New Brunswick Tourism Development Guidelines

Principes directeurs du développement du tourisme au Nouveau Brunswick Mars 2010 March 2010 New Brunswick Tourism Development Guidelines

New Brunswick Tourism Development Guidelines March 2010

New Brunswick Tourism Development Guidelines March 2010 Published by: Province of New Brunswick P.O. Box 6000 Fredericton, New Brunswick Printed in New Brunswick CNB 6994

Table of Contents Introduction......................... 1 Tourism in New Brunswick................ 1.................. 2 Experiences......................4 Coastal Boat Tours.......................... 4 Beaches........................... 5 Island Adventures..................... 6 Deep Sea Fishing...................... 7 Sailing............................ 8 Kiteboarding........................ 9 Outdoor Activities Wildlife Viewing...................... 10 Paddling: Freshwater Canoeing and Kayaking and Sea Kayaking............ 11 Cycling............................ 12 Hiking............................ 13 Fishing (Fresh Water)................... 14 Snowmobiling....................... 15 Cross Country Skiing and Snowshoeing....... 16 Culture, Entertainment and Heritage Festivals and Events................... 17 Heritage and Culture................... 18 Theatre........................... 19 Guided Walking Tours.................. 20 Cuisine Traditional/Authentic Food............... 21 Wineries...........................22 Agritourism.........................23 Culinary Workshops................... 24 Infrastructure.................... 25 Roofed Accommodations................25 Campgrounds....................... 26

1 Introduction The New Brunswick Tourism Development Guidelines identifies development priorities for the New Brunswick tourism industry and focuses investment on these priorities. This focus will ensure that the industry is growing in the right direction, with industry meeting consumer demand and the funding partners supporting strategic initiatives. The Guidelines are designed to be used by all those involved in the tourism industry in New Brunswick: existing operators; new entrepreneurs; municipalities; tourism associations; consultants; government departments and funding partners such as the Atlantic Canada Opportunities Agency and the Regional Development Corporation. The Guidelines promote strategic investment in the tourism sector in order to generate maximum economic impact for operators, the industry and the province. Focusing investment and development efforts on the priorities identified in these Guidelines will help ensure that the tourism sector is growing in a coherent, productive and sustainable direction, with industry meeting consumer demand and the funding partners supporting strategic initiatives. Vision The 2010 2013 Provincial Tourism Strategy: The Time Is Now envisions New Brunswick as a leading tourism destination in Canada, offering world class tourism experiences. Through environmentally sustainable practices, the tourism industry will continue to be a valuable contributor to the economic, social, and cultural fabric of the province. This is the vision pursued through these guidelines. The Guidelines also support the Department of Tourism and Parks Product Development Direction by prioritizing the development of experiential tourism in fields where market demand is strongest and the quality of the New Brunswick experience is highest. This focus on experiential tourism means finding ways for visitors to immerse themselves in New Brunswick s culture and heritage, and to explore its wilderness, towns, seacoast and countryside in meaningful and memorable ways. Accordingly, the Tourism Development Guidelines highlight four sectors for further development: coastal experiences; outdoor activities; culture, entertainment and heritage; and cuisine. As outlined in the following pages, within these categories, twenty-one types of activities and attractions have been selected for further development. In addition, research indicates that the quality and type of accommodations available are important to potential visitors as they consider their vacation plans. Raising the standard of the province s existing roofed accommodations and campgrounds is also a priority for investment over the next few years. These development priorities have been determined by assessment against four key variables: The potential for development of experiential tourism products; Existing market demand for this type of experience; New Brunswick s competitive advantage in providing this product relative to the competition; and The potential for increased revenue by investment in the sector. Delivery The Department of Tourism and Parks works with tourism operators and destination management organizations to disseminate current market information and to develop tourism products. The Department also provides advice and sector evaluations of individual tourism development project applications to funding agencies. The Enterprise Agencies of New Brunswick provide leadership for economic development at the community level and are the primary source for information on business development and sources of funding for tourism development projects. The New Brunswick Tourism Development Guidelines are available online at www.gnb.ca/0397 Contact information for Enterprise New Brunswick regional offices is found at www.enterprise-entreprise.ca The Tourism Development Guidelines have been produced by the Department of Tourism and Parks based on an analysis of current market research.1 Like the Provincial Tourism Strategy, the Development Guidelines document is designed to respond to ongoing research and everchanging consumer trends. As such, the document will be updated as required. Tourism in New Brunswick Tourism is serious business, representing fully six percent of the global trade in goods and services2 and generating US$944 billion in export earnings worldwide in 2008.3 In New Brunswick, tourism is an economic driver. Tourismrelated expenditures on accommodations, restaurants, shopping, travel and tourism activities contributed 1 Lang Research Inc. Travel Activities and Motivations Survey Canadian Travel Market:2006. 2 World Tourism Organization. Facts and Figures: Tourism and the World Economy. Retrieved from http://www.unwto.org/facts/ eng/economy.htm January 18, 2010. Figure based on 2003 data. 3 World Tourism Organization. Facts and Figures. Retrieved from http://www.unwto.org/index.php January 18, 2010.

