vision 2021: implementation going from good to...
TRANSCRIPT
Vision 2021: Implementation
Going from Good to
GREAT
TIAPEI Semi-Annual AGM
April 26th, 2017
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Agenda
1. Welcome
2. Vision 2021 Strategy and
Implementation Plan
3. Our 2021 Vision and Goals
4. Going from Good to GREAT
5. Next Steps
6. Open Discussion
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An Industry-Led Proactive Approach to Grow Tourism in PEI
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An Industry-Led Proactive Approach to Grow Tourism in PEI
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An Industry-Led Proactive Approach to Grow Tourism in PEI
350 Tourism Stakeholders Engaged
7 Focus Groups & 5 Public Forums
20 Committee Planning Meetings
393 Operator & Trade Surveys Completed
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An Industry-Led Proactive Approach to Grow Tourism in PEI
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• Developing the right Strategic Plan is a process
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Action
Progress
Evaluation
Situation
Analysis
Strategic
Options
Strategy
Roadmap
Implementation
Plan
INDUSTRY &
STAKEHOLDER
ENGAGEMENT
VISION 2021:
PLANNING &
IMPLEMENTATION PROCESS
An Industry-Led Proactive Approach to Grow Tourism in PEI
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The Implementation Plan (December to April)
Approved 2021 Vision Strategic Plan
• Strategies are only as good as the “Implementation”
• This means an action-oriented, easy to tackle, realistic Implementation Plan
• That clearly identifies initiatives/actions, responsibility (lead and partners), timelines,
measures of success
• ALSO leadership to develop, oversee and action the plan
• Key Success Factor: Commitment by all of you and other stakeholders!
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Implementation Planning
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Working Committee:
prepare and recommend a realistic,
action-oriented Implementation Plan
to the Management Committee
Management Committee:
provide oversight/guidance on
the planning process, and bring forward
final (approved) recommendation to
the TIAPEI Board of Directors to
adopt in principle on behalf of industry
Committee Roles
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Vision 2021 Implementation Working Committee
Keith Samuel – Rodd Royalty/QTS Chair
Kent Thompson – Food Island Partnership
Kevin Mouflier – TIAPEI CEO
Kimberlee Trainor – Parks Canada
Lee Drake – Discover Charlottetown Chair
Lisa Hughes – ACOA
Marcel Bernard – Evangeline Tourism Chair
Mike Robertson – Rodd Hotels/Island East Tourism Chair
Morgan Martin – Food Island Partnership
Perry Gotell – Tranquility Cove Adventures
Robert Jourdain – TIAPEI President
Sandi Lowther – Tourism Cavendish Beach Chair
Sherri Barrett – Mi’kmaq Confederacy of PEI
Stanley MacDonald – North Cape Coastal Tourism Area
Partnership Chair
Tracey Singleton – Versatile Management
Group/Cavendish Bosom Buddies Cottages
Wayne Long – City of Charlottetown/Sport Tourism
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Brenda Gallant – Tourism PEI/Marketing
Carol Horne – Confederation Centre/TIAPEI Board
Charlie Sark – Aboriginal Tourism
Chris Jones – Tourism PEI
Corryn Clemence – Port Charlottetown
Derrick Hoare – Central Coastal Tourism
Partnership Chair
Don MacKenzie – Mi’kmaq Confederacy of PEI
Elaine Thomson – Rodd Charlottetown
Gary Sheehan – Golf PEI Chair
James Tingley – Delta PE/M&C PEI
Jamie Thomas – Lennox Island First Nation
Jay Macdonald – Elmwood Heritage Inn
JP Desrosiers – Explore Summerside Chair/City of
Summerside/Sport Tourism
Judy MacDonald – Charlottetown Airport
Authority/Arts & Heritage Chair
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Implementation Plan = 2+ Full Days
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www.peitourismmatters.ca
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A New VISION for Tourism
Premier Island destination Living cultural heritage
Authentic experiences
Best-in-class customer service and welcoming community
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Targets & Goals
2016 2017 2018 2019 2020 2021
Progressive Scenario Stretch Scenario
Targets (Million Visitors) Progressive Scenario Goals (by 2021*)• 1.75M Visitors• 3% Cumulative Growth Annually• Grow Industry by $80M• 3.5% Revenue Growth
Stretch Scenario Goals (by 2021*)• 1.85M Visitors• 4% Cumulative Growth Annually• Grow Industry by $120M• 5% Revenue Growth
Lead Atlantic Canada in Tourism Growth
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1.50 1.50 1.55 1.56 1.60 1.63 1.64 1.69 1.69 1.76
1.75 1.85
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Goals
1. Leadership: stronger voice for tourism
2. Product Development: visitor experiences that
differentiate PEI as a unique and distinctive Island
destination
3. Strategic Marketing: communicate clearly and
effectively through a well-defined target audience
with sufficiently funded campaigns
4. Strategic Investment in Infrastructure: essential for
access and to support PEI’s differentiation
5. Our People and Community: committed, skilled
and professional industry leadership and workforce
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Ongoing Cycle
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Going from …
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Going from Good to GREAT Our Roadmap
1. Top tourism priorities based on PEI’s uniqueness and what people want
2. Increased May/June activity
3. Targeted marketing
4. Quality experience
5. Welcome and Invite People to Come Back to PEI
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Going from Good to GREAT Our Roadmap
1. Top tourism priorities based on PEI’s uniqueness and what people want
2. Increased May/June activity
3. Targeted marketing
4. Quality experience
5. Welcome and Invite People to Come Back to PEI
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Top Priorities
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THINGS ARE HAPPENING TO TAKE TOURISM FROM GOOD TO GREAT
2017 FoodTrekking Award for
excellence in food and beverage tourism (World Food Travel Association, world’s leading authority on food and beverage tourism)
2017, Lonely Planet named Canada as
the top destination in the world with
PEI’s Fall Flavours at the top of the list
One of Top 2 Foodie Destinations
in the world by ZAGAT, 2012
Culinary Tourism
• The next evolution of Fall Flavours
• Extending the season, including
a focus on fresh seafood in May/June
• Building on Best of the Sea (June)
• Canada’s Food Island
• PEI Lobster Festival (PEI Fishermen’s Assoc.)
