TOURISM NOVA SCOTIA INFORMATION & OPPORTUNITIES October 11, 2018 Presented by Tourism Nova Scotia To South Shore Tourism Industry Stakeholders 1
TODAY’S DISCUSSION • Tourism Nova Scotia Overview • Marketing • Development • Visitor Insights 2
TOURISM INDUSTRY GOAL (2014) $4 billion by 2024 3
TNS MANDATE • Achieve tourism growth in the province and maximize the value of tourism to the economy. • Develop and implement a long-term strategy for tourism to drive sustainable tourism in the province that delivers growth and profitability in the tourism sector, provides economic benefit to the province, and is consistent with the province’s strategic priorities. • Communicate and collaborate with communities, private industry, and the tourism industry in the province. Tourism Nova Scotia Act (May 4, 2015) 4
APPROACH • Aligned with provincial government priorities • Export-focused • Research-based decisions • Visitor trends • Outcome-driven • Partnership and collaboration 5
4 PILLARS OF OUR STRATEGY 6
WHAT WE DO Marketing • Direct-to-consumer • Travel Trade • Travel Media and Influencers Sector Development • Experience Development • Business Development Corporate Services & Operations • Communications • Research, Strategy and Policy • 6 Provincial Visitor Information Centres • Contact Centre • Literature Distribution 7
ROLE CLARITY PARTNER ROLES • Market Nova Scotia outside of Atlantic Canada • Work with industry to develop experiences that Tourism Nova Scotia motivate travel and improve Nova Scotia’s competitiveness as a tourism destination • Close the sale • Drive repeat visitation Industry • Invest in product • Deliver world-class experiences • Partner with industry for destination development and regional marketing Community • Visitor servicing • Consider policy agenda in support of goal Government • Infrastructure, investment • Advocacy of industry’s issues • Industry training, certification and quality TIANS/THRC 8 enhancement
OUR MARKETING APPROACH 9
PRIORITY MARKETS USA INTERNATIONAL CANADA Northeast United Kingdom Ontario Mid-Atlantic Germany Quebec China 10
WHO WE’RE TARGETING MID-TERM FOCUS IMMEDIATE FOCUS Cultural Authentic Free Experiencers Explorers Spirits 11
AUTHENTIC EXPERIENCERS 12
CULTURAL EXPLORERS 13
FREE SPIRITS 14
NORTH AMERICA • Advertising Campaign • TV • Digital (social media, search engine marketing, display, video) • Out-of-Home (ie. billboards) • Promotional partnerships (Les Chefs!) • Travel media and influencers 15
2018 CAMPAIGN HIGHLIGHTS 16
OUT-OF-HOME 17
SOCIAL ADVERTISING • Channels: Facebook, Instagram, small test on Pinterest • Primarily video ad units, optimized for maximum engagement • Video content: • Campaign videos • 15 second videos created from the Inspiring Content Program and EXCELLerator Program 18
AMAZING PLACES TO EAT LOBSTER 19
TRAVEL MEDIA & INFLUENCERS • In 2018 familiarization and media tours visited: • Good Cheer Trail & Lobster Trail participants • Peggy’s Cove • East Coast Outfitters • Blue Rocks (Pleasant Paddling) • Shelburne County Museum & Dory Shop • Lunenburg Arms • Oak Island Resort • Mersey River Chalets • White Point Beach Resort • Brigantine Inn 20
OVERSEAS • In-market representatives • Travel trade • Travel media & influencers • Advertising partnerships with Destination Canada & Atlantic Canada • Advertising partnerships with Halifax International Airport Authority and airlines in Germany, UK 21
INDUSTRY MARKETING OPPORTUNITIES 22
NOVASCOTIA.COM 23
DOERS & DREAMERS GUIDE • Official trip planning guide (online flip book and printed guides) • 190,000 English & 25,000 French copies printed in 2018 • Advertising opportunities, special co-op ad rates available for regions and municipalities 24
SOCIAL MEDIA ENGAGEMENT • #VisitNovaScotia • #NovaScotiaEats • #NSLeafWatch • #CanadaChat 25
INSPIRING CONTENT PROGRAM • Create high quality video and images that can be used by you and TNS • 6 partners to-date from South Shore • Lunenburg Board of Trade • Develop NS • White Point Beach Resort • Chester • Region of Queens • Quarterdeck Restaurant & Villas 26
