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Ontario Resource-Based Tourism Diversification Opportunities Report

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Ontario Resource-Based Tourism Diversification Opportunities Report Ontario Resource-Based Tourism Diversification Opportunities Report PRODUCT DEVELOPMENT OPPORTUNITIES FOR RESOURCE-BASED OPERATORS December 2002 Ontario Resource-Based Tourism Diversification Opportunities Report PRODUCT DEVELOPMENT OPPORTUNITIES FOR RESOURCE-BASED OPERATORS Prepared for Ministry of Northern Development and Mines By In association with WILD International Insignia Marketing Research Inc. Commonwealth Historic Resource Management Ltd. Tourism Consulting Associates December 2002 TABLE OF CONTENTS 1 – INTRODUCTION .............................................................................................1-1 Ontario Resource-Based Tourism Diversification Program ..................................1-1 Purpose of this Document.....................................................................................1-2 Disclaimer………………………………………………………………… ...................1-3 2 – MARKET AND PRODUCT TRENDS 2-1 Adventure/Ecotourism Market Trends...................................................................2-1 Product Characteristics for You to Consider .......................................................2-11 3 – DEVELOPING NON-CONSUMPTIVE PRODUCTS 3-1 Determining Product Potential ..............................................................................3-1 A Brief “How to” guide for Developing Non-Consumptive Resource- Based Products..................................................................................................3-3 4 – MARKETING/PROMOTION OF PRODUCTS AND PACKAGING 4-1 Why Focus On Packaging?...................................................................................4-1 Defining Tourism Packaging .................................................................................4-2 Tips for Marketing Your Lodge and Resource-Based Tourism Packages............................................................................................................4-3 5 – OVERALL PRODUCT OPPORTUNITIES 5-1 Product Categories ...............................................................................................5-1 Range of Possible Resource-Based Tourism Diversification Opportunities......................................................................................................5-3 Shortlist of Opportunities to Consider ...................................................................5-5 Planning for Trail Systems Development ..............................................................5-6 6 – NATURE APPRECIATION PRODUCT DEVELOPMENT GUIDES 6.1 Wildlife Viewing........................................................................................6.1-1 6.2 Bird Watching...........................................................................................6.2-1 6.3 Old Growth Forest/Forest Canopy Tours.................................................6.3-1 6.4 Wetlands Interpretation Tours..................................................................6.4-1 6.5 Marine Life Interpretation Packages ........................................................6.5-1 6.6 Astronomy/Star Gazing Packages ...........................................................6.6-1 6.7 Rock Hounding........................................................................................6.7-1 7 – OUTDOOR ADVENTURE PRODUCT DEVELOPMENT GUIDES 7.1 Bicycling/Mountain Biking Tours ..............................................................7.1-1 7.2 Walking/Hiking/Trekking Packages..........................................................7.2-1 7.3 Canoeing and Kayaking Instruction/Guided Excursions ..........................7.3-1 7.4 Orienteering/Survival and Outdoor Skills Programs ................................7.4-1 7.5 Tour Boat Cruises of Lakes and Rivers ...................................................7.5-1 7.6 Rock and Ice Climbing .............................................................................7.6-1 7.7 Developing ATV Touring Products/Packages..........................................7.7-1 Table of Contents (cont’d) 8 – CULTURAL HERITAGE PRODUCT DEVELOPMENT GUIDES 8.1 Overall Cultural Heritage Packaging Guidelines......................................8.1-1 8.2 First Nations Cultural Heritage Products/Packages.................................8.2-1 8.3 Developing Railway Cultural Heritage Products and Packages ..............8.3-1 8.4 Forestry and Mining Cultural Heritage Products and Packages .................................................................................................8.4-1 8.5 Arts and Crafts Workshops ......................................................................8.5-1 9 – WINTER PACKAGES PRODUCT DEVELOPMENT GUIDES 9.1 Snowmobile Safari Tours.........................................................................9.1-1 9.2 Lodge-to-Lodge Cross Country Ski Expeditions ......................................9.2-1 9.3 Winter Getaway Packages.......................................................................9.3-1 Federal and Provincial Guidelines and Regulations While not specifically referred to in this document, it should be emphasized that any public and/or private sector organizations and individuals implementing any of the suggested product opportunities and ideas contained in this document should adhere to all appropriate federal and provincial guidelines and regulations. Web Sites and Web Addresses It should be noted that the Government of Ontario does not endorse any specific web sites referred to in this document, whether public or private sector. Web addresses and examples of web pages are provided for preliminary informational purposes only, and as examples of information sources tourist operators may wish to consider while researching new product opportunities. Web site addresses were correct at the time of preparation of this document but may change over time, so it may be necessary to do a search for some organizations referred to in this document, particularly as time passes. 1 – INTRODUCTION Ontario's Resource-Based Tourism Industry encompasses some 1,650 licensed tourist operators that generate hundreds of millions of dollars in revenues annually. This accounts for a significant component of Northern Ontario's tourism revenue, which is where most of these operations are based. The majority of these operations have traditionally focused on fishing and hunting, taking advantage of Ontario's world-class product in this regard. The province's extensive freshwater base (considered to be larger than anywhere else in the world) includes hundreds of thousands of lakes and rivers which offer tremendous fishing and other outdoor opportunities, along with extensive tracts of boreal forest, featuring an abundance of big game and other wildlife. In addition to fishing and hunting, many operators have diversified into a broader base of outdoor adventure activities, family summer vacation experiences, and more specific nature-based and ecotourism products. The purpose of the Ontario Resource-Based Tourism Diversification Opportunities Study, which was conducted in 2001, was to identify alternative resource-based tourism product development opportunities beyond the traditional fishing and hunting markets. There are a number of emerging markets that traditional operators could access with appropriate knowledge and well-conceived business plans. The Study which was undertaken helps provide a better understanding of the magnitude of demand for various types of alternative resource-based tourism activities, market preferences, marketing and packaging opportunities, and the quality expectations of potential customers. ONTARIO RESOURCE-BASED TOURISM DIVERSIFICATION PROGRAM In October of 2000, the Minister of Northern Development and Mines announced a $6.3 million Resource-Based Tourism Diversification Program to help resource-based tourism operations that use Crown land Crown Resources to grow, diversifying the economy of rural Ontario. This Program is expected to complement other government initiatives and build partnerships. Introduction Page 1.1 Ontario Resource-Based Tourism Diversification Opportunities Study – Product Development Opportunities for Resource-Based Operators The success of the Resource-Based Tourism Diversification Program depends upon the extent to which tourist operators understand the market and are able to use market intelligence to shape their business plans, capital investments and marketing plans. One of the key ingredients for the success of this Study component of this Program is the extent to which some of its key findings are accessible to and helpful to tourist operators in their businesses. Therefore, we have developed this comprehensive document entitled: Product Development Opportunities for Resource-Based Operators. This document is intended to be a helpful reference for tourist operators looking to expand into non-traditional resource-based tourism products and packages. Providing assistance for entrepreneurs to develop resource-based tourism in Ontario must be sensitive to the environment and indigenous cultures. Sustainable tourism and maintaining cultural authenticity are indeed cornerstones for developing new resource-based tourism products and packages. This document has, therefore, been conceived with a long-term vision, but is designed to help move forward short-term opportunities for enhancing resource-based tourism product and market development on the part of individual tourist operators. PURPOSE OF THIS DOCUMENT The principal purposes of this document, Product Development Opportunities for Resource-Based Tourist Operators,
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