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Tourism Victoria Presentation Title Welcome to Tourism Victoria’s 2016 Business Plan Launch! Follow the action on Twitter: @TvicTweeters @YYJConferences #TVICBPL Victoria…It’s More Than That #TVICBPL #TVICBPL Tourism Victoria Overview Why We Exist Mission • We inspire the world to experience our destination #TVICBPL Why We Exist Vision • Tourism Victoria will be internationally recognized as a leader in sustainable tourism development, ensuring Greater Victoria remains one of the top destinations in the world #TVICBPL Why We Exist: Customer Recall Source: Tourism Victoria Exit Survey, 2014 #TVICBPL Why We Exist: Measured Results 78:1 2015 Campaign ROI Source: Insignia Research #TVICBPL Stakeholders #TVICBPL 2015 Overview #TVICBPL 2015: Others Taking Notice Gold Victoria, the Idea Capital Video Book Sales Brochure Gold Victoria, Beyond Words Baggins Shoes Partnership Garden Destination of the Year International Garden Tourism Network #TVICBPL Year 2 of 3 Year Plan #TVICBPL 2016 Objectives #TVICBPL Strategy Map #TVICBPL MRDT Renewal Agreement • Remove Grandfather status and grant Tourism Victoria Eligible Entity status • Sales and Marketing at Victoria Conference Centre • Industry Contribution to David Foster Harbour Pathway • Voluntarily Increase MRDT from 2% to 3% #TVICBPL Collaboration: Meetings Integration #TVICBPL Collaboration: Ottawa Mission #TVICBPL Belleville Terminal Video #TVICBPL Alignment #TVICBPL Regional Gateway #TVICBPL Research and Analytics Tourism Sector Performance Source: Chemistry Consulting, Destination BC, Conference Board of Canada #TVICBPL Increasing Room Nights Sold and Revenue, Sustaining Peak Occupancy 160,000 100% 70% Annual 90% 140,000 Average Occupancy 80% in 2015 120,000 70% 100,000 60% 80,000 50% 40% 60,000 30% 40,000 20% 20,000 10% 0 0% Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Room Nights Sold Available Room Nights Occupancy Rate 2014 Occupancy Rate Source: Chemistry Consulting #TVICBPL 2016 Focus on U.S. Travel Markets Devalued Commodities U.S. Travel Market . Slower outbound travel Opportunity increases from Asia Pacific . 3.7 million . Tied to 3% global economic potential travellers growth forecast for BC from the Northwestern U.S. Devalued Canadian Dollar . $4.9 Billion in . Incents domestic travel, BUT potential revenue tempered by financial and job concerns . U.S. travel +4%, outpacing overall . AB consumer confidence hit economy a 10-year low in January 2016 Source: Conference Board of Canada, U.S. Office of Tourism and Travel Industries, Destination Canada Global Tourism Watch, Destination BC #TVICBPL Focus on Value of the Experience, Not the Value of the Dollar • Destination marketing remains critical to gain the attention of prospective American guests seeking experiential tourism offerings • Exchange rate is a factor for only 11% of American guests to BC, Greater Victoria • Canadian travel prices are rising with inflation Couple weekend getaway from San Francisco (U.S. Dollars) Victoria BC $525 Seattle WA $402 Portland OR $432 Phoenix AZ $318 Source: Conference Board of Canada, Destination BC , Expedia.com search on February 18th for lowest package rates on air & hotel for a couple travelling on August 12-14 or August 19-21, 2016 #TVICBPL Leisure Marketing Digital Platforms Meetings Marketing We’ve Come a Long Way #TVICBPL #TVICBPL Bull’s Eye Target • 38-years-old • Free Spirit • Living in Seattle • Needs to educated that Victoria isn’t boring #TVICBPL #TVICBPL #TVICBPL #TVICBPL #TVICBPL #TVICBPL #TVICBPL #TVICBPL #TVICBPL In Just Three Years Occupancy RevPar 19% 36% November December #TVICBPL Addressing Seasonality #TVICBPL Integrated Content & PR #TVICBPL Integrated Content & PR #TVICBPL Integrated Content & PR #TVICBPL Integrated Content & PR #TVICBPL Redefining our Digital Strategies #TVICBPL Principles 5 to guide us #TVICBPL 1. Content-Rich • We will be the publishers of content people want to consume • Representing our members BEYOND THE LISTING • Integrating our content into the hyper- connected world, driving traffic back to our website and back to YOU #TVICBPL 2. Data-Driven Personalization • Personalization of First the digital Second Party Party Data experiences we Data serve to our Third Party customers Data DMP Personalized Experience #TVICBPL 3. Attention-Driven Design #TVICBPL 4. Mobile First • Progressive enhancement #TVICBPL 5. Deep Strategic Approach Phase 1 - Audit & Consulting Discovery Phase Marketing & Tech Owned and Paid Channel Social Audit Platform Audit Audit Phase 2: Strategy Definition Phase Setting Digital & Content Consumer Journey User Experience Strategy Mapping Phase 3: Execution Import Data to Tag and Syndicate Develop New Execute New DMP all Content Content Digital Platforms #TVICBPL Meetings Marketing #TVICBPL Year of Integration • Email