TOURISM NOVA SCOTIA INFORMATION & OPPORTUNITIES October 11, 2018 Presented by Tourism Nova Scotia To South Shore Tourism Industry Stakeholders 1
TODAY S DISCUSSION Tourism Nova Scotia Overview Marketing Development Visitor Insights 2
TOURISM INDUSTRY GOAL (2014) $4 billion by 2024 3
TNS MANDATE Achieve tourism growth in the province and maximize the value of tourism to the economy. 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. Communicate and collaborate with communities, private industry, and the tourism industry in the province. Tourism Nova Scotia Act (May 4, 2015) 4
APPROACH Aligned with provincial government priorities Export-focused Research-based decisions Visitor trends Outcome-driven Partnership and collaboration 5
4 PILLARS OF OUR STRATEGY 6
WHAT WE DO Marketing Direct-to-consumer Travel Trade Travel Media and Influencers Sector Development Experience Development Business Development Corporate Services & Operations Communications Research, Strategy and Policy 6 Provincial Visitor Information Centres Contact Centre Literature Distribution 7
ROLE CLARITY PARTNER Tourism Nova Scotia Industry Community Government TIANS/THRC ROLES Market Nova Scotia outside of Atlantic Canada Work with industry to develop experiences that motivate travel and improve Nova Scotia s competitiveness as a tourism destination Close the sale Drive repeat visitation Invest in product Deliver world-class experiences Partner with industry for destination development and regional marketing Visitor servicing Consider policy agenda in support of goal Infrastructure, investment Advocacy of industry s issues Industry training, certification and quality enhancement 8
OUR MARKETING APPROACH 9
PRIORITY MARKETS CANADA Ontario Quebec USA Northeast Mid-Atlantic INTERNATIONAL United Kingdom Germany China 10
WHO WE RE TARGETING IMMEDIATE FOCUS MID-TERM FOCUS Authentic Experiencers Cultural Explorers Free Spirits 11
AUTHENTIC EXPERIENCERS 12
CULTURAL EXPLORERS 13
FREE SPIRITS 14
NORTH AMERICA Advertising Campaign TV Digital (social media, search engine marketing, display, video) Out-of-Home (ie. billboards) Promotional partnerships (Les Chefs!) Travel media and influencers 15
2018 CAMPAIGN HIGHLIGHTS 16
OUT-OF-HOME 17
SOCIAL ADVERTISING Channels: Facebook, Instagram, small test on Pinterest Primarily video ad units, optimized for maximum engagement Video content: Campaign videos 15 second videos created from the Inspiring Content Program and EXCELLerator Program 18
AMAZING PLACES TO EAT LOBSTER 19
TRAVEL MEDIA & INFLUENCERS In 2018 familiarization and media tours visited: Good Cheer Trail & Lobster Trail participants Peggy s Cove East Coast Outfitters Blue Rocks (Pleasant Paddling) Shelburne County Museum & Dory Shop Lunenburg Arms Oak Island Resort Mersey River Chalets White Point Beach Resort Brigantine Inn 20
OVERSEAS In-market representatives Travel trade Travel media & influencers Advertising partnerships with Destination Canada & Atlantic Canada Advertising partnerships with Halifax International Airport Authority and airlines in Germany, UK 21
INDUSTRY MARKETING OPPORTUNITIES 22
NOVASCOTIA.COM 23
DOERS & DREAMERS GUIDE Official trip planning guide (online flip book and printed guides) 190,000 English & 25,000 French copies printed in 2018 Advertising opportunities, special co-op ad rates available for regions and municipalities 24
SOCIAL MEDIA ENGAGEMENT #VisitNovaScotia #NovaScotiaEats #NSLeafWatch #CanadaChat 25
INSPIRING CONTENT PROGRAM Create high quality video and images that can be used by you and TNS 6 partners to-date from South Shore Lunenburg Board of Trade Develop NS White Point Beach Resort Chester Region of Queens Quarterdeck Restaurant & Villas 26
DIGITAL MARKETING PROGRAM Partner with us to develop and implement customized digital marketing campaign (social advertising, SEM, display and video advertising) 21 partners in 2018 Oak Island Resort South Shore Tourism Cooperative White Point Beach Resort 27
