The Power of. Travel Manitoba Business Plan. Fuelling Manitoba s Economy TRAVEL MANITOBA BUSINESS PLAN

Transcription

1 The Power of Fuelling Manitoba s Economy Travel Manitoba Business Plan

2 Table of Contents Message from the Chair and the President and CEO Vision, Mission, Objectives and Guiding Principles Travel Manitoba s Role Tourism, the Fastest Growing Economic Sector in the World Risk Management Our Strategy Lead with Marketing Excellence Align Tourism Partners and Strengthen Relationships with Business and Government Collaborate to Build a Competitive Tourism Strategy Corporate Governance The Organization Performance Measures

3 Message from the Chair and the President and CEO Travel Manitoba s business plan is a roadmap to ensuring Manitoba is well positioned to become a premier tourism destination in Canada, generating revenues that will contribute to the vitality of Manitoba. Tourism is the fastest growing economic sector in the world, generating over $1,030 billion in world receipts. It is good for Manitoba s economy supporting over 5,400 businesses and employing more than 24,500 Manitobans. Tourism is a key economic driver for this province generating over $1.4 billion in revenues and $532 million in tax revenues for governments. Since 2011, we have consistently applied a results-based business approach to everything we do. We have restructured the corporation and prioritized resources to focus on marketing our tourism assets. This business plan recognizes that to be successful, we must adapt to the rapidly changing global tourism landscape. It outlines a solid strategy to achieve our marketing and business objectives for the next three years. We will continue to focus on the following three strategic priorities: Lead with marketing excellence Align tourism partners and strengthen relationships with business and government Collaborate to build a competitive provincial tourism strategy Manitoba is a place like no other, a province offering unique, immersive travel experiences, where residents and visitors alike can enjoy life to the fullest. This is what distinguishes Manitoba from other destinations, and it is these qualities that are captured in our new brand. The best and the brightest industry leaders provided invaluable insights in creating our new awe-inspiring brand. Backed by solid research, planning and creative development, we re confident that Manitoba, Canada s Heart Beats will inspire our target audiences and instill pride in the hearts of our residents. Travel Manitoba will continue to work collaboratively with industry to align our marketing efforts. Our ability to speak with one voice remains central to our thinking as we move forward in harnessing the opportunities identified in this plan. We are optimistic about the years ahead and encourage you to join us as we move forward embracing marketing excellence and innovation that truly is the spirit of our industry and of Manitoba. Sincerely, Colin Ferguson President and CEO, Travel Manitoba Bob Sparrow Chair, Travel Manitoba Board of Directors 1

4 Vision Travel Manitoba will lead the marketing and development of Manitoba s tourism industry. Mission Grow tourism revenues by harnessing the collective investment in tourism to create strong connections between visitors and Manitoba s unique experiences. Objectives Lead the provincial tourism initiative Increase visitation to realize $1.7 billion by 2017 Increase yield per visitor by extending length of stay and increasing visitation from longer haul markets Increase investment in the tourism sector by partnering with business and government Establish a strong brand for Manitoba within Canada and internationally Align tourism partners and strengthen relationships with industry and government stakeholders Influence the development of a provincial tourism strategy that provides a framework to make tourism a $2 billion industry by 2020, ranking fifth in terms of market share amongst Canadian provinces and territories Guiding Principles Leadership We will lead in marketing Manitoba s tourism experiences and in providing advice to stakeholders to maximize Manitoba s tourism potential. Innovation We will find new ways to market authentic experiences. Collaboration We succeed through the power of teamwork and will partner with industry and government stakeholders to maximize impact. Visitor Centric We will focus on meeting the expectations of visitors. Research-based We will make decisions based on high-quality research and key metrics will be identified to measure results. Continuous Learning We will take risks and learn from successes and failures. Sustainability We will contribute to the economic, social, cultural and environmental well-being of Manitoba. Accountability We will deliver what is promised to our partners and will strive to strengthen relationships, improve productivity and overall efficiency. 2

5 Travel Manitoba s Role Travel Manitoba is a provincial Crown corporation wholly owned by the Province of Manitoba. The corporation reports to the legislature through the Minister of Tourism, Culture, Heritage, Sport and Consumer Protection as outlined in the Travel Manitoba Act. Our purpose is to lead provincial tourism marketing initiatives, foster development, growth and diversity in the tourism industry throughout Manitoba. Our role is to provide leadership by working closely with tourism businesses, communities, destination marketing organizations and government to realize the full potential of tourism for Manitoba. We are charged with the responsibility to collaborate with the tourism industry and advise government on issues that affect Manitoba s global competitiveness. Travel Manitoba plays a leadership role in aligning partners to maximize and leverage the impact of collective marketing dollars. We provide value to the industry by representing numerous communities and experiences in markets where they do not have the resources to sustain an independent market presence. We strive to provide consistent messaging for Manitoba in Canada and the international tourism marketplace. Travel Manitoba supports industry development initiatives and partners with the Manitoba Tourism Education Council to ensure the tourism workforce is trained to exceed customer expectations. Travel Manitoba s board of directors brings together a diversity of tourism operators and sector associations around shared interests, to inform the provincial government and the business community on the importance of tourism and its significant contribution to our economy and quality of life. 3