close to a billion dollars to the provincial economy in 2007. More than half of this spending came from visitors from outside the province.4 These expenditures represent 3.2% of the provincial GDP more than the 3% of GDP contributed by agriculture, forestry and fisheries combined.5 The importance of tourism to New Brunswick s economy also exceeds the nationwide tourism GDP contribution of 2.2%.6 Tourism revenue translates into jobs in all regions of the province. It is estimated that the industry directly supports 23,000 full-time equivalent positions provincewide.7 In calculating the significance of a vibrant tourism industry to New Brunswick, often overlooked is the contribution tourism makes to enhancing the quality of life for residents. In addition to creating jobs at home, the industry pays $100 million in provincial tax and $18 million in municipal tax annually, sizeable contributions that help fund the public services we all desire and depend on. The cultural events, parks, trails, activities and attractions that draw tourists to the province are also enjoyed by New Brunswickers. The future success of New Brunswick s tourism industry hinges on its ability to attract visitors and fulfill or exceed their expectations. The industry must reach out to new potential visitors and entice the net-surfing armchair traveler. When they arrive, the province must treat them to a quality of experience that generates repeat business. To do so, the industry must continually refresh and refine its stock of existing products and introduce new tourism experiences that respond to consumer tastes and showcase the very best of the province s nature, culture and way of life. The region s four distinct seasons hold great potential for tourism development and for boosting economic growth in the sector. A review of current market research reveals a number of findings relevant to future tourism product development in New Brunswick: Strong demand for experiential travel in all geographic markets activity-based holidays, learning vacations, niche interests like yoga retreats, canoe-tripping, culinary courses have all grown in popularity since 2004. Current market research also suggests a good match between the primary interests of travelers in North America and Europe and some of New Brunswick s best assets. For example, topping the lists of trip motivators and interests are nature, scenery, ocean activities, beaches, historic sites, museums and art galleries, rural areas and agritourism, local food and wine, festivals, and outdoor activities. There is great potential for growth in particular sectors. For example, there is increasing interest in New Brunswick s key markets for outdoor activities like hiking, canoeing and cycling as well as winter activities like cross-country skiing and snowshoeing. Activity-driven travel planning travelers are increasingly choosing their vacation destination based on what they can do there, rather than deciding where to go first and being satisfied with what is offered. The majority of travelers now start their planning online. This means that not only does New Brunswick have to develop top quality products to respond to market demand; the province also needs to find a way to put its full range of products on-line. Research also indicates that travelers are looking for a critical mass of things to see and do at a destination. Travelers motivated to visit New Brunswick by the promise of one holiday pleasure swimming in the ocean, for example are also looking for an array of other experiences to round out their trip.8 Based on a detailed sector by sector review of current market information, the Department of Tourism and Parks has identified twenty-one key tourism experiences to be targeted for further investment and development. In addition to the particular infrastructure requirements of each of these activities one element of the general tourism infrastructure is highlighted for focused attention: accommodations -- both roofed accommodation and campgrounds. The development priorities are categorized as follows: 4 Source: Statistics Canada, 2007 Travel Survey of Residents of Canada, and the 2007 International Travel Survey, cited in New Brunswick Department of Tourism and Parks, Strategic Planning and Policy Branch. Economic Impact of New Brunswick Tourism Expenditures (2007). April, 2009, pg.2. 5 Ibid. 6 Statistics Canada. Canadian Tourism Satellite Account, October 2007. Figure based on data from 2002. 7 New Brunswick Department of Tourism and Parks, Strategic Planning and Policy Branch. Economic Impact of New Brunswick Tourism Expenditures (2007). April, 2009, pg.2. 8 See New Brunswick Department of Tourism and Parks, Strategic Planning and Policy Branch. A Profile of Cluster 1: An Analysis of New Brunswick Visitors and Markets based on the 2006 Travel Activities and Motivations Survey (TAMS), October 2007. 2

