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Update on 2012 Visitor Services Goals Update on 2012 Visitor Services Goals Update on 2012 Product Development Goals Update on 2012 Product Development.

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Presentation on theme: "Update on 2012 Visitor Services Goals Update on 2012 Visitor Services Goals Update on 2012 Product Development Goals Update on 2012 Product Development."— Presentation transcript:

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2 Update on 2012 Visitor Services Goals Update on 2012 Visitor Services Goals Update on 2012 Product Development Goals Update on 2012 Product Development Goals Update on 2012 Marketing Goals Update on 2012 Marketing Goals Overview of 2013 Marketing Goals Overview of 2013 Marketing Goals

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4 Consultant to be hired and go forward plan developed Consultant to be hired and go forward plan developed awaiting final review 2012 season and findings awaiting final review 2012 season and findings Increase the number of visitors to our VICs by 10% Increase the number of visitors to our VICs by 10% 18% increase achieved 18% increase achieved Conduct one Industry and one Travel Counsellor Fam Tour. Conduct one Industry and one Travel Counsellor Fam Tour. VIC Familiarization Tour – 27 operators provided insight to our 22 participants on what visitors will see and do in Cape Breton VIC Familiarization Tour – 27 operators provided insight to our 22 participants on what visitors will see and do in Cape Breton For the first time we used a bus for the FAM tour and were able to use drive time by having operators and product groups do presentations on the bus while we travelled. For the first time we used a bus for the FAM tour and were able to use drive time by having operators and product groups do presentations on the bus while we travelled. Core VIC staff participation in Storytelling Workshop Core VIC staff participation in Storytelling Workshop Completed. Completed. Core VIC staff given additional technology training Core VIC staff given additional technology training Completed Completed

5 Collect data on what collateral our visitors want and use Collect data on what collateral our visitors want and use See next slide for details See next slide for details Marketing and Visitor Services developed online fulfillment package to meet enquiries year round Marketing and Visitor Services developed online fulfillment package to meet enquiries year round Completed Completed Conducted one industry professional development sessions to reinforce a tourism culture in Cape Breton Conducted one industry professional development sessions to reinforce a tourism culture in Cape Breton Completed, Inverness Service Industry Initiative Completed, Inverness Service Industry Initiative

6 Visitors want the following data and collateral: Visitors want the following data and collateral: Provincial and Regional Travel Guides and Maps (Doers and Dreamers, Festivals and Events, Cape Breton Travel Guide) Provincial and Regional Travel Guides and Maps (Doers and Dreamers, Festivals and Events, Cape Breton Travel Guide) Internal calendar of events printout very useful to the visitor Internal calendar of events printout very useful to the visitor Brochures based on key travel motivators (Motorcycle Guide, outdoor activities, local walking maps, artisan map, hiking trails, Taste of NS Guide) Brochures based on key travel motivators (Motorcycle Guide, outdoor activities, local walking maps, artisan map, hiking trails, Taste of NS Guide) Staff frequently print maps from Google maps to satisfy demand/requests for local street maps Staff frequently print maps from Google maps to satisfy demand/requests for local street maps Major Attractions Major Attractions Fortress of Louisbourg, Alexander Graham Bell Museum, Miners Museum, Cape Breton Highlands National Park, etc. Fortress of Louisbourg, Alexander Graham Bell Museum, Miners Museum, Cape Breton Highlands National Park, etc. Other Destinations Other Destinations Halifax, South Shore, Fundy Shore, NFLD, NB, & PE Halifax, South Shore, Fundy Shore, NFLD, NB, & PE Ferry schedules Ferry schedules Decrease in the use of traditional rack cards Decrease in the use of traditional rack cards

7 Exit surveys being conducted – see next slide for results Exit surveys being conducted – see next slide for results Social media training with staff has been completed Social media training with staff has been completed Training done on creating Personal Brochures on cbisland.com itinerary builder tool Training done on creating Personal Brochures on cbisland.com itinerary builder tool Partnership with CB Highlands National Park in Ingonish being explored to operate under the DCBA/Provincial umbrella for 2013 Partnership with CB Highlands National Park in Ingonish being explored to operate under the DCBA/Provincial umbrella for 2013 Continued partnership with Cruise Ship Information Kiosk with Golden K Continued partnership with Cruise Ship Information Kiosk with Golden K Total Cruise ship passengers landed in ,662 Total Cruise ship passengers landed in , Festivals provided assistance through the Provincial Festival and Event Marketing Assistance program 42 Festivals provided assistance through the Provincial Festival and Event Marketing Assistance program Lure text updates for Doers and Dreamers Lure text updates for Doers and Dreamers

8 QR codes and survey info provided to visitors by VIC staff QR codes and survey info provided to visitors by VIC staff 2012 Survey timeframe August 25 – October Survey timeframe August 25 – October surveys received surveys received 2012 Process just completed end of season Process just completed end of season The survey platform is now complete and will be available for the full 2013 season The survey platform is now complete and will be available for the full 2013 season

9 VisitorsChange from 2011 Baddeck22, % Cheticamp14,407-10% Inverness5,817+35% Louisbourg6,575-5% Margaree7, % St.Peters13, % Sydney19,291+26% Halifax9808- YTD TOTAL98,878+18%

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11 Nova Scotia14% Nova Scotia14% Other Atl. Canada 2% Other Atl. Canada 2% Ontario28% Ontario28% Quebec 7% Quebec 7% Western Canada13% Western Canada13% United States21% United States21% International14% International14%