6 Tourism, the Fastest Growing Tourism is one of the largest and fastest growing economic sectors in the world with annual international tourist arrivals reaching one billion for the first time in Receipts from those visitors grew by 4% in 2012, to over $1075 billion USD. Globally, international arrivals are projected to grow by an average of 3.3%/year, reaching 1.4 billion worldwide by 2020, and as an export category, tourism now ranks fifth in the world economy, after fuels, chemicals, food and automotive products. The contributions of visitors travelling to and within Manitoba positively impact our province, generating over $1.4 billion in 2011 revenues generated by the visits of million people. Manitoba residents are a vital part of the tourism industry, contributing $881 million to the provincial economy in Unlike other export sectors that make products and ship them overseas, tourism brings its customers to Manitoba. The product we are selling is Manitoba itself the people, the places, the food and the culture. In 2011, tourism in Manitoba generated $567 million in export revenue. A strong tourism sector benefits Manitoba s taxpayers by contributing to their quality of life through public investments in parks, transportation infrastructure, attractions, events and event facilities. Tourism contributes significant tax revenues to all levels of government, generating in 2011: Federal taxes $ million (45%) Provincial taxes $ million (44%) Municipal taxes $ 58.6 million (11%) Total $ million * MANITOBA $880.6 Million 9,209,000 person visits $96 per person visit OTHER CANADIAN PROVINCES $399.0 Million 1,183,000 person visits $337 per person visit UNITED STATES $110.0 Million 371,000 person visits $297 per person visit Total Visitor Spending $1,447,700,000 4% OVERSEAS $58.1 Million 86,000 person visits $676 per person visit 1% Total Visitation 10,849,000 Travel Manitoba relies on Statistics Canada for visitation and expenditure data. This information is received over a year after the fact (e.g data was received in 2013). Delayed reporting makes it difficult to assess how Travel Manitoba is performing in increasing visitation and yield. Travel Manitoba continues to work with other Canadian jurisdictions to build a more timely source of data to measure performance. 4

7 Economic Sector in the World $1.60 $1.40 $1.20 $1.00 $0.80 $0.60 $0.40 $0.20 $0.00 Tourism Expenditures Tourism Expenditures ($ Billion) Tourism Numbers Fourth largest industry in the world $1,030 billion in world receipts 51% are leisure travellers $78.8 billion industry in Canada Manitoba s Share in 2o11 Tou ris $1.45 m billion in visitor spending $567 Expmillion in export revenues $532 million end in tax revenues for government 10.8 million visitors 24,800 jobs 5,457 businesses Tourism Expeditures Source: Statistics Canada Travel Survey of Resident of Canada (TSRC) and International Travel Survey (ITS), Research Resolutions 2011 Detailed Tabulations. Please note that the results from the 2011 Travel Survey of Residents of Canada cannot be compared to previous surveys. Statistics Canada offers the following explanation: The Travel Survey of Residents of Canada has undergone a redesign in The survey scope is more inclusive and allows more trips to be collected. Moreover, its new design makes it easier to report trips. These changes are increasing the survey estimates from previous years. This creates a break in the domestic tourism series. 5

8 The Benefits of the Tourism and Hospitality Sector Tourism provides significant impacts on all our communities. Directly and indirectly, tourism involves a huge range of businesses, from hotels, restaurants and attractions to grocery stores, accountants and construction companies. Travel Manitoba s activity benefits Manitoba s tourism industry, which includes some 5,457 small- and medium-sized businesses. Manitoba s tourism sector creates jobs, especially for new entrants to the workforce. In Manitoba, tourism sustains in excess of 23,300 direct, indirect and induced jobs. According to Deloitte s 2014 Passport to Growth released in November 2013: A $100 million increase in direct spending on tourism would generate $69 million in indirect spending more than the same direct spending would generate in manufacturing ($51 million), mining ($50 million) or oil and gas extraction ($41 million). Tourism fosters trade. The Deloitte research demonstrates that a rise in business or leisure travel between countries can be linked to subsequent increases in export volumes to the visitor origin countries as well as an increase in the variety of goods exported. The research suggests that each 1% increase in Canadian arrivals would generate an $817 million Tourism and Hospitality Related Businesses in Manitoba increase in Canadian exports. North American Industry Classification System (NAICS) Description of Sector Number of Tourism & Hospitality Related Businesses % Change % Total 2012 Tourism Related Transportation % 14.2% Performing Arts and Spectator Sports % 10.8% Heritage Institutions % 1.8% Amusement Gambling and Recreation % 11.9% Accommodation Services % 13.5% Food Services and Drinking Places 2,296 2, % 44.3% Travel Arrangement & Reservation Service % 3.5% Total Tourism and Hospitality Related Business 5,262 5, % 100% Tourism Related Transportation includes: Air Transportation - Scheduled, Air Transportation - Non Footnote Scheduled, 1 Inter Urban & Rural Bus Transportation, Taxi & Limo Service, Charter Bus Industry, Scenic and Tourism Related includes: Air Transportation - Scheduled, Air Transportation - Non Scheduled, Inter Urban & Rural Bus Transportation, Sightseeing Transportation. Source: Manitoba Bureau of Statistics & Manitoba Business Registry, 2011 and 2012 Taxi & Limo Service, Charter Bus Industry, Scenic and Sightseeing Transportation. Source: Manitoba Bureau of Statistics & Manitoba Business Registry, 2011 and 2012 Photo: Dan Harper 6