Coastal Experiences Coastal experiences are the leading activities for vacationing visitors (TAMS 2006). Coastal experiences include the following: Boat Tours Beaches Island Adventures Deep Sea Fishing Sailing Kiteboarding Outdoor Activities Outdoor activities have long been leading experiences for visitors to the Province. Interest is expected to grow as the aging population becomes more active and nature and the environment move even more to the forefront. Outdoor experiences include: Wildlife Viewing Paddling: Freshwater Canoeing and Kayaking and Sea Kayaking Cycling Hiking Fishing (Fresh Water) Snowmobiling Cross Country Skiing and Snowshoeing Culture, Entertainment and Heritage History and Culture are two of the most popular sectors of the province s tourism industry. More than 40 percent of the province s visitors pay visits to historic and cultural attractions when they travel. Examples of Culture, Entertainment and Heritage include: Festivals and Events Theatre Guided Walking Tours Cuisine Dining is the leading component of vacation travel and is a significant income-generator. The 2006 TAMS Study found dining in restaurants that use local ingredients and recipes was the number one activity visitors to the province take part in when they travel. Examples of cuisine-related experiences are: Traditional/ Authentic Foods Wineries Culinary Workshops Agritourism Infrastructure High quality accommodation is a key element of a successful vacation experience. However, an oversupply of accommodation capacity currently exists in the province. For this reason, development priority will be directed primarily to upgrading the existing stock. For purposes of this document accommodations are divided into the following categories: Roofed Accommodations Campgrounds On the following pages, each of the development priorities listed above are described in full under the following headings: Consumer Expectations Development Priorities Regional Need for Development Explains the scope of each Development Priority and what it includes. The reason why it is a Development Priority for the New Brunswick tourism industry. Defines what the consumer is looking for in each Development priority. Based on the consumer s expectations and consumer research, this section outlines the best opportunities for development. The developmental need, or product-market gap, varies across the province and is highlighted in this section. Other Requirements Suggested factors to be considered to ensure strategic development. 3

Experiences Experiences: Coastal Experiences Boat Tours The operation of passenger carrying vessels in coastal waters, as well as inland rivers and waterways, for such purposes as whale watching, wildlife & scenic viewing, and/or the interpretation of a particular region s cultural heritage. This category also includes houseboat rentals (with or without a guide). Boat tours provide an entrée to New Brunswick s Maritime experience as featured in the province s tourism marketing. The province s coasts and rivers are leading generators of visitation. Ocean-based boat tours provide visitors with direct exposure to the tides, whales and other marine life unique to the region. They provide ample opportunity to develop experiential tourism products. Rivers and Inland Waterways were once used as traditional travel routes that have historical significance. Freshwater boat tours likewise provide ample opportunity to develop experiential tourism products. Consumer Expectations and Profile Experienced guides, scenic vistas, interpretation of local history and natural phenomena. Water and boat safety, certified captains and Coast Guard-approved vessels. Visitors who take boat tours are somewhat older with higher levels of education and income. They prefer mid-range to luxury accommodation. They enjoy fine dining when on holiday. The learning aspect of travel is also very important to them as is the history and culture of the destination. New vessels and vessel upgrades, including structural and mechanical improvements, to operate a more efficient vessel in accordance with Transport Canada/ Coast Guard standards. Barrier-free access upgrade. Interpretive programs. Amenities and services (i.e. washrooms, parking, directional signage, accessibility). Wharves/ docking facilities and infrastructure upgrades or expansions for visitor reception buildings. Professional development - business training and hospitality/ customer service training. Technology upgrades and enhancements for online reservations, web presence and connectivity. Development is required throughout the Province. However, an emphasis will be placed on the Chaleur Bay and the Restigouche, Tobique, St. Croix and St. John Rivers. The Bay of Fundy whale watching market is considered to be developed to capacity therefore new entrants are not encouraged. For the same reason, existing operators may be considered for upgrades only, not expansions. Whale watching on the Northern and Eastern coasts of New Brunswick will be considered. Consultation with the Canadian Wildlife Services, the Department of Environment, Non-Governmental Organizations, the Department of Natural Resources, the Department of Fisheries and Oceans Canada, the Department of Agriculture and Aquaculture, and the Department of Fisheries may be required. 4

Experiences: Coastal Experiences Beaches Beaches include fresh or saltwater beaches which are suitable for swimming and fresh or saltwater Discovery beaches. Discovery Beaches are those with limited swimming and/or boating potential, but where appealing opportunities for seaside activities like beachcombing, birding, picnicking, walking, et cetera, exist. Saltwater beaches which are suitable for swimming are one of the Province s strongest trip motivators in Canadian markets. A day at the shore is among the highest ranking activities for visitors to the Province. Beach access to Discovery Beaches represents an opportunity for the ecotourism segment and they provide a unique experiential encounter for those seeking a serene, natural experience. Consumer Expectations & Profile An accessible and high quality beach for swimming and/or observing nature and walking/exploring. Beaches that are not overcrowded yet offer services and amenities. Scenic, coastal surroundings offering natural, photogenic settings. Beach visitors tend to be somewhat younger than average. They are well educated and while they are above average campers and participants in outdoor activities such as cycling and hiking they also have broad interests which include history & culture, attending festivals and even live theatre. Dining in restaurants which offer local ingredients and recipes is very important to this segment. Themed interpretive displays/signage of unique/rare wildlife or natural geological or biological phenomena located on-site. Modest amenities and services (i.e. washrooms, parking, directional signage, accessibility). Beach and coastline clean-up measures. Infrastructure upgrades in visitor facilities (i.e. picnic tables and benches, garbage containers, barrier-free access, boardwalks and protective sand dune fencing). Required at all priority dunes and discovery beach locations of the Province as identified by the Department of Tourism and Parks. A complete inventory list of dunes and discovery beaches can be obtained from the Department. Consultation with the Department of Fisheries and Oceans Canada, the Department of Environment, the Department of Natural Resources, Non-Governmental Organizations, the Canadian Wildlife Service, the Department of Agriculture and Aquaculture, and the Department of Fisheries may be required. 5

