business and operational plan year 3 - explorers'...

Business and Operational Plan – Year 3 (April 1 2012-March 31 2013)

January 17, 2012

Submitted to

James Murphy, Executive Director RTO 12 -- Explorers’ Edge

by

Laurel Reid, Ph.D.

Tourism Synergy Ltd.

26 Brandy Point Road Grand Bay-Westfield NB Canada E5K 2W6 Tel: 506.217-0110

www.tourismsynergy.com

Explorers’ Edge 2012-2013 Operational Plan ii

CONTENTS Introduction ……………………….………………………………………………………………………………. 1 The Operational Plan………………………………………………………………………………………….. 2 2012-2013 Operational Plan Goals……………………………………………………………………… 3 Part A: Ongoing Business Activities for Year 3..…………………………………………… 4 Part B: Year 3 Operational Plan…………………………………………………………………… 6 Part C: Operational Plan Elements Deferred to Year 4……………………………….. 12 Recommendations for Moving Forward….………………………………………………………….. 14

References Consult in Developing the 2012-2013 Operational Plan……………………. 15

LIST OF TABLES

Explorers’ Edge Operational Plan……………………………………………………………………….. 3-12

INTRODUCTION One of 13 Ontario Regional Tourism Organizations (RTOs), Explorers’ Edge (RTO 12) was established in 2010 by the Provincial Ministry of Tourism, representing the broad geographic area of Algonquin Park, Almaguin Highlands, Parry Sound and Muskoka. From a Ministry perspective the RTOs have been established to identify and implement regional priorities, allowing for more consistent marketing of Ontario's tourism regions. This 2012-2013 Operational Plan charts priorities, responsibilities and timelines for Explorers’ Edge for the upcoming fiscal year (April 1, 2012-March 31, 2013). While the organization is going into “Year 3”, it is actually in start-up mode as it has been up and running for only one year, with an Executive Director on staff since May 2011. Consequently, this is the “first” Operational Plan for which the ED and Board will have been fully responsible and engaged. The Destination Development Plan released in September 2011 serves as the guiding document for the Operational Plan. Other documents reviewed for the plan set the stage for the 2012-2013 Operational Plan and summarize what has gone before. Major inputs to the plan are the:

Destination Development Plan (DDP, August 2011);

Transfer Payment Agreement (TPA, 2012);

Preliminary Synopsis for the Operational Plan (December 5, 2011) that summarizes the available literature and organization’s activities to date;

Summary Report of Board Strategy Session Dec. 12, 2011, which maps out the year’s priorities;

Results Summary of Interviews completed with the Explorers’ Edge Communication Committee from December 19-December 31, 2011.

All are available as separate documents. The plan outlines the organization’s mission, vision and mandate as they stand and specifies the operational goals for 2012-2013. These goals are reflected in the priorities mapped out by the Board in the Operational Plan (from the December 12, 2011 session) and are aligned with the working committees established to meet the goals for the year. Refinements to the plan are expected to be made as objectives and activities evolve. Explorers’ Edge Vision, Mission and Mandate

The vision, mission and mandate of Explorers’ Edge guide the organization and are worth repeating.

Explorers’ Edge VISION Tourism throughout the RTO 12 area is a sustainable, year-round industry providing jobs and economic opportunity through profitable operations and contributing to the quality of life and positive image and of our communities. (Destination Development Plan – Final Report, August 2011)

The associated MISSION Working with businesses and stakeholders, we develop a competitive and sustainable tourism industry that reflects the Region’s unique strengths and maximizes its potential to successfully attract new visitors and grow tourism spending. (Destination Development Plan – Final Report, August 2011)

Explorers’ Edge 2012-2013 Operational Plan

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Explorers Edge MANDATE It is the Explorers' Edge mandate to help regional tourism operators increase receipts by providing strategic leadership, by developing strong, collaborative partnerships and compelling packages, by developing workforce and skills training, and by developing innovative and effective marketing initiatives that produce measurable results.

