Victoria County Tourism Strategy

Transcription

1 Municipality of the County of Victoria Victoria County Tourism Strategy Final Report May 24, 2017 Group ATN Consulting Inc. Suite 100, 5663 Cornwallis Street Halifax, NS B3K 1B6 Phone: Fax:

2 EXECUTIVE SUMMARY Introduction The overarching goal of the Tourism Strategy for Victoria County is to identify actions and develop opportunities that will help increase tourism revenues, products, experiences and quality of services. The Strategy reflects extensive research and stakeholder engagement. Engagement included in-depth interviews with 18 individuals representing 15 strategic partners, as well as, 12 regional meetings and community stakeholder consultations throughout the county. Two input sessions were held in each of six Victoria County communities to maximize input opportunities. The benefits of a Tourism Strategy for Victoria County include: Compile foundational information: tourism assets, strengths, opportunities and initiatives. Identify priority projects and issues of importance to the Municipality of the County of Victoria. Identify opportunities to address within county priorities within a coordinated strategy Generate inventory of submission-ready win-themes that are complimentary to both the Island-wide and provincial-level strategies. Aggregate capacity and coordinate efforts among partners. Provide a business case foundation to approach other funding sources. Mobilize partners to move forward and leverage funding opportunities. Motivate partners through progress, while building momentum. Build confidence among partners and attract new partners. Ensure a broad-base and common understanding of the overall direction. Build out the capacity to monitor, measure, and report on social and economic impacts; and Establish the governance / management structure to support implementation and ongoing adjustments to the Strategy. This is to include the identification of a single point of contact for strategy status and information sharing. Strategic Vision Tourism in Victoria County will continue to grow. The County will become a world-class tourism destination of choice. We will be known for our high-quality service, exceptional, and unique experiences, attracting markets of highest return (e.g. international travellers) by leveraging all of Victoria County s tourism assets along with those of the whole of Cape Breton Island Group ATN Consulting Inc. pg. i

3 Guiding Principles The following guiding principals were embraced throughout the strategy development: 1) Research drives product development which drives marketing. 2) The Strategy must align with Destination Cape Breton s approach. 3) The Strategy is enabled by and activated through partners. Maximize use of all available resources. Only through the cooperation of all parties (including local communities), will the Strategy succeed; and 4) Tourists are generally attracted to compelling destinations, icons, attractions, etc. and do not recognize administrative boundaries. Strategic Context Tourism is an integral component of the fabric of rural Nova Scotia communities and a key contributor to their economic vitality. Tourism is a unique industry as its benefits are felt widely throughout communities as visitors purchase a diverse range of goods and services to visitors. Tourism is economically and socially important to the entire province, however its significance is amplified in Victoria County. Victoria County is responsible for a significant component of the roughly $250 million of tourism revenues generated in Cape Breton (Victoria County accounts for 30% of Cape Breton room nights sold). Recent growth and strong performance positions Victoria County for further success and provides forward momentum. For example, Cape Breton Highlands visitation (+85%) and site nights in the county s two federal campgrounds (+90%) nearly doubled over the past five years. Alexander Graham Bell National Historic Site visitation (+26%) and room nights sold (+23%) both expanded by a quarter, during the same period. Strategic Focus Victoria County s tourism industry is centered on maintaining its social, natural and cultural integrity, while identifying pathways to connect visitors with opportunities to experience what is special about the area. There is clear consensus on the County s strong positioning for culture, outdoor and seacoast/bras d Or Lake enthusiasts. Victoria County offers numerous compelling destinations and world class scenic, outdoor, historic and cultural experiences. Among these are the iconic Cabot Trail, Cape Breton Highlands National Park, Bras d Or Lake, Alexander Graham Bell National Historic Site, seven provincial parks, two of Canada's top golf courses - Highlands Links and Bell Bay, Baile nan Gàidheal Highland Village, Colaisde na Gàidhlig The Gaelic College, Celtic Colours International Festival and a wide range of other festivals such as the Cabot Trail Relay Race, KitchenFest and Cabot Trail Writers Festival. The role of Victoria County and its partners is to derive maximum benefit from these travel motivators specifically and Cape Breton visitation generally by providing visitors with opportunities to understand and connect to the Island s communities in a meaningful and 2017 Group ATN Consulting Inc. pg. ii

4 memorable way. Communities are not necessarily travel generators on their own, but they are conduits to memorable visitor experiences. Greater community immersion will lead to extended stays, in turn enhancing revenue generation opportunities. Strategic Priorities It is essential for Victoria County efforts to align with Tourism Nova Scotia and Destination Cape Breton. Both of these destination marketing organizations use the Explorer Quotient (EQ) approach to market segmentation. EQ moves away from more traditional demographic and activities-based segmentation to use travel values. The priority markets for both Nova Scotia and Cape Breton are Authentic Experiencers and Cultural Explorers. The Free Spirit segment is a development segment with a midterm focus Group ATN Consulting Inc. pg. iii

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6 Victoria County s outdoor, cultural, sea coast and Bras d Or Lake/Inland Sea experiences present it with a critical competitive advantage. The county has impressive assets, both in their own right, and in the context of Cape Breton and the province. These features of the county are perfectly aligned with the interests of TNS s and DCBA s priority high yield EQ target markets the Cultural Explorer and Authentic Experiencer. On the other hand, culinary and year-round tourism are areas of development assets that currently have considerable untapped potential. Both the culinary and winter experience in Victoria are seen to have a strong foundation, but with considerable opportunity for improvement. Culinary, in particular resonates with the priority EQ segments, and is seen as an area warranting attention to realize its full potential to dramatically enhance the visitor experience in Victoria County. The following figure summarizes the Tourism Strategy for Victoria highlighting the five strategic themes: Outdoor Experiences Cultural Experiences Sea Coast and Bras d Or Lake / Inland Sea Experiences Experiences Throughout all Seasons; and Culinary Experiences. Culinary is centrally featured in the Strategy, as its key aspects integrate with the other four themes. The strategic pillars or activities that will enable successful activation of the strategy include research, experience development, human capital development, infrastructure improvement and marketing, among others Group ATN Consulting Inc. pg. v

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8 Implementation The Strategy provides a framework for an implementation plan. A three-year tactical plan under each of the strategic priorities is outlined in a companion document. The Victoria County Tourism Strategy is unique in that it builds on broad consultation, lending itself to an inclusive, community based approach to implementation. The implementation plan is intended to be a living document that continues to evolve to accommodate new community initiatives and partnership opportunities as they arise. The plan will be regularly updated and refined to capture new partnership opportunities and to reflect the ongoing efforts and capacity of the important community partners that are leading many of these initiatives. The action plan has been formatted so that the role of each partner is clear. Roles and Responsibilities Key roles for the Municipality emerged from the Strategy: 1) engaging tourism partnerships; 2) facilitating a supportive business climate; and 3) implementation coordination. As a tourism partner, the county is critical in integrating efforts to support tourism (including Tourism Nova Scotia and Destination Cape Breton) and cultural partners, communities and businesses in their efforts to grow the visitor economy. Generally, Tourism Nova Scotia s role is to attract visitors to the province, while Destination Cape Breton Association brings visitors to the Island. To provide strategic focus and to maximize return on effort, the Strategy leaves the bulk of marketing to TNS and DCB, allowing the municipality to concentrate on areas where it can best make a difference (e.g. growing lengths of stay in the county). It is not Victoria County s role nor should it be to attract visitors to Nova Scotia, but a well-conceived Strategy for the municipality will maximize the impact and influence that Victoria County exerts to attract tourists and extend length of stay once they commit to Cape Breton. Victoria County officials work with both TNS and DCB to most effectively showcase Victoria County s tourism assets and visitor experiences. In this context, it is the Municipality s role to work in parallel to leverage visitor traffic to Nova Scotia and Cape Breton by supporting communities, including building capacity in communities and supporting experience development. There is generally an expectation that Victoria County will help get everyone working together and leverage the work of partners Group ATN Consulting Inc. pg. vii

9 With respect to improving the business climate, the Victoria County brand extends well beyond tourism encompassing a great place to live, quality of life, affordable housing, inspiring commercial creativity among other important catalysts for economic activity. This is regarded as a way to drive rural economic, social and population growth. Working with economic development partners, the municipality is seen to have a lead role in catalysing economic growth, through business attraction and expansion, and by supporting the county s human capital by facilitating access to skills, technology, etc. Victoria County has an important role to play in creating a positive investment climate by: Working with businesses etc. to support networking, planning and collaboration. Positioning the tourism product as a complimentary tool in business location recruitment and immigration. Attracting new investment to upgrade infrastructure and create innovative new experiences. Supporting new enterprises large and small establishing in the county; and Expanding and diversifying offerings available to the visitor. The Victoria County Tourism Strategy includes action steps, timelines, roles and responsibilities. It is recommended that a process be developed where the strategy is monitored, reviewed quarterly, updated, adjusted and an annual report card shared with the County s tourism industry and the municipality. It is proposed that this process be overseen by Tourism Strategy Implementation Committee that includes representatives from the six regional associations Group ATN Consulting Inc. pg. viii

10 TABLE OF CONTENTS EXECUTIVE SUMMARY... I Introduction... i Strategic Vision... i Guiding Principles... ii Strategic Context... ii Strategic Focus... ii Strategic Priorities... iii Implementation... vii Roles and Responsibilities... vii TABLES... XII FIGURES... XII 1 INTRODUCTION Strategic Plan Goals and Objectives Goal Objectives: Methodology SITUATION ANALYSIS National and International Context Nova Scotia Context Nova Scotia Visitor Profile Nova Scotia Tourism Trends Cape Breton Context Cape Breton Visitor Profile Cape Breton Tourism Trends Victoria County Context Victoria County Visitor Profile Victoria County Tourism Trends VICTORIA COUNTY TOURISM ASSETS Victoria County Outdoor Tourism Assets Nature Based Assets Golf Assets Victoria County Cultural Assets Festivals Group ATN Consulting Inc. pg. ix

11 3.3 Sea Coast and Bras d Or Lake Inland Assets Sailing and Cruising Victoria County Assets to Support Year-Round Tourism (Winter Tourism) Culinary Experiences Victoria County Tourism Infrastructure STRATEGY SWOT Analysis Strengths Weaknesses Opportunities Threats Strategic Summary Strategic Initiatives Implementation Plan Longer Term and Capital Intense Initiatives Arising from Consultations Tactical and Related Considerations Arising from Consultations Performance Targets APPENDIX A: COMMUNITY FINDINGS Community Consultation and Engagement Summary Baddeck Community Strengths - Baddeck Community Challenges - Baddeck Community Opportunities - Baddeck Community Consultation and Engagement Summary Iona Community Strengths - Iona Community Challenges - Iona Community Opportunities - Iona Community Risks - Iona Community Consultation and Engagement Summary Ingonish Community Strengths - Ingonish Community Challenges - Ingonish Community Opportunities - Ingonish Community Priorities - Ingonish Community Consultation and Engagement Summary St. Ann s Community Strengths - St. Ann s Community Challenges - St. Ann s Community Opportunities - St. Ann s Community Risks - St. Ann s Community Priorities - St. Ann s Community Vision - St. Ann s Community Consultation and Engagement Summary Bay St. Lawrence Group ATN Consulting Inc. pg. x

12 Community Strengths - Bay St. Lawrence Community Challenges - Bay St. Lawrence Community Opportunities - Bay St. Lawrence Community Priorities - Bay St. Lawrence Community Vision - Bay St. Lawrence Community Consultation and Engagement Summary Boularderie Community Strengths - Boularderie Community Opportunities - Boularderie Community Consultation Common Themes APPENDIX B: KEY PARTNER FINDINGS & STRATEGIC THEMES Strategic Orientation Outdoor Experiences Hiking Golf 65 Cultural Experiences Creative Cluster Celtic Colours International Festival Celtic Heart and Gaelic Culture First Nation Communities Alexander Graham Bell National Historic Site Sea Coast and the Bras d Or Lake / Inland Sea Experience All Seasons Seasonality Winter Culinary Experiences Sea Coast and Bras d Or Lake/ Inland Sea Assets Sailing and Cruising Training APPENDIX C: DETAILED INVENTORY OF VICTORIA COUNTY TOURISM ASSETS 72 Victoria County Natural Tourism Assets Cycling Hiking Trails Victoria County Outdoor Recreation Golf 76 Sailing and Water Based Recreation Victoria County Cultural Assets Celtic Colours International Festival Kitchen Fest! Festivals and Events Group ATN Consulting Inc. pg. xi

13 Victoria County Tourism Infrastructure Victoria County Winter Tourism Assets APPENDIX D: ARTISAN, STUDIO, GALLERY AND CRAFT FOOD INVENTORY APPENDIX E: FESTIVAL AND EVENT INVENTORY APPENDIX F: DETAILED OVERVIEW OF VICTORIA COUNTY TOURISM PARTNERS84 Tourism Nova Scotia Destination Cape Breton Atlantic Canada Opportunities Agency Communities Culture and Heritage Cape Breton Regional Enterprise Network Parks Canada Cape Breton Highlands National Park Parks Canada - Alexander Graham Bell National Historic Site Cape Breton Centre for Craft and Design Celtic Colours International Festival Celtic Heart of North America Colaisde na Gàidhlig The Gaelic College Baile nan Gàidheal Highland Village Local Development Organizations Inverness County Cabot Trail Facade Program Municipality of the County of Victoria APPENDIX G: KEY PARTNER INFORMANTS APPENDIX H: KEY PARTNER INTERVIEW GUIDE TABLES Table 1: Room Nights Sold, Cape Breton and Nova Scotia, Table 2: Victoria County Tourism Strategy Implementation Planning Table 3: Victoria County Hiking Trails FIGURES Figure 1 Ten Most Appealing Activities Among Cultural Explorer Group ATN Consulting Inc. pg. xii

14 Figure 2 Ten Most Appealing Activities Among Authentic Experiences... 8 Figure 3 Ten Most Appealing Activities Among Free Spirits... 9 Figure 4 Ten Most Appealing Activities Among Pleasure Visitors Figure 5 Average Nights Spent Figure Tourism Activity by Market Share Figure 7 Victoria County Explorer Quotient Profile Figure 8 Tourism Activity in Victoria County, Visitation by Attraction / Area Figure 9 Tourism Activity in Victoria County, % Change 2015 to Figure 10 Victoria County Strategic Themes Group ATN Consulting Inc. pg. xiii

15 1 INTRODUCTION The Municipality of the County of Victoria commissioned the Victoria County Tourism Strategy. 1.1 Strategic Plan Goals and Objectives Goal Develop a three-year Tourism Strategy for Victoria County with the aim of increasing tourism revenues, products, experiences and quality of services Objectives: The objectives of this assignment are as follows: Provide an analysis of market-ready tourism product and inventory within the Victoria County and outline new product, experiences and opportunities. Identify possible strategic alignments with tourism partners, avoiding duplication, ensure leveraging existing resources. Examine the role, significance and importance of Victoria County s tourism icons, attractions and experiences. Review and examine the role and importance of research, product development, marketing and training for the tourism industry in Victoria County; and Develop a content strategy for Victoria County and regional websites. 1.2 Methodology The methodology for the development of the Victoria County Tourism Strategy included an extensive review of secondary research resources, background documents, market research and tourism activity and profile data specific to Victoria County. Partner strategies and plans were consulted to guide strategic alignment. These documents included: Tourism Nova Scotia Strategy, Doubling Tourism Revenues: Transforming Tourism in Nova Scotia Destination Cape Breton Association Strategy Destination Cape Breton Association, Winter Product Partners Meeting February 22, 2017; and Municipality of Inverness County Tourism Strategy Summary findings from this initial phase were used to inform partner interviews and community stakeholder consultations. In-depth interviews with over a dozen key partners covered a range of themes integral to the development of a tourism strategy for the county including: partner s organizational mandate, 2017 Group ATN Consulting Inc. pg. 1

16 strategic alignment, goals, unique selling proposition (USP), strengths, weaknesses, opportunities, experience development, training requirements, among others. Community working sessions throughout Victoria County provided rich information at the community level. Five two hour sessions were held throughout the county. Community input, combined with the partner interviews; an on-line survey promoted on social media and through partners; and in-depth background research were the basis of the strategic analysis (including SWOT). Ongoing review meetings and working sessions and engagement with the Steering Committee supported the analysis throughout, and the development of a robust Tourism Strategy for Victoria County. The methodology was designed to address the following scope of work: Review all existing research and documentation (e.g. tourism statistics, target markets, priority market segments including EQ consumers, visitor exit surveys, studies, websites, social media, online marketing) pertaining to tourism in Victoria County. Meet with each of the tourism regions in Victoria County on market ready product, new product opportunities and signature experiences, tourism research, marketing, training needs, content and current and future initiatives. Meet with Victoria County s partners to determine how to align to existing tourism strategies, target markets, marketing activities and programs, product development etc. Review what provides Victoria County, its tourism regions, the Cabot Trail, Bras d Or Lakes with a unique competitive advantage. Provide a summary of consultations, product assessment, marketing analysis and key findings and recommendations; and Develop a tourism strategy that includes action steps, timelines, roles and responsibilities, and measurable outcomes. Include a process where the strategy is monitored, reviewed quarterly, updated, adjusted and an annual report card shared with the County s tourism industry and the municipality. It is proposed that this process be overseen by a Council led Tourism Strategy Implementation Committee that includes representatives from the six regional associations Group ATN Consulting Inc. pg. 2

17 2 SITUATION ANALYSIS This Section summarizes the background research and analysis in support of the Victoria County Tourism Strategy. The Situation Analysis outlines the environment and context for tourism strategic planning for Victoria County through a document search, on-line research and a review of studies, inventories and tourism activity statistics provided by Victoria County. These findings are documented for use in the analysis and planning stage of the study. This Section also reflects a review and analysis of community, regional and provincial strategies, plans and other background research that will be leveraged to support the Tourism Strategy development. 2.1 National and International Context It is important to acknowledge the national and international context within which regions such as Victoria County operate. This strategy must recognize the competitive realities, opportunities and challenges faced by Victoria County and destinations throughout North America. The global nature of tourism competition is intense. It is important to consider emerging destinations such as Chile, Vietnam, Georgia (Eastern Europe), and Greenland even Iran as competing destinations. Until very recently these were considered far off the beaten path and too risky for most travellers. In fact, Iceland has been such a popular destination that the county s infrastructure is strained beyond its carrying capacity. Representing almost 2 per cent of Canada s GDP, tourism directly or indirectly supports more than 1 million jobs in communities across Canada. The industry includes 192,000 businesses that support tourism the vast majority of which are small and medium-sized businesses. Canada s 150th anniversary celebrations are expected to draw record numbers of visitors to Canada this year, followed by a year dedicated to Canada-China tourism in Canada as a whole has been struggling to maintain its position in international markets. Even with the recent decision to increase Destination Canada s annual budget by $10 million, the country s marketing resources have been declining, while competitors are increasing their marketing budgets. Fortunately, in the last couple of years, the relatively weak Canadian dollar has provided Canada with a pricing advantage and has alleviated some of the competitive pressures. US currency appreciation relative to the loonie over the past three years has had a positive impact on US visitation to Canada. In 2016, overnight arrivals from the US hit 13.9 million, up 10% over Total international arrivals fell just short of 20 million (19.98 m) in This represents the second highest number of visitors, falling only 0.4% short of the record high set in 2002 (20.06 million) Group ATN Consulting Inc. pg. 3

