TOURISM NOVA SCOTIAINFORMATION & OPPORTUNITIES

October 11, 2018

Presented by Tourism Nova Scotia

To South Shore Tourism Industry Stakeholders

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TODAY’S DISCUSSION

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• Tourism Nova Scotia

Overview

• Marketing

• Development

• Visitor Insights

TOURISM INDUSTRY GOAL (2014)

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$4 billion by 2024

TNS MANDATE

• Achieve tourism growth in the province and maximize the value

of tourism to the economy.

• Develop and implement a long-term strategy for tourism to drive

sustainable tourism in the province that delivers growth and

profitability in the tourism sector, provides economic benefit to

the province, and is consistent with the province’s strategic

priorities.

• Communicate and collaborate with communities, private

industry, and the tourism industry in the province.

Tourism Nova Scotia Act (May 4, 2015)

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• Aligned with provincial

government priorities

• Export-focused

• Research-based decisions

• Visitor trends

• Outcome-driven

• Partnership and

collaboration

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APPROACH

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4 PILLARS OF OUR STRATEGY

WHAT WE DO

Marketing • Direct-to-consumer

• Travel Trade

• Travel Media and Influencers

Sector Development • Experience Development

• Business Development

Corporate Services & Operations• Communications

• Research, Strategy and Policy

• 6 Provincial Visitor Information Centres

• Contact Centre

• Literature Distribution

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ROLE CLARITY

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PARTNER ROLES

Tourism Nova Scotia

• Market Nova Scotia outside of Atlantic Canada

• Work with industry to develop experiences that

motivate travel and improve Nova Scotia’s

competitiveness as a tourism destination

Industry

• Close the sale

• Drive repeat visitation

• Invest in product

• Deliver world-class experiences

Community

• Partner with industry for destination development

and regional marketing

• Visitor servicing

Government• Consider policy agenda in support of goal

• Infrastructure, investment

TIANS/THRC

• Advocacy of industry’s issues

• Industry training, certification and quality

enhancement

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OUR MARKETING APPROACH

PRIORITY MARKETS

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CANADA

Ontario

Quebec

USA

Northeast

Mid-Atlantic

INTERNATIONAL

United Kingdom

Germany

China

WHO WE’RE TARGETING

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IMMEDIATE FOCUS

MID-TERM FOCUS

Authentic

Experiencers

Cultural

ExplorersFree

Spirits

AUTHENTIC EXPERIENCERS

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CULTURAL EXPLORERS

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FREE SPIRITS

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NORTH AMERICA

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• Advertising Campaign

• TV

• Digital (social media, search

engine marketing, display, video)

• Out-of-Home (ie. billboards)

• Promotional partnerships (Les

Chefs!)

• Travel media and influencers

2018 CAMPAIGN HIGHLIGHTS

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OUT-OF-HOME

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SOCIAL ADVERTISING

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• Channels: Facebook,

Instagram, small test on

Pinterest

• Primarily video ad units,

optimized for maximum

engagement

• Video content:

• Campaign videos

• 15 second videos

created from the

Inspiring Content

Program and

EXCELLerator Program

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AMAZING PLACES TO EAT LOBSTER

TRAVEL MEDIA & INFLUENCERS

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• In 2018 familiarization and

media tours visited:

• Good Cheer Trail & Lobster

Trail participants

• Peggy’s Cove

• East Coast Outfitters

• Blue Rocks (Pleasant

Paddling)

• Shelburne County Museum &

Dory Shop

• Lunenburg Arms

• Oak Island Resort

• Mersey River Chalets

• White Point Beach Resort

• Brigantine Inn

OVERSEAS

• In-market representatives

• Travel trade

• Travel media & influencers

• Advertising partnerships

with Destination Canada &

Atlantic Canada

• Advertising partnerships

with Halifax International

Airport Authority and airlines

in Germany, UK

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INDUSTRYMARKETINGOPPORTUNITIES

NOVASCOTIA.COM

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DOERS & DREAMERS GUIDE

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• Official trip planning guide

(online flip book and

printed guides)

• 190,000 English & 25,000

French copies printed in

2018

• Advertising opportunities,

special co-op ad rates

available for regions and

municipalities

SOCIAL MEDIA ENGAGEMENT

• #VisitNovaScotia

• #NovaScotiaEats

• #NSLeafWatch

• #CanadaChat

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INSPIRING CONTENT PROGRAM

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• Create high quality video

and images that can be

used by you and TNS

• 6 partners to-date from

South Shore• Lunenburg Board of

Trade

• Develop NS

• White Point Beach

Resort

• Chester

• Region of Queens

• Quarterdeck Restaurant

& Villas

DIGITAL MARKETING PROGRAM

• Partner with us to develop and

implement customized digital

marketing campaign (social

advertising, SEM, display and

video advertising)

• 21 partners in 2018

• Oak Island Resort

• South Shore Tourism Cooperative

• White Point Beach Resort

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DEVELOPMENT

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WHAT ARE EXPERIENCES?

