Newfoundland and Labrador Product Development Strategy

- 76 -Currently, IDO is working on a number of product initiatives such as Wine/Culinary Tourismand Aboriginal Tourism development. They are also playing an increasing role in assistingmunicipalities and providing them with the tools they need to develop tourism. They are alsoactive in encouraging new investment in tourism in the province by identifying investmentopportunities and taking information on these opportunities to national and international tradeand investment forums.Ontario Tourism Marketing Partnership Corporation (OTMPC)This is a public private partnership (an Ontario form of Special Operating Agency similar to aCrown Corporation in other jurisdictions) with an industry board and significant funding fromgovernment. The main role of this group is marketing but they are also actively involved inproduct development, with a focus on developing market ready products and experiences thatrespond to emerging market trends and opportunities. On the product development side,OTMPC works with three industry-led product committees - the City, Touring and Outdoorcommittees.o Outdoor Committee - identify, develop and facilitate outdoor experiences, packagingprograms and product allianceso City Committee - identify, develop and facilitate city experiences, packagingprograms and product allianceso Town and Country Committee - identify, develop and facilitate touring experiences,packaging programs and product alliancesOTMPC assists Ontario tourism suppliers with key aspects of product development,marketing and sales. They offer workshops and handbooks on both packaging and travel trademarketing.OTMPC’s product development effort involves groups of operators organized loosely in‘product alliances’. The effort concentrates on developing new tourism products to marketreadystatus and ensuring that tourism operators understand the importance and benefits ofpromoting the complete tourism experience, rather than the individual features of the productor region.OTMPC staff and its Product Committees lead suppliers in these product alliances throughfour distinct Product Development phases, including; a review of existing and new research,development of product criteria and research-driven product "experiences", new promotionalopportunities including web site, brochures and participation in media events, and acomprehensive evaluation of the developmental year and preparation of a draft three-yearmarketing plan. The Fifth Phase is ongoing implementation. Each alliance establishes a setof criteria for membership as well as criteria for the types of packages and experiences thatwill be offered through the alliance. The steps in the process are described below:First Phaseo Product Committee struck by a private sector, public sector partnership between industryand governmentTHE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study