use new tourism nova scotia research to tailor your ... tns...use new tourism nova scotia research...
TRANSCRIPT
![Page 1: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/1.jpg)
Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors
Tuesday, June 23, 2020
Presented by Anna Moran, Director of Research and Policy
Heather Yule, Manager of Experience Development
1
![Page 2: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/2.jpg)
Anna Moran, Director of Research and Policy, Tourism Nova Scotia
• Anna leads Tourism Nova Scotia’s research programs to support evidence-
based decision making across the organization, strategic and business
planning, and TNS’ performance measurement.
Anna joined Tourism Nova Scotia in May 2014, following 20 years of experience
in leveraging market research to inform strategic decision making.
• Most recently, Anna worked with Efficiency Nova Scotia, where she developed
the organization’s market research practice.
• Anna holds a Bachelor of Commerce degree from Mount Allison University.
![Page 3: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/3.jpg)
COVID-19 RESEARCH INSIGHTS
• Tourism recovery
• Nova Scotians travel within Nova Scotia
• NB/PE residents travel to Nova Scotia
• New NS/PE/NB traveller research
• Resident sentiment
2
![Page 4: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/4.jpg)
TOURISM RECOVERY
3
Travellers
• Can travel
• Want to travel
Communities
• Are welcoming
• Restrictions
Industry
• Able to be open
• Health & safety
• Staff
Traveller
Demand
Communities’
Welcome
State of Industry
![Page 5: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/5.jpg)
TOURISM RECOVERY
• Research indicates travellers will start to travel close to home
• Nova Scotians spend:
• $800 million on travel within Nova Scotia
• $1.2 billion on travel outside of the province
4
LOCAL TRAVEL FIRST
![Page 6: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/6.jpg)
TOURISM RECOVERY
• Research indicates closer drive markets will be next
• Does not depend on air capacity
• One-half of visitors to NS are from Atlantic Canada
• Atlantic Canadians spend about $400 million in Nova Scotia
5
REGIONAL MARKETS NEXT
![Page 7: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/7.jpg)
TOURISM RECOVERY
• Further away Canada
• Air markets
• US/Overseas markets
• These markets have been important to tourism revenue
6
FURTHER MARKETS LAST
![Page 8: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/8.jpg)
TRAVELLERS FROM NOVA SCOTIA
7
![Page 9: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/9.jpg)
TRAVELLERS FROM NOVA SCOTIA
8
• 5.5 million trips in 2018
• 4.2 million same-day
• 1.3 million overnight
• $800 million in spending48%
28%
15%
9%
One night Two nights Three nights Four+ nights
![Page 10: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/10.jpg)
NOVA SCOTIAN TRAVEL PARTIES
9
• Nova Scotians most likely to travel alone, but a significant number of trips
are with other adults only (primarily couples), or with children
50%
34%
16%
0%
10%
20%
30%
40%
50%
60%
Alone With adults With children
![Page 11: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/11.jpg)
TIMING OF TRIPS BY NOVA SCOTIANS
10
Oct-Dec
Jul-Sep
Apr-Jun
Jan-Mar
Pleasure
Visit Friends/Relatives
Other
Total Trips
Jan-Mar 1,038,000
Apr-Jun 1,361,000
Jul-Sep 1,671,000
Oct-Dec 1,442,000
![Page 12: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/12.jpg)
REGIONS VISITED
11
50,000
151,000
583,000
591,000
646,000
1,481,000
1,837,000
Eastern Shore
Yarmouth & Acadian Shores
South Shore
Cape Breton Island
Northumberland Shore
Bay of Fundy & Annapolis Valley
Halifax
![Page 13: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/13.jpg)
TRAVELLERS FROM NEW BRUNSWICK & PRINCE EDWARD ISLAND
12
![Page 14: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/14.jpg)
TRAVELLERS FROM NB/PE
13
• 1.1 million overnight visitors to
Nova Scotia in 2019
36%
32%
17%
15%
One night Two nights Three nights Four+ nights
![Page 15: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/15.jpg)
TRAVEL PARTIES FROM NB/PE
14
28%
36%
