Tourism Plan 2010 TAC TPEI Final

Tourism Plan 2010
TIAPEI AGM
Tourism Advisory Council and Tourism PEI

Tourism Advisory Council (TAC) Chair
Kevin Murphy

Agenda
Opening Remarks
Year in Review 2009
Tourism Plan 2010
Goals & Objectives
Year of Culinary
Division Plans 2010
CRM & Sales
Strategy, Evaluation and Industry Investment
Marketing & Communications
Industry Opportunities

Director of Strategy, Evaluation and Industry Investment (SEII)
Chris Jones
2009 YEAR IN REVIEW

NATIONAL / REGIONAL OVERVIEW
A Year of Mixed Results
2009 YEAR IN REVIEW

Year to Date (YTD) to August 2009
U.S. Overnight visits down 7%
Auto trips from the U.S. down 5%
Air trips from the U.S. down 10%
Occupancy down 6% points to a level of 59%.
Canada

YTD September 2009
Room nights sold are down 2%.
Room nights sold to U.S. and International visitors down 4%.
Room nights sold to Canadian visitors down 2%.
Provincial Park campsites sold up 14%.
New Brunswick

Nova Scotia
YTD September 2009
YTD visitation up 1%.
Auto visitors up 9%.
Motorcoach down 21%.
Air visitors down 13%.
Campsites sold up 1%.
Room nights sold down 4%.
Golf rounds played up 3%.

Newfoundland & Labrador
YTD September 2009
Non-resident auto and air travelers increased 2%.
Fixed Roof Occupancy is 51%, up 1% versus 2008.

PRINCE EDWARD ISLAND
2009 YEAR IN REVIEW

KEY INDICATORS
Traffic
OccupancyStatistics

2009 Traffic

OCCUPANCY AND OVERNIGHT STAYS

2009 UnitsSold / Available

PEI Indicators
(27%)
(29%)
(26%)
(27%)
(24%)
(74%)
(74%)
(73 %)
(76%)
(71%)

BY ACCOMMODATION TYPE
PUSH AND PULL

Hotel/Motel
Represents 66% of Total Fixed Roof RNSYTD Through October – Down 21,495 RNS or 6%

Inns
Represent 4 % of Total Fixed Roof RNS
YTD Through October – Down 9,905 RNS or 31%

Cottages
Represent 22% of Total Fixed Roof RNS
YTD Through October – Up 9,598 RNS or 9%

Campgrounds
YTD Through October – Up 40,109 SNS or 22%

PUSH AND PULL BY MARKET

What is Pulling RNS down?
The three markets below are down 31,870 Room-nights.

Where is the Growth Coming From?
YTD October RNS to Canada are up 7,669 Room-nights or 2%YTD Canada represents 84% of Fixed Roof RNS
Change in RNS

MARKET PERFORMANCE

2009 Market PerformanceQuebecGoal: 2% growth
(8% of Total ONS)
2008 Pace (Units Sold)
40,532 Fixed Roof
18,273 Campground
58,805 TOTAL ONS
41,203 Fixed Roof (+2%)
23,835Campground (+24%)
65,038 TOTAL ONS
Projected 9% increase in ONS

2009 Market PerformanceOntarioGoal: Maintain
(18% of Total ONS)
2008 Performance (Units Sold)
114,771 Fixed Roof
19,660 Campground
134,431 TOTAL Overnight Stays (ONS)
117,522 Fixed Roof (+2%)
22,603 Campground (+15%)
Projected 4% increase in ONS

2009 Market PerformanceMaritime MarketGoal: Maintain
(32% of Total ONS)
188,934 Fixed Roof
50,360 Campground
189,454 Fixed Roof (0%)
Projected 3% increase in Total ONS

2009 Market PerformanceUnited StatesGoal: 3% growth
(8% of Total ONS)
53,802 Fixed Roof
10,221 Campground
47,836 Fixed Roof (-11%)
Projected 7% decrease in Total ONS

2009 Market PerformanceInternational MarketGoal: Maintain
(3% of Total ONS)
34,940 Fixed Roof
1,689 Campground
20,207 Fixed Roof (-42%)
Projected 39% decrease in Total ONS

2009 PROJECTED ESTIMATES
VOLUME
7% increase
1.28M visitors in 2009
EXPENDITURES
FLAT at Less than 1% increase
$373M

Deputy Minister, Tourism PEI
mELIsSAMacEachern

Tourism Plan 2010

2010 Direction
Culinary – Launch of a Five Year Strategy
Cultural Investment in Soft Periods
Convention Centre and Queen’s Wharf District
Continued Focus on Golf
Integrated Tourism Solution – roll out
Communications

Kevin Murphy

2010 Vancouver olympics

2010 Key Strategies
Enhance the business development/opportunity assessment funnel.
Further refine the marketing and sales approach.
Product investment accountability enhanced and supporting primary motivators.
Continued focus on the key vertical markets.
Require greater creativity to reach key high yield markets (mid-long haul family and couples 45+).
36