• Unique experiences set

Nova Scotia apart

• Connect visitors to Nova

Scotia and its people, such

as the chefs, fishers,

farmers, artisans, guides,

musicians, and storytellers

• Offer added value to an

activity, which visitors will

pay a premium for—

increasing tourism revenues

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Experiences are unique, hands-on activities where a visitor learns

something by doing something with someone who lives here

WHY CREATE EXPERIENCES?1. Setting Yourself Apart

• Attract visitors to your site over other options

2. Growing Demand for Your Business:

• Increase demand during slower times, quieter days, or extending

season

3. Increasing Revenue

• Higher-value offerings that encourage extended length of stay

• Create unique memories—visitors want to return

4. Leveraging Marketing Opportunities

• Something new to highlight (website, social media, TNS channels)

• Visitors share their memories

5. Attracting New Visitors

• New customers and new reasons to visit

WORLD-CLASS EXPERIENCES

• Icons, most competitive

differentiators

• Create new purchasable

visitor experiences

• Motivate travel

• Increase profile, create

buzz and media

coverage

WORLD-CLASS EXPERIENCE EXCELLerator PROGRAM• 29 participants to-date

• 7 new participants in 2018

• Candlebox Kayaking

• Fox Harb’r Resort

• Vision Air Services

• Lunenburg Walking Tours

• La Société Promotion Grand-Pré

• Avondale Sky Winery

• The Keeper’s Kitchen at Cape

Forchu Lighthouse

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STELLAR BEACH FEAST $260 per person

SEA-TO-TABLE LOBSTER ADVENTURE $592 per person

LAHAVE ISLANDS GLAMPING ADVENTURE $749 per person/ $1049 per person

LOBSTER FEAST & PEGGY’S COVE ADVENTURE $250 per person

GREAT CANADIAN LOBSTER FISHING FEAST $699per person/ $857single

PRIVATE ISLAND YURT FOR TWO $600 single/ $899per couple

PRIVATE ISLAND YURT FOR TWO

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TOURISM REVITALIZATION OF ICONS PROGRAM (TRIP)• $6 million over three years (2018-2021) for infrastructure to

enhance visitor access and experiences, and help motivate

travel to the province

• Icons

• “must-see” destinations that help motivate travel to the

province

• differentiate Nova Scotia from destinations around the

world

• 5 iconic sites:

• Bay of Fundy - $750,000

• Cabot Trail - $1 million

• Halifax Waterfront - $ 1.5 million

• Lunenburg - $750,000

• Peggy’s Cove - $2 million

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MENTORING & COACHING • Starting & Enhancing Your Tourism Business

• Starting & Operating Accommodation/Campground

• Experience Development & Using Explorer Quotient

• NovaScotia.com & Doers & Dreamers Travel Guide

• Listings & Packages/Experiences

• China Readiness Program

• Travel Trade Readiness

• Research

• Barberstock photo/ video database

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TOURISM REVENUES

TOURISM REVENUES

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Tourism is a social, cultural and economic

phenomenon which entails the movement of

people to countries or places outside their

usual environment for personal or

business/professional purposes. These

people are called visitors (residents or non-

residents) and tourism has to do with their

activities, some of which imply tourism

expenditure.

Measure progress

towards the $4

billion goal.

Are the measure

of the economic

impact of

tourism.

TOURISM REVENUES

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TOURISM REVENUE CATEGORIES

• Accommodations.

• Food and beverage.

• Transportation.

• Travel agency and other reservations services.

• Cultural services.

• Recreation and entertainment.

• Other travel-related purchases.

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TOURISM REVENUES

• Cross several sectors.

• Comprise a portion of receipts associated with a sector.

• Are based on visitor-reported spending.

• TNS develops estimates of tourism revenues using

internal data and Statistics Canada data.

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NS Residents Non-Residents Total

TOURISM REVENUES

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TOURISM REVENUES

Map showing

regional

allocation15%

3% 9%52% 1%

8%12%

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VISITOR INSIGHTS2017 Visitor Exit Survey

VISITOR EXIT SURVEY

• Profiles non-resident overnight visitors to Nova Scotia.

• Trip purpose

• Visitor spend

• Areas visited

• Activities

• Satisfaction

• Survey response cards direct non-resident overnight visitors to

complete an online survey.

• This presentation focuses on the South Shore region.