14%11%
7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Alone Couple Family withchildren
Family adultsonly
With friends
• Most visits are as a couple or alone
![Page 16: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/16.jpg)
TIMING OF VISITS FROM NB/PE
15
242,200
364,500
273,300
228,500
Oct-Dec
Jul-Sep
Apr-Jun
Jan-Mar
![Page 17: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/17.jpg)
REGIONS VISITED BY NB/PE VISITORS
16
3%
4%
6%
12%
14%
35%
70%
Yarmouth & Acadian Shores
Eastern Shore
Cape Breton Island
Northumberland Shore
South Shore
Bay of Fundy & Annapolis Valley
Halifax
![Page 18: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/18.jpg)
THE MARITIME TRAVELLER LANDSCAPE
17
![Page 19: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/19.jpg)
MARITIME TRAVELLER RESEARCH• Focus groups with travellers from
NS, NB, PE
• Understand impact of COVID-19
• Travel plans for 2020
• Perceptions of NS
18
![Page 20: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/20.jpg)
INCREASED DIGITAL ADOPTION
• COVID-19 restrictions drove consumers online
• Increased comfort searching, booking, purchasing online
• Online content is critical
• Not just what you offer, safety information too
19
OPPORTUNITY: OPTIMIZE YOUR ONLINE PRESENCE
![Page 21: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/21.jpg)
COVID-19 IMPACT ON TRAVEL
• More planning, even for Maritime travel
• Concern about cancellation
• Crowd avoidance
• Halifax a concern for some
• Will travel once they feel safe to travel
20
OPPORTUNITY: PROVIDE INFORMATION/ POLICIES TO MITIGATE TRAVEL CONCERNS
![Page 22: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/22.jpg)
NOVA SCOTIA HAS A STRONG REPUTATION
• Stunning coastal landscape is foundational
• Key strengths
• Halifax is a large urban centre
• Scenic driving
• Lots to see and do
• Better festivals/events
• Can explore without having to drive too far
21
![Page 23: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/23.jpg)
OPPORTUNITY: PROMOTE YOUR STRENGTHS
NOVA SCOTIA DELIVERS ON MARITIME TRAVEL MOTIVATORS
22
BeachesRoad Tripping
Experiencing the
Great Outdoors
Cottages, Cabins,
Camping
Fall Colours
Shopping
Exploring Small
Towns/Villages
Visiting Friends,
Family
SeafoodRestaurants,
Pubs
Sports
Competitions
Amusement Parks
Festivals,
Concerts, Events
Museums
Historic Sites
![Page 24: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/24.jpg)
NOVA SCOTIA IS REASSURINGLY FAMILIAR
• Nova Scotia is comfortable
• Regional travellers tend to return to their regular places
• Friends/family often informs where they go
23
OPPORTUNITY: ENCOURAGE EXPLORATION BEYOND THE FAMILIAR
![Page 25: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/25.jpg)
SAFETY IS “TABLE STAKES”
• Travellers do not know the safety rules
• Need to know they will be kept safe
• Information at all steps
24
OPPORTUNITY: CLEARLY DEMONSTRATE SAFETY PROTOCOLS ARE IN PLACE
![Page 26: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/26.jpg)
FAMILY TRAVEL AN IMPORTANT CONSIDERATION
• New Brunswick and PEI seen as stronger than Nova Scotia
• Safety even more important for families
25
OPPORTUNITY: FAMILY-FRIENDLY ACTIVITIES AND ATTRACTIONS
![Page 27: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/27.jpg)
COST: “KEEP IT REAL”
• Regional travel seen as less expensive
• Lower travel cost – don’t need to fly
• Some rejection of overly expensive, luxury experiences
• Important to demonstrate value
26
OPPORTUNITY TO DEMONSTRATE VALUE
![Page 28: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/28.jpg)
WIDE RANGE OF HIGH APPEAL ACTIVITIES
27
Highest Appeal/Consideration
• Food & restaurants
• Beaches
• Cabot Trail
• Halifax waterfront
• Historic sites
• Boating
• Fall touring
• Whale watching
![Page 29: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/29.jpg)
WIDE RANGE OF HIGH APPEAL ACTIVITIES
28
High Appeal/Consideration
• Hiking
• Festivals
• Glamping
• Resorts
• Lobster
• Local food producers
• Museums
• UNESCO sites
• Kayaking
• Peggy’s Cove
• Wineries
• Shopping
• Live music
• Tidal bore rafting
• Craft beer
