Tourism Plan 2010 TAC TPEI Final

TOURISM PLAN 2010

TIAPEI AGMTourism Advisory Council and Tourism PEI

Tourism Advisory Council (TAC) Chair

KEVIN MURPHY

AGENDA

Opening Remarks Year in Review

2009 Tourism Plan 2010

Goals & Objectives Year of Culinary

Division Plans 2010 CRM & Sales Strategy,

Evaluation and Industry Investment

Marketing & Communications

Industry Opportunities

Director of Strategy, Evaluation and Industry Investment (SEII)

CHRIS JONES

2009 YEAR IN REVIEW

NATIONAL / REGIONAL OVERVIEW

A Year of Mixed Results

2009 YEAR IN REVIEW

CANADA

Year to Date (YTD) to August 2009

•U.S. Overnight visits down 7%

•Auto trips from the U.S. down 5%

•Air trips from the U.S. down 10%

•Occupancy down 6% points to a level of 59%.

NEW BRUNSWICK

YTD September 2009

Room nights sold are down 2%.

Room nights sold to U.S. and International visitors down 4%.

Room nights sold to Canadian visitors down 2%.

Provincial Park campsites sold up 14%.

NOVA SCOTIA

Air visitors down 13%.

Campsites sold up 1%.

Room nights sold down 4%.

Golf rounds played up 3%.

YTD September 2009

YTD visitation up 1%.

Auto visitors up 9%.

Motorcoach down 21%.

Newfoundland & Labrador

YTD September 2009

Non-resident auto and air travelers increased 2%.

Fixed Roof Occupancy is 51%, up 1% versus 2008.

PRINCE EDWARD ISLAND

2009 YEAR IN REVIEW

KEY INDICATORS

• Traffic• Occupancy Statistics

% YTD OctBRIDGE (non resident) 9%

FERRY -3%

AIRPORT -2%

2009 TRAFFIC

OCCUPANCY AND OVERNIGHT STAYS

2009 UNITS SOLD / AVAILABLE

Units 2008 2009 (Est.) Diff. % Chg

Fixed Roof - Sold 585,335 557,182 -28,153 -5%

Camping - Sold 184,284 224,393 40,109 22%

Total Overnight Stays 769,619 781,575 11,560 2%

PEI INDICATORS

2005 2006 2007 2008 2009(estimated)

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

564,706 559,440 578,114 585,335 557,182

207,130 201,799 205,690 184,284224,393

2005-09 Units Sold Campground vs Fixed Roof

Camp-ground

Fixed Roof

(27%)

(73 %)

(26%)(27%) (24%)

(74%) (74%) (76%) (71%)

(29%)

PUSH AND PULL

BY ACCOMMODATION TYPE

HOTEL/MOTEL

2005 2006 2007 2008 2009335,000

340,000

345,000

350,000

355,000

360,000

365,000

370,000

375,000

Represents 66% of Total Fixed Roof RNSYTD Through October – Down 21,495 RNS or 6%

2005 2006 2007 2008 20090

5,000

10,000

15,000

20,000

25,000

30,000

35,000

InnsRepresent 4 % of Total Fixed Roof RNS

YTD Through October – Down 9,905 RNS or 31%

CottagesRepresent 22% of Total Fixed Roof RNS YTD Through October – Up 9,598 RNS or

9%

2005 2006 2007 2008 200990,000

95,000

100,000

105,000

110,000

115,000

120,000

CampgroundsYTD Through October – Up 40,109 SNS or

22%

2005 2006 2007 2008 20090

50,000

100,000

150,000

200,000

250,000

PUSH AND PULL BY MARKET

WHAT IS PULLING RNS DOWN?

2005 2006 2007 2008 20090

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Motorcoach (-11,261 or -39%)

2005 2006 2007 2008 20090

10,000

20,000

30,000

40,000

50,000

60,000

70,000

United States (-5,884 or -11%)

2005 2006 2007 2008 20090

5,00010,00015,00020,00025,00030,00035,00040,000

International (-14,725 or -43%)

The three markets below are down 31,870 Room-nights.

