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Tourism Product Development
Today's objectives <ul><li>Outline the current PD Unit’s roles and responsibilities </li></ul><ul><li>Dead Reckoning vs. s...
Vision 2020 <ul><li>Newfoundland and Labrador will be a leading tourism destination offering an authentic and exotic exper...
Strategic Direction 4: Product Development <ul><li>Develop and implement an experience strategy that resonates with sophis...
Department of Tourism, Culture and Recreation <ul><li>The Product Development Division focuses on development and provisio...
DTCR <ul><ul><li>Strengthening touring corridors and community hubs </li></ul></ul><ul><ul><li>Filling gaps  </li></ul></u...
WHAT WE DO <ul><li>TOURISM ORIENTED DIRECTIONAL SIGNAGE (TODS) </li></ul><ul><ul><li>Implement Current Tourism Signage Reg...
 
WHAT WE DO <ul><li>SUPPORT PROFESSIONAL DEVELOPMENT </li></ul><ul><ul><li>Partner with Hospitality Newfoundland and Labrad...
WHAT WE DO <ul><li>PARTNERSHIPS </li></ul><ul><li>With private operators, tourism organizations, not for profit groups to ...
WHAT WE DO <ul><li>SEASON EXTENSION </li></ul><ul><li>Discovery Trail Fall Season </li></ul><ul><ul><li>Roots Rants and Ro...
WHAT WE DO <ul><ul><li>VISITOR INFORMATION CENTRES </li></ul></ul><ul><ul><li>Operate 9 Provincial VIC’s </li></ul></ul><u...
The Road forward <ul><li>PD Roles and Responsibilities in relation to other groups </li></ul><ul><li>Market Readiness and ...
Road forward con’t <ul><li>Season extension </li></ul><ul><li>Opportunity identification </li></ul><ul><li>Expectation man...
 
Things to keep in mind <ul><li>It’s all about the visitor! </li></ul><ul><li>Shared success </li></ul><ul><li>Improvement ...
Top Priorities <ul><ul><li>1&2. QA and Market-readiness </li></ul></ul><ul><ul><ul><li>Do we know how well we are doing? <...
Priority 1&2 <ul><li>Market-readiness </li></ul><ul><ul><li>Social science data </li></ul></ul><ul><ul><ul><li>Market-base...
Priority #3 <ul><li>A gap analysis </li></ul><ul><ul><li>What exists currently, what is needed and who/which groups need t...
<ul><li>Teamwork </li></ul><ul><ul><li>We develop our road map together </li></ul></ul><ul><ul><li>A charter developed and...
Next steps <ul><li>Definitions </li></ul><ul><ul><li>A tourism product is what you buy.  </li></ul></ul><ul><ul><li>A tour...
 
Next Steps <ul><li>Follow through on current out-standing objectives and priorities. </li></ul><ul><li>Focus on some and d...
Internal team <ul><li>Todd Kent (LAB) </li></ul><ul><li>Peter Bull (Outdoor PDO) </li></ul><ul><li>Carl Simms (WNL) </li><...
External team <ul><li>TM, PPRD, H&CD </li></ul><ul><li>HNL </li></ul><ul><li>NLOA </li></ul><ul><li>DMO’s </li></ul><ul><l...
Dimensions <ul><li>The natural and cultural based product is, according to visitors, the main travel motivator to this pro...
Your expectations <ul><li>How can we work together future forward? </li></ul><ul><li>What are your expectations of the PD ...
 
My coordinates <ul><li>Scott Andrews </li></ul><ul><li>[email_address] </li></ul><ul><li>T 709.729.2413  </li></ul><ul><li...
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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Session 1 - Product Development, Scott Andrews nl forum

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Transcript of "Session 1 - Product Development, Scott Andrews nl forum"

