Issue link: http://tourismwpg.uberflip.com/i/1150172
Economic Development Winnipeg | Tourism Winnipeg 15 Mike Peters Travel trade The travel trade sector is lucrative as travel agencies, tour operators and affinity clubs (groups linked by common interests), provide destinations with a new customer base through their individual marketing reach and influence. There are three subgroups of travel trade: retail travel agencies that re-sell travel packages, wholesale tour operators that create travel packages and sell them both to travel agencies and directly to consumers, and affinity clubs that either purchase travel packages or are frequent/foreign independent travellers (FITs). Target markets Tour operators, motor coach companies, receptives (Canadian companies that organize tours for international tour companies), student/youth, affinity group planners and travel agents Geographic markets Primary Canada and U.S. Secondary International Tactics Tourism Winnipeg has developed strategic sales activities in collaboration with stakeholders to increase the number of group and packaged tours to Winnipeg. A focused sales approach with compelling messaging, an elevated presence at trade initiatives and client events, and further niche market itinerary development assist in meeting Tourism Winnipeg's specified goals and objectives. Industry collaboration Tourism Winnipeg will continue to collaborate with Travel Manitoba and industry stakeholders to support sales activities and marketing programs to increase the number of group and packaged tours to Winnipeg. Tourism Winnipeg will also encourage stakeholders to develop experiential experiences and identify public-facing performance venues for student music groups. Sales activities Tourism Winnipeg's sales activities include prospecting, in- person sales meetings, follow-up calls, distribution of sales kits, relationship building, direct mail programs, tracking, site inspections, familiarization tours and client servicing. A concerted effort has been made to increase prospecting calls to attract new business. Tourism Winnipeg will also increase its sales activities in the student/youth market. Winnipeg Tour Connection Tourism Winnipeg leads Winnipeg Tour Connection, a marketing consortium of 35 industry partners that represent destination marketing associations, hoteliers, attractions, transportation, events and tour companies. It provides a single identity for Winnipeg in the marketplace to increase recognition of the city as an attractive group and travel trade destination. Tourism Winnipeg manages Winnipeg Tour Connection initiatives with the goal of attracting new group and packaged tours, optimize marketing budgets and ensure the ultimate delivery of tours that are ideal for exploration, discovery and inspiration. Student/youth Tourism Winnipeg will expand its sales activities to attract student/youth tours to Winnipeg. Themed student travel programs that feature history, human rights, performing arts/music and nature will be developed for school groups and service clubs in order to present Winnipeg as an attractive tour destination. Intercept strategy Tourism Winnipeg will continue to implement an intercept strategy to increase overnight visits for travellers going to Churchill and across Canada. Tourism Winnipeg conducts tour operator sales calls, works with Churchill suppliers, and collaborates with VIA Rail and surrounding attractions to create packages to optimize extended stays. Familiarization tours Tourism Winnipeg will collaborate with Travel Manitoba and the broader tourism industry to co-host travel trade clients including teachers, tour operators, affinity groups, etc. Tourism Winnipeg will also lead in the development of customized familiarization tour itineraries that showcase the city's best group and packaged tour attributes.