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2008 Tourism Year in Review Thunder Bay

2008 Tourism Year in Review Thunder Bay



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Published by James
Thunder Bay 2008 Review of the year's tourism figures and information on what Tourism Thunder Bay is doing to boost tourism in the region.
Thunder Bay 2008 Review of the year's tourism figures and information on what Tourism Thunder Bay is doing to boost tourism in the region.

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Published by: James on Jan 16, 2009
Copyright:Attribution Non-commercial


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2008 Tourism Year in Review
2008 represented a year of numerous milestones and successes for TourismThunder Bay. The Division witnessed growth in key corporate travel markets,media awareness of the city and an increase in consumer awareness of thecity as a destination of choice. Domestic leisure travel remained relativelysteady with modest declines and while U.S. summer markets were down,shoulder season U.S. traffic remained on par with 2007. Increasedawareness from overseas’ markets, primarily Germany and Asian marketswere strong indications that Tourism Thunder Bay’s new strategies werereaching wider markets through innovative channels.Achievements were made within an international tourism industryenvironment that saw significant challenges
Fluctuations in the dollar value
High fuel prices
Declining U.S. economy
Border identification uncertainty
Tourism Thunder Bay as an Economic Driver 
Tourism Thunder Bay plays a vital role in the development of a strong anddiversified local economy. Tourism Thunder Bay has strengthened itself as aleading economic development body with specific responsibility for the tourismsector. The statistical analysis of visitor’s economic impacts on the communitypaints a picture of an industry that provides significant economic benefits to thecommunity and region.
652 000 visitors come to Thunder Bay annually
The Tourism industry employs over 2000 people in the Thunder Bay area.
Approximately 1450 businesses rely on tourism in whole or in part for their receipts.
The tourism industry in Thunder Bay generates over $183 million annuallyin economic impact.(source – Ministry of Tourism)
A New Direction
Tourism Thunder Bay has undertaken a bold new marketing direction thatchallenges the status quo of how tourism strategies are developed and executedin the public sector.2
Build upon the “Superior By Nature” brand statement
Position Thunder Bay as one of Canada’s Great Outdoor Cities
Seek highest and best matches between available local experiences andconsumer travel motivators – Outdoor Activities.
Weave cultural, culinary, attractions and accommodations into the outdootheme to maximize urban economic impacts
A New Philosophy
Consumer focused marketing strategies-Visitor First
Tourism Thunder Bay’s 2008 and 2009 marketing strategies arebased entirely on consumer data, gathered locally and fromextensive research sources such as Statistics Canada, and theMinistry of Tourism’s Travel Motivations Studies (TAMS) to deliver programs based on consumer’s actual needs, not perceived needs.
Pragmatic approach to visitor attraction through segmentation
Tourism Thunder Bay has focused on “best bet” segments,matching campaigns specifically to consumers and industry wherethe community has high quality experiences that are marketable.
Focus on improving visitor retention
In addition to attracting new visitors, Tourism Thunder Bayrecognizes the importance of keeping visitors in the city longer andencouraging repeat visits. The Division has introduced new tools toprovide information that increases visitor stays and maximizes theeconomic impact of each visitor.
Focus on marketing iconic experiences-leading with the best.
With an increased focus on the poplar “Superior By Nature” brandstatement, the city is leading with its connection to Lake Superior and natural wonders such as Sleeping Giant Provincial Park, thathave developed significant brand value for consumers. With 57%of North Americans choosing outdoor experiences as their primeleisure travel motivator, the city is capitalizing on high quality,unique and “larger than life” icons.
Market Focus
Tourism Thunder Bay’s pragmatic approach to the segmented marketing strategyensures markets are targeted that offer the greatest opportunity for return oninvestment. Understanding why people travel and the experience they seek,greatly increases the chances for greater success.3

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