The following overarching goals drive the organization’s strategic focus.

Overall Goals for Explorers’ Edge (RTO 12 Business and Operational Plan, 2010-2011) 1. Double tourism receipts by 2020.1 2. Identify regional priorities that move the Provincial RTO agenda forward. 3. Change how government and industry work together to develop and foster economic growth. 4. Maximize and measure the impact of private and public tourism investments and new and revitalized product 5. Reach out to consumers before they get here and once they arrive so that we can welcome more tourists. 6. Set standards for success to become more internationally competitive in areas such as workforce

development, skills training and others. 7. Establish measureable ROI criteria.

Most agree that a goal set by the Ministry Tourism, Culture and Sport (MTCS) of doubling of tourism receipts is lofty in this economic climate. The organization is in its infancy and is looking to find its respective niche in the Explorers’ Edge landscape.

THE OPERATIONAL PLAN (Year 3)

The Explorers’ Edge Operational Plan is shown on the following pages, along with highlighted Board priorities for the year, associated activities, timelines, responsibilities and required resources. Deliverables are also noted and the plan concludes with several recommendations which may be factored into the Operational mix.

1 This goal was established by the Sorbara (2009) report and may be revisited by individual RTOs -- as more reliable, timely and accurate benchmarks are established. The OMTCS currently uses accommodation sector data as the primary measurement tool to gauge industry performance.


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2012-2013 Operational Plan Goals

The goals for the Explorers’ Edge 2012-2013 Operational Plan are aligned with the five strategic action areas established in the DDP. These goals are to: 1. Marketing and Promotion: a) Focus on developing shoulder and off-season visits to the Region through strategic marketing

initiatives. b) Grow existing and potential market segments using technology. c) Strengthen on-line transaction capability (ability to sell and purchase on-line). 2. Product Development and Innovation: a) Offer product-development workshops. b) Incubate and improve the tourism capacity by supporting a variety of creative, entrepreneurial,

community-based projects that promote self-sufficiency and overnight acc c) Coordination/aggregation of existing tourism products and experiences throughout the Region. d) Create web-based routes and trails. 3. Investment Attraction: a) Strengthen economic development links. 4. Workforce Development and Training a) Develop an operator awards program. b) Conduct an assessment of tourism workforce needs and resources (develop and deliver programs if

feasible) 5. Industry Communication, Liaison and Accountability: a) Strengthen ties with Industry. b) Conduct relevant consumer, market and product development research. c) Continue to develop and strengthen industry and organizational performance measures.

In order to help meet these goals, The Board has established an Executive Committee and a Communications Committee. In December 2011, five additional working committees were created to help provide direction and guidance for Explorers Edge as the organization matures. The primary responsibilities of these Committees are aligned with the strategic directions of Explorers’ Edge and are referenced in the EE 2012-2013 Operational Plan shown on the following pages.

EE Committees (as of Dec 8 2011) Board Members Assigned

1 Executive Committee Gary Froude, Jerry Feltis, Don MacKay

2 Communications Committee Don MacKay

3 Governance Tony Armstrong, Gary Froude (TBC)

4 Marketing and Promotion (includes Social Media) Andrew Ryeland, Jackie Leung, Ken Turner, Jamie Hopkins, Michelle Berry

5 Research, Tracking, Measurement David Stewart, Jim Murphy (TBC)

6 Tourism Operator Relations Bob Stinson, Dan Feasby, Jack Hay

7 Transactions Don MacKay, Jerry Feltis

The Operational Plan is divided into three (3) sections, as follows: Part A: On-going Business Activities for Year Three (pp. 4-5); Part B: Year 3 Operational Plan (April 1 2012 – March 31, 2013) ( pp. 6-11); and


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Part C: Operational Plan Elements Deferred to Year 4 (pp. 12-13).


