Canada s 5 Unique Selling Propositions* 1. 2. 3. 4. 5. 6. Award-Winning Local Cuisine: local flavours, food/wine festivals, culinary learning Connecting with Locals: aboriginal culture, unique character/local lifestyles, historical/cultural attractions Vibrant Cities on the Edge of Nature: cities close to nature, city activities, entertainment, major events, city culture, nature close to city Personal Journeys By Land, Water and Air: multi-day touring on own, multi-day group tours, land-based journeys, water-based journeys Active Adventure Among Awe-Inspiring Natural Wonders: ski/snowboard vacations, other winter activities, summer activities, beautiful scenery, national parks, wildlife viewing, resorts in natural setting *As per the Canadian Tourism Commission
OCTA - Who we are Non-profit, industry driven organization created in 2006. Incorporate in 2011 Lead implementation of the provincial Culinary Tourism Strategy and Action Plan 2005-2015 (revised in 2011)
Our goals Culinary tourism development is recognized as an economic stimulator by government Develop Ontario as international culinary tourism destination Support sustainable agriculture, viticulture and fishing industry Work with communities to develop their culinary tourism assets. Providing expertise, research, insights, framework, tools and market ready experiences Share and tell Ontario tastes with pride Generate tourism revenues and positive ROI
What we do Connect growers, producers, processors, tourism operators, restaurants, hotels, chefs, educators and media Leader in research, education and culinary experience strategy and development (developed EAT in 2012) 30 member organizations representing 1,000 s of businesses across the province
State of the Culinary Tourism Industry in Ontario - 2013 County of Oxford Tourism Partnership of Niagara (RTO2) Waterloo Regional Tourism Marketing Corporation Taste Real Guelph Wellington Savour Stratford Perth County Huron County Tourism Toronto (RTO5) Hills of Headwaters Halton Region Durham Tourism Hamilton Tourism Apple Pie Trail (Village of Blue Mountain Assoc.) Savour Simcoe Grey Bruce Agriculture & Culinary Assoc. Peterborough & Kawartha Hastings County Bay of Quinte Country Taste the County (PEC) Savour Ottawa
Our team Executive Director Director of Product Development Communications & Membership Manager Product Development Coordinator Communications Interns (2 rotating 3-month terms) Events Coordinator (contract as required) Pool of local, national and international experts
Culinary Tourism in Ontario Recognized as a valuable tourism contributor Deloitte s Navigate Magazine Showcased at TIAO s Tourism Day at Queen s Park and the Premier s Agri-Food Summit Taste of Ontario receptions
Culinary Tourism in Ontario Increased media awareness of the CT products in the province including the Apple Pie Trail, Savour Stratford, Ontario s Southwest Culinary Guide, PEC s Taste Trail +++ OCTA at the table on the OTMPC Sector Committee and the CTC Brand Experience Advisory Committee
Ontario leading the way in Culinary Tourism Development Hosted 2 best practice missions in 2012 Atlantic Canada Opportunities Agency and Failte Ireland Promoted Ontario s efforts in the Foccus Conference Bilbao, Spain Contributing to World Food Travel Association Have Fork will Travel book
Culinary Tourism 101
Crunching the Numbers: The Value of Culinary Tourism
Every tourist has. one thing in common
Whether 24 or 74, an adventurer or history buff
Eating is one of the few travel activities that engages.. senses Because food and drink involve all of the human senses, we ll remember a meal much longer than we will a museum or stained glass windows. International Culinary Tourism Association
There were over 100 million visits to Ontario in 2010. If all visits included 3 meals that is 300 million opportunities to create memorable experiences and a unique taste of place that will be shared! 300,000,000
Culinary Tourism: Definition Any tourism experience in which one learns about, appreciates, and/or consumes food and drink that reflects the local, regional or national cuisine, heritage, culture, tradition or culinary techniques.
The United Nations World Tourism Organization has developed a Global Report on Food Tourism underscoring the importance and opportunities related to culinary tourism.
The growth of food tourism worldwide is an obvious fact. It is one of the most dynamic segments within the tourism market. UNWTO Global Report on Food Tourism
SHOW ME THE MONEY Culinary Tourism is a recipe for economic development success!
125.7 MILLION AMERICANS (71% of all American travelers) participated in at least one culinary activity while on an out of town trip. Pursuing such an activity was one of the most important travel activities they sought. The Travel Activities and Motivation Survey (TAM) conducted by the Ontario Ministry of Tourism
FASTEST GROWING REVENUE GENERATOR Editor Bon Appetite Magazine
Las Vegas has recognized the power of culinary tourism as a primary travel motivator and has created a celebrity chef culture. It was identified as the #1 culinary tourism getaway on the Travel and Experience Channel.
