Building Community TourismStrategic Partnerships

Presented By

Dr. Peter W. Williams, Director

Centre for Tourism Policy and ResearchSimon Fraser University

The 1st IIPT Caribbean Community Tourism Conference

Strategic Partnerships For MeetingThe Competition

• The Competitive Challenge– industry transformation– competing for opportunity share

The Competitive Response

Partnerships

Strategic Partnership Goals

Strategic Partnership Goals

• Improve community support

• Improve economies of scale

• Improve product options

• Improve market support

Sample Tourism PartnershipsThe Canadian Tourism Commission Product Clubs

“to improve the competitiveness of

small to medium-sized firms in the

global tourism market through strategic

partnerships which provide a

sustainable competitive advantage”

Independent Innkeepers Product Club

Theme: Eco-Cultural Tourism

Position Inns as Eco-Cultural ExperiencesGoal:

“offering not only the best in

accommodation and cuisine, but also

cultural, recreational and entertainment

experiences”

Independent Innkeepers Product Club

Theme:

Intra-Sectoral:

Eco-Cultural Tourism

Position Inns as Eco-Cultural Experiences

• 25 independent inns

Goal:Partners:

• protected natural areas• festivals• wineries

Theme:

Intra-Sectoral: Inter-Sectoral:

Eco-Cultural Tourism

Position Inns as Eco-Cultural Experiences

• 25 independent inns

Goal:Partners:

Independent Innkeepers Product Club

• protected natural areas• festivals• wineries

Theme:

Intra-Sectoral: Inter-Sectoral:

Eco-Cultural Tourism

Position Inns as Eco-Cultural Experiences

• 25 independent inns

Goal:Partners:

• watersport outfitters• cycling tour operators• craft artisans• antique retailers• universities• golf courses

Independent Innkeepers Product Club

Theme:

Intra-Sectoral:

Wine and Culinary Tourism

Increase Length of Stay and Visitor Spending

• Niagara region wineries

Goal:Partners:

Niagara Wine Route

• Accommodation providers

Theme:

Intra-Sectoral: Inter-Sectoral:

Wine and Culinary Tourism

Increase Length of Stay and Visitor Spending

• Niagara region wineries

Goal:Partners:

Niagara Wine Route

• Accommodation providers

Theme:

Intra-Sectoral: Inter-Sectoral:

Wine and Culinary Tourism

Increase Length of Stay and Visitor Spending

• Niagara region wineries

Goal:Partners:

Niagara Wine Route

• Cuisine providers

• Accommodation providers• Cuisine providers

Theme:

Intra-Sectoral: Inter-Sectoral:

Wine and Culinary Tourism

Increase Length of Stay and Visitor Spending

• Niagara region wineries

Goal:Partners:

Niagara Wine Route

• Culture leisure providers

• Accommodation providers• Cuisine providers• Culture leisure providers

Theme:

Intra-Sectoral: Inter-Sectoral:

Wine and Culinary Tourism

Increase Length of Stay and Visitor Spending

• Niagara region wineries

Goal:Partners:

Niagara Wine Route

• Retail providers

• Accommodation providers• Cuisine providers• Culture leisure providers• Retail providers

Theme:

Intra-Sectoral: Inter-Sectoral:

Wine and Culinary Tourism

Increase Length of Stay and Visitor Spending

• Niagara region wineries

Goal:Partners:

Niagara Wine Route

• Festival providers

• Accommodation providers• Cuisine providers• Culture leisure providers• Retail providers• Festival providers

Theme:

Intra-Sectoral: Inter-Sectoral:

Wine and Culinary Tourism

Increase Length of Stay and Visitor Spending

• Niagara region wineries

Goal:Partners:

Niagara Wine Route

• Cycling providers

• Accommodation providers• Cuisine providers• Culture leisure providers• Retail providers• Festival providers• Cycling providers

Theme:

Intra-Sectoral: Inter-Sectoral:

Wine and Culinary Tourism

Increase Length of Stay and Visitor Spending

• Niagara region wineries

Goal:Partners:

Niagara Wine Route

• Farmers’ markets

Strategic Partnership Traits

• Competitive within their industry

• Willing to share resources

• Willing to share best practices

• Willing to link strategic strengths

• Demonstrate credibility/integrity

Thanks So

Much!