18 Tourism in Canada is shaped by many powerful external factors. In the past few years, tourism has undergone significant change, while being influenced by political, economic, technological and regulatory factors. Following robust growth in 2015, Canada s tourism industry continued to post impressive, double-digit increases in international visitation through With the sesquicentennial in 2017, all indications are that Canada s 150th birthday will be an occasion for continued tourism growth. To attract more international visitors to Canada, the Federal Budget for 2017 proposes to make permanent the $37.5 million per year in temporary funding previously provided to Destination Canada, Canada s national tourism marketing organization, starting in Stabilized funding will allow Destination Canada to continue its strong collaboration with industry partners to maximize the impacts of its marketing campaigns to draw in more tourists from abroad and increase economic activity. It is encouraging that the recent federal budget for 2017 proposes an additional $8.6 million over four years, starting in to complement Destination Canada s activities. Furthermore, Indigenous and Northern Affairs Canada will support the development of Canada s unique and authentic Indigenous tourism industry, including contributing to the implementation of the Aboriginal Tourism Association of Canada s five year Indigenous Tourism Strategy. The Boomers and Millennials are important markets for Canada generally and Nova Scotia specifically. Boomers see travel as a necessity rather than a luxury, and they have the resources to see the world, often paying for children and grandchildren to accompany them. Boomers are most likely to take leisure trips given time and financial resources. As grandparents, they are often responsible for multi-generational leisure trips. Millennials see travel as a source of memorable, authentic and social experiences, and find ways to hit the road, cutting costs as needed. This group is more likely to combine leisure and business travel. Millennials are more likely to rely on referrals and testimonials in making choices. They are also significantly more likely to use travel disruptors such as Airbnb, ubertaxi, among others. In this age of global competition, destinations must adjust to constantly evolving consumer trends and preferences. For example, the use of social media continues to proliferate and evolve, dramatically impacting the travel decision-making process, and broadening the continuum of experience to extend well after the traveller has returned home Group ATN Consulting Inc. pg. 4

19 According to 2016 estimates, there are now more than 4.3 billion mobile phone users worldwide 2. Travelers rely on their smartphones to book accommodation, meals, and activities and to find local information. They also rely heavily on social media postings and reviews to support their decision-making. In a sense, they are crowd sourcing a wealth of online information to build a virtual customized local tour guide, all within a user-generated system of peer reviews that would-be travellers regularly consult. Changing consumer tastes also mean that authentic local experiences are growing in popularity among travelers. This local philosophy requires innovative thinking and partnerships to integrate the local community directly into visitor experiences. It is increasingly important to offer guests insight into the surrounding areas and way of life. This approach requires a longterm commitment or investment in the communities through sustainable relationships with residents, businesses, artists and organizations. A frequently cited example is Newfoundland s Fogo Island Inn located in a remote isolated community, which operates more like a cultural centre, than an inn through deep relationship with the island s residents and businesses. Unapologetically focused on the high-end traveller, guests are offered the option of meeting and spending time with like-minded island residents. This can include learning about local fishing techniques or helping with boat building. The inn also partners with local artists and entrepreneurs, helping residents develop sustainable skills and allowing guests to enjoy the fruits of their labors. Another important trend is evidenced by the growing popularity of food shows, food focused Instagram accounts and celebrity chefs. Visitors are increasingly seeking out local food and drink when travelling. Food is an increasingly important element of the travel experience. Travelers are planning their trips around where to eat seeking quality, locally inspired food and beverage experiences. Eating can connect visitors to the area and offering unique insight into the local culture. 2.2 Nova Scotia Context Tourism plays a major role in Nova Scotia s economy. Tourism Nova Scotia s most recent estimates place the value of the province s visitor economy is at $2.5 billion, while contributing well over $700 million to provincial gross domestic product, accounting for two percent of all provincial economic activity. Nova Scotia residents are responsible for 40-45% of overall tourism revenues for the province. The Nova Scotia resident component of the visitor economy was last estimated as $1.05 billion Group ATN Consulting Inc. pg. 5

20 A rallying call for Tourism Nova Scotia s strategy is the Ivany Report stretch goal to reach $4B by The strategic pillars for the provincial crown corporation are: Invest in markets of highest return. Target higher-spending travellers in key geographic markets who are motivated to experience what Nova Scotia offer. Focus on world class experiences. Collaborate with private sector businesses, governments, and communities to develop compelling tourism experiences that will make people want to visit Nova Scotia. Attract first-time visitors to the province. These visitors are most likely to be influenced by marketing activities and if successful, chances are they ll be back again; and Build tourism confidence by helping Nova Scotians understand what visitors are looking for in a vacation experience; while coaching and guiding partners to develop the kinds of experiences that will motivate travel and spur new tourism investment in the province. Confidence is a catalyst for growth. The province is targeting travellers as opposed to tourists. Travellers are curious by nature and seek out memorable experiences they can immerse themselves in. Tourism Nova Scotia licensed Destination Canada s segmentation approach, Explorer Quotient. EQ moves away from more traditional demographic/activities-based segmentation to use travel values. The priority markets for Nova Scotia and Cape Breton are Authentic Experiencers and Cultural Explorers with Free Spirits designated as a midterm focus. The TNS World Class Experience EXCELLERATOR program is designed to support partners create offerings that appeal to the Free Spirit traveler. Cultural Explorers constantly seek opportunities to embrace, discover, and immerse themselves in the entire experience of the culture, people and place. Not content to just visit historic sites and watch from the sidelines, they want to participate in the modern-day culture as well. They often converse with locals, attend local events, or go off the beaten path to discover how people truly live. Cultural Explorers are open-minded and curious. They are most likely to be seen at heritage sites, cultural events, museums, festivals and often stay at bed and breakfasts. The ten most appealing activities among Cultural Explorers are outlined below: 2017 Group ATN Consulting Inc. pg. 6

21 Figure 1 Ten Most Appealing Activities Among Cultural Explorer 2017 Group ATN Consulting Inc. pg. 7

22 Authentic Experiencers appreciate the understated beauty of natural and cultural environments. They enjoy using all of their senses when exploring to really get to know the places they visit. Authentic Experiencers quickly adapt to personal challenges and risks, easily figuring out how to make the most of every situation. They want to be fully immersed in their travel experience and tend to stay away from group tours and rigid plans. These travellers are spontaneous, ethical, eco-conscious, independent and curious. Authentic Experiencers are most likely to be seen at nature reserves, world heritage sites, hiking trails, museums and often camp. The ten most appealing activities among Authentic Experiencers are: Figure 2 Ten Most Appealing Activities Among Authentic Experiencers 2017 Group ATN Consulting Inc. pg. 8

23 Free Spirits are thrill-seeking hedonists and travel satisfies their need for the exciting and the exotic. They like the best of everything and want to be surrounded by others who feel the same way. Free Spirits have a lot of energy and want to see and do everything. They are open-minded, ambitious, enthusiastic, fun-loving, adventurous and social. Free spirits are most likely to be seen at tourism hot spots, top restaurants and quality accommodations. The ten most appealing activities among Free Spirits are: Figure 3 Ten Most Appealing Activities Among Free Spirits Nova Scotia Visitor Profile Atlantic Canada continues to be the province s largest source of visitors. In 2016, the region accounted for half (50%) % of Nova Scotia s visitation, followed by Ontario (24%). One in ten visitors (10%) were from the US, while the overseas market accounted for 4% of visitation. 3 The average travel party to Nova Scotia consisted of just over two people with those travelling by RV and car reporting larger party sizes compared with those travelling to Nova Scotia by air. The Group ATN Consulting Inc. pg. 9

24 most common travel party type was couples (36%). 4 Two in five visitors (41%) were 55 years or older with a further 20% between 45 and 54 years of age. The length of stay in the province averaged about 5 nights. Overseas visitors stay the longest, with Atlantic Canadians spending the least amount of time in Nova Scotia. Air visitors spent 7.1 nights on average compared to auto travellers (4.3). The average visitor expenditure in Nova Scotia was $1,040 per party. Taking party size and length of stay into account, visitors to Nova Scotia spent approximately $98 per person per day during their visit. Visitors generally spend the most on fixed-roof accommodations and meals and beverages in restaurants, although these figures vary by trip purpose, mode of travel and market region. Total expenditures were highest among overseas visitors ($2,300), followed by those from Western Canada ($1,790), and lowest among visitors from Atlantic Canada ($620). The most common trip purpose was to visit friends or relatives (40%), followed closely by pleasure (39%). Visitors from the US were more likely to indicate they were travelling for general pleasure as opposed to visiting friends or relatives. Business accounted for 15% of travellers. Among the one-third of visitors travelling to Nova Scotia for pleasure, the key reasons included a desire to visit Atlantic Canada, a desire to visit a specific area of or location in Nova Scotia or an opportunity to visit friends or relatives. Three quarters of pleasure visitors to NS participate in outdoor activities. Coastal sightseeing, the beach and hiking are the top activities Visitor Exit Survey findings presented at the 2016 TIANS Conference 2017 Group ATN Consulting Inc. pg. 10

25 Figure 4 Ten Most Appealing Activities Among Pleasure Visitors One third of the province s pleasure travellers visited a craft shop/studio (33%) or museum (31%). Farmers markets (26%), live music (13%), craft brewery (12%) and the Bras d Or Lake Biosphere (12%) were also popular Nova Scotia Tourism Trends Nova Scotia's tourism industry had its best year in history in and its third consecutive year of growth. In all, 2.2 million visitors came to the province last year, an increase of eight per cent over Tourism revenue for 2016 was an estimated $2.6 billion, an increase of five per cent, $125 million, from the year before and a 28 per cent, $575 million, jump from Nova Scotia s visitor economy accounts for 2% of the province s economic activity as measured by GDP. The major areas of tourism growth last year came from the United States, up 14 per cent, and Canada, up eight per cent. The province saw an increase in visitors from Atlantic Canada, 62,000 more, Ontario, 56,000 more, and Western Canada, 14,000 more. Growth from overseas markets was up two per cent. Visits by air rose by 11 per cent. The province also saw strong Group ATN Consulting Inc. pg. 11

26 growth in room nights sold to 2.6 million, up four per cent from Cape Breton had the biggest jump, up 16 per cent. This compares very favorably to the mainland, where room nights edged up 1%. 2.3 Cape Breton Context Tourism is an industry of strategic importance for Cape Breton. In 2015, tourism revenues for Cape Breton were estimated at $395 million, while non-resident visitation was pegged at 328,000 visitors 6. Visitor spending benefits many aspects of the Cape Breton economy including accommodations, restaurants, attractions, activities, vehicle operation, local transportation, groceries and shopping Cape Breton Visitor Profile One in five visitors to Nova Scotia (19%) travelled to Cape Breton in Three quarters of those visiting Cape Breton were Canadian, with three in ten visitors originating from the Atlantic Provinces and a similar number from Ontario. Visitors who included Cape Breton in their trip were less likely than all visitors to the province to be from Atlantic Canada, and more likely to originate from Ontario, Western Canada, the US, and overseas. Those who included Cape Breton in their trip were more than twice as likely as all visitors to be first time visitors to Nova Scotia. By extension, Cape Breton is strategically important as an ambassador in creating repeat visitor potential for Nova Scotia. Nearly one half of visitors who visited Cape Breton travelled as a couple, while three in ten travelled as a family. Approximately one in ten each travelled alone or with friends. 6 DCBA Tourism Strategy 7 tourismns.ca/sites/default/files/page_documents/2010_nova_scotia_visitor_exitsurvey_regional_report_cape_breton_df.pdf 2017 Group ATN Consulting Inc. pg. 12

27 Among travellers who visited Cape Breton, the average length of stay in the province was 8.2 nights. Visitors from Atlantic Canada spent the least number of nights in the province (5.0), while visitors from overseas spent the most number of nights (17.7). Figure 5 Average Nights Spent Six in ten visitors to Cape Breton participated in outdoor activities while visiting the province. Top activities included coastal sightseeing, hiking, beach exploring, nature observing, outdoor swimming, and whale watching. One half indicated they visited museums and historic sites and craft shops. Participation in outdoor activities was higher among Cape Breton visitors compared with all visitors to Nova Scotia (62%, compared with 39% for all visitors). In addition, visitors to Cape Breton were more likely than all visitors to the province to have visited places or events, including craft shops/studios, museums/historic sites, local farms/food producers, live music performances, nature parks or fossil/geology sites, art galleries/fine art studios, and festivals/outdoor events/community fairs Cape Breton Tourism Trends Tourism has been strong in Cape Breton in recent years, frequently outpacing the provincial growth was an exceptional year with room nights sold hitting 481,000 an annual jump of 18%. This growth substantially outperformed the province overall (4%). In fact, Cape Breton 2017 Group ATN Consulting Inc. pg. 13

28 room nights have grown consistently since Cape Breton gains over this time period (+24%) were considerably higher than the province (+7%). Cape Breton accounted for the majority of the province s room night gains over the past five years. Of the 164,000 additional room nights sold in Nova Scotia, 89,000 or 54% were tallied on the Island. Table 1: Room Nights Sold, Cape Breton and Nova Scotia, Year Cape Breton Room Nights Cape Breton Annual Change Nova Scotia Room Nights Nova Scotia Annual Change ,000-1% 2,456,000-1% ,000 +4% 2,441,000-1% ,000 +1% 2,502,000 +2% ,000 +2% 2,531,000 +1% , % 2,620,000 +4% Interest among potential visitors to Cape Breton has seen exceptional growth in in the past two years. Cbisland.com traffic climbed 71% in 2016 to reach 946,000 website sessions. This followed an 88% jump in Cape Breton has similarly posted gains in other areas of digital marketing and social media. Traffic to Cape Breton content on novascotia.com increased 21% last year, while Facebook and Twitter followers grew 152% and 31% respectively. 2.4 Victoria County Context Tourism is economically and socially important to the entire province, however its significance is amplified in rural areas such as Victoria County. Tourism is an integral component of the fabric of rural Nova Scotia communities and a key contributor to their economic vitality. Victoria County is responsible for a significant component of the roughly $250 million of tourism revenues generated by Cape Breton (Victoria County accounts for 30% of Cape Breton room nights sold). Tourism is a unique industry as its benefits are felt widely throughout communities as visitors purchase a diverse range of goods and services to visitors Victoria County Visitor Profile Market statistics for Victoria County attractions indicate that the majority of the visitors to the area travel from outside the Atlantic Provinces. Depending on the attraction, the US market share ranges from 19 to 27%. The international segment varies from 6 to 15% Group ATN Consulting Inc. pg. 14

29 Figure Tourism Activity by Market Share Visitor profiles for Cape Breton Highlands and the Bell Museum suggest that the province s three priority EQ segments are well represented among visitors to Victoria County. Combined, the three segments account for roughly a third of AGB attendance (36%) and CBH visitation (33%). The largest segment for both sites is the Authentic Experiencer (14-17%), with the Cultural Explorer and Free Spirit roughly the same (9-10%) Group ATN Consulting Inc. pg. 15

30 Figure 7 Victoria County Explorer Quotient Profile Victoria County Tourism Trends Tourism activity in Victoria County has generally increased over the past five years. In some cases, this growth has been substantive, with Cape Breton Highlands visitation (+85%) and site nights in the county s two federal campgrounds (+90%) nearly doubling over this period. Alexander Graham Bell National Historic Site visitation (+26%) and room nights sold (+23%) both expanded by a quarter. Baile nan Gàidheal Highland Village attendance, was lone exception with a slight decrease of 1%. By virtually all accounts, 2016 was an exceptional year for the county. With the exception of the Baddeck Welcome Centre, all county facilities posted double digit gains for the year. Leading the way was federal campground activity (+43%) followed by Highlands visitation (+23%), Bell attendance (+22%), room nights (+11%) and Baile nan Gàidheal Highland Village (13%) Group ATN Consulting Inc. pg. 16

31 Figure 8 Tourism Activity in Victoria County, Visitation by Attraction / Area 2017 Group ATN Consulting Inc. pg. 17

32 Figure 9 Tourism Activity in Victoria County, 2015 to Group ATN Consulting Inc. pg. 18

33 3 VICTORIA COUNTY TOURISM ASSETS With its compelling and diverse tourism assets, Victoria County will continue to play a critical role in Nova Scotia s tourism industry growth. Victoria County is poised to further succeed as both an important benefactor and contributor within a Nova Scotia and Cape Breton context. There is clearly more opportunity to leverage the county s provincial icons to attract visitors, anchor awareness and enhance market appeal. Victoria County offers numerous world class scenic, outdoor, historic and cultural experiences. Among these are the world-famous Cabot Trail, Cape Breton Highlands National Park, Bras d Or Lake, Alexander Graham Bell National Historic Site, seven provincial parks, two of Canada's top golf courses - Highlands Links and Bell Bay, Baile nan Gàidheal Highland Village, Colaisde na Gàidhlig The Gaelic College, Celtic Colours International Festival and a wide range of other festivals such as the Cabot Trail Relay Race, KitchenFest and Cabot Trail Writers Festival. A more detailed inventory of tourism assets is found in Appendix A. Victoria County s natural and cultural experiences present it with a critical competitive advantage. These features of the county are perfectly aligned with the interests of TNS s and DCBA s priority high yield EQ target markets the Cultural Explorer and Authentic Experiencer. 3.1 Victoria County Outdoor Tourism Assets Nature Based Assets From the ecosystem of the Bras d Or Lake to the rugged Cape Breton Highlands, Victoria County is deeply connected to nature a fact that is reflected in the County logo. 8 Located between the Highlands and the seacoast, Victoria County is a majestic natural area. The dramatic and beautiful features include sheltered beaches, forests, scenic viewscapes, waterfalls and valleys. This strong foundation in nature is enhanced with the designation of 40 percent of the land mass of Victoria County under Parks or Protected status. Cape Breton Highlands National Park showcases spectacular ocean and mountain views and a pristine forested plateau bordering the Atlantic Ocean. The Victoria County side of the park features popular campgrounds and hiking trails, as well as beaches, rivers, waterfalls, rocky coastlines and a tundra-like plateau known as the Cape Breton Highlands. Park wildlife features a variety of mammals and raptors with common sightings of eagles and moose. Whales, dolphins and seals can often be seen from the park's coastal hiking trails and scenic lookoffs. The Bras d Or Lake watershed area is a Biosphere Reserve - an international designation of recognition from the United Nations. Bras d Or Lake is an inland sea of partially fresh/salt water. The Mi'kmaq Nation refer to it as Pitu'pok, roughly translated as "long salt water". Bras Group ATN Consulting Inc. pg. 19

