Canadian Badlands. Collaborative Leadership 08/04/2014

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1 Canadian Badlands Collaborative Leadership Presented by: Beverley DeSantis & Teri McKinnon March 26, 2014 Lethbridge, AB Canadian Badlands 90,000 square kilometers Southeast Alberta 17 historic parks 3 paleontological/archaeological sites 30 museums 27 annual festivals 19 sporting rodeos 1

2 2008 Canadian Badlands Tourism Development Strategy municipalities joined to become the Canadian Badlands Ltd collaborate and develop plan to increase visitors to area from 2.4 M 8 M by virtually no movement Realistically Speaking Google Travel - 11,100,000,000 sites Google Travel Canada - 2,20,000,000 sites Google Travel Alberta - 106,000,000 sites Google Travel Canadian Badlands 311,000 sites 2

3 We Are Not Alone UNWTO - promotes tourism as a driver of economic growth, inclusive development and environmental sustainability and offers leadership and support to the sector in advancing knowledge & tourism policies worldwide. CTC - is Canada s national tourism marketing organization. Leading the Canadian tourism industry in marketing Canada as a premier four-season tourism destination where travelers can enjoy extraordinary experiences. We provide a consistent voice for Canada in the international tourism marketplace. We Are Not Alone Travel Alberta - market Alberta as a visitor destination to the world. Working closely with members of the travel trade and media, and organize consumer marketing activities to encourage and facilitate travel to Alberta. Canadian Badlands Tourism- develop the Canadian Badlands region to become a major iconic tourist destination for Alberta, to complement the role played by the Canadian Rockies in encouraging travel to and within the province. 3

4 Canadian Badlands Development Clusters Sourced from: planner.net Tourism Leaders 4

5 Destination Development Identify Community Attitudes & Values Determine essential values, community characteristics and beliefs that must be cherished & maintained Current Strategy Authentic, Engaging & Memorable Differentiation- Unique landscapes UNESCO World Heritage Site Cultural & Aboriginal Festivals & Centres Diversification Sport History Culture Festivals & Events 5

6 SWOT Summary Opportunities Accessibility, Infrastructure, Broader demographic appeal Threats Environmental, Alberta Reputation, lack of available Human Resources Strengths Unique and Diverse Landscape, Major Attractions, Collaboration & Partnerships Weaknesses Size and scope of region, Cautious Investment Understand Potential Evaluate existing and/or to be developed destination assets Attractions Attractors Infrastructure (Hotel, restaurant, shopping, RV, etc.) Public Facilities (Hospital, transportation, emergency services, water, electricity). Transportation Human Resources 6

7 Identify Market Segment Tourist Type Where are they coming from Demographic Product Related Distribution Competitor or Ally? Sad but true they won t just come for you California Florida New York Las Vegas Phoenix San Diego Vancouver Victoria Toronto Montreal London Paris France Australia 7

8 COLLABORATE TO CREATE AN EXPERIENCE! As a group, discuss and discover the following: WHY is this a potential experience for Canadian Badlands? WHAT/WHO are the key assets required for the experience? (i.e. what are some of the tourism products available for this experience?) WHO are the stakeholders and HOW can they be involved in creating this experience? WHAT is the promise, offer and ultimate delivery of this experience (i.e. what connects each component of the experience? (combination and progress, access/egress) WHAT investment is required? By whom? WHO is your ideal guest? 8

9 Canadian Badlands Conference Every Encounter Counts COLLABORATE TO CREATE AN EXPERIENCE! Tables have been assigned one of the following experiences: CULTURAL/HERITAGE CULINARY OUTDOOR ADVENTURE SPA/WELLNESS ATTRACTION/SCENIC ROUTE As a group, spend 10 minutes collaborating with the diverse representatives and build an exceptional experience within Canadian Badlands. Please spend the first minute introducing yourself and the role you play in travel and tourism. Assign one person to scribe and one person to present your initiative. Each table has paper. Record and note all ideas and comments Allow everyone to contribute Encourage creativity Have fun!

10 Canadian Badlands Conference Every Encounter Counts As a group, discuss and discover the following: WHY is this a potential experience for Canadian Badlands? WHAT/WHO are the key assets required for the experience? (i.e. what are some of the tourism products available for this experience?) WHO are the stakeholders and HOW can they be involved in creating this experience? WHAT is the promise, offer and ultimate delivery of this experience (i.e. what connects each component of the experience? (combination and progress, access/egress) WHAT investment is required? By whom? WHO is your ideal guest?

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