Overall Goal
To increase tourism through a focus on export markets with an emphasis on higher yield markets.
37

Industry
Objectives

2010 Departmental Objectives
1. Address soft visitation periods through product investment and marketing.
Peak
Avg Weekly bridge traffic (2004-08)
Avg Monthly Overnight Stays (2005-08)
Shoulder
Shoulder
Soft
Soft
39

2010 Departmental Objectives
2. Adhere to the discipline required to build a brand in the appropriate markets.
3. Expand participation and awareness of our tourism product.
4. Ensure that our investment addresses the desires of our key markets
5. Improved communications with industry.
40

Kevin Murphy, Tourism Advisory Council Chair
and Sebastian Manago, Director of CRM and Sales
2010: Year of Culinary

Culinary Alliance ofPrince Edward Island
Leveraging food for Island-wide
economic growth

PEI Culinary Alliance
Mission
To facilitate the development of innovative food industry partnerships, culinary experiences and promotional programs that serve as a catalyst for:
Increased tourism visitations to Prince Edward Island
Increased consumption of rural PEI food products on-Island
Increased export sales of rural PEI food products

PEI Culinary Alliance
Inaugural Stakeholders
Departments of Agriculture; Tourism; Fisheries, Aquaculture & Rural Development; Communities, Cultural Affairs & Labour and ACOA.
Representatives from respective industries:

Initiatives
“Pack your appetite” promotion with the PEI potato board
4 million potato bags in Ontario & Quebec
“Flavours of PEI” Cookbook
Chefs association
Photos are owned by Tourism PEI
“Culinary Trail”
The PEI handbook for culinary tourism
Restaurants / Farmers / Fishers / Farm Markets / Culinary Experiences

Initiatives
Culinary website
Integrating all content around PEI food experiences in one space
Michael Smith participation
Integration of programs between Tourism and Buy PEI
Marketing readiness program for non-traditional sectors
Participate and enhance our brand in food shows
Boston Seafood Show, Royal Winter Fair, NYC Food and Wine Show, Vancouver Eats

Initiatives
Expansion of Michael Smith’s role
Culinary ambassador of PEI including broadcast, media outreach, food launches, etc.
Festival Express
Bring PEI to key markets in an integrated approach
Integrate restaurant and retail promotions with culture, tourism and culinary.
Chef’s Summit
Key influencers
Professional development

2 Year Outlook
Further build export markets based on the big 4
Lobster, Mussels, Oysters, Potatoes in combination with tourism
Build key distribution partnerships
Franchises, Regions
Build the Artisanal food producer base
Cheese makers, distillers, wineries etc. in rural PEI
Expand/build Fall Flavours beyond regional festival
Increase traffic and bums in beds

Director
Sebastian Manago
Consumer Sales & Customer Relationship management division

Divisional segments
CRM
Customer Relationship management
Sales
Central Reservation system
Packages
Distribution
Visitor (Industry) Services
VIC’s , Call Center, industry services
ITS Management

2009
Launch of the central customer database
800,000 and growing
Newsletter
Drastic increase from 70,000 to 400,000 recipients
Central Reservation System
200 operators
3,100 bookings
7,300 room nights
Over $1 million in sales

Sales (The Sales Funnel since May)
Unique visitors to www.tourismpei.com

CRM plan for 2010
Create script for customer interaction
Create e-mail conversation
Track Visitor Guides
Delay the commission one more year
The $50 fixed fee will be extended for one more year

ITS: new for 2010
Transition fromSlumberland to BookPEI
New Functionalities
New User Interface for January, 2010
Communications Plan
Industry Survey
Focus Groups
Consumer Testing
Operator Outreach
Workshops

ITS: New for 2010
Distribution
Travel Agents / other / RTA’s
Expedia - Homeaway
Activity operators
Reservation system for non accommodation operators
Map – communities
Enable geographic search for communities
Ad Space
More options for context driven advertising
Operator Services
Self serve
What’s going on in your area

Director
Chris Jones
DIVISION of STRATEGY, EVALUATION AND INDUSTRY INVESTMENT

DIVISION RESPONSIBILITIES
Product Development
Industry Investment
Product Investment
Industry / Partner Relations
Regulatory Affairs
Public Policy
Strategy Development
Evaluation and Accountability
Research

Strategic Development Initiatives
OBJECTIVE to create and drive demand through investment
…to create that compelling reason to visit Prince Edward Island

2010Culinary FocusOperational Planning

2011 CULTURAL EXPLOSION
Very preliminary concept stage
Early July and / or late August
Create a multi day Cultural Explosion
Build on existing elements such as Cavendish Beach Music Festival and the Festival of Lights and work with Summerside to establish icon / anchor event.
Work with RTA’s to establish participation events.