34 d'or Lake is roughly 100 km in length and 50 km in width, and is surrounded almost entirely by high hills and low mountains. The Polletts Cove-Aspy Fault Wilderness Area (PCAFWA) in northern Cape Breton is described as a spectacular mix of highland plateau, steep mountainous slopes, and coastal features. Outdoor activities are extremely popular among visitors to Nova Scotia. Outdoor recreational opportunities available in Victoria County include hiking, cycling, kayaking, camping, and hunting, among others. Outside Magazine rates cycling the Cabot Trail as one of Canada s top 20 adventures. Two popular cycling magazines, Bicycling and Canadian Cycling Magazine rate cycling the Cabot Trail as one of the top routes in North America. Lonely Planet rates Cape Breton Island and the Cabot Trail as one of the world's 10 greatest cycling routes. Victoria County boasts a wide array of outstanding trails to meet the demands of the nature inclined tourist, allowing visitors to fully experience the natural environment and inspiring landscape. Trails range from modest local recreation to dramatic word class coastal trails. Trails are a valuable asset as hiking is one of the most popular activities for out-of-province visitors Golf Assets Victoria County is home to two world class courses. Bell Bay Golf Club and Cape Breton Highlands Links are among Canada s top courses. Cape Breton Highlands Links is a Stanley Thompson designed course located in Ingonish Beach. The club is in a gorgeous setting bordered by water and mountains and is considered one of the finest in Canada. The course was once named Canada s No. 1 golf course and is currently ranked sixth in the country. Baddeck s beautiful Bell Bay Golf Club was awarded Best New Course in Canada by Golf Digest in 1998 and is ranked in the Top 100 Courses in Canada by Score Golf Magazine. Bell Bay offers a commanding view of Bras d Or Lake (including Alexander Graham Bell s summer estate), offering panoramic views from virtually every hole. Baddeck Forks Golf Club is a popular ninehole course. DCBA and Golf Cape Breton have taken a leading role in the development of golf and its promotion outside of Cape Breton. The Victoria County courses contribute to Cape Breton Island s reputation as one of the best golf destinations in Canada and eventually one of the best in North America. Both golf courses are important economic generators for the county - especially in the shoulder seasons. 3.2 Victoria County Cultural Assets There is a rich selection of cultural attractions, museums, art studios and related experiences throughout Victoria County. For example, there are roughly twenty artisan shops and galleries operating in the county (Appendix B) contributing to a creative cluster. Many of these are active 2017 Group ATN Consulting Inc. pg. 20

35 studios. Some of the higher profile cultural attractions and museums include: Alexander Graham Bell National Historic Site, Baddeck with paid attendance of 83,000 Colaisde na Gàidhlig The Gaelic College, St. Ann s Baile nan Gàidheal Highland Village, Iona with annual visitation of over 21,000 Giant MacAskill Museum, Englishtown St. Paul Island Museum & Lighthouse, Dingwall North Highlands Community Museum & Culture Centre, Cape North; and Wagmatcook Culture & Heritage Centre Festivals There are many festivals in Victoria County, ranging from international draws to community celebrations, spanning culture, music and sport. The county s tourism season could be viewed as being anchored by festivals. Generally, the tourism season begins with Cabot Trail Relay Run in late May and ends after the Celtic Colours International Festival in October. A detailed listing of festivals and events is found in Appendix C. The most popular of these festivals is Celtic Colours - a nine-day music event celebrating Cape Breton. While Celtic Colours is an island wide event, Victoria County is a focal point of the festival, including the popular Festival Club based at Colaisde na Gàidhlig. Festival attendance from outside Nova Scotia (both Canada and internationally) has been growing steadily for the past few years. The return to Cape Breton communities is significant - $13.2 million in KitchenFest! is a growing Island-wide festival that kicks off the summer season (the first week of July) for Cape Breton. The festival is organized by Colaisde na Gàidhlig The Gaelic College. The Kitchen Fest Partnership involves local entertainment venues, restaurants and Parks Canada - attracting 8,000 guests in The County plays host to a wide range of other festivals. For example, the Englishtown Mussel Festival is an important culinary event attended by many visitors from outside the area. The Cabot Trail Writers Festival is a highly-regarded event that has been attracting visitors from outside the province and country for the past decade. Àros na Mara World Oceans Day Festival is an annual event, focussed on Bras d'or Lake and its respected UNESCO Biosphere Reserve designation. Festiville Baddeck - a street festival involving vendors, music and entertainment - is held one evening in each of the months of July, August and September, attracting large crowds, while local businesses reap substantive benefits. 3.3 Sea Coast and Bras d Or Lake Inland Assets Sailing and Cruising The 450-square-mile Bras d'or Lake is a premier destination for cruising yachts in eastern Canada. The lake offers hundreds of anchorages, and deep, well-marked water. Bras d'or Lake presents an opportunity for cruising vessels to explore a vast area of salt water, little tide influence and few navigational hazards. In many places the shoreline is bold and boats may put 2017 Group ATN Consulting Inc. pg. 21

36 their bows on the beach with plenty of water beneath the keel. 3.4 Victoria County Assets to Support Year-Round Tourism (Winter Tourism) Victoria County is well positioned with opportunities for visitors to appreciate the winter tourism experience. The county is often referred to as the province s snow belt. The average annual snowfall in Ingonish for example is nearly 4 metres cm (393 cm), more than double that of Halifax (154 cm) 9. These conditions support cross country skiing, snowshoeing and downhill skiing options. There is also an extensive network of groomed snowmobiling and ATV trails throughout Victoria County. The province is building a highway overpass, to carry a new multi-use trail in Baddeck over Highway 105 to further support these activities 10. The new infrastructure will provide trail users with safe access between Baddeck and Cape Breton Highlands, opening up new tourism opportuneness. The number varies, but about a dozen winter accommodations are available in Victoria County. Three winter festivals played a prominent seasonal role in 2017 Hello Winter in Baddeck, Bay St. Lawrence Winter Festival and Victoria County s Winter ActiveFest. Victoria County is home to many outdoor rinks, including an Olympic size outdoor rink in Ingonish as well as, an indoor rink at Victoria Highland Civic Centre in Baddeck along with the Baddeck Curling Club. Ski venues include North Highlands Nordic Ski facility in Cape North, Ski Tuonela at Goose Cove and Ski Cape Smokey in Ingonish. 3.5 Culinary Experiences Victoria County boasts many exceptional culinary experiences ranging from fine dining, pubs, casual, take-out, a craft brewery (only the second organic brewery in Canada), to picnics and seaside lobster boils. Visitors are increasing seeking out ways to experience communities and the local way of life. For example, the Englishtown Mussel Festival is a popular event that attracts repeat visits and promotes this local, fresh delicacy. Similarly, Parks Canada s lobster boil beach events and its perfect picnic partnership with Destination Cape Breton have been a huge hit with visitors. Local food and drink is one of the more popular ways for visitors to access community experiences and create local connections when travelling. Food is an increasingly important element of the travel experience. Travelers are planning their trips around where to eat seeking quality, locally inspired food and beverage experiences. Eating connects visitors to the area and offers unique insight into the local culture. Access to fresh local ingredients provides restaurants and dining experiences with a clear Group ATN Consulting Inc. pg. 22

37 competitive advantage. In particular, accessible fresh local seafood positions county food services to respond to intense market demand for these products. Cape Breton lobster is considered to be among the best in the world due to colder water and the local environment. Many visitors to the county are aware of this leading reputation and are inspired to sample the delicacy at its origin. Victoria County also has a leading reputation for snow crab, mackerel, cod, haddock, and mussels, among many others. In some cases, the culinary experiences can be used to address several strategic priorities at once. Within Cape Breton there have been operators who collaborate with each other to bundle experiences for visitors such as pulling a lobster trap. Caught in season, the lobsters are placed back in a trap and set in the water so that a visitor can pull the trap. The lobster is then prepared and consumed, while local music is played. This combines culture, culinary, outdoor, and sea/costal experiences in one bundled experience-based product. 3.6 Victoria County Tourism Infrastructure Victoria County has a solid and varied accommodation base to support overnight stays in the county, while leveraging associated economic impacts. The county offers: 12 campgrounds; and Approximately 1,200 rooms from a wide variety of fixed roof accommodations including: inns, resorts, cottages and cabins, bed and breakfasts, and vacation homes. The largest share of the room supply is in the Baddeck area (approximately 50%). The remainder is spread throughout the county including St. Ann s Bay, Ingonish, Top of the Island, Iona and Boularderie Group ATN Consulting Inc. pg. 23

38 4 STRATEGY 4.1 SWOT Analysis A SWOT (strengths/ weaknesses/ opportunities/ threats) analysis was undertaken to provide focus for the Victoria County Tourism Strategy. SWOT is a structured planning method that relates the tourism objectives for Victoria County to internal and external factors that are favorable and unfavorable. Strengths: Characteristics of Victoria County that provide it with an advantage over other destinations. Weaknesses: Characteristics of Victoria County that put it at a disadvantage relative to other destinations. Opportunities: Prospects that Victoria County could exploit to its advantage; and Threats: Environmental factors that present risk. SWOT is an important tool in ensuring strategic fit, while supporting planning around strategic priorities and initiatives Strengths The characteristics of Victoria County that give it an advantage over other destinations are outlined in this section. Victoria County offers numerous world class scenic, outdoor, historic and cultural experiences some of which include the world famous Cabot Trail, the Alexander Graham Bell National Historic Site, the Cape Breton Highlands National Park, seven provincial parks, two of Canada's top golf courses, Highlands Links and Bell Bay, the Cabot Trail Relay Race, Baile nan Gàidheal Highland Village a provincial museum, Colaisde na Gàidhlig The Gaelic College, KitchenFest and the Celtic Colours International Festival. Victoria County is well positioned to attract and host the priority EQ market segments - Cultural Explorers, Authentic Experiencers and Free Spirits (midterm focus) - targeted by Tourism Nova Scotia and Destination Cape Breton. These three segments are currently well represented in Victoria County visitation collectively representing 33% of CBH visitors and 36% of visitors to the Bell Museum. Victoria County has an exceptional value proposition for nearly all of the ten most appealing activities for each of these three segments. A prime example is marine life viewing (e.g. whale watching) topping the list of most appealing experiences for all three segments. Victoria County is contributing to the exceptional performance of Cape Breton. In 2016, Cape Breton greatly outperformed the province overall with an 18% jump in room sales. At the same time, Cape Breton Highlands traffic climbed by 23%. By all accounts, 2017 is expected to be another banner year Group ATN Consulting Inc. pg. 24

39 Victoria County has the attributes of a world class natural destination. Cape Breton Highlands National Park. Victoria County is deeply connected to nature from the rugged highlands to the ecosystem of the Bras d Or Lake. Home to two of Canada's top golf courses Cape Breton Highland Links and Bell Bay Golf Club. The county is an outdoor destination second to none. The area s natural beauty, scenery, peacefulness and tranquility provide visitors with an excellent opportunity to enjoy the outdoors. 40 percent of the land mass of Victoria County is designated under Parks or Protected status. The Polletts Cove-Aspy Fault Wilderness Area (PCAFWA) is a spectacular wilderness area. In addition to the iconic Highlands National Park, the county has eight provincial parks, including the Ross Ferry Marine Park. Hiking trails are a vital tourism asset in Victoria County with a wide range of outstanding trails, allowing visitors to fully experience the natural environment and inspiring landscape. The county s 30+ trails range from modest and easily accessible active use local recreation trails to dramatic word class iconic coastal trails. A third (34%) of out of province visitors to Cape Breton participate in hiking. Among international visitors, the participation rate is more than 50%. Victoria County delivers on the natural activities that are most appealing to the priority segments: marine life viewing, wildlife viewing, national parks, natural wonders and beautiful coastlines/beaches. Other popular outdoor recreational activities available in the county include cycling, mountain biking and kayaking. Outside Magazine rates cycling the Cabot Trail as one of Canada s top 20 adventures. Two popular cycling magazines, Bicycling and Canadian Cycling Magazine rate cycling the Cabot Trail as one of the top routes in North America. Lonely Planet rates Cape Breton Island and the Cabot Trail as one of the world's 10 greatest cycling routes. A number of compelling waterfalls including the highest in the province. Night sky visibility is excellent (even the Northern Lights are reportedly visible at times) as a result of minimal light pollution. Abundant wildlife - including moose.; and Storm watching Group ATN Consulting Inc. pg. 25

40 Victoria County has the attributes of a world class cultural destination. The county is rich in authentic cultural experiences (e.g. Gaelic, Mi kmaq) and the related music, storytelling and history. Compelling Gaelic tourism assets including the Baile nan Gàidheal Highland Village and the Colaisde na Gàidhlig The Gaelic College offer immersive Nova Scotia Gaelic culture experiences. These experiences are uniquely Nova Scotian, while rooted in Scotland. Wagmatcook has a history in the region dating back 11,000 years. The Wagmatcook Culture & Heritage Centre features storytelling, art and interpretation showcasing Mi'kmaq culture, the early ways of life, hunting and fishing traditions, language, spirituality and ceremonies. Other higher profile cultural attractions and museums include: Alexander Graham Bell National Historic Site, Giant MacAskill Museum, St. Paul Island Museum & Lighthouse and the North Highlands Community Museum & Culture Centre. Victoria County delivers on the cultural activities that are most appealing to the priority segments: historic sites, heritage sites and small towns / villages. A strong offering of artisans, art studios and related experiences throughout Victoria County. Roughly twenty artisan shops and galleries operate in the county contributing to a creative cluster. Many of these are active studios where visitors can meet the artisan at work. A large portion of Island artisans are located in Victoria County - often existing in creative clusters providing a critical mass of distinctive artisans. Over 60 artists are involved in Victoria County Creates. Celtic Colours is a world renowned nine-day music festival celebrating Cape Breton. The event taps into the Island s vibrant communities attracting nearly 13,000 visitors from 24 countries in 2o16, at a time when visitation is slowing for many other areas. KitchenFest! is a growing Island-wide festival that kicks off the summer. The festival involves local entertainment venues, restaurants and Parks Canada - attracting 8,000 guests in Other festivals include Hike the Highlands, Englishtown Mussel and Blueberry Festivals; as well as many smaller festivals, cultural and social events Evening Ceilidhs are held in communities throughout the county; and One third of the province s pleasure travellers visited a craft shop/studio (33%) or museum (31%) Group ATN Consulting Inc. pg. 26

41 Victoria County s has a compelling combination of Sea Coast and Bras d Or Lake / Inland Sea based experiences. Victoria County offers 100 s of kilometers of majestic coastline where swift flowing rivers meet with sheltered beaches and rugged shoreline. The Bras d Or Lake / Inland Sea. The Bras d Or Lake watershed area is a UNESCO Biosphere Reserve. Iona s Àros na Mara World Oceans Day Festival celebrates the Bras d Or Lake and also raises awareness about the potential for a marine research science centre. Bras d Or Lake is a top sailing destination, with Baddeck providing services to visiting yachts (i.e. Bras d'or Yacht Club, Baddeck Marine). Bras d Or Lake is popular with cruising vessels and is an excellent diving site. Victoria County delivers on the water based experiences that are most appealing to the priority segments: marine life viewing, beautiful coastlines and beaches, and waterfront resorts. Half of the pleasure visitors to NS participate in coastal sightseeing (47%) with 41% visiting a beach. One in ten visitors visit the Bras d Or Lake Biosphere (12%) and take a whale watching excursion (10%). The county offers excellent whale watching with a high success rate. Beaches, coastal hiking even surfing. Rich kayaking experiences including Northern Cape Breton, Ingonish, St. Ann s Bay and Bras d Or Lake. Iona, Wagmatcook and Baddeck offer water access sites on the Bras d Or Lake as part of the Trans Canada Trail The Great Trail. An extensive active commercial fishing industry. Recreational fishing salt water, lake and river; and Lighthouses and related museums. Victoria County has a strong competitive advantage in the availability of experiences for all seasons most notably snow based winter experiences relative to much of the Maritimes. The county features eight snow belts and the highest snow fall in the province. Ingonish, for example has more than double the annual snowfall of Halifax. A variety of winter outdoor activities including, cross country skiing, downhill skiing, snow shoeing (including guided hikes) Ice fishing, outdoor rinks (including an Olympic sized hockey rink). North Highlands Nordic Ski Club offers high quality cross country skiing with groomed trails and facilities the province s center of excellence. Ski Tuonela - telemarked and cross country ski venue with accommodations. Other cross country skiing options include Bell Bay Golf Course and Dennison Road trail. Existing Ski Cape Smokey downhill ski infrastructure. Victoria Highland Civic Centre (indoor rink) and the Baddeck Curling Club in Baddeck Group ATN Consulting Inc. pg. 27

42 An extensive network of groomed snowmobiling and ATV trails throughout Victoria County; and The county has accommodations that are operating in the winter and other accommodations that are potentially available to open if demand warranted. Victoria County has elements of a strong culinary tourism experience. Victoria County has a core of excellent and varied dining experiences Dining at restaurants offering authentic local cuisine was among the top four most appealing activities for all three priority segments. Northern Cape Breton Development Society has for several years offered visitors the Tour de Seafood - A Taste of Nova Scotia s Seafood Trail includes three Victoria County Restaurants. The county provides great home cooking featuring local ingredients; and One in ten pleasure travellers to NS visit a craft brewery (12%). The county boasts award winning Big Spruce Brewing Company and Yankee Line. Victoria County offers a wide variety of compelling community experiences in its many small towns and villages. Abundance of small scale community events that are of potential interest to visitors. Diverse, inclusive and welcoming community attracts energy ideas, innovation and residents from outside the community. A wide range of community based festivals, and cultural and social events. Evening Ceilidhs in communities throughout the county. Victoria County delivers on the community experiences that are most appealing to the priority segments: visiting small towns / villages and interacting with locals. Victoria has three farmers markets Cape North, Ross Ferry and Baddeck. One quarter of the pleasure visitors to NS attend farmers markets (26%); and Visitors experience communities in part through a wide range of excellent local creators Weaknesses The characteristics of Victoria County that interfere with its performance as a tourism destination are outlined in this section. Visitors frequently arrive with little understanding of the geography and wealth of experiences available in the County. This is unfortunate - with insufficient planning, visitors are ill equipped to fully connect with and appreciate with county experiences. When visitor stays are cut short, their experience and satisfaction are compromised. This has the potential to adversely impact the opportunity to generate repeat visitation and the ambassadorial role that can be played by visitors who have the benefit of a more complete experience in the region Group ATN Consulting Inc. pg. 28

