Good Afternoon!
1
…the Turtle or the Hare: FedNor’s Role in Promoting Ecotourism in Northern Ontario North American Ecotourism Conference 2007 September 27, 2007, Jane Karhi, FedNor
Outline • Who We Are… • Tourism in Northern Ontario… • FedNor’s Tourism Strategy – Approaches to Ecotourism…
3
Who We Are… • Regional economic development “initiative” • Mandate: Job creation, diversification, sustainable communities / attractions • Tourism: Share jurisdiction with the Province / “leading from the side”
4
Tourism in Northern Ontario •840,000 people •90% land mass •12% tourism •10% Native Americans
5
Tourism in Northern Ontario 9.8 Million Visitors $1.7 Billion Hotels Restaurants/Stores Tourism Attractions/ Outfitters 18,000 Direct Jobs 3 in 5 Visits Outdoor Activities 6
FedNor’s Tourism Strategy 1. Strengthening decision-making 2. Developing Product: improve existing, new and innovative and viable clusters 3. Marketing with the power of the Internet
7
FedNor’s Tourism Strategy 1. Support strong tourism industry decisionmaking through increased access to tourism consumer research, relevant planning tools, and professional development opportunities. • Eco-North 2002/2004 Éco-Nord Conferences 9 Ecotourism to nature-based tourism 9 Exclusiveness to inclusiveness • Foundation building…one step at a time 8
FedNor’s Tourism Strategy 2. Support development of tourism product to meet consumer demand through strengthened, refreshed and repositioned existing offerings, new and innovative products, and viable tourism clusters stimulating economic growth. • Product alliances, e.g., Paddling Ontario • Attractions • Leap of faith º industry realities 9
FedNor’s Tourism Strategy
www.eaglesearth.com 10
FedNor’s Strategy 3. Support bringing the Northern Ontario tourism product to market to increase visitation through consumer-based, panNorthern, and regional marketing efforts, leading with the power and reach of the Internet. • Marketing clutter, competing brands, all things to all people, scarce resources • Lead with our strength º nature-based 11
What is tourism?
www.ontariooutdoor.com 12
Conclusion • • • •
Incremental Change Inclusiveness Patience Respect the Realities www.fednor.ic.gc.ca 13