WHERE IS THE GROWTH COMING FROM?

NB NFLD Quebec Ontario Western Canada

+2,906 +1,316 +492 +4,034 +1,715

Change in RNS

2005 2006 2007 2008 2009340,000

360,000

380,000

400,000

420,000

440,000

460,000

Canada

YTD October RNS to Canada are up 7,669 Room-nights or 2%YTD Canada represents 84% of Fixed Roof RNS

MARKET PERFORMANCE

2009 MARKET PERFORMANCEQUEBEC

GOAL: 2% GROWTH

2009 PACE (UNITS SOLD)• 41,203 Fixed Roof (+2%)• 23,835Campground (+24%)• 65,038 TOTAL ONS

Projected 9% increase in ONS

(8% of Total ONS)

2008 PACE (UNITS SOLD)• 40,532 Fixed Roof• 18,273 Campground• 58,805 TOTAL ONS

2009 Market PerformanceOntario

Goal: Maintain

2008 PERFORMANCE (UNITS SOLD)

• 114,771 Fixed Roof• 19,660 Campground• 134,431 TOTAL Overnight Stays (ONS)

2009 PACE (UNITS SOLD)• 117,522 Fixed Roof (+2%)• 22,603 Campground (+15%)• 140,125 TOTAL Overnight Stays (ONS)

Projected 4% increase in ONS

(18% of Total ONS)

2009 Market PerformanceMaritime MarketGoal: MAINTAIN



2009 PACE (UNITS SOLD)• 189,454 Fixed Roof (0%)• 57,488 Campground (+14%)• 246,942 TOTAL Overnight Stays (ONS)

Projected 3% increase in Total ONS

(32% of Total ONS)

2009 Market PerformanceUnited States

Goal: 3% GROWTH



2009 PACE (UNITS SOLD)• 47,836 Fixed Roof (-11%)• 11,862 Campground (+16%)• 59,698 TOTAL Overnight Stays (ONS)

Projected 7% decrease in Total ONS

(8% of Total ONS)

2009 Market PerformanceInternational Market

Goal: MAINTAIN



2009 PACE (UNITS SOLD)• 20,207 Fixed Roof (-42%)• 1,995 Campground (+18%)• 22,202 TOTAL Overnight Stays (ONS)

Projected 39% decrease in Total ONS

(3% of Total ONS)

2009 PROJECTED ESTIMATES

VOLUME

7% increase

1.28M visitors in 2009

EXPENDITURES

FLAT at Less than 1% increase

$373M

Deputy Minister, Tourism PEI

MELISSA MACEACHERN

TOURISM PLAN 2010Tourism Advisory Council and Tourism PEI

2010 DIRECTION

Culinary – Launch of a Five Year Strategy

Cultural Investment in Soft Periods

Convention Centre and Queen’s Wharf District

Continued Focus on Golf Integrated Tourism Solution – roll

out Communications


KEVIN MURPHY

2010 VANCOUVER OLYMPICS

2010 KEY STRATEGIES

Enhance the business development/opportunity assessment funnel.

Further refine the marketing and sales approach.

Product investment accountability enhanced and supporting primary motivators.

Continued focus on the key vertical markets.

Require greater creativity to reach key high yield markets (mid-long haul family and couples 45+).

36

Overall Goal

To increase tourism through a focus on export markets with an emphasis on higher yield markets.