43 Victoria County is a municipal unit, rather than a destination in the mind of consumers. A common message from informants was that travelers do not recognize county lines in fact, international visitors may not even see provincial boundaries. The visitor sees services and experiences what s unfolding in front of them regardless of where they are. The geography not geographic boundaries - is important. A number of weakness were noted for Victoria County s natural outdoor experiences. Hiking trails maintenance in Victoria County needs to be improved. Wayfinding is subpar on some hiking trails; and Scenic viewscapes and look offs are not always well maintained. Access to sea coast and Bras d Or Lake based experiences is often a challenge. The availability of fresh local seafood for visitors is an issue. Insufficient places to launch a kayak etc. Inadequate knowledge of beaches and other local treasures. Access to and awareness of ocean viewscapes from the Cabot Trail. Lack of behind the scenes access to the commercial fishery. Insurance is an issue that impedes developing visitor experiences related to the commercial fishery. The forgone revenue from commercial operations to offer tours was also noted; and Seacoast scenic look off maintenance and access. Enabling visitors to experience all seasons is a daunting challenge for both the county and the Island generally. The area experiences two extremes. There are periods in the summer and fall (e.g. Celtic Colours) when the county s tourism infrastructure is at capacity or even strained. Outside of this period, there are often few visitors. This makes it difficult for operators to justify the investment of money and time to extend the season. The business case to renew and refresh in order to stay current and appealing is generally a challenge. Seasonality is a complex problem that is not unique to Victoria County. Broad seasonality issues include: Many tourism related businesses and attractions are closed outside of the peak season. Cape Breton Highlands National Park has reduced services in the spring, fall and winter. Seasonality contributes to insufficient reinvestment in tourism infrastructure. The Seasonal Tourist Business Designation 11 is a disincentive to open in the off-season. 11 The issue arises with Bill 191 in 2005 and amended section 72 of the Municipal Government Act by adding (6A) which the tax rate for the part of commercial property that is identified on the assessment roll as being occupied by a seasonal tourist business shall be 75% of the commercial tax rate. In the first year of this change, municipal units refunded the 25% to qualifying business. The municipal units refunded some $200,000 to business. Victoria County was disproportionately affected and refunded $127,000 due to a high proportion of commercial assessment tied into tourism. The next closest municipal unit was Inverness - refunding $17,000. The rebate is available to fixed roof accommodations, campgrounds and restaurants. The program is overseen by the Property Valuation Service Corporation with eligibility based on a four month closure (does not need to be consecutive). TIANS asserts that the provincial legislation has had the unintended consequence of discouraging year round tourism. In Victoria County this includes festivals and special events (including sports), and winter related tourism impacted due to lack of accommodation and 2017 Group ATN Consulting Inc. pg. 29

44 Quality service is not maintained consistently throughout the operating season. Attitudes and dependency regarding the social safety net. Spring season demand is weak; and Periods of insufficient accommodation availability in the peak season (e.g. visitors arriving without a reservation when the area is fully booked). Aspects specifically related to winter (beyond those noted above) include: The energy, time and investment that would be required to become a true winter destination is significant. A long-term commitment will be necessary to build confidence and momentum with accommodations, restaurants, parks, attractions etc. The winter product is in varying degrees of market readiness. Winter weather is unpredictable. The snow can t always be depended on and extreme weather events are becoming more prevalent. This makes outdoor event planning and hosting more difficult; and Winter power costs can be prohibitive. Visitor access to high quality local culinary experiences must be improved. Many areas of the county have limited restaurant options especially non-peak season. Insufficient access to fresh local seafood. Insufficient locally inspired dining options; and Some operators must embrace and take pride in local fare. Visitors to Victoria County are not fully experiencing communities off the Cabot Trail. The northern areas of Victoria County and other communities are not considered an official part of the Cabot Trail; and Wayfinding and signage to off-trail communities is weak. Victoria County operators are challenged to meet their workforce requirements. Employee availability is a challenge as it is increasingly difficult to attract seasonal employees. Labour supply is an issue in all areas, but is particularly acute for larger operators. Attracting, retaining and motivating the seasonal workforce can be difficult. Insufficient housing accommodation for the seasonal workforce in many areas and workers find it difficult to incur the costs of longer commuting distances. A gap in county s cohort means over reliance on younger and perhaps less inexperienced staff. food service Group ATN Consulting Inc. pg. 30

45 Aging demographics and a lack of succession planning among owners; and Training is an ongoing issue. The mindset of Victoria County residents and businesses can inhibit tourism growth. Not all residents and businesses appreciate the importance of the visitor economy (as is true with most visitor hotspots, many of the year-round residents feel displaced by visitors during the high season). Victoria County success is inhibited by infrastructure weaknesses. Connectivity for visitors (both cell service and Wi-Fi) is limited. Service in many areas is not at the level expected by visitors. Broadband speeds (low download and upload internet speeds) makes operating a business challenging. This can constrain Wi-Fi quality for visitors. Highways and roads are in need of repair and maintenance. The need for improved basic visitor service infrastructure (e.g. garbage receptacles, washrooms, laundry). Grocery shopping is unavailable in Baddeck an Sunday. Poor signage including maintenance, aesthetics and clarity (e.g. closed vs open). The cost and the dependability of the Englishtown and Little Narrows Ferries was noted. Some areas of Victoria County are underserved by accommodation, gas, food and other services; and Snow clearing on North Shore roads, Bay St. Lawrence Road and Meat Cove Road is challenging and will be a greater limitation as winter tourism is pursued. Further, the failure to keep North Mountain open in the winter is detrimental to winter tourism as it severely limits the travel options for visitors Opportunities Opportunities for Victoria County to further exploit its strengths and mitigate weaknesses are outlined below: The County s strong positioning as a natural destination presents a number of opportunities. The Seawall Trail development with a multi night supported hike including back country accommodation. Develop more outdoor oriented activities (e.g. zip line). Promote wildlife viewing (e.g. moose, seal). There is plenty of excess capacity on the county s hiking trail network. Improve the market readiness of area hiking trails. Maintain and improve scenic viewscapes, including the many community-managed harbours in the county; and Develop the Cabot Trail and other cycling routes in the county for inclusion in Nova 2017 Group ATN Consulting Inc. pg. 31

46 Scotia s cycling blue designation. The County s strong positioning as a cultural destination presents a number of opportunities. The Baile nan Gàidheal Highland Village $3.6m redevelopment plan to provide enhanced visitor experiences and additional capacity for cruise visitors. Expand programming and visitor experiences at the Alexander Graham Bell National Historic Site. Build on the artist residency program; and Focus on the strong Gaelic history of the Northern part of county. In particular, the forgotten Gaelic Community of Black Point is both historically and culturally significant, an area which can be easily marketed to visitors. It helps that the location is an incredible viewscape. Develop Mi kmaq First Nation products and experiences to meet growing demand among travellers. Support the ongoing development and market readiness of Wagmatcook arts and culture experiences. Support and partner on relevant initiatives arising from the Unama ki tourism strategy. Where appropriate, highlight the First Nation perspective in other tourism initiatives (e.g. trail development, Bras d Or Lake interpretation); and Englishtown Ridge Campground is now owned and operated by First Nation members. Access to sea coast and Bras d Or Lake / Inland Sea experiences could be improved. Support the further development of opportunities for visitors to fully experience and appreciate the seacoast since the ocean is such a compelling motivator for Cape Breton visitors. The Àros na Mara Marine Science Centre is a major potential development that would significantly improve visitor understanding and access to the Bras d Or Lake experience. Further leverage the UNESCO Bras d'or Lake Biosphere Reserve brand and provide visitors with more opportunities to experience touch and feel the Lake and its significance. Increasingly highlight the Bras d Or Lake association with the Baile nan Gàidheal Highland Village and the Bell Museum (e.g. their commanding view of the Lake). Enhance awareness of underutilized area beaches. Improve Scenic look off maintenance and access. Respond to visitor interest in the local way of life including learning about local fishing practices and possibly catching their own supper; and St. Paul Island itself should be marketed and developed as a destination. It is a popular tourist destination for radio operators and divers, but difficult to get to. It is historically significant as the Graveyard of the Gulf and is the perfect venue for adventure tourism Group ATN Consulting Inc. pg. 32

47 There are opportunities to create a destination where visitors can experience all seasons. Extend the season (e.g. fall colours often peak in late October, strategic festival development). A non-resident moose hunt would attract high yield visitors and support employment and economic activity during a traditionally slow period when commercial fishing is out of season and tourism is slowing. Develop year-round camping shelters; and Extend the season of the National Park and provincial parks. There are opportunities to enhance Victoria County s winter destination appeal specifically. Snow based tourism is a way for the county to set itself apart and capitalize on a key competitive advantage. Promote the county as a Winter Wonderland. Provide snowmobile access into Baddeck, Ingonish and the Northern Cape Breton communities cut off by the Cape Breton Highlands National Park and Pollets-Cove Aspy- Fault Wilderness Area. The year-round operation of Keltic Lodge (50 rooms and a spa) would be a boost to the community and allow for staff continuity. A partnership between Golf North and Ski Cape Smokey would better position the hill for growth, including new investment. Provide tax relief for businesses to extend their season; and Further develop winter experiences. Improve community access for visitors. Authentic local experiences are growing in popularity among travelers. This local philosophy means that guests are seeking insight into the surrounding areas and way of life. Reposition the Baddeck VIC as the Victoria County VIC. The Cabot Trail Façade Program is a 50/50 cost sharing initiative between ACOA and businesses, to support storefront improvements. Over fifty businesses will have the opportunity to invest in façade improvements. Expand evening activities for visitors to the area. Provide visitors with more dining choices through increased options and extended hours. Improve route and wayfinding signage, literature, etc. to encourage visitors to get off the beaten path and experience small communities off the Cabot Trail 43 sites will be cleared and developed by the Cabot Trail Viewscapes program in Cabot Trail Streetscapes program will provide new gateway signage and photo opportunities in 2017; and 2017 Group ATN Consulting Inc. pg. 33

48 Expand community experiences. Most (85%) leisure travelers decide on activities only after arriving in a destination and 50% of leisure travelers use their smartphones to research and select those activities. 12 Build human capital in Victoria County through established and new partnerships. Grow utilization of the NSCC Marconi campus as a resource for labour force training (e.g. seasonal and older workers). Work with partners such as TIANS and NSCC (e.g. Wagmatcook Campus) to upgrade skills and management capabilities among the workforce using a mix of in-person and on-line training. First Nation communities are a striking exception to the aging population with its relatively young population. Leveraging these communities and their interest in both employment and entrepreneurship development is an opportunity to: o Alleviate tourism workforce challenges in the county. o Support succession planning; and o Increase the diversity of tourism product offered throughout the region. Further support for the county s vibrant creative sector will attract more young artisans to the area; and New business start-ups are an increasingly important source of economic growth. However, young entrepreneurs must be supported through financing, incubators and supportive business climate. Victoria County has historically attracted new entrepreneurs and this must continue to be nurtured. Improve communication and advocacy to support tourism growth. Formulate a municipal advisory tourism committee that meets quarterly on the tourism strategy. The committee would provide recommendations related to advancing the Victoria County Tourism Strategy to the CAO, Municipality of the County of Victoria. Better understand opportunities to leverage partnerships (including DCBA) to advance the Victoria County Tourism Strategy. Increase youth engagement. Build confidence and optimism to increase operator commitment and investment. Increase engagement among area businesses for networking and package development (e.g. workshop to promote awareness, collaboration and partnerships). Local operator websites should accommodate the increasing use of smartphones and other mobile devices to find information on local accommodation, meals and activities. Engender a common theme the visitor may not recognize county lines but they may recognize common branding and messaging. Carrying this forward, an app-based 12 and Google Trends 2017 Group ATN Consulting Inc. pg. 34

49 rewards program could be developed that offers visitors incentives for local purchases, length of stays, or other benefits from greater local spending. Visitors are increasingly looking for high quality culinary choices and are actively seeking out local food and drink when travelling. Food is an increasingly important element of the travel experience. Travelers are planning their trips around where to eat seeking quality, locally inspired food and beverage experiences to help them connect to the area, while offering unique insight into the local culture. Culinary travel experiences are now the most popular method for driving tourism business. Food has an unmatched ability to communicate a unique sense of place. Local cuisine provides a direct connection to the history of a region, the soul of its people and the rhythm of daily life. With a TNS focus on culinary and the recent completion of a culinary tourism roadmap for Cape Breton Island, the destination is preparing to capitalize on this social trend. 13 Add to the core of high quality dining experiences already offered in the county. Develop more quality authentic local food experiences for visitors (e.g. organic mussels, mackerel, lobster) throughout the county. Develop innovative dining options to further build on experiences such as the lobster beach boil and picnics to go; and Develop participatory culinary experiences where visitors learn how to prepare local products Threats External factors that pose a threat to tourism growth in Victoria County are outlined below. Resident population demographics o Aging and declining rural populations. As is the case with all rural Nova Scotia, the population of Victoria County has been in steady decline. The county s population decreased from 7,757 in 2006 to 6,870 in 2015 a contraction of 11%. o Declining youth population o Attracting new Canadians through immigration was raised as an important objective for many communities as one measure to address population decline. Notwithstanding, efforts and resources from a number of partners must be focused on enhanced support re-location services, settlement services and assistance in helping immigrants find meaningful employment. Underpinning these efforts is the need for welcoming communities. Labour supply and dynamics. o Labour force participation in Victoria County is lower than the province as a 13 and Skift 2017 Group ATN Consulting Inc. pg. 35

50 whole. The unemployment rate is also higher. o Peak season workforce availability is constrained. This is exacerbated by limited availability of affordable housing for workers travelling from outside the community. In recognition of the importance of natural resources to the success of the strategy, ongoing tourism access and enjoyment must be undertaken with a sustainable long term view. Given escalating capacity pressures in certain area of the county during peak season, degradation of the natural resource must be actively managed against. Intense competition among tourist destinations means that Canada has been struggling to maintain its position in international markets. Climate change could undermine the county s position as a winter destination. Additionally, the rising sea level and greater storm activity will impact the Victoria County coastline. External market forces, such as exchange rate fluctuations, travel restrictions and other geo-political factors can be both helpful and harmful; and Limited investment in in-province and Atlantic regional tourism markets that may be a key part of supporting off-season tourism opportunities. 4.2 Strategic Summary Culture, nature and the Sea/ Bras d Or Lake experiences were consistently offered as outstanding aspects of the county s unique competitive positioning. Victoria County has world class attractions, combined with compelling community experiences. The county has an array of rich and diverse visitor experiences. The county is anchored by unique world class icons including The Cabot Trail, Bell Museum and Bras d Or Lake. The county has aspects that are globally unique the Bell Museum and Cabot Trail for instance and two golf courses that are among the best in the country. Furthermore, a significant element of the county s visitor experience is the diverse array of community experiences within the umbrella of the Cape Breton. On the other hand, culinary and year round tourism were seen as areas of development assets that currently have considerable untapped potential. Both the culinary and winter experience in Victoria are seen to have a strong foundation, but with considerable opportunity for improvement. Culinary in particular is seen as an area warranting attention to realize its full potential to dramatically enhance the visitor experience in Victoria County. On the following page, Figure 10 summarizes the Tourism Strategy for Victoria highlighting the five strategic themes: Outdoor Experiences Cultural Experiences Sea Coast and Bras d Or Lake / Inland Sea Experiences 2017 Group ATN Consulting Inc. pg. 36

51 Experiences Throughout all Seasons; and Culinary Experiences. Culinary is featured in the centre as it features aspects from the other four themes. The righthand column outlines the strategic pillars or activities that will enable successful activation of the strategy (e.g. research, experience development, human capital development, infrastructure improvement and marketing, among others) Group ATN Consulting Inc. pg. 37

52 Figure 10 Victoria County Strategic Themes 2017 Group ATN Consulting Inc. pg. 38

53 4.3 Strategic Initiatives Initiatives arising out of the strategic analysis and priorities for Victoria Country are outlined below under each of the county s strategic priorities. Enhance and Develop Nature Based Experiences in Victoria County The Sea Wall Trail has the potential to be a world class multi-day signature hiking experience. The Seawall Trail is envisioned as an epic trek along the coast and cliffs of Northern Cape Breton. The Seawall Trail will potentially attract hiking enthusiasts from around the globe and will help to further establish Nova Scotia as a world-class hiking destination, while making a substantial economic impact in the area. The trail will require substantial funding to support the necessary infrastructure. The Humes River Wilderness Trail is a proposed hiking trail beginning at Wagmatcook First Nation that would complement the existing trail network in southern Victoria Co. Increase maintenance, enhancement and market readiness of existing trails. Work with NS Transportation and Infrastructure Renewal, Bicycle Nova Scotia and other partners to achieve Blue Route designation; and Promote and encourage the use of the Trans Canada Trail/The Great Trail water access sites in Enhance and Develop Culture Based Experiences in Victoria County Baile nan Gàidheal Highland Village has the potential to expand programming and serve more visitors through a $3.6 million-dollar reinvestment to enhance the visitor arrival/welcoming experience, expand visitor programming and interpretation among other improvements. Fully support Wagmatcook and the Unama ki Tourism Association in their strategic planning process to thoughtfully grow community capacity for First Nation visitor experiences. Today s travellers are increasingly seeking self-discovery through Aboriginal travel experiences. There is growing awareness that Aboriginal travel leads to selfdiscovery and personal growth, due to the self-reflection triggered by the new perspective. Visitor s desire to feel something different and do something different in a unique environment through a unique culture is compelling. There is more enthusiasm for physical involvement in First Nations experiences, including canoeing, kayaking hiking, walks, nature observation, and indoor activities, relative to passive involvement which is typically less compelling for visitors. The Alexander Graham Bell Association and the Alexander Graham Bell Foundation were formed to provide the Museum with more flexibility and resourcing opportunities to capitalize on the potential to enhance the Bell visitor experience, drive economic development and act as a catalyst for greater community engagement. Continue to develop technology based experiences, such as virtual reality, to interpret the Alexander Graham Bell and other key area assets Group ATN Consulting Inc. pg. 39

54 Further leverage the unique tourism potential at the Colaisde na Gàidhlig Gaelic College; and Enhance visitor experiences at the North Highlands Community Museum & Cultural Centre, and St. Paul Island Museum & Lighthouse. Enhance and Develop Sea Coast and Bras d Or Lake /Inland Sea Experiences in Victoria County Promote the Bras d'or Lake Biosphere Reserve and work with partners in developing Biosphere experiences. Àros Na Mara Marine Sciences Centre is proposed as a major Bras d Or Lake tourist attraction, research facility and educational centre. Now that the initiative has a building, there are programming opportunities. Phase 2 including science labs, Shelter Cove enhancements and the Spirit of the Lake Speaks interpretive element is budgeted at $6.1m. Phase 3 including interpretation and aquaria is budgeted at $8.9m. Enhance the visitor mindset in the fishing sector (visitor experience development - including insurance, access to fresh local seafood, workforce improvements; and Develop new or enhance existing viewscapes and look-offs in partnership with the Cabot Trail Steering Committee among others. This includes maintenance, signage and designation. Great scenery is part of the county s USP managed viewscapes provide access to this resource for tourists. Experience All Seasons: Develop Victoria County as a Winter Tourism Destination Develop Victoria County as a winter tourism destination. Pursue provincial and federal funding for a bridge to cross the Trans-Canada Highway outside Baddeck to improve snow mobile access to Baddeck and the surrounding trail system. Support local efforts and discussions with Parks Canada to allow snow mobile access to Ingonish and CBHNP. Work with TNS, DCBA and TIANS to establish Victoria County as a pilot for seasonal and winter tourism initiatives / investment. Explore options for Cape Smokey investment / renewal; and Support TIANS in their lobbying efforts to change The Seasonal Tourist Business Designation so that seasonal accommodations are no longer financially penalized for opening more than 245 days. Develop and Expand Culinary Experiences for Visitors to Victoria County Respond to increasing visitor demand for high quality culinary choices and authentic local food and drink when travelling. Develop quality, locally inspired food (e.g. fresh local seafood) and beverage experiences to enable visitors to connect to the area, while offering unique insight into the local culture Group ATN Consulting Inc. pg. 40

