Issue link: http://tourismwpg.uberflip.com/i/632760
16 A Master Tourism Plan for Winnipeg | 2016-2018 » Sales calls on travel agencies, tour operators and affinity clubs » Excellence in servicing group tours by providing tour escort notes, pre-tour Winnipeg marketing materials to increase the number of tour participants, and in some cases, cooperative partnerships to promote Winnipeg as a packaged tour destination » Winnipeg Tour Connection A growing trend in destination management is destination marketing partnerships or consortiums among partners who have common missions or organizational purpose. Destination marketing partnerships are beneficial as they provide cost-sharing of marketing services, training and development, along with access to a greater number of markets, resources and expertise for mutual benefit. They also increase credibility by having key industry partners associated with them. Winnipeg Tour Connection is a private/public sector partnership with more than 30 partners committed to promoting Winnipeg as an attractive group and packaged tour destination. Tourism Winnipeg will continue to lead the travel trade partnership initiatives, provide a unified approach in attracting groups, optimize budgets and ensure the delivery of tours that are ideal for exploration, discovery and inspiration. Tourism Winnipeg will also collaborate with partners to develop experiential programs for groups, affinity clubs and the student | youth markets. » Student | Youth According to Student Marketing Youth Travel Consultancy youth, student and education travel is a growing industry despite the recent global economic downturn. In the 1990s it represented 15 per cent of the tourism market and increased to 20 per cent in the last decade and is expected to reach 25 per cent in the near future. This market is also desirable as young travellers form their future purchasing and travel patterns often based on their youth travel experiences. Tourism Winnipeg will lead discussions with stakeholders to develop a student | youth strategy in order to attract student | youth tours to Winnipeg. Themed student travel programs will feature history, human rights, performing arts and nature for school groups and service clubs that position Winnipeg as an attractive group tour destination. » Canadian Museum for Human Rights The Canadian Museum for Human Rights is Canada's newest national museum with a mission to enhance the understanding of human rights, to promote respect for others, and to encourage reflection and dialogue worldwide. The museum is a centre for transformation and action. Tourism Winnipeg will collaborate with the Canadian Museum for Human Rights and interested stakeholders to position the museum as a significant travel motivator. The Canadian Museum for Human Rights is a catalyst to attract new markets and opportunities that TRAVEL TRADE The Canadian Tourism Human Resource Council defines the travel trade sector as supporting the bookings and sales of travel. The bookings include all-encompassing tour packages, or as single bookings for individual travellers (FIT fully individual or independent traveller). There are three sub groups of travel trade including: » Retail travel agencies, who are brokers re-selling travel » Wholesale tour operators, who develop travel packages and sell them to travel agencies » Affinity clubs (clusters of people linked by common interest or purpose) that travel together as preformed groups, and either purchase travel packages or book travel themselves A changing demographic is affecting group travel as the new mature traveller demands shorter trips, more flexibility, choice and in-depth experiences than the senior citizen group tour of the past. Tour operators are responding to these trends by: » Introducing new products, such as shorter tours and special interest tours » Offering new destinations that provide different and unique experiences » Targeting different market segments, such as family travel, learning travel, etc. » Offering more experiential products » Taking smaller groups » Developing fully independent travel packages » Putting more focus on affinity clubs » Business Development Activities Tourism Winnipeg will collaborate with stakeholders to promote Winnipeg as a packaged tour destination to the travel trade by attending key trade shows and marketplaces. Relationship marketing will also include: » Internet marketing specific to the needs and interests of the travel trade for itinerary development, group-friendly facilities, etc. » Hosting the travel trade on site visits of Winnipeg to build itineraries, and create and/or expand packaged tours » Conducting call centre training seminars and sales calls on major tour operator consortiums