Experiences: Coastal Experiences Island Adventures Island adventures includes activities on the Fundy Islands of Campobello, Deer Island and Grand Manan, and the Acadian Peninsula s Islands of Miscou and Lameque. Initial priority will be placed on the development of an unguided bicycle tour that includes all three Fundy Isles. The tour will emphasize the uniqueness and diversity of the island experience and may include exploring seacoast and natural landscapes, wildlife viewing and discovering coastal villages. Further development of the three-island tour concept will also be entertained, including other linkages among the Islands (boat tours, sea kayak, etc.). Other experiential tourism development initiatives that promote the unique attributes of the islands in accordance with the other priority sectors outlined in these guidelines are also encouraged. Successful cycling products (trade ready) tend to have very strong destination themes (Cycling in Niagara s Wine Country; Cycling in Nova Scotia s Annapolis Valley, etc.) The Fundy Isles offer a destination theme that is both powerful and unique in North America. The Islands currently have a product that is suitable for cycling. The development of a three Island cycling tour opens numerous possibilities for the involvement of private sector (accommodation, transportation, food & beverage) Cyclists are among the Province s highest educated visitors, the majority are under the age of 45 and they tend to be very active outdoors (above average hiking, swimming, and kayaking). Although they are very outdoor active their interests extend to nature, culture, history and culinary. Cyclists are very capable of traveling on their own in an outdoor environment and their broad range of interests make them ideal candidates for the Island product. Consumer Expectations A unique experience not found on mainland. Regularly scheduled access to the islands. Adequate roads and trails for cycling. Adequate accommodation and food services. Maps, guides and cycle rental and repair services. Trail maps and guides. Bicycle rental and repair services. On-site interpretation programs. Interpretive signage focusing on the marine and natural history of the island for self-touring on-site. Experiences focused on the unique attributes of the island (flora, fauna, geological phenomena/ formations). Product and potential market studies to explore further development of the concept. Limited to Deer, Campobello, Grand Manan, Miscou and Lameque Islands. Consultation with the Department of Fisheries and Oceans Canada, the Department of Environment, the Department of Natural Resources, Non-Governmental Organizations, the Department of Agriculture and Aquaculture, and the Department of Fisheries may be required. 6

Experiences: Coastal Experiences Deep Sea Fishing Includes charters and regularly scheduled deep sea fishing experiences. Focus is on recreational (not expert) fishing, suitable for a family experience. Deep Sea fishing is one of the most undeveloped activities in New Brunswick relative to the rest of the Maritimes. Deep sea fishing has broad market appeal. It uses familiar equipment (rod & reel) and appeals to the recreational fresh water fishing market which may include families. It offers a uniquely Maritime experience with very high potential for the development of experiential components and equally high potential to increase length of stay. Consumer Expectations and Profile Water and boat safety, certified captains and Coast Guard approved vessels. Fishing equipment, rain gear, life jackets and bait are supplied. Reasonable opportunity to catch edible ocean fish. Catch cleaned and packaged. Visitors who have taken part in deep-sea fishing have a far above average interest in ocean beaches which makes the experience an excellent match for the east coast. They have a slightly above average interest in camping and a below average interest in vacation packages. Dining in restaurants offering local cuisine and recipes as well as outdoor cafes rate far above average. New vessels and vessel upgrades including structural and mechanical improvements to operate a more efficient vessel in accordance with Transport Canada / Coast Guard standards. Amenities and services (i.e. washrooms, parking, directional signage, accessibility, barrier-free access). Wharves / docking / boat landing facilities. Interpretive programs. Professional development business training and hospitality / customer service training. Technology upgrades and enhancements for online reservations, web presence and connectivity. There is opportunity for development in both the Fundy and east coast regions of the province with highest priority placed on the East Coast. Consultation with the Department of Fisheries and Oceans Canada, and the Department of Environment may be required. 7

Experiences: Coastal Experiences Sailing Sailing experiences Include sailing lessons, charters (not rentals) and regularly scheduled tours or departures. Ocean sailing is a uniquely Maritime experience which is offered in both Prince Edward Island and Nova Scotia but not in New Brunswick, other than as a whale watching experience. Although the market is relatively small, the opportunity for experiential development is high and the potential to increase length of stay is very high, especially in the case of sailing lessons. The Moncton / Shediac area is a sailing hub in the Province and it offers strong population base in terms of resident population, long stay visitor population and transient visitor population. Sailing on the Lower Passage of the St. John River has also long attracted visitors from all over the world. Further development of this experience holds potential for increased income-generation. Vessel upgrades including structural and mechanical improvements to operate safer and more efficient vessels in accordance with Transport Canada / Coast Guard standards. Amenities and services (i.e. washrooms, parking, directional signage, accessibility, barrier-free access). Wharves / docking / boat landing facilities. Professional development business training and hospitality / customer service training. Technology upgrades and enhancements for online reservations, web presence and connectivity. There is opportunity for development in the Fundy, east coast, and Chaleur Bay regions of the Province with highest priority placed on the Shediac area. Consultation with the Department of Fisheries and Oceans, and the Department of Environment may be required. Consumer Expectations and Profile Water and boat safety, certified captains and Coast Guard approved vessels. Qualified instructors, appropriate vessels and an organized program in the case of sailing lessons. Visitors who have taken part in sailing tend to be younger and very well educated. They have above average interest in culinary experiences, winery tours, sea kayaking and festivals and events. Their interest in both camping and vacation packages runs below average. 8