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TRIP PURPOSE

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63%

30%

5%2%

45%

37%

13%

5%

0%

10%

20%

30%

40%

50%

60%

70%

Pleasure Visiting friends andrelatives (VFR)

Business Other

Pe

rce

nta

ge

of

Vis

ito

r P

art

ies

South Shore Visitor

Overall Nova Scotia Visitor

VISITOR ORIGIN

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21%

7%

36%

14%

4% 3%

9%6%

47%

5%

26%

8%

3% 2%5% 4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Atlantic Quebec Ontario WesternCanada

NewEngland

MiddleAtlantic

Other US Overseas

Pe

rce

nta

ge

of

Vis

ito

r P

art

ies

South Shore Visitor

Overall Nova Scotia Visitor

AVERAGE LENGTH OF STAY

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Overall Pleasure Visiting

Friends or

Relatives

Business

South Shore Visitor 7.0 6.8 7.6 6.4

Overall Nova

Scotia Visitor5.1 5.3 5.7 3.6

WHERE VISITORS STAYED

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45%

17% 17%

34% 35%

9%

45%

10%8%

41%

21%

6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Hotel Motel Bed andbreakfast

Staying withfriends orrelatives

Other fixedroof [NET]

Campground[NET]

Pe

rce

nta

ge

Sta

yin

g A

t L

ea

st O

ne

Nig

ht a

t E

ach

Typ

e

South Shore Visitor

Overall Nova Scotia Visitor

Percentages add up to more than 100% because a visitor

might stay in multiple types of accommodations during a

single trip.

‘NET other fixed roof’ accommodations includes inns,

resorts, rented and owned cottages or cabins, universities,

and ‘other’ responses.

‘NET campground’ includes national, provincial, and

commercial campgrounds.

VISITOR EXPENDITURES*

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$2,200

$2,550

$1,500

$2,000

$1,450

$1,900

$1,100$1,250

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

Overall Pleasure Visiting friends andrelatives (VFR)

Business

Pe

r P

art

y P

er

Tri

p S

pe

nd

South Shore Visitor

Overall Nova Scotia Visitor

*Includes allocated travel/Excludes major purchases

OUTDOOR ACTIVITIES –PLEASURE VISITORS

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10%

7%

7%

11%

11%

32%

35%

44%

62%

71%

26%

5%

4%

8%

7%

20%

28%

34%

48%

51%

None/I did not take part in anyoutdoor activities

Kayaking

Cycling or biking

Whale watching

Sail/boat tour (other than whalewatching)

View the worlds' highest tides

Nature observing

Hiking

Visit a beach

Coastal sightseeing

Overall Nova Scotia Visitor South Shore Visitor

VISITED AN ALCOHOL PRODUCER

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17%

14%12%

4%

33%

11%

8%6%

3%

20%

0%

5%

10%

15%

20%

25%

30%

35%

A micro/craftbrewery

A local distillery A winery A local cidery* At least onealcohol

producer

Pe

rce

nta

ge

of

Vis

ito

r P

art

ies

South Shore Visitor

Overall Nova Scotia Visitor

*Data limited to June to October 2017

WHO ATE LOBSTER?

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59%

68%

45%49%

36%

47%

29% 28%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Overall Pleasure Visiting friends andrelatives (VFR)

Business

Pe

rce

nta

ge

of

Vis

ito

r P

art

ies

South Shore Visitor

Overall Nova Scotia Visitor

WILL RECOMMEND NOVA SCOTIA AS A PLACE TO VISIT

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94% 94%95%

97%

93%94% 94%

91%

70%

75%

80%

85%

90%

95%

100%

Overall Pleasure Visiting friends andrelatives (VFR)

Business

Pe

rce

nta

ge

Ratin

g 8

, 9

or

10

South Shore Visitor

Overall Nova Scotia Visitor

REGIONS VISITED

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Overall Visitor Parties

Pleasure Visitor Parties

Bay of Fundy and Annapolis Valley 38% 42%

South Shore 32% 45%

Halifax 74% 73%

Eastern Shore 8% 10%

Northumberland Shore 22% 28%

Cape Breton Island 21% 35%

Yarmouth and Acadian Shores 6% 10%

AMOUNT OF NS TRIP SPENT IN REGION

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Overall Pleasure Visiting

Friends or

Relatives

Business

South Shore Visitor 33% 30% 37% 23%

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2%

3%

6%

7%

10%

16%

17%

35%

55%

62%

Hubbards

Kejimkujik Seaside Adjunct

Shelburne

LaHave

Liverpool

Chester

Bridgewater

Mahone Bay

Lunenburg

Peggy's Cove

CAPTURE RATE

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GETTING TO $4 BILLION

GETTING TO $4 BILLION BY 2024

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$2.0$2.3 $2.3 $2.3

$2.4 $2.5 $2.6$2.7 $2.8 $2.9 $2.9 $3.0 $3.0 $3.1 $3.2

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024

$4B

GETTING TO $4 BILLION BY 2024

• Focus on what the visitor wants

• More experiences and reasons for people to visit

and spend money

• Extend the tourism season

• Increase investment in marketing

• Sustainable air routes from key markets

• Higher quality and quantity of accommodations

• More people working in the sector

• Own our roles, collaborate & avoid duplication

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Scotia

• Website

Visit tourismns.ca

THANK YOU!

Corporate Website: tourismns.ca

Trip Planning Website: novascotia.com