Portfolio forInvestment in Industry Activities

Strategic Investment Fund
Golf PEI, MCIT, Cruise Ships, Festival and Events PEI, Fall Flavours, Cavendish Music Festival
PRINCIPLES
Facilitate tourism growth by investing in initiatives that match research based expectations of our target markets.
Invest in primary motivators and those initiatives that promote sales / marketing and quality assurance efforts.
Invest in activities that are provincial in scope and match the priorities set by government and industry.

Innovation Fund
Jazz and Blues Festival, Shellfish Festival, Couples Golf, Island Marathon, College of Piping
PRINCIPLES
Invest in proposals that relate directly to the development and enhancement of products identified in the TAC - Tourism Strategy for Competitiveness.
Application driven fund to invest in initiatives developed by tourism non profits and tourism sector organizations.
The goal is to strengthen Prince Edward Island’s appeal as a destination.

Industry Investment Fund Changes
Multi-year contracts
Greater focus on non-resident market penetration
Participant lists (where possible) for CRM.
Exit clause (where appropriate).
Establish Review Committee (where appropriate)
Greater focus on increasing the Return on Investment.

Portfolio for Investing in Regional Initiatives

Regional Product Development Fund
Island East, Cavendish Beaches Dunes Shore, Charlottetown, South Shore, Summerside, Western
PRINCIPLES
Focus on initiatives that support the Department and TAC Strategy and strengthen regional tourism.

Regional Foundation Fund
Support for Cavendish, St. Peters, Summerside and Charlottetown…Destination Centres
Support for Foundation (business plans, professional development) South Shore, Western and Kensington
PRINCIPLES
To support management and operations of destination centres
To support research, planning and product development

Regional Tourism AssociationsNew Initiatives - Comprehensive Review
Examine partnership model.
Establish the most effective and efficient roles and funding for RTA’s, DMO’s and stakeholder groups.
Establish “role clarity” and “funding certainty”.
Review of funding model.
Build consensus.
Create a model for province-wide support of vertical activities

Research Plan 2010-11Key Areas of Focus
Customer Relationship Management
Establish consumer profiles
Integrate sales and marketing opportunities
Assist with closing the sale.
Marketing Evaluation (by market and campaign)
Awareness testing
Conversion – measuring campaign effectiveness
TRC – Ongoing Panel Research
Continue with foundation elements to estimate volume, value, and business case

Director
Brenda Gallant
Marketing DIVISION

2010 MARKETING HIGHLIGHTS
Remain Brand Focused / Product Driven in some markets / Sales-Oriented with strong CTA
Targeted marketing initiatives for Golf and Culinary
Proactive PR and Media Relations Activities
More Focus on Social Media and Internet; Less on Television
Incorporation of Experiential Tourism Products
More Prominence to Festival & Events
Islanders/VFRs as Ambassadors

VERTICALS
GOLF
Golf Channel opportunities
Nike partnership
CULINARY
Culinary Alliance initiatives (i.e.- co-marketing Potato Board contest, Culinary Trail)
Food Ambassador Chef Michael Smith
PR through Festival Express
Promotion of culinary experiential tourism products and freshness of food from land and sea (through various media)
CULTURE
Development stage – creating the platform

PR – MEDIA FOCUS
Pro-active approaches to media; matching requests with Tourism PEI strategy
Better tracking of media stories published and their associated value
Press kits to be developed
Copy writing/editing of PEI stories and highlights for various publications
Festival Express– taking PEI to prospective visitors generating media and consumer interest

TELEVISION
Reduce spend from $900,000 to $200,000 (Quebec only)
Reduce production cost by utilizing existing footage in the development of creative.
Creative to evoke emotion with focus on landscape, scenery, people and iconic products.
Phasing out of television and looking at broadcast opportunities.
Explore other avenues such as airlines, cinema and broadcast on web.

SOCIAL MEDIA
Twitter – tweets will be coming directly from PEI as opposed to current setup through Grey
More videos on You Tube and on our own website made possible through National Assets Program and other video footage.
Work with industry to increase presence of Prince Edward Island tourism products on social media sites (i.e. – coop support of video project for our site, operator site and You Tube).
Revamp website

FESTIVALS & EVENTS
Visitor Guide Task Force
Top reasons to get a guide include festivals and events
Currently the weakest section of our Visitor Guide
Transition year…. keeping listings but producing a separate F&E brochure
76

WEBSITE
Site is currently informational and transactional. We will make it more emotional and user-friendly.
More videos and visuals
Simplify menus
Enticing and easy to navigate section for Festivals & Events
Continually work on SEO
77

GEOGRAPHIC MARKETS
QUEBEC
Very campaign-driven
Festival Express (PR on the road…golf simulator, beach, etc)
Anne Chouinard online golf tips
Social media and online
Television brand sells in Quebec
Continue with French creative (vs. translations)
MARITIMES (include Maine)
CTA linked to event or festival (product vs. brand messaging)
ONTARIO
Festival Express (culinary with Michael Smith, golf)
Social media and online

Kevin Murphy

Tourism Plan 2010

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Tourism Plan 2010 TAC TPEI Final

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Tourism Plan 2010 TAC TPEI Final — Presentation Transcript