• Ongoing enhancement of existing products
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Top Priorities
Coastal Destination
• Building of coastal communities ‘crown jewels’,
with a hub of activity and scenic areas
– soft adventure tourism, authentic PEI
experiences, celebration of our fresh seafood,
linkages to our trails, cruise development
• Continuous product development and
marketing of PEI Coastal Circuit (platform to
showcase our Island)
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Ranked 17th in 2016 Top 99
Coastal Destinations in the World by
National Geographic’s Traveler magazine
“'spectacular seascapes' defined by iron-red sand dunes that guard
meticulously manicured potato fields.”
THINGS ARE HAPPENING TO TAKE TOURISM FROM GOOD TO GREAT
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Top Priorities
Mi’kmaq Sustainable Tourism
• Opportunity to grow Aboriginal tourism
including through experiential tourism
• Include as part of the planning and delivery of
Festivals and Events held across the Island
• Greater awareness of the offerings
• Support to grow experiential tourism
• Aligned with Federal-Provincial-Territorial Ministers, Destination Canada, Atlantic Growth Strategy, Provincial Tourism Vision 2021 Strategy and Aboriginal Tourism Association of Canada
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THINGS ARE HAPPENING TO TAKE TOURISM FROM GOOD TO GREAT
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Top Priorities
Soft Adventure Tourism
• Expand entrepreneurial opportunities
• Growing priority with PEI National Park
• Greater linkages and development with coastal
communities and the Confederation Trail
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THINGS ARE HAPPENING TO TAKE TOURISM FROM GOOD TO GREAT
65% annual growth in the
adventure travel market between 2009
and 2013 according to the Adventure
Tourism Market Study – a consumer
report by The George Washington
University (GW) in partnership with
Adventure Travel Trade Association
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Top Priorities
Soft Adventure Tourism
• Expand entrepreneurial opportunities
• Growing priority with PEI National Park
• Greater linkages and development with coastal
communities and the Confederation Trail
• Where do we go from here:
• Clear “definition” and greater awareness of
best entrepreneurial opportunities
• Support in terms of barriers to development and
infrastructure requirements
• Product development and marketing support
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THINGS ARE HAPPENING TO TAKE TOURISM FROM GOOD TO GREAT
65% annual growth in the
adventure travel market between 2009
and 2013 according to the Adventure
Tourism Market Study – a consumer
report by The George Washington
University (GW) in partnership with
Adventure Travel Trade Association
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Do You Recognize this Girl?
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“Anne is timeless, but she’s timely right now.”
Moira Walley-Beckett
New Anne of Green Gables CBC Series, Writer/Producer
Devoted fan of the book and
Montgomery’s storytelling
She is more than the Feisty Redhead; she is:
• “Iconic” “famous”
• Truly unique to Prince Edward Island –
not available anywhere else in the world!
• A primary demand generator/reason for
visiting PEI (“The Land of Anne”)
~ 50,000 people in 2012 (Exit Survey)
• Renewed interest (2017 CBC series,
2015 YTV production, 2014 NHK series in
Japan, $9.5 M Green Gables Restoration Plan)
• 'Longest running annual musical theatre
production' – Guinness World Records
• She is an even bigger part of our Island:
products across the Island
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She is more than the Feisty Redhead; she is:
• “Iconic” “famous”
• Truly unique to Prince Edward Island – not available anywhere else in the world!
• A primary demand generator/reason for visiting PEI (“The Land of Anne”)
• Renewed interest (2017 CBC series, 2015 YTV production, 2014 NHK series in Japan,
$9.5 M Green Gables Restoration Plan)
• 'Longest running annual musical theatre production' – Guinness World Records
• She is an even bigger part of our Island: products across the Island
• The Question for all of us:
Do Islanders fully appreciate what we have?