55 Enhance Community Based Experiences for Visitors to Victoria County In keeping with the important role that communities play in the visitor experience: Support the attraction and expansion of businesses to the county to respond to market demand for wild life viewing, culinary, fishing related, evening and First Nation experiences, among others. Potentially leveraging the TNS EXCELLerator Program to elevate experiential quality. Continue to promote and support uptake of the Cabot Trail Façade Program among county businesses in partnership with the Cabot Trail Steering Committee among others. Facilitate opportunities for visitors to connect with authentic off the beaten track experiences (e.g. Aspy Bay, Dingwall) through improved signage, resources and Cabot Trail designation refinements. Further build community capacity by engaging residents in The Locals Know program; and Work with local Tourism Associations and partners to improve visitor servicing amenities in the county (e.g. washrooms and garbage receptacles). Support Skills Development and Infrastructure Improvement in Support of the Strategy Continue to partner with TIANS, the Nova Scotia Tourism Human Resource Council (NSTHRC) and NSCC to deliver more tourism and hospitality training to operators in the county. Partner with the federal government and DCBA to involve county operators, communities and leaders in best practice missions that are strategically aligned with the key tourism priorities. Build on Victoria County s past accomplishments in training to support continued technology capacity building, and on-line marketing coordination and excellence; and Continue to work to improve mobile network and Wi-Fi coverage in underserved areas of the County Group ATN Consulting Inc. pg. 41

56 4.4 Implementation Plan The Strategy provides a framework for an implementation plan. A three-year tactical plan under each of the strategic priorities is outlined in a companion document. The Victoria County Tourism Strategy is unique in that it builds on broad consultation, lending itself to an inclusive, community based approach to implementation. The implementation plan is intended to be a living document that continues to evolve to accommodate new community initiatives and partnership opportunities as they arise. The plan will be regularly updated and refined to capture new partnership opportunities and to reflect the ongoing efforts and capacity of the important community partners that are leading many of these initiatives. The action plan has been formatted so that the role of each partner is clear. 4.5 Longer Term and Capital Intense Initiatives Arising from Consultations Discussions with key partners and informants revealed several potentially transformative major initiatives involving multi-year and larger scale investments. These are outlined below: The Seawall Trail has the potential to be a world class multi-day signature hiking experience. The Seawall Trail is envisioned as an epic trek along the coast and cliffs of Northern Cape Breton. The Seawall Trail will potentially attract hiking enthusiasts from around the globe and will help to further establish Nova Scotia as a world-class hiking destination. The Seawall Trail will be a three to five-day wilderness hike. The main north-south branch will expand upon existing trails and will complete the route from Meat Cove to Pleasant Bay. An east-west spur trail will begin near Cape North. These access points connect the trail to communities in both Victoria and Inverness counties. Accommodations will be huts and tent sites. Hikers will be supplied and sites will be maintained by established, local guides and outfitters. There is great potential in the Bras d Or Lake and its associated UNESCO designation that has yet to be realized. This includes the visionary Àros Na Mara Marine Sciences Centre a tourist attraction, research facility and educational centre focused on the special ecosystem of the Bras d Or Lake. The project has the support of both First Nations and European settled communities around the Bras d Or Lake. Cape Breton University through the Bras d Or Institute has endorsed the project. Phase 1 including science labs, Shelter Cove enhancements and the Spirit of the Lake Speaks interpretive element is budgeted at $6.1m. Phase 2 including interpretation and aquaria is budgeted at $8.9m. Baile nan Gàidheal Highland Village is a living history museum / folk life centre telling the Gaelic story (e.g. language, identity, history). The Baile nan Gàidheal Highland Village has the potential to expand programming and serve more visitors through a $3.6 million-dollar reinvestment to enhance the visitor arrival/welcoming experience, expand visitor programming and interpretation among other improvements. Wagmatcook and the Unama ki Tourism Association are under taking a strategic planning process while thoughtfully growing community capacity for visitor experiences Group ATN Consulting Inc. pg. 42

57 Today s travellers are increasingly seeking self-discovery through Aboriginal travel experiences. There is growing awareness that Aboriginal travel leads to self-discovery and personal growth, due to the self-reflection triggered by the new perspective. Visitor s desire to feel something different and do something different in a unique environment through a unique culture is compelling. There is more enthusiasm for physical involvement in First Nations experiences, including canoeing, kayaking hiking, walks, nature observation, and indoor activities, relative to passive involvement which is typically less compelling for visitors. 4.6 Tactical and Related Considerations Arising from Consultations A range of tactical considerations were raised during partner interviews. This list is not meant to be exhausted, rather it catalogues initiatives to be considered moving forward. Elevate priority experiential quality through initiatives such as the TNS EXCELLerator Program. First time visitors are a priority target market for TNS and DCBA. This is evident in CBH visitation, where four out of five visitors have not previously visited the Park. These firsttime visitors should be leveraged to encourage repeat visitation preferable outside of peak season. For example, build on the relationship and memorable experiences of the Celtic Colours visitor base, encouraging them to return to fully experience the Island. Leverage Keltic Lodge s recent investment in upgrades to the facility to enhance the draw of Ingonish in the non-peak season. In keeping with the important role that communities play in the visitor experience, facilitate opportunities to connect with authentic off the beaten track experiences. The county offers plenty of spectacular hidden gems (e.g. Aspy Bay, Dingwall). Visitors are rewarded for leaving the Cabot Trail. Develop new or enhance existing viewscapes and look-offs. This includes maintenance, signage and designation. Great scenery is part of the county s USP managed viewscapes provide access to this resource for tourists. After six, there is very little for visitors to do, while after eight there are very limited eating opportunities. The county must provide more evening experiences for visitors. Providing more visitor activities in the evening will extend length of stay in the county. There is opportunity to educate visitors in pre-trip planning so they arrive with a better understanding of the geography and wealth of experiences available in Victoria County specifically and Cape Breton generally. It is necessary to shift the visitor mindset regardless of the time of year so they budget more time. Encourage appropriate planning and longer stays to increase the quality of the visitor experience. Provide visitors with more of an opportunity to connect with and appreciate the county. It was also suggested that using a home-base for longer will facilitate a better connection and satisfaction. Given the critical role that communities play in the visitor experience, further build capacity by engaging residents in The Locals Know program. Facilitate the development of a catalogue of community experiences for visitors Group ATN Consulting Inc. pg. 43

58 Hosting decisions will depend on where visitors are most likely to look for this information. Content management and SEO require resourcing so local associations or the Victoria County site may not be the ideal host. Perhaps consolidate a top ten list on the county website and offer a visitor experience portal. The county requires more opportunities for immersive cultural and outdoor experiences. Build on existing resources - the activities could be as simple as facilitating access to walking along the shore, cliffs, etc. Continue to partner and collaborate with the Cabot Trail Steering Committee on cleared viewscapes, signage and facade programs and improving infrastructure such as roads and washroom facilities. One of the top interests among Nova Scotia visitors is wildlife viewing. Victoria County has abundant wildlife, yet this potential is largely unrealized in accessible market ready visitor experiences. 4.7 Performance Targets The strategy consultation raised a preliminary list of possible tourism related goals for Victoria County including: Grow county tourism revenues. Provide additional opportunities for visitors to spend money. Grow private sector investment. Increase visitor length of stay (e.g. aspire to move from 1 day to 4 days). Enhance access to innovative visitor experiences and products; and Greater social media recognition and activity. Considering the final shape of the strategy and the measurement practicality, the following annual quantifiable performance targets were identified to contribute to accountability and strategic focus Group ATN Consulting Inc. pg. 44

59 APPENDIX A: COMMUNITY FINDINGS This Section documents the findings for the Victoria Country community engagement sessions. Five two-hour planning sessions were held in communities throughout Victoria County. The Boularderie session was cancelled due to weather, and was unable to be rescheduled as of the writing of this report. Community engagement and input is a critical component of the strategic planning initiative. Sessions were held in the regional associations as outlined below: Baddeck Area Business and Tourism Association (January 24, 2017) Central Cape Breton Community Ventures Inc. Iona - (January 24, 2017) Ingonish Development Society (January 26, 2017) St. Ann s Bay Development Association (January 26, 2017) Top of the Island Region - Bay St. Lawrence (March 8, 2017) Boularderie (March 11, 2017). A web based survey option was also offered to community members as a means to supplement input and engagement. Community Consultation and Engagement Summary Baddeck Community Strengths - Baddeck Participants at the Baddeck area engagement session noted the following tourism related strengths for their community: Authentic cultural experiences (e.g. Gaelic, Mi kmaq). Destination appeal of Baddeck. New area businesses (e.g. new operators of Englishtown Ridge Campground). NSCC Marconi campus is a resource for labour force training (e.g. seasonal and older workers). Compelling tourism assets (e.g. Baile nan Gàidheal Highland Village, Colaisde na Gàidhlig Gaelic College). Area hiking trails. Abundance of small scale community events that are of potential interest to visitors (e.g. archery club, dances). Wagmatcook arts and culture experiences; and An historic railway dating back to Community Challenges - Baddeck Participants at the Baddeck area engagement session noted the following tourism related challenges for their community: Labour supply in rural areas, particularly for larger operators. Not all residents and businesses appreciate the importance of the visitor economy Group ATN Consulting Inc. pg. 45

60 Visitors are reluctant to wander off the Trail. Connectivity for businesses and visitors (both cell service and Wi-Fi). Highways and roads are poorly maintained. Attracting, retaining and motivating the seasonal workforce. Insufficient housing accommodation for the seasonal workforce. Lower remuneration for tourism workers relative to skilled trades contributes to the tourism labour shortage. There are very limited transportation options for visitors (e.g. public transit, car rentals). Some tourism managers require supplementary leadership training. Tourism seasonality. It was suggested that seasonality is the root cause of staffing issues, business sustainability and succession planning. Inadequate basic infrastructure (e.g. garbage receptacles, washrooms). Insufficient reinvestment in tourism infrastructure. Seasonality and succession planning play a role in this issue. Sometimes there is too much emphasis on the destination and insufficient attention on the visitor. Baddeck has been resting on its laurels for the past generation, while other areas have been improving. Baddeck risks being left behind; and Poor signage including maintenance, aesthetics, clarity (e.g. closed vs open). Community Opportunities - Baddeck Participants at the Baddeck area engagement session noted the following tourism related opportunities for their community: Increase engagement among area businesses for networking and package development (e.g. workshop to promote awareness, collaboration and partnerships). Develop a system to maintain dynamic inventory of things for visitors to see and do in the community (possibly in conjunction with business engagement). Extend the season eventually creating a four-season destination (e.g. fall colours often peak in late October, snowmobiling and other seasonal related activities). Develop the Cabot Trail for inclusion in Nova Scotia s cycling blue route. Expand evening activities for visitors to the area. Work with partners such as TIANS and NSCC (e.g. Wagmatcook Campus) to upgrade skills and management capabilities among the workforce. Businesses should collaborate more coopetition not competition (e.g. business referrals, pay forward and share scarce resources). Use assets creatively to repurpose underutilized infrastructure (e.g. Kidston Landing) Improve the market readiness of area hiking trails. Leverage existing tourism assets (e.g. UNESCO Bras d'or Lake Biosphere Reserve and Colaisde na Gàidhlig Gaelic College). In the case of the Biosphere, capitalize on its impressive designation. Find ways for visitors to experience touch and feel the Lake and its significance. In the case of the Colaisde na Gàidhlig Gaelic College it is under Group ATN Consulting Inc. pg. 46

61 utilized and should be promoted more. Maintain and improve scenic viewscapes. Maintain a visitor focus recognize that visitors are generally motivated to travel to Cape Breton not a specific area of the Island. Although, a critically important aspect of their trip is engaging with authentic community experiences (including Baddeck). Visitors arrive because of Baddeck s central location but operators must work harder to convince visitors to stay longer. Build confidence and optimism to increase operator commitment and investment. Increase youth engagement. Develop Mi kmaq First Nation products and experiences (e.g. Wagmatcook, Englishtown Ridge Campground). Develop more outdoor oriented activities. Use a visitor lens when developing products and experiences, and when interacting with visitors. Focus on ways for operators to better meet visitor needs; and Develop and create travel itineraries and packages for the area Group ATN Consulting Inc. pg. 47

62 Community Consultation and Engagement Summary Iona Community Strengths - Iona Participants at the Iona area engagement session noted the following tourism related strengths for their community: The Bras d Or Lake. Geographic center of Cape Breton and the Bras d Or Lake. Ideally located to showcase the Lake. Baile nan Gàidheal Highland Village attracts over 20,000 visitors annually. Iona and the Baile nan Gàidheal Highland Village are a strong shore excursion destination for Cruise Ship visitors arriving in the Port of Sydney. The Colaisde na Gàidhlig Gaelic College offers an immersive Scottish culture experience A great place to live and visit. An excellent P-12 public school that has a diverse student population 1/3 of the students are First Nation. The school has an excellent connection with the community and is an attractive consideration for young families considering moving to the area. The community is unique in that it offers one of the few water based sections of the Trans Canada Trail. The Port of Iona wharf and related facilities provide a base for kayaking and other water activities (e.g. change rooms, beach and other amenities). MacCormack Provincial Park a picnic park overlooking the Bras d Or Lake. Natural beauty encompassing water and forest. The nearby community of Eskasoni has the largest indigenous population in the province, along with Wagmatcook and Waycobah have a history dating back 11,000 years. An active fishing industry. The Little Narrows Gypsum Mine is being decommissioned and will potentially open up visitor and recreational experiences in the future. Mastodon bone discovery (2014) at the Little Narrows Gypsum Mine. Winter experiences including ice fishing and snowshoeing. Iona s Àros na Mara World Oceans Day Festival celebrates the Bras d Or Lake and also raises awareness about the potential for a marine research science centre. The Barra Strait is a significant body of water. It is popular with cruising vessels and is an excellent diving site. Area beaches. The area offers a mini-cabot Trail. Along the Shores of Washabuck Festival. Washabuck is very old but celebrates 200 years old in 2017 since the arrival of the Gaels. Two webcams for NS Highland Village in Group ATN Consulting Inc. pg. 48

63 Aros Na Mara weather stations in Community hall and events. Entertainment year round at Frolic and Folk Pub, including Saturday Ceilidhs; and Home of the longest rail bridge in Nova Scotia. Community Challenges - Iona Participants at the Iona area engagement session noted the following tourism related challenges for their community: Insurance issues around developing visitor experiences related to the commercial fishery. Water access especially from the highway is limited. The $7 ferry toll discourages visitor traffic through the area. Area roads require repair. Some are so deteriorated that VIC s and residents actively discourage visitors from using them. The Bras d Or Lake Scenic Drive does not make sense. It s an assortment of roads with no apparent rationale and is confusing for residents and visitors alike. How do we complement and better promote the Bras d Or Lake Scenic Drive? The Baddeck VIC should actively promote areas outside Baddeck. Travelling off-season is not encouraged. It seems to be discouraged by tourism agencies. The Victoria County cycling races were cancelled due to poor road quality; and Cell phone and Wi-Fi service is weak in some areas. Community Opportunities - Iona Participants at the Iona area engagement session noted the following tourism related opportunities for their community: Natural features are under-utilized. More scenic view planes. The Bras d Or Marine Research Centre in conjunction with the Bras d Or Institute in Sydney. Plans have been prepared for a $4m infrastructure funding proposal. Improve water access and related signage for the Bras d Or Lake. The Baile nan Gàidheal Highland Village $3.6m redevelopment plan to provide enhanced visitor experiences and additional capacity for cruise visitors. Improve awareness of underutilized area beaches. Grow capacity in area restaurants. Develop an internet portal to provide visitor information for central Cape Breton. Raise awareness of central Cape Breton by increasing on-line marketing. Develop a brand for the Iona/Central Cape Breton area. Use Iona as an anchor to attract more visitors to central Cape Breton. Pave the remaining 6.7 km of the peninsula road to complete the mini Cabot Trail. Improve route and wayfinding signage Group ATN Consulting Inc. pg. 49

64 Enhance hiking and other recreational experiences. Develop snowmobiling trails. Improve access to backroad trails for ATV s. Improve trail maintenance and wayfinding signage. Better utilization of abandoned railways for Trans Canada Trail. Promote the marine component of the Trans Canada Trail. Provide more camping options for visitors. Central Cape Breton Community Ventures Inc (CCBCVI) in conjunction with Bras d Or Institute in Sydney prepared a $14 million infrastructure funding proposal for a Aros na Mara Marine Science Centre. More scenic view planes MacAskill s Harbour, 2 sites in Jamesville, Grand Narrows, Hector s Point and MacKay s Point. Proposed Bridge for Little Narrows to replace ferry could include room for cyclists, snowmobilers and ATVs. Concentrate on Highways 104, 105 and 223 instead of Route 4 toll highway; and Develop the Barra Straight as a dive centre. Community Risks - Iona Participants at the Iona Area engagement session noted the following tourism related risks for their community: Resident population demographics aging and declining rural populations. Business Occupancy Tax is a disincentive to open in the off-season. All communities in Victoria County must work together. As a tourism area, Central Cape Breton also includes tourism assets located in the Cape Breton Regional Municipality and Inverness County. Ongoing ferry service disruptions and possible additional toll increases. Continued delays on a decision to construct a bridge to replace the Englishtown Ferry. Central Cape Breton is separated geographically from the rest of Victoria County. No affordable accommodation for seasonal employees. Roads (e.g. Portage Rd.). Improvements to transportation access and snowplowing. Ferry fares too high and are hurting community events; and It is increasingly difficult to attract seasonal employees Group ATN Consulting Inc. pg. 50

