2005 Tourism Overview Presentation to City of Greater Sudbury Council January 27, 2005

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2 2005 Tourism Overview Presentation to City of Greater Sudbury Council January 27, 2005 Presented by Rob Skelly, Manager of Tourism and Cultural Industries Ian Wood, EDO Tourism Summary Greater City = Greater Success Tourism Means Business Your Plan for the Future

3 Greater City = Greater Success

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5 Greater City = Greater Success Single, unified tourism structure Improved planning and implementation Appropriate division of responsibilities Focus now on outside markets Elimination of intra-community competition Budget $$ combined Critical mass Encourages leverage

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7 Greater City = Greater Success Unified vision & budget encourages buy-in SudburyTourism.ca Partnership Industry Partners (4 in in 2005) Industry Contribution ($45k in $100k in 2005)

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9 Greater City = Greater Success 2004 Marketing Plan in French and English Uses variety of media Newspaper, radio, web, TV, periodical ads, publications Some campaigns partnered with Science North, Ontario s North, others More than 5 million consumer impressions Targets NE Ontario, S Ontario & NW Quebec

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11 Greater City = Greater Success Successful tourism projects PEAT (Partners in EcoAdventure Tourism) Sudbury Discoveries Ontario s North Travel Media

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13 Greater City = Greater Success Coordinated approach triggers increased support from senior levels of government FedNor, HRSDC, NOHFC, OTMPC Total support of $1 million received since 2001 Provincial recognition of Sudbury s status Rob Skelly appointed as Chair of OMTPC Northern Cttee.

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15 Tourism Means Business Latest statistics from Ontario Ministry of Tourism (for 2002) 1.31 million visitors to CGS Increase of 42% from % pleasure 43% visiting friends and relatives 10% business travel 12% other (medical, travel etc.)

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17 Tourism Means Business Latest stats (2002) continued 794,000 overnight visits Increase of 18% since 1998 Sudbury Market 49% Northern Ontario 41% Southern Ontario 4.5% Rest of Canada 4% United States 1.5% International

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19 Tourism Means Business Economic Impacts Direct Visitors spent $181.8 million in ,802 direct jobs $3.5 million in municipal taxes Indirect $13.1 million in GDP 175 indirect jobs

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21 Tourism Means Business Economic Impacts cont d Induced 245 local jobs $20.5 million in GDP Environmental Economic Impact Positive changes in quality of life indicators resulting from tourism investment

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23 Tourism Means Business Economic Impacts cont d Enabling Economic Impact Successful tourism attractions and services enable our community to attract new industries and professional residents with an improved quality of life e.g. Boardwalk, Restaurants, Science North

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25 Tourism Means Business Industry Investment Retail and accommodation sectors see Sudbury as a location for growth Big box retail development Southridge mall expansion The Keg restaurant New build hotel development expected in 2005

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27 Tourism Means Business Accommodations Industry Investment Healthy and competitive marketplace More than $11 million invested in upgrades and renovations in past three years New Holiday Inn New Howard Johnson Plaza New Radisson Travelodge Travelway Days Inn Quality Inn

28 Your Plan for the Future

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30 Your Plan for the Future Tourism one of five Engines of Growth Tourism Development Plan Approved in 2004 Components address marketing and convention sales, developing new products, encouraging public support for industry

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32 Your Plan for the Future Tourism Development Plan New product Découvrir Sudbury Discoveries Launched in 2004 Sudbury Leverages eco-adventure tourism assets to create day adventures Geological and Francophone product already identified for future development FedNor Youth Intern Starting this Spring Will assist with existing attraction proposals like NORM, Tom Morley, and Grotto of Lourdes

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34 Your Plan for the Future Tourism Development Plan Strategic Plan Premier-ranked Tourism Destination Project Comprehensive analysis of existing industry Launched in July 2004, final report in April Basis for development of Tourism Strategic Plan Tourism Strategic Plan Finalized by end of year

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36 Your Plan for the Future Tourism Development Plan Visitor & Convention Services Convention Sales & Service priority for 2005 New position to be filled ASAP Strong industry support Visitor Services Review Analysis of existing welcome centres, telephone and web Value for money and effectiveness Launch of new web portal in March

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38 Your Plan for the Future Industry Trends Tourism numbers soft across North America Unprecedented time of turbulence, global market Result is more competition, more volatility New emphasis on authentic experiences grounded in destination community Science North, Dynamic Earth and Sudbury Discoveries are well-positioned

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40 Your Plan for the Future Industry Trends New revenue streams Sponsorship & Non-Traditional Partners Destination Marketing Fees

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42 Tourism in Sudbury Conclusion Advanced a long way in 20 years Vision in early 1980s has largely been realized Municipal leadership has been key Still large potential for growth Partnerships and resources in place Tourism Strategic Plan will lay out new vision for future