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Going from Good to GREAT Our Roadmap
1. Top tourism priorities based on PEI’s uniqueness and what people want
2. Increased May/June activity
3. Targeted marketing
4. Quality experience
5. Welcome and Invite People to Come Back to PEI
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Top Priorities
May Long Weekend to End of June
• Growing number of event and activities
• More awareness of the opportunity by operators
• Awareness of What is Open for Business
• Strategic marketing of a cluster of themed events
• Enhance support and recognition for meetings
and conventions and sporting events activities
• PEI National Park ‘off season’ priority
• Fresh seafood focus (culinary tourism)
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THINGS ARE HAPPENING TO TAKE TOURISM FROM GOOD TO GREAT
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Top Priorities
May Long Weekend to End of June
• Growing number of event and activities
• More awareness of the opportunity by operators
• Awareness of What is Open for Business
• Strategic marketing of a cluster of themed events
• Enhance support and recognition for meetings
and conventions and sporting events activities
• PEI National Park ‘off season’ priority
• Fresh seafood focus (culinary tourism)
• Where do we go from here?
• Be aware and create awareness
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THINGS ARE HAPPENING TO TAKE TOURISM FROM GOOD TO GREAT
2017-2021 is a
new beginning.
NOW is the time to ACTION
what we have been talking about
for many moons.
How will you help grow tourism
in May/June?
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Going from Good to GREAT Our Roadmap
1. Top tourism priorities based on PEI’s uniqueness and what people want
2. Increased May/June activity
3. Targeted marketing
4. Quality experience
5. Welcome and Invite People to Come Back to PEI
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Marketing Perspective
• “Come find your Island” Tourism PEI marketing campaign aligned with Vision 2021 (e.g., soft adventure tourism)
• Extended season focus
• Regional and sectoral group alignment
• Greater engagement, awareness, education
• Online marketing – Taking it to the next level!
• Market research; evidence-based decisions
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"The campaign relies largely on the things
that traditionally make our Island mighty,
such as our delicious food, beautiful beaches,
unique culture, and world-class golf.“
Minister Heath MacDonald Economic Development & Tourism
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Going from Good to GREAT Our Roadmap
1. Top tourism priorities based on PEI’s
uniqueness and what people want
2. Increased May/June activity
3. Targeted marketing
4. Quality experience
5. Welcome and Invite People to Come Back to
PEI
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Quality of Experience = Our People are Our Assets
• Best in Class Customer Service
= access, training, support
• Guest experience, testimonials, repeat visit
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“The WorldHost Certification is
incorporated into daily operations for
myself and the staff by offering top level
customer service to all guests aboard
Tranquility Cove Adventures.
Great personal service in communications,
participation, as well as being attentive
to the needs of my guests, transforms
Tranquility Cove Adventures into
an overall excellent experience.”
Perry Gotell, Tranquility Cove Adventures
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Quality of Experience = Our People are Our Assets
• Best in Class Customer Service
= access, training, support
• Guest experience, testimonials, repeat visit
• How many of your staff could benefit
from WorldHost training in 2017?
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“The WorldHost Certification is
incorporated into daily operations for
myself and the staff by offering top level
customer service to all guests aboard
Tranquility Cove Adventures.
Great personal service in communications,
participation, as well as being attentive
to the needs of my guests, transforms
Tranquility Cove Adventures into
an overall excellent experience.”
Perry Gotell, Tranquility Cove Adventures
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11 Reasons to Love PEI
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#10. People “Dang, they’re nice. Helpful, charming, bend-over-backwards-to-help-you-out
types. There may be some cranky people on the island, but we never saw them.” hwww.toqueandcanoe.com/2012/10/24/john-gilchrists-11-reasons-love-pei/
Picture: Leona Arsenault, Tourism PEI
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Going from Good to GREAT Our Roadmap
1. Top tourism priorities based on PEI’s uniqueness and what people want
2. Increased May/June activity
3. Targeted marketing
4. Quality experience
5. Welcome and Invite People to Come Back to PEI
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Welcome & Invite People to Come Back to PEI A Challenge To All of You and Others in 2017
• Invite People to Come Back to PEI
• 150th Celebration
• “Come find your Island”
• Ambassadors
• Has to start with us
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Going from Good to GREAT Our Roadmap
1. Top tourism priorities based on PEI’s uniqueness and what people want
2. Increased May/June activity
3. Targeted marketing
4. Quality experience
5. Welcome and Invite People to Come Back to PEI
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Going from Good to GREAT What does this mean to my business?
1. Top Tourism Priorities – What is my role?
2. May to June Activity – How can my business benefit?
3. Targeted Marketing – How will my business improve our online marketing?
4. Quality Experience – What 2 things will my business do to Raise the Bar in 2017?
5. Welcome and Invite People to Come Back to PEI – What can I do to encourage
staff and community to welcome visitors and invite our guests to come back?
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Where do we go from here?
• TIAPEI Strategic Leadership Committee and committee/subcommittee mandates
• Periodic and regular communications and updates
• Continued two-way engagement and communication
• Stay informed
www.peitourismmatters.ca
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Vision 2021: Implementation
Going from Good to
GREAT
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Get Involved!
www.peitourismmatters.ca