OPPORTUNITY: LINK TO/LEVERAGE HIGH APPEAL ACTIVITIES
![Page 30: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/30.jpg)
RESIDENT SENTIMENT SURVEY
29
![Page 31: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/31.jpg)
RESIDENT SENTIMENT SURVEY• Weekly survey across Canada
• 1,800 respondents
• Weighted to be reflective of
Canadian population
• Minimum of 200 responses from
each region of Canada each week
(BC, AB, MN/SK, ON, QC, ATL)
30
![Page 32: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/32.jpg)
• Respondents rate their level of agreement
• I would welcome visitors travelling to my community from:
• Other communities near me
• Other parts of my province
• Other parts of Canada
• The United States
• Other countries outside of the United States
• Also asked about comfort with one’s community being advertised as a travel
destination
31
RESIDENT SENTIMENT SURVEY
![Page 33: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/33.jpg)
RESIDENT SENTIMENT SURVEY
32
• Canadians most willing to
welcome visitors from within
their own province
• Less likely to be willing to
welcome visitors from outside
their province
• Feeling safe to travel and being
willing to welcome are related
![Page 34: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/34.jpg)
RESIDENT SENTIMENT SURVEY
33
• Opinions are similar regardless
of where one lives
• Earlier on, rural residents of
Atlantic Canada were more
welcoming than urban residents
![Page 35: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/35.jpg)
RESIDENT SENTIMENT SURVEY
34
• Canadians in general are happy to neutral about their community being
advertised as a vacation destination
• Atlantic Canadians are middle of the pack
![Page 36: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/36.jpg)
Heather Yule, Manager of Experience Development, Tourism Nova Scotia
• With over 15 years of marketing, communications and tourism development
experience, Heather nurtures strategic opportunities to grow Nova Scotia’s
tourism economy.
• Heather works with existing and emerging product areas and diverse
stakeholders across the province to influence the development of experiences.
• Currently leading the Experience Development team, Heather has been with
Tourism Nova Scotia since 2007.
• Previously she worked in marketing and communications with the Nova Scotia
Museum and holds a Public Relations Degree from Mount Saint Vincent
University.
![Page 37: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/37.jpg)
1
DIFFERENTIATE IN THE MARITIME MARKET
![Page 38: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/38.jpg)
INSPIRE TRAVEL
Differentiate to encourage increased
spending, overnight stays, and
generate repeat visits. Consider:
- Itineraries
- Packages
- Experiences
Leverage the above tools on your
website, local destination marketing
websites and NovaScotia.com
2
![Page 39: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/39.jpg)
ITINERARIES & STORIES
List of suggested things to do for
travellers:
• Organized by time
(48 hours in Mahone Bay)
• Listicle
(Inverness: Top 10 Family Fun)
• Inspirational
(Nova Scotia Bucket List)
3
![Page 40: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/40.jpg)
PACKAGES
Combine a minimum of two tourism
offerings at one price point, such as
tidal bore rafting tour and a meal.
Packages are about providing value
and convenience to travellers.
Focus packages on preferred activities
of your target market, and ensure
elements of package align with your
level of quality and visitor values.
4
![Page 41: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/41.jpg)
EXPERIENCES
• Authentically connect visitors to Nova
Scotia places and people, such as chefs,
fishers, farmers, artisans, guides,
musicians, and storytellers to
differentiate.
• Offer added-value to activities that visitors
will pay a premium for, increasing tourism
revenues.
• Create and curate mix of activities and
services for a single price.
5
Experiences are unique, hands-on activities where a visitor learns
something by doing something with someone who lives here.