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Explorers’ Edge Operational Plan (April 1, 2012-March 31, 2013)

Part A: On-going Business Activities for Year Three Strategic Action Area

Status Specific Activities Anticipated Year 3 (April 1 2012-Mar 31 2013)

Responsibility & Timeline

Deliverables Budget and Resources Required

Monitoring & Measurement Considerations

Situation Analysis

Done Update yearly; completed for current Operational Plan

ED; end 2012 Incorporate into Operational Plan

Staff time Completed situation analysis

Strategic Directions

Done - DDP (2011-2014)

Market Assessment

Branding complete; initiated asset and consumer research studies

Continue to use and monitor brand; participate with OMTCS market research where relevant

ED; RTM Committee

Research completed and disseminated

Staff & volunteer time

Brand usage in campaigns and by operators

Competitive Analysis

Done for Year 3 Continue to monitor competition, trends

ED; Ongoing Completion of progress reports as required by OMTCS

Staff time Feedback from OMTCS to how our reports and measurable fare in the RTO marketplace

Business Description of Explorers' Edge

Done; continued Role definition & communication needed

Incorporate brand Review vision, mission, mandate and their applicability to all programs, activities.

ED; Ongoing # of regional presentations & speaking engagements

Staff and Board time

Feedback from Board and Communications Comm as to how operators view the organization

Explorers' Edge Committees (Com): 1. EXEC: Executive; 2. COMM: Communications 3. Gov: Governance; 4. M&P: Marketing & Promotion (includes Social Media); 5. RTM: Research, Tracking & Measurement; 6. TOR: Tourism Operator Relations; 6. TRS: Transactions (On-line)


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Part A: Ongoing Business Activities for Year Three (continued…) Strategic Action Area

Status Specific Activities Anticipated Year 3 (April 1 2012-Mar 31 2013)




Governance & Administrative Plan

Governance basics completed; Refinements required.

Board terms, nominations and succession plan.

Gov Comm; Board; early 2012

Revised Board terms, succession plan, nomination committee, terms of reference for working committees

Volunteer time

Completed governance and administrative plans; finalized TORs for Committees.

Determine future membership model for the organization

Tourism Operator Re-lations (TOR) position; ED and Board; end 2012

Work with Tourism Operator Relations (TOR) position to scope suitable membership model solution

Staff and Volunteer time

Developed model; eventual Operator Membership

Communications & Partnership Engagement Plan

Not yet completed

Terms of Reference for Communications and Other Committees; Continue regional community outreach, presentations, public speaking and relationship building.

Gov Comm: --> Jan 2012; Plan 2012

Engaged Communications Comm; Regional presentations & speaking engagements, outreach to operators.

Volunteer and staff time

# of Communication Committee meetings and attendance; regional presentations

Critical Path/Work plan

Completed --> Evolves from Operational Plan; to be completed

ED; Executive, Jan 2012

Completed Work plan


Annual Budget $1.31 million (est.)

To be made public when OMTCS receives and is satisfied with Year Three Transfer Payment Agreement

ED and Board, Spring 2012

Staff & Volunteer time

Signed off TPA

Determine future funding model for Explorers' Edge

Board; end 2012

Workable Model Volunteer time

Model devised; Ultimate contributions to bottom line (2013 forward)


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Part B: Year 3 Operational Plan (April 1 2012 – March 31, 2013) (Enumerated Points correspond with DDP, 2011) Strategic Action Area

Board Priority Specific Activities Anticipated Year 3 (April 1 2012-Mar 31 2013) (H-High; M-Medium; L-Low Priority from DDP)




I. Marketing & Promotion Strategy

Overall: Brand development complete; ● Brand Strategy, ● Communicat-ions Strategy, and ● Marketing Strategy (3 year)

Continue all existing marketing and promotional activities; incorporate brand in all marketing programs; ongoing social media programs, apps, and leveraging current brand in year-round campaigns. Winter and summer campaigns.

