the masses back to work without a significant investment in training programs 4
5. The Tourism Partnership of Niagara We Have What it Takes  World wide recognition  Wealth of tourism products and experiences  Geographically convenient to large population  UNESCO biosphere … a natural wonder 5
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7. The Tourism Partnership of Niagara Ontario Ministry of Tourism Mandated Strategic Priorities  Working together … coordinating our efforts to maximize our resources  Setting standards … improving service quality and workforce training  Investing wisely … attracting investment, helping operators get access to capital, improving transportation infrastructure, investing in attractions, parks, trails and festivals & events  Reaching out … marketing strategically to target consumers, focusing on unique products, improving way-finding, increasing e-marketing and online booking 7
8. The Tourism Partnership of Niagara Our Corporate Strategy Vision Become the #1 international tourism destination in North America by creating a Niagara discovery experience that is so naturally awe-inspiring, so vibrant, and so much fun that visitors can’t wait to be a part of it. Mission Enhance and grow a highly competitive tourism region through visitor-centric strategies. Build a strong relevant brand that maintains Niagara’s reputation as a world renowned destination for leisure and MC&IT travel. Mandate Provide leadership and coordination to attract more visitors, generate more economic activity and create more jobs across the Niagara region. 8
9. The Tourism Partnership of Niagara brand Implement targeted development programs excellence When We Will Get There Develop our strategy & brand Develop a web portal Identify blockbuster event(s) Secure funding Get organized Launch the brand Develop packages & common offers Support blockbuster events Launch product development programs Implement workforce training program Build reputation Leverage consumer database Leverage product development programs Leverage workforce training Leverage organizational excellence ANNUALLY INCREASE TOURISM RECEIPTS 2011/12 2012/13 2013/14 9
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11. The Tourism Partnership of Niagara Brand Strategy Domestic International Product knowledge & visitor engagement Visitors are more familiar with the variety of our products. They look to us as a regular destination for quick, restorative getaways. Visitors to North America make it a point to see the wonder and beauty of Niagara Falls, without understanding that the Falls are just one part of what makes this region so special. Positioning “Let’s get away” “The Falls will amaze you. Our other wonders will too.” 11 Niagara Canada. A place of wonders … big and small.
12. Our logo 12 visitniagaracanada.com
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14. The Tourism Partnership of Niagara Travel Purchase Cycle 14 The Tourism Partnership of Niagara
15. The Tourism Partnership of Niagara Our Role  Develop the regional tourism strategy  Reach where others can’t reach  Build awareness  Broadcast media  Magazine lure  Out of home & transit  Create packages and itineraries for target consumers  Website  Email  Create common offers  Advertising  Website  Attract blockbuster events 15
16. The Tourism Partnership of Niagara Target Markets  Core: GTA & NY state  Empty nesters 45-64 yrs of age  GenXers & Boomer couples with and without kids 35-54 yrs of age  Travel agents, meeting & event planners, tour operators  Investment: International markets in partnership with Canadian Tourism Commission, Ontario Tourism, and Tourism Toronto  Key markets ie. UK, Germany and/or emerging markets such as China and India  Air Canada feeder markets in Canada and the US  Montreal and Ottawa 16
17. The Tourism Partnership of Niagara The Tourism Partnership of Niagara Jan 16th – Eblast – 23k mailed Results: Open rate 28.9% (average 26.3%) Click-thru rate 21.6% (average 16%) 56.2% responded to couples 16.5% responded to families
18. The Tourism Partnership of Niagara The Tourism Partnership of Niagara Feb 3rd – EBlast Results: Open rate 30.2% (average 26.3%) Click-thru rate 29.9% (average 16%) 47.8% responded to contest 22.1% responded to couples & events
19. The Tourism Partnership of Niagara Metro commuter paper – Feb 8th 19
20. The Tourism Partnership of Niagara Metro commuter paper – Feb 15th 20
21. The Tourism Partnership of Niagara Metro commuter paper – Feb 29th 21
22. The Tourism Partnership of Niagara eBlast – Mar 3rd 22
23. The Tourism Partnership of Niagara French ad in Destination Ontario
24. The Tourism Partnership of Niagara Breakfast Television Live: Feb 14th TV 4.6M GTA viewers
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26. The Tourism Partnership of Niagara Product Development  Focus on region-wide “signature experiences” that motivate travel, build the brand and leave a legacy:  Wineries  Culinary  Cycling  Gardens  Blockbuster events 26
