THE TOWN OF WASAGA BEACH 3-5 YEAR TOURISM DESTINATION DEVELOPMENT ACTION PLAN INDUSTRY/PUBLIC LAUNCH SESSION MAY 28, 2018
THERE S NEVER BEEN A BETTER TIME TO BE IN THE TOURISM INDUSTRY 2017 INTERNATIONAL TOURIST ARRIVALS GREW BY 7% TO REACH 1,322 BILLION EXPECTED TO CONTINUE +4-5% IN 2018 UNWTO WORLD TOURISM BAROMETER 2
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THE AMERICANS HAVE RETURNED 14.33 MILLION VISITORS (+3.1% - 2016) BEST PERFORMANCE SINCE 2005 DESTINATION CANADA, MARCH 2018 4
INTERNATIONAL MARKETS GREW ASIA-PACIFIC: 1.90 MILLION, +11.4% EUROPE - 1.76 MILLION, +0.7% LATIN AMERICA - 498,000, +39.3% DC CORE MARKETS, MARCH 2018 5
2017 ACCOMMODATION PERFORMANCE OCCUPANCY - 65.6%, +1.8 POINTS AVERAGE DAILY RATE - $155.10, +4.8% REVPAR - $101.69, +7.8% DESTINATION CANADA, MARCH 2018 6
ONTARIO - TOTAL INBOUND 2016 F 2017 F 2018 F % 2019 F % 2018 F 2019 F Total Visits ('000) 149,377 152,482 154,666 1.4% 157,290 1.7% Ontario Residents 126,969 128,790 130,840 1.6% 132,840 1.5% Other Provinces 7,064 7,228 7,318 1.2% 7,403 1.2% United States 12,835 13,812 13,774-0.3% 14,235 3.3% Overseas 2,509 2,651 2,733 3.1% 2,813 2.9% Total $ (million) 26,651 29,295 30,678 4.7% 31,798 3.7% Ontario Residents 14,225 15,743 16,108 2.3% 16,267 1.0% Other Provinces 2,384 2,518 2,705 7.4% 2,851 5.4% United States 4,246 4,670 4,982 6.7% 5,219 4.8% Overseas 5,796 6,364 6,883 8.2% 7,460 8.4% 7 OMTCS, Statistics Canada. F = Forecast
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WHAT IS TOURISM TOURISM IS THE ACTIVITIES OF PERSONS TRAVELLING TO AND STAYING IN PLACES OUTSIDE THEIR USUAL ENVIRONMENT FOR NOT MORE THAN ONE CONSECUTIVE YEAR FOR LEISURE, BUSINESS AND OTHER PURPOSES (WORLD TOURISM ORGANIZATION, UNITED NATIONS STATISTICAL COMMISSION) 9
WHAT IS TOURISM TO BRAIN TRUST TOURISM IS THE ACTIVITIES OF PERSONS TRAVELLING TO, AND IDEALLY STAYING IN* PLACES OUTSIDE THEIR USUAL ENVIRONMENT, MORE THEN 80 KM FROM HOME, FOR LEISURE AND SPORT PURPOSES OR TO ATTEND A CONVENTION, CONFERENCE, TRADE SHOW *PAID COMMERCIAL ACCOMMODATIONS 10
REMINDER: THE END GAME GROW TOURISM VISITATION AND REVENUES DRIVE TOURISM BUSINESS TO PRIVATE AND PUBLIC SECTOR BUSINESSES AND ORGANIZATIONS 11
TOURISM DESTINATION MANAGEMENT A CONTINUOUS PROCESS OF UNDERSTANDING, COORDINATING, INVESTING, DEVELOPING AND MARKETING THE TOURISM POTENTIAL OF A DESTINATION IN WAYS THAT PROVIDES VALUE TO VISITORS, COMMUNITIES AND BUSINESSES 12
PLANNING CONTEXT CUSTOMER CENTRIC - FOCUS ON THE VISITOR JOURNEY SEEING THE SIGHTS IS NO LONGER ENOUGH. TRAVELLERS WANT TO VENTURE BEYOND THE BEATEN PATH AND DIVE DEEPER INTO AUTHENTIC LOCAL CULTURE, CONNECTING WITH PEOPLE AND PLACES IN DEEP AND MEANINGFUL WAYS 13
MAKE SHIFT HAPPEN: A NEW WAY OF THINKING IS REQUIRED FROM PRESENTING: A LIST OF THINGS TO SEE AND DO SHIFT TO PROVIDING: A JOURNEY OF VISITOR EXPERIENCES REVEALED OVER TIME THAT ENGAGE, EXCITE, ARE RELEVANT AND MEMORABLE 14 Dr. Nancy Arsenault (TC) and Richard Innes (BT)
Potential Understand Your Tourism Assets: Infrastructure Activities People/Programs Supply Identify: Themes Stories Narrative = Unique Differentiators Know Your Ideal Guests: Desired Benefits Attitudes Values Motivations Demographics Geographic Demand
A SHIFT IS REQUIRED: EXPERIENCES VS. PRODUCTS (ASSETS) ROE ROI
