2013 DCBA Strategic Plan - Destination Cape Breton Association

Increase the number of visitors to our VICs by 10%;Conduct one combined Industry and Travel Counsellor Familiarization Tour to increase productknowledge and cross-selling opportunities between industry and VICs;Pilot project selling Parks Canada passes and Cape Breton books at Sydney VIC;Core VIC staff participation in specific “Visitor Inspired” training sessions to enrich the visitorexperience and encourage length of stay and increase spend;Core VIC staff to be given additional technology training;Consistent user friendly resource tools for VIC/Operators to build better communication;Initiate Monday Morning Information Sessions to foster communicate between DCBA and VICs,to engender a cooperative approach, provide market updates, discuss progress towards 2013sales goals, provide training, and problem-solve opportunities for improvementCollection of data on specific collateral our visitors want and use;Marketing and Visitor Services to develop online fulfillment package to meet enquiries yearround; andConduct two Industry Professional Development sessions to reinforce a tourism culture in CapeBreton.The 2012 participating industry partners were satisfied with the efforts and results of the Halifax Kiosk,and this supported our continued partnership in 2013. While the kiosk did provide a presence on theHalifax waterfront, there is an opportunity to improve this presence to be more uniquely identified.In 2013 we will:• Continue with the Cape Breton Island standalone kiosk on the Halifax Waterfront• Present an engaging atmosphere with regularly-scheduled animators and artists to provide aglimpse into what the visitor could find during a Cape Breton vacation• Provide the direct promotion of the Essential Cape Breton Experiences booklet• Track conversion of visits to the Halifax visitor kiosk through website conversion study and onsitevisitor surveys done through online surveys and QR codesActionsCapitalize on Strengths and OpportunitiesHuman Resources:The knowledge, expertise and enthusiasm of VIC staff helps to add value to the visitorexperience. This potential needs to be fully developed into a training program to teach staff toread the customer and their requirements, tell our story, and capture the customer details toshare with Marketing.Enhance visitor satisfaction through highest quality of personal visitor welcome and informationservice delivered at the VIC.Clearly define role for seasonal staff.46