2013 DCBA Strategic Plan - Destination Cape Breton Association

BackgroundIn January 2010, Destination Cape Breton Association embarked on a new direction. It evolved from amembership driven organization to a destination marketing organization. Two plans previouslycompleted were used as references to form the go forward base both internally for organizationalstructure and policy and procedure adherence and externally to define Cape Breton’s branding andpositioning opportunities. In late 2010, ACOA also completed a new plan that adheres to the guidingprincipal of research will drive product development that will in turn drive marketing. Destination CapeBreton Association (DCBA) adheres to this same continuum.The new DCBA has three pillars of business which are the basis of DCBA’s 2013 strategy:Product DevelopmentMarketingVisitor ServicesMission Statement:Utilize our iconic, quality, market ready travel motivators to improve Cape Breton Island tourism throughincreasing the Island’s visitation numbers, accommodations occupancy and length of stay of our visitors,and ultimately, the economic impact of the tourism industry to the Cape Breton Economy.1.0 Cape Breton’s Product Development Agenda1.1. BackgroundProduct Development is one of the three pillars of business of Destination Cape Breton Association(DCBA). Using operator feedback and knowledge gained as the primary building blocks from 2012initiatives, the 2013 Product Development Plan will remain focused on developing transformativeproducts and providing unique opportunities for enhancement to operators and communities in order toensure visitors receive consistent and quality product offerings Island wide.DCBA intends to maintain our support and continue our development efforts around the primarymotivators of travel to Nova Scotia and Atlantic Canada as identified in “The Evolution of Tourism”, NovaScotia Provincial Tourism Strategy, the “Growth Strategy for Tourism – the Right Products Drive NewDemand,” as well as the integrated tourism strategy for ACOA lead by Tourism Atlantic. These travelmotivators include:• Coastal/Seacoast Experiences;• Sightseeing and Touring;• Culture, Entertainment and Heritage;• Cuisine;• Outdoor Activities;• Major and International Events; and• Experiential Accommodations.6