HOW TO LEVERAGE THE MARKETING INVESTMENTS OF YOUR REGIONAL TOURISM ORGANIZATION (RTO) MAY 2 ND, 2018

Transcription

1 HOW TO LEVERAGE THE MARKETING INVESTMENTS OF YOUR REGIONAL TOURISM ORGANIZATION (RTO) MAY 2 ND, 2018 Maria V. Fortunato, Executive Director Hamilton Halton Brant Regional Tourism Association

2 WHAT IS THE HAMILTON HALTON BRANT REGIONAL TOURISM ASSOCIATION? We are an independent, industry-led, non-profit organization funded by the Ministry of Tourism, Culture and Sport. We are one of 13 Regional Tourism Organizations that exist. in the province of Ontario. We provide leadership and coordination to support competitive and sustainable tourism regions. As a result, Ontario s tourism industry now has a stronger combined voice, and is better equipped to attract more visitors, generate more economic activity, and create more jobs across the province.

3 RTO 1 RTO 2 RTO3 RTO 4 RTO 5 RTO6 RTO 7 RTO 8 RTO 9 RTO 1 RTO 11 RTO 12 RTO 13a RTO 13b RTO 13c Southwest Ontario Tourism Partnership Niagara Hamilton Halton Brant Huron, Perth, Wellington, Waterloo Greater Toronto Area York, Durham, Headwaters Bruce Peninsula, S. Georgian Bay & Lake Simcoe Kawarthas Northumberland South Eastern Ontario Ottawa and Countryside Haliburton Highlands to the Ottawa Valley Algonquin Park, Almaguin Highlands, Muskoka & Parry Sound Northeastern Ontario Sault Ste. Marie Algoma Northwest Ontario

4 HOW WE LOOK

5 VISION HHBRTA (RTO #3 s) area will be recognized as a distinct tourism destination, and tourism as a leading economic driver by How: Become a compelling tourism destination in Ontario based on its unique offerings, marketing and cohesion of the industry in the area.

6 MISSION HHBRTA is an industry partnership committed to collaborative development initiatives that establish the region as a distinct tourism destination

7 HEART OF ONTARIO REGION 2015 Regional Profile 10.7 million visitors Total visitor spending $899 million TOP 3 TRIP ACTIVITIES Any outdoor/sports/recreation (hiking, walking, cycling) {Nature Unexpected} Historic Sites (Canadian stories) Cultural (includes First Nations)

8 The Big Three Natural Assets Niagara Escarpment Bruce Trail Grand River

9 KEY REGIONAL OUTDOOR EXPERIENCES Paddling Exploring Cycling Skiing Hiking Climbing Camping

10 All through the region and on the upswing road, cyclocross, mountain biking, city touring Paris to Ancaster Bike Race Epic Tour Halton Hambur Loop Rail Trail (Hamilton Brantford Paris) CYCLING Greenbelt Route Burlington Lakeshore Cycling clubs Share the Road Ontario By Bike Developing initiatives around food and culture

11 WE RE A GREAT REGION FOR HIKING! RBG The Bruce Trail Rail Trail Waterfront Trails Grand River Conservation Authority Hamilton Conservation Authority Conservation Halton Credit Valley Conservation Authority Niagara Peninsula Conservation Authority

12 LIVE MUSIC ARTS PERFORMING ARTS FOODIE/CULINARY WE LOVE THE ARTS(CULTURE)

13 GREAT CANADIAN DAYTRIP DESTINATION Extensive Canadian stories across the region!

14 MARKETING STRATEGIC OBJECTIVES Build awareness of regional visitor experiences brands and increase consumers intent to visit. Increase proportion of overnight & same-day visitors & yield per visitor. Integrate product development initiatives into Marketing Campaigns.

15 MARKETING PLAN PRIORITIES 3 Product Areas outdoor product (outdoor enthusiast audience) summer travel product (family audience) secondary product (specific product enthusiasts/niche audiences & couples) HHB in market year round

16 LEAD WITH CORE EXPERIENCES Integrated marketing strategies will be optimized with annual marketing planning and messaging to highlight and leverage the region s distinct competitive advantage (RTO 3 Tourism Strategy)

17 REGIONAL TOURISM STRATEGY INVESTING WISELY Focusing efforts on product development and innovation Defining first class regional visitor experiences that will build the region s brand to increase visitor interest in the destination Marketing strategically using bold & innovative tactics Adopt best practices for an enriched and dynamic web presence

18 Adopt a product life-cycle portfolio approach that recognizes the value of mature experiences and/or products, supports products that are generating growth and actively nurtures new and emerging tourism product experiences. (RTO 3 Tourism Strategy) IMPORTANCE OF EXPERIENTIAL TRAVEL

19 WORKFORCE & INDUSTRY DEVELOPMENT Investments made to provide training series to meet tourism development needs and help businesses to excel in their offerings and customer service. Leverage DMO tourism development initiatives. The Business of Experiential Travel Symposium Immerse. Experience. Learn. November 8, 2018 Royal Botanical Gardens

20 OFFERS ARE PRIORITY! Focus on working with industry to enhance & develop quality leisure offers that the RTO can target to daytrip & overnight leisure travelers to increase tourism receipts.

21 INDUSTRY ACCOUNT MANAGEMENT The way to maximize your engagement with the Heart of Ontario team One point of contact to leverage RTO marketing, product development, training initiatives We are optimizing our operational processes to create communication and industry engagement efficiencies

22 CONTINUING TO GROW TOGETHER Digital marketing tactics help us to reach further & amplify industry marketing efforts Content development - instrumental to lure visitors must be refreshed & featured timely for travel consideration RTO & regional Industry collaborations & partnerships have grown Destination Development is a priority Continuing to grow together we go farther

23 PARTNER OPPORTUNITY CHECKLIST Provided in folder please complete and hand back to a Heart of Ontario team member. The checklist will be used in our first contact with you (Per RTO new Account Management) to make sure you leverage RTO opportunities that fit your business needs. THANK YOU!