a message from dave petryk, president & ceo · 2018. 3. 12. · a message from dave petryk,...
TRANSCRIPT
A Message From Dave Petryk, President & CEO
Winter 2010/2011
Welcome to the New Year! I hope that all our friends in the tourism industry had a great holiday season and
are now looking forward to a very fruitful 2011.
2010 is a year that will be remembered by us all as a year with numerous peaks and valleys. The highlight for
many of us was the incredible success of the Olympic and Paralympic Games. The spotlight was certainly on
British Columbia with reports of the highest viewership in the history of the Games. Although the Vancouver
Island region didn’t experience significant tourism benefits during Games Time, we at Tourism Vancouver
Island along with many of our partners were in the forefront with our 2010 and Beyond Strategy. This
strategy was made possible through the generous support of the Island Coastal Economic Trust and was
targeted at leveraging the media awareness created by the 2010 Games. Through this strategy we were able
to deliver the Vancouver Island region message to a multitude of media at a time when the demand for
stories was at its highest point. We acquired assets such as: 22 hours of high definition video footage, press
kits for Vancouver Island region communities and the production of several tourism and economic
development videos. All of these assets will be used to continue to position the Vancouver Island region as a
premier tourism destination for many years to come.
As we look forward to 2011 we need to capitalize on the awareness, of Canada and British Columbia, that the
2010 Games created. We at Tourism Vancouver Island have developed strategies to focus on our close-in
markets where “pride in place” remains strong. We will also continue to work in partnership with Tourism
BC in the longer haul and international markets. Of course, all the work that we do is based on partnerships
and collaboration and we look forward to the continued support that we get from the tourism stakeholders
in the region.
Let’s all work together to make 2011 a great year for tourism in the Vancouver Island region!
Sincerely,
Dave Petryk, President & CEO
501-65 Front Street Nanaimo, BC V9R 5H9
Phone: 250-754-3500 Fax: 250-754-3599 Email: [email protected] www.tourismvi.ca
What ’s New - Winter 2011
2010 has proven to be an interesting year for Vancouver Island as a tourism destination. Here are some of
the highlights and trends which were presented at Canada’s West Marketplace by Tourism BC.
Japan
Travel industry expects 2010 to be a rebound year, as the impact by H1N1 was a bigger factor in Japan
than the economic crisis
Canada showed a larger recovery than other long-haul destinations in 2010
South Korea
Through PR exposure on the Vancouver Olympics and with the success of Korean athletes in the
Vancouver Olympics, Koreans view Vancouver as a land of opportunity and success
China
Outbound travel from China expected to reach 51 million in 2010
Approximately 90% to other Asian countries
Canada China ADS agreement signed June 24, 2010
General ADS package tours will include 4 provinces in a 12-day itinerary
United Kingdom
Britain’s economic recovery started in the fourth quarter of 2009 but GDP growth has been at just 1.2% in
2010 and forecasted to be at 2.3% in 2011
A full recovery for the travel industry is not expected until 2013 at earliest with low consumer confidence
exacerbated by rising job losses and higher taxes
Germany, Austria and Switzerland
Interest for new tours and packages both from German media and tour operators
“Canada’s West” remains a very strong brand in the German market and continue to promote with our
key operators and media
In 2010 from January to August German arrivals to BC have increased by 4.2% and to Canada by 8.4%
Australia/New Zealand
Australia still remains the second largest overseas market behind the UK for BC
To BC an increase of 14.7% from Australia and increase of 8.9% from NZ
The industry reports that consumers and booking later, wanting the best airfare
United States
Consumer confidence is low
Unemployment rate is still high but anticipated to stay stable in 2011
Surveys show that Americans are staying close to home when they travel at all, stay for shorter periods
and spend less
British Columbia is the top province of Canadian destinations that US travelers would be most likely to
visit in the next 2 years , unseating Ontario for the first time in 4 years
News from the Travel Trade Department
Industry Training & Events
What ’s New - Winter 2011
The 2nd Annual BC Rural Tourism Conference will
take place April 19-21, 2011 at the Hills Health Ranch
in 108 Mile House, BC. This conference will yet again
