Discovering Ontario report - Ministry of Tourism

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attention as Huntsville hosts the 2010 G8 Economic Summit. Selling Ontario as a venue for high-profile events should be an essential ingredient in the Province’s marketing strategy. Ontario should also develop a viable strategy to attract more tourism investment. Investors want a strong workforce, an affluent local market, evidence of economic and political support for tourism, and a strong infrastructure base. 8 Ontario has all of these strengths, but it must develop a coordinated public-private strategy that aggressively tells its story to a broad array of North American and overseas audiences. These initiatives must be backed up by practical steps that enhance travel convenience and lower its cost in terms of time and money. Improvements in cross-border access and open skies flight agreements along the lines of the one recently finalized with the European Union would provide important steps in the right direction. 9 The bottom line is that long-term prospects for the Ontario tourism industry are bright, but the industry will need to rise to the challenge of global competition and the changing demands of its target markets. Ontario's Foreign Exchange Earnings for Selected Industries, 2002-2007 Tourism Earned Foreign Exchange (Billions $) 8 7 6 5 4 3 2 1 Mining Food Manufacturing Fabricated Metal Product Manufacturing Electrical Equipment, Appliance and Component Manufacturing Paper Manufacturing 0 2002 2003 2004 2005 2006 2007 Source: Statistics Canada Data (International Travel Survey and Trade Data). discover ing o n t a r i o — t h a e ere c op on ro t m oi c n i mt hp e o rf tu at nu cr e o f t o u r i s m 17
One Goal and Four Strategies Ontario will become one of the world’s preferred places to visit. Ontario has the potential and all the necessary elements to be a leading tourism destination. To get there, Ontario will aim to increase the economic contribution of tourism by doubling tourism receipts by 2020. I Work Together Change how government and industry work together to develop tourism and foster economic growth. II Set Standards for Success Set new standards for success to become more internationally competitive. III Invest Wisely Maximize the impact of private and public tourism investments on new and revitalized product across Ontario. IV Reach Out Welcome consumers before they arrive, when they get here and during their visit in Ontario. 18 discover ing o n t a r i o — a re p o r t o n t h e f u t u r e o f t o u r i s m
Page 1 and 2: Discovering ONtario A REPORT ON THE
Page 3 and 4: Acknowledgments Thank you to the st
Page 5 and 6: Introduction GREG SORBARA, CHAIR ON
Page 7 and 8: 4Six Soccer Nations Event discover
Page 9 and 10: Significant Economic Contribution F
Page 11 and 12: Destination Marketing Fees The repo
Page 13 and 14: Strategic Marketing Marketing is th
Page 15 and 16: Pride of Place Finally, beyond the
Page 17 and 18: The Economic Importance of Tourism
Page 19: Dollars spent developing tourist at
Page 23 and 24: Recommendations I Work Together 1.
Page 25 and 26: Work Together I Change how governme
Page 27 and 28: 1. Set Targets Ontario should set i
Page 29 and 30: 2. Establish Regions Ontario should
Page 31 and 32: 3. Regularize Destination Marketing
Page 33 and 34: 4. Encourage a Single Tourism Indus
Page 35 and 36: 5. Open Our Doors Ontario should ad
Page 37 and 38: Set Standards for Success II Set ne
Page 39 and 40: 6. Encourage Leadership For Ontario
Page 41 and 42: 7. Modernize Regulations To encoura
Page 43 and 44: 8. Establish Service and Quality St
Page 45 and 46: 9. Develop the Tourism Workforce On
Page 47 and 48: Invest Wisely III Maximize the impa
Page 49 and 50: 10. Invest in Transportation Infras
Page 51 and 52: 11. Actively Attract Investment The
Page 53 and 54: 12. Help Operators Access Capital O
Page 55 and 56: 13. Transform Our Attractions Ontar
Page 57 and 58: 14. Revitalize Ontario Place Ontari
Page 59 and 60: 15. Cultivate Festivals and Events
Page 61 and 62: Reach Out IV Welcome consumers befo
Page 63 and 64: 16. Redesign Marketing Role Recast
Page 65 and 66: 17. Market Strategically Ontario sh
Page 67 and 68: 18. Focus on Our Unique Products On
Page 69 and 70: 19. Improve Way-Finding Ontario nee
Page 71 and 72:
20. Increase E-Marketing and Online
Page 73 and 74:
Appendix I: Product Ideas During th
Page 75 and 76:
Appendix II: Proposed Regions 72 di
Page 77 and 78:
Appendix III: Research Summary The
Page 79 and 80:
The research included a literature
Page 81 and 82:
Ontario Way-Finding Research Study,
Page 83 and 84:
Ontario Reducing Barriers to Touris
Page 85 and 86:
Appendix IV: Consultation Summary I
Page 87 and 88:
Endnotes 1 Statistics Canada, 2007.
Page 89:
86 Snowshoeing, discover Orilliaing
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Discovering Ontario report - Ministry of Tourism

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