DEVELOPMENT 28
WHAT ARE EXPERIENCES? Experiences are unique, hands-on activities where a visitor learns something by doing something with someone who lives here Unique experiences set Nova Scotia apart Connect visitors to Nova Scotia and its people, such as the chefs, fishers, farmers, artisans, guides, musicians, and storytellers Offer added value to an activity, which visitors will pay a premium for increasing tourism revenues 29
WHY CREATE EXPERIENCES? 1. Setting Yourself Apart Attract visitors to your site over other options 2. Growing Demand for Your Business: Increase demand during slower times, quieter days, or extending season 3. Increasing Revenue Higher-value offerings that encourage extended length of stay Create unique memories visitors want to return 4. Leveraging Marketing Opportunities Something new to highlight (website, social media, TNS channels) Visitors share their memories 5. Attracting New Visitors New customers and new reasons to visit
WORLD-CLASS EXPERIENCES Icons, most competitive differentiators Create new purchasable visitor experiences Motivate travel Increase profile, create buzz and media coverage
WORLD-CLASS EXPERIENCE EXCELLerator PROGRAM 29 participants to-date 7 new participants in 2018 Candlebox Kayaking Fox Harb r Resort Vision Air Services Lunenburg Walking Tours La Société Promotion Grand-Pré Avondale Sky Winery The Keeper s Kitchen at Cape Forchu Lighthouse 32
STELLAR BEACH FEAST $260 per person
SEA-TO-TABLE LOBSTER ADVENTURE $592 per person
LAHAVE ISLANDS GLAMPING ADVENTURE $749 per person/ $1049 per person
LOBSTER FEAST & PEGGY S COVE ADVENTURE $250 per person
GREAT CANADIAN LOBSTER FISHING FEAST $699per person/ $857single
PRIVATE ISLAND YURT FOR TWO $600 single/ $899per couple
PRIVATE ISLAND YURT FOR TWO 39
TOURISM REVITALIZATION OF ICONS PROGRAM (TRIP) $6 million over three years (2018-2021) for infrastructure to enhance visitor access and experiences, and help motivate travel to the province Icons must-see destinations that help motivate travel to the province differentiate Nova Scotia from destinations around the world 5 iconic sites: Bay of Fundy - $750,000 Cabot Trail - $1 million Halifax Waterfront - $ 1.5 million Lunenburg - $750,000 Peggy s Cove - $2 million 40
MENTORING & COACHING Starting & Enhancing Your Tourism Business Starting & Operating Accommodation/Campground Experience Development & Using Explorer Quotient NovaScotia.com & Doers & Dreamers Travel Guide Listings & Packages/Experiences China Readiness Program Travel Trade Readiness Research Barberstock photo/ video database 41
TOURISM REVENUES 42
TOURISM REVENUES Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes. These people are called visitors (residents or nonresidents) and tourism has to do with their activities, some of which imply tourism expenditure. 43
TOURISM REVENUES Are the measure of the economic impact of tourism. Measure progress towards the $4 billion goal. 44
TOURISM REVENUE CATEGORIES Accommodations. Food and beverage. Transportation. Travel agency and other reservations services. Cultural services. Recreation and entertainment. Other travel-related purchases. 45
TOURISM REVENUES Cross several sectors. Comprise a portion of receipts associated with a sector. Are based on visitor-reported spending. TNS develops estimates of tourism revenues using internal data and Statistics Canada data. 46
TOURISM REVENUES NS Residents Non-Residents Total 47
TOURISM REVENUES 15% Map showing regional allocation 8% 12% 3% 9% 52% 1% 48
VISITOR INSIGHTS 2017 Visitor Exit Survey 49
VISITOR EXIT SURVEY Profiles non-resident overnight visitors to Nova Scotia. Trip purpose Visitor spend Areas visited Activities Satisfaction Survey response cards direct non-resident overnight visitors to complete an online survey. This presentation focuses on the South Shore region. 50