Culinary Tourism: Economic Impact Eating local food has a 3:1 impact on local economy. (Local Food Plus) Consuming Ontario wines has a 12:1 impact. (Wine Council of Ontario) Average Culinary Tourist spends double that of a generic tourist. 40% more on accommodations. (Ryerson University Study)
Culinary Tourism: Economic Impact Food and beverage as a category ranks first and foremost in visitor spending - even more than lodging. Wine tourism expected to grow by 20% in Canadian market and 28% in US market by 2025. Niagara Tourism Research, Travel Intentions Study Wave 11 (feb 09) 40% revenue growth in Ontario VQA wine industry. Study of the Ontario Economic Impact of Ontario VQA Wines, Nov 2011
Culinary Tourists: Who are they?
Culinary Tourists: MORE AFFLUENT HOUSEHOLD INCOME PARTICIPANTS IN ANY CULINARY ACTIVITY % PARTICIPANTS IN NO CULINARY ACTIVITY % <$20,000 3.7 7.8 $20,000 - $39,900 9.0 16.4 $40,000 - $59,900 13.6 16.5 $60,000 - $79,900 14.9 14.1 $80,000 - $99,900 12.3 12.0 $100,000 35.1 17.6 Not Stated 11.4 15.5 Source: Tams Study 2006
Culinary Tourists: ACTIVE PARTICIPANTS PARTICIPANTS IN ANY CULINARY ACTIVITY % PARTICIPANTS IN NO CULINARY ACTIVITY % VISITING HISTORIC SITES 51.2 19.4 SWIMMING IN LAKES 47.9 25.7 ATTENDING LIVE THEATRE 32.3 11.7 VISITING GARDENS 25.4 7.7 GOLFING 23.7 11.7 GOING TO A MUSIC FESTIVAL 13.7 3.9 GOING TO A SPA 18.1 3.8 ACTIVITY Source: Tams Study 2006
Culinary Tourists They are travelers seeking the authenticity of the places they visit through food. UNWTO Report on Global Report on Food Tourism
Make it Local 85% of Culinary Travelers enjoy learning about the local culture and cuisines. 66% want to try regional cuisines, culinary specialties and local wines and spirits. 70% of Culinary Travelers enjoy bringing back regional foods, recipes, wines from places they have visited to share with family and friends. The profile of culinary travelers, 2006 edibon, Travel Industry of America
Culinary Tourists Concerned about origin of products. Means of socializing and exchanging experiences with others. Higher-than average expenditure. Demanding and appreciative. High level of loyalty. Revisit destinations due to gastronomy. UNWTO Global Report on Food Tourism
A food obsessed culture
Our readers are food obsessed! They are planning their trips around their meals.
A growing taste for culinary travel "When you travel through the world exploring food, you get this interesting window about the culture and the environment because food is the bridge between the land and the culture."
Just a few examples of the growing number of TV shows building on travel motivated by culinary experiences.
There's no better way to understand another culture than indulging in their food that s the idea behind Have Fork Will Travel. The classic All American Road Trip driven by the quest for authentic local taste experiences. And now, our own Canadian version.
Digital and social media: The growing food scene where consumers research and share their food loving experiences.
A hunger for food apps. Eating and tweeting. Instagram, Pinterest, Facebook. Over 1 million downloads. Alpha meals app men photograph and map their favourite manly meals around the world.
Hotel rewards and programs: Starwood Preferred Guest It s worth noting that culinary tourism is one of the most robust areas of tourism growth and across all demographics. Foodies are passionate and have the potential to be strong advocates of the Starwood brand.
Credit card programs: Visa Infinity Dining Series "We continually strive to offer Visa Infinite cardholders one-of-a-kind experiences that will both tempt and delight" Visa
Culinary Tourism Leadership WFTA identifies Ontario as on of three world-wide leaders in Culinary Tourism. 2010 The State of the Culinary Tourism Readiness Index Based on activity in community, education, development and promotion. Local and sustainable key drivers for Culinary Tourists globally.
Over a third of tourist spending is devoted to food. The cuisine of the destination is an aspect of the utmost importance of the holiday experience.
Culinary enhances all tourism assets Culture Sport Horticulture Culinary Heritage Eco-Tourism Adventure
Key Success Criteria Leadership Well defined goals and objectives Integrated strategy Partnership and community collaboration Financial support and performance measures Destinations with good access from key origin markets Culinary tourism resources distinctive to the region Multiple culinary tourism experiences An effective destination marketing organization (DMO) or RTO Market-ready or near market-ready culinary products/experiences Sufficient market intelligence
Experiential Travel Product Development
Experiential Travel Engages visitors in a series of memorable travel activities, that are inherently personal. It involves all senses, and makes connections on a physical, emotional, spiritual, social or intellectual level. Experiences A toolkit for partners of the CTC 2nd Edition 2011
CTC Signature Experiences A commonly used inventory of brand-aligned experiences that convey the brand promise at all touch points. CTC Brand Promise Come to Canada. Create extra-ordinary experiences all your own.