9 the benefits of tourism What TOURISTS spend their money on How the TOURISM INDUSTRY spends its money in the local community Who benefits Diversification of tourism industry infrastructure Contributions to the balance of payments Increase in tax revenues Improved job opportunities Improved income of residents Improved shopping facilities Improved transportation and communications Improved medical facilities Improved cultural facilities Improved recreational facilities A feeling of pride Favourable changes in our lifestyles Improved quality of various services (e.g. hotels, restaurants, shops) Accommodation Transportation & Tours Food & Beverages Attractions/Events & Entertainment Shopping Other Services & Facilities Wages & Salaries Transportation of Goods Utilities, Services (Water, Gas, Electricity, etc.) Food & Beverages Provincial Taxes Commissions to Agents Music & Entertainment Repairs & Maintenance Purchase of Stock Administrative & General Expenses Fuel Legal & Professional Services Rental of Premises Capital Assets & Replacement Restaurants Gas Stations Farmers Retailers Charities Travel Agents Taxi Drivers Theatres Galleries Manufacturers Suppliers Delicatessens Gift Shops Film Processors Artists Pharmacists Shopping Centres Trucking Companies Post Offices Engineers Clerks Pilots Car Dealers Builders Banks Wineries Mechanics Plumbers Electricians Marine Dealers Architects Media News Agents Night Clubs Health Services Printers Butchers Cinemas 7

10 Market Share 11 Total Tourism Expenditure Comparisons Across Jurisdictions ($000s) % change 2010 % change 2011 % change Total $46,677,204 $44,700, % $46,150, % $56,476, % ON $16,584,807 $15,543, % $15,822, % $19,359, % QC $ 9,544,019 $ 9,342, % $9,799, % $12,034, % BC $ 8,722,640 $ 8,306, % $8,474, % $ 9,952, % AB $ 5,699,288 $ 5,385, % $5,539, % $ 7,422, % NS $ 1,404,018 $ 1,426, % $1,495, % $ 1,700, % SK $ 1,385,183 $ 1,391, % $1,440, % $ 1,820, % MB $ 1,162,357 $ 1,191, % $1,258, % $ 1,447, % NB $ 923,622 $ 892, % $991, % $ 1,281, % NF $ 735,417 $ 701, % $741, % $ 872, % PEI $ 285,553 $ 277, % $311, % $ 337, % Territories $ 230,300 $ 242, % $276, % $ 246, % From 2009 to 2013, governments expanded investment in Travel Manitoba to promote travel to residents under the Celebrate Manitoba, Homecoming and International Marketing initiatives. Manitoba experienced record growth of 5.6% in 2010 as a result of the cumulative impact of these investments. From 2009 to 2013, governments expanded investment in Travel Manitoba to promote travel to residents under the Celebrate Manitoba, Homecoming and International Marketing initiatives. Manitoba experienced record With continued strategic investment, the tourism industry can capitalize on ever-expanding market potential, both domestically growth of 5.6% in 2010 as a result of the cumulative impact of these investments. and globally. Increased investment in marketing, research and visitor services will leverage private sector support to make Manitoba more With competitive. continued strategic investment, the tourism industry can capitalize on an ever-expanding market potential, both domestically and globally. Increased investment in marketing, research and visitor services will leverage According private sector Statistics support Canada s to make Manitoba total tourism more competitive. expenditure data from 2011, Manitoba ranks seventh in Canada amongst provinces and territories, trailing behind Nova Scotia and Saskatchewan. This ranking has stayed the same for the past three years. Ontario, Quebec, According to Statistics Canada s total tourism expenditure data from 2011, Manitoba ranks seventh in Canada amongst provinces and territories, trailing behind Nova Scotia and Saskatchewan. This ranking has stayed the same for the past three years. Ontario, Quebec, British Columbia and Alberta are the top four tourism expenditure generators. British Columbia and Alberta are the top four tourism expenditure generators. Tourism Outlook Manitoba 2012e 2013f 2014f 2015f 2016f 2017f Total (`000s overnight province visits) 3,697 3,761 3,873 4,000 4,108 4, Domestic 3,418 3,479 3,585 3,706 3,807 3, Business Pleasure 1,221 1,243 1,290 1,340 1,376 1, United States Overseas Total Expenditures ($ ($ millions overnight) 1,076 1,136 1,200 1,270 1,337 1, Travel Price Index e = e estimate; = f = f forecast = Sources: Statistics Canada - TSRC - TSRC (2011), Statistics Canada - ITS - ITS (2012), The The Conference Board Board of of Canada 8

11 Tourism Outlook According to the Conference Board of Canada, total overnight expenditures are expected to increase by 5.1% in 2012 and 5.6% in Tourism in Manitoba is projected to maintain a good growth rate over 5% from 2014 onward. 9