ED; Mkt & Promo Comm; March 2012

Branding and social media activities; Asset inventory and mapping

Staff time; consultants ● Marketing & Promotion Budget total est. $658,000

Detailed list of performance metrics and measures as outlined TPA.

Board Priority 1: Marketing/ Social Media

1. Use what we have: Continue with campaigns building on developed strategies; ● Continue with social media gift certificate tab; re-skin based on promotion (not just for Xmas); ● Populate website with packages ● Do not put anything on the website until it's ready (no "under construction"). ● Simplify, streamline (i.e. single hub; single Facebook page etc.)

ED, Mkt & Pro Comm; TOR position to work directly with operators for packages; Ongoing in 2012.

- Available gift certificates; - Packages populating website

TBD Social media programs offered; # gift certificates sold; # packages on website

Tied to DDP (1,2,3)

1. Creation of a regional identity that is supportive of sub-regional DMOs (H)

Done Year 2

2. Undertake region-wide market research, specific to region (M); Consumer and Asset Studies

Now being completed

3. Develop active web-based, social media presence (H)

Done and ongoing


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Part B: Year 3 Operational Plan (April 1 2012 – March 31, 2013) (Continued…) Strategic Action Area

Board Priority Specific Activities Anticipated Year 3 (April 1 2012-Mar 31 2013)




I. Marketing & Promotion Strategy (cont’d)

Board Priority 1: Marketing/ Social Media (continued)

2. Explore applicability of current I-phone App; based on findings explore downloadable Apps for different mobile platforms; examine OFF - line usage (e.g.

"Boomtown", Alberta)

ED, Mkt & Promo Comm; TOR position to review content; Immediately

Downloadable applications for Off-line Usage

MKT Comm. With ED;

Ultimately -Number of apps. Downloaded.

Board Priority 3: Transacting Electronically

1. Research programs similar to "Jaunt" that target operators; ● Outline benefits to the Board.

TRS Comm; Test immediately (ASAP)

Newly created program directly benefiting operators.

$50,000

mechanism to create quantifiable value to EE operators (i.e. put $$ into operator pockets).

2. Research CRS for entire EE Region; current perception is that the one in place is not flexible; how can the systems be integrated.

TRS Comm to explore solutions with MTMA, GBC, & Meridian. End 2012

Efficient system, applicable to all EE regions.

$18,000 New system up and running; number of bookings received by operators.

Tied to DDP 4. Investigate desirability of central reservation system for RTO 12 businesses (M)

6. Photo bank of images (supporting regional identity) (L); Videography; Possible photo contest.

Fall/Winter Done; Spring/ Summer need

ED; $60,000

7. Develop experience-based promotional campaigns (H)

Starting in Jan (Cloud)

8. Broadcast marketing campaign aimed at GTA market (H); Winter and fall campaigns ongoing

ED, Cloud; Winter, Spring Sum 2012

Winter campaign; Fall bloggers

Operator bookings


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I. Marketing & Promotion Strategy (cont’d)

Board Priority 4: Consumer Re- search (applied)

1. Visitor Survey at VICs 2. Other Contract market research on customers (explore with Georgian College, Nippising or larger firm) 3. Asset Inventory

ED; RMT Comm, ED; RFP --> end of Feb; Contract awarded --> April.

TBD

2. Track data from Ad words. Continue working with operators

ED, Staff; RMT Comm; ongoing

Inventory $55,000

10. Develop educational materials informing industry of market research findings (L)

ED to explore training opps; 2012;

On-line summaries & presentations; current reports on website;

# On-line summaries & presentations; training programs

II. Product Development & Innovation

14. The product development program is designed incubate and improve the tourism capacity by supporting a variety of creative, entrepreneurial, community-based projects that promote self-sufficiency and overnight acc.

