Tourism Winnipeg

TW Winnipeg International Jazz Festival : Dan Harper i Appendix A The following list highlights the major activities Tourism Winnipeg completed since 2011, along with a summary of the related goal and vision outlined in the Master Tourism Plan for Winnipeg. This plan sets the direction for the sales and marketing activities of Tourism Winnipeg, and is aligned with the tourism vision for the city of Winnipeg. Summary of the Results of the 2011-2015 Master Tourism Plan BACKGROUND The 2011-2015 Master Tourism Plan for Winnipeg is a living document intended to be a catalyst for growth. The strategies outlined in the Master Tourism Plan create opportunities to increase tourism initiatives and activities that will drive economic growth. The overarching outcome gained from Winnipeg's Master Tourism Plan is an increase in tourism visitation and expenditures, creating a greater return on investment for stakeholders, including the City of Winnipeg and the Province of Manitoba. The Vision As a result of attending Destination Marketing Association's International Conference in 2010, Tourism Winnipeg was inspired to create a Master Tourism Plan for Winnipeg. Upon return from the conference, Tourism Winnipeg held an industry SWOT session with more than 100 stakeholders to identify the state of the tourism industry, and to determine where stakeholders felt Winnipeg's strengths lay. The 2011-2015 Master Tourism Plan for Winnipeg was developed based on the outcomes of the industry session, and launched in 2011. In 2011, Tourism Winnipeg produced the "Value of Tourism" video showcasing the impact of the tourism economy and the benefits it provides for the city of Winnipeg. Additionally, Tourism Winnipeg held regular meetings with industry stakeholders and enhanced activities with key tourism partners. In 2012, Tourism Winnipeg hosted a Master Tourism Plan workshop to weigh in on the plan's progress, provide opportunity for dialogue on potential updates and validate the direction of the plan. During the last two years, Tourism Winnipeg began the development of a brand strategy creating market-specific messaging for the various tourism markets, including call-toaction tag lines such as "Visit Winnipeg, Winnipeg – Small Town Friendly, Big Town Fun", "Winnipeg – Be Here and Be Transformed", and "Winnipeg – Little Big City". All of these tag lines were supported with collateral publications and web graphic imagery that helped to enhance Winnipeg's appeal as a destination. LEADERSHIP AND FORESIGHT Having identified the economic stakes, Tourism Winnipeg is implementing an integrated tourism development plan that will place Winnipeg in a more competitive position to grow the economy through tourism expenditures. DESTINATION PRODUCT DEVELOPMENT Tourism Winnipeg will collaborate with stakeholders to develop programs, such as industry workshops and roundtable discussions that encourage industry partners to transform traditional products and services into unforgettable experiences. The development of facilities and services, such as the Winnipeg Convention Centre 40 A Master Tourism Plan for Winnipeg | 2011-2015 | 2013 UPDATE

• Cover