12 Opportunities Increased Consumer Demand Worldwide tourism revenues exceeded $850 billion in Globally, world tourism arrivals are expected to double by 2020 (UN TWO.) Wealthier travellers and emerging economies will contribute to increased demand. Baby Boomers The baby boom generation is travelling extensively to international destinations. As this generation ages, acquiring more money and time to travel, keeping them within and/or attracting them to Manitoba becomes even more challenging. We must develop and market competitive tourism experiences to capture this growing market. Immigrants/International Students Immigration to Manitoba has increased significantly in the last 10 years. Today, Manitoba hosts over 6,000 international students at its universities and colleges. These newcomers tend to travel in their new region, getting to know their new surroundings. This also provides a unique opportunity for Travel Manitoba to serve these ethnic markets with tailored tourism offerings for specific cultural backgrounds. Unique Manitoba Product Our outstanding niche experiences such as fishing, hunting, unique wildlife safaris, culture and the arts will motivate existing and new customers to visit more of Manitoba. The NHL is here and a number of new and enhanced attractions including the Canadian Museum for Human Rights, Assiniboine Park Conservancy/Polar Bear Conservation Centre, an expanded Winnipeg Convention Centre and Pimachiowin Aki World Heritage Project (UNESCO World Heritage Site) are set to open in the next three years. These attractions will add value in positioning Manitoba as part of a cross-canada touring vacation. Bilingualism With 17 bilingual communities, Manitoba has a significant capacity to deliver tourism experiences, meetings and conventions in French. This is an asset in targeting Frenchspeaking markets. France is one of the Canadian Tourism Commission s core markets generating 421,000 visitors to Canada in Manitoba is also experiencing growth in visitation from Quebec. 10

13 Aboriginal Research confirms that there is strong market demand for authentic Aboriginal tourism experiences. Visitors from many European and Asian countries are seeking rich cultural experiences and opportunities to learn about Canada`s Aboriginal people. Job Creation Growth in the tourism sector will create jobs for Manitobans not only in the hospitality sector, but in creative and digital economies. Canada s tourism marketing sector is a major customer of digital businesses and growth will stimulate job creation in high-value knowledge-based industries. Link Between Tourism and Trade A strong tourism brand will position Manitoba as a great place to live and invest to stimulate trade growth. The tourism brand could evolve to be the face of Manitoba to the world by promoting our people, landscapes and social and cultural values. According to Deloitte s Passport to Tourism Growth 2014 Report, a rise in business or leisure travel between countries can be linked to subsequent increases in export volumes to the visitor origin countries as well as an increase in the variety of goods exported. The research suggests that each 1% increase in Canadian arrivals would generate a $817 Million increase in Canadian exports. Strengthening tourism s capacity could have a positive impact on Manitoba businesses and Manitoba s overall economy. * Calculated in person years of employment. Source: Statistics Canada (2013). Input-Output National Multipliers. Industry Accounts Division / Statistics Canada. Graphic courtesy of Deloitte s 2014 Passport to Growth publication. Business Plan Assumptions This business plan aims to increase market share to have Manitoba rank fifth amongst Canadian jurisdictions by 2020 based on the following assumptions: Economic growth in Manitoba continues for the coming decade as projected by the Conference Board of Canada The tourism industry stakeholders continue to collaborate and align marketing and development initiatives The provincial government continues to advance a whole of government approach and applies a tourism lens to decision-making The Canadian dollar remains stable Major global events or catastrophes do not impact the tourism sector Travel Manitoba leverages a competitive budget through partnerships with business and governments The renovation of The Forks visitor information centre to incorporate space for head office staff is advanced through a partnership with The Forks North Portage Partnership to realize net savings in operating costs 11