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13 Work one-on-one with operators who have undergone a 12 essentials assessment to help them identify their experiences strengths and weaknesses. Support their efforts in enhancing their existing product offering. Work one-on-one with operators who have undergone a 12 essentials assessment to help them identify their experiences strengths and weaknesses. Support their efforts in enhancing their existing product offering. Deliver 5 industry workshops on topics such as experiential tourism and packaging. Deliver 5 industry workshops on topics such as experiential tourism and packaging. Increase the number of partners who participate in training and educational opportunities by 50% (Edge of the Wedge, GMIST, best practices missions and market readiness programs), and ensure that all opportunities are promoted through Increase the number of partners who participate in training and educational opportunities by 50% (Edge of the Wedge, GMIST, best practices missions and market readiness programs), and ensure that all opportunities are promoted through Increase the number of purchasable market-ready experiences on novascotia.com, cbisland.com and in print collateral by 30. By delivering workshops and providing tourism advice to private sector partners, we will aggressively work with partners to create purchasable experiences in support of our core experiences / travel motivators. Increase the number of purchasable market-ready experiences on novascotia.com, cbisland.com and in print collateral by 30. By delivering workshops and providing tourism advice to private sector partners, we will aggressively work with partners to create purchasable experiences in support of our core experiences / travel motivators. In addition to working to develop and enhance product for the tourist coming today, DCBA also plays a role in ensuring that infrastructure growth is ongoing Island wide through participation with Island wide organizations which include the Port Authority, McCurdy Airport, Sydney and Area Chamber of Commerce, and Cape Breton Partnership as examples. In addition to working to develop and enhance product for the tourist coming today, DCBA also plays a role in ensuring that infrastructure growth is ongoing Island wide through participation with Island wide organizations which include the Port Authority, McCurdy Airport, Sydney and Area Chamber of Commerce, and Cape Breton Partnership as examples.

14 Support 20 operators to participate in Tourism Technology, a website enhancement program delivered in partnership between the Tourism Atlantic branch of ACOA and the Atlantic Provincial tourism industry associations. Support 20 operators to participate in Tourism Technology, a website enhancement program delivered in partnership between the Tourism Atlantic branch of ACOA and the Atlantic Provincial tourism industry associations. Opportunity Assessment of the Tourism Product in designated areas by Roger Brooks Opportunity Assessment of the Tourism Product in designated areas by Roger Brooks In order to ensure that we have the proper in-house capacity to deliver product development initiatives, the hiring of consultants may be deemed necessary, in addition to mentorship with the province. In order to ensure that we have the proper in-house capacity to deliver product development initiatives, the hiring of consultants may be deemed necessary, in addition to mentorship with the province. Deliver the Strategic Tourism Expansion Program (STEP) for two communities. STEP is designed to close the gap in tourism communities by assisting communities in becoming sustainable tourism destinations and accelerating the exposure of experiential tourism techniques and formulas to a wider audience of tourism entrepreneurs and influencers. Deliver the Strategic Tourism Expansion Program (STEP) for two communities. STEP is designed to close the gap in tourism communities by assisting communities in becoming sustainable tourism destinations and accelerating the exposure of experiential tourism techniques and formulas to a wider audience of tourism entrepreneurs and influencers. Offer the Accelerated Market Readiness Program (AMR) to operators (Target 10). AMR refers to a business improvement program that offers individual tourism operators the ability to increase their standards of excellence and be more responsive to emerging tourism trends in an inexpensive and timely manner. Offer the Accelerated Market Readiness Program (AMR) to operators (Target 10). AMR refers to a business improvement program that offers individual tourism operators the ability to increase their standards of excellence and be more responsive to emerging tourism trends in an inexpensive and timely manner. Deliver a story-telling seminar Deliver a story-telling seminar

15 – 15 one-on-one reviews completed to date: – CBRM: Old Sydney Society (both Museum experience and Ghost Tour experience) Old Sydney Society (both Museum experience and Ghost Tour experience) Cape Breton Centre for Craft & Design, Cape Breton Centre for Craft & Design, Fortress of Louisbourg Association, Fortress of Louisbourg Association, Sydney Port Corporation, Sydney Port Corporation, Beggars Banquet, Beggars Banquet, Two Rivers Wildlife Park, Two Rivers Wildlife Park, Cape Breton Fossil Centre, Cape Breton Fossil Centre, Cape Breton Miners Museum, Cape Breton Miners Museum, – Inverness County: FireHouse Ironworks, FireHouse Ironworks, Ann Schroeder Studio, Ann Schroeder Studio, Centre de Le Micareme, Centre de Le Micareme, – Richmond County: Guiding Lights of Isle Madame Guiding Lights of Isle Madame – Victoria County: Alexander Graham Bell Museum, Alexander Graham Bell Museum, Cape Breton Highlands National Park, Cape Breton Highlands National Park, Glass Artisans Studio Glass Artisans Studio

16 Total of 7 experiential tourism and packaging workshops delivered: (over 75 participants in total) Sydney, Sydney, Inverness, Inverness, Saint Peters, Saint Peters, St. Anns, St. Anns, Baddeck, Baddeck, Membertou Membertou

17 Victoria County: Cindy McCready, Trailsman Motel Cindy McCready, Trailsman Motel Grant Haverstock, Firehouse Ironworks Grant Haverstock, Firehouse Ironworks Debbie Gale, Silver Dart Lodge Debbie Gale, Silver Dart Lodge Bev Bryson, Amoeba Sailing Tours Bev Bryson, Amoeba Sailing Tours Madeline Harvey, Parks Canada Madeline Harvey, Parks Canada Sandy Hudson, Municipality of Victoria County Sandy Hudson, Municipality of Victoria County Nona MacDermid, Municipality of Victoria County Nona MacDermid, Municipality of Victoria County Caroline Vassallo, Destination Cape Breton Caroline Vassallo, Destination Cape Breton Kelsey Peters, Destination Cape Breton Kelsey Peters, Destination Cape Breton Kristin McInnis, Flourish Management Consulting Kristin McInnis, Flourish Management Consulting Angus MacLeod Angus MacLeod John Roberts, Leather Works John Roberts, Leather Works Marion Thompson, Leather Works Marion Thompson, Leather Works CBRM: Shari MacLeod, Cape Breton Centre for Craft and Design Shari MacLeod, Cape Breton Centre for Craft and Design Stuart Critchley, Sydney Mines Heritage Society Stuart Critchley, Sydney Mines Heritage Society Lynn Baechler, Bras d'Or Lakes Biosphere Reserve Association Lynn Baechler, Bras d'Or Lakes Biosphere Reserve Association Heather MacDougall, CBRM Heather MacDougall, CBRM Tom Miller, Cape Breton Miners Museum Tom Miller, Cape Breton Miners Museum James Kerr Cape Breton Miners Museum James Kerr Cape Breton Miners Museum Lloydette MacDonald, Louisbourg Economic Development Society Lloydette MacDonald, Louisbourg Economic Development Society Ardith Fillmore, Sydney Ports Corporation Ardith Fillmore, Sydney Ports Corporation Emily MacDonald, Integral Geomatics Emily MacDonald, Integral Geomatics Jessica Klein-Herenbrink, Bras d'Or lakes Watershed Interpretive Centre Jessica Klein-Herenbrink, Bras d'Or lakes Watershed Interpretive Centre Diane McKay, Sydney Ports Corporation Diane McKay, Sydney Ports Corporation Gary Pardy, Integral Geomatics Gary Pardy, Integral Geomatics Jennifer LeBlanc Old Sydney Society Jennifer LeBlanc Old Sydney Society Kenny Boone Kenny Boone Virginia MacIsaac, Relative Productions/CMIC Archives Virginia MacIsaac, Relative Productions/CMIC Archives

