RTOs, including Best Practices 11:30 – 11:45 PM Francophone Markets and their Interests 11:45 – 12:00 PM Identify Next Steps 12:00 PM End of Session AGENDA: 1 HOUR 2
tourism in Ontario for the past nine years • Vision: To work with the RTOs and their members to showcase Ontario’s tourism products to Francophone markets and increase the number of Francophone visitors to Ontario • We want to work with you! LET’S GET STARTED 3
French is mother tongue of 4/5ths of population • One in two communicate only in French • In 2010, spent $620 million in Ontario • In 2010, RTO 2 hosted 102,000 Quebecois travellers • According to the Competitiveness Study, Quebec is the largest untapped pool of potential Canadian visitors to Ontario 6
of province’s population • Largest Francophone market in Canada outside Quebec • Distribution: 41.5% in Eastern Ontario; 28.7% in Central Ontario; 22.5% in Northeastern Ontario (1 in 4); 5.9% in Southwestern Ontario; 1.4% in Northwestern Ontario • 1 in 4 in Northeastern Ontario is Francophone • 1 in 6 in Eastern Ontario is Francophone NUMBER TWO FRANCOPHONE MARKET: FRANCOPHONE ONTARIO 7
an increase of 5.4% from 2010- 2011 (Statistics Canada) • -5.3% for Germany; -4.5% UK • Second largest overseas country in terms of inbound travel to Canada • $541 million in receipts • Ontario received 107,000 visitors from France in 2010 • 5.5% of overseas visitors to Ontario (after UK, Japan and Germany) NUMBER THREE FRANCOPHONE MARKET: FRANCE 9
loving families” • Middle aged, children under 9 • 4+ in household • Enjoy fun holidays as a family b) Familles rustiques (p. 20) – “Rustic families” • Middle aged, children of all ages • 3+ in household • Enjoy outdoors with friends and family c) Jeunes voyageurs (p. 23) – “Young urbanites” • Young urban singles and couples • Active, enjoy range of activities in city and country Another opportunity: Senior travel trade groups FROM THE FRANCOPHONE TOURISM TOOLKIT: 10
– “Active suburbanites” • Middle aged and older families with children of all ages • 3+ in household • Love spending time together, especially in nature b) Camping et pique-nique (p. 32) – “Outdoorsy families” • Families with older teens at home, some empty nests • 2+ in household • Spend time outdoors camping, particularly like learning about their own cultural history c) Retraités en détente (p. 35) – “Relaxing retirees” • Empty nester retirees, some widowed • 1+ members in household • Low impact outdoor activities shared with friends and family FROM THE FRANCOPHONE TOURISM TOOLKIT: 11
is the highest proportion of French leisure travellers to Canada • 41% are 2 adults • 33% travel alone • 14% travel with children • Average nights/trip: 18 • LOVE THE CANADIAN OUTDOORS! 12 FROM THE FRANCOPHONE TOURISM TOOLKIT:
travellers – 5 weeks of vacation/year on average. TRAVEL MOTIVATORS • Beautiful scenery • Visiting national/provincial parks and protected areas • Observing wildlife in their natural habitats • Exploring vibrant cities that are in close proximity to nature • Experiencing a country’s unique character and local lifestyles • Seeing historical and cultural attractions • Experiencing Aboriginal culture and attractions • Sampling local flavours • Multi-day touring on their own by car or by train 13 France cont’d
French • Bilingual front line staff • Free French classes for staff • Translating multi-media material • Just saying “Bonjour” Product Development • Incorporate French culture into events • Make experiences more accessible • Adapting the product to meet the needs of the market Marketing • Website and URL targeting Francophones 14 FROM THE FRANCOPHONE TOURISM TOOLKIT:
in Montreal, Quebec City and Rural Quebec. • Quebecers are active travellers: • 80% took at least one overnight pleasure trip • An average of 5.8 trips in the past two years. • Quebecers tend to stay at home – 75% took their pleasure trips within Quebec • Ontario was 4th as a destination outside Quebec – behind US, Caribbean & Europe • Of those who planned to visit Ontario in the next two years, top destinations were: Toronto, Niagara Region, Ottawa, Georgian Bay and 1000 Islands. 15 Some New Research in 2012
research looked at six different trip types in exploring the market potential. • The results show that: City trips have the strongest potential followed by Touring, Sand & Beaches and Summer Outdoor Adventure. Camping trips have moderate potential while Recreational Motor Sports (summer and winter) have the lowest potential. Trip Types City Countryside Touring Sand & Beaches Outdoor Adventure Camping Motor Sports Taken a trip in past 5 years 69% 61% 63% 52% 38% 11% Interested in trip in next 2 years 15% 18% 20% 19% 17% 22% Interested in trip to Ontario sometime in the future 60% 53% 52% 52% 39% 21% for winter 26% for summer
for Quebec markets with the world not just neighbouring provinces & states Ontario only captured less than 25% of Quebec Respondents’ overnight pleasure trips in the past 5 years, although 45% had been to Ontario at some time in the past. Greater Montreal and Greater Quebec City markets are stronger markets for Ontario than Rural Quebec . 19
Niagara Falls, Ottawa museums, Parliament Hill, Marineland, Canada’s Wonderland, 1000 Islands National Park, Sandbanks Provincial Park and Wasaga Beach. Barriers for travel to Ontario by Quebec Francophone markets were: Perceived similarity of tourism experiences between Ontario and Quebec, leading to their preference for Quebec, Perception of Ontario as unappealing, Desire to travel to more exotic destinations, and Lack of awareness of Ontario tourism products. 20
markets • Buy into the Francophone Travel Guide, edition 2013 • Promote experience-based travelling on website • Participate in Francophone Market educational workshops • Take part in an “in market” tour program in Quebec 21 Opportunities for Region 2 in Francophone Markets
Targeted surveys • Translation & Creative Writing • Familiarization Tours • Creation of mini French website • Media campaigns • Francophone Travel Guide • Regional & provincial call centre • Representation at Shows/Marketplaces • Staff training • Graphic Design & Printing • Internet Advertising & Promotion • Website consultation • Co-op Advertising • Regional Travel Information Hotline 22 Direction Ontario is recognized by the Ontario Ministry of Tourism, Culture and Sport as the voice of Francophone Tourism for Ontario. We can provide support as well as all the elements for a successful comprehensive Francophone tourism marketing plan in your tourism region. Our programs provide one-stop shopping for all your Francophone tourism needs.
Partnership of Niagara • Or, contact Louise Lacroix, Executive Director, Direction Ontario, for an electronic version: • [email protected] • Tel: (416) 259-5712 23 Thank you for your time
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holman
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productmarketing
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speakerdeck
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matthewcrist
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