provide a venue for those interested in the
protection, promotion and use of natural and cultural
amenities to come together, engage in dialogue and
explore new ideas and solutions. The conference is
currently inviting submissions for presentations and
workshops. The deadline for submissions is January
30th, 2011—acceptance will be made by February
28th, 2011. For more information please visit:
http://www.ruraltourismconference.com/
“A Forum for Tourism Leaders & Students to
Exchange Information”
The Student/Industry Rendezvous will be held
January 27th, 2011 at the Fairmont Hotel
Vancouver. The Student/Industry Rendezvous
format will provide a great opportunity for
businesses to engage with up-and-coming tourism
and hospitality students (your potential employees)
from regional colleges and universities. For more
information on how to get involved, visit the
Rendezvous webpage or contract Terry Bubb,
Coordinator, Provincial Projects & Events,
604-928-0930, or [email protected]
The Vancouver Island Outdoor Adventure Expo is the
only BC trade show of its kind on Vancouver Island
dedicated to people who live life to the fullest, are
passionate and love the thrill of an adventure! Come and join us at the 2nd Annual
Vancouver Island Outdoor Adventure Expo on April 1st - 3rd, 2011 at Pearkes Recreation Centre in Victoria,
BC! Whether you enjoy adventures and activities on the land, sea or fresh water you are bound to find
what you are looking for. At the Expo you will experience the widest array of booths and exhibits spanning
across all areas of outdoor pursuits and adventures.
The Vancouver Island Outdoor Adventure Expo is the ONLY show on Vancouver Island that brings together
buyers and sellers of outdoor adventure products & services under one roof! This Victoria, BC trade show is
a definite MUST for your 2011 marketing campaign! Experience the adventure at this BC trade show by
speaking with a variety of industry experts throughout the three days.
For more information please visit: http://www.ifmevents.com/
The Council of Tourism Associations (COTA) will be hosting the second annual BC Tourism Leaders’ Summit April 11-13, 2011 at the Vancouver Island Conference Centre in Nanaimo, BC. This policy Summit is designed to bring together industry leaders and operators to discuss the specific challenges and opportunities facing tourism in the province, and help guide COTA and its members in government relations strategies and determining policy priorities. A planning committee will be asked to look at media and government relations panels. Plus, invitations will be made to host a government reception and an opposition breakfast. For up to date information please visit: http://www.cotabc.com/
Industry Training & Events
What ’s New - Winter 2011
501-65 Front Street Nanaimo, BC V9R 5H9
Phone: 250-754-3500 Fax: 250-754-3599 Email: [email protected] www.tourismvi.ca
Canadian Tourism Commission Presents: Making Your Tourism Business More Profitable
A free half-day workshop for small to medium-sized enterprises
Tourism businesses know that the secret to being more profitable lies in reaching and selling their tourism experiences to the customer – the right customer. Better understanding and targeting customers is vital to making the best use of precious promotional and product development dollars. Often we understand customers in terms of where they live, what they like to do or their demographics. However, by better understanding what customers feel is important to the quality of their lives and leisure – their values – helps tourism businesses build efficient marketing plans that really get their customers’ attention!
Working with Environics Analytics, one of Canada’s top research firms, the Canadian Tourism Commission (CTC) has created a powerful marketing tool called the Explorer Quotient or EQ. EQ is one of the most innovative consumer segmentation tools to come from the science of psychographics - an evolution of the more traditional approach based on demographics. Instead of defining people according to age, income, gender, family status and education (all of which are valuable) psychographics go deeper and look at people's personal beliefs, social values, and view of the world. This is a major leap forward because these are the factors driving the specific experiences real people seek - and the messaging that will relate to them.
This 3 hour interactive workshop is designed to help your business incorporate EQ into your existing business’ marketing approach, better aligning promotional messages and imagery as well as your product offer with targeted customers. It is delivered by two of CTC’s Authorized EQ Trainers, who are well qualified to help you put EQ to work in your business.
