2013 DCBA Strategic Plan - Destination Cape Breton Association

See Appendix F for the full Golf Cape Breton 2013 strategyMeetings and Conventions MarketCape Breton has overdue potential to capitalize on the “events” market. Events can be described asmeetings, conferences, trade shows and cultural and sports events. This market has key industrypartners present the Cape Breton Island brand in a more consistent and focused approach. The 2012goal was to bring partners together to start to gain an understanding of what the cape Breton potentialis as a host destination for the meetings and conventions market.It has been recognized that there needs to be a lead organization driving the events market for capeBreton and in particular within CBRM. DCBA moved forward in 2012 to establish a key group of M&Cstakeholders and who can support a dedicated staff person leading this initiative and effectively growingthis segment.Results for 2012:• 5 CBRM partners participated in Best Practices Mission• Mobilized a key stakeholder group from CBRM, Baddeck and Port Hawkesbury• Pat Lyall, CEO destination Halifax was brought in to present to the partners on where our region“is today” as a destination and in particular and “incentive destination”• The Events Cape Breton registration has been transferred to DCBA• Recruitment has begun for an Events Cape Breton Executive Director and will be lead andfinancially supported by ECBCIn 2013, DCBA will play a lead role in the advisory board that will be formed to work with a newExecutive Director for Events Cape Breton. It is anticipated that this individual will work closely withDCBA and the industry stakeholder group to develop a short and long term plan to attract events toCape Breton.Cruise SectorThe cruise industry is strong and growing. In fact, the cruise industry is the fastest growing category inthe leisure travel market. Since 1980, the industry has experienced an average annual passenger growthrate of 8% per year. An estimated 15 million travelers cruised in 2010, and the current cruise ship orderbook for CLIA member cruise lines includes 24 new builds in 2011 and 2012.New growth in the Niche Cruise sector (small-ship, luxury, and adventure / expedition cruising) presentsan emerging market with strong growth opportunity. The niche cruising market is forecasted to grow at18%-25% vs. 6%-8% for the larger vessels worldwide. The consumer demand for Niche Cruising is drivenby several factors. Two of the most significant factors include growing consumer interest in moreenriching, experiential travel and, with the growth of cruising in general, customers moving up frommainstream or premium lines into the niche sector as they seek higher service levels and newdestinations.As one of five main port partners, Sydney Ports has been actively engaged for years in bringing cruiseships to Sydney and Cape Breton.27