Issue link: http://tourismwpg.uberflip.com/i/134953
Lunch on a patio: Canadian Tourism Commission executive summary BACKGROUND Winnipeg's Master Tourism Plan positions the city for tourism growth. The document outlines a variety of opportunities that will contribute to increasing visitation to Winnipeg. LEADERSHIP AND FORESIGHT Having identified the economic stakes, Tourism Winnipeg is implementing an integrated tourism economic development plan that will place Winnipeg in a more competitive position and grow the economy through tourism expenditures. Winnipeg's Master Tourism Plan, to be implemented over the next five years, is the first step towards creating an overarching tourism plan for the city as a whole. 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 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. 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 A Master Tourism Plan for Winnipeg | 2011-2015 | 2013 UPDATE 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. 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. 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. 7