St.Catharines South Rotary Club

Transcript

1. The  Tourism  Partnership  of  Niagara   1 The Tourism Partnership of Niagara’s Powerhouse Strategy Presentation by Robin Garrett St. Catharines South Rotary Club October 7, 2013
2. The  Tourism  Partnership  of  Niagara   Why is Tourism Important? §  One of the largest and 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 (40% are international visitors) 2
3. 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 return on investment 3
4. 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 4
5. The  Tourism  Partnership  of  Niagara   The Tourism Partnership of Niagara §  Established in 2010 §  1 of 13 Regional Tourism Organizations (RTOs) established by the Ontario Ministry of Tourism, Culture & Sport §  Representing all 12 municipalities in the Niagara region §  TPN is an independent, industry-led, not-for-profit organization responsible for working with tourism partners to enhance and grow the industry 5
6. The  Tourism  Partnership  of  Niagara   6 Our Vision & Mandate
7. The  Tourism  Partnership  of  Niagara   7 Our 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.
8. 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 8
9. The  Tourism  Partnership  of  Niagara   Corporate Strategies 9 Build a strong relevant brand that creates a desire in our visitor to keep exploring and rediscovering Niagara Canada. MARKETING Animate the destination with events and develop packages featuring wine, culinary, cycling, golf, and garden experiences. PRODUCT DEVELOPMENT Work with government, industry and community groups to attract world- class tourism opportunities. INVESTMENT ATTRACTION Build awareness and implement a workforce learning program to promote service pride. WORKFORCE DEVELOPMENT Build a reputation for organizational excellence that fosters continuous improvement. ORGANIZATIONAL EXCELLENCE 1 2 3 4 5
10. The  Tourism  Partnership  of  Niagara   Our Budget §  2013/14 budget could grow to $4.7M §  $500k base funding §  $3.0M performance-based funding §  Up to $613k in partnership funding if matched by industry, municipal or federal government 10 Marke5ng     61%   Administra5on   14%   Product   Development   21%   Communica5on   1%   Research   2%   2013/14  Budget  Alloca5on   (core  funding)  
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13. The  Tourism  Partnership  of  Niagara   Brand Strategy 13 Niagara Canada. A place of wonders …big and small. 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.”
14. The  Tourism  Partnership  of  Niagara   Communication Strategy The Niagara Canada brand is full of visual stopping power. Our fun and vibrant experiences and awe-inspiring products are best communicated through visual mediums such as TV, print and online. These should be the priority communication channels. 14
15. 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 15
16. The  Tourism  Partnership  of  Niagara   Building the Niagara Brand §  Stunning new footage §  TV ads §  2 minute lure video - VisitNiagaraCanada YouTube channel - Ontario Tourism Info Centres - Fam tours - Invite partners to play on screens everywhere! 16
17. The  Tourism  Partnership  of  Niagara   17 TV – Families
18. The  Tourism  Partnership  of  Niagara   TV – Couples 18
19. The  Tourism  Partnership  of  Niagara   Niagara Canada Travel Magazine 775,000 copies •  Toronto Star •  Montreal Gazette •  Rochester Democrat & Chronicle •  LCBO stores in Toronto and Ottawa (polybagged with Food & Drink magazine) •  Our database •  Ontario Travel Information Centres
20. The  Tourism  Partnership  of  Niagara   Niagara Canada Travel Magazine
21. The  Tourism  Partnership  of  Niagara   Niagara Canada Travel Magazine
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25. The  Tourism  Partnership  of  Niagara   www.visitniagaracanada.com 25
26. The  Tourism  Partnership  of  Niagara   26 visitniagaracanada.com Home Page
27. The  Tourism  Partnership  of  Niagara   27 Home Page – Navigation
28. The  Tourism  Partnership  of  Niagara   28 Experiences – Natural Wonders Sub-categories
29. The  Tourism  Partnership  of  Niagara   29 Experiences – Attractions
30. The  Tourism  Partnership  of  Niagara   30 Experiences – Outdoor Activities
31. The  Tourism  Partnership  of  Niagara   31 Experiences – Wine Country
32. The  Tourism  Partnership  of  Niagara   32 Experiences – Dining & Food
33. The  Tourism  Partnership  of  Niagara   33 Experiences – Casinos & Gaming
34. The  Tourism  Partnership  of  Niagara   34 Experiences – Theatre, Arts & Entertainment
35. 35 Experiences – History & Heritage
36. The  Tourism  Partnership  of  Niagara   36 Experiences – Spas
37. 37 Places to Go
38. The  Tourism  Partnership  of  Niagara   38 Getaways Couples/Friend & Families
39. 39 Festivals & Events
40. The  Tourism  Partnership  of  Niagara   40 Blockbuster Events
41. The  Tourism  Partnership  of  Niagara   GranFondo Event §  A long distance cycling event that welcomed professional, amateur, and recreational cyclists §  1,200 riders §  Attracted affluent consumers from our target markets in North America §  Promoted our image as a cycling destination §  Region-wide course §  PR magnet for sports and mass media 41
42. The  Tourism  Partnership  of  Niagara   Air Access 42   §  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   lTransporta*on  is  an  issue  that  must  be  improved  and   overcome.z
    
             -­‐  Peter  Yesowich,  TPN`s  Strategic  Tourism  Development  Plan,  2011  
43. The  Tourism  Partnership  of  Niagara   Air Flight Study Conclusions §  There is enough air passenger traffic to support commercial air service to Niagara District Airport (YCM) §  New York, Chicago and Washington DC are the best opportunities for YCM to have non-stop air service §  The primary source of new passengers are currently using the Buffalo airport §  These visitors tour numerous attractions and communities in Ontario but all visit Niagara §  A substantial number of these visitors are on tour operator packages 4 3
44. The  Tourism  Partnership  of  Niagara   Meetings, Conventions & Incentive Travel
45. The  Tourism  Partnership  of  Niagara   MC&IT brochure 45
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50. The  Tourism  Partnership  of  Niagara   50 Niagara Ambassador §  Extraordinary service helps create memorable experiences §  Become a Niagara Ambassador by getting certified learning.niagarasRTO.com  
51. The  Tourism  Partnership  of  Niagara   What you can do 1.  Visitniagaracanada.com to become familiar with experiences in your own backyard 2.  Share your favourite tourism experiences – become a Niagara ambassador! 3.  Support your local tourism businesses and festivals & events 51
52. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara   Thank you!
53. The  Tourism  Partnership  of  Niagara   Robin  Garre+   CEO,    The  Tourism  Partnership  of  Niagara      Robin.GarreO@NiagarasRTO.com       @TPNCEO  
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