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THE TOWN OF WASAGA BEACH3-5 YEAR TOURISM DESTINATION
DEVELOPMENT ACTION PLANINDUSTRY/PUBLIC LAUNCH SESSION
MAY 28, 2018
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THERE’S NEVER BEEN A BETTER TIME TO BE IN THE TOURISM INDUSTRY
• 2017 INTERNATIONAL TOURIST
ARRIVALS GREW BY 7% TO REACH
1,322 BILLION
• EXPECTED TO CONTINUE
• +4-5% IN 2018
UNWTO WORLD TOURISM BAROMETER
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THE AMERICANS HAVE RETURNED
• 14.33 MILLION VISITORS
(+3.1% - 2016)
• BEST PERFORMANCE SINCE
2005
DESTINATION CANADA, MARCH 2018
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INTERNATIONAL MARKETS GREW
• ASIA-PACIFIC: 1.90 MILLION, +11.4%
• EUROPE - 1.76 MILLION, +0.7%
• LATIN AMERICA - 498,000, +39.3%
DC CORE MARKETS, MARCH 2018
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2017 ACCOMMODATION PERFORMANCE
• OCCUPANCY - 65.6%, +1.8 POINTS
• AVERAGE DAILY RATE - $155.10, +4.8%
• REVPAR - $101.69, +7.8%
DESTINATION CANADA, MARCH 2018
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ONTARIO - TOTAL INBOUND
2016F 2017F 2018F
2018F
% 2019F
2019F
%
Total Visits ('000) 149,377 152,482 154,666 1.4% 157,290 1.7%
Ontario Residents 126,969 128,790 130,840 1.6% 132,840 1.5%
Other Provinces 7,064 7,228 7,318 1.2% 7,403 1.2%
United States 12,835 13,812 13,774 -0.3% 14,235 3.3%
Overseas 2,509 2,651 2,733 3.1% 2,813 2.9%
Total $ (million) 26,651 29,295 30,678 4.7% 31,798 3.7%
Ontario Residents 14,225 15,743 16,108 2.3% 16,267 1.0%
Other Provinces 2,384 2,518 2,705 7.4% 2,851 5.4%
United States 4,246 4,670 4,982 6.7% 5,219 4.8%
Overseas 5,796 6,364 6,883 8.2% 7,460 8.4%7
OMTCS, Statistics Canada. F = Forecast
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WHAT IS TOURISM
• TOURISM IS “THE ACTIVITIES OF PERSONS
TRAVELLING TO AND STAYING IN PLACES
OUTSIDE THEIR USUAL ENVIRONMENT FOR NOT
MORE THAN ONE CONSECUTIVE YEAR FOR
LEISURE, BUSINESS AND OTHER PURPOSES”
(WORLD TOURISM ORGANIZATION, UNITED NATIONS STATISTICAL COMMISSION)
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WHAT IS TOURISM TO BRAIN TRUST
• TOURISM IS THE ACTIVITIES OF
PERSONS TRAVELLING TO, AND
IDEALLY STAYING IN* PLACES OUTSIDE
THEIR USUAL ENVIRONMENT, MORE
THEN 80 KM FROM HOME, FOR
LEISURE AND SPORT PURPOSES OR TO
ATTEND A CONVENTION,
CONFERENCE, TRADE SHOW
*PAID COMMERCIAL ACCOMMODATIONS
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REMINDER: THE END GAME
•GROW TOURISM VISITATION AND REVENUES
•DRIVE TOURISM BUSINESS TO PRIVATE AND PUBLIC
SECTOR BUSINESSES AND ORGANIZATIONS
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TOURISM DESTINATION MANAGEMENT
A CONTINUOUS PROCESS OF
UNDERSTANDING, COORDINATING,
INVESTING, DEVELOPING AND MARKETING
THE TOURISM POTENTIAL OF A DESTINATION
IN WAYS THAT PROVIDES VALUE TO VISITORS,
COMMUNITIES AND BUSINESSES12
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PLANNING CONTEXT
CUSTOMER CENTRIC - FOCUS ON THE VISITOR JOURNEY
“SEEING THE SIGHTS IS NO LONGER ENOUGH. TRAVELLERS
WANT TO VENTURE BEYOND THE BEATEN PATH AND DIVE
DEEPER INTO AUTHENTIC LOCAL CULTURE, CONNECTING WITH
PEOPLE AND PLACES IN DEEP AND MEANINGFUL WAYS”
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MAKE SHIFT HAPPEN: A NEW WAY OF THINKING IS REQUIRED
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FROM
PRESENTING:
A LIST OF
THINGS TO
SEE AND DO
TO
PROVIDING:
A JOURNEY OF VISITOR
EXPERIENCES
REVEALED OVER TIME
THAT ENGAGE, EXCITE,
ARE RELEVANT AND
MEMORABLE
Dr. Nancy Arsenault (TC) and Richard Innes (BT)
SHIFT
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Identify:
Themes
Stories
Narrative
=
Unique
Differentiators
Understand Your
Tourism Assets:
Infrastructure
Activities
People/Programs
Know Your
Ideal Guests:
Desired Benefits
Attitudes
Values
Motivations
Demographics
Geographic
DemandSupply
Potential
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A SHIFT IS REQUIRED:EXPERIENCES VS. PRODUCTS (ASSETS)
ROE
ROI
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TOURISM ASSET ASSESSMENT
INFRASTRUCTURE / PLACE
BASED ASSETS
ACTIVITY / SERVICE BASED
ASSETS
PEOPLE / PROGRAM BASED
ASSETS
TYPICAL BUSINESSES
Hotels, historic sites, parks,
attractions, theatres, restaurants,
transportation, sports facilities &
tour operators.
