Culinary Tourism in the Niagara Region

Presentation by OCTA to Tourism Partnership of Niagara Stakeholder Meeting. May 1, 2012.

Transcript

1. CULINARY TOURISM IN THE NIAGARA REGION A recipe for success
5. 30,900,000 meals
6. Any tourism experience in which one learns about, appreciates, and/or consumes food and drink that reflects the local, regional or national cuisine, heritage, culture, tradition or culinary techniques. CULINARY TOURISM: A DEFINITION 06
7. 07 …are vital components of the tourism experience, and are increasingly being seen as prime travel motivators in their own right. FOOD AND WINE…
8. SHOW ME THE MONEY
9. 09 (71% of all American travelers) participated in at least one culinary activity while on an out of town trip. Pursuing such an activity was one of the most important travel activities they sought. The Travel Activities and Motivation Survey (TAM) conducted by the Ontario Ministry of Tourism 125.7 MILLION AMERICANS
10. NOW #1 REVENUE GENERATOR
11. 11 • Eating local food has a 3:1 impact on local economy (Local Food Plus) •  Consuming Ontario wines has a 12:1 impact (Wine Council of Ontario) •  Average Culinary Tourist spends double that of a generic tourist •  40% more on accommodations (Ryerson University Study) CULINARY TOURISM: ECONOMIC IMACT
12. • Food and beverage as a category ranks first and foremost in visitor spending - even more than lodging •  Wine tourism expected to grow by 20% in Canadian market and 28% in US market by 2025 Niagara Tourism Research, Travel Intentions Study Wave 11 (feb 09) •  40% revenue growth in Ontario VQA wine industry Study of the Ontario Economic Impact of Ontario VQA Wines, Nov 2011 12 CULINARY TOURISM: ECONOMIC IMACT
13. Who are they? 13 CULINARY TOURISTS:
14. 10% plan trips based on food experience 80% include food experiences in travel and planning, and it’s of growing importance 10% make unplanned stops to eat 14 CULINARY TOURISTS:
15. MORE AFFLUENT HOUSEHOLD INCOME PARTICIPANTS IN ANY CULINARY ACTIVITY % PARTICIPANTS IN NO CULINARY ACTIVITY % <$20,000 3.7 7.8 $20,000 - $39,900 9.0 16.4 $40,000 - $59,900 13.6 16.5 $60,000 - $79,900 14.9 14.1 $80,000 - $99,900 12.3 12.0 ≥ $100,000 35.1 17.6 Not Stated 11.4 15.5 Source: Tams Study 2006 15 CULINARY TOURISTS:
16. ACTIVITY PARTICIPANTS IN ANY CULINARY ACTIVITY % PARTICIPANTS IN NO CULINARY ACTIVITY % VISITING HISTORIC SITES 51.2 19.4 SWIMMING IN LAKES 47.9 25.7 ATTENDING LIVE THEATRE 32.3 11.7 VISITING GARDENS 25.4 7.7 GOLFING 23.7 11.7 GOING TO A MUSIC FESTIVAL 13.7 3.9 GOING TO A SPA 18.1 3.8 Source: Tams Study 2006 ACTIVE PARTICIPANTS 16 CULINARY TOURISTS:
17. •  Food  TV  and  programming   •  Celebrity  chefs   •  Food  websites,  blogs   •  Cookbooks   •  Hotel  rewards  and   programs   17 CULINARY TOURISM: GROWING TREND
18. •  ICTA identifies Ontario as on of three world-wide leaders in Culinary Tourism 2010 The State of the Culinary Tourism Readiness Index •  Based on activity in community, education, development and promotion •  Local and sustainable key drivers for Culinary Tourists globally   18 CULINARY TOURISM LEADERSHIP
19. 85% of Culinary Travelers enjoy learning about the local culture and cuisines. 66% want to try regional cuisines, culinary specialties and local wines and spirits. 70% of Culinary Travelers enjoy bringing back regional foods, recipes, wines from places they have visited to share with family and friends. 19 MAKE IT LOCAL
20. NIAGARA REGION HAS THE NATURAL ASSETS TO BECOME A LEADING WORLD CLASS CULINARY TOURIST DESTINATION
21. EVALUATION OF CULINARY TOURISM IN THE NIAGARA REGION      
22. In July OCTA will deliver the long-term culinary tourism strategic plan. This will provide a clear framework for TPN operational planning, decision-making and product development. This will be the blueprint for world class culinary tourism in the region. 22 BACKGROUND