  1. 1. Tourism Product Development
  2. 2. Today's objectives <ul><li>Outline the current PD Unit’s roles and responsibilities </li></ul><ul><li>Dead Reckoning vs. satellite navigation </li></ul><ul><li>Learn more about your expectations for product development </li></ul>
  3. 3. Vision 2020 <ul><li>Newfoundland and Labrador will be a leading tourism destination offering an authentic and exotic experience through the ‘creativity’ brand pillars of our people, culture, and natural environment. </li></ul><ul><li>Target </li></ul><ul><ul><ul><ul><li>Double the annual tourism revenue in Newfoundland and Labrador by 2020. </li></ul></ul></ul></ul>
  4. 4. Strategic Direction 4: Product Development <ul><li>Develop and implement an experience strategy that resonates with sophisticated travellers, reinforces our unique brand, and increases our return-on-investment. </li></ul><ul><li>Continue to improve government-owned tourism infrastructure. </li></ul><ul><li>Be a visible leader of environmental sustainability. </li></ul>
  5. 5. Department of Tourism, Culture and Recreation <ul><li>The Product Development Division focuses on development and provision of experiences, services and infrastructure that exceeds customer expectations. With particular emphasis on the following: </li></ul><ul><ul><li>Support the protection of our natural and cultural environment </li></ul></ul><ul><ul><li>Strengthening and building on tourism demand influencers </li></ul></ul><ul><ul><li>A focus on shoulder and winter season </li></ul></ul><ul><ul><li>Strengthening and building on destination areas, </li></ul></ul>
  6. 6. DTCR <ul><ul><li>Strengthening touring corridors and community hubs </li></ul></ul><ul><ul><li>Filling gaps </li></ul></ul><ul><ul><li>Generally upgrading and enhancing the market readiness of tourism products and services </li></ul></ul><ul><ul><li>Improving traveller services and transportation infrastructure, most particularly ferry services and highway signage. </li></ul></ul><ul><ul><li>Strengthening the industry and government organizations </li></ul></ul>
  7. 7. WHAT WE DO <ul><li>TOURISM ORIENTED DIRECTIONAL SIGNAGE (TODS) </li></ul><ul><ul><li>Implement Current Tourism Signage Regulations </li></ul></ul><ul><ul><li>Develop new regulations for TODS </li></ul></ul><ul><ul><li>Implement 2 TODS demonstration projects </li></ul></ul>
  8. 9. WHAT WE DO <ul><li>SUPPORT PROFESSIONAL DEVELOPMENT </li></ul><ul><ul><li>Partner with Hospitality Newfoundland and Labrador and College of the North Atlantic </li></ul></ul><ul><ul><ul><li>Market Readiness </li></ul></ul></ul><ul><ul><ul><li>Skills training </li></ul></ul></ul><ul><ul><li>Best Practice Missions </li></ul></ul><ul><ul><li>Seminars </li></ul></ul><ul><ul><ul><li>Community Development </li></ul></ul></ul><ul><ul><ul><li>Packaging </li></ul></ul></ul><ul><ul><ul><li>Destination Development </li></ul></ul></ul>
  9. 10. WHAT WE DO <ul><li>PARTNERSHIPS </li></ul><ul><li>With private operators, tourism organizations, not for profit groups to develop product </li></ul><ul><ul><li>NLOA </li></ul></ul><ul><ul><ul><li>Outfitter Strategy </li></ul></ul></ul><ul><ul><ul><li>Allocation of non-resident big game licenses </li></ul></ul></ul><ul><ul><ul><li>Business retention and expansion research </li></ul></ul></ul><ul><ul><ul><li>Governance and strategy development </li></ul></ul></ul><ul><ul><li>NLSF and LWT </li></ul></ul><ul><ul><ul><li>Snowmobile permit fee structure </li></ul></ul></ul><ul><ul><ul><li>Governance and strategy development </li></ul></ul></ul><ul><ul><ul><li>Cain’s Quest </li></ul></ul></ul><ul><ul><li>Trail Developers/Communities </li></ul></ul>
  10. 11. WHAT WE DO <ul><li>SEASON EXTENSION </li></ul><ul><li>Discovery Trail Fall Season </li></ul><ul><ul><li>Roots Rants and Roars </li></ul></ul><ul><ul><li>Geo-Park </li></ul></ul><ul><ul><li>Seminars </li></ul></ul><ul><ul><li>Bonavista Institute Cultural Tourism </li></ul></ul><ul><li>Western Newfoundland and Labrador Spring Season </li></ul><ul><ul><li>Trails Tales and Tunes </li></ul></ul><ul><ul><li>Iceberg Festival </li></ul></ul><ul><ul><li>Feather and Folk </li></ul></ul><ul><li>Winter </li></ul><ul><ul><li>Cain’s Quest Labrador </li></ul></ul><ul><ul><li>Back Country Snowmobiling – outfitter </li></ul></ul><ul><ul><li>diversification </li></ul></ul>
  11. 12. WHAT WE DO <ul><ul><li>VISITOR INFORMATION CENTRES </li></ul></ul><ul><ul><li>Operate 9 Provincial VIC’s </li></ul></ul><ul><ul><li>Provide grants to 26 local VIC’s </li></ul></ul><ul><ul><li>Provide training for provincial and local VIC’s </li></ul></ul>