Percentage of Visitor Parties TRIP PURPOSE 70% 60% 63% South Shore Visitor Overall Nova Scotia Visitor 50% 45% 40% 30% 30% 37% 20% 13% 10% 0% Pleasure Visiting friends and relatives (VFR) 5% Business 2% Other 5% 51
Percentage of Visitor Parties VISITOR ORIGIN 50% 45% 47% South Shore Visitor Overall Nova Scotia Visitor 40% 35% 36% 30% 25% 20% 15% 10% 5% 21% 7% 5% 26% 14% 8% 4% 3% 3% 2% 9% 5% 6% 4% 0% Atlantic Quebec Ontario Western Canada New England Middle Atlantic Other US Overseas 52
AVERAGE LENGTH OF STAY Overall Pleasure Visiting Friends or Relatives Business South Shore Visitor 7.0 6.8 7.6 6.4 Overall Nova Scotia Visitor 5.1 5.3 5.7 3.6 53
Percentage Staying At Least One Night at Each Type WHERE VISITORS STAYED 50% 45% 40% 35% 45% 45% 41% 34% 35% South Shore Visitor Overall Nova Scotia Visitor 30% 25% 20% 17% 17% 21% 15% 10% 5% 10% 8% 9% 6% 0% Hotel Motel Bed and breakfast Staying with friends or relatives Other fixed roof [NET] Campground [NET] Percentages add up to more than 100% because a visitor might stay in multiple types of accommodations during a single trip. NET other fixed roof accommodations includes inns, resorts, rented and owned cottages or cabins, universities, and other responses. NET campground includes national, provincial, and commercial campgrounds. 54
Per Party Per Trip Spend VISITOR EXPENDITURES* $3,000 $2,500 $2,000 $2,200 $2,550 $1,900 South Shore Visitor Overall Nova Scotia Visitor $2,000 $1,500 $1,000 $1,450 $1,500 $1,100 $1,250 $500 $0 Overall Pleasure Visiting friends and relatives (VFR) Business *Includes allocated travel/excludes major purchases 55
OUTDOOR ACTIVITIES PLEASURE VISITORS Coastal sightseeing Visit a beach Hiking Nature observing View the worlds' highest tides Sail/boat tour (other than whale watching) Whale watching Cycling or biking Kayaking None/I did not take part in any outdoor activities 7% 11% 8% 11% 4% 7% 5% 7% 10% 20% 34% 28% 35% 32% 26% 44% 48% 51% 62% 71% Overall Nova Scotia Visitor South Shore Visitor 56
Percentage of Visitor Parties VISITED AN ALCOHOL PRODUCER 35% 30% South Shore Visitor Overall Nova Scotia Visitor 33% 25% 20% 15% 10% 5% 17% 11% 14% 8% 12% 6% 4% 3% 20% 0% A micro/craft brewery A local distillery A winery A local cidery* At least one alcohol producer *Data limited to June to October 2017 57
Percentage of Visitor Parties WHO ATE LOBSTER? 80% 70% 60% 50% 59% 68% 47% 45% South Shore Visitor Overall Nova Scotia Visitor 49% 40% 30% 20% 10% 36% 29% 28% 0% Overall Pleasure Visiting friends and relatives (VFR) Business 58
Percentage Rating 8, 9 or 10 WILL RECOMMEND NOVA SCOTIA AS A PLACE TO VISIT South Shore Visitor 100% 95% 94% 94% 93% Overall Nova Scotia Visitor 95% 94% 94% 97% 91% 90% 85% 80% 75% 70% Overall Pleasure Visiting friends and relatives (VFR) Business 59
REGIONS VISITED Overall Visitor Parties Pleasure Visitor Parties Bay of Fundy and Annapolis Valley 38% 42% South Shore 32% 45% Halifax 74% 73% Eastern Shore 8% 10% Northumberland Shore 22% 28% Cape Breton Island 21% 35% Yarmouth and Acadian Shores 6% 10% 60
AMOUNT OF NS TRIP SPENT IN REGION Overall Pleasure Visiting Friends or Relatives Business South Shore Visitor 33% 30% 37% 23% 61
CAPTURE RATE Peggy's Cove 62% Lunenburg 55% Mahone Bay 35% Bridgewater 17% Chester 16% Liverpool 10% LaHave 7% Shelburne 6% Kejimkujik Seaside Adjunct 3% Hubbards 2% 62
GETTING TO $4 BILLION 63
GETTING TO $4 BILLION BY 2024 $4B $2.0 $2.3 $2.3 $2.3 $2.4 $2.5 $2.6 $2.7 $2.8 $2.9 $2.9 $3.0 $3.0 $3.1 $3.2 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 64
GETTING TO $4 BILLION BY 2024 Focus on what the visitor wants More experiences and reasons for people to visit and spend money Extend the tourism season Increase investment in marketing Sustainable air routes from key markets Higher quality and quantity of accommodations More people working in the sector Own our roles, collaborate & avoid duplication 65
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