14 Risk Management High Risk Canadian Museum for Human Rights There is a risk that the tourism industry will not have the capacity to manage visitor expectations and the international spotlight resulting from the opening of the Canadian Museum for Human Rights. Potential protests and increased social media related to human rights issues may have a significant negative impact on tourism in Manitoba. Medium Risk Funding Material changes in government policy or priorities may impact Travel Manitoba s capacity to compete. If there is a reduction to the funding level provided by the provincial government, there is a risk that Travel Manitoba will not be able to achieve the objectives outlined in this business plan. This could impact the capacity to leverage partnership revenues to expand the marketing campaign. It may also result in reduced visitation and expenditures and lower tax revenues for governments in the future. Funding cuts to the Canadian Tourism Commission may also impact Travel Manitoba s capacity to leverage support to market internationally. Global Economy There is risk that visitation may be impacted by economic factors such as the Eurozone crisis, weaknesses in the US and UK economies and exchange rate fluctuations. With increasing global competition it will be challenging to increase Manitoba s share of the tourism market. Travel Manitoba will focus on bringing export dollars into the economy by inspiring Canadians and international travellers to choose Manitoba as their vacation destination. Tourism Infrastructure There is a risk that Manitoba s transportation infrastructure will not meet visitor expectations. The cost of domestic flights as well as the lack of direct access air flights from major markets puts Manitoba at a distinct competitive disadvantage. Rail services, roads and highways are in need of upgrades. Labour There is a risk that rural and northern operators will experience shortages and innovative strategies are required to address these challenges. Stronger linkages between tourism businesses and universities or colleges could mitigate this risk. Other Factors that Influence Performance Competition Tourism is one of the fastest growing sectors in the global economy. Countries that previously attracted very few visitors are now aggressively competing for market share. Other Canadian jurisdictions such as Saskatchewan, Newfoundland and Labrador, and Nova Scotia, have significantly higher marketing budgets. Travel Manitoba is at a distinct competitive disadvantage. Technology Consumers today are using technology to make informed decisions about vacation destinations. Over 75% of travel purchasers are now using online sources to research their purchases with 28% depending on review sites and 8% on social networks. Word of mouth has become more influential in the consumer s decision-making process. Traveller Expectations New tourism destinations are competing more fiercely than ever for the same traveller by delivering highquality experiences. To remain competitive, Manitoba tourism businesses will need to continually invest in the development of new experiences. Traveller Perceptions Canada is perceived to be expensive. This combined with the high value of the Canadian dollar will require special initiatives that promote the compelling value of Manitoba experiences. Manitoba also has to compete within Canada for traveller attention. Experience Quality and Capacity There is a risk that the quality of some experiences promoted internationally will not meet the expectations of the brand promise. To be competitive, experiences must be properly managed and developed. Low Risk External Environment There is a risk that Travel Manitoba s success may be impacted by the volatility of unpredictable events such as weather, pandemics or terrorism that have the potential to significantly impact consumer travel decisions. The emergence of climate change as a global issue may also place increasing pressure on the sustainability of Manitoba s tourism products (e.g. polar bears, fishing and hunting). Industry Alignment There is a risk of fragmentation in promoting the new tourism brand. Alignment with tourism operators and key agencies such as Tourism Winnipeg, regional tourism associations, destination marketing organizations, provincial agencies and departments and the Canadian Tourism Commission is critical for the tourism industry to succeed globally. 12

15 Our Strategy Lead with marketing excellence Align tourism partners and strengthen relationships with business and government Collaborate to build a competitive provincial tourism strategy 13

16 Research and Market Intelligence Travel Manitoba will make decisions based on sound research. Our research team monitors the pulse of the global economy and trends in emerging markets. It s important to understand where there are new marketing opportunities. We need to be flexible and ready for unique and time-sensitive opportunities for growth. It is also important that we understand our customers and the travel experiences they are looking for. Our desire is to match experiences available in Manitoba to the needs of potential visitors. Consumers undertake a complex planning and purchase process to gather information to make a decision on a travel purchase. They buy an experience comprised of places to visit, places to stay and things to do. Visitors look for information before, during and after their trip. Travel Manitoba s strategy will include actions that will impact consumers at every stage of the vacation planning and purchase process. Visitors from outside Manitoba bring incremental wealth adding to our provincial exports. Our goal is to move visitors down the path to purchase, and inspire them to stay longer in Manitoba. Path to Purchase 14

17 Customer Segmentation - the Explorer Quotient Travel Manitoba purchased the Canadian Tourism Commission s (CTC) Explorer Quotient (EQ), an award-winning segmentation tool that provides access to some of the most in-depth and insightful tourism research currently available. Developed in partnership with Environics Research, EQ is used by several tourism jurisdictions across Canada and it provides a comprehensive understanding of Manitoba s highest potential customers. We have applied EQ to define our primary and secondary target markets. Travel Manitoba has aligned international and domestic segmentation and are working from a single model across all markets. In addition, by using EQ, Travel Manitoba is leveraging the Canadian Tourism Commission s investment in international markets. We invested in the tool to help Manitoba businesses with their marketing plans and tourism development strategies. With EQ, we have access to sound research that will drive marketing related decision-making, providing Manitoba with a stronger competitive advantage. Using the EQ program, Travel Manitoba has identified Authentic Experiencers and Cultural Explorers as two of the nine potential traveller types that are most drawn to the tourism experiences that Manitoba has to offer. Operators will be better able to understand their customers, the types of experiences that they are after and the kind of message that will resonate with them. Authentic Experiencers want the best of both worlds to experience vast natural settings and to immerse themselves in the local culture. These travellers want to learn, they are spontaneous, independent and openminded. Manitoba s incredible natural settings and wildlife, as well as our rich culture, displayed through our festivals, cultural institutions and diverse communities really speak to these people. They want to paddle river rapids, hike through rugged backcountry, hunt and fish our world-class product, swim with belugas, walk amongst polar bears, dig for 80,000,000-year-old aquatic fossils and more. Cultural Explorers, on the other hand, want to discover the entire experience of the culture, people and settings of the places they visit. They go off the beaten track to find out how people truly live. They want to attend our festivals, learn the culture, the language, share food and drink with the locals and generally learn about the area from an historical perspective. The strength of EQ is that we now have the ability to target those travellers most likely to come here; those most interested in the experiences we have to offer. We can speak to them in language that appeals to them, and through mediums that reach them. We can use our marketing dollars more effectively and more efficiently than trying to be everything to everyone. Colin Ferguson, President and CEO, Travel Manitoba 15