  12. 13. The Road forward <ul><li>PD Roles and Responsibilities in relation to other groups </li></ul><ul><li>Market Readiness and Quality Assurance: </li></ul><ul><ul><li>Partner with industry and government to facilitate and deliver Quality Assurance and Market Readiness Programs in regions </li></ul></ul><ul><li>Community Engagement </li></ul><ul><ul><li>Communicate Regional Goals and Objectives to municipalities and facilitation of engagement </li></ul></ul><ul><li>Participate in strategic PD at the high level as well as grass roots </li></ul><ul><ul><li>Coordination/facilitation </li></ul></ul>
  13. 14. Road forward con’t <ul><li>Season extension </li></ul><ul><li>Opportunity identification </li></ul><ul><li>Expectation management </li></ul><ul><ul><li>Internal and external </li></ul></ul>
  14. 16. Things to keep in mind <ul><li>It’s all about the visitor! </li></ul><ul><li>Shared success </li></ul><ul><li>Improvement goals, benchmarks and milestones </li></ul><ul><li>Speaking the same language </li></ul><ul><li>Communications – Whose at the helm? </li></ul><ul><li>Priorities in each region, who needs to be involved and we are all in this together. </li></ul>
  15. 17. Top Priorities <ul><ul><li>1&2. QA and Market-readiness </li></ul></ul><ul><ul><ul><li>Do we know how well we are doing? </li></ul></ul></ul><ul><ul><ul><li>Based on my travels, we can be doing better </li></ul></ul></ul><ul><ul><ul><li>Customer Service Training </li></ul></ul></ul><ul><ul><ul><li>Shared objectives </li></ul></ul></ul>
  16. 18. Priority 1&2 <ul><li>Market-readiness </li></ul><ul><ul><li>Social science data </li></ul></ul><ul><ul><ul><li>Market-based research </li></ul></ul></ul><ul><ul><ul><li>Do we have the experiences and services visitors want, need and expect? </li></ul></ul></ul><ul><ul><ul><li>Are they ready and can they deliver on the expectations? </li></ul></ul></ul><ul><ul><ul><li>Shared objectives </li></ul></ul></ul>
  17. 19. Priority #3 <ul><li>A gap analysis </li></ul><ul><ul><li>What exists currently, what is needed and who/which groups need to be involved to get us (the industry) where we need to be? </li></ul></ul><ul><ul><li>Must be all-inclusive (it must assess everything) </li></ul></ul><ul><ul><li>Shared objectives </li></ul></ul>
  18. 20. <ul><li>Teamwork </li></ul><ul><ul><li>We develop our road map together </li></ul></ul><ul><ul><li>A charter developed and in place </li></ul></ul><ul><ul><li>Commitments (shared objective) </li></ul></ul><ul><ul><li>Speaking the same language </li></ul></ul><ul><ul><li>Internal communications </li></ul></ul>Priority #4
  19. 21. Next steps <ul><li>Definitions </li></ul><ul><ul><li>A tourism product is what you buy. </li></ul></ul><ul><ul><li>A tourism experience is what you remember. </li></ul></ul><ul><ul><li>What is meant by “tourism product”, roles and responsibilities, set clear directions </li></ul></ul>
  20. 23. Next Steps <ul><li>Follow through on current out-standing objectives and priorities. </li></ul><ul><li>Focus on some and do well vs. spread to thin and doing okay </li></ul><ul><li>Acknowledge the bricks and mortar </li></ul>
  21. 24. Internal team <ul><li>Todd Kent (LAB) </li></ul><ul><li>Peter Bull (Outdoor PDO) </li></ul><ul><li>Carl Simms (WNL) </li></ul><ul><li>Chris Tuck (CNL) </li></ul><ul><li>Norm Morris (ENL) </li></ul><ul><li>Ella Heneghan (CTPDO) </li></ul><ul><li>Andy Hennebury (Nature-based PDO) </li></ul>
  22. 25. External team <ul><li>TM, PPRD, H&CD </li></ul><ul><li>HNL </li></ul><ul><li>NLOA </li></ul><ul><li>DMO’s </li></ul><ul><li>INTRD </li></ul><ul><li>ACOA </li></ul><ul><li>Wildlife </li></ul><ul><li>PN&A </li></ul><ul><li>PC </li></ul><ul><li>Canadian Heritage </li></ul><ul><li>CNL </li></ul><ul><li>Those engaged in the industry </li></ul>
  23. 26. Dimensions <ul><li>The natural and cultural based product is, according to visitors, the main travel motivator to this province! </li></ul><ul><li>The tourism industry is $850 million annually to the Province. Vision 2020 is to double that. </li></ul>
  24. 27. Your expectations <ul><li>How can we work together future forward? </li></ul><ul><li>What are your expectations of the PD Unit? </li></ul>
  25. 29. My coordinates <ul><li>Scott Andrews </li></ul><ul><li>[email_address] </li></ul><ul><li>T 709.729.2413 </li></ul><ul><li>F 709.729.0474 </li></ul><ul><li>http://www.tcr.gov.nl.ca/tcr/tourism/tourism_development/index.html </li></ul>
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