27. The Tourism Partnership of Niagara Blockbuster event criteria  National or international reputation that attracts significant media exposure and prominence to draw tourists to Niagara  Over $1M operating budget  Region-wide benefit  Reaches target segments and markets  Builds the brand and leaves a legacy 27
28. The Tourism Partnership of Niagara Red Bull Crashed Ice 28 E 2011 nd TV) CANADIAN OUTCOMES 1,184 pieces of coverage Number of Media Impressions 86,627, 843 50,000 Visitors, $6.4M spending, 475M media impressions in 30 countries
29. The Tourism Partnership of Niagara Red Bull Crashed Ice Event  November 29 – December 1, 2012  “Ice cross downhill” high-octane sporting event (580 meter refrigerated track that weaves its way across and down Murray Hill and ending at Queen Victoria Park)  Part of a series that is also held in the Netherlands, Sweden, Minnesota and Quebec City  Estimated 50,000 visitors  $6.4 million in visitor spending  475 million media impressions across 30 countries  Broad appeal to Canadians (especially Quebecers), Americans and Europeans 29
30. The Tourism Partnership of Niagara 30 P MS 431 / C MYK (11/1/0/64) / RG B (106/115/123) P MS 186 / C MYK (0/100/81/4) / RG B (227/25/55) GranFondo Whistler … imagine Niagara Falls as the backdrop
31. The Tourism Partnership of Niagara GranFondo Event  September 2013  A long distance cycling event that welcomes professional, amateur, and recreational cyclists  5,000 riders  Attracts affluent consumers from our target markets in North America  Promotes our image as a cycling destination  Region-wide course  PR magnet for sports and mass media  Whistler economic impact $2.8M with 10,000 riders 31
32. The Tourism Partnership of Niagara WORLD GARDEN EVENT
33. The Tourism Partnership of Niagara The World Garden Event  2017 – A 150-day garden event celebrating Canada’s 150th birthday  Region-wide expo running from May to October featuring gardens, gardening, culinary, wine, music, culture and the arts  2.3 million visitors  $240 million in visitor spending  World comes to compete (international exhibitors)  Broad appeal to Ontario, Canada, US, and target overseas markets  Permanent enhancements to the host sites, including Niagara Parks Commission  Rejuvenated parks and green spaces across the region  New and enhanced pathways and bikeways  Growth for the region’s horticultural industries 33
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36. The Tourism Partnership of Niagara Workforce Training  Develop a web-based training program that helps build service pride and love for the destination  By the end of the web-based learning users will be able to:  Create a testimonial as to why they are passionate about the Niagara region  Create a list of “personal favourites” to provide guests  Describe where to access resources and information to assist guests  Identify opportunities to move the guest experience from ordinary to extraordinary  Recommend activities, destinations, attractions, etc. to provide an extraordinary guest experience 36
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38. The Tourism Partnership of Niagara Budget Allocation 2012/13 $3.5M 61% 20% 2% 1% 16% Marketing Programs Research Communications Administration 38
39. The Tourism Partnership of Niagara We Need Your Help! 39
40. The Tourism Partnership of Niagara What the Chamber of Commerce can do  Advocate for our fair share of provincial funding  Niagara is Ontario’s most famous tourism region with the ability to attract the most international visitors of any region in the province  Niagara should be at the center of the province’s tourism strategy  A healthy Niagara region will benefit the entire province 40
41. The Tourism Partnership of Niagara What tourism partners can do  Content to feature in our advertising  Signature experiences to meet customers’ interests  Packages and special offers  Media stories  Shadow pages on websites to leverage our advertising  Align and coordinate marketing efforts 41
42. The Tourism Partnership of Niagara What governments can do  Attract investors … so we can develop the destination e.g. attractions, accommodations, cycling trails and gardens  Invest in transportation … that makes it easy for consumers to get around e.g. Go train service, regional transportation, great highways, way-finding  Create a sense of arrival … beautification, greenery, welcome signage, information services  Workforce training … build service pride and love for the destination 42
43. The Tourism Partnership of Niagara What everyone can do!  Become an ambassador  Brag about all the wonderful experiences Niagara has to offer  Check out our website and become familiar with Niagara experiences  Take our web-based training program and share love for the destination 43
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45. The Tourism Partnership of Niagara Contact information  Consumer website: visitniagaracanada.com  Industry website: NiagarasRTO.com  Email: Robin.Garrett@NiagarasRTO.com  Twitter: @TPNCEO  Phone: 905-328-1771  Address: 5881 Dunn Street, Niagara Falls  Sign-up to receive our e-news at NiagarasRTO.com  March 22nd Stakeholder meeting … unveiling spring/summer marketing plans 45