18 Key Markets Travel Manitoba will concentrate efforts on experiences and markets where Manitoba has a competitive advantage. Emphasis will be placed on markets with the highest concentration and volume of authentic experiencers and cultural explorers. Primary Manitoba, Alberta, Northwest Ontario, Saskatchewan Marketing investment in the primary markets will focus on Manitoba and Alberta. It is important that we partner with regional tourism associations and destination marketing organizations to market experiences to our residents. Manitobans travelling in Manitoba make up 61% of total tourism expenditures for our province and we are at risk of losing these tourists to the competition. In addition, Environics Research identified the Alberta market as having high potential for growth with significant populations of Authentic Experiencers and Cultural Explorers. Secondary Long-haul United States, Germany, United Kingdom Emerging France, China In long-haul and overseas markets, Travel Manitoba leads in partnering with the Canadian Tourism Commission to develop and promote signature experiences. With the expiry of project funding for international marketing, this plan will focus the majority of marketing resources on high-volume markets (Manitoba, Alberta and Northwest Ontario). Unlike larger provincial jurisdictions, retreating from any of our major markets will prove detrimental as the tourism industry relies on Travel Manitoba to lead and invest. Alberta United States of America Manitoba Saskatchewan United Kingdom France Germany China 16

19 Expand Investment in the Web and Social Media Increasingly the consumer channel of choice is online. Travel Manitoba will harness the power of digital marketing with mobile, , website, and social media that are integrated with traditional channels. We will continue to strengthen our on-line presence as an effective e-marketing system making it easier for customers to research their Manitoba vacation and differentiate Manitoba from competing destinations. In 2013, Travel Manitoba acquired the simpleview customer relationship management/content management systems. These new database and content systems will replace the limited program that has driven Travel Manitoba s website and printed publications. When fully implemented, simpleview will offer a continually updated, shared managed system that offers flexibility to both Travel Manitoba and industry partners. Travel Manitoba will work with the Regional Tourism Associations and Destination Marketing Organizations to transition their systems to using simpleview and restructure regional websites to align with the new brand. This transition will provide industry with a stronger Customer Relationship Management system to run their existing programs, as well as a simplified means of providing up-to-date information to participate in Travel Manitoba s marketing and promotions. Robust consumer, travel trade and media websites are critical to generating leads to industry suppliers. Travel Manitoba will: Ensure functionality of websites to better serve consumer expectations and enhance connections to regional and destination websites and simplify information access Integrate area and experience specific searching Upgrade and refresh travelmanitoba.com network of international and experiential websites Launch new mobile sites and applications Invest in emerging technology to deliver travel information to consumers, the travel trade and the media The influence of social media is tremendous. It encourages potential consumers to purchase by leveraging the positive experiences of travellers to attract new visitors and encourage repeat visitation. User-generated content is critical to building future success as online viewers become inspired to experience Manitoba. Social media has become a more important part of Travel Manitoba s marketing strategy. As on-line social networks, blogs and discussion forums become increasingly a part of daily life, Travel Manitoba will ensure Manitoba s tourism experiences are present where potential visitors are speaking by showcasing video and photos and by communicating timely travel offers. In the longer term, social media offers the greatest opportunity to create a strong endorsement of Manitoba and its unique tourism offering. 17

20 Brand Mission Create differentiation by defining a distinctive voice that is genuinely Manitoba Attract attention by harnessing and leading with our most awe-inspiring assets Resonate with those most likely to be drawn to this place by speaking directly to them

