Power of Planning: Unlocking Your Destination's Full Potential


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Find out how DMOs can play a significant role in long-term, sustainable destination planning and development. Richard Cutting-Miller of Resonance Consultancy shares highlights of Vancouver’s new Tourism Master Plan and provides an insider’s view on how a tourism master plan can be used to identify and articulate potential products, amenities, programming and experiences – along with corresponding policies and protocols – to shape the future of your destination.

Published in: Technology, Business

Power of Planning: Unlocking Your Destination's Full Potential

  1. 1. Tourism Masterplan resonanceco.com
  2. 2. Richard Cutting-Miller Executive Vice-President Resonance Consultancy
  3. 3. Agenda • What is a Tourism Master Plan • Process • 8 Areas of Focus • Conclusion • Q&A
  4. 4. What is a Tourism Master Plan?
  5. 5. Definition A tourism master plan will identify, innovate and articulate potential products, amenities, programming and experiences — along with corresponding policies and protocols — that will guide the long-term, sustainable planning and design of a city, state or country as a tourism destination.
  6. 6. • Destination Marketing Organisations • Resorts, Municipalities, States and Countries Benefits
  7. 7. Process
  8. 8. • Define Goals • Research • Stakeholder Input • Community Engagement • Analysis of Issues and Opportunities • Drafting/Partner Consensus • Implementation Process
  9. 9. 8 Areas of Focus
  10. 10. 1. Product Development 2. Events 3. Visitor Experience Design 4. Neighbourhoods 5. Tourism Infrastructure Development 6. Transportation 7. Advocacy & Public Affairs 8. Partnerships & Alliances 8 Areas of Focus
  11. 11. 1. Product Development Many destinations are creating a product development strategy to support existing attractions and create original new tourism concepts and experiences, building distinctive and sustainable tourism products, services, attractions and infrastructure that help shape a compelling / must visit destination.
  12. 12. 1. Product Development Vancouver Focus • Aboriginal Tourism • Aquatic Tourism • Creative Tourism • Culinary Tourism • Cultural Tourism • Health and Wellness Tourism • Cycling
  13. 13. 1. Product Development Vancouver Focus cont’d • LGBT Tourism • Parks and Nature • Seawall and Beaches • Shopping • Vancouverism
  14. 14. 2. Events A dedicated events authority is often established by destinations to lead, organize and manage destination efforts to create, develop, facilitate, fund and incubate a wide range of events that deliver year round economic contribution with strong emphasis on low season traffic.
  15. 15. 2. Events Vancouver Focus • Cultural Events • Signature Events • Sports Tourism
  16. 16. 3. Visitor Experience Design The planning, designing and building of experiences – and the desired responses and interactions – that visitors will have in a place. By studying the way visitors navigate, understand, experience and enjoy a destination, the tourism industry can anticipate needs and exceed expectations so that visitors leave with great stories and a strong desire to return.
  17. 17. 3. Visitor Experience Design Vancouver Focus • Customer Journey Mapping • Digital Visitor Experience • Hosting and Hospitality • Sustainability • Wayfinding
  18. 18. 4. Neighbourhoods Thinking about neighbourhoods as tourism destinations and leveraging their inherent appeal will grow locals’ engagement and visitors’ perception of the city, spread tourism dollars into new areas of town, engage residents and visitors in neighbourhood life and events, and encourage longer and repeat stays as visitors explore sides of the city they never knew.
  19. 19. 4. Neighbourhoods Vancouver Focus • Cambie Village • Chinatown • Commerical Drive • Downtown • Gastown • Granville Island • Kitsilano 4th Avenue • Mount Pleasant • South Granville • UBC • Village at False Creek • West Broadway • West End • Yaletown • Neighbourhood Focus • Public Art
  20. 20. 5. Tourism Infrastructure Development Destinations should actively seek out and help define, articulate, plan and champion significant development opportunities for new tourism infrastructure that provides the foundation to create, grow and enhance the long-term potential for new tourism products and services.
  21. 21. 5. Tourism Infrastructure Development Vancouver Focus • BC Place • Cruise Passenger Terminal • Sports Entertainment District • Granville Island • Pacific National Exhibition • Portside • Tourism Corridor • Vancouver Convention Centre
  22. 22. 6. Transportation Visitor transportation to, from and around a destination is a vital element of the tourism experience.
  23. 23. 6. Transportation Vancouver Focus • Accessibility • Centre City Transit Loop • False Creek Ferries • Late Night Public Transportation • Public Bike Share • Rapid Transit • Taxis • Walkability
  24. 24. 7. Advocacy & Public Affairs Destination Marketing and Management Organizations should clearly articulate and support the industry’s advocacy and public affairs positions, backed by rigorous economic impact research.
  25. 25. 7. Advocacy & Public Affairs Vancouver Focus • Alcoholic Beverages • Aviation Charges • Bilateral Air Services • Tourism Vancouver Funding • Tourism Workforce Development
  26. 26. 8. Partnerships & Alliances The tourism industry is unique in that a large group of public and private sector organizations contribute products and services to the creation of a visitor experience. It’s imperative that these organizations work in concert to deliver a seamless, high quality product to visitors if they are to compete effectively with other destinations and travel and tourism choices.
  27. 27. 8. Partnerships & Alliances Vancouver Focus • Brand Alignment • Regional Tourism Master Plan • Regulations and Incentives • Tourism Industry Promotion
  28. 28. Conclusion
  29. 29. Q&A
  30. 30. Richard Cutting-Miller email: rrcm@resonanceco.com Phone: +1.646.233.1383