ESTC 2011 Presentation by Trish Manning, The Ontario Ecotourism Society, Financing Sustainability Initiatives

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Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org) Presentation by Trish Manning, President, Manning Consulting Group Inc., and The Ontario Ecotourism Society, …

Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org) Presentation by Trish Manning, President, Manning Consulting Group Inc., and The Ontario Ecotourism Society, presented September 2011. Session: 2.3 Financing Sustainability Initiatives: Strategies for Tourism Businesses. Organized by The International Ecotourism Society (http://www.ecotourism.org), the ESTC is a unique tourism industry annual conference providing practical solutions to advance sustainability goals for the tourism industry.

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  • 1. This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-21st. Organized by The International Ecotourism Society (TIES), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.
    Learn more about the ESTC: http://www.ecotourismconference.org
    ESTC on Twitter: http://www.twitter.com/ESTC_Tourism
    ESTC on Facebook: http://www.facebook.com/ESTC.Tourism
    The International Ecotourism Society | web www.ecotourism.orgemail info@ecotourism.org | tel +1 202 506 5033
  • 2. Financing Sustainability Initiatives – Strategies for Tourism Businesses
    A Case Study from Ontario, Canada
    Presented by: Trish Manning
    September 21, 2011
  • 3. Mattawa Voyageur Country
    • Had single industry economy (forestry)
    • 4. Small rural population 5,300
    • 5. 2005 – diversify through tourism
    • 6. Community-based tourism strategy for the destination
  • Goal: to foster sustainable economic development and growth in the region through tourism, while respecting the region’s unique identity and enhancing the quality of life for community residents.
    Tourism businesses can benefit directly and indirectly from community-based tourism & leveraged funding that can be accessed. Example: Nature’s Harmony Ecolodge
    Community-based Tourism Strategy
  • 7.
  • 8. Partnerships and Collaboration in the Destination
    Infrastructure –Community infrastructure & Amenities
    Destination Readiness – Individual businesses & Community-level
    High Quality Marketing and Promotions
    Pillars of the Community-based Tourism Strategy
  • 9. January 2009 – Local economic development corporation supported the start-up of a Tourism Coalition ($30K plus project manager)
    10 organizations joined the coalition and committed between $100 and $500 each
    MBEDC, Ontario Parks, Chamber of Commerce (local businesses), Canadian Ecology Centre, Snowmobile Club, VMUTS Trails, Agriculture, Voyageur Days event, Canadore College, Equine
    Partnerships and Collaboration in the Destination
  • 10. 3 Phase Plan (2009 to 2011)
    Phase 1: Basic regional tourism website & promotional bookmark. Budget: $10,500 ($7,500 Tourism Coalition; leveraged $3,000 NECO – regional funding organization)
    Phase 2: Building Community Capacity & Experiences. Budget $68,218 ($4,400 Cash, $8,065 In-kind Tourism Coalition; leveraged $55,753 Trillium Foundation grant)
    Phase 3: Project Management & Marketing. Budget $190,000 ($19,000 Tourism Coalition; leveraged $171,000 Provincial & Federal government grant)
    Leveraging Funding
  • 11. Total Investment from Tourism Coalition $30,900 leveraged $229,753 funding
    Staff – Invested $6,000 Tourism Coalition for 2 Tourism Interns – leveraged $27,500 each for wages (total $55K)
    In 2011, hired intern as 1 full time tourism coordinator for region to support tourism businesses and tourism projects
    Leveraged Funding Continued
  • 12. Results of Tourism Strategy & Leveraged Funding – Phase 1
    Basic Regional website www.visitmattawa.travel
  • 13. Held 5 workshops - 120 tourism stakeholders attended
    Creating Successful Events on Trails (2 events created)
    Using Digital Media for Tourism Promotion 2-day workshop (photography and web-marketing)
    Customer Service & Tourism Benefits – Canadore College for 12 high school students
    Health and Safety in the Outdoor 2-day Course
    Building Packages, Experiences and Bundles
    Phase 2: Building Community Capacity - Workshops
  • 14. Phase 2: Building Community Capacity - Equipment Purchased
  • 15. 2011 Toronto Outdoor Adventure Show
    Phase 2: Building Community Capacity – Promotions & Experiences
  • 16. Tourism Marketing Strategy – linked to Ontario Tourism strategy, Canadian Tourism Commission, etc.
    Tourism Brand Guidelines
    Tourism images (used by businesses as well)
    2011 to 2013 Marketing Campaign to support tourism businesses and events
    Phase 3: Marketing & Promotions
  • 17. Phase 3 – Marketing & Promotions
    • Regional Marketing Strategy
  • Marketing & Promotions
  • 18. 2011 to 2013 Marketing Campaign
  • 19. Maps, Tent Cards and Kiosks
  • 20. E-newsletters, Video, TV, Visitor Centre and Scenic Tour
  • 21. Developed a 4-season trail system & new products/experiences through participation in Tourism Coalition
    Offer kicksledding experiences (rent kick-sleds)
    Offer glamping (renting prospector tent)
    Host 2 trail events – Run-off-the-Grid and Lost in the Rocks and Trees Mountain Bike events
    Trail system is featured on new map, regional map kiosks, etc.
    New experiences promoted through the Ontario Tourism Outdoor Program, Explore magazine, Canadian Geographic, etc.
    Summary of Benefits for Nature’s Harmony Ecolodge
  • 22. By working together, we can all succeed!