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Back on the Map – Tourism Strategy Framework

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Back on the Map – Tourism Strategy Framework Final Report January 25, 2019 Shuniah Tourism Strategy – Final Report Front cover photo by: Pierre Nantais Contents List of Tables .................................................................................................................................................. iii List of Figures ................................................................................................................................................. iii Acknowledgements ........................................................................................................................................ 1 Executive Summary ........................................................................................................................................ 2 1. Background ............................................................................................................................................. 7 1.1 Why Tourism Matters ..................................................................................................................... 8 1.2 What Motivates Northwestern Ontario Tourists? .......................................................................... 9 1.3 The Importance of Wayfinding ..................................................................................................... 11 2. Shuniah’s Tourism Context ................................................................................................................... 12 2.1 Location ......................................................................................................................................... 12 2. 2 Current Tourism Assets ................................................................................................................. 13 Sights & Activities: ................................................................................................................................ 13 Businesses & Organizations: ................................................................................................................. 14 Events: ................................................................................................................................................... 15 Outdoor Recreation: ............................................................................................................................. 15 2.3 SWOT Summary ............................................................................................................................. 17 3. Back On The Map – Tourism Strategy Framework ............................................................................... 19 3.1 Guiding Principles .......................................................................................................................... 20 3.2 Tourism Focus Area #1: Community Pride and Promotion .......................................................... 21 Main Goals of Focus Area #1: ............................................................................................................... 21 3.3 Tourism Focus Area #2: Lake Accessibility .................................................................................... 22 i | P a g e Shuniah Tourism Strategy – Final Report Main Goals of Focus Area #2: ............................................................................................................... 22 3.4 Tourism Focus Area #3: Outdoor Recreation and Trails ............................................................... 23 Main Goals of Focus Area #3: ............................................................................................................... 23 3.5 Tourism Focus Area #4: Business Connections ............................................................................. 24 Main Goals of Focus Area #4: ............................................................................................................... 24 3.6 Tourism Focus Area #5: Regional Collaboration ........................................................................... 25 Main Goals of Focus Area #5: ............................................................................................................... 25 4. Strategic Pilot Projects & Action Plan ................................................................................................... 26 4.1 Wild Goose Beach Development & Promotion Pilot Project ....................................................... 26 4.2 “Take the Scenic Route” Pilot Project ........................................................................................... 27 4.3 “Visiting Shuniah” Visitor Information Pilot Project ..................................................................... 28 4.4 Tourism Data Measurement Pilot Project .................................................................................... 30 5. Final Considerations .............................................................................................................................. 31 5.1 Implementing and Adding Action Items ....................................................................................... 31 5.2 Other Key Performance Indicators ............................................................................................... 32 5.3 Effort vs. Impact ............................................................................................................................ 32 5.4 Growth and Community Benefits ................................................................................................. 32 ii | P a g e Shuniah Tourism Strategy – Final Report List of Tables Table 1: Research Insights .............................................................................................................................. 2 Table 2: Stakeholder Activity Summary ......................................................................................................... 4 Table 3: Shuniah Tourism Strategy Framework Summary ............................................................................ 4 Table 4: Spending by Visitor Motivation in Northwestern Ontario ............................................................... 9 Table 5: Recreational Activities Comparison Summary ............................................................................... 16 Table 6: SWOT Analysis Summary ................................................................................................................ 17 Table 7: Wild Goose Beach Development Project Summary ...................................................................... 26 Table 8: Lakeshore Scenic Route Development Project Outline ................................................................. 28 Table 9: Shuniah Visitors Webpage and Guide Project Outline .................................................................. 29 Table 10: Tourism Data Measurement Pilot Project Outline ...................................................................... 30 List of Figures Figure 1: Northern Ontario Priority Consumer Segments ........................................................................... 10 Figure 2: Key Elements of a Successful Tourism Area (Lake Superior Northern Tourism Strategy) ........... 11 Figure 3: Map of Shuniah Municipal Boundaries (Google) .......................................................................... 12 Figure 4: Shuniah Tourism Strategy Framework Diagram ........................................................................... 19 iii | P a g e Shuniah Tourism Strategy – Final Report Acknowledgements The Municipality of Shuniah and the project development team would like to thank the residents, business owners, community leaders, municipal representatives and regional tourism organizations that participated in this project and contributed to the development of this new Tourism Strategy. The Municipality of Shuniah acknowledges that we are located in the Robinson-Superior Treaty Territory and the land on which we live is the traditional territory of the Anishnaabeg and the Metis. This project has been made possible by the Ontario Ministry of Tourism, Culture and Sport. We gratefully acknowledge the input and insights provide by the respective representatives of over 20 businesses and organizations: Shuniah Council & Businesses Neighbouring Regional Administration Communities Organizations • Wendy Landry, • Crystal Beach Variety • City of Thunder • Thunder Bay CEDC Mayor • Crystal Beach Bay Tourism • Canadian Restaurant • Township of Lighthouses of Councilors: • Thunder Bay Nipigon Lake Superior • Duff Stewart International Hostel • Red Rock • Canada Parks • Donna Blunt • Lakeshore Variety Township National Marine • Don Smith • Bears, Bees & Honey • Dorion Township Conservation Area • Ron Giardetti • Thunder Bay KOA • Municipality of • Superior Country • Neebing • Destination Management: The Fish Shop • • Municipality of Northern Ontario • Paul Greenwood Diamond Willow Amethyst Mine Oliver Paipoonge • Nadene Hunley • Eldorado Beach Bed • Jason Evans & Breakfast • Craig Baumann • Mount Baldy Ski Area • Susan Moore • Seek Adventure Tours • Blair Arthur • Such A Nice Day Recreation Coordinator Adventures • Kathie Manuala 1 | P a g e Shuniah Tourism Strategy – Final Report Executive Summary Shuniah’s new Tourism Strategy is a comprehensive framework that identifies current high priority opportunities and provides guidance for evaluating future opportunities and projects in this sphere. Back on the Map is both a literal and figurative descriptor of what this strategy
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