23. Project Feb Mar April May June July 1. Inventory 2. Current and future market trends 3. Gaps and opps in supply chain 4. Identify markets and opportunities 5. Analyze food events and recommendation 6. Long term strat plan 23 PROJECT COMPONENTS
24. 24 WORK TO DATE
25. •  Businesses with local culinary component •  Market readiness ranking •  Interactive database and search engine •  Geographic mapping and search 25 INVENTORY AND SWOT ANALYSIS
26. •  Independent OCTA research and database population •  Over 1,000 listings •  Categories: –  Accommodations –  Wineries/Breweries/Distilleries –  Restaurants –  Farmers Markets –  Retailers –  Farms –  Artisanal Producers –  Festivals and Events –  Attractions and Activities –  Distributors 26 INVENTORY AND DATA BASE
27. •  Business name •  description •  Phone •  Email •  Website •  Twitter •  Address •  Geo-address (latitude, longitude) •  Contact name •  Method of research/contact •  Description •  Season •  Hours of operation •  Signage •  Maps •  Area •  Number of vendors •  % of local food •  % of local alcoholic beverages •  Products •  Retail •  Tours •  Target audience •  Facilities •  Advertising •  Culinary packages •  Other products •  Education •  Events •  Additional experiences •  Awards •  Market ready •  Why? •  Tags 27 OVER 30 DATA FIELDS
28. •  Local sourcing •  Promotion of local •  Quality •  Atmosphere •  Service culture •  Hours •  Availability of information •  Awareness •  Awards/recognition •  Vs. national and international best in class standards 29 MARKET-READINESS CRITERIA
30. Steering  Commi=ee  SWOT  Analysis   Strengths Weaknesses Napa  of  the  north Baby  Duck  hangover Accessible  celebrity  Winemakers  and  Chefs Embracing  local  products  in  restaurants Award  winning  -­‐  world  class Lack  of  service  and  pride Diversity  of  experiences Niagara  Falls  tourist  tax Experiences  in  close  proximity  of  each  other Entrance  to  region  via  Lewiston A=racts  culinary  students  and  talent  globally Lack  of  ethnic  diversity/workforce EducaKon  and  research  leadership Sharing  ideas/partnerships  across  region Mostly  year  round  desKnaKon TransportaKon Diversity  and  natural  bounty  of  products Leadership Opportuni1es Threats Create  regional  service  training  program Other  well  resourced  RTOs Ambassador  training  program  through  gamificaKon Gas  prices,  passport,  Canadian  dollar Extend  strong  local  programs  across  region  ie.  Regional   Fabulicious Complacency:  easy  to  do  the  same  things Farm  fesKvals  promoKng  local  restaurants Discount  sites    i.e.  Groupon   Use  of  Grimsby  Gateway  info  centre   Leverage  romance  of  region  i.e  .Fall  in  love  with  the  Falls   Create  your  own  value  packaging  app/on-­‐line   TPN  food  and  wine  show  (food  network)  
31. •  Current and future market trends •  Provincial, national and international event analysis, trends and opportunities •  Market research and potential opportunities •  Supply chain gap and opportunity analysis 32 RESEARCH REPORTS
32. If  you  build  it  they  will  come!   34 NEXT STEPS
33. #   TO WHET YOUR APPETITE…
34. •  Niagara region is unique and gifted. Its tastes, flavours, scenery and sense of culture cannot be replicated anywhere else in the world. •  Niagara is very well positioned to lead the province, the country and beyond with a world class culinary tourism offering. 35 SET FOR SUCCESS
35. World class culinary tourism will drive economic growth and contribute to Niagara’s role as a tourism powerhouse. 36
36. THANK YOU