21 Drive the Brand Strategy Why does Manitoba need a tourism brand? The simple truth is not enough people in Canada let alone the world have a true understanding of what Manitoba has to offer visitors, nor do they associate specifics with an experience they might have in the province. Travel Manitoba will lead the tourism industry with an aweinspiring brand that differentiates our province against global competition. Our new brand reflects the shift from marketing products to marketing experiences. It is designed to capture and share authentic stories and to increase awareness of our province s compelling experiences. With the power of EQ providing valuable insight into the traveller types most likely to visit Manitoba, we engaged McKim Communications Group in 2012 to work on creating the new brand. We also ensured that the brand was based on research done for past campaigns as well as surveys involving over 225 industry stakeholders. Survey results indicated their customers like to immerse themselves in local culture and enjoy natural settings and the outdoors. While respondents had a hard time identifying one thing that sets Manitoba apart from every other travel destination, they did agree on two distinctive aspects that our past research had identified as unique components of our identity as a destination: Manitoba as a cultural oasis and our accessible wilderness. Our new brand vision is to carve out a distinctly Manitoban identity that travellers recognize and are irresistibly drawn to. The brand platform represents a strategic approach that defines our competitive positioning, value messaging and desired takeaways under Travel Manitoba s brand will be the base for all communications related to promoting tourism in Manitoba. We will provide leadership in ensuring messaging is consistent and defines what Manitoba is and how we are distinguished from the competition. Use of the new brand by Manitoba s Regional Tourism Associations and Destination Marketing Organizations, as well as by individual tourism operators, adds to its brand equity and, at the same time, allows organizations to reap the benefits of its impact and provocative associations with life, warm welcomes, and compelling experiences. One of the most important tactical principles in branding is the concept of alignment, in order to maximize the effectiveness of marketing and branding efforts. We have developed a brand toolkit that will enable tourism operators to align with the brand and differentiate the experiences they offer from those being sold in other parts of the world. We will continue to lead the industry in marketing excellence by organizing partnerships with regions, destinations and key sectors to maximize our collective marketing dollars. Understanding that potential visitors are interested in destinations and not necessarily regions is core to successful marketing of regional experiences. Travel Manitoba will provide a province-wide platform to promote Manitoba businesses and will invest in a variety of marketing channels to grow visitation and revenue for the province. We will continue to leverage the Canadian Tourism Commission s marketing investment in international markets. Because less than 1% of potential overseas visitors are aware of the provinces in Canada, Manitoba must first be aligned with the Canada brand. Our efforts in overseas markets will focus on building relationships with the travel trade and media. These are important channels to reach a high number of consumers regarding Manitoba as a vacation destination. Engaging media and the travel trade through experiential familiarization tours and providing broadcast quality video, imagery and information, will generate positive stories about Manitoba destinations. Manitoba has just launched a new tourism brand Manitoba Canada s Heart Beats. It is stunning. Not only is the imagery beautiful, but it is a terrific example of smart marketing. By brand-building on Explorer Quotient research they ve ensured the brand is aligned with Canada s international tourism brand, and through consultation there were no surprises. And, perhaps most newsworthy, there is the link to trade. It will be a great tool for Manitoba s trade development, investment and economic development endeavours. Michele McKenzie, President and CEO, Canadian Tourism Commission 19

22 Marketing Experiences Travel Manitoba is aligning with the Canadian Tourism Commission and we have changed the way we do business from marketing products to marketing experiences. More travellers are interested in experiences and adventures that allow visitors to fulfill their dreams. Manitoba offers exceptional experiences from urban escapes to outdoor adventure. The warmth of our people and the quality of services provided by communities and businesses are key to encouraging repeat visitation. Great experiences in Manitoba will lead visitors to increase their spending by participating in more activities, extending the length of their trip, returning for another trip and recommending Manitoba to others. Identifying new and emerging experiences for the high-volume market provides a great springboard for building Manitoba s tourism export capability. Tourism is not like other export sectors that make products and ship them outside the province. We bring our customers to Manitoba. We have the opportunity to work with industry to promote emerging tourism experiences that are not only memorable and inspirational, but help visitors learn about our society and our environment. Manitoba has an extensive inventory of experiences from which the brand will draw in appealing to potential audiences within our defined traveller types; Authentic Experiencers and Cultural Explorers. Based on the relative power of these assets to inspire travellers, they have been grouped into categories: Boulders iconic experiences: awe-inspiring destination oriented assets for which visitors may come from another country. They include experiences like wilderness safaris, urban cultural adventures and fly-in fishing those unique and iconic offerings that define the province. Rocks immersive experiences: don t miss interest-based groupings that may draw visitors from another province. They include opportunities to become immersed in Manitoba s cultural richness, history, outdoor experiences, arts and gatherings. Our Rocks are the many surprising discoveries to be made during a visit to our province. Pebbles singular assets: while you re here experiences that draw locals and enrich a visitor s time in Manitoba. Visitors often consider these intriguing features further into the trip-planning process, but they may ultimately be the reason for deciding to stay and play longer, and return again. Our team will provide advice in helping businesses develop new opportunities and how to best market these new experiences. We have developed customer profiles for Authentic Experiencers and Cultural Explorers to assist industry in creating experiences that meet the expectations of Manitoba s target customers. Travel Manitoba will continue to strengthen connections with rural communities, regions and tourism operators to assist them in bringing new tourism experiences to market. We will also partner with Tourism Winnipeg to feature urban experiences in our campaigns. 20

23 Canadian Signature Experiences The Canadian Tourism Commission s (CTC) Canadian Signature Experiences Collection aims to differentiate Canada from our competitors by highlighting travel experiences that exemplify Canada s unique brand experiences that are memorable, authentic and engage travellers with our people, geography and culture. The program aims to shift traveller s perceptions about Canada so that they will understand us as a unique destination with more to offer than they imagined. Partnering with the CTC will allow Manitoba to market our signature experiences on the world stage, a strategy which we could not deliver upon independently. Manitoba is proud to have nine Canadian Signature Experiences and will continue to collaborate with industry partners to achieve 12 experiences by Our Canadian Signature Experiences are: Marvels of Manitoba Churchill Nature Tours Birds, Bears and Belugas Churchill Wild Polar Bears by Tundra Buggy Frontiers North Hermetic Code Tour of the Manitoba Legislature Heartland International Travel and Tours Pathway of the Voyageurs Aikens Lake and Wilderness Lodge The Lazy Bear Wilderness Expedition Lazy Bear Lodge Polar Bear Adventure The Great Canadian Travel Company A Bird in the Hand Oak Hammock Marsh Interpretive Centre A Prairie Legacy: The Bison and Its People FortWhyte Alive 21

