OCTOBER GROW THE COAST BOARD PRESENTATION S TRATEGIC R EGIONAL T OURISM P LAN 1 Photos supplied by North Cape Coastal Tourism Area Partnership
GROW THE COAST Strategic Regional Tourism Plan Overview • A strategic tourism plan for North Cape Coastal Drive • Prepared based on feedback from industry, business, community and government leaders • Action-oriented focus for the next 3 to 5 years • With a focus on experiential product development • Led by North Cape Coastal Tourism Area Partnership • STAR (Strategic Tourism Areas and Region) process funded by Tourism Atlantic (ACOA) and Province/Tourism PEI • MRSB was engaged to work with the Working Committee and NCCTAP to develop this plan 2
GROW THE COAST Strategic Regional Tourism Plan Working Committee • Jeannita Bernard (Chair) Observers • Alex Clark • Mitch Shea • Amanda Barlow • Shelley Clark • Anne Arsenault • Janet Wood • Eric Wagner • Jamie Thomas • Jeff Noye • Moyna Matheson • Scott Smith • Mitchell Rennie 3
GROW THE COAST Strategic Regional Tourism Plan Why do we need this plan? • Build on strengths and define gaps • Define a clear shared vision for regional tourism • Create a roadmap to work towards that vision • Support growth and sust stainabi inability ity of regional tourism • Encourage and support each other • Align our priorities with province-wide tourism strategy • Buildi ding ng capacit ity with thin in the region on 4
GROW THE COAST Our Process to Develop and Implement this Plan STAGE E 1 STAGE E 2 STAGE E 3 STAGE E 4 STAGE E 5 STAGE E 6 STAGE E 7 STAR Start Up Introduction Visioning, Regional Draft Plan Final Plan and Follow-Up and Regional to STAR and Bench- Consultations Presentation Implement- and Interim Research Site Visit marking and (April) and Capacity ation (June Reporting (September (Nov – Feb) Idea Building onward) (November to December) Generation Session 2018 and (March) Launch (May) April 2019) • Preparation • Commun unity ty • Stakehol keholder er • Regional • Draft Strategic • Final al plan n • November Meet etin ings gs in Sessi ssion on #2 Tourism Regional Tourism approved roved and 2018 Interim • Research 3 Areas (Jan) (Mar arch h 21 st st )* )* Survey/feedback Plan (actions, receiv ived ed report and • Working responsibility, capacit ity • Regional Tourism • Summary and • Coffee ee • Implementation Committee timelines, build ldin ing g Inventory Communications shop/ p/in info formal rmal focus measures of discussions/ • April 2019 final • Online survey success) • Summary and communications report Communications • Stakehold keholder er • Stakehold keholder er • Summary and Sessi ssion on #1 Sessi ssion on #3 - communications (Feb b 21st)* )* Pres esen entat tation on of Draft ft Plan an (End of • Summary and May) Communications • Summary and communications 5
GROW THE COAST What Did We Do? • Detailed background research and development • Regional industry leadership representation on the Working Committee which met periodically throughout the process • Approximately 50 stakeholders participated in consultations during a tour of the region • Regional tourism inventory developed based on consultant research, Working Committee input and stakeholder feedback • 71 regional stakeholders participated in three Community Sessions held in Abrams Village, Mill River, and Summerside • 36 regional stakeholders responded to an online survey that included questions about Tourism Atlantic (ACOA) Sustainable Tourism Screening Tool 23 regional stakeholders participated in a planning session in February, building on the feedback received to-date 6
GROW THE COAST Alignment within Regional and Provincial Destination Visions The Grow The Coast Strategic Regional Tourism Plan has been developed with the intent of aligning with: • The Provincial Destination Vision 2021 Strategy – and priorities related to soft adventure • Tourism Atlantic/ACOA priorities • Tourism Summerside, Evangeline Tourism Region, Lennox Island First Nation, municipalities, and other tourism priorities 7
GROW THE COAST Vision North Cape Coastal Drive is recognized for its awe-inspiring natural beauty, rich culture and entertainment, and unmatched Island hospitality that combined, create an unforgettable coastal experience • Recognized – locally, across the province by influencers, visitors, and the general public. Everyone has to work together as a region to become more recognized • Untouched natural beauty – including but not limited to, beaches, sand dunes, tides, cliffs, and reefs • Rich culture and entertainment – strong cultures (Celtic, Acadian, Mi’kmaq, Irish), authentic and experiential tourism, iconic tourism products, increased activity/day and evening activity • Island hospitality – involving continual improvement through training, workforce development, local residents and “ask a local” programs, and the true Island experience 8
