Issue link: http://tourismwpg.uberflip.com/i/715764
8 Tourism Winnipeg | 2017 Destination Marketing Plan & Partnership Opportunities LEADERSHIP AND FORESIGHT Having identified the economic opportunities, Tourism Winnipeg is implementing an integrated tourism development plan that will place Winnipeg in a more competitive position to grow the economy through tourism expenditures. In 2016, Tourism Winnipeg continued to hold meetings with stakeholders within the sectors of hospitality, arts and culture and attractions, as well as hosting a community engagement meeting with key stakeholders to introduce a new template for Request for Proposals and to elevate the quality of hosting clients on sites and familiarization tours. Tourism Winnipeg also participated in the Arts/Tourism Community Francophone Strategy meeting to advance collaboration for tourism promotion of the French community. DESTINATION PRODUCT DEVELOPMENT Tourism Winnipeg collaborates 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. In 2016, Tourism Winnipeg attended a Music Cities Conference with key stakeholders to explore best practices on promoting Winnipeg as a music city destination that has resulted in integration of Manitoba Music's live music events on tourismwinnipeg.com, and provided a panel discussion with stakeholders on how best to work with receptive operators. Tourism Winnipeg also participated in further discussion regarding an Aboriginal tourism strategy with The Forks North Portage Partnership and Parks Canada as well as meetings with Thunderbird House. RESEARCH AND DATA MANAGEMENT Tourism Winnipeg is improving its research and intelligence platform to more effectively report on tourism economics and to 2 0 1 6 - 2 0 1 8 M A S T E R T O U R I S M P L A N F O R W I N N I P E G The 2016-2018 Master Tourism Plan for Winnipeg is a living document intended to be a catalyst for growth. The strategies outlined in the Master Tourism Plan create opportunities to increase tourism initiatives and activities that will drive economic growth. The overarching outcome gained from Winnipeg's Master Tourism Plan is an increase in tourism visitation and expenditures, creating a greater return on investment for stakeholders, including the City of Winnipeg and the Province of Manitoba. The following is a summary of the major activities from the Master Tourism Plan that have been completed up to June, 2016. capitalize on new opportunities by delivering relevant information for its own use, as well as to industry partners and stakeholders. In 2016, Tourism Winnipeg served on the national research board for the Travel and Tourism Research Association Canada Chapter to engage in dialogue and support the tourism industry's research community. It is an active member of the "Cities Project Partnership," comprised of nine destination marketing organizations across Canada to obtain estimates of tourism volume and value from surveys conducted by Statistics Canada. MARKET DEVELOPMENT Tourism Winnipeg engages visitors through architecture, culinary adventures, culture, heritage, human rights education, outdoor signature experiences, vibrant entertainment and winter celebrations thus creating a portfolio of linked experiences that are memorable, rich in content and provide a sense of wellbeing. High-impact product descriptions and promotional imagery elevate the tourism experience in the visitor's mind through niche market experiences such as couples/romantic getaways, culinary, family/multi-generational travel, indigenous, Winnipeg's French Quarter, women, men, hipsters, LGBT (lesbian, gay, bisexual and transgender), student/youth, millennials, baby boomers/seniors and visiting friends and relatives. In 2016, Tourism Winnipeg developed a winter and a LGBT microsite, added a seasonality search function on tourismwinnipeg.com to elevate winter, revised the inventory of itineraries and neighbourhoods, updated the Winnipeg Tour brochure, updated the Loop walking circuit brochure and developed a French version, La Boucle; and strengthened its media and community relations for Peg City Grub blog through third-party articles and culinary events.