Sooke AGM

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Published on March 11, 2014

Author: TourismVictoria

Source: slideshare.net

Description

Presentation created by President & CEO Paul Nursey and delivered at the 2014 Sooke Annual General Meeting.

Tourism Victoria Prepared: February 14, 2014 Paul Nursey

Tourism Victoria’s Vision “Tourism Victoria will be internationally recognized as a leader in sustainable tourism development ensuring Greater Victoria remains one of the top destinations in the world”

The Tourism Ecosystem

Global Context • Annual Growth of 5-6% in Arrivals • Canadian Growth of roughly 2% • Greater Victoria experienced similar growth in 2013

Big Trends • Experiential tourism: Higher yield & deeper connection with community and place • Rise of Asia: Independent travel & China starts cruising • Youth and Boomer travel simultaneously • Global growth in aviation

Marketplace: Look Forward

Exchange Rate: A Deeper Dive Some Recent Challenging Years Even With Softer Canadian Dollar

Customer Expectations Investment in plant and infrastructure are vital as today’s customer has higher expectations than yesterday’s customer. Standing still is not an option.

The Importance of the First Visit 70%+ of Customers will eventually repeat Role of Social Media Vital Role of Introducing the Destination, Sharing and Disrupting the Competition

Agile Data Driven Marketing

Local Context

Importance • $1.9 Billion contribution to the regional economy • Over 20,000 direct jobs in Greater Victoria • Canada’s number 1 service sector economy

Marketing Target – Ring of Wealth

Why is Destination Marketing Important? ROI > 50:1 Source: University of Minnesota

Role of Investment • Tourism revenue can never be taken for granted • Competition is fierce • 2013 One Strong Year • Still recovering from 2007/2008

Tourism Drives Trade • New research demonstrates causal relationship • Pioneered in South Korea in 2011 • Study replicated in Canada in 2013 • Just 1% growth in arrivals would drive $817M incremental exports

Thank-You

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