65 Community Consultation and Engagement Summary Ingonish Community Strengths - Ingonish Participants at the Ingonish area engagement session noted the following tourism related strengths for their community: The area offers a rich variety of activities and attractions. St. Paul South West Lighthouse museum has historic significance and is noteworthy for lighthouse buffs. Peacefulness and tranquility. Beautiful scenery. Night skies (including Northern Lights) minimal light pollution. Storm watching. Wildlife including moose (especially winter). Snow belt. Winter outdoor activities including snow shoeing, cross country skiing, downhill skiing. Olympic size outdoor hockey rink. North Highlands Nordic Ski Club offers high quality cross country skiing with groomed trails and facilities. Cross Country skiing at Highland Links Golf Course. Ski Cape Smokey downhill facility. Keltic Lodge ($4.5m upgrade). Whale watching. October surfing; and Area is very popular for hosting weddings. Community Challenges - Ingonish Participants at the Ingonish area engagement session noted the following tourism related challenges for their community: Balance responsible management of the natural and cultural resources with visitor activity. Winter weather is unpredictable. Can t always depend on the snow. Too busy in the summer and fall. Restaurants and accommodations are operating at full capacity. Ingonish Beach Marina requires municipal water access to develop further (@ $200,000). Limited access to coastal fishing. Maintaining food supplies when visitation spikes. Maintaining quality service in peak season. Providing training to all staff. Twenty-hour work days for some operators Group ATN Consulting Inc. pg. 51

66 Limited food service options particularly when area restaurants close for one day a week. Insufficient accommodations in peak season visitors arriving without a reservation when the area is fully booked. Some hiking trails have exceeded capacity (e.g. Skyline). Insurance is an issue for tours involving commercial fishing & forgone revenue from commercial revenue to offer tours. Labour shortage and limited accommodation availability for seasonal staff. Gap in cohort means over reliance on young inexperienced staff. Attitudes and dependency re social safety net. Winter power rates. Seasonal business occupancy tax. Spring season is weak. Volunteer burnout. There is an over reliance on volunteers. Continued pressure of further downloading; and Today s visitors expect a higher level of service. Community Opportunities - Ingonish Participants at the Ingonish area engagement session noted the following tourism related opportunities for their community: Develop and promote the area as a winter wonderland. Year-round operating potential of Keltic Lodge (50 rooms and a spa) would be a boost to the community and allow for staff continuity. Potential partnership between Golf North and Ski Cape Smokey. Further development of Ingonish Beach Marina. Further development of vacation home real estate in the area. Healthy work initiatives so workforce understands the non-financial benefits of employment. Provide tax relief for businesses to extend their season. Promote affordable land and quality of life to attract more residents and small businesses. Signage, literature, etc. to encourage visitors to get off the beaten path and experience small communities off the Cabot Trail. Promote cell free zones. Position this as an advantage an opportunity for travelers to recharge and decompress. The x-country ski association. Extend municipal water to more communities. Further development of ski hill and marina will attract more vacation home construction. Provide operator training on leveraging Trip Advisor and other forms of social media Group ATN Consulting Inc. pg. 52

67 Achieve a cycling blue route designation. Cape North to Franey trail development. Obtain authorization from Parks Canada for a snow mobile corridor through the Park. Extend season into the spring with weddings, family reunions and special events. Promote fresh lobster and crab availability in the spring. Wildlife viewing in spring. Bring back the Tour de Cape Breton cycling race. Zip lining. Accommodation at capacity July, August and September so manage demand; and Potential for another restaurant(s). Community Priorities - Ingonish Participants at the Ingonish area engagement session noted the following tourism related priorities for their community: Quality assurance for visitor experiences. Quality service training and attitude (it s not just a job). Partner with TIANS and CBU with a mix of on-line and in-parson training. A Victoria County welcoming program (including social media). Improve signage for communities off the Trail (e.g. Dingwall). Offer a travel concierge (model after DCB s golf concierge service); and Develop as a year-round recreational destination to attract visitors and real estate development Group ATN Consulting Inc. pg. 53

68 Community Consultation and Engagement Summary St. Ann s Community Strengths - St. Ann s Participants at the St. Ann s area engagement session noted the following tourism related strengths for their community: Mix of ocean, forest and mountain. Access to the ocean. Peace and tranquility. Night skies. Sea life including puffins. Lobster fishing. Highest waterfall in the province. Creative cluster / critical mass of distinctive artisans (not gift shops). Adventure tourism. Network of hiking trails. Guided hiking tours. Major festivals such as Celtic Colours International Festival, Hike the Highlands, Englishtown Mussel and the Cabot Trail Writers Festival. Moose sighting opportunities. Fishing salt water, lake and river. High traffic volumes. Cape Breton s nature coast come down to our level. Community commitment to local businesses. Sunrise. Diverse, inclusive and welcoming community attracts energy ideas, innovation and residents from outside the community. Businesses work together not against each other. Most business owners live in the community year-round. Visitor literature (e.g. Victoria County Artisan studio map and the Cabot Trail map). Colaisde na Gàidhlig Gaelic College and Gaelic culture generally. Summer and fall Celtic Tea Room Ceilidhs held Tuesday and Friday evenings at Indian Brook. Community and local events. Senior population. Community halls. New square set dance. Winner of Lieutenant Governor's Community Spirit Award; and Over 60 artists are involved in Victoria County Creates Group ATN Consulting Inc. pg. 54

69 Community Challenges - St. Ann s Participants at the St. Ann s area engagement session noted the following tourism related challenges for their community: Low visitor traffic during the spring season. Public washroom and garbage facilities. Laundry facilities. Poor road conditions. Difficult to attract seasonal employees. Affordable housing for seasonal work force. Most tourism related businesses are closed in the winter. Shortage of winter accommodation. Videos and photos of experiences, activities and attractions. National Park has reduced winter services. The province is pulling back on maintaining local assets parks, trails, etc. Cycling lane. Scenic look off maintenance and access. Limited transportation options (e.g. public transit, guided tours, taxi). Cruise ship surges not all businesses and attractions can accommodate the large numbers. Unmaintained trails (e.g. overgrown, wayfinding). The North River Trail was offered as an example of a trail requiring attention. Kayak / boat launching access. Cell phone and Wi-Fi coverage for visitors; and Poor internet makes operating business challenging. Community Opportunities - St. Ann s Participants at the St. Ann s area engagement session noted the following tourism related opportunities for their community: Develop winter potential (including snow shoeing). Develop a rest facility encompassing washrooms, garbage, modest walking trail and possible laundry and showers. Smaller cruise ship tours to experience smaller scale experiences. Promote exiting hiking tours and develop more. Lobster fishing experiences accessible to visitors. Year-round camping shelters. Signage at scenic look offs positioned to appear in social media posts. Work with the Harbour Authority to develop boat launch. Produce a directory of water access and boat launch. Develop and promote artisan tours. Improve the business climate by incubating new businesses, attracting new residents 2016 Group ATN Consulting Inc. pg. 55

70 including immigrants. Overnight back country hiking/camping. Build succession planning capabilities by transferring know how to a bankable asset. Model a tourism version of the NS Department of Agriculture s succession planning program. Build on the artist residency program. Tell the history of the area. Water access Artisan Map studio tour. Artisans Wall snap and clip rail system. Community washroom and comfort station; and Promote winter wildlife viewing (e.g. moose, seal). Community Risks - St. Ann s Participants at the St. Ann s area engagement session noted the following tourism related risks for their community: Declining youth population; and Sustainability of natural resources. Community Priorities - St. Ann s Participants at the St. Ann s area engagement session noted the following tourism related priorities for their community: Develop quality authentic local food experiences available to visitors (e.g. organic mussels, mackerel, lobster) such as high quality dining and lobster beach boil. Leverage the creative cluster potential. Build on winter season opportunities. Support a sustainable tourism industry by attracting the right visitors ; and Invest in the outdoor recreational infrastructure (e.g. zip lining, trail to cross the Highlands - possibly with yurts). Community Vision - St. Ann s Participants at the St. Ann s area engagement session noted the following tourism related vision for their community: Fully supported ski hill / winter resort. Attract new residents and businesses through land ownership incentives. A great place for families to live and grow. A welcoming, safe and affordable place to live and build a business; and Safe cycling with Blue Route designation Group ATN Consulting Inc. pg. 56

71 Community Consultation and Engagement Summary Bay St. Lawrence Community Strengths - Bay St. Lawrence Participants at the Bay St. Lawrence area engagement session noted the following tourism related strengths for their community: The area s natural beauty / scenery and opportunities to enjoy the outdoors - hiking, snowshoeing, cross-country skiing and winter fun. The best moose hunting in the province is based out of Aspy Bay and Meat Cove - a world class product with a niche big-spending cliental. Highest quality and quantity sightings of whales out of Bay St. Lawrence make it a premier, world-class, destination. Wildlife viewing. The kayaking out of South Harbour and north of Bay St. Lawrence is world-class. The heart of the fishery - Victoria Co-op Fisheries. Only place in the province with four true tourism seasons. The Nordic skiing in Cape North is the best in the Province. The North Highlands Community Museum and Culture Centre, Cape North, is an opportunity to learn and discover the stories and talents of our people. Celebrating the History and Culture of Northern Cape Breton". Visit us Down North. Amazing people, hospitality and food (as evidenced by trip advisor reviews). The Gaelic culture is not expressed in language, but is revealed through the people, Clans, festivals (authentic Ceilidhs) and hospitality. The proximity and popularity of Meat Cove. The area is well known for the quality of the snow and the length of the season. St. Paul Island Museum and Lighthouse offers a one of kind interpretative talk through the museum and up the lighthouse. Cape North Farmers Market vendors, music and crafts. Moose guides. Mountain Pine Adventures Zip Line. Live music and speaker series at North Highland Community Museum and Culture Centre. South Harbour Beach Bird Sanctuary. Community festivals, cultural and social events (e.g. OysterFest). Live music; and Great home cooking featuring local ingredients Group ATN Consulting Inc. pg. 57

72 Community Challenges - Bay St. Lawrence Participants at the Bay St. Lawrence area engagement session noted the following tourism related challenges for their community: The province and VICs use Top of the Island images (e.g. Capstick and Oshan Whale Watch) to promote the Cabot Trail but does not accurately attribute to the local area. There is no snowmobile access through the park and protected areas. Excessive regulation for new businesses. Businesses are not open later in the evening. Employee availability. Insufficient profile at local VIC. Inadequate representation on tourism boards. Limited restaurant options especially non-peak season. The lack of shuttle service and poor roads are hard on travellers. Inadequate facilities (e.g. washrooms and garbage). Parks close early in the fall and are not open in the winter. The northern areas are not considered an official part of the Cabot Trail. This is confusing to visitors (i.e. How else can you get here?). No highway web cam for North Shore and Cape Smokey. Limited number of accommodations especially in winter; and The surrounding Polletts Cove-Aspy Fault Protected area and Cape Breton Highlands National park is a weakness at times. The natural areas draw tourists but visitors don t always allow time to experience the community. Community Opportunities - Bay St. Lawrence Participants at the Bay St. Lawrence area engagement session noted the following tourism related opportunities for their community: The Seawall Trail development. Expand the moose hunt. Gain officially recognition as part of the Cabot Trail (at least to Cabot s Landing). A church tour company. Genealogy: Many people from different parts of Scotland settled in the area, making it a remote haven for Gaelic speaking people. Winter tourism is primed for expansion, especially if the Park grants snowmobile access. Parks Canada and the provincial parks could open in the winter to take advantage of, and cross-promote the successful North Highlands Cross Country ski operation. On-site accommodation at North Highlands and Ski Cape Smokey. Open a Gaelic Centre in the North to compliment Iona and St. Anne s. The site would recognize the strong Gaelic history in the area - especially Black Point. More accommodation is needed in the area. Blue designated cycling route Group ATN Consulting Inc. pg. 58

73 Attract new businesses. John Cabot Day. Local food festival. Winter accommodation. Winter food services. Snowmobiling. Community washroom comfort station. A northern Cape Breton Visitor Centre and number; and A program to support operators expand their season. Community Priorities - Bay St. Lawrence Participants at the Bay St. Lawrence area engagement session noted the following tourism related priorities for their community: The Seawall Trail Development, winter tourism and the moose hunt were noted as the top priorities. Support the further development of opportunities for visitors to experience and appreciate the seacoast including whale watching since the ocean is such a compelling motivator for Cape Breton visitors. Include Meat Cove as part of Victoria County since the community is so close and has so much to offer. Improve snowmobile access in the winter. Public-washroom availability. Garbage clean-up of roads. Bike lanes. Better understand opportunities to leverage the DCBA partnership to advance the Victoria County Tourism Strategy; and Continued consultation with community members and local businesses. Community Vision - Bay St. Lawrence Participants at the Bay St. Lawrence area engagement session noted the following tourism related vision for their community in 2020: The Seawall Trail will be taking bookings for the remote cabins along the hike. Moose Hunting Guides will be making a record profit through out-of-province licensing. There will be snowmobile access through the National Park and as a result, winter tourism will be booming. All area roads will have a bicycle lane. The Cabot Trail will extend to Cabot s Landing with plans to continue north Group ATN Consulting Inc. pg. 59

74 The Cape Breton Highlands National Park and the area s Provincial Park will be open year-round; and A Gaelic Centre will be open where the proud village of Black Point once stood. (Black Point was a Gaelic community that the government forcibly relocated all residents in 1968). Community Consultation and Engagement Summary Boularderie Community Strengths - Boularderie Bras d Or Lake Biosphere Reserve Biospheres are special regions around the world that have been recognized by UNESCO as examples of where people live in harmony with their environment. They are places where others may learn how to live more sustainably. Biosphere Reserves promote a healthy: environment, economy, society and culture. Through three functions -conservation, sustainable economic development and logistic support for teaching and research. A Biosphere Region is not a World Heritage Site or a new level of Bureaucracy; and does not create new regulations, new protected areas and does not limit the rights of anyone. Businesses and organizations in the Bras d Or Lake Biosphere Reserve (includes the Bras d Or Lake and watershed area) can join the Bras d Or Lake Biosphere Reserve Association for $25 and use the logo (e.g. Big Spruce Brewing, Ameoba Sailing Tours and Cape Breton Sailing Charters). Culture Plans & Experiences Currently there are there are three culture plans - Nova Scotia Culture Plan, Cape Breton Partnership Culture Sector Plan and CBRM Arts & Culture Plan. Joella Foulds has agreed to assist the Municipality with workshops in understanding the plans and helping Victoria County move forward in developing cultural experiences with attractions and cultural organizations in Victoria County s Tourism Strategy. Other volunteers include Loreto Doyle (CB Partnership Cultural Sector Committee) and Lori Burke (Executive Director of CB Centre of Craft & Design). Community Opportunities - Boularderie The Ross Ferry Marina Park requires: A Pavilion near the wharf Fenders for the wharf Upgrades to the building Deck and cladding improvements Signage; and Projector for live shows and movies Group ATN Consulting Inc. pg. 60

75 Community Consultation Common Themes The main themes arising from the five community working sessions are summarized below: Strengths Challenges Opportunities Risks Vision Authentic natural Labour supply Develop and Out-migration Attract new and cultural assets Bras d Or Lake / Inland Sea Seacoast Variety of cultures with long history in the region Regional attractions and institutions with global reputations Fresh local seafood, including lobster Seasonality Highway conditions Staff housing Lack of accommodation during peak season Lack of reinvestment / business case to re-invest Poor Roads promote winter tourism offerings Increase engagement of businesses Partnerships with TIANS and NSCC Cabot Trail blue route cycling designation Bras d Or Lake Colaisde na Gàidhlig Gaelic College Aging population Cooperation / competitiveness Seasonality and employee attraction and retention Ageing business owners succession planning Volunteer burnout residents Safe destination Welcoming operators and community Feature the natural, cultural and experiential landscapes Multi-night destination Existing tourism assets and operators Natural setting, trails, and related vistas and landscapes Snow based winter Infrastructure (e.g. wayfinding / signage, garbage and washrooms) Seasonal Business Occupancy Tax Hours of operation Baile nan Gàidheal Highland Village Other Gaelic experiences Mi kmaq First Nation products and experiences Winter destination Grow impact of tourism anchors activities Cell and WI-FI connectivity Quality authentic food/esp. seafood Two cable ferries Enhance/expand hiking trails 2016 Group ATN Consulting Inc. pg. 61

76 APPENDIX B: KEY PARTNER FINDINGS & STRATEGIC THEMES A well-founded and supported tourism strategy will also attract more resources. When Victoria County s partners see their strategic interests reflected in the plan they will be better positioned to invest in the strategy both financially and non-financially. A well-conceived plan will also act as blue print for industry partners to access resources. This will be a prominent thread throughout the go forward strategy for Victoria County s research, product development, marketing and training as operators and organisations procure resources through strategic partners to invest in products, experiences and quality services, to collectively grow tourism revenues in the County. The following documents the strong array of diverse partners that the Municipality of the County of Victoria will work with to advance its Tourism Strategy. A detailed list of VC partners is provided in Appendix D. This Section summarizes the findings from interviews with Victoria County s key partners. The dozen plus key partner interviews generally ran an hour and covered a range of themes integral to the development of a tourism strategy for the county including: Partner s organizational mandate Strategic alignment Vision Three year goals Leading competitive advantages Challenges Opportunities o o Product and experience development; and Market readiness Training requirements; and Priorities (e.g. Icons /major attractions, experiences and capital projects). The full interview guide for the partner interviews can be found in Appendix E. Key informant interviews included over a dozen partners outlined in Appendix F. Alexander Graham Bell National Historic Site Baile nan Gàidheal Highland Village Cabot Trail Steering Committee Cape Breton Centre of Craft and Design Cape Breton Highlands National Park Celtic Colours International Festival Colaisde na Gàidhlig Gaelic College 2016 Group ATN Consulting Inc. pg. 62

77 Communities Culture and Heritage Destination Cape Breton Association Northern Cape Breton Outdoor Guide Tourism Industry Association of Nova Scotia Tourism Nova Scotia; and Wagmatcook Culture & Heritage Centre. A range of themes emerged from the key informant discussions and are outlined in this section. Strategic Orientation An overarching strategic direction for the majority of key partners is centered on maintaining the social, natural and cultural integrity within Victoria County, while identifying pathways to connect visitors with opportunities to experience what is special about the area. There was clear consensus on the County s strong positioning for culture and outdoor enthusiasts. Victoria County is rich with culture including artisans, musicians, storytellers, and history; and natural beauty with outdoor experiences second to none. Visitors are drawn to Cape Breton and the county line is immaterial. It is essential to support a Cape Breton-wide brand and share in those benefits. Cape Breton, the Cabot Trail, Cape Breton Highlands National Park, Alexander Graham Bell National Historic Site and Bras d Or Lake are all compelling destinations in their own right. The role of Victoria County and its partners is to derive maximum benefit from these travel motivators specifically and Cape Breton visitation generally by providing visitors with opportunities to understand and connect to the Island s communities in a meaningful and memorable way. Communities are not necessarily travel generators on their own, but they are conduits to memorable visitor experiences. Greater community immersion will lead to extended stays, in turn enhancing revenue generation opportunities. Informants often felt challenged to highlight key features of Victoria County, because the area has so much to offer. Visitors frequently arrive with little understanding of the geography and wealth of experiences available in the County. This is unfortunate - with insufficient planning, visitors are ill equipped to fully connect with and appreciate with county experiences. When visitor stays are cut short, their experience and satisfaction are compromised. This has the potential to adversely impact the opportunity to generate repeat visitation and the ambassadorial role that can be played by visitors who have the benefit of a more complete experience in the region. While there was no consensus, some informants felt strongly that a compelling vision for Victoria County must acknowledge its potential as a four-season tourism destination. Victoria County is well positioned geographically, especially in the Baddeck area, as the centre of the Island Group ATN Consulting Inc. pg. 63

