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This document from Tourism Victoria outlines their vision to be internationally recognized as a leader in sustainable tourism. It discusses trends in experiential tourism, the rise of Asian travelers, and changing demographics. Tourism is very important for Victoria's economy, contributing $1.9 billion and over 20,000 jobs. However, investment is still needed to recover from past challenges and meet rising customer expectations. Data-driven marketing is crucial to introduce the destination on social media and compete globally.
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Sooke AGM
- 1. Tourism Victoria Prepared: February 14, 2014 Paul Nursey
- 2. Tourism Victoria’s Vision “Tourism Victoria will be internationally recognized as a leader in sustainable tourism development ensuring Greater Victoria remains one of the top destinations in the world”
- 4. Global Context • Annual Growth of 5-6% in Arrivals • Canadian Growth of roughly 2% • Greater Victoria experienced similar growth in 2013
- 5. Big Trends • Experiential tourism: Higher yield & deeper connection with community and place • Rise of Asia: Independent travel & China starts cruising • Youth and Boomer travel simultaneously • Global growth in aviation
- 7. Exchange Rate: A Deeper Dive Some Recent Challenging Years Even With Softer Canadian Dollar
- 8. Customer Expectations Investment in plant and infrastructure are vital as today’s customer has higher expectations than yesterday’s customer. Standing still is not an option.
- 9. The Importance of the First Visit 70%+ of Customers will eventually repeat Role of Social Media Vital Role of Introducing the Destination, Sharing and Disrupting the Competition
- 10. Agile Data Driven Marketing
- 11. Local Context
- 12. Importance • $1.9 Billion contribution to the regional economy • Over 20,000 direct jobs in Greater Victoria • Canada’s number 1 service sector economy
- 13. Marketing Target – Ring of Wealth
- 14. Why is Destination Marketing Important? ROI > 50:1 Source: University of Minnesota
- 15. Role of Investment • Tourism revenue can never be taken for granted • Competition is fierce • 2013 One Strong Year • Still recovering from 2007/2008
- 16. Tourism Drives Trade • New research demonstrates causal relationship • Pioneered in South Korea in 2011 • Study replicated in Canada in 2013 • Just 1% growth in arrivals would drive $817M incremental exports
- 17. Thank-You