18 Richmond County: Jeff Stanley Jeff Stanley Denise Blanchard-Carpentier (NS Tourism) Denise Blanchard-Carpentier (NS Tourism) Marg Herdman Marg Herdman Roberta Paton Roberta Paton Sarah Nettleton Sarah Nettleton Rhoda Gillet Rhoda Gillet Michelle Richards Michelle Richards Laken Delorey Laken Delorey Greg Silver Greg Silver Celtic Heart Product Group Rodney Chaisson Rodney Chaisson Pauline MacLean Pauline MacLean Katherine MacLeod Katherine MacLeod Tracey MacNeil Tracey MacNeil Mary Pat Mombourquette Mary Pat Mombourquette Yvette Rogers Yvette Rogers Colin MacDonald Colin MacDonald Gail Montgomery Gail Montgomery Inverness County: Gloria DeBaie, Tears of Glass Gloria DeBaie, Tears of Glass Brenda Reichel, Tears of Glass Brenda Reichel, Tears of Glass Patrick MacDougall Patrick MacDougall Meghann Dunphy, Cabot Links Meghann Dunphy, Cabot Links Susan Mallette, Municipality of Inverness/Port Hood Susan Mallette, Municipality of Inverness/Port Hood Eleanor Ryan,Gables Motel Eleanor Ryan,Gables Motel Laura Gasiliausraite,Judique and Area Development Association Laura Gasiliausraite,Judique and Area Development Association Dwayne MacEachern, Judique and Area Development Association Dwayne MacEachern, Judique and Area Development Association Helena & Louis Burke, Little Pond Stables Inc. Helena & Louis Burke, Little Pond Stables Inc. Shannon MacDougall, Ceilidh Tent & Event Rentals Shannon MacDougall, Ceilidh Tent & Event Rentals Donna MacDonald, Municipality of Inverness Donna MacDonald, Municipality of Inverness Monique Aucoin, Centre de la MiCareme Monique Aucoin, Centre de la MiCareme

19 14 GMIST participants in GMIST participants in 2012 Colin MacDonald, Gaelic College Colin MacDonald, Gaelic College Pauline MacLean, Highland Village Pauline MacLean, Highland Village Sharon Paul, Eskasoni Sharon Paul, Eskasoni Jamie Doyle, Membertou Jamie Doyle, Membertou Robert Slade, Wagmatcook Robert Slade, Wagmatcook Jennifer LeBlanc, Old Sydney Society Jennifer LeBlanc, Old Sydney Society Kelsey Peters, DCBA Kelsey Peters, DCBA Ida LeLièvre (en français) Ida LeLièvre (en français) Mariève Thérriault (en français) Mariève Thérriault (en français) Diane Poirier (en français) Diane Poirier (en français) Sara Nettleton, Rock Loaf Farm Sara Nettleton, Rock Loaf Farm Robin Mombourquette, Richmond County Robin Mombourquette, Richmond County Margaret Hurdman, Guiding Lights of Isle Madame Margaret Hurdman, Guiding Lights of Isle Madame Greg Silver, Cape Breton Sailing Charters Greg Silver, Cape Breton Sailing Charters Best Practices attendees Best Practices attendees Experiential Cuisine Experiential Cuisine Scott Morrison, Flavor Scott Morrison, Flavor Earlene Busch, Chanterelle Country Inn Earlene Busch, Chanterelle Country Inn Meetings and Conventions Meetings and Conventions Mary Tulle, DCBA, Mary Tulle, DCBA, Paul Carrigan, Sydney Port Corporation Paul Carrigan, Sydney Port Corporation Paul MacDonald, Centre 200 Paul MacDonald, Centre 200 Cathy MacKenzie, ECBC Cathy MacKenzie, ECBC Alex Paul, Membertou Trade and Convention Centre) Alex Paul, Membertou Trade and Convention Centre) Adventure Tourism Adventure Tourism Kelsey Peters, DCBA Kelsey Peters, DCBA Tera Lee – Framework Cycle & Fitness Tera Lee – Framework Cycle & Fitness Increase of 56% to date over 2011.

20 Increase in online experience and package listings by more than 50 Increase in online experience and package listings by more than 50 Experiences and Packages booklet (two runs; more than 30 participants) Experiences and Packages booklet (two runs; more than 30 participants)

21 Rising Tide Expeditions Rising Tide Expeditions Glenora Inn & Distillery Glenora Inn & Distillery Fortress of Louisbourg Association Fortress of Louisbourg Association Eskasoni Cultural Journeys Eskasoni Cultural Journeys Highland Village Highland Village Féis an Eilein Féis an Eilein Alexander Graham Bell Museum Alexander Graham Bell Museum Cape Breton Miners Museum Cape Breton Miners Museum FireHouse Ironworks FireHouse Ironworks Ann Schroeder Studio Ann Schroeder Studio Baddeck Gathering Ceilidhs Baddeck Gathering Ceilidhs Cape Breton Centre for Craft & Design Cape Breton Centre for Craft & Design Silver Dart Lodge Silver Dart Lodge Normaway Inn Normaway Inn Point of View Suites Point of View Suites Old Sydney Society Old Sydney Society Fortress of Louisbourg National Historic Site Fortress of Louisbourg National Historic Site Cabot Links Cabot Links Bell Bay Golf Club Bell Bay Golf Club LePortage Golf Club LePortage Golf Club Velo Cape Breton Velo Cape Breton Cape Breton Sailing Charters Cape Breton Sailing Charters Bras dOr Lakes Inn Bras dOr Lakes Inn Ameoba Ameoba Silver Dart Lodge Silver Dart Lodge Cabot Trail Motel Cabot Trail Motel Island Sunset Resort Island Sunset Resort Cape Breton Fossil Museum Cape Breton Fossil Museum The Lakes Golf Club The Lakes Golf Club Dundee Golf Club & Resort Dundee Golf Club & Resort Doneldas Puffin Boat Tours Doneldas Puffin Boat Tours Castle Moffett Castle Moffett Baddeck Forks Golf Club Baddeck Forks Golf Club Cape Breton Resorts Cape Breton Resorts Right Some Good Right Some Good Great EARTH Expeditions Great EARTH Expeditions Chanterelle Inn Chanterelle Inn Keltic Lodge Keltic Lodge Hike the Highlands Hike the Highlands Highlands Links Highlands Links North River Kayak Tours North River Kayak Tours Cape Breton Highlands National Park Cape Breton Highlands National Park Gaelic College Gaelic College