37

2009 Projected ONS 781,7842010 Goal 1.5% growth ONS 793,830Increase in ONS to achieve goal 12,046

MarketProjected ONS 2009

2010 Goal

IncreaseProjected ONS 2010

Increase ONS to Achieve

GoalTargeted Markets Quebec 63,814 3% 65,728 1,914Maritime 244,168 2% 249,051 4,883Ontario 140,072 1% 141,473 1,401International 21,262 1% 21,475 213US 57,087 1% 57,658 571Total Targeted Markets 526,403 1.7% 535,385 8,982

Other Markets Other Markets 255,381 1.2% 258,445 3,064GRAND TOTAL 781,784 1.5% 793,830 12,046

Industry Objectives

39

Wk

1W

k 2

Wk

3W

k 4

Wk

5W

k 6

Wk

7W

k 8

Wk

9W

k 10

Wk

11

Wk

12

Wk

13

Wk

14

Wk

15

Wk

16

Wk

17

Wk

18

Wk

19

Wk

20

Wk

21

Wk

22

Wk

23

Wk

24

Wk

25

Wk

26

Wk

27

Wk

28

Wk

29

Wk

30

Wk

31

Wk

32

Wk

33

Wk

34

Wk

35

Wk

36

Wk

37

Wk

38

Wk

39

Wk

40

Wk

41

Wk

42

Wk

43

Wk

44

Wk

45

Wk

46

Wk

47

Wk

48

Wk

49

Wk

50

Wk

51

Wk

52

Wk

53

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

0

50000

100000

150000

200000

250000

Soft SoftShoulderShoulde

rPea

k

2010 DEPARTMENTAL OBJECTIVES

1. Address soft visitation periods through product investment and marketing.

Avg Weekly bridge traffic (2004-08)♦Avg Monthly Overnight Stays (2005-08)

2. Adhere to the discipline required to build a brand in the appropriate markets.

3. Expand participation and awareness of our tourism product.

4. Ensure that our investment addresses the desires of our key markets

5. Improved communications with industry.

40

2010 DEPARTMENTAL OBJECTIVES

Kevin Murphy, Tourism Advisory Council Chairand Sebastian Manago, Director of CRM and Sales

2010: YEAR OF CULINARY

CULINARY ALLIANCE OFPRINCE EDWARD ISLAND

Leveraging food for Island-wideeconomic growth

PEI CULINARY ALLIANCE

Mission To facilitate the development of innovative

food industry partnerships, culinary experiences and promotional programs that serve as a catalyst for:

1. Increased tourism visitations to Prince Edward Island

2. Increased consumption of rural PEI food products on-Island

3. Increased export sales of rural PEI food products

PEI CULINARY ALLIANCE

Inaugural Stakeholders Departments of Agriculture; Tourism;

Fisheries, Aquaculture & Rural Development; Communities, Cultural Affairs & Labour and ACOA.

Representatives from respective industries:

- PEI Seafood Processors Assoc.- Tourism operators- PEI Potato Marketing Board- Culinary Institute of Canada

- PEI Restaurant Assoc.- PEI Chef’s Assoc.- MCPEI- Farmers / Artisans

INITIATIVES “Pack your appetite” promotion with the PEI

potato board 4 million potato bags in Ontario & Quebec

“Flavours of PEI” Cookbook Chefs association Photos are owned by Tourism PEI

“Culinary Trail” The PEI handbook for culinary tourism Restaurants / Farmers / Fishers /

Farm Markets / Culinary Experiences

INITIATIVES Culinary website

Integrating all content around PEI food experiences in one space

Michael Smith participation Integration of programs between Tourism

and Buy PEI Marketing readiness program for non-traditional sectors

Participate and enhance our brand in food shows Boston Seafood Show, Royal Winter Fair, NYC Food and

Wine Show, Vancouver Eats

INITIATIVES Expansion of Michael Smith’s role

Culinary ambassador of PEI including broadcast, media outreach, food launches, etc.