TOURISM ASSET ASSESSMENT TYPICAL BUSINESSES INFRASTRUCTURE / PLACE BASED ASSETS Hotels, historic sites, parks, attractions, theatres, restaurants, transportation, sports facilities & tour operators. ACTIVITY / SERVICE BASED ASSETS Fishing outfitters/charters, artisans, horse-drawn sleigh rides. PEOPLE / PROGRAM BASED ASSETS Guiding companies, storytellers, musicians, festivals/events and small tour operators. CHARACTERISTICS High fixed costs, need visitor volume &/or base funding. Fixed cost related to activity, need steady volume but often smaller groups. No to low fixed costs, typically low volume, highly specialized. Use other s infrastructure. Less volume and charge higher prices. WASAGA BEACH ASSETS There are more than XXXX infrastructure assets: roofed accommodations camping/rv park restaurants agri-culinary assets natural assets culture/heritage assets golf courses There is a total of XXXX outdoor activity-based assets including: angling operator paddling surfing There is a total of XXXX program / people assets. This includes XX festivals/events, X self-guided tours People providing experiences include: o guided tours o culinary experiences o storytellers o musician (reported)
ONTARIO SEGMENTATION STUDY IDEAL GUESTS 12 UNIQUE SEGMENTS WERE IDENTIFIED
IDEAL GUESTS TO BE CONFIRMED RTO7 S ENVIRONICS ANALYTICS UP AND COMING EXPLORERS NATURE LOVERS FAMILY MEMORY BUILDERS CONNECTED EXPLORERS 19
DEMAND VS. SUPPLY THINKING EXAMINE WASAGA BEACH THROUGH THE VISITOR S LENS WHAT BENEFITS ARE OUR IDEAL GUESTS SEEKING? HOW DO WE DELIVER UNFORGETTABLE EXPERIENCES? WHAT CAN WE OFFER THAT IS UNIQUELY OURS? HOW DO WE LAYER ON ENGAGEMENT/EMOTION (ROE)? HOW DO WE DELIVER REVENUE TO OPERATORS (ROI)?
THE VISION THIS IS GOING TO BE PARADIGM SHIFT FOR WASAGA BEACH MAYOR SMITH* *Simcoe.com, Jan. 4, 2018 22
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PROJECT APPROACH LITERATURE/DOCUMENT REVIEW REPORTS, PLANS, STUDIES INDUSTRY CONSULTATIONS - CONVERSATIONS WITH: TOURISM STAKEHOLDERS AND PUBLIC ELECTED OFFICIALS, TOWN STAFF DEVELOPER ASSOCIATIONS, BOARDS, TEAC 24
WHAT DO YOU THINK? 1. COMPLETE THIS SENTENCE: FROM A TOURISM PERSPECTIVE IN FIVE YEARS WASAGA BEACH WILL BE 2. WHAT ARE THREE THINGS THAT THE TOURISM INDUSTRY NEEDS TO DO TO GROW TOURISM IN WASAGA BEACH?? 3. WHAT TYPES OF VISITORS WOULD YOU LIKE TO SEE IN WASAGA BEACH? 25
PROJECT APPROACH UNDERSTAND THE DESTINATION CURRENT PERFORMANCE ROLES AND RESPONSIBILITIES WHO DOES WHAT TOURISM ASSET ASSESSMENT EVENTS CLASSIFICATION DEFINE THE IDEAL GUEST(S) IDENTIFY THEMES, NARRATIVES 26
PROJECT APPROACH STAKEHOLDER VISION SESSIONS VISION SESSIONS INFORM, INPUT, VALIDATION DRAFT DESTINATION MANAGEMENT PLAN WORKING GROUP VALIDATION FINAL DESTINATION MANAGEMENT PLAN PRESENT DESTINATION MANAGEMENT PLAN TO INDUSTRY/COUNCIL 27
MAKE SHIFT HAPPEN INDUSTRY DRIVEN - DEFINE ROLES AND RESPONSIBILITIES ENABLERS MUNICIPALITY AND OTHER ORGANIZATIONS PUBLIC AND PRIVATE SECTOR OWNER OPERATORS IDENTIFY QUICK WINS GROW VISITATION/REVENUE ONE MONTH AT A TIME SET IN MOTION LONG-TERM STRATEGIES DIVERSIFY THE OFF-SEASON OFFERINGS WITH UNIQUE EXPERIENCES 28
MAKE SHIFT HAPPEN IDENTIFY, DEVELOP, MARKET UNIQUE DIFFERENTIATORS FUTURE WASAGA BEACH NARRATIVE GROWS VISITATION/REVENUE WHEN YOU NEED IT SETS UP FUTURE POSITIONING/BRANDING 29
TIMING CLIENT BRIEFING, PROJECT LAUNCH APRIL UNDERSTAND THE DESTINATION APRIL/MAY INDUSTRY/PUBLIC LAUNCH MAY 28 INDUSTRY SESSION - FINDINGS/OBSERVATIONS JUNE 14 DOCUMENTS POSTED FOR PUBLIC COMMENT INDUSTRY SESSION - RECOMMENDATIONS JULY 24 DOCUMENTS POSTED FOR PUBLIC COMMENT FINAL TDMP JULY 31 PRESENTATION TO COUNCIL AUGUST 30
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A MEETING OF MINDS www.braintrustmarketing.ca 32