78 Victoria County is a municipal unit, rather than a destination in the mind of consumers. A common message from informants was that travelers do not recognize county lines in fact, international visitors may not even see provincial boundaries. The visitor sees services and experiences what s unfolding in front of them regardless of where they are. The geography not geographic boundaries - is important.. In fact, vacation photos posted on Facebook, Instagram, and other forms of social media often pin the associated place name at a very granular level, such as the name of a cove, stream, or other feature that is even unfamiliar to residents in some cases. Two key roles for the Municipality emerged from the discussions: 1) engaging tourism partnerships; and 2) facilitating a supportive business climate. As a tourism partner, the county is critical in integrating efforts to support tourism (including Tourism Nova Scotia and Destination Cape Breton) and cultural partners, communities and businesses in their efforts to grow the visitor economy. Generally, TNS s role is to attract visitors to the province, while DCBA brings visitors to the Island. To provide strategic focus and to maximize return on effort, the strategy may leave the marketing to TNS and DCB, allowing the municipality to concentrate effort on areas where it can best make a difference (e.g. growing lengths of stay in the county). It is not Victoria County s role nor should it be to attract visitors to Nova Scotia, but a well-conceived strategy for the municipality will maximize the impact and influence that Victoria County exerts to attract tourists and extend length of stay once they commit to Cape Breton. Victoria County officials work with both of these destination marketing organizations to most effectively showcase Victoria County s tourism assets and visitor experiences. In this context, it is the municipality s role to work in parallel to leverage this visitor traffic by supporting communities, including building capacity in communities and support experience development. In short, there is an expectation that Victoria County will help get everyone working together and leverage the work of partners. With respect to improving the business climate, the Victoria County brand extends well beyond tourism encompassing a great place to live, quality of life, and inspiring commercial creativity that is a catalyst for economic activity. This is regarded as a way to drive rural economic, social and population growth. Working with economic development partners, the municipality is seen to have a lead role in catalysing economic growth, through business attraction and expansion, and by supporting the county s human capital by facilitating access to skills, technology, etc. Victoria County has an important role to play in creating a positive investment climate by: Working with businesses etc. to support networking, planning and collaboration. Position the tourism product as a complimentary tool in business location recruitment and immigration Group ATN Consulting Inc. pg. 64

79 Attracting new investment to upgrade infrastructure and create innovative new experiences. Supporting new enterprises large and small establishing in the county; and Expanding and diversifying offerings available to the visitor. Outdoor Experiences Hiking Victoria County (in particular northern sections) is well served with hiking trails. The county s hiking network has the potential to be a major hiking destination in Canada. The county s hiking network is currently well used by visitors in Victoria County, although there is capacity for additional hikers. The popular annual Hike the Highlands Festival successfully capitalizes on the area s excellent hiking system. Future hiking related resourcing should be balanced between the maintenance, enhancement and market readiness of existing trails; and new trail development. Two noteworthy opportunities are the proposed Sea Wall Trail and the Humes River Wilderness Trail. The Sea Wall Trail will complement the existing hiking network with a signature world class multi-day (and night) ocean hike. This will have beneficial implications for outfitters, supply shops, guiding, logistical support services, equipment rentals, provisioning and boat transfers. Pre- and post-hiking service providers such as dining and accommodation, as well as service providers who are interested in bundling and or co-marketing services will similarly benefit. The Humes River Wilderness Trail is a proposed hiking trail principally located within the recently designated Humes River Wilderness Area. The trail builds on the existing network in southern Victoria County which is less well developed relative to the northern portion. The main trail would begin at Wagmatcook First Nation and run 15 kilometres ending in Aberdeen, Inverness County. There will be shorter loops or sections at either end of the trail for less experienced hikers or those with time constraints. The trail is noteworthy for its Mi kmaw connections, its significance within the Bras d Or Lake watershed area and associated Biosphere Reserve, and impressive waterfalls and natural setting. Golf There is a great deal of pride in Victoria County s two world class courses. Bell Bay Golf Club in Baddeck and Cape Breton Highlands Links in Ingonish Beach are among Canada s top courses. Cape Breton Highlands Links is set against the ocean, Clyburn River and mountains and was once named Canada s No. 1 golf course and is currently ranked sixth in the country. Baddeck s beautiful Bell Bay Golf Club was awarded Best New Course in Canada by Golf Digest in 1998 and is ranked in the Top 100 Courses in Canada by Score Golf Magazine. Bell Bay offers a 2016 Group ATN Consulting Inc. pg. 65

80 commanding view of Bras d Or Lake (including Alexander Graham Bell s summer estate), offering panoramic views from virtually every hole. DCBA and Golf Cape Breton have taken a leading role in the development of golf and its promotion outside of Cape Breton. The Victoria County courses contribute to Cape Breton Island s reputation as one of the best golf destinations in Canada and eventually one of the best in North America. Both golf courses are important economic generators for the county - especially in the shoulder seasons. Cultural Experiences Creative Cluster In the interviews it was noted that a large portion of Island artisans are located in Victoria County. These enterprises often exist in creative clusters inspiring each other. Baddeck is one of the three Cape Breton communities well positioned to launch the Cape Breton Centre of Craft and Design artist in residence program. This initiative recognizes the importance of crafts in the culture draw. The Baddeck initiative will depend on resources available but could evolve into occupying a vacant store. Artist often become permanent residents after these community experiences and contribute to the attractions that future visitors seek out. This creative economic activity has a material impact in smaller communities. There is potential to further develop the cultural assets of the county and grow the cultural investment. Modest cultural investments make a significant difference in small rural communities. The arts are a very powerful community catalyst. The Lunenburg fire hall artist in residence was offered as a best practice excellent example in this area. Victoria County s high concentration of artisans and its related creative clusters attract both visitors and other artisans. This momentum helps mitigate outward migration. These enterprises thrive through innovation, unconventional creative solutions and by accepting risk, while the creative clustering mitigates this risk by building a creative destination for visitors to conveniently experience a variety of artistic services and products. These small creative businesses tend to grow organically are an excellent fit for the county, providing a foundation to build on. It was suggested that further investment in artist relocation and cultural assets will support creative growth, leading to business growth, which in turn means more vibrant communities. Celtic Colours International Festival Celtic Colours International Festival is a highly successful nine-day music festival celebrating everything that is Cape Breton. The event plays an important role is community capacity building and providing visitors with an opportunity to connect with vibrant communities to ensure the festival touches all corners of the Island. In 2016 there were 49 performances and 2016 Group ATN Consulting Inc. pg. 66

81 280 community cultural experiences. The community aspect is laudable as it distributes festival benefits and impacts across the Island, while offering visitors valuable opportunities to foster community connections. Celtic Heart and Gaelic Culture The mandate of the Celtic Heart initiative has shifted over the years, but continues to play an important role in featuring and facilitating visitor access to local community grass roots experiences such as square dances, community events, etc. Victoria County is also home to the Island s two largest Gaelic related attractions - Colaisde na Gàidhlig Gaelic College and Baile nan Gàidheal Highland Village. The Celtic Heart program ensures there is more market ready content for Cultural Explorers, and importantly guides visitors to community activities and events. Several informants highlighted the importance of the Gaelic experience to visitors, while recognizing the need to balance attention on the traditional Celtic heritage with the growing interest in other cultures especially First Nation. First Nation Communities It is important to step up collaboration and build stronger partnerships with indigenous communities to broadly support both economic and social development. Authentic and respectful access to First Nation experiences is highly valued by the three priority Cape Breton tourism markets. Wagmatcook is in the process of building community capacity to tell their own stories. The emphasis in the community is to take the time necessary to get it right. As First Nation community and market readiness advances, there will be opportunities to integrate strategic planning and partnership opportunities. There is pent up demand among visitors to experience First Nation stories, cultural traditions, ceremonies, trade, and arts and crafts. At the same time, there is a clear interest among partners to work with First Nation communities. The development of a Unama ki Tourism Association (UTA) strategy is underway. This is a collaboration among the five First Nation (Unama ki) communities on the Island, who have united to form the Unama ki Tourism Association to develop the Aboriginal tourism experience. It be important to continue to foster ties and ongoing conversations to position Victoria County within this opportunity. The DCBA strategy highlights the importance of this partnership. DCBA will assist UTA in package creation with identified accommodations, cultural partners, and artisans. The strategy also includes support for a number of UTA initiatives, including the development of the Skye River Trail in Waycobah, featuring overnight rough camping and natural remedies and medicines interpretation Group ATN Consulting Inc. pg. 67

82 Wagmatcook has other important community resources that could be leveraged in strategic tourism partnerships. Noteworthy examples are the band s modern wharf, active commercial fishery and human capital. Band officials are proactively building relationships with tourism partners within the county, as well as DCBA, TIANS, TNS, among others. Alexander Graham Bell National Historic Site The Alexander Graham Bell National Historic Site has long been a fixture of the Cape Breton tourism experience. Some informants reflected on its considerable potential to leverage its brand and build on the current visitor experiences. For example, there are opportunities to connect the Museum with the dynamic creative community in Victoria County. Bell was one of the leading innovators and creators of the past two centuries, with Baddeck being considered as the cradle of modern communication. This creative narrative will resonate with American travellers, and support branding of high end experiences celebrations, concerts, art installations, while increasing utilization of the scenic outdoor setting on the Bras d Or Lake. These initiatives are worthy of corporate and Bell family funding, while acting as a catalyst for high end Baddeck visitors to extend their stay and enhance their experience. The Alexander Graham Bell Association and the Alexander Graham Bell Foundation were formed to provide the Museum with more flexibility and resourcing opportunities to capitalize on the potential to enhance the Bell visitor experience, drive economic development and act as a catalyst for greater community engagement. Past examples of innovative programming at the historic site include The Bells of Baddeck musical and Right Some Good s Dinner Under The Stars. Sea Coast and the Bras d Or Lake / Inland Sea The importance of the sea coast and Bras d Or Lake / Inland Sea was noted both in the context of the County s identity and as an important attraction for visitors. The water was seen to fortify the people, their energy and creativity. The significance of the Bras d Or Lake was noted by a number of informants. Its UNESCO designation is a key differentiator. The inland sea is also important for its recreational potential (water based and land based e.g. hiking), First Nation significance (all five First Nation communities have land on the Lake), scenic features, among others. The Lake is also highly regarded for its biological importance and its research possibilities Group ATN Consulting Inc. pg. 68

83 Experience All Seasons Seasonality Seasonality is a very daunting challenge for both the county and the Island generally. The area experiences two extremes. There are periods in the summer and fall (e.g. Celtic Colours) when the county s tourism infrastructure is at capacity or even strained. Outside of this period, there are often few visitors. This makes it difficult for operators to justify the investment of money and time to extend the season. The business case to renew and refresh in order to stay current and appealing is generally a challenge. Seasonality is a complex problem that is not unique to Victoria County. Winter The support for winter tourism was mixed. For some the perception of challenges and risks of being operational at this time of year outweigh the benefits. Other informants, saw snow based tourism as an opportunity for the county to set itself apart and capitalize on a key competitive advantage. It is well accepted that Victoria County has a number of natural competitive advantages around winter tourism. Victoria County lies in a snow belt so there is generally snow throughout the winter in the Highlands, supporting a variety of winter activities that other parts of the province would be challenged to host. Regardless, the potential of winter tourism must be addressed in a measured approach. Victoria County has a great product that has varying degrees of market readiness. It will be necessary to take a long view, as the level of accommodation and food service will need to be considered in marketing and other initiatives. The county has key pieces of winter infrastructure in varying stages of readiness, and some National Park experiences are accessible to visitors. The conversation within Parks is changing to gently encourage winter. Although the Park is not currently grooming trails, visitors are welcome to enjoy the Park in the winter. Current winter access to CBHNP for visitors represents a shift in attitude from 2012 when the dramatic operational changes and winter cutbacks were made across Parks nationally. Although the attitude within Parks has moderated, there is a residual public perception that the park is closed. This would need to be addressed. A more open mindset for visitors about the winter opportunities in CB must also be nurtured to combat visitor concerns about being stranded, etc. Unfortunately, this potential is dampened by factors such as government policy. The unintended yet adverse effects the province s seasonal property tax has on rural areas of Nova Scotia are generally known. The tax regime has the two-fold detrimental effect on Victoria County. On one hand the municipal revenues suffer due to seasonal business closures (estimated at $150,000 by one source). On the other hand, industry capacity in the winter is diminished so missed opportunity for snow related tourism overnight hosting. The prevailing perception is that 2016 Group ATN Consulting Inc. pg. 69

84 businesses should be encouraged to stay open in the off season instead of being given an incentive to close. Culinary Experiences Most informants noted that the culinary experience in Victoria County is an opportunity to be further developed to better provide visitors with more brag worthy dining options. There is room to raise the bar on dining in the county. For example, given the county s sea coast, visitors expect high quality seafood. Of particular importance is the county s highly regarded lobster resource. Victoria County has the potential to fill this expectation. Victoria County already has excellent dining. Baddeck s Bite House serves as a noteworthy example that is highly regarded for its unique farm to table dining experience. However, there is plenty of room in this space for more innovative authentic local dining. It will be important to develop the culinary experience beyond Baddeck throughout the county to build on the core of quality restaurants currently operating in Victoria County. High quality dining doesn t necessarily mean fine dining. For example, Parks Canada s lobster boil beach events staged on picnic tables have been a huge hit with visitors. The role of innovation and partnering are highlighted in the perfect picnic a Cape Breton Highlands National Park and DCB collaboration. Inspired by the Taste of Nova Scotia, this partnership with local restaurants provided visitors ready to go package that included a red checkered table cloth, a wicker picnic basket, a nostalgic experience, and an opportunity to reconnect to nature and fellow travellers. Sea Coast and Bras d Or Lake/ Inland Sea Assets Sailing and Cruising The 450-square-mile Bras d'or Lake is a premier destination for cruising yachts in eastern Canada. The lake offers hundreds of anchorages, and deep, well-marked water. Bras d'or Lake presents an opportunity for cruising vessels to explore a vast area of salt water with virtually no fog, little tide influence and few navigational hazards. The Bras d Or Lake is home to the Bras d'or Yacht club. The clubhouse is an important feature of the Baddeck waterfront, while providing services and facilities for visiting craft. The Yacht Club, along with the municipal wharf and Baddeck Marine create an important hub of facilities and services for visiting boaters. DCBA leads the development and promotion of this important niche market for Cape Breton. Training As is the case with all areas that seek to maintain their place in the tourism market, there is an ongoing need for tourism related training in Victoria County including hospitality, technology and best practice missions Group ATN Consulting Inc. pg. 70

85 Given the nature of the tourism work force, professional development must be ongoing. As one informant noted, great hospitability does not always translate to great customer service. This training should support product knowledge, front line development, and knowledge transfer from management to the front line. TIANS and its sector council partner - the Nova Scotia Tourism Human Resource Council (NSTHRC) - lead tourism and hospitality training in the province. They offer a range of service excellence training workshops for supervisors, managers and front line employees. The program rationale is that good service, provided by knowledgeable staff will encourage repeat business. Skills training, upgrading and certification are offered by the Council across the province. However, online options are also available to provide flexible cost effective options for all businesses regardless of their location. Best practice missions are important to inspire and motivate tourism partners including small business, municipal representatives, and partners, among others. These missions showcase ideas to emulate and build on and offer a mentorship like role wherein operators who are being visited share their experiences, strategies, and know-how with operators that will, by virtue of their location, not be viewed as a competitive threat. GMIST was offered as an example of a program that is designed to enhance competitiveness by exposing private sector operators and representatives of sustainable tourism communities to successful tourism operators, entrepreneurs and outstanding products. As part of its role in product development, DCBA facilitates access to best practice missions for industry partners. A number of informants recognized Victoria County s past efforts and accomplishments in technology training (e.g. social media management, search engine optimization). These efforts were regarded as successful and it was suggested that there may be an ongoing requirement for technology capacity building. There may also be an opportunity to help address seasonality through an issue specific working session on leveraging social media channels to encourage winter and other non-peak season travel. It was suggested that there may be an opportunity to work with Cape Breton University and the Nova Scotia Community College to stimulate a flow of energy and fresh ideas. This offers the potential for knowledge sharing, attracting entrepreneurs and succession planning Group ATN Consulting Inc. pg. 71

86 APPENDIX C: DETAILED INVENTORY OF VICTORIA COUNTY TOURISM ASSETS This Appendix documents the diverse tourism assets in Victoria County. Victoria County is poised to further succeed as both an important benefactor and contributor within a Nova Scotia and Cape Breton context. There is clearly more opportunity to leverage the county s provincial icons to attract visitors, anchor awareness and enhance market appeal. Victoria County offers numerous world class scenic, outdoor, historic and cultural experiences. Among these are the world-famous Cabot Trail, Cape Breton Highlands National Park, Bras d Or Lake, the Alexander Graham Bell National Historic Site, seven provincial parks, two of Canada's top golf courses, Highlands Links and Bell Bay, the Cabot Trail Relay Race, Nova Scotia Baile nan Gàidheal Highland Village, KitchenFest, Colaisde na Gàidhlig The Gaelic College and the Celtic Colours International Festival. Victoria County has 1,200 rooms located throughout its six regions. The largest share of the room supply is in the Baddeck area (approximately 550 rooms 50%). The remainder is spread throughout the county including St. Ann s Bay, Ingonish, Top of the Island, Iona and Boularderie. Victoria County accommodation includes inns, resorts, motels, bed & breakfasts, vacation homes, cottages and cabins. Victoria County Natural Tourism Assets Located between the highlands and the sea, Victoria County is a land with majestic highland views where swift flowing rivers meet with sheltered beaches. As noted by Clarence Barrett in his book on the Cape Breton Highlands National Park Among its rugged hills lie hidden waterfalls, valleys through forest temples, and windswept barrens of moss and heath 15. From the ecosystem of the Bras d Or Lake to the rugged highlands of northern Cape Breton, Victoria County is deeply connected to nature a fact that is reflected in the County logo. 16 Within Victoria County, 165,000 acres are either protected under the Wilderness Protected Act or proposed to be protected. The Cape Breton Highlands National Park has 126,000 acres located within the County. In all, 40 percent of the land mass of Victoria County is designated under Parks or Protected status. Provincial Parks are well represented in the county as follows: Cabots Landing Provincial Park, Sugar Loaf Cape Smokey Provincial Park St. Ann s Provincial Park Dalem Lake Provincial Park Uisge Bàn Falls Provincial Park 15 Cape Breton Highlands National - A Park Lover's Companion: Clarence Barrett Group ATN Consulting Inc. pg. 72

