Issue link: http://tourismwpg.uberflip.com/i/632760
2016-2018 | A Master Tourism Plan for Winnipeg 3 ABOUT MASTER TOURISM PLANNING Master tourism plans are a topic and subject of study in tourism marketing courses at colleges and universities. Master tourism plans are trending, and several cities have developed or are in the process of developing master tourism plans as the value of an overall destination marketing plan is being acknowledged and recognized. Alastair M. Morrison, a Distinguished Professor Emeritus specializing in tourism in the School of Hospitality and Tourism Management at Purdue University, listed the 2011-2015 Master Tourism Plan for Winnipeg as one of three North American examples of a tourism organization that has a coherent strategy for tourism marketing and destination development in his textbook, Marketing and Management of Tourism Destinations. Winnipeg's Master Tourism Plan is reliant on the overarching principles of destination management, which means managing five key elements, including: destination offerings, visitor mix, marketing communications, advocacy and destination partnership formations. The Master Tourism Plan for Winnipeg is a living document intended to be a catalyst for growth. The strategies outlined in Winnipeg's Master Tourism Plan create opportunities to fundamentally increase tourism activities and initiatives that will drive economic growth. The overarching outcome gained from Winnipeg's Master Tourism Plan is an increase to tourism visitation and expenditures, creating a greater return on investment for multiple stakeholders including the City of Winnipeg and the Province of Manitoba. Winnipeg Skyline: Dan Harper Canadian Museum for Human Rights: Lindsay Winter Winnipeg James Armstrong Richardson International Airport: Gerry Kopelow