Tourism Forums FINAL

TIAPEI Industry Forums : 

TIAPEI Industry Forums February 5-8, 2007

Objective : 

Objective Identify key industry issues so that TIAPEI can formulate strategies that support members in addressing these over the period 2007 – 2010.

Advance Industry Input : 

Advance Industry Input Dominant Themes Increase traffic Changing buying patterns Later booking, shorter stays, value driven, demanding customers Profitability Rising costs, price competition

Advance Industry Input : 

Advance Industry Input Dominant Themes 4. Seasonality Peak shifting later, shoulder viability, product challenges 5. Competitive noise level Global destinations, multi-season demands on vacation budgets 6. Regional flavour Need to market PEI’s distinct regional offerings

Advance Industry Input : 

Advance Industry Input Dominant Themes 7. Customer service Quality standards, assurance, training, motivation 8. Labour Recruitment, retention 9. Value Deliver excellence at profitable price point

Regional Forums : 

Regional Forums Summerside West 05-Feb-07 Abram Village 06-Feb-07 Montague 07-Feb-07 Cornwall 08-Feb-07

Challenges 2006 : 

Challenges 2006 Competition Competition increasing year round, worldwide Changing Buying Patterns Customers expect more, shop comparatively, look for new experiences Shorter stays, fewer room nights Sales skills (closing the sale) Adapting to changing demographics Market research availability US market barriers (passports, $ exchange)

Challenges 2006 : 

Challenges 2006 Value Customer value pressure… price competition Uncompetitive tax policy Profitability Rising operating costs Seasonality Peak shifting later Limited fall (winter) product

Challenges 2006 : 

Challenges 2006 Customer Service Product quality inconsistent Customer service inconsistent Product knowledge lacking among front line staff Customers lack information Labour Labour shortage Lack of respect for industry

Looking Forward: 2007-2010 : 

Looking Forward: 2007-2010 Marketing Increase resources to build traffic Drive single-minded industry focus, working together on big picture Develop profitable new markets, niches (e.g. Europe)... smarter, more innovative Consistent, unique branding: active, experiential

Looking Forward: 2007-2010 : 

Looking Forward: 2007-2010 Marketing Make industry market research available for use by operators Make global marketing expertise available Capitalize on pan-Atlantic packaging, co-marketing Technology: Internet links, e-commerce, database management Market regional flavour (e.g. Coastal Drives)

Looking Forward: 2007-2010 : 

Looking Forward: 2007-2010 Product Package regional experiences to extend stays Increasing demand for all inclusive packaging Quality assurance program Customer service training, standards, certification Total Market Readiness Infrastructure (e.g. trail, drives, etc.) Expand product knowledge Island wide: operator staff and Islanders in general (fam. tours) Ensure good range of local activities

Looking Forward: 2007-2010 : 

Looking Forward: 2007-2010 Product Develop, fine tune culinary product Develop/promote cultural tourism product (expand French services, e.g. menus) Transportation Bridge as product, ferry sustainability, air access Move traffic Island wide: Festivals/events Meetings/Conventions where product available

Looking Forward: 2007-2010 : 

Looking Forward: 2007-2010 Human Resources Recruitment/retention: competitive wages Motivate superior customer service Channel educational resources to address industry needs, esp. Holland College / Atlantic Tourism & Hospitality Institute

Priorities 2007-2010 : 

Priorities 2007-2010 #1 Champion the industry Mobilize all industry players to create strong groundswell advocating to politicians, government, funding decision makers, industry and public the full extent of contributions made to the provincial economy and the need to increase investment

Priorities 2007-2010 : 

Priorities 2007-2010 #2 Marketing Build business case to increase shared industry investment Competitive share of voice, greater traffic, accountability Apply strong, consistent messaging featuring branding that is unique, active, experiential Disseminate and apply evidence based market research re trends, niches, product development Develop profitable new markets, niches (e.g. Europe) Make global marketing expertise available provincially, locally

Priorities 2007-2010 : 

Priorities 2007-2010 #3 Product Increased investment Bring product up to world standard Act on evidence based strategies already recommended Make global product expertise available provincially, locally

Priorities 2007-2010 : 

Priorities 2007-2010 #3 Product Expand on packaged experience inventory: Culture (2008: Anne, Acadian) Culinary Regional All inclusive Customer service quality standards, training Expand product knowledge Transportation Bridge as product, ferry sustainability, air access

Priorities 2007-2010 : 

Priorities 2007-2010 #4 Human Resources Recruitment/retention: competitive wages Training alternatives for operators (non-EI) Act on studies already done: make tourism a credible career option #5 Taxation Lobby governments Input tax for operators Double taxation for customers

Action Items : 

Action Items 1. Champion the industry Mobilize all industry players to advocate economic impact, need for investment 2. Marketing Build business case to increase shared industry investment 3. Product Increase investment in product development Packaged experience inventory Customer service, local operator product knowledge 4. Human Resources Industry HR Strategy Taxation Lobby governments