Festival Express Bring PEI to key markets in an integrated approach Integrate restaurant and retail promotions with

culture, tourism and culinary. Chef’s Summit

Key influencers Professional development

2 YEAR OUTLOOK

Further build export markets based on the big 4 Lobster, Mussels, Oysters, Potatoes in combination with

tourism Build key distribution partnerships

Franchises, Regions Build the Artisanal food producer base

Cheese makers, distillers, wineries etc. in rural PEI Expand/build Fall Flavours beyond regional

festival Increase traffic and bums in beds

Director

SEBASTIAN MANAGO

CONSUMER SALES & CUSTOMER RELATIONSHIP MANAGEMENT DIVISION

DIVISIONAL SEGMENTS

CRM Customer Relationship management

Sales Central Reservation system Packages Distribution

Visitor (Industry) Services VIC’s , Call Center, industry services

ITS Management

2009

Launch of the central customer database 800,000 and growing

Newsletter Drastic increase from

70,000 to 400,000 recipients Central Reservation System

200 operators 3,100 bookings 7,300 room nights Over $1 million in sales

SALES (THE SALES FUNNEL SINCE MAY)

118,263

329,000

82,047

24,660 3,500

687196

Accommodation Searches Link-outs

Guide requests Calls

Bookings

Unique visitors to www.tourismpei.com

CRM PLAN FOR 2010

Create script for customer interaction Create e-mail conversation Track Visitor Guides

Delay the commission one more year The $50 fixed fee will be extended for one

more year

ITS: NEW FOR 2010

Transition fromSlumberland to BookPEI

New Functionalities New User Interface

for January, 2010

Communications Plan Industry Survey Focus Groups Consumer Testing Operator Outreach Workshops

ITS: NEW FOR 2010 Distribution

Travel Agents / other / RTA’s Expedia - Homeaway

Activity operators Reservation system for non

accommodation operators

Map – communities Enable geographic search for communities

Ad Space More options for context driven advertising

Operator Services Self serve What’s going on in your area

Director

CHRIS JONES

DIVISION OF STRATEGY, EVALUATION AND INDUSTRY INVESTMENT

DIVISION RESPONSIBILITIES

Product Development Industry Investment Product Investment Industry / Partner Relations Regulatory Affairs Public Policy Strategy Development Evaluation and Accountability Research

STRATEGIC DEVELOPMENT INITIATIVES

OBJECTIVE to create and drive demand through investment

…to create that compelling reason to visit Prince Edward Island

2010CULINARY FOCUS

OPERATIONAL PLANNING

2011 CULTURAL EXPLOSION

Very preliminary concept stage Early July and / or late August Create a multi day Cultural Explosion Build on existing elements such as

Cavendish Beach Music Festival and the Festival of Lights and work with Summerside to establish icon / anchor event.

Work with RTA’s to establish participation events.

PORTFOLIO FORINVESTMENT IN INDUSTRY ACTIVITIES

STRATEGIC INVESTMENT FUND

Golf PEI, MCIT, Cruise Ships, Festival and Events PEI, Fall Flavours, Cavendish Music Festival

PRINCIPLESFacilitate tourism growth by investing in initiatives that match research based expectations of our target markets.

Invest in primary motivators and those initiatives that promote sales / marketing and quality assurance efforts.

Invest in activities that are provincial in scope and match the priorities set by government and industry.

INNOVATION FUND

Jazz and Blues Festival, Shellfish Festival, Couples Golf, Island Marathon, College of Piping

PRINCIPLES Invest in proposals that relate directly to the

development and enhancement of products identified in the TAC - Tourism Strategy for Competitiveness.

Application driven fund to invest in initiatives developed by tourism non profits and tourism sector organizations.

The goal is to strengthen Prince Edward Island’s appeal as a destination.

INDUSTRY INVESTMENT FUND CHANGES

Multi-year contracts Greater focus on non-resident market

penetration Participant lists (where possible) for CRM. Exit clause (where appropriate). Establish Review Committee (where

appropriate) Greater focus on increasing the Return on

Investment.

PORTFOLIO FOR INVESTING IN REGIONAL INITIATIVES

REGIONAL PRODUCT DEVELOPMENT FUND

Island East, Cavendish Beaches Dunes Shore, Charlottetown, South Shore, Summerside, Western

PRINCIPLES Focus on initiatives that support the

Department and TAC Strategy and strengthen regional tourism.