Experiences: Coastal Experiences Kiteboarding Kiteboarding experiences, including lessons and equipment rentals. Kiteboarding is a complementary experience for the east coast beach product. The activity has high appeal to the younger, more active segment of the beach market. The Province has uniquely favorable conditions for kiteboarding and it is beginning to establish a reputation in the sport. Consumer Expectations and Profile High quality, well maintained equipment and sound safety protocols. Qualified instructors and operators. Visitors who have taken part in these activities tend to be younger with a very high interest in ocean beaches, hiking and cycling. They have above average interest in restaurants with local cuisine and a below average interest in arts and crafts and historic learning. New equipment and equipment upgrades. Amenities and services (i.e. washrooms, parking, directional signage, accessibility, barrier-free access). Professional development business training and hospitality / customer service training. Technology upgrades and enhancements for online reservations, web presence and connectivity. Opportunities for development include the north east coastal region of the province where conditions are considered suitable. 9 Consultation with the Department of Fisheries and Oceans Canada, and the Department of Environment may be required.

Experiences: Outdoor Activities Wildlife Viewing Wildlife viewing includes any activity related to observing wildlife in their natural environment, such as bird-watching (avitourism), whale-watching, or seal, moose, and bear viewing. More than 20 percent of visitors to New Brunswick are very interested in wildlife and this number is expected to grow as society s interest in nature and the environment continues to build. Nature tours are one of the fastest growing segments in the US travel trade market. Wildlife is one of New Brunswick s natural product strengths. The Province offers unique wildlife viewing experiences. Consumer Expectations and Profile Guided and unguided tours rich in learning experience in true and unspoiled natural setting. Opportunity to see and photograph unique wildlife spectacles and rare species. Amenities and services on or close to sites (i.e. accommodations, restaurants, fuel, picnic shelters, washrooms). Visitors who take part in wildlife viewing are interested in all aspects of nature. They participate in marine wildlife viewing, bird watching and viewing wildflowers at well above average rates. These visitors are somewhat older and prefer more upscale amenities. While they are less interested in recreational and beach activities, dining is extremely important. They visit historic and cultural attractions at well above average rates. Close proximity to dining and to cultural and historic attractions is very important. Diversification of outfitter accommodations to cater to nature enthusiast. Interpretation programs/ guided tours on land or water. Guide and Interpretation training. Trail development with maps, directional signage and viewing platforms/ stations. Diversification of existing operators to offer wildlife viewing experiences and tours. Barrier-free access upgrade. Professional development - business training and hospitality/ customer service training. Technology upgrades and enhancements for online reservations, web presence and connectivity. Development of wildlife viewing is required in all area of the Province. For avitourism, a list of identified sites is available from the Department of Tourism and Parks. Consultation with the Department of Natural Resources, the Canadian Wildlife Service, and the Department of Environment may be required. 10

11 Experiences: Outdoor Activities Paddling: Freshwater Canoeing and Kayaking and Sea Kayaking Paddling vessels which are rented with or without a guide, for commercial operation for such purposes as instruction, wildlife and scenic viewing, fishing and/ or the interpretation of a particular region s cultural heritage. Includes operations with launching and tripping facilities for visitors with own canoe, kayak. Sea kayaking in New Brunswick is underdeveloped relative to the rest of the Maritimes. The Province should be able to support several more businesses. Freshwater canoeing and kayaking on inland rivers and waterways is almost completely undeveloped. There is significant untapped economic potential in freshwater paddling tourism. It is an excellent soft outdoor adventure family experience, and a trip motivator for a significant number of potential visitors. New Brunswick waterways offer top notch paddling opportunities suitable for families and novices and experts alike. These activities offer high potential for the development of value-added experiential tourism products. Consumer Expectations and Profile New and well maintained equipment available to rent. Water and boat safety equipment & instruction. Certified guides and instructors with local and historical knowledge of the tides and waterways. Reliable route maps and paddling guides. Scenic vistas, river trips and lake circuits, day trips and multiday wilderness expeditions, flatwater as well as mild to moderate white-water options, on-land excursions, and wildlife viewing. Visitors who canoe and kayak on holiday are very well educated, very active in other outdoor activities (swimming, hiking, cycling) and they are interested in all aspects of the outdoors and nature. They are above average campers yet they enjoy dining in restaurants (both local and high end). Their interests are broad, including art galleries, theatre and historic attractions. Interpretation and route mapping. Industry training for natural interpretation, guiding, insurance and risk management planning. Wilderness tent sites (non-commercial) with washroom/outhouse facilities, campfire pits, shelter, picnic tables, etc. Put-in and take-out locations with washrooms, parking, signage, on-roads suitable for motor vehicles. Experiences partnering with accommodation/ campgrounds. Shuttle services; canoe and kayak equipment including boats, paddles, life jackets. Infrastructure upgrades or expansion for visitor reception buildings and equipment. Outfitter diversification/ expansion into offering canoe/kayak experiences will be encouraged. Professional development - business training and hospitality/ customer service training. Technology upgrades and enhancements for online reservations, web presence and connectivity. Upgrades for existing operators and amenities (saltwater and freshwater) throughout the Province. Consultation with the Canadian Wildlife Service, Transport Canada, the Department of Environment, Non-Governmental Organizations, the Department of Natural Resources, the Department of Fisheries and Oceans Canada, the Department of Agriculture and Aquaculture, and the Department of Fisheries may be required.