DIGITAL MARKETING PROGRAM • Partner with us to develop and implement customized digital marketing campaign (social advertising, SEM, display and video advertising) • 21 partners in 2018 • Oak Island Resort • South Shore Tourism Cooperative • White Point Beach Resort 27
DEVELOPMENT 28
WHAT ARE EXPERIENCES? Experiences are unique, hands-on activities where a visitor learns something by doing something with someone who lives here • Unique experiences set Nova Scotia apart • Connect visitors to Nova Scotia and its people, such as the chefs, fishers, farmers, artisans, guides, musicians, and storytellers • Offer added value to an activity, which visitors will pay a premium for — increasing tourism revenues 29
WHY CREATE EXPERIENCES? 1. Setting Yourself Apart • Attract visitors to your site over other options 2. Growing Demand for Your Business: • Increase demand during slower times, quieter days, or extending season 3. Increasing Revenue • Higher-value offerings that encourage extended length of stay • Create unique memories — visitors want to return 4. Leveraging Marketing Opportunities • Something new to highlight (website, social media, TNS channels) • Visitors share their memories 5. Attracting New Visitors • New customers and new reasons to visit
WORLD-CLASS EXPERIENCES • Icons, most competitive differentiators • Create new purchasable visitor experiences • Motivate travel • Increase profile, create buzz and media coverage
WORLD-CLASS EXPERIENCE EXCELLerator PROGRAM • 29 participants to-date • 7 new participants in 2018 • Candlebox Kayaking • Fox Harb’r Resort • Vision Air Services • Lunenburg Walking Tours • La Société Promotion Grand-Pré • Avondale Sky Winery • The Keeper’s Kitchen at Cape Forchu Lighthouse 32
STELLAR BEACH FEAST $260 per person
SEA-TO-TABLE LOBSTER ADVENTURE $592 per person
LAHAVE ISLANDS GLAMPING ADVENTURE $749 per person/ $1049 per person
LOBSTER FEAST & PEGGY’S COVE ADVENTURE $250 per person
GREAT CANADIAN LOBSTER FISHING FEAST $699per person/ $857single
PRIVATE ISLAND YURT FOR TWO $600 single/ $899per couple
PRIVATE ISLAND YURT FOR TWO 39
TOURISM REVITALIZATION OF ICONS PROGRAM (TRIP) • $6 million over three years (2018-2021) for infrastructure to enhance visitor access and experiences, and help motivate travel to the province • Icons • “must - see” destinations that help motivate travel to the province • differentiate Nova Scotia from destinations around the world • 5 iconic sites: • Bay of Fundy - $750,000 • Cabot Trail - $1 million • Halifax Waterfront - $ 1.5 million • Lunenburg - $750,000 • Peggy’s Cove - $2 million 40
MENTORING & COACHING • Starting & Enhancing Your Tourism Business • Starting & Operating Accommodation/Campground • Experience Development & Using Explorer Quotient • NovaScotia.com & Doers & Dreamers Travel Guide • Listings & Packages/Experiences • China Readiness Program • Travel Trade Readiness • Research • Barberstock photo/ video database 41
TOURISM REVENUES 42
TOURISM REVENUES Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes . These people are called visitors (residents or non- residents) and tourism has to do with their activities, some of which imply tourism expenditure. 43
TOURISM REVENUES Are the measure Measure progress of the economic towards the $4 impact of billion goal. tourism. 44
TOURISM REVENUE CATEGORIES • Accommodations. • Food and beverage. • Transportation. • Travel agency and other reservations services. • Cultural services. • Recreation and entertainment. • Other travel-related purchases. 45
TOURISM REVENUES • Cross several sectors. • Comprise a portion of receipts associated with a sector. • Are based on visitor-reported spending. • TNS develops estimates of tourism revenues using internal data and Statistics Canada data. 46
TOURISM REVENUES NS Residents Non-Residents Total 47
TOURISM REVENUES Map showing regional allocation 12% 15% 8% 52% 1% 3% 9% 48
VISITOR INSIGHTS 2017 Visitor Exit Survey 49
VISITOR EXIT SURVEY • Profiles non-resident overnight visitors to Nova Scotia. • Trip purpose • Visitor spend • Areas visited • Activities • Satisfaction • Survey response cards direct non-resident overnight visitors to complete an online survey. • This presentation focuses on the South Shore region. 50
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