Huron Tourism : RTO Presentation

COLLABORATION

Huron, Perth, Waterloo, Wellington

Marketing Mission More compelling ¨ More experiences to draw people ¨ More often, for longer stays and from farther away ¨

Ontario Tourism Picture Sobara Report: ¨ Need to be competitive internationally n

Falling behind

Huge area and diversity = difficult to cohesively brand ¨ Goal to double tourism in 10 years ¨

Remarkable Outcome…

Set up RTO s (13) ¨ Incubator model – encourage raw entrepreneurship and see what evolves and thrives ¨ Adequately funded for capability ¨ Make voice of industry – volunteer board ¨ Decentralized (regional focus!) ¨

RTO4 How did we get here? ¨ Regional

consultations ¨ 4 counties/7 DMO s ¨ Key Recommendations: ¨ More

packaging ¨ More partnering ¨ More marketing

Goal + Strategy ¤ Grow

tourism receipts by 25% over three years.

By… ¤ Increasing overnight visits/length of stay. ¤ Making it easy to buy and easy to sell: n Packaging n Central

experience-based portals + e-commerce n Edgy, targeted communication campaign

Niagara Falls #1 DG ¨ Do what? ¨ Visitation ¨

DG Themes 1.

2.

3.

4.

5.

Heritage Towns Theatre/culture Outdoor Motor Sports Agri-culinary

Lead Components Many km’s of warm water beaches =sunsets ¨ Stratford Festival, Drayton’s 4, Blyth ¨ African Lion Safari ¨ St. Jacobs, Mennonite and Amish experiences ¨ Heritage towns and Inns including Elora, St Jacobs, Stratford and Bayfield ¨

Lead Components Nationally significant Grand River >settlement, fishing ¨ Langdon Hall ¨ West Montrose covered bridge (1 of 2 in ON) ¨ Mtn biking top trails ¨ The #1 Cdn motocross event - Walton ¨ Rolling pastoral scenery ¨

RTO4 Product Packaging and Storytelling +/- 40 packages ¨ Essentially experiential rather than destination focussed ¨ The message = Come to this area for a really great experience/stay ¨ Emotion=involvement, immersion, interaction ¨

Theatre

Outdoors

Heritage Towns

Stra)ord (5)

Beaches (3)

Amish Mennonite (2)

Drayton (3)

Camping (3)

Heritage Inns (6)

Signature Fes8vals (4)

Birding (1)

Heritage Towns (4)

Fly Fishing (2)

Signature Heritage Tour (1)

Mountain Biking (3)

Heritage Tour Route (1)

Road Cycling (3)

Agri-­‐Culinary Savour Stra)ord (2)

Motorsports Walton Motocross (1)

RTO4 Booking Engine You must be online…Most travel research and many purchases are done online ¨ Region-wide tie in to DG s and bundling ¨ Making easier to buy – easier to sell ¨ All heavy lifting done through RTO4 ¨

Entry Points Marketing $

Consumer

Activity

Property Microsite

Single Supplier Package

DMO Local Package

RTO4 Meridian Reservation System

RTO Region Package

Communication Programme New markets/ farther reach ¨ Highly targeted ¨ The offer of really great experiences ¨ Change the way people think about and book travel > creative, raw, new ¨ Well funded ¨

Accomplish Goal: 25% increase in receipts ¨ Develop the Tourism Market with deeper, more compelling experiences to draw more people, more often, for longer stays and from farther away ¨ M e a s u r e ! ¨ Track, refine, repeat ¨

Thank you!

RTO4 Inc.