22 Celtic Colours Celtic Colours Point of View Suites Point of View Suites Glenora Inn & Distillery Glenora Inn & Distillery Baddeck Gathering Ceilidhs Baddeck Gathering Ceilidhs Alexander Graham Bell Museum Alexander Graham Bell Museum Cape Breton Centre for Craft & Design Cape Breton Centre for Craft & Design Eskasoni Cultural Journeys Eskasoni Cultural Journeys Fortress of Louisbourg National Historic Site Fortress of Louisbourg National Historic Site FireHouse Ironworks FireHouse Ironworks Cape Breton Miners Museum Cape Breton Miners Museum Highland Village Museum Highland Village Museum Féis an Eilein Féis an Eilein Silver Dart Lodge Silver Dart Lodge Normaway Inn Normaway Inn Doneldas Puffin Boat Tours Doneldas Puffin Boat Tours Velo Cape Breton Velo Cape Breton Island Sunset Resort & Spa Island Sunset Resort & Spa Bras dOr Lakes Inn Bras dOr Lakes Inn Cape Breton Resorts Cape Breton Resorts Cabot Trail Motel Cabot Trail Motel Cape Breton Sailing Charters Cape Breton Sailing Charters Castle Moffett Castle Moffett Cabot Links Cabot Links The Lakes Golf Club The Lakes Golf Club Bell Bay Golf Club Bell Bay Golf Club LePortage Golf Club LePortage Golf Club Dundee Golf Club & Resort Dundee Golf Club & Resort Right Some Good Right Some Good Gaelic College Gaelic College Cape Breton Highlands National Park Cape Breton Highlands National Park North River Kayak Tours North River Kayak Tours Keltic Lodge Resort & Spa Keltic Lodge Resort & Spa Chanterelle Inn Chanterelle Inn Highlands Links Highlands Links

23 20 operators are currently going through the program including: Richmond County: Richmond County: A B&B by the River A B&B by the River Village on the Canal Association Village on the Canal Association Inverness County: Inverness County: Maritime Inns & Resorts Maritime Inns & Resorts Glenora Inn & Distillery Glenora Inn & Distillery Doug Fraser Art Doug Fraser Art The Clove Hitch The Clove Hitch CBRM: CBRM: Martin Arms Martin Arms Feis An Eilein Feis An Eilein Old Sydney Society Old Sydney Society Membertou Heritage Park Membertou Heritage Park Cape Breton Miners Museum Cape Breton Miners Museum Sydney Mines Heritage Society Sydney Mines Heritage Society Victoria County: Cabot Shores Wilderness Resort Cabot Shores Wilderness Resort Cabot Trail Motel Cabot Trail Motel Castle Rock Country Inn Castle Rock Country Inn Baddeck Marine Baddeck Marine Gaelic College of Arts & Crafts Gaelic College of Arts & Crafts Colouratura Art Gallery Colouratura Art Gallery English Country Garden B&B English Country Garden B&B Lantern Hill & Hollow Lantern Hill & Hollow

24 Cabot Trail Reassessment and Ceilidh Trail Assessment took place between September 13th- September 18 th Community workshops: Cabot Trail: Sept. 19 th, 2012 Cabot Trail: Sept. 19 th, 2012 Ceilidh Trail: Sept. 20 th, 2012 Ceilidh Trail: Sept. 20 th, 2012