![Page 42: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/42.jpg)
ELEVATE PRODUCT TO AN EXPERIENCE
6
![Page 43: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/43.jpg)
ELEVATE A PRODUCT…
7
![Page 44: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/44.jpg)
…TO SERVICE…
8
![Page 45: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/45.jpg)
…TO AN EXPERIENCE
9
![Page 46: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/46.jpg)
TOP TEN TIPSPOSITION YOUR BUSINESS WITHCOMPELLING REASONS TO VISIT NOW
![Page 47: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/47.jpg)
1. FOCUS ON CUSTOMERS
![Page 48: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/48.jpg)
CREATE A CUSTOMER FOCUSED PACKAGE
12
Customer Values
Align Product
Develop Package
Describe Package
Engaging Imagery
Promote and Sell
![Page 49: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/49.jpg)
2. LEAD WITH COMPELLING OFFER
13
![Page 50: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/50.jpg)
REDISCOVER: COMBINE FAMILIAR AND NEW
14
![Page 51: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/51.jpg)
3. DIFFERENTIATE
15
![Page 52: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/52.jpg)
OFFER WHAT VISITORS CAN ONLY GET IN NS
16
![Page 53: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/53.jpg)
4. AUTHENTICITY
17
![Page 54: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/54.jpg)
DINO DIG: FUNDY GEOLOGICAL MUSEUM
18
![Page 55: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/55.jpg)
5. DEMONSTRATE SAFETY
19
![Page 56: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/56.jpg)
GRAPE ESCAPES WINE TOURS
20
![Page 57: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/57.jpg)
6. WORTH THE ROAD TRIP
21
![Page 58: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/58.jpg)
22
![Page 59: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/59.jpg)
23
![Page 60: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/60.jpg)
24
![Page 61: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/61.jpg)
25
![Page 62: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/62.jpg)
7. PRICING
26
![Page 63: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/63.jpg)
PRIVATE ISLAND YURT FOR TWO
![Page 64: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/64.jpg)
8. EASY TO BUY
28
![Page 65: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/65.jpg)
WEBSITE
• Easy to use, clear navigation
• Online booking
• Use your best photography and
video
• Provide all relevant information
• Search Engine Optimization
(SEO)
• Mobile first
• Update often
29
![Page 66: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/66.jpg)
9. FLEXIBLE CANCELLATION
30
![Page 67: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/67.jpg)
NOVASHORES ADVENTURES
![Page 68: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/68.jpg)
32
![Page 69: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/69.jpg)
10. READY TO MARKET
33
![Page 70: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/70.jpg)
34
![Page 71: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/71.jpg)
ENGAGE WITH VISITORS
![Page 72: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/72.jpg)
WORD OF MOUTH AND SOCIAL MEDIA
• Most influential and trusted
form of marketing
• Turn your neighbours and
visitors into your best
advocates
• Engage with visitors before,
during, and after
• Use hashtag
#VisitNovaScotia
36
![Page 73: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/73.jpg)
NOVA SCOTIAEXPERIENCE TOOLKIT
37
![Page 74: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/74.jpg)
TOURISMNS.CA/EXPERIENCETOOLKIT
Add your packaged experience ingredients:
• your business goals and differentiators
• types of travellers and motivators
• experience development planning tools
• industry best practices
• marketing and sales insights
38
![Page 75: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/75.jpg)
39
EXPERIENCE VIDEOS AND TIP SHEETS
![Page 76: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/76.jpg)
40
A packaged experience doesn’t need to be complex, but it does need to be well planned, priced for profit and promoted!
![Page 77: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/77.jpg)
CONNECT WITH CUSTOMERSUpdate Your NovaScotia.com Business Listing
• The COVID-19 situation may have altered some aspects of your
operations
• Update your business listing, packages, events and experiences on
NovaScotia.com to reflect your open/close dates, business hours, rates
• Updates can be emailed to:
https://www.tourismns.ca/news/intouch-blog/we-want-help-you-
connect-customers-update-your-novascotiacom-business-
listing
![Page 78: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/78.jpg)
New Tourism Digital Assistance Program – Apply Now!
7
• Enhance your online presence and connect with
potential customers.
• Tourism Nova Scotia in partnership with Digital Nova
Scotia
• Digital Nova Scotia will pair selected businesses with
consultants for services up to $5,000 in value.
• Apply by: Wednesday, July 8, 4 pm
https://tourismns.ca/tourismdigitalassistanceprogram
![Page 79: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/79.jpg)
STAY CONNECTED!
• Newsletter
Sign-up for inTouch
Follow @TourismNS
Follow Tourism Nova Scotia
• Website
Visit tourismns.ca
• COVID-19 Resources
tourismns.ca/coronavirus
• Contact Business Development
![Page 80: Use New Tourism Nova Scotia Research to Tailor Your ... TNS...Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020](https://reader033.vdocuments.mx/reader033/viewer/2022051804/5fed4ed47d45633fbd6b027f/html5/thumbnails/80.jpg)
TOURISMNS.CA
41