87 North River Provincial Park Ross Ferry Marina Park; and MacCormack Provincial Park, Iona The Bras d Or Lake watershed area is a Biosphere Reserve - an international designation of recognition from the United Nations Educational, Scientific, and Cultural Organization (UNESCO) for an area in the world which is deemed to demonstrate a balanced relationship between humans and the biosphere". The Polletts Cove-Aspy Fault Wilderness Area (PCAFWA) are protected lands on the northern tip of Victoria County. The area is described as a spectacular mix of highland plateau, steep mountainous slopes, and coastal features at the northern tip of Cape Breton Island, Nova Scotia. Ancient faults, cirques, and canyons, combine with the effects of sea and wind to create a unique and highly-scenic landscape of coastal mountain barrens, outstanding wetlands and forested old-growth deciduous slopes. Much of the eco-tourism and recreational potential of PCAFWA remains untapped except for a popular hiking trail to Polletts Cove and moose hunting in the fall. Outdoor activities are the most popular among visitors to the province a point that aligns well with the experiences and resources offered in Victoria County. The relatively high proportion of first time visitors to Cape Breton are an important consideration due to their higher spending and greater propensity to engage in more activities. One of the province s core markets is the outdoor enthusiast not the extreme adventurer but the soft adventurer who appreciates local culture and cuisine after a day spent hiking or whale watching. Nova Scotia is positioned as the spirit of the perfect road trip - emphasizing freedom and exploration. Outdoor recreational opportunities available in Victoria County include: Hiking (detailed below) Cycling and mountain biking Kayaking Surfing Back country camping Fishing Hunting Snow based (detailed below) Among others. Moose hunting is an important tourism draw for Victoria County in the fall. In 2016, the moose hunting season for Victoria Country ran from September 26 to October 8. The Polletts Cove- Aspy Fault Wilderness Area (Zone 5) season extended to December 15. A total of 345 licenses were available in 2016, with 80 of these for Zone 5. The PCAFWA is home to one of the province's largest concentrations of moose, and is popular among hunters. The annual hunt is 2016 Group ATN Consulting Inc. pg. 73

88 an economic contributor to local businesses during a normally slow period when fishing is out of season and traditional tourism is slowing. Zone 5 is unique in that it is designated as a nonmotorized hunt. These hunts tend to be longer and more labour intensive, frequently involving remote camps and local experienced professional outfitters and guides. This translates to higher revenue streams. 17 Cycling Lonely Planet rates Cape Breton Island and the Cabot Trail as one of World's 10 greatest cycling routes. More than 1000 cyclists cycle the Cabot Trail each year. Hiking Trails Trails are a vital tourism asset and Victoria County boasts a wide array of outstanding trails to meet the demands of the nature inclined tourist, allowing visitors to fully experience the natural environment and inspiring landscape. Trails range from modest local recreation to dramatic word class coastal trails. Destination Cape Breton s Cape Breton Trail Review and Inventory 18 lists numerous trails in Victoria County as outlined below in Table Polletts Cove-Aspy Fault Wilderness Area Destination Non-Motorized Moose Hunting Group ATN Consulting Inc. pg. 74

89 Table 2: Victoria County Hiking Trails Federal Trails 19 Mica Hill 0.5 km Jack Pine 2.3 km Coastal 11.3 km Jigging Cove 2.4 km Green Cove 0.2 km Broad Cove Mountain 2.3 km Warren Lake Cape Breton Highlands National Park 4.7 km Branch Pond Look-off 8.1 km Franey 7.4 km Clyburn Valley 8.5 km Middle Head 3.8 km Freshwater Lake Look-off 0.3 km Freshwater Lake 1.7km Provincial Trails 20 North River Falls Trails St Ann s 19 km Uisage Ban Falls New Glen various Cape Smokey Ingonish Ferry 10 km Cabot Landing Beach Sugarloaf 4 km Community Trails Kelly s Mountain Trail Seal Island Bridge 6 km Ross Ferry Trail Big Harbour 0.5 km Blackhead Road Englishtown 8 km Cape Dauphin Englishtown 5.5 km Kidston Island Baddeck 2 km Bald Mountain Baddeck 18 km Red Island St Ann s Bay 4 km Boiler Trail Baddeck n/a White Point White Point 6 km Sugarloaf Trail Aspy Bay 3.5 km Money Point Trails Capstick/Bay St Lawrence 13.5 km Tenerife Mountain Aspy Bay 4 km Polletts Cove 21 Meat Cove 15 km Located in Inverness County but only accessible from Victoria County 2016 Group ATN Consulting Inc. pg. 75

90 Hiking is one of the most popular activities for out-of-province visitors. A third (34%) of out of province visitors to Cape Breton participate in hiking. Among international visitors, the participation rate is more than 50%. Outdoor tours and outfitters in the area include: Cabot Trail Adventures North River Kayak Tours Bird Island Boat Tours Big Bras d Or; and Donelda s Puffin Boat Tours, Englishtown Victoria County Outdoor Recreation Victoria County s natural setting is perfectly suited for exceptional outdoor recreation experiences, including golf and sailing. Golf Victoria County is home to two world class courses - Bell Bay Golf Club and Cape Breton Highlands Links are among Canada s top courses. Bell Bay Golf Club located in Baddeck, Nova Scotia, was awarded Best New Course in Canada by Golf Digest in 1998 and is ranked in the Top 100 Courses in Canada by Score Golf Magazine. Bell Bay offers a commanding view of Bras d Or Lake (including Alexander Graham Bell s summer estate), offering panoramic views from virtually every hole. Bell Bay has been the site of high profile events such as: The Royal Canadian Golf Association (RCGA) Canadian Amateur in 2005, the Canadian Club Champions Championship in 2006 and the 2001 Wayne Gretzky and Friends Invitational. The routing of the course takes full advantage of the natural features of the land and each hole has a distinctive element that makes it both unique and memorable. Cape Breton Highlands Links is a Stanley Thompson designed course located in Ingonish. The club is in a gorgeous setting bordered by water and mountains and is considered one of the finest in Canada. The course sits beneath Mount Franey and against the shores of the Atlantic Ocean and the Clyburn River, was once named Canada s No. 1 golf course and is currently ranked sixth in the country. The course has been restored to its original Thompson design. DCBA and Golf Cape Breton have taken a leading role in the development of golf and its promotion outside of Cape Breton. The Victoria County courses contribute to Cape Breton Island s reputation as one of the best golf destinations in Canada and eventually one of the best in North America. Both golf courses are important economic generators for the county - especially in the shoulder seasons. Sailing and Water Based Recreation The 450-square-mile Bras d'or Lake is a premier destination for cruising yachts in eastern 2016 Group ATN Consulting Inc. pg. 76

91 Canada. The lake offers hundreds of anchorages, and deep, well-marked water. Bras d'or Lake presents an opportunity for cruising vessels to explore a vast area of salt water with virtually no fog, little tide influence and few navigational hazards. In many places the shoreline is bold and boats may put their bows on the beach with plenty of water beneath the keel. The Bras d Or Lake is home to the Bras d'or Yacht club. The clubhouse is an important feature of the Baddeck waterfront. The club is a community meeting place and provides services and facilities for visiting craft. A large wharf at the face of the clubhouse accommodates boats for temporary docking, and offers dinghy traffic to and from the moorings. The club wharf can accommodate most boats. A wharf owned, maintained and operated by Village of Baddeck provides a valuable service to boaters (e.g. docking, water and power). Baddeck Marine also provides services and facilities for visiting boaters and yachts. The three venues are located side by side, creating an important hub of facilities and services for visiting boaters. DCBA and ECBC played a strong role in the development and promotion of the cruise and boating niche products for Cape Breton with Boating Cape Breton, Cruise Cape Breton Association and Race The Cape. This event attracted sailboats to the multi-leg race that included ocean and Bras d Or sailing. Race The Cape is cancelled for 2017, while both Boating Cape Breton and Cruise Cape Breton Associations have been dissolved. This leaves a void in the promotion of Bras d Or Lake as a sailing and boating destination. Dobson Yacht Club has stepped up with the Cruisers Guide to Cape Breton Island and Bras d Or Lake with an online resource DCBA is also leading a Ports Cape Breton Committee that includes Baddeck to promote smaller niche ports. The Association is also exploring a partnership with the Waterfront Development Corporation to attract super yachts to Cape Breton Island. The economics of this market hold considerable promise. Victoria County Cultural Assets According to the 2014 Culture Satellite Account figures, arts, culture and heritage contribute $1.17 billion 22 to Nova Scotia's economy, and just under 16,000 jobs 23 across the province. There is a rich selection of cultural attractions, museums, art studios and related experiences throughout Victoria County. For example, there are roughly twenty artisan shops and galleries operating in the county (Appendix B) contributing to a creative cluster. Many of these are active studios. Some of the higher profile cultural attractions and museums include: Group ATN Consulting Inc. pg. 77

92 Alexander Graham Bell National Historic Site, Baddeck with paid attendance of 22,000 Colaisde na Gàidhlig The Gaelic College, St. Ann s Baile nan Gàidheal Highland Village, Iona with annual visitation of over 21,000 Giant MacAskill Museum, Englishtown St. Paul Island Museum & Lighthouse, Dingwall North Highlands Community Museum & Culture Centre, Cape North; and Wagmatcook Culture & Heritage Centre. Celtic Colours International Festival Celtic Colours International Festival is a nine-day music festival celebrating Cape Breton. The event taps into the Island s vibrant communities to ensure the festival touches Victoria County communities, as well as the entire Island. While Celtic Colours is an island wide event, Victoria County is a focal point of the festival, including the popular Festival club based at Colaisde na Gàidhlig. Festival attendance from outside Nova Scotia (both Canada and the US) has been growing steadily for the past few years. Ticket sales, social media sharing, website traffic and online performance views (e.g. You Tube, Live Stream) all increased in The return to communities - revenues from hosting performances and community experiences was $318,000 in 2016, an increase of over 10% from More broadly, the overall spend across Cape Breton - $13.2 million in has been increasing annually since Kitchen Fest! KitchenFest! is a growing Island-wide festival that kicks off the summer season (the first week of July) for Cape Breton. The festival is organized by Colaisde na Gàidhlig The Gaelic College. The Kitchen Fest Partnership involves local entertainment venues, restaurants and Parks Canada - attracting 8,000 guests in Festivals and Events There are many other festivals ranging from cultural, community celebrations, music and sport running throughout the year. These festivals and events are listed in Appendix C. Victoria County Tourism Infrastructure In addition, all the above experiences are complemented by Victoria County s: Experienced and accommodating tourism operators 12 campgrounds; and Approximately 1,200 rooms from a wide variety of fixed roof accommodations including: inns, resorts, cottages and cabins, bed and breakfasts, and vacation homes. Victoria County Winter Tourism Assets Victoria County is well positioned with opportunities for visitors to appreciate the winter tourism experience. The county is often referred to as the province s snow belt. The average 2016 Group ATN Consulting Inc. pg. 78

93 annual snowfall in Ingonish for example is nearly 4 metres (393 cm), more than double that of Halifax (154 cm) 24. Cross Country Skiing opportunities in the county include: North Highlands Nordic, Cape North featuring a track, 12 km trail, rentals and snowshoeing Ski Tuonela, Goose Cove including Telemarking (including 18 km of trails) and accommodations ; and Cape Breton Highlands National Park - ungroomed trails for cross-country skiing and snowshoeing. Snowshoeing options include (in addition to those noted above): More than eight guided snowshoe hikes CapeBreton.pdf and ; and St. Ann s Health Centre Saturday snowshoeing, cross-country skiing or walking - Fall to March There is an extensive network of snowmobiling and ATV trails throughout Victoria County. Crowdis Mountain is the local Snowmobile Club. Additionally, there are several organized events each winter. Increasingly challenging weather conditions across the country and the popularity of outdoor classics and other events are making these facilities more attractive. Outdoor rinks in the County include: Iona - Rankin School of the Narrows Ingonish Beach - Olympic Size Neil s Harbour - New Haven Northern Victoria Community Centre; and Bay St. Lawrence Community Centre. Winter accommodation available in Victoria County includes: Knotty Pine Cottages Ingonish Ferry Castle Rock Inn Ingonish Ferry Cabot Trail Motel - Baddeck Inverary Resort - Baddeck Group ATN Consulting Inc. pg. 79

94 Telegraph House - Baddeck McIntyre Housekeeping Cottage - Baddeck Lynwood Inn Baddeck Dancing Moose St. Ann s Ski Tuonela St. Ann s Iona Heights Inn Iona Wreck Cove Wilderness Cabins St. Ann s Cabot Shores St. Ann s; and Colaisde na Gàidhlig The Gaelic College (accommodation caters to on-site events and programming) St. Ann s Group ATN Consulting Inc. pg. 80

95 APPENDIX D: ARTISAN, STUDIO, GALLERY AND CRAFT FOOD INVENTORY Victoria County is well served by artisans, studios, shops and galleries including: The Water s Edge Gallery, Baddeck Big Hill Pottery Arts North, Smelt Brook Christopher Gorey Gallery, Ingonish Groovy Goat Farm & Soap Company, Ingonish Salty Rose s Local Art & Craft, Ingonish Beach Sew Inclined, Wreck Cove Glass Artisans Studio & Gallery, North Shore North Shore Woodsmiths Studio, North Shore Wildfire Pottery and Books, North Shore Colouratura Fine Art Gallery, Indian Brook Creative Island Crafts, Indian Brook Leather Works by Jolene, Indian Brook Piper Pewter, Indian Brook Short Stories Gallery, River Bennett Iron Art & Photographs, Tarbot Colaisde na Gàidhlig The Gaelic College Kiltmakers, St. Ann s Victoria County Creates, Artist(s) in residence, Baddeck Breton Treasures and Trinkets, North Shore Cabotto Chocolates, Indian Brook Cape Breton Quilts, North Shore Breton Treasures and Trinkets, North Shore Cabotto Chocolates, Indian Brook Cape Breton Quilts, North Shore Big Spruce Brewing, Nyanza; and Jill s Chocolates, Iona Group ATN Consulting Inc. pg. 81

96 APPENDIX E: FESTIVAL AND EVENT INVENTORY Victoria County is well served by a wide range of festivals running from May through October, including: February / March May June July Victoria County Winter ActiveFest Cabot Trail Relay Run Englishtown Mussel Festival Ingonish Triathlon Àros na Mara World Oceans Day Festival, Iona Baddeck Gathering Ceilidhs Celtic Tea Room Ceilidhs, St. Ann s Canada Day Baddeck, Ingonish, Ross Ferry, Bay St. Lawrence, Cape North KitchenFest Festiville Baddeck St Ann s Lunchtime Ceilidhs Wednesday Night Instructors Ceilidh, Colaisde na Gàidhlig The Gaelic College, St. Ann s Big Wave Summer Festival, Big Bras d Or Cape Breton Highlands 3 Peaks Challenge Bay St. Lawrence Fire Departments Annual Crabfest and Fishing Derby August Along the Shores of Washabuck Festival Baile nan Gàidheal Highland Village Day, Iona Bras d Or Yacht Club Annual Regatta Week Barra MacNeils in Concert, The Markland, Dingwall St. Ann s Bay Blueberry Festival Coig, North Highlands Cultural Centre, Cape North St. Ann s Lunchtime Ceilidhs Wednesday Night Instructors Ceilidh, Colaisde na Gàidhlig The Gaelic College, St. Ann s Festival of Cape Breton Fiddling Baddeck Duathlon 2016 Group ATN Consulting Inc. pg. 82

97 September Pioneer Day - Baile nan Gàidheal Highland Village, Iona Hike the Highlands Festival Cabot Trail Writers Festival Ride for the Cure, Cabot Trail October Celtic Colours International Festival Huckle Buckle Festival, Ingonish December Christmas Parades, Baddeck and Ingonish 2016 Group ATN Consulting Inc. pg. 83

98 APPENDIX F: DETAILED OVERVIEW OF VICTORIA COUNTY TOURISM PARTNERS Tourism Nova Scotia Tourism Nova Scotia (TNS) is a private sector-led provincial crown corporation that exists to: Achieve tourism growth in the province and maximize the value of tourism to the economy of the province. Develop and implement a long-term strategy for tourism to drive sustainable tourism in the province that delivers growth and profitability in the tourism sector, provides economic benefit to the province and is consistent with the province s strategic priorities; and Communicate and collaborate with communities, private industry and the tourism industry in the province. TNS operates a number of programs to support business development. The two that are most relevant in this context are: The Inspiring Content Program to increase production and use of quality content when promoting Nova Scotia experiences to potential visitors. Partners (individual operators or groups) invest a minimum of $5,000, which will be matched by Tourism Nova Scotia, to produce photography and video assets. Successful applicants will see their content shared via Tourism Nova Scotia s marketing channels, in addition to their own; and The World Class Experience EXCELLerator Program provides operators with the opportunity to work with Tourism Nova Scotia experts to develop experiences that create a buzz and inspire first time visitors to travel to Nova Scotia. Operators benefit from oneon-one coaching, research, professional development, marketing asset production and more. The Program is designed to drive the creation of new, purchasable experiences that will motivate travel to the province specifically the Free Spirit traveler. This means high adventure, gourmet, luxury authentic experiences that provide the escape and fun that this segment enjoys. Up to 10 partners are accepted to the program Group ATN Consulting Inc. pg. 84

99 In terms of digital marketing, the TNS Search Engine Marketing program provides eligible partners with an opportunity to buy search terms through the Tourism Nova Scotia Google account. In addition to white glove service from Google and search engine marketing training, Google and our media buyers create and manage the campaign, track conversions, and provide monthly reports to partners. Partner investment levels start at $2,500 with Tourism Nova Scotia matches the partner s investment. Additional information on this important partner is available at: tourismns.ca/ Destination Cape Breton Destination Cape Breton Association (DCBA) is first and foremost a destination marketing organization. Brand cultivation, marketing and awareness are important elements of the Cape Breton Island strategy. The Cape Breton strategy is coordinated with the TNS and ACOA strategies. This includes an emphasis on four pillars investing in markets of highest return, focusing on world class experiences, attracting first-time visitors, and building Nova Scotia tourism confidence. This approach will ensure that the investment in the Cape Breton Island plan supports the broader goal, while also leveraging the investment and reach of the Nova Scotia strategy. The DCBA strategy recognizes the importance of seven core tourism assets: Coastal/Seacoast Experiences Sightseeing and Touring Outdoor Activities Culture, Entertainment and Heritage Experiential Accommodations Major and International Events; and Cuisine 2016 Group ATN Consulting Inc. pg. 85