2005 Tourism OverviewPresentation to City of Greater Sudbury Council

January 27, 2005

• Presented by • Rob Skelly, Manager of Tourism and Cultural

Industries• Ian Wood, EDO Tourism

• Summary– Greater City = Greater Success– Tourism Means Business– Your Plan for the Future

Greater City = Greater Success

Greater City = Greater Success

• Single, unified tourism structure– Improved planning and implementation– Appropriate division of responsibilities– Focus now on outside markets

• Elimination of intra-community competition

• Budget $$ combined– Critical mass– Encourages leverage

Greater City = Greater Success

• Unified vision & budget encourages buy-in– SudburyTourism.ca Partnership

• Industry Partners (4 in 2000 – 45+ in 2005)• Industry Contribution ($45k in 2000 - $100k in

2005)

Greater City = Greater Success

• 2004 Marketing Plan in French and English– Uses variety of media

• Newspaper, radio, web, TV, periodical ads, publications

• Some campaigns partnered with Science North, Ontario’s North, others

– More than 5 million consumer impressions

– Targets NE Ontario, S Ontario & NW Quebec

Greater City = Greater Success

• Successful tourism projects– PEAT (Partners in EcoAdventure Tourism)– Sudbury Discoveries– Ontario’s North– Travel Media

Greater City = Greater Success

• Coordinated approach triggers increased support from senior levels of government– FedNor, HRSDC, NOHFC, OTMPC– Total support of $1 million received since 2001

• Provincial recognition of Sudbury’s status– Rob Skelly appointed as Chair

of OMTPC Northern Cttee.

Tourism Means Business

• Latest statistics from Ontario Ministry of Tourism (for 2002)– 1.31 million visitors to CGS

• Increase of 42% from 1998• 34% pleasure• 43% visiting friends and relatives• 10% business travel• 12% other (medical, travel etc.)

Tourism Means Business

• Latest stats (2002) continued– 794,000 overnight visits

• Increase of 18% since 1998– Sudbury Market

• 49% Northern Ontario• 41% Southern Ontario• 4.5% Rest of Canada• 4% United States• 1.5% International

Tourism Means Business

• Economic Impacts– Direct

• Visitors spent $181.8 million in 2002• 1,802 direct jobs• $3.5 million in municipal taxes

– Indirect• $13.1 million in GDP• 175 indirect jobs

Tourism Means Business

• Economic Impacts cont’d– Induced

• 245 local jobs• $20.5 million in GDP

– Environmental Economic Impact• Positive changes in quality of

life indicators resulting from tourism investment

Tourism Means Business

• Economic Impacts cont’d– Enabling Economic Impact

• Successful tourism attractions and services enable our community to attract new industries and professional residents with an improved quality of life

• e.g. Boardwalk, Restaurants, Science North

Tourism Means Business

• Industry Investment – Retail and accommodation sectors see Sudbury

as a location for growth• Big box retail development• Southridge mall expansion• The Keg restaurant• New build hotel development

expected in 2005

Tourism Means Business

• Accommodations Industry Investment – Healthy and competitive marketplace– More than $11 million invested in upgrades and

renovations in past three years• New Holiday Inn• New Howard Johnson Plaza• New Radisson• Travelodge• Travelway• Days Inn• Quality Inn

Your Plan for the Future

Your Plan for the Future

• Tourism one of five “Engines of Growth”• Tourism Development Plan 2004-2007

– Approved in 2004– Components address marketing and convention

sales, developing new products, encouraging public support for industry

Your Plan for the Future• Tourism Development Plan – New product

– Découvrir Sudbury Discoveries• Launched in 2004 Sudbury• Leverages eco-adventure tourism assets to create

day adventures– Geological and Francophone product already

identified for future development– FedNor Youth Intern

• Starting this Spring• Will assist with existing attraction

proposals like NORM, Tom Morley, and Grotto of Lourdes

Your Plan for the Future

• Tourism Development Plan – Strategic Plan– Premier-ranked Tourism Destination Project

• Comprehensive analysis of existing industry• Launched in July 2004, final report in April• Basis for development of Tourism Strategic Plan

– Tourism Strategic Plan• Finalized by end of year

Your Plan for the Future• Tourism Development Plan – Visitor &

Convention Services– Convention Sales & Service priority for 2005

• New position to be filled ASAP• Strong industry support

– Visitor Services Review• Analysis of existing welcome centres,

telephone and web• Value for money and effectiveness• Launch of new web portal in March

Your Plan for the Future• Industry Trends

– Tourism numbers soft across North America• Unprecedented time of turbulence, global market• Result is more competition, more volatility

– New emphasis on authentic experiences grounded in destination community

• Science North, Dynamic Earth and Sudbury Discoveries are well-positioned

Your Plan for the Future• Industry Trends

– New revenue streams• Sponsorship & Non-Traditional Partners• Destination Marketing Fees

Conclusion• Tourism in Sudbury

– Advanced a long way in 20 years– Vision in early 1980s has largely been realized– Municipal leadership has been key – Still large potential for growth– Partnerships and resources in

place– Tourism Strategic Plan will

lay out new vision for future