25 Nancy MacLean, Baddeck Gathering Ceilidhs Nancy MacLean, Baddeck Gathering Ceilidhs Jim Morrow, Bras d'Or Graphic Marketing/ Victoria Standard Newspaper Jim Morrow, Bras d'Or Graphic Marketing/ Victoria Standard Newspaper Lisette Bourgeois, La Société Saint-Pierre Lisette Bourgeois, La Société Saint-Pierre Paul Gallant, CTACA - Chéticamp Paul Gallant, CTACA - Chéticamp Yvette McPhee, La Société Saint-Pierre Yvette McPhee, La Société Saint-Pierre Helena & Louis Burke, Little Pond Stables Helena & Louis Burke, Little Pond Stables John Stinson, Old Miller Trout Farm John Stinson, Old Miller Trout Farm Robert Bernard, Wagmatcook Culture & Heritage Centre Robert Bernard, Wagmatcook Culture & Heritage Centre Michael Bona, Wagmatcook Culture & Heritage Centre Michael Bona, Wagmatcook Culture & Heritage Centre Robert Slade, Wagmatcook CleanWave Restaurant Robert Slade, Wagmatcook CleanWave Restaurant Catherine Ann Fuller, Dept of Economic and Rural Development and Tourism Catherine Ann Fuller, Dept of Economic and Rural Development and Tourism Jim Morrow, Bras d'Or Graphics Jim Morrow, Bras d'Or Graphics Helen Sievers & Richard Roberts, Auberge Gisele's Inn Helen Sievers & Richard Roberts, Auberge Gisele's Inn Polly Ann Macdonald, Nestle In B&B & Suites Polly Ann Macdonald, Nestle In B&B & Suites John Stinson, Old Miller Trout Farm John Stinson, Old Miller Trout Farm Pat Stinson, Old Miller Trout Farm Pat Stinson, Old Miller Trout Farm Betty Finnegan, Bras d'Or Lakes Campground Betty Finnegan, Bras d'Or Lakes Campground Loreto Doyle, Cabot Trail Writers Festival Loreto Doyle, Cabot Trail Writers Festival Vince Forrestall, Victoria County Naturally Active Physical Activity Strategy Vince Forrestall, Victoria County Naturally Active Physical Activity Strategy Marie Aucoin, Media - The Participaper Marie Aucoin, Media - The Participaper Angela LeBlanc, Cajun Cedar Log Cottages Angela LeBlanc, Cajun Cedar Log Cottages Donna MacDonald, Municipality of the County of Inverness Donna MacDonald, Municipality of the County of Inverness Cathy MacKenzie, ECBC Cathy MacKenzie, ECBC Blaine Gillis, Strait-Highlands Regional Development Agency Blaine Gillis, Strait-Highlands Regional Development Agency Anita Coady, MADA Anita Coady, MADA Jillian Cormier, Inverness County Centre for the Arts Jillian Cormier, Inverness County Centre for the Arts Diane Poirier, Co-op Artisanale Diane Poirier, Co-op Artisanale Leandre LeBlanc, Le Centre de la Mi-Carême Leandre LeBlanc, Le Centre de la Mi-Carême Denise MacLeod, Silver Dart Lodge Denise MacLeod, Silver Dart Lodge Eliot Frosst, personal / Ross Ferry Stewardship Society Eliot Frosst, personal / Ross Ferry Stewardship Society Ruth Schneeberger, Big Intervale Fishing Lodge Ruth Schneeberger, Big Intervale Fishing Lodge Marie Aucoin, Media - The Participaper for the Municipality of Inverness County Marie Aucoin, Media - The Participaper for the Municipality of Inverness County Margie Beaton, Gaelic College Margie Beaton, Gaelic College Mariève Therriault, Cape Breton Highlands National Park Mariève Therriault, Cape Breton Highlands National Park Simone Boudreau Parks Canada, CBHNP Simone Boudreau Parks Canada, CBHNP Anna MacDonald, Gaelic College Anna MacDonald, Gaelic College Gena Briand, Cape Breton Highlands National Park Gena Briand, Cape Breton Highlands National Park Cathy Aucoin, Parks Canada Cathy Aucoin, Parks Canada Angelo Spinazzolo, North River Kayak Angelo Spinazzolo, North River Kayak Tours Elaine Wallace, Parks Canada Tours Elaine Wallace, Parks Canada Ian A. Green, North East Highlands Chamber of Commerce Ian A. Green, North East Highlands Chamber of Commerce Manon Cuthbertson, Parks Canada - Cape Breton Highlands National Park Manon Cuthbertson, Parks Canada - Cape Breton Highlands National Park Donna Frizzell, Piper Pewter Inc Donna Frizzell, Piper Pewter Inc Lucille Timmons, Cabot Trail Facade & Streetscape Lucille Timmons, Cabot Trail Facade & Streetscape Sharon Harrison, Lantern Hill & Hollow Sharon Harrison, Lantern Hill & Hollow

26 Donna MacDonald, Municipality of the County of Inverness Donna MacDonald, Municipality of the County of Inverness Cathy MacKenzie, ECBC Cathy MacKenzie, ECBC Blaine Gillis, Strait-Highlands Regional Development Agency Blaine Gillis, Strait-Highlands Regional Development Agency Ann Schroeder, Ann Schroeder Studio Ann Schroeder, Ann Schroeder Studio Charlotte Miller, Strathspey Place Charlotte Miller, Strathspey Place Geraldine Beaton, Municipality of County of Inverness Geraldine Beaton, Municipality of County of Inverness Laurel Browne, Witsend Farm Bed and Breakfast Laurel Browne, Witsend Farm Bed and Breakfast Debra MacDonell, Strathespey Place Debra MacDonell, Strathespey Place Anne Little, Municipality of the County of Inverness Anne Little, Municipality of the County of Inverness Betty Ann MacQuarrie, MOS Pioneer Shrine Betty Ann MacQuarrie, MOS Pioneer Shrine Wilson Cameron, Ceilidh Coastal Trail Association Wilson Cameron, Ceilidh Coastal Trail Association Suzanne C. MacDonald, Mabou Village Gallery Suzanne C. MacDonald, Mabou Village Gallery Colin & Rachel MacDonald, Lighthouse Cottages Colin & Rachel MacDonald, Lighthouse Cottages Frank Macdonald, The Inverness Oran Frank Macdonald, The Inverness Oran Kathy Hannigan, Cabot Links Kathy Hannigan, Cabot Links Blaise MacEachern, Inverness County Destination Trail Project Blaise MacEachern, Inverness County Destination Trail Project Pauline MacInnis, Independent Pauline MacInnis, Independent Melissa MacInnis, East Novability Melissa MacInnis, East Novability Kelly Austin, The Farmer's Daughter Country Market Kelly Austin, The Farmer's Daughter Country Market Kay Robertson, Inverness County Centre for the Arts Kay Robertson, Inverness County Centre for the Arts Diane Mouland, Inverness Oran Diane Mouland, Inverness Oran Inez Forbes, Inverness Oran Inez Forbes, Inverness Oran Doug fraser, Doug Fraser Art Gallery Doug fraser, Doug Fraser Art Gallery Kinnon Beaton, Celtic Music Centre Kinnon Beaton, Celtic Music Centre Patricia vanZutphen, Clove Hitch Bar & Bistro Patricia vanZutphen, Clove Hitch Bar & Bistro Beth Ryan, The Refinery Beth Ryan, The Refinery Eleanor & Alex Ryan, Gables Motel Eleanor & Alex Ryan, Gables Motel Caroline Cameron, Gaelic Council of Nova Scotia Caroline Cameron, Gaelic Council of Nova Scotia Darlene Cameron, Inverness County Network Society Darlene Cameron, Inverness County Network Society Alice Freeman, The Bear Paw Gift shop Alice Freeman, The Bear Paw Gift shop Madonna MacInnis, Inverness Visitor Center Madonna MacInnis, Inverness Visitor Center

27 Cabot Trail Temporary working group has formed to determine whether the need exists for a governing body moving forward Temporary working group has formed to determine whether the need exists for a governing body moving forward Cabot Trail industry/operator engagement session scheduled for March 2013 to determine what the Partners are already doing Cabot Trail industry/operator engagement session scheduled for March 2013 to determine what the Partners are already doing Ceilidh Trail Preliminary meeting took place February 2013 Preliminary meeting took place February 2013 They should begin their Cape Breton experience on the Ceilidh Trail, then go to the Cabot Trail. Their experience will be richer and more enjoyable. Roger Brooks They should begin their Cape Breton experience on the Ceilidh Trail, then go to the Cabot Trail. Their experience will be richer and more enjoyable. Roger Brooks