REGIONAL FOUNDATION FUND

Support for Cavendish, St. Peters, Summerside and Charlottetown…Destination Centres

Support for Foundation (business plans, professional development) South Shore, Western and Kensington

PRINCIPLES To support management and operations of

destination centres To support research, planning and product

development

REGIONAL TOURISM ASSOCIATIONS

NEW INITIATIVES - COMPREHENSIVE REVIEW Examine partnership model. Establish the most effective and efficient

roles and funding for RTA’s, DMO’s and stakeholder groups.

Establish “role clarity” and “funding certainty”.

Review of funding model. Build consensus. Create a model for province-wide support of

vertical activities

Research Plan 2010-11KEY AREAS OF FOCUS

Customer Relationship Management Establish consumer profiles Integrate sales and marketing opportunities Assist with closing the sale.

Marketing Evaluation (by market and campaign) Awareness testing Conversion – measuring campaign effectiveness

TRC – Ongoing Panel Research Continue with foundation elements

to estimate volume, value, and business case

Director

BRENDA GALLANT

MARKETING DIVISION

2010 MARKETING HIGHLIGHTS

Remain Brand Focused / Product Driven in some markets / Sales-Oriented with strong CTA

Targeted marketing initiatives for Golf and Culinary

Proactive PR and Media Relations Activities

More Focus on Social Media and Internet; Less on Television

Incorporation of Experiential Tourism Products

More Prominence to Festival & Events

Islanders/VFRs as Ambassadors

VERTICALS GOLF

Golf Channel opportunities Nike partnership

CULINARY Culinary Alliance initiatives (i.e.- co-marketing

Potato Board contest, Culinary Trail) Food Ambassador Chef Michael Smith PR through Festival Express Promotion of culinary experiential tourism

products and freshness of food from land and sea (through various media)

CULTURE

Development stage – creating the platform

PR – MEDIA FOCUS

Pro-active approaches to media; matching requests with Tourism PEI strategy

Better tracking of media stories published and their associated value

Press kits to be developed Copy writing/editing of PEI

stories and highlights for various publications

Festival Express– taking PEI to prospective visitors generating media and consumer interest

TELEVISION Reduce spend from $900,000 to $200,000

(Quebec only)

Reduce production cost by utilizing existing footage in the development of creative.

Creative to evoke emotion with focus on landscape, scenery, people and iconic products.

Phasing out of television and looking at broadcast opportunities.

Explore other avenues such as airlines, cinema and broadcast on web.

SOCIAL MEDIA

Twitter – tweets will be coming directly from PEI as opposed to current setup through Grey

More videos on You Tube and on our own website made possible through National Assets Program and other video footage.

Work with industry to increase presence of Prince Edward Island tourism products on social media sites (i.e. – coop support of video project for our site, operator site and You Tube).

Revamp website

FESTIVALS & EVENTS

Visitor Guide Task Force Top reasons to get a guide

include festivals and events Currently the weakest section

of our Visitor Guide Transition year…. keeping

listings but producing a separate F&E brochure 76

WEBSITE

Site is currently informational and

transactional. We will make it more emotional and user-friendly.

More videos and visualsSimplify menusEnticing and easy to navigate

section for Festivals & EventsContinually work on SEO

77

GEOGRAPHIC MARKETSQUEBEC

Very campaign-driven Festival Express (PR on the road…golf simulator, beach,

etc) Anne Chouinard online golf tips Social media and online Television brand sells in Quebec Continue with French creative (vs. translations)

MARITIMES (include Maine) CTA linked to event or festival (product vs. brand

messaging)

ONTARIO Festival Express (culinary with Michael Smith, golf) Social media and online


KEVIN MURPHY

TOURISM PLAN 2010Tourism Advisory Council and Tourism PEI

Tourism Plan 2010 TAC TPEI Final

Business

Transcript of Tourism Plan 2010 TAC TPEI Final