Tourism Victoria Boardroom | 31 Bastion Square, Victoria, BC V8W 1J1
Thursday, January 13, 2011 | 1:30pm – 4:30pm
Open to Tourism Victoria Members | Email [email protected] for the invitation
Tourism Victoria’s Annual Sales & Marketing Showcase
Join Tourism Victoria, as our guest, as we kick off the 2011 Strategic Sales and Marketing Plan. We’re hosting a spectacular afternoon focused on bringing members, stakeholders and industry leaders together to learn about the sales and marketing opportunities and initiatives planned. We’re pleased to confirm award-winning motivation and business speaker Peter Legge. Peter is a member of the prestigious Speakers Roundtable, an invitation-only society comprising twenty of North America's top professional speakers. He is also the CEO of Canada Wide Media Ltd. You can expect to be wowed with entertainment, information and passion at this annual showcase!
Victoria Marriott Inner Harbour
Thursday, January 27, 2011
3:00pm – 7:00pm
Register: [email protected]
Open to Tourism Victoria Members Only.
Tourism Vancouver Island invites YOU to attend
Professional Development Days! Pro-D Days will provide an interactive venue for tourism stakeholders on Vancouver Island to network and brush up on some of the industry’s hottest topics. Don’t miss out on this fantastic opportunity to join your colleagues in this exciting day where you will begin to discover “How to Understand Your Visitors”, establish “How Your Business Keeps Score”, and learn how to keep up with the ever-changing world of
social media in “Social Media for Your Business”.
The Pro-D Days will be held on Tuesday, February 8th 2011 in Port Alberni at the Best Western Barclay Hotel and on Thursday, February 10th, 2011 in Cowichan at
the Arbutus Ridge Golf Club.
The cost is $45/participant and will include the three workshops, networking opportunities, lunch, and a chance to win great door prizes. At this excellent value seats
are expected to go quick!
Space is Limited—Register Today! www.tvitour.ca
What ’s New - Winter 2011
The Faces of Tourism Vancouver Island
Did you know that Tourism Vancouver Island's Industry Services Department has a twitter
account specifically for our Stakeholders and Industry Contacts?
Do you want to be kept up to date on New Marketing Campaigns, Upcoming Events, Workshops,
Job Opportunities, Industry Updates, News Releases or ways to become involved with
Tourism Vancouver Island? If you said yes to any of these …
please follow us at www.twitter.com/tviindustrynews!
Merv graduated from Vancouver Island University with his Bachelor of Tourism Management Degree with Distinction in 2002. Since then he has taught in South Korea and as a sessional instructor in the Tourism and Recreation Department, School of Business at Vancouver Island University. He has been with Tourism Vancouver Island since 2005 and received his Masters of Education (Honours) at James Cook University in Queensland, Australia in 2008. Merv will be undertaking his PhD in the Geography Faculty at the University of Victoria, Fall 2010. Merv enjoys travel, photography, and writing, is learning to play guitar and plans to learn Korean. Merv also enjoys RV camping on Vancouver Island with his wife and zippy dog, Louis Vuitton.
Merv Jefferies
Industry Services Coordinator—
Research
250-740-1221
Facilitates and coordinates community programs with the Ministry of Tourism,
Trade and Investment
Prepares and develops internal research projects, surveys and questionnaires
Monitors external research and prepares reports for internal and external use
Assists in other Industry Services projects as required
2011 Vancouver Island Guides Our brand-new 2011 Vancouver Island Vacation Guide, Outdoor
Guide and Golf Guide have arrived! They will be distributed at
consumer shows and will be available online shortly. Copies will
be sent to all advertising Stakeholders so look for your copy. If
you would like to have these guides available to your guests,
please contact Megan Fisher, Distribution Coordinator at
(250) 740-1220 or [email protected]
For all the whale watching operators out there, this is an opportunity you won’t
want to miss! Planet Whale, in the UK, offers free listings for whale watching
operators on their site. For more information please contact:
Dylan White, Email: [email protected] or visit: www.planetwhale.com
Opportunity Alert!
Click here to check out our latest
Marketing Opportunities