28 Louisbourg Louisbourg Steering committee/chairperson in place Steering committee/chairperson in place Workshops #1 and #2 complete Workshops #1 and #2 complete Reverse Best Practices took place Dec. 6th (representative from Tignish) Reverse Best Practices took place Dec. 6th (representative from Tignish) Community meeting took place Jan. 30, 2013 Community meeting took place Jan. 30, 2013 Six business people to attend Edge of the Wedge in April Six business people to attend Edge of the Wedge in April Consultant draft #3 received (open to committee review and input) Consultant draft #3 received (open to committee review and input) Baddeck: Baddeck: Steering committee/chairperson(s) in place Steering committee/chairperson(s) in place Workshop #1 complete Workshop #1 complete Reverse Best Practices took place Dec. 6th (representative from Tignish) Reverse Best Practices took place Dec. 6th (representative from Tignish)

29 Baddeck committee to date Jan Vickers, co-chair Jan Vickers, co-chair Glen MacDonald, co-chair Glen MacDonald, co-chair Michael St-Denis, Alexander Graham Bell Michael St-Denis, Alexander Graham Bell Tom Wilson, Municipality Tom Wilson, Municipality Anna MacDonald, Gaelic College Anna MacDonald, Gaelic College Denise MacLeod Denise MacLeod Eddie Keeling Eddie Keeling Katrina MacKenzie Katrina MacKenzie Linda MacRae Linda MacRae Liz Grub Liz Grub Paula Blashcheck Paula Blashcheck Tracey Dares MacNeil Tracey Dares MacNeil Catherine Ann Fuller Catherine Ann Fuller Donelda MacAskill Donelda MacAskill Cathy MacKenzie, ECBC ex-officio Cathy MacKenzie, ECBC ex-officio Kelsey Peters, DCBA Kelsey Peters, DCBA SynergyLouisbourg Dorothy Payne, Chair Dorothy Payne, Chair Lloydette MacDonald, Coordinator Lloydette MacDonald, Coordinator Cathy MacKenzie, ECBC ex-officio Cathy MacKenzie, ECBC ex-officio Cindy Hynes, CBRM Cindy Hynes, CBRM Kelsey Peters, DCBA Kelsey Peters, DCBA Chip Bird (Parks Canada ex-officio) Chip Bird (Parks Canada ex-officio) Mireille Fiset, N.S. Economic and Rural Development and Tourism ex-officio Mireille Fiset, N.S. Economic and Rural Development and Tourism ex-officio Lester Marchand, Parks Canada Lester Marchand, Parks Canada Mitch McNutt, Fortress of Louisbourg Association Mitch McNutt, Fortress of Louisbourg Association Jim DeVries, Lobster Kettle Jim DeVries, Lobster Kettle Iris Stevens, Retired Iris Stevens, Retired Annette LeBlanc, Louisbourg Seafoods Annette LeBlanc, Louisbourg Seafoods Parker Bagnell, Heritage House B&B Parker Bagnell, Heritage House B&B Linda Kennedy, Point of View Suites Linda Kennedy, Point of View Suites Michele Leamon, Louisbourg Playhouse Michele Leamon, Louisbourg Playhouse Garrett Bagnell, Youth Garrett Bagnell, Youth Darlene Bagnell, Visitor Information Centre Darlene Bagnell, Visitor Information Centre

30 – CBRM– CBRM Louisbourg Playhouse Louisbourg Playhouse Old Sydney Society Old Sydney Society Cape Breton Centre for Craft & Design Cape Breton Centre for Craft & Design Cape Breton Miners Museum Cape Breton Miners Museum Sydney Port Corporation Sydney Port Corporation – Inverness– Inverness Celtic Music Interpretive Centre (value-added) Celtic Music Interpretive Centre (value-added) Centre de La MiCareme Centre de La MiCareme Glenora Inn & Distillery (value-added) Glenora Inn & Distillery (value-added) The Clove Hitch The Clove Hitch Inverness County Centre for the Arts Inverness County Centre for the Arts Les Trois Pignons Les Trois Pignons Contracts Awarded Harvey Sawler (Inverness County) Harvey Sawler (Inverness County) Laurel Reid (CBRM) Laurel Reid (CBRM) Consultations took place week of October 1st-5th

31 5 storytelling workshops were held Louisbourg, Louisbourg, Sydney River, Sydney River, St. Anns, St. Anns, Inverness, Inverness, St. Peters St. Peters 52 participants in total

32 Louisbourg VIC Louisbourg VIC Lawrence Burman, Fortress of Louisbourg Lawrence Burman, Fortress of Louisbourg David Ebert, Fortress of Louisbourg David Ebert, Fortress of Louisbourg Lloydette MacDonald, Louisbourg Economic Development Lloydette MacDonald, Louisbourg Economic Development Darlene Bagnell, Louisbourg VIC Darlene Bagnell, Louisbourg VIC Madeline Harvey, AGB Museum Madeline Harvey, AGB Museum Michael St-Denis, AGB Museum Michael St-Denis, AGB Museum Sydney River VIC Juanita Morrison, DCBA Juanita Morrison, DCBA Megan MacDonald, Old Sydney Society Megan MacDonald, Old Sydney Society John Roberts, Leather Works John Roberts, Leather Works Marion Thompson, Leather Works Marion Thompson, Leather Works Phyllis Williams, Cossit House Museum Phyllis Williams, Cossit House Museum Nicole MacIntyre, Old Sydney Society Nicole MacIntyre, Old Sydney Society Janice Lawand, Cossit House Museum Janice Lawand, Cossit House Museum Courtney Penney, Old Sydney Society Courtney Penney, Old Sydney Society Danielle Dalton, Old Sydney Society Danielle Dalton, Old Sydney Society Nicole Baker, DCBA Nicole Baker, DCBA Gaelic College Cyndi Ingraham, Red Barn Cyndi Ingraham, Red Barn Donna Gray, Red Barn Donna Gray, Red Barn Beverly Marks, Red Barn gift shop Beverly Marks, Red Barn gift shop Lorna MacLean, Red Barn/Adventures East Lorna MacLean, Red Barn/Adventures East Shelly Gillis, Adventures East Shelly Gillis, Adventures East Katrina MacKenzie, Lynwood Inn Katrina MacKenzie, Lynwood Inn Leah Noble, Baddeck Marine Leah Noble, Baddeck Marine Chad Keen, Silver Dart Lodge Chad Keen, Silver Dart Lodge Margie Beaton, Gaelic College Margie Beaton, Gaelic College Anna MacDonald, Gaelic College Anna MacDonald, Gaelic College