ED; Scheduled to start winter 2012

Workshops PD Budget Total: $100,000

Operator satisfaction& # products developed

16. Develop and promote routes and trails (e.g. culinary, art, cycling, hiking, snowmobiling, theatre) (H) ● Consider downloadable map “overlays” to save dollars

ED with assistance; Just starting

Staff and Volunteer time; $20,000 Trail Development

17. Encourage events in shoulder seasons (H); ● Coordinate inventory/schedule of regional events. ● 1,2and3-day downloadable, self-guided itineraries for EE Regions

ED; staff; On-going; end 2012 for inventory.

Social media around shoulder events


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II. Product Development & Innovation (cont’d.)

21. Celebrate operators who are already expanding and developing their product. ● Consider awards program; develop nomination process. (Tied to Workforce Development & Training)

ED; Put them in newsletters; Awards for May AGM Adhoc Committee;

Established Awards program

Staff time; Awards given out at AGM

III. Investment Attraction

22. Liaise closely with existing economic development agencies. Respond to investment overtures as required; Develop ED protocol

ED, Board; Started and ongoing

Regular contacts with between RTO and EDOs

Staff time for liaison; Operational dollars

Counts of frequency and contact with ED Offices

IV. Workforce Development & Training

Board Priority 7: Operator Training

Explore available certifications for front line staff: ● Don’t reinvent the wheel (DDP suggests developing/testing a certification program to front-line employees) ● Identify & articulate EE role for workforce develop. & training.

ED & Ad Hoc Comm; explore with Ont Tour-ism Education Council(OTEC); & Cdn Tourism HumanResource Council (CTHRC)

Staff time; Operator buy-in; # Certificates offered

29. Develop appreciation / awards program to incent workers in industry. (L) Tied to #21 of DDP

ED; Tourism operator relations position; Early 2012

Nominations; Awards

$3,000 Awards offered, by type; # nominations received.

25. Optimize use of northern Ontario incentive grant / loan program. (H)

ED; Begun: applied to Fed Nor internship

31. Develop internship program. (M)

ED; just starting; one per year

Internships granted Internships received.


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V. Industry Communication, Liaison and Accountability

Continue industry communications vehicle decided upon;

● Continue all industry liaison activities begun in Year 2 ● Develop detailed performance management system (sec 4.4 of DDP)

ED, staff, RMT Comm; end 2012

Terms of Reference for Communications Committee; Regular communications with industry; development of performance management system


Counts of numbers reached - member satisfaction or invited feedback (on first efforts); needs to be defined from TPA

Board Priority 2: Tracking, Measurement --> establish Baselines

1. Operators: anonymous survey to estimate baseline then benchmark from then on. 2. Asset Inventory 3. Consumer Research (noted above)

ED; RMT Comm; Start now; measure Quarterly; first report due April 30.

Benchmark for tracking impact of organization.

$20,000 (RMT)

Measure using: ▪ HST (random sample of operators); ▪ # visits as a % of total capacity; ▪ Hits to operator websites.

2. Social media tracking ED, Staff, RMT; Ongoing

Increased hits on website(s)

Tied to marketing budget

Google analytics

Board Priority 5: Formally engage tourism partners/ operators

1. Workshops: Packaging, product development (experiences) Google Ad words ● Tied to #14 and Board priority above.

ED, Staff: Jan-Mar, 2012; late Fall 2012 and early Winter 2013.

Deliverable workshops

# of Operators attending work-shops; #packages and experiences established & sold.


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V. Industry Communication, Liaison and Accountability (cont’d.)

Board Priority 5: Formally engage tourism partners /operators (cont’d.)

2. Encourage operators to put their business profiles on the EE website. ● Use a contest or incentive (e.g. free Google ad words.)

