Published on March 11, 2014
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
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
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2205 Otter Point Road, Sooke Phone: 250-642-1634 Fax: 250-642-0541 email: email@example.com website: www.sooke.ca ... District of Sooke_AGM_3x7_27.indd