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Best Practices ADVENTURE TRAVEL AND ECOTOURISM BEST PRACTICES TOUR 2000: L EADING O NTARIO AND Q UÉBEC O PERATORS S HARE T HEIR E XEMPLARY P RACTICES Prepared by THE ECONOMIC PLANNING GROUP of Canada on behalf of The Canadian Tourism Commission July 2000 Canadian Cataloguing in Publication Data Main entry under title : Adventure travel and ecotourism best practices tour 2000: Leading Ontario and Quebec operators share their exemplary practices Issued also in French under title: Tournée des pratiques exemplaires 2000 en tourisme d'aventure et écotourisme : des chefs de file de l’Ontario et du Québec dévoilent leurs pratiques exemplaires ISBN 0-662-29701-6 Cat. No. C86-116/2000E 1. Adventure and adventurers -- Canada. 2. Ecotourism -- Canada. 3. Package tours -- Canada. 4. Tourism -- Canada. I. Economic Planning Group. II. Canadian Tourism Commission. G155.C3A35 2000 338.4'791704648 C00-980504-4 For printed copies, please contact: Canadian Tourism Commission - Distribution Centre 235 Queen Street, 8th Floor, west Tower Ottawa (Ontario) K1A 0H6 Telehone: (613) 954-1724 Fax: (613) 952-2320 T ABLE OF C ONTENTS SECTION 1 – INTRODUCTION .................................................................1 Introduction and Objectives ........................................................................................ 1 Contents of this Report................................................................................................ 2 Overview of the Tour Program .................................................................................... 2 Host Operators Selected for the 2000 Best Practices Tour .........................................................3 National Tour Participants ..........................................................................................................4 Regional Participants from Ontario and Québec ........................................................................4 Acknowledgement of Key Partners and Sponsors .................................................... 5 MasterCard - Official Corporate Sponsor...................................................................................5 Other Acknowledgements.............................................................................................................5 SECTION 2 – OUTSTANDING BEST PRACTICES AND LESSONS LEARNED FROM THE CTC BEST PRACTICES TOUR 2000 ........................7 Introduction .................................................................................................................. 7 Outstanding Best Practices Identified During The Tour........................................... 7 Defining Adventure Travel & Ecotourism ...................................................................................7 Partnerships.................................................................................................................................9 Internet Marketing .....................................................................................................................13 Customer Service .......................................................................................................................15 Product Development.................................................................................................................17 Staffing And Training.................................................................................................................22 Environmental Stewardship .......................................................................................................24 SECTION 3 – PRESENTATIONS ON BEST PRACTICES DELIVERED DURING THE TOUR .............................................................................25 Introduction .................................................................................................................25 “Lessons Learned in Cultural Tourism: The Importance of Authenticity, Community and Industry Involvement, and Marketing” – The Anishinabe Experience ...................................................................................................................27 I Authenticity ................................................................................................................................27 Community Involvement.............................................................................................................28 Involvement In Your Local Tourism Industry ............................................................................28 No Single Business Has All The Resources It Needs To Succeed ..............................................29 Marketing...................................................................................................................................33 “The Strengths of our Adventure Cruising Business: Best Practices in Ecotourism and Adventure Tourism” – Ecomertours Nord-Sud Inc................. 35 Background................................................................................................................................35 Development and Innovation - A New Field, A New Concept!..................................................36 What Sets Us Apart ....................................................................................................................37 Business Impact .........................................................................................................................38 Promotion ..................................................................................................................................39 Client Service.............................................................................................................................41 Training of Human Resources ...................................................................................................42 Management and Motivation of Staff.........................................................................................42 Involvement In The Industry ......................................................................................................43 “Partnerships: The Road to Success!” – Excursion Mauricie ................................ 45 Finding Your Clientele...............................................................................................................45 Promotion With Partners - The Power Of Helping Each Other!...............................................47 Mutual Benefits of Partnerships ................................................................................................47 Partnership With Le Baluchon Country Inn: - The Quality of Partners: A Sign of Success!...48 Partners That Work at Le Baluchon - Daily Collaboration! .....................................................49 Other Best Practices – What Sets Us Apart...............................................................................50 “Redefining Nature Tourism, Product Diversification, and The Importance of Partnerships and Social Involvement” – Expédition Eau Vive .......................... 51 Introduction................................................................................................................................51 Redefine And Classify Nature Tourism......................................................................................51 Product Diversification..............................................................................................................53 Target Marketing .......................................................................................................................55 Social Involvement .....................................................................................................................55 Training......................................................................................................................................56 Conclusion .................................................................................................................................56 II “Finding Your Niche and Specializing” – Horizon Nature Aventures .....................57 We Are In The Era of Specialization..........................................................................................57 Create Solid Partnerships..........................................................................................................60 Move Off The Beaten Path.........................................................................................................61 “INTERNET POWER: Shaping the Future of Your Business” – Killarney Outfitters ......................................................................................................................................63 The Process - Half the fun is getting there! ...............................................................................63 Your Website Is Your Business - Invest in it ..............................................................................64 Return On Investment (ROI) – Ensure your site is performing for you ....................................66 Manage Your Customers - They are the future of your business...............................................68 “Made to Measure Experiences: Made to Measure Adventure” – Québec Hors- Circuits.........................................................................................................................71 Adaptation and Innovation - Innovate or Die!...........................................................................71 Diversity.....................................................................................................................................72
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