GROW THE COAST Strategic Pillars Strategic priorities have been positioned into four pillars: #1 Region onal al Leader adersh ship ip and d Commitm mitment nt To successfully achieve growth over the next five years, the region as a whole, from Summerside to North Cape and everything in-between, must work together toward a shared vision and goals. Building tourism community commitment and buy-in that supports growth, investment and greater awareness of the region is essential. #2 Incr crease ease Destina nati tion on Awa warene eness ss Visitors will stay longer and spend more in the region if they perceive that there is lots for them to do. An important priority for NCCD is to change perceptions and increase awareness of all that is available in the region. Over the next five years, the region will look to close the gap between the average visitor party spend per visit in NCCD and in PEI. NCCD needs the support of tourism operators, staff, local residents, regional and provincial tourism partners, and other influencers to support theses efforts. 9
GROW THE COAST Strategic Pillars #3 Destina nati tion on Deve velop lopmen ent While the region has much to offer, continual development of the destination is a priority for the next five years. This includes ensuring there is a variety of activity throughout the day as well as into the evening in order to ensure visitors stay for the night. An important objective is for visitors to stay longer. #4 Quality y Visitor tor Exper erienc ences s Visitors seek high quality experiences and there is a strong desire and need within the region to enhance the quality of experiences in order to have a substantial impact on visitation and spending. As shared during the regional stakeholder sessions, tourism operators need to raise the bar! Training, funding and others supports are necessary to effectively impact NCCD tourism. 10
GROW THE COAST Goals • Increase overnight visitation • Increase in tourism spending • Increase in local business revenue • Increase June and September visitation • Increase tourism investment • Well-trained workforce • Increase in digital marketing • Increase regional leadership • Increase awareness of NCCD as a tourism destination by residents • Sustainability (environment, social, economic) 11
GROW THE COAST Pillar 1: Regional Leadership and Commitment • Engage ge opera rator ors s and entrep epren eneu eurs s in growin wing the industr try y including through the implementation of the strategic priorities identified in this plan • Work rk wi with tou touri rism sm leader ership hip organi anizat ations ons to to suppor ort t the growth owth of tou touri rism sm in North h Cape Coastal al Drive including Tourism Summerside, Evangeline Tourism Association, Lennox Island First Nation, Tourism Industry Association of PEI (TIAPEI), and Tourism PEI • Work rk with the Touri rism sm Indust stry Associ ciat ation on of PE PEI to to advoc vocat ate e for reduced uced red tape and to to make it easier er for entrep epren eneu eurs s to to do busines ess s • Share e visitor or inform rmati tion, on, destina nati tion on measur uremen ents, ts, and other r market et resear search ch with regi giona onal to touri rism sm stakehold older ers, s, wor working g with Tourism rism PE PEI 12
GROW THE COAST Pillar 2: Increase Destination Awareness • Build a c compe pelling ng and memorab rable le brand for North h Cape Coastal Drive. This brand must be relevant to the region and should be shared by tourism partners as part of the North Cape Coastal Drive. Engage industry and operators in the development of this brand • Enhance nce the online e pres esen ence ce of the regi gion n throug ugh h NCCTAP P and opera rator ors s • Crea eate e a p profes essi siona onal market eting ing plan that suppor orts ts an optimal return urn on marketing investment and showcases the region’s priorities • Promote and enhance “Local” campaigns including a Telling Our Stories series and a n new Locals s Know initiative invo volvi lving ng employ oyee ee ambass ssad ador ors s 13
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