Discovering Ontario report - Ministry of Tourism

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Next Steps • • • • • • Consult with the industry and partners on the number and names of the tourism regional boundaries proposed in this report (see Appendix II for map). The boundaries of the regions should be finalized before 2010. The Ministry of Tourism should provide a framework to assist regions in their decisionmaking process for defining regional boundaries. This Report proposes names for each region, but the final name should be chosen by the region and reflect the tourism experience to be enjoyed there. Establish one DMMO in each region. (This should be led by industry in partnership with government.) The initial steps to create regional DMMOs should begin by 2010, including governance and accountability relationships. (See Recommendation 3) Equip DMMOs with the capacity to create and implement regional tourism strategies that include marketing and research; product development and packaging; setting investment attraction and infrastructure priorities; identifying training needs and priorities; and setting quality standards. Encourage the DMMOs to develop partnerships and collaborate with municipalities, chambers of commerce and other local groups that support tourism. Ensure the Ministry of Tourism has the resources to help stakeholders establish regions and achieve their full potential. Provide government support for the industry via the regional DMMOs. “We need to move beyond viewing Ontario as a single destination and create structures to [provide] a variety of regional and experience-based destinations within the province.” Nature & Outdoor Tourism Ontario Written submission Result • • • • Regions will be defined more clearly and coherently to prospective tourists. All DMMOs will be stronger and have a greater ability to provide regional leadership, set priorities and collaborate between regions. A single point of contact for management of tourism will be provided for both the industry and government at the regional level. A unique brand and experience will be created (within a provincial strategy) by each region, increasing its competitive advantage. discover ing o n t a r i o — a re p os rt r ao tn e gt hy e i f— u t uw ro e r ok f t ot og ue tr hi se mr 27
3. Regularize Destination Marketing Fees To help support expanded regional tourism marketing and management efforts, the province should standardize Destination Marketing Fees (a fee on the room portion of a guest bill) across the province. Context Destination marketing fees are a great boon to the local areas where the fee is collected. The proceeds are used by local tourism associations to promote that area as a destination. This allows regions to create local marketing campaigns and, as a result, most see an increase in tourism visits. In addition to destination marketing, some regions use the proceeds from destination marketing fees to fund capital projects, develop tourism markets and expand tourism programs. Most importantly, the fees provide a sustainable and predictable funding source for tourism marketing organizations. A majority of Ontario’s hotel rooms already have a Destination Marketing Fee. Hotels in more than a dozen areas (including Toronto and Ottawa) have chosen to charge the fee. When Ontarians travel outside the province they often pay a marketing fee on their hotel room bill; Quebec and most of our bordering U.S. states also charge a marketing fee. British Columbia, Alberta Prince Edward Island, Nova Scotia and Newfoundland and Labrador also have provincially legislated hotel room marketing fees. Participants in our Study roundtables stated that the current uneven application of DMFs is creating “have” and “have not” destinations. The areas that have DMFs are much better positioned to market and to access partnership funds than those regions and areas without a DMF. The standardization of DMFs across Ontario would help all regions achieve their potential. 28 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 and 20: Dollars spent developing tourist at
Page 21 and 22: One Goal and Four Strategies Ontari
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: 2. Establish Regions Ontario should
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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