33 Inverness Bhreagh MacDonald, Cabot Links Bhreagh MacDonald, Cabot Links Charlotte Miller, Strethsprey Place Charlotte Miller, Strethsprey Place Ann Schroeder, Ann Schroeder Studio Ann Schroeder, Ann Schroeder Studio Melissa MacInnis, Municipality Project Melissa MacInnis, Municipality Project Geraldine Beaton, Municipality Project Geraldine Beaton, Municipality Project Brenda Rachel, Tears of Glass Studio Brenda Rachel, Tears of Glass Studio Betty Walker, Tears of Glass Studio Betty Walker, Tears of Glass Studio Madonna MacInnis, Inverness Visitor Centre Madonna MacInnis, Inverness Visitor Centre Anna Lee MacEachern, Municipality of the County of Inverness Anna Lee MacEachern, Municipality of the County of Inverness Anita MacLeod, Inverness Beach Village Anita MacLeod, Inverness Beach Village St Peters Andrea Pottie, Bras d'Or Lakes Inn Andrea Pottie, Bras d'Or Lakes Inn Melanie Burke, MacBouch Melanie Burke, MacBouch Wendy Abbott, MacBouch Wendy Abbott, MacBouch Shawna Prout, MacAskill House Museum Shawna Prout, MacAskill House Museum Micheline Boudreau, LeNoir Forge Museum Micheline Boudreau, LeNoir Forge Museum Hildred Sampson, Foodland Hildred Sampson, Foodland Germaine MacDonald, Mac's Celtic Gift Shop & It's Only Natural Germaine MacDonald, Mac's Celtic Gift Shop & It's Only Natural Judy Madden, Nicolas Denys Museum Judy Madden, Nicolas Denys Museum Lucille Martell, MacDonald Country Inn Lucille Martell, MacDonald Country Inn Wilma Martell, Campbell's Dairy Freeze Wilma Martell, Campbell's Dairy Freeze Beate Hassold, A MacDonald Country Inn & Canal House B&B Beate Hassold, A MacDonald Country Inn & Canal House B&B Marlyn Nicholas, Chapel Island Craft Shop Marlyn Nicholas, Chapel Island Craft Shop Ann Marie Yorke, St. Peters VIC Ann Marie Yorke, St. Peters VIC Eva Landry, MacAskill House Museum Eva Landry, MacAskill House Museum Brenda MacPhee, Foodland Brenda MacPhee, Foodland Jeanette Arsenault, Forget Me Not gift shop Jeanette Arsenault, Forget Me Not gift shop

34

35 Increase occupancy by 1% / 8000 room nights Increase occupancy by 1% / 8000 room nights -1% over 2011 (Province is at -2% overall) -1% over 2011 (Province is at -2% overall) The trendline below shows visitation trends for Halifax, CBI and the province The trendline below shows visitation trends for Halifax, CBI and the province

36 Newfoundland and Labrador Campaign approximately $13M. Newfoundland and Labrador Campaign approximately $13M. Occupancy result was.2% increase over 2011 Occupancy result was.2% increase over 2011

37 …tourism is looking at is hitting operators provincewide with a three per cent levy. A levy would bring in an additional $2.1 million into the tourism coffers, money that would be redirected back to the various regional tourism associations across the province for marketing and product development…Despite considerable investment to increase visitation outside of July and August there has been limited growth. And while promotions like Fall Flavours and the Festival of Small Halls are reporting record sales, those sales have only helped maintain visitation, not increase it. David MacKenzie, Deputy Minister of Tourism, PEI quoted in The Guardian – November 30, 2012

38 New Brunswick sees no change in occupancy rate and 3% decrease in room nights

39 Chart #1 Changes in occupancy from 2011 to 2012 Chart #2 Destination marketing spend for 2012 (MM) Provincial tourism spends indicated are approximate Provincial tourism spends indicated are approximate NB spend is not known and not reflected in chart 2 NB spend is not known and not reflected in chart 2

40 Internal reviews regularly conducted with operators Internal reviews regularly conducted with operators 99 surveys complete 99 surveys complete Operators who made business changes had significantly better results Operators who made business changes had significantly better results Changes included Changes included More social media More social media Increased online marketing Increased online marketing Change of staff Change of staff New products/experiences added New products/experiences added Region% up or on par over 2011 Difference with Business Changes Victoria County70.3%80% CBRM53.6%83.3% Richmond43.8%44.4% Inverness52.6%66.7% OVERALL58.6%71.4%

41 Increase Experiential Icons visited by 5% Fortress of Louisbourg National Historic Site : -4.8% Fortress of Louisbourg National Historic Site : -4.8% Cape Breton Highlands National Park: +5% Cape Breton Highlands National Park: +5% Alexander Graham Bell Museum : -1% Alexander Graham Bell Museum : -1% Highland Village : +2% Highland Village : +2% *Citadel Hill in Halifax experienced a decrease of 25% in 2012 over 2011

42 Increase visitors serviced by cbisland.com by 15% Increase visitors serviced by cbisland.com by 15% Web visits increased by 4.73% Web visits increased by 4.73% Reduce bounce rate to under 30% Reduce bounce rate to under 30% Bounce rate – 44.2%. Bounce rate – 44.2%. *Note: Bounce rate for the awareness campaign as recommended by our media consultants was considerably increased due to the impression based goals for this type of online buy. See comparison on next slide to our internal search based campaign. Improve the ability to plan and book CBI vacations through cbisland.com Improve the ability to plan and book CBI vacations through cbisland.com Trip planner and mapping function added as additions to website re-build. Implemented in June Trip planner and mapping function added as additions to website re-build. Implemented in June Highlight and promote the 12 Essential Certified Experiences Highlight and promote the 12 Essential Certified Experiences No experiences received certification A revision of the certification process is under review for potential implementation in 2013 as a joint initiative of PD and marketing. No experiences received certification A revision of the certification process is under review for potential implementation in 2013 as a joint initiative of PD and marketing.

