strategic plan 2013-2015 - Tourism Calgary

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The Canadian Tourism Commission leads in international markets with awareness creation for Canada. Keep Exploring. Travel Alberta leads in national and American markets with Alberta. Remember to breathe. Tourism Calgary leads in regional markets with Calgary. Be Part of the Energy. Together, we all work under each other’s leadership to grow our market share. Greater Focus on Research and Brand Awareness In 2013 a greater emphasis will be put on markets of greatest potential growth as well as understanding visitor patterns and perceptions of our destination in order to maximize marketing effectiveness and return on investment. Research is the foundation, the building blocks to effective marketing execution. Tourism Calgary will conduct an in-depth image and visitor experience study that can be used as a benchmark for industry partners for years to come. The objective of this survey will be to measure awareness, image, perceptions and key travel motivators. We will continue to gather feedback on the effectiveness of our marketing programs and determine leading barriers and perceptions in order to identify the strongest customer segments, markets of greatest return and new markets with future growth potential. The following marketing objectives will support Tourism Calgary’s mission, vision and goals: • Increase knowledge and understanding of priority markets, channels, key segments and growth opportunities. • Expand and enhance brand position and assets for consumer engagement. • Deliver increased overnight visits and visitor spending from markets of highest return. • Leverage Tourism Calgary resources through co-operative marketing programs that create greater value and return for partners. 16
strategy by markets Regional Markets of highest potential: Edmonton, Saskatoon and Regina The regional market continues to provide Calgary with its largest share of overnight visits to the city. Statistics Canada’s most recent visitor profile for the Calgary metro area confirms that Albertans make up the largest share of overnight visits to Calgary – at 42 per cent of all overnight visits. Residents from British Columbia, Saskatchewan and Ontario are the next largest markets for visitors to Calgary. Edmonton’s proximity and business ties to Calgary mean it generates the highest number of overnight visits (16 per cent) to Calgary of any major metropolitan area in Canada. While Edmontonians and Albertans comprise the largest number of visitors to Calgary, Saskatoon and Regina are also significant contributors to the city’s visitor economy. Regional overview strengths • Strong, unique events, festivals and experiences including Calgary Stampede and growing culinary, fashion and entertainment scenes • Major shopping centre without provincial sales tax • Alignment of marketing activities with Travel Alberta, industry partners and other city promotional agencies • Loyal, frequent visiting friends and relatives and rubber tire markets weaknesses • Low destination awareness beyond Calgary Stampede and Rockies • Price sensitivity • Limited marketing resources to combat competition • Weaker product shoulder seasons (spring, winter and fall) • Lack of customer relationship management program, regional database strategy opportunities • Travel Alberta multi-million dollar marketing campaign driving attention to Calgary • Internet usage, mobile usage • New attractions – National Music Centre, Heritage Park 50 th anniversary • Awareness created through Calgary Stampede Centennial • Web linkage strategy with industry partners driving traffic to each other’s sites threats • Fluctuating fuel costs • High levels of in-market (in-province) competition (regionally) • Strong dollar – makes outside Canada travel more motivating • Not enough compelling and differentiating local offers 17
Page 1: direction strategic plan 2013-2015
Page 4 and 5: executive review 2012 - A great yea
Page 7 and 8: strategic direction Vision One inno
Page 9 and 10: our brand Calgary’s new tourism b
Page 11 and 12: situational analysis looking back a
Page 13 and 14: destination challenges / opportunit
Page 15: market performance Calgary’s Trav
Page 20 and 21: National Markets of highest potenti
Page 22 and 23: sport and cultural events Overview
Page 24 and 25: visitor and member services Member
Page 26 and 27: performance measurement The followi
Page 29: statement of operations 2010 Actual
Page 32 and 33: Marketing Gisele Danis Vice Preside
Page 34: marketing/ecommerce advisory commit

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