ED, Commun. Comm and TOR; Spring 2012

Involvement by Operators

Staff Time # of Operators Involved

Board Priority 9: Engage other Organizations

Establish roles and responsibilities of these, where possible (DMOs, EDAs, Chambers, Municipalities)

ED, Board; Begun with Commun. Comm

List of overlapping and unique EE programs

Staff and Volunteer Time

Communications Committee Interviews

32. Performance management and accountability. (H)

ED and RMT Comm; Board; Started; Ongoing

Defined measures Staff and Volunteer time

Some measures defined in TPA

33. Communications with industry throughout RTO 12. (H)

ED, staff, Board; Ongoing

EE newsletter; presentations

Staff time As noted above

34. Liaison with other RTOs (joint marketing; joint product development, etc.) (H)

ED; begun; ongoing

Talk to three border properties once a month; also defining themselves; joint programs in long run

Included above in PD budget

Partnership RTO 7 (Grey Bruce); talk to RTO 13, and Highlands; Georgian Bay Coastal Route collaboration

35. Advocacy: representing members concerns to province and other levels of government (M)

Currently defining members.

$10,000 (TIAO Advocacy Membership)

Issues discussed


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Part C: Operational Plan Elements Deferred to Year 4

Strategic Action Area





I. Marketing and Promotion

9. Participate in selected travel trade promotions (M)

M&P Comm

11. Develop attractive and consistent signage across region (H)

No

12. Ensure that Travel Information Centres promote RTO 12 primarily (M), tied to Visitor Tracking Project

No

II. Product Development & Innovation

Continue product development initiatives begun in Year 2; Implement Green Eco designation; ● identify & begin initial product packaging strategy (trails?)

Roll-out of ‘Green Eco’ program; - continue product development workshops - first packaging plan finished

To be determined

satisfaction evaluation from program participation - packaging plan complete; industry participation evident

Board Priority 6: Encourage Niche Events in marketing campaigns

Explore Particularly off-peak; weekends; as an extension of existing projects ●Coordinate events; promote shoulder season events from inventory.

Back-burner for now

13. Encourage greater packaging of weekend (or longer events) (H)

No

15. Encourage environmentally responsible operations (‘Green Eco’ designation) (H)

No

18. Encourage sports tourism (M) No

19. Encourage expansion and upgrading of existing product (L)

No


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Part C: Year 3 Operational Plan – Deferred to Year 4 (continued…) Strategic Action

Area Board Priority Specific Activities Anticipated Year

3 (April 1 2012-Mar 31 2013)




II. Product Development & Innovation (cont’d.)

20. Promote products made in RTO 12 to markets outside the region to help create positive image. (M)

Not yet - winter campaign

III. Investment Attraction

23. Continue to improve broadband access throughout region. (M)

No

24. Advocate for improved transportation structure throughout region. (H)

ED; Written letters

26. Examine ways & means to streamline the regulatory process for tourism development. (L)

Begun; good relationship with province, TIAC

IV. Workforce Development & Training

27. Develop workforce training program for (primarily) summer students in industry to ensure common base of knowledge. (L) ● Create awareness of customer service and other training programs for operators & students.

ED & TOR; work with Muskoka Tour-ism, Georgian Bay Country & others with programs

28. Hold workshops in cultural sensitivity training. (M)

No

30. Promote availability and desirability of careers in tourism industry throughout RTO 12. (M)

No


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RECOMMENDATIONS GOING FORWARD

In addition to the goals, priorities and actions identified by the Board and Communications Committee, there are several operational recommendations for moving forward: 1. Vision, Mission, Mandate: Clarify these guiding statements for Explorers Edge as soon as possible. 2. Planning: Begin planning for next year’s 2013-2014 Operational Plans in August of 2012 to allow

ample time for stakeholder inclusion and meaningful engagement. 3. Roles: There is still need for mandate and role clarification among constituents. Explorers’ Edge is

the “new kid on the block” so will continue to need to reinforce its mandate, examine gaps in the Region and Explorers’ Edge it integrates with that of:

i. Regional DMOs; ii. Chambers of Commerce, and iii. Municipal offices related to tourism and economic development. 4. “Working” or “Standing” Committees:

a) In addition to operators, strongly consider including DMOs, Chambers of Commerce and Municipal Economic Development Offices on each of the new Committees – inviting those interested to “self-select” the Committees of choice;

b) Consider defining criteria for participation; c) Ensure two Board members serve on each Committee and that a process is followed in terms of

submission of ideas and action items to the Board, and d) Each Committee should develop its own Terms of Reference. e) Revisit committee structure within one year.

