Final presentation to Hastings County Council of the Premier-ranked Tourist Destinations Project
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Transcript of Final presentation to Hastings County Council of the Premier-ranked Tourist Destinations Project
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Premier Ranked Tourist Destination
ProjectCouncil Presentation
June 24, 2010
MARKETING & COMMUNICATIONS
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What is a Premier Ranked Tourist Destination?
“A place more attractive than the rest, a place the tourist should
consider first when making travel plans.”
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What is the Premier Ranked Tourist Destination Framework?
A collection of critical data that paints a clear picture of Hastings County’s potential to grow tourism revenues
Recommendations designed to improve Hastings County’s tourism competitiveness
Strategies to positively impact the economy from tourism for Hastings County
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Premier Ranked Tourist Destination Framework
A partnership between: Ontario Ministry of Tourism Ontario Ministry of Training, Colleges &
Universities Hastings County Economic Development Hastings County’s tourism industry Belleville, Quinte West
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Premier Ranked Tourist Destination Framework
A process that audits Hastings County’s: Tourism Product Tourism Performance Tourism Futurity
A process that involves: Evaluation Interpretation Planning
A process validated by the tourism industry
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Product... high quality tourist experiences
Core Attractors Outdoor Recreation Rocks & Minerals Picturesque Towns, Villages Arts, Culture & Heritage
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Product... high quality tourist experiences
Travel from nearest urban centre is pleasant, but alternative modes of travel are not available
Does offer a range of cultural experiences Does not have a range of dining options Does not have a range of shopping options Do not do customer surveys
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Product... high quality tourist experiences
Limited accommodations at a variety of quality levels and price points and do not include “branded” widely known operators 338 rooms (Northumberland 1270,
Peterborough/Kawarthas 1463)
2060 camp/RV sites (Northumberland 2006, Peterborough/Kawartha 4577)
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Performance ...quality of tourist experience validated by
Total visitor spending $172,158,000 1,527,000 person trips
768,000 stayed overnight 759,000 on day trips
Overnight visits: 768,000 Ontario, 63,000 U.S., 44,000 other
Canada, 10,000 intl.
Statistics Canada - TSRC / ITS, 2008
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Performance ...quality of tourist experience validated by
2,238,000 person nights 465,000 roofed accommodations 1,617,000 private home, cottage
Hotel occupancy* is 49.9% (59.4% in 2007) well below provincial average of 65% $115.76 ADR ($94.64 in 2007) $57.74 REV PAR ($56.23 in 2007)
* PKF, 2008
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Futurity ...ability to thrive into the future
Destination Marketing Organizations are in place 14 municipalities involved in tourism
activities Marketing strategy is not in place Destination development plan is not in
place Underdeveloped and underperforming
assets are present
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Recommendations
Recommendations are the foundation for long-term destination development
They are set against the backdrop of the new Regional Tourism Organization Positions Hastings County well
They lead to the creation of an industry led implementation process
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Recommendation #1
Identify who leads / facilitates destination development in Hastings County An industry led process – Create the
Hastings County Destination Development Working Group
Facilitated by the County of Hastings Human and financial resources required
Request $ from EODF Add $ to 2011/12 Hastings County budget
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Recommendation #2 Prepare a Hastings County Destination
Development Plan A plan built on a “Better Together”
philosophy Clarify roles and responsibilities
Destination Development / Marketing / Visitor Services
The road map for the Working Group Prioritizes the PRTD recommendations Paints a clear picture for implementation Identifies some quick wins
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Recommendation #3
Focus attention on the underdeveloped and underperforming assets Better leverage demand generators – 4
season Enhance and create new experiences• Minerals & Rocks
• Outdoor Recreation
• Arts & Culture – Art’s Trail
• Accommodations
• Agri-Culinary Tourism
• Motorsports
• First Nation’s Experiences
• Belleville & Quinte West
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Recommendations #4, #5
Implement county-wide visitor survey Identify service gaps, leverage service
excellence Implement a county-wide customer
service training initiative Start at the top – owner/operators Establish a Hastings County “Culture of
Hospitality Excellence”
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Recommendation #6
Facilitate industry-wide tourism training Market Readiness Packaging Workshops New Media/Internet Experience Development Workshops
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Recommendation #7
Support “Main Street’” revitalization Small Towns & Villages are a core attractor Beautification, streetscape design,
animation Enhanced visitor services, hours of
operation
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Recommendation #8 Understand seasonal residents /
cottagers Identify characteristics – research required They are tourists - VFR Educate on the things to see and do
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Next Steps
Industry led implementation supported by Hastings County Economic Development Facilitated by Brain Trust (Richard Innes)
Hastings County Tourism Destination Development Action Plan – December 2010 Destination Development Task Team
chaired by George Offshack, owner Limerick Lake Lodge
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A MEETING OF MINDS