Experiences: Outdoor Activities Cycling Bicycle rentals or guided/non-guided bicycle tours that take place on non-motorized bicycle paths or designated routes on provincial highways and/or municipal roads. Cycling is very popular in the Province s key market areas. Cycling tourism is a sector in which New Brunswick is highly undeveloped relative to the rest of the Maritimes. Both Nova Scotia and Prince Edward Island have developed many more cycling routes and they have marketed their product to the US travel trade market. New Brunswick s varied geography, scenery and existing amenities hold great potential for the development of a profitable cycling tourism industry. Consumer Expectations and Profile Bicycle rentals and repairs, shuttle services, route maps, and guided and unguided tours. Cycling trails which are scenic and unique and have access to amenities. Cyclists are among the province s highest educated visitors, the majority is under the age of 45 and onehalf have household incomes of more than $80,000 per year. They tend to be avid campers and are very outdoor active (above average hiking, swimming, kayaking, skiing). Although they are very active outdoors, they are far above average in terms of their interest in visiting wineries, attending live theatre and dining in restaurants offering local cuisine. Guided tours offering one-day or multi-day itineraries and non-guided one-day or multi-day programs for the independent cyclist. New trail development and maintenance that is strategic to the New Brunswick Trails Council Inc. and is in agreement with the guidelines and policies put forth by the New Brunswick Trail Management Strategy (where applicable). Access to amenities along trail route (i.e. parking, washrooms, directional signage, etc.) and access routes to services (accommodations, food, attractions, general services, etc.). Bicycle rentals and shuttle services. Interpretation and route mapping. Professional development business training and hospitality and/or customer service training. Technology upgrades and enhancements for online reservations, web presence and connectivity. Marketing of existing cycling opportunities in New Brunswick and of New Brunswick as a cycling destination. Development work is required in all areas of the province; however, priorities will be placed on enhancing experiences along the existing and proposed routes within the New Brunswick Trails Council Inc. s master plan, along the Trans Canada Trail and/or along local community non-motorized trail networks. Consultation with the New Brunswick Trails Council Inc., the Department of Natural Resources, the Department of Environment, the Department of Transportation, the Department of Public Safety, the New Brunswick Federation of Snowmobile Clubs, the New Brunswick All Terrain Vehicle Federation, local trail groups, local municipalities, and private land owners may be required. 12

13 Experiences: Outdoor Activities Hiking Hiking experiences include hiking, backpacking and walking trails, services geared to hikers, and suppliers offering guided and unguided tours. Hiking is very popular, ranking second only to swimming as an activity of interest to visitors to the province and among all travelers in New Brunswick s target markets. Given its position at the northern end on the Appalachian mountain chain, its vast tracts of wilderness, attractive coastal and rural scenery and existing network of trails, the province is well positioned to build itself as a hiking destination. The Province is as yet undeveloped as a hiking destination relative to the rest of the Maritimes. Nova Scotia in particular offers a much more advanced and diversified product. New Brunswick is therefore overlooked by the lucrative US travel trade. Hiking tourism lends itself well to the complementary development of value-added experiential tourism products (for example, trailhead accommodations, local cuisine, guided interpretation, post-hike entertainments and spa treatments). Consumer Expectations & Profile Guided and unguided tours. A diversity of safe, well defined trails with basic amenities, and unique or spectacular views. Hiking visitors are above average campers and while their interest in both nature and outdoor activities runs well above average, they are also very interested in historic and cultural experiences. They visit historic villages, art galleries and museums at above average rates and they lead all segments in terms of dining in restaurants offering local cuisine and recipes. As a group, they are generally well-educated with above average incomes. They are generally well-travelled and travel frequently. The majority of people who go hiking while on holiday or plan a hiking vacation go for day hikes rather than long distance backpacking trips. However, they may seek a destination that provides a weeks-worth of day hikes, with a hot shower and fine meal at the end of each day. The backpacking market is smaller, but still sizeable. Guided tours offering one-day or multi-day itineraries. Non-guided one-day or multi-day experiences for the independent hiker. New trail development and maintenance that is strategic to the objectives set by the New Brunswick Trail Council Inc. and is in agreement with the guidelines and policies put forth by the New Brunswick Trail Management Strategy (where applicable). Access to amenities along trail route (i.e. parking; washrooms; directional signage; tent pads, shelters or roofed accommodations; etc.). Access routes to services (accommodations, food, attractions, general services, etc.). Interpretation and route mapping. Professional development business training and hospitality and/or customer service training. Technology training, Technology upgrades and enhancements for online reservations, web presence and connectivity Marketing of existing hiking opportunities in New Brunswick and of New Brunswick as a hiking destination. Development work is required in all areas of the province; however, priority is given to enhancing experiences along the existing and proposed trails within the New Brunswick Trails Council Inc. s Master Plan, along the Trans Canada Trail and/or along local community non-motorized trail networks. Consultation with the New Brunswick Trails Council, Inc., the Department of Natural Resources, the Department of Transportation, the Department of Environment, the Department of Public Safety, the New Brunswick Federation of Snowmobile Clubs, the New Brunswick All Terrain Vehicle Federation, local trail groups, local communities/municipalities, and private land owners may be required.