43 Total Visits Can VisitsNS VisitsNF VisitsBounceDuration ,69267,22631, : ,51669,73732, :03 Diff+4.73%-3.6%+5.4%+89.69%+1.9%+7.37% CampaignActive Dates# ClicksDurationBounce AdWords 8/ /316,2574:1140.1% Awareness/Other 7/ /315,0381:4864.3%

44 Accommodations / Room nights Accommodations / Room nights The average number of room nights sold from was 383,333. The average number of room nights sold from was 383,333. The number of room nights sold in 2012 as 375,000. The number of room nights sold in 2012 as 375,000. The goal for 2013 is to bridge the gap between the 3 year average and 2012 by recovering 8,333 room nights which represents a 2% increase over 2012 The goal for 2013 is to bridge the gap between the 3 year average and 2012 by recovering 8,333 room nights which represents a 2% increase over 2012 Average spend per visitor party Average spend per visitor party The average spend per visitor party according to Travel Intentions Research was $804 for 2011 and $978 for The average spend per visitor party according to Travel Intentions Research was $804 for 2011 and $978 for The goal for 2013 is $1125 (approx. 15% increase) The goal for 2013 is $1125 (approx. 15% increase) Experiential icon visitation Experiential icon visitation Fortress of Louisbourg National Historic Site: 15% Fortress of Louisbourg National Historic Site: 15% Cape Breton Highlands National Park: 5% Cape Breton Highlands National Park: 5% Alexander Graham Bell Museum: 3% Alexander Graham Bell Museum: 3% Highland Village: 3% Highland Village: 3%

45 Average length of stay Average length of stay According to Travel Intentions, average length of stay was 3.1 nights in 2011 and 3.7 in According to Travel Intentions, average length of stay was 3.1 nights in 2011 and 3.7 in The goal for 2013 is 4.3 nights (15% increase) The goal for 2013 is 4.3 nights (15% increase) Website improvements Website improvements Increase in web visitation by 15% Increase in web visitation by 15% Maintain a bounce rate of under 35% overall Maintain a bounce rate of under 35% overall Maintain a bounce rate of under 30% for PPC campaigns Maintain a bounce rate of under 30% for PPC campaigns Media attention Media attention Capitalize on accolades to increase profile of CB Island Capitalize on accolades to increase profile of CB Island Work with diverse media contractors to increase earned media and profile of CB Island among top writers and publications Work with diverse media contractors to increase earned media and profile of CB Island among top writers and publications

46 Marketing spend targeted on geographic areas that show greatest interest in CB travel through Google analytics and TIS Marketing spend targeted on geographic areas that show greatest interest in CB travel through Google analytics and TIS Media sources will be targeted to those showing high returns in recall and qualified web leads from 2012 analytics and Travel Intentions / Conversion study Media sources will be targeted to those showing high returns in recall and qualified web leads from 2012 analytics and Travel Intentions / Conversion study Website to receive refreshed creative and upgraded landing pages for iconic experiences i.e. The Cabot Trail and Fortress of LB Website to receive refreshed creative and upgraded landing pages for iconic experiences i.e. The Cabot Trail and Fortress of LB VIC staff to receive consultative visitor interraction training to help support goals of increased stay and spend VIC staff to receive consultative visitor interraction training to help support goals of increased stay and spend Engagement of media specialists to increase profile and publicity Engagement of media specialists to increase profile and publicity Industry Relations Representative hired to increase industry participation in marketing opportunities and experiential content on website Industry Relations Representative hired to increase industry participation in marketing opportunities and experiential content on website

47 Spend % of Total Visitor Recall Newsprint $85,000 $85, %22% Television (CTV destination promos)$21,5008.3%52% Radio$41,50016%5% Online$50, %33% Magazine / Specialty Publication $62, %28%

48 $269,000 invested in advertising $269,000 invested in advertising 42% Recall on advertising 42% Recall on advertising 73% of web visitors surveyed traveled to Cape Breton Island this season 73% of web visitors surveyed traveled to Cape Breton Island this season Average spending per travel party was $ ($803 in 2011) Average spending per travel party was $ ($803 in 2011) Revenues generated are estimated at $5,700, Revenues generated are estimated at $5,700, $21.16 ROI $21.16 ROI *results compiled from Travel Intentions Survey data and website analytics

49 Represents non-bounce visits from Jan 1 – Feb 28 Highlights include Ontario visits up 49.6% over 2012 Nova Scotia visits up 9.6% over 2012

50 Represents visits from Jan 1 – Feb 28 Highlights include All visits up 21.8% over 2012 Non bounce visits 55.8% over 2012

51 Online Increase spend in Adwords Increase spend in Adwords Increase spend in Novascotia.com Increase spend in Novascotia.com Retain Trip Advisor placement Retain Trip Advisor placement Testing Saltscapes.com Testing Saltscapes.com Facebook / SM sites Facebook / SM sites Specialty Print Doers and Dreamers Doers and Dreamers Saltscapes (take a drive) Saltscapes (take a drive) Motorcycle Guide Motorcycle Guide Cape Breton Travel Guide Cape Breton Travel Guide Newsprint Chronicle Herald Chronicle HeraldTelevision CTV commercials CTV commercials Destination spotlights in sponsorship with the Province if available Destination spotlights in sponsorship with the Province if available OOH / Specialty promotions Bus wraps in HFX area Bus wraps in HFX area Kiosk on the HFX waterfront Kiosk on the HFX waterfront * Further advertising opportunities may be identified throughout the marketing season

52 Golf Meetings & Conventions Events Cruise

53 Highlights of 2012 Plan Increase in green fee rounds of 42.7% 52 media writers, 81 placements, 103,611,218 circulation, $4.2 million in earned media Increase in website visitation by 38% Increase in website pageviews by 36% Website conversion rate of 25% Highlands Links (#7) & Cabot Links (#9) named in Golf Digests list of Canadas Top 30 Courses. Highlands Links #4 Cabot Links #14

54 Meetings and Events 5 CBRM partners participated in Best Practices Mission Mobilize tourism committee with key stakeholders Pat Lyall, CEO destination Halifax brought in to present to the partners 923) next steps required Events Cape Breton registration has been transferred to DCBA Recruitment for Events CB Executive Director managed by Wilson Executive Search and being lead by ECBC Cruise Visitation up 28.2% Hop on Hop off tour product launched Issues from cruise lines in 2012 being jointly addressed by Port, DCBA, Parks and shore excursion providers

55 Mary Tulle CEO Noelle MacLean Director of Marketing Ross Hunter Industry Relations


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