A Master Tourism Plan for Winnipeg | 2011-2015 | 2014 UPDATE
4 Background
4 Visitor engagement today
4 rationale
5 Challenges
6 the Vision
6 Destination management
7 ExEcutivE Summary
10 introduction
10 Positioning statement
10 mission statement
11 goals and objectives
11 LEadErShip and ForESight
11 tourism Advocacy
11 strategic Partnerships
12 tourism Branding
12 dEStination product dEvELopmEnt
12 innovation
13 green tourism | sustainable tourism
13 experiential tourism
13 Clustering and Packaging
14 Physical Plant
15 rESEarch and data managEmEnt
15 Destination research
16 sector Analysis
18 Visitor Profiles
18 Customer segmentation
20 LEiSurE markEt dEvELopmEnt
21 signature experiences
22 niche market segments
25 SaLES and SErvicing
25 meetings and Conventions
27 sports and special events
28 travel trade
29 Visitor servicing
30 intEgratEd markEting communicationS
30 Public relations
31 travel media
31 Advertising and Promotions
32 Digital marketing
34 Collateral Development and management
35 community rELationS
35 Community engagement
36 Workforce Development
37 FinanciaL rESourcES
37 funding and investment
37 financial incentives
38 organizationaL dEvELopmEnt
38 Destination marketing Accreditation
Program Designation
38 Corporate responsibility
39 Professional Development
39 concLuSion
40 Summary oF thE rESuLtS oF thE
2011-2015 maStEr tourSim pLan
45 indEx
tABle of Contents
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Winnipeg Art gallery: Canadian tourism Commission