platform • Lead generation/nurturing platform • Sales calendar • Social media • Marketing/PR #TVICBPL Meeting Marketing #TVICBPL #TVICBPL Local Host Program #TVICBPL #TVICBPL #TVICBPL #TVICBPL #TVICBPL Travel Trade Sport Tourism Cruise 2015 - 2016 Travel Trade Evolution #TVICBPL 2015 China Trade Mission #TVICBPL Travel Trade Strategy 1. Continue with segmentation of international markets 2. Deep dive for strategic insights 3. Increase effectiveness of resources 4. Increase opportunities for members 5. Build innovative, high performance leisure department 6. Continue to leverage partnerships with DBC and DC #TVICBPL Market Review: USA #TVICBPL Market Review: China #TVICBPL Market Review: Australia #TVICBPL 2016 Travel Trade Shows • USA – Clipper Vacations Show – Go-West – USTOA – Cruise 360 – Active America - China • Canada – CTC RVC 2016 – Canada’s West Marketplace – CITAP • Australia – CTC Corroboree Australia • Asia – CTC Showcase China – CTC Focus Japan #TVICBPL Cruise • A progressive DMO plays a role in cruise: – Support the local Harbour Authority – Assist member businesses to interface more efficiently – Partner on marketing and sales initiatives #TVICBPL Sports Tourism • SportHost partnership • Priority: – Shoulder season – Work with facility partners in Saanich and Westshore – High profile opportunities #TVICBPL Member Services Festivals & Events Membership #TVICBPL From Across the Region #TVICBPL Festivals and Events • Investment – Between our Tourism Victoria and Hotelier Partners over $250,000 invested supporting approximately 20 events – Demand far exceeds available resources – Need to be strategic with investments – Standardizing reporting procedures economic impact data points so they can be evaluated consistently #TVICBPL Visitor Services Budget Overview Visitor Services Visitor Centre / Member's Revenue $2,000,000 $1,500,000 $1,000,000 Gross Sales Member Revenues $500,000 $0 2012 2013 2014 2015 2016 - est Year #TVICBPL Ogden Point • Expand opportunity to share destination information • Work with GVHA, Western Stevedoring, Attractions Victoria and Victoria AM Association • Started in 2015, continuing in 2016 2016 228 cruise ships 500,000+ passengers #TVICBPL 2016 Budget Overview • Expected revenue increases • Align with 2015 • Focus revenue increase towards more marketing and sales initiatives: • General Marketing • Meeting and Incentive Travel • Travel Media • Modest increase in expenses • Lease rates, labour costs, foundational tools #TVICBPL 2016 Budget Overview Gross Revenue / Labour Costs $6,000,000 60% $5,000,000 49.9% 43.6% $4,000,000 40.1% 39.8% 37.4% Gross $3,000,000 40% Revenue 38.3% Labour Costs $2,000,000 Ratio $1,000,000 $0 20% 2011 2012 2013 2014 2015 - 2016 - est unaudited Year #TVICBPL Tourism Panel Collaboration Panel Participants Ian Robertson Marsha Walden CEO President & CEO Greater Victoria Destination BC Harbour Authority Geoff Dickson Jocelyn Jenkyns President & CEO Deputy City Manager Victoria Airport City of Victoria Authority Bill Lewis Moderator Chair Paul Nursey Tourism Victoria President & CEO Tourism Victoria #TVICBPL REGIONAL COLLABORATION TRAVEL MEDIA CO-OP Marketing Partnerships $3.3 million to support 59 projects across BC, in fiscal 2016/17 #TVICBPL Tourism Victoria GVHA & the Benefit of Cruise Presenter: Ian Robertson, CEO – GVHA D a t e : F e b 24 , 2 016 ABOUT GVHA Greater Victoria Harbour Authority, a not-for-profit organization, owns and operates deep water, marina, and upland holdings throughout Victoria’s Harbour. 88 GVHA’S VISION We envision: • a working Harbour where people live, learn, work, and play; a spectacular gateway into Victoria's past and into its future, with a vibrant look and feel, linking communities and all people together. • a GVHA organization that is recognized by the community as an effective marine asset manager, and as a trusted advocate and partner, working for the common good of the Harbour and the Region. 89 OGDEN POINT An active cruise ship terminal at the edge of James Bay. A café, pocket parks, breakwater walk and First Nations mural can all be found at Ogden Point. 90 THE VALUE OF CRUISE . Ogden Point is the busiest cruise ship port-of-call in Canada and the cruise industry is responsible for 56% of GVHA’s annual revenue . 5% increase in average time spent in port, 23% increase in daytime calls & 50,000 more passengers than in 2014 . Industry supports 880 direct and indirect jobs in the region . Overall economic impact of cruise for the Greater Victoria region estimated at over $100 million . Per passenger spending of $66.11 on average in 2012, with per crew member spending of $64.10, with total direct spending of $32 million from cruise passengers & crew in 2014 . Cruise activity generated $1.79 billion for the BC economy in 2014 . 2015 season — 227
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