24 Visitor Information Services Strong visitor information services motivate tourists by piquing their interests in unique Manitoba experiences and by welcoming them to Manitoba. Travel Manitoba will continue to deliver exceptional visitor information services by: Ensuring content about experiences in Manitoba is provided to consumers at the right time and in the right context. Consumer websites will play a critical role in attracting attention in planning the vacation during the trip, and in encouraging repeat visitation. Providing easy access to travel information to more visitors with new mobile websites and applications. Working with technology partners to offer increased access to web and mobile services to travellers. Adopting emerging technologies to provide comprehensive and timely travel planning information. Developing innovative multi-channel visitor information services that provide information to visitors while they are at home, enroute to or within the destination. Encouraging the Government of Manitoba to invest in infrastructure that brings high-speed Internet services to rural and northern tourism businesses. Long-term tourism success is dependent on a provincewide information and technology infrastructure where consumers can easily access information from tourism operators through the Internet. Travel Manitoba will continue to review the Visitor Information Centre Program to identify potential operational efficiencies. For example, in 2013, the lease footprint at the Whiteshell, Emerson and Kirkella centres were reduced to realize lease savings. Partnerships with communities at points of entry to the province similar to the partnership in Boissevain will be explored. Creating a refreshed leading edge, combined visitor information centre and Travel Manitoba head office located at The Forks in Winnipeg Manitoba s busiest tourism destination is a high priority. The existing centre is very outdated and does not meet the expectations of current travellers. A modern centre is needed to capitalize on the incremental visitor traffic anticipated by the opening of the Canadian Museum for Human Rights in Amalgamation of head office into The Forks Visitor Centre will result in operational efficiencies and offers a new way to do business, bringing the entire Travel Manitoba closer to the consumer and understanding how to more effectively extend their length of stay. It provides a unique opportunity for our entire team to be retailers of Manitoba tourism products. Proposed New Design for The Forks Creating a refreshed leading edge, combined visitor information centre and Travel Manitoba head office located at The Forks in Winnipeg Manitoba s busiest tourism destination is a high priority. 22

25 Photo: Dan Harper 23

26 Invest in Strategic Marketing Opportunities Winnipeg Significant investment in new and enhanced experiences, including the opening of the Canadian Museum for Human Rights, the expansion of the Winnipeg Convention Centre and the Journey to Churchill Exhibit, creates tremendous potential to rise as an international destination. Travel Manitoba will partner with Tourism Winnipeg and operators to develop promotions targeting consumers, the travel trade, media relations and meetings, conventions and events. Fishing and Hunting Our world-class catch and release fishing has given Manitoba a strong reputation as a leader in sustainable fishing in the upper Midwest and southern United States. The Manitoba Lodges and Outfitters Association (MLOA) has identified that there is tremendous potential for growth in the hunting sector as well. Visitors seeking these experiences generate a higher yield due to the longer duration of visitor stays and the higher daily expenditure. Travel Manitoba will work in partnership with the MLOA to explore new opportunities to target these important segments. Arctic Safaris As the Polar Bear Capital of Canada, Manitoba has drawn attention in long-haul markets, including the United States, the United Kingdom, Germany, Australia and China. The appeal of the majestic giants of the North and the playful beluga whales create opportunities to position our province as the international destination to experience Arctic Safaris. These experiences have the cache to compete with safaris experiences offered around the world. Student and Youth Market The Student and Youth market is a large segment, internationally representing 20% of global arrivals in 2010, and it is growing faster than any other segment (3 to 5% annually). Students and youth generally travel outside of high season. The Canadian Tourism Commission is developing an opportunity to activate youth travel by designating 2017 as the Year of Youth Travel (Canada s 150th anniversary). The CTC research has identified that provinces and territories have the potential to offer truly extraordinary experiences to youth. The CTC is working towards an aggressive domestic campaign in 2017 aimed at stimulating pride in Canada and creating lifetime travel advocates. Travel Manitoba will establish a Youth Task Force to develop Manitoba s signature youth experiences. This initiative provides an opportunity to change perceptions about Manitoba and to leverage the efforts of the Canadian Museum for Human Rights in targeting the student and youth market. Meetings, Conventions and Events Visitors attending meetings, conventions and events contribute significantly to Manitoba s annual tourism receipts. Travel Manitoba will partner with Tourism Winnipeg, Brandon First, Destination Dauphin and other stakeholders to develop a new action plan to target meetings, conventions and events. Travel Manitoba will partner with cities to acquire major events and will invest in the development of new events aimed at promoting Manitoba s culinary, music and festival attractions. Events on the horizon include hosting the Canada Games in 2017 and a bid to host the Outdoor Writers of America Association Conference in Manitoba by Welcoming New Canadians and their Visiting Friends and Relatives Travel Manitoba will deliver a strategy that ensures new immigrants and international students are aware of the tourism experiences offered throughout the province, encouraging them to invite their friends and relatives to visit Manitoba. Aboriginal Travel Manitoba will partner with the Tourism Secretariat to examine best practices and develop a strategy aimed at creating a dynamic Aboriginal tourism industry that shares high-quality cultural experiences that exceed visitor expectations. 24