McGuinty government launches new Ontario Tourism Strategy
Post-SARS
Recovery Program Yields Impressive Returns
TORONTO, June 22 /CNW/ - The McGuinty government is building on
impressive
returns from the post-SARS recovery program with the launch of a
new
tourism strategy, Tourism and Recreation Minister Jim Bradley announced
today
at the start of National Tourism Week.
"The Ontario Tourism
Strategy charts a new course to revitalize and grow
our
tourism industry, to bring more economic prosperity and improve the
quality
of life in communities across Ontario," Bradley said.
Developed jointly with the
tourism industry, the strategy sets out five
directions
for government and industry to improve tourism by:
- embracing a visitor
first philosophy, including a rating system to
help visitors make informed
choices;
-
developing destinations and experiences, with more focus on
"icon"
destinations;
-
recognizing the importance of tourism, including promoting training
and career opportunities;
-
strengthening strategic marketing to ensure effective campaigns and
promotions; and
-
"All of Government" approach, including the use of
information
technology to enable visitors to
look and book online.
"For the first time in many years, and despite the challenges
of the past
year,
the province and its tourism industry finally have a plan for the future
of
tourism in Ontario," said Gary Clarke, on behalf of the Tourism
Federation
of
Ontario. "The tourism industry has worked hand-in-hand with the
province to
develop
this strategy, and we expect to be an active partner in its
implementation
and further evolution. We all have a stake in a strong and
sustainable
tourism industry."
The minister also released an
independent analysis of the Tourism
Recovery
Program, conducted by PKF consulting, which showed that every dollar
invested
through the program yielded $11 in tourism industry revenue.
Between July 1, 2003 and March
31, 2004 the province invested $62.5
million
in tourism recovery initiatives, resulting in an additional 3.6
million
visitors to Ontario. These visitors injected an additional $687
million
into the economy ($285 million in the GTA, and $402 million in other
parts
of Ontario) and supported 13,700 direct and indirect jobs.
"The Ontario Tourism
Strategy will support our ongoing efforts to
revitalize
the tourism industry," said Bradley.
In 2002, tourism generated $18
billion in tourism revenues and supported
nearly
350,000 direct and indirect jobs. The tourism sector is comprised of
150,000
businesses. Tourism is the largest employment sector for young people,
and
a major seasonal employer.
The Ontario Tourism Strategy can
be viewed online at
www.tourism.gov.on.ca.
Backgrounder
-------------------------------------------------------------------------
ONTARIO TOURISM STRATEGY
"Innovative operators, welcoming destinations and great
experiences
will make Ontario the place to
visit again and again."
-
Mission Statement
The Ontario Tourism Strategy, developed jointly with the tourism
industry
to
address the challenges facing tourism in Ontario today, provides a
comprehensive
approach to positioning Ontario as a world-class travel
destination
and a top competitor in global tourism.
Tourism is Ontario's seventh
largest export industry. In 2002, tourism
generated
$18 billion in tourism revenues. The tourism sector is comprised of
approximately
150,000 businesses. It supported 345,000 jobs across the
province
in 2002. Tourism is the largest employment sector for young people,
and
one of the province's major seasonal employers.
In 2003, due to the impact of
SARS and other external factors, Ontario
lost
an estimated $2 billion in visitor spending. This is on top of a longer-
term
challenge that has seen Ontario's share of the global tourism market
decline
over the past two decades.
The Ontario Tourism Strategy
will help to focus ongoing efforts to
revitalize
Ontario's tourism sector in the short-term, as well as provide
government
and industry with a common framework for long-term growth. The
strategy
is comprised of five directions, supported by a set of proposed
actions:
1. Embracing a Visitor First Philosophy
Everything begins with Ontario's visitors - what motivates them,
what
they
expect, what satisfies them and what will encourage them to return to
Ontario.
Action areas include:
- market research to
better anticipate the needs and wants of the
tourism customer;
-
quality experiences through high standards, better staff training
and
service excellence; and
-
a credible quality rating system to help visitors make informed
choices.
2. Developing Destinations and Experiences
Ontario has a diversity of destinations and experiences. The
Ontario
Tourism
Strategy proposes to build on these strengths by identifying and
investing
in destinations that that have natural tourism assets, recognized
geographical
icons and a proven ability to attract visitors. Action areas
include:
- rigorous planning
and development in up to six "icon" destinations
that contribute the majority of
tourism benefits to the province
and/or have solid potential for
future tourism development;
-
revitalizing provincial attractions as magnets for visitors and
catalysts for development;
-
renewal of existing tourism products and new product development to
meet visitor expectations;
-
northern experiences based on natural and cultural assets and
outdoor/wilderness
opportunities; and
-
greater collaboration between Toronto and the Niagara region, as
gateways for Ontario tourism.
3. Recognizing the Importance of Tourism
Tourism contributes to economic prosperity, social and cultural
vitality
and
quality of life in communities across Ontario. Building a greater
awareness
of the importance of tourism among governments, business, investors,
potential
employees and the public is in the best interest of tourism at
large.
Action areas include:
- greater community
recognition and support for the contribution of
tourism at the local level;
-
training opportunities, work experience, volunteer involvement and
careers in tourism;
-
a new role in public policy for industry associations; and
-
celebrating business innovation and quality.
4. Strengthening Strategic Marketing
Ontario must compete with many other travel destinations to attract
visitors.
Strategic marketing that is research-based, coordinated and designed
to
project the personality of Ontario will help ensure that the province is
competitive
in the tourism marketplace. Action areas include:
- provincial
leadership in marketing through a multi-year strategic
marketing plan;
-
stronger destination and experience marketing at the local and
regional level; and
-
greater use of information technology to enable visitors to shop
for,
and book, tourism products
online.
5. "All of Government" Approach
The Ontario Tourism Strategy will guide all provincial activities
related
to
tourism. The Ministry of Tourism and Recreation will lead a coordinated
approach
to tourism across all ministries and agencies, facilitating more
effective
public investment, greater leverage towards common goals and more
clarity
for stakeholders. Action areas include:
- deploying provincial
resources in support of the tourism strategy;
-
recognizing the value of tourism assets in land use and
environmental
design decisions;
-
working with other governments to achieve the policy goals of the
Ontario Tourism Strategy.
The Ontario Tourism Strategy identifies five "enablers"
to building a
strong
and sustainable tourism industry: infrastructure, market intelligence,
tourism
investment, information technology and business skills development.
With more than 300 tourism
stakeholders contributing to its development,
the
Ontario Tourism Strategy is a joint initiative between government and the
tourism
industry. The Ministry of Tourism and Recreation will engage with
stakeholders
across Ontario in the summer and fall of 2004, to develop
detailed
action plans and foster new working relationships. Tourism
stakeholders
will be advised of meetings and working sessions in their sector
or
community.
All tourism stakeholders with an
interest in contributing ideas and input
to
the implementation plan are welcome to participate online, at
www.tourism.gov.on.ca.
