Tourism Winnipeg

expansion, Assiniboine Park Conservancy, Canadian Museum for Human Rights, direct air access, national hotel brand attraction and wayfinding, will contribute to the growth of the tourism industry. In 2012, Tourism Winnipeg collaborated with stakeholders to identify and encourage tourism growth through innovative opportunities, develop an inventory of green tourism products and services, and hold roundtable workshops to develop experiential tourism products and itineraries. Experiential tour products were also integrated into marketing and communications activities as opportunities arose. Tourism Winnipeg promoted new tourism products, collaborated with the Winnipeg Airports Authority to expand air routes and access, as well as supported stakeholders and investors by working to attract national hotel brands. RESEARCH AND DATA MANAGEMENT Tourism Winnipeg will evolve its research platform to effectively report on tourism economics, delivering relevant information for its own use and industry partners or stakeholders. Destination research will include visitor profiling, tracking and satisfaction/experience surveys, enquiry tracking conversion studies and analysis, economic impact analysis, focus groups on image perceptions, return on investment of marketing activities, sales performance measures, mystery shopper evaluations, competitive destination analysis, stakeholder and resident surveys, and web analytics. In 2011, Tourism Winnipeg developed a new research and data management platform. The platform increased data collection and analysis, produced a detailed, comprehensive Winnipeg Visitor Profile, created a Tourism Sector Profile, developed a biannual Barometer Report that provides current economic performance indicators including tourism statistics, analysis and industry trends, as well as upheld its accreditation requirement to measure internal operations and productivity for Destination Marketing International Association's accreditation program. In 2012, Tourism Winnipeg developed a series of satisfaction surveys to gain insight into the needs of Winnipeg's visitors, and to better assess visitor experiences. MARKET DEVELOPMENT Tourism Winnipeg will engage visitors in the following signature experiences creating a portfolio of linked experiences that are memorable, rich in content and provide a sense of well-being. Architecture, cuisine, culture, heritage, human rights education and outdoor exploring experiences will create fond memories, foster positive word-of-mouth advertising, networking and encourage repeat visits. High-impact product descriptions and promotional imagery will portray niche market experiences such as aboriginal, college/ university town, lesbian, gay, bisexual and transgender, Old St. Boniface, religious, responsible tourism shopping, soft adventure, spectator sports/entertainment, travel learning, visiting friends and relations, voluntourism and weather seasonality that will elevate the attractiveness of the tourism experience in the visitor's mind. A Master Tourism Plan for Winnipeg | 2011-2015 | 2013 UPDATE In 2011, Tourism Winnipeg developed a series of itineraries and trails that have been integrated into marketing and communication plans and initiatives. They included: 101 Things To Do in Summer, 101 Things to do in Winter, Neighbourhood Project, highlighting the top five things to see and do in 23 Winnipeg neighbourhood districts; as well as created 24 experiential itineraries such as what to do in Winnipeg in up to four days, arts and culture, the French Quarter, Guys Weekend Out and a Romance itinerary. In 2012, Tourism Winnipeg focused its activities on updating all itineraries, showcasing Winnipeg's signature experiences such as culture and human rights education, as well as launching a comprehensive strategy to elevate Winnipeg's culinary scene with a variety of marketing and communication initiatives. Tourism Winnipeg collaborated with Culture on Every Corner, the Canadian Museum for Human Rights, Tourisme Riel, LAMBDA (Manitoba's Gay and Lesbian Business Association) and launched PegCityGrub.com, a culinary food blog aimed to position Winnipeg as a foodie destination. SALES AND SERVICING Tourism Winnipeg will build market segment platforms with quantifiable activities that lead to fully measurable results. Sales activities will be developed for the meetings and conventions, sports and special events, travel trade and leisure visitor segments in order to increase tourism to the city of Winnipeg. Performance reporting standards will adhere to the guidelines set out by Destination Marketing Association International. » Meetings and Conventions Winnipeg's central geographic location, competitive pricing, sound infrastructure and strong relationships with association executives and meeting planners contribute to Winnipeg's success in attracting meetings and conventions. In addition to the sales and marketing efforts to tap into the Ottawa and Toronto regions, Tourism Winnipeg, Team Winnipeg and interested stakeholders will leverage its assets such as the Canadian Museum for Human Rights, Winnipeg Convention Centre expansion, etc. in order to target aboriginal, architecture, citywide conventions, religious, post-secondary education and human rights meetings and conventions in order to achieve greater results Tourism Winnipeg will also engage Winnipeg's business leaders and managers, medical and academic research communities in order to attract meetings and conventions to Winnipeg. Local board appointees of regional and national associations and corporations will also be targeted. In 2011, Tourism Winnipeg enhanced its direct sales platform and lead-generating activities to attract meetings and conventions. Tourism Winnipeg collaborated with key stakeholders to advance Winnipeg as a meeting and convention destination in the association, federations, societies, aboriginal and religious market segments. 41

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