5. Marketing and Promotion: Establish “pay-to-play” activities for all future campaigns to permit

opportunities for operator involvement. 6. Communications Committee: Finalize the Terms of Reference for this group, with their input. 7. Product Development: Consider one of Explorers’ Edge’s key roles as serving as an “aggregator” or

“coordinator” for events, workforce skill development and equipment that might be used by others across the Region.

8. Advocacy: Better define EE’s advocacy role over the next year to ensure it effectively partners to

represent the industry at the Provincial level.


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2012 – 2013 Draft Budget

Budget Items TOTAL

Governance / Administration & Operations

Salaries & benefits 184,000

Finance and Administration 10,000

General Administration 42,000

Travel and General Expenses 41,000

Other Administration 4,500

SUBTOTAL $281,500

Industry Relations

Outreach/Meetings 15,000

Research 40,000

Tourism Industry Awareness 8,000

Website/Membership 30,000

SUBTOTAL $93,000

Sales & Marketing

Consumer Marketing & Social Media 658,000

Product Development 100,000

Google Ad Word Campaign 55,500

Photo/Image Bank 60,000

On-line Reservation System 18,000

Transacting 50,000

SUBTOTAL $941,500

TOTAL AGREEMENT COSTS

$1,316,000


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REFERENCES CONSULTED IN DEVELOPING THE 2012-2013 OPERATIONAL PLAN

DDP (2011). RTO 12 Destination Development Plan – Final Report. TCI Management Consultants, Millier

Dickinson Blais, GGA Management Consultants (August). Explorers Edge Website (2011). www/explorersedge.ca Explorers’ Edqe Quarterly Newsletter, Fall 2011 (Nov 11) EE Board of Directors Communiqué, Nov 15 2011 EE Board Update, November 24, 2011 EE Internal Communiqué, Nov 25, 2011 Genest, John and Douglass Legg (2002). Premier-Ranked Tourist Destinations: Development of a

Framework for Analysis and its Self-guided Workbook. Ontario Ministry of Tourism, Culture and Recreation. Toronto, Ontario. http://fama2.us.es:8080/turismo/turismonet1/economia%20del%20turismo/demanda%20turistica/PREMIER%20RANKED%20TOURIST%20DESTINATION.PDF

Goulding, B. et al (2011). Trails Inventory and Research in RTO 12: Condensed Report. RTO12 Research

Committee (June 20). The Muskoka Assessment Project: Final Report Executive Summary (2006). Muskoka Tourism Marketing

Agency. Operational Plan, 2011. Lockhart, Erik, RTO-12: Operational Planning Session Highlights, January 5. RTO #12 (2010-2011). Business and Operational Plan. RTO 12 Post Incorporation Plan, Created October

25, 2010; Updated January 24, 2011. Sorbara, Greg (Chair) (2009), Discovering Ontario: A Report on the Future of Tourism, Queens Printer for

Ontario: The Ontario Competitiveness Study. TNS (2011). Tourism Research 5 Year Synopsis: RTO 12. TPA (2011). Ontario Funding Agreement: Destination Marketing and Development Initiative, year 2

Amended Agreement, (Transfer Payment Agreement) September 27. Waterway (2011). The Great Waterway Visitor Tracking Project. RTO #9 – Slide Presentation (RTO #9:

Hastings County, Frontenac County, Leeds & Grenville, Lennox & Addington, Prince Edward County, Stormont, Dundas and Glengarry County).

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