Fishing outfitters/charters,
artisans, horse-drawn sleigh
rides.
Guiding companies, storytellers,
musicians, festivals/events and
small tour operators.
CHARACTERISTICS High fixed costs, need visitor
volume &/or base funding.
Fixed cost related to activity,
need steady volume but often
smaller groups.
No to low fixed costs, typically low
volume, highly specialized. Use
other’s infrastructure. Less volume
and charge higher prices.
WASAGA BEACH
ASSETS
There are more than XXXX
infrastructure assets:
• roofed accommodations
• camping/RV park
• restaurants
• agri-culinary assets
• natural assets
• culture/heritage assets
• golf courses
There is a total of XXXX outdoor
activity-based assets including:
• angling operator
• paddling
• surfing
There is a total of XXXX program /
people assets. This includes XX
festivals/events, X self-guided tours
People providing experiences
include:
o guided tours
o culinary experiences
o storytellers
o musician (reported)
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ONTARIO SEGMENTATION STUDY –IDEAL GUESTS
• 12 UNIQUE SEGMENTS
WERE IDENTIFIED
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IDEAL GUESTSTO BE CONFIRMED
RTO7’S ENVIRONICS ANALYTICS
• UP AND COMING EXPLORERS
• NATURE LOVERS
• FAMILY MEMORY BUILDERS
• CONNECTED EXPLORERS
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DEMAND VS. SUPPLY THINKING
EXAMINE WASAGA BEACH THROUGH THE VISITOR’S LENS
WHAT BENEFITS ARE OUR IDEAL GUESTS SEEKING?
HOW DO WE DELIVER UNFORGETTABLE EXPERIENCES?
WHAT CAN WE OFFER THAT IS UNIQUELY OURS?
HOW DO WE LAYER ON ENGAGEMENT/EMOTION (ROE)?
HOW DO WE DELIVER REVENUE TO OPERATORS (ROI)?
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THE VISION“THIS IS GOING TO BE PARADIGM SHIFT FOR
WASAGA BEACH” MAYOR SMITH*
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*Simcoe.com, Jan. 4, 2018
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PROJECT APPROACH• LITERATURE/DOCUMENT REVIEW
• REPORTS, PLANS, STUDIES
• INDUSTRY CONSULTATIONS - CONVERSATIONS WITH:
• TOURISM STAKEHOLDERS AND PUBLIC
• ELECTED OFFICIALS, TOWN STAFF
• DEVELOPER
• ASSOCIATIONS, BOARDS, TEAC
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WHAT DO YOU THINK?
1. COMPLETE THIS SENTENCE:
• FROM A TOURISM PERSPECTIVE IN FIVE YEARS WASAGA
BEACH WILL BE…
2. WHAT ARE THREE THINGS THAT THE TOURISM INDUSTRY
NEEDS TO DO TO GROW TOURISM IN WASAGA BEACH??
3. WHAT TYPES OF VISITORS WOULD YOU LIKE TO SEE IN
WASAGA BEACH?
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PROJECT APPROACH
•UNDERSTAND THE DESTINATION
• CURRENT PERFORMANCE
• ROLES AND RESPONSIBILITIES – WHO DOES WHAT
• TOURISM ASSET ASSESSMENT
• EVENTS CLASSIFICATION
• DEFINE THE IDEAL GUEST(S)
• IDENTIFY THEMES, NARRATIVES
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PROJECT APPROACH
• STAKEHOLDER VISION SESSIONS
• VISION SESSIONS – INFORM, INPUT , VALIDATION
• DRAFT DESTINATION MANAGEMENT PLAN
• WORKING GROUP VALIDATION
• FINAL DESTINATION MANAGEMENT PLAN
• PRESENT DESTINATION MANAGEMENT PLAN TO INDUSTRY/COUNCIL
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MAKE SHIFT HAPPEN
• INDUSTRY DRIVEN - DEFINE ROLES AND RESPONSIBILITIES
• ENABLERS – MUNICIPALITY AND OTHER ORGANIZATIONS
• PUBLIC AND PRIVATE SECTOR OWNER OPERATORS
• IDENTIFY QUICK WINS
• GROW VISITATION/REVENUE ONE MONTH AT A TIME
• SET IN MOTION LONG-TERM STRATEGIES
• DIVERSIFY THE OFF-SEASON OFFERINGS WITH UNIQUE EXPERIENCES 28
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MAKE SHIFT HAPPEN
• IDENTIFY, DEVELOP, MARKET UNIQUE DIFFERENTIATORS
• FUTURE WASAGA BEACH NARRATIVE
• GROWS VISITATION/REVENUE WHEN YOU NEED IT
• SETS UP FUTURE POSITIONING/BRANDING
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TIMING• CLIENT BRIEFING, PROJECT LAUNCH APRIL
• UNDERSTAND THE DESTINATION APRIL/MAY
• INDUSTRY/PUBLIC LAUNCH MAY 28
• INDUSTRY SESSION - FINDINGS/OBSERVATIONS JUNE 14
• DOCUMENTS POSTED FOR PUBLIC COMMENT
• INDUSTRY SESSION - RECOMMENDATIONS JULY 24
• DOCUMENTS POSTED FOR PUBLIC COMMENT
• FINAL TDMP JULY 31
• PRESENTATION TO COUNCIL AUGUST
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“A MEETING OF MINDS”
www.braintrustmarketing.ca
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