Why & how to understand your best customer Who are your best customers? Why? How much do you really know about them? Write it down; create a customer profile What solutions are you offering each customer group that delivers superior value?
Know your audience CTC EQ Types Virtual Traveller 1% Personal History Explorers 1% Cultural History Buffs 2% No Hassel Travellers 2% Gentle Explorers 4% Rejuvenators 6% Group Tourists 7% Authentic Explorers 17% Cultural Explorers 24% Free Spirits 35% http://en-corporate.canada.travel/resources-industry/toolkits/eq-toolkit-download
A tourism product is what you buy. An experience is what you remember.
Experience Development Steps What makes your community special? What memories do we want your visitors to leave with? What traveller interests are aligned with what you have to offer? Who do you need to do to collaborate with to craft a relevant, engaging visitor experience? Which experiential programs exist, or could be developed to form the foundation of a package or elements of a package? How can the experience be personalized? What unique, authentic and local treasurers can be celebrated, showcased or engaged? From the EXPERIENCES Toolkit for partners of the CTC 2nd edition 2011
Crafting Your Culinary Tourism Experience Know your customers Know your community and region Think about the types of experiences that make sense for your business Choose a theme or story Plan the experience Establish the flow with the itinerary Select partners, suppliers and experience providers Think about market position Set the selling price Marketing and communication Prepare the team and pilot the experience Deliver and evaluate the experience
DON T list the things travellers can do with you DO tell them a story about the experience they will have with you
A picture is worth a thousand stories PHOTOS + PHOTOS + PHOTOS Capture: People Emotion Sense of place
LEVERAGE Align your brand with others that compliment yours Tap into partner programs with your DMO & PMO Welcome travel writers invite, engage and the promote their stories Use social media to build awareness and engage with guests before during and after their experience Invest in promotions that you know your ideal guests appreciate and track your ads to confirm their value (ROI) Have a GREAT website and link to businesses that will send you traffic monitor and reward!
Working Together to Develop Successful Culinary Tourism Products in your Region
Goal noun the result or achievement toward which effort is directed; aim; end What are the goals of the region as they relate to culinary tourism?
Leadership noun a person who guides or directs a group Who are the culinary tourism leaders (individuals or organizations) in your region?
Growth noun the act or process, or a manner of growing; development; gradual increase Is there an appetite to grow culinary tourism in your region?
Assets noun a useful or desirable thing or quality What are the key culinary and agricultural assets of your region?
Success noun a favourable or prosperous termination of attempts or endeavours What culinary tourism experiences and or products have worked well in your region?
Deficiency noun imperfection, inadequacy What types of experiences and or products did you try that didn t work and why?
Market Ready OCTA definition as it relates to culinary tourism will meet all of the customers expectations and is made for purchase and immediate use by a customer
Opportunity noun a good position, chance, or prospect, as for advancement or success What are some of the experiences and or products that are not yet market ready that could be enhanced and packaged or bundled? BE DIFFERENT OR BE DEAD. Value is the immunization factor. When there is no difference in value, people buy on price alone Roy Oeing
Leverage verb to use (a quality or advantage) to obtain a desired effect or result How can partners across all regions work together to leverage existing assets? What are the themes? What stories can be told?
Action noun something done or performed; act; deed What actions need to be taken in the region and or with partners?
The Theory of Hospitality E squared = MC Expectations Exceeded = Memories Created
Local Food Made Easy What OCTA can do for your business AND For your region
OCTA Member Businesses Submit your info for business to our mapping directory Send us your events and press releases Advertise your taste in the Ontario Culinary Adventure Guide Discounts with OTEC & Eztix
EAT - Experience Assessment Tool TM OCTA s proprietary tool and process Culinary value chain business inventory, database, search engine and mapping tool Over 40 data fields - specific to culinary tourism Experience assessment rating system developed by OCTA based on culinary tourism experience and expertise Objective, unbiased rating system
Experience Assessment Process and Tool TM Output Destination experience assessment and SWOT analysis Recommendations and actionable/measurable business plans Destination inventory and data base with highly specific search capabilities Mapping with search function Easily plugged in to any website for consumer facing applications (search and mapping)
Experience Assessment Tool Interactive Map TM
Rebecca LeHeup Executive Director (416) 644-3601 rebecca@ontarioculinary.com @OntarioCulinary