Experiences: Outdoor Activities Fishing (Fresh Water) Guided or self-guided (NB residents only) fishing on New Brunswick s rivers, coastal and inland waterways, which may include catch-and-release and/or consumptive fishing as well as complementary fishingrelated activities such as instruction. Freshwater Fishing is one of the most popular outdoor activities in the Province s main market areas. It ranks above cycling, golf and canoeing in terms of participation on overnight trips. New Brunswick offers world class fresh water fishing resources. Consumer Expectations and Profile Sport fishing species to fish. Boat and equipment rentals, put in and take out locations with support facilities. Certified guides, new and well-maintained equipment, and water and boat safety. Unlike visitors who participate in saltwater fishing, those who take part in freshwater fishing are not a natural fit for the rest of the Province s tourism product. They are below average participants in ocean beaches, visiting historic villages, dining in local restaurants and almost all outdoor activities. Freshwater fishermen go on vacation to fish. They are looking for packaged trips more than any other segment. However, if a casino is handy, they are more likely to stop in than visitors in any other segment. Interpretation and guiding programs. Put-in and take-out locations with washrooms, parking, signage, on-roads suitable for motor vehicles. Experiences partnering with accommodations/ campgrounds. Shuttle services. Fishing equipment and rentals including boats, trailers, rods, tackle, paddles, life jackets. Outfitter diversification into offering fishing experiences will be encouraged. Ice-fishing facilities. Professional development business training and hospitality / customer service training / risk management. Technology upgrades and enhancements for online reservations, web presence and connectivity. Required throughout the Province, however, an emphasis will be placed on the Miramichi, Restigouche, Tobique, St. Croix and St. John Rivers. Deep Sea: Bay of Fundy, Northumberland Strait. Consultation with the New Brunswick Guides Association, the Department of Fisheries and Oceans Canada, the Department of Natural Resources and the Department of Environment may be required. 14

Experiences: Outdoor Activities Snowmobiling Snowmobiling, as a tourism product, includes touring on the New Brunswick Federation of Snowmobile Clubs Snowmobile Trail system by visitors and residents. The snowmobile sector is currently integral to the winter tourism season in New Brunswick. Developing winter tourism is key to further developing New Brunswick into a year-round vacation destination. There is considerable interest in snowmobiling within the region, and growth potential in the US market. A number of hotel, restaurants, lodges and providers of fuel enjoy a significant amount of their winter business from snowmobile visitors. Consumer Expectations A variety of picturesque scenery in remote, accessible pristine settings. Amenities and services on, or accessible to, trails (accommodations, food services, fuel, shelters) Quality and affordable accommodations prepared to meet snowmobile tourists needs. A safe, well developed, not-overcrowded, consistently groomed well signed and maintained trail system with reasonable distances between fueling stations. Exclusive use of trail. Detailed and accurate provincial snowmobile trail map that is easy to read (on-line and print). Snowmobile safety activities (training, new program development, emergency shelters) Equipment purchases for snowmobile rentals and staff training for guided tours. Grooming purchase and maintenance of grooming equipment. Snowmobile trail development and maintenance. Replacement, maintenance and installation of signage on new and existing snowmobile trails. In addition to Québec and Regional advertising, marketing efforts in the north eastern United States. Development of new, or expansion of existing support businesses (repair shops, rest areas/ stores, gas stations, dealers, accommodations, attractions) for the snowmobile visitor, and the development and maintenance of connecting trails to these businesses. Overnight sled parking at accommodations. Professional development business training and hospitality/ customer service training. Technology upgrades for online reservations, web presence and connectivity. Upgrading of the snowmobile product is required in all areas of the province where there is adequate winter snow cover.priority should be the Provincial Snowmobile Trail and the Northern Odyssey Trail, followed by regional and community trails based on past research. All developmental work should be administered through the NB Federation of Snowmobile Clubs. Where appropriate, consultation with private landowners, the Department of Transportation, and the Department of Natural Resources may be required. 15

Experiences: Outdoor Activities Cross Country Skiing and Snowshoeing Cross country skiing and snowshoeing as tourism products include touring on groomed trails, guided or unguided outings, and the facilities and services required to offer cross country skiing and snowshoeing experiences to tourists. Cross country skiing represents a potentially large market during the winter season when the need for additional room sales is high, especially in non urban centers. The 2006 TAMS survey reports that over the last two years, 6.9% of adult Canadians went cross country skiing or snowshoeing while on an out of town, overnight trip of one or more nights. This exceeds the snowmobiling segment. A third of cross country skiers and snowshoers cited this activity as the main reason for taking at least one trip. The largest Canadian market for cross country skiing and snowshoeing tourism is Quebec, on New Brunswick s border. By virtue of its geography, climate, culture and location, New Brunswick is well poised to take advantage of the lucrative cross country skiing and snowshoeing vacation market. The province also has a cadre of lodges and inns that could develop their businesses to cater to skiers and snowshoers. This is a potentially rich but currently almost completely untapped tourism market in New Brunswick. There are currently several day use cross country skiing and snowshoeing facilities in New Brunswick that cater mainly to local recreational skiers in large numbers, but need further development to build a cross country skiing and snowshoeing tourism industry. Consumer Expectations A variety of safe, well maintained trails of various lengths with unique or spectacular winter scenery and attractive, comfortable and conveniently located accommodations. Exclusive use of trails (i.e., not shared with snowmobiles or walkers). Basic amenities and services at reasonable distances on trails. Ski centers offering parking, food and beverage services, change rooms, other amenities. Off-trail cultural activities. Cross country skiers and snowshoers are high income, highly educated, and frequent travelers. In general, they are highly active in both outdoor activities and culture and entertainment pursuits while traveling. They are high consumers of products like literary and film festivals, theatre and aboriginal cultural experiences as well as shopping, dining, visiting historical sites, museums and art galleries. They are also two to three times more likely that the average Canadian pleasure traveler to participate in educational or experiential activities. According to TAMS, Relative to the average Canadian Pleasure traveler [they] were especially likely to have stayed in a wilderness setting (e.g. wilderness campsite, car-accessible lodge, remote or fly-in lodge or outpost), health spa, inn or resort with gourmet dining, farm or guest ranch and cooking school within the past two years. This reflects this segments keen interest in novelty when they travel. 9 Expansions and upgrades to cross country ski centers to serve the tourist market. New trail development, upgrades and maintenance to existing trails. Shelters and facilities on trails. Web-site development by cross country ski operators and clubs, including linkages with overnight accommodation facilities. Professional development, business training, customer service training. Development is required in all areas of the province. Where appropriate, consultation with Cross Country Ski Associations, private land owners, the Department of Transportation and the Department of Natural Resources may be required. 9 Lang Research Inc. Canadian Travel Activities and Motivations Survey Cross Country Skiing and Snowshoeing, November 2007. 16

Experiences: Culture, Entertainment & Heritage Festivals and Events Festivals and events qualify if they are regional, national or international in scope and have activities scheduled over a minimum period of two days. Events qualify as regional, national or international if a minimum of 10 percent of paid attendance originates from outside the province and/or a minimum of 25 percent of promotional budget is invested in areas outside the province. Festivals and events which are eligible include cultural, music, artistic, local food and/or wine, or sports events. Festivals and events can be significant generators of tourism visitation and revenue and may offer potential to extend the season or generate visitation in the shoulder seasons and winter months. They have the potential to generate awareness of New Brunswick in external markets. As an icon product for the province, the Acadian cultural product offers New Brunswick a competitive edge in the regional market and it is an important product in Québec. Training volunteer recruitment and management, hospitality and customer service training. Development of strategic plan/ business plan/ marketing plan/ risk management plan. Community-based bids for attracting regional or national sporting or artistic events. Infrastructure venues, equipment purchase or rental. Technology upgrades and enhancements for online reservations, web presence and connectivity. Professional development including business training for managers and owner/operators. Hospitality and customer service training. Development work is required in all regions of the Province. Consultation with the Department of Wellness, Culture and Sport and with the First Nation Communities/ Elders may be required. Consumer Expectations Visitors who travel from external markets for the main purpose of attending a specific festival or event have very high expectations that the event will be of high quality, well organized and deliver an experience that meets their expectations (and justifies the trip). Ability to reserve tickets in advance; schedule and prices listed in advance. Safe environment, amenities, services and environmentally friendly locations. As festivals and events cover such a broad spectrum of possible themes (from culture to sport) there is not a common or general profile of consumers. 17