TFJ3C Ms. Mulligan Smith

A Dynamic Industry The H&T industry is one of the most dynamic industries in the world Over the last 20 years, tourism has been on the rise (approx. 4% per year) China, Brazil, India and Russia have seen the largest industry growths... Why???

Industry Successes Economic growth Rising disposable incomes Technology has shifted the marketplace to the consumer (ratings and price comparisons) There is a growing interest in ecotourism Packaged vacations Cut-price air fares Improved transportation equipment and facilities that reduce travel time

Industry Challenges Increased competition from other countries Only so much money can be used in tourism advertising and marketing from the government Canadian dollar fluctuations Harsh weather conditions Unpredictable weather conditions Most of Canada is not “desirable” for most tourists... North of the ‘tree line’

The Biggest Challenge... Canadian travelers spend more aboard than international travelers spend here in Canada

What we need to do to ‘pump up’ the H&T Industry in Canada? Increase the awareness of Canada Clear branding strategy Improve access and movement of travelers Ease of access and comfort in Canada Product development and investment Increase product development and put more money into the tourism industry’s assets and products Skills and labour Skilled and trained workers in the hospitality and tourism sector Capitalize on our strengths Oceans, mountains, outdoor activities, 4 seasons Practice good CUSTOMER SERVICE!!!

Customer Service and Satisfaction Location of facilities Quality of available resources Tourists prefer accommodation that is closer to the main attractions Equipment limitations reduce the scope of tourist activities

The Life Cycle of a Tourist Destination Tourist destinations go through many stages: Inception- starting out Growth- getting bigger but still some growth to come Maturity- getting to the peak Decline- not doing as well as it could

The Effect of Weather and Seasonal Changes Weather and our 4 different Canadian seasons have a huge impact on our hospitality and tourism industry: Availability Peak seasons vs off seasons Pricing Quality of products and services within the tourism industry

Strategies to Increase Market Share What strategies do tourism companies use to increase their market share? Loyalty reward plans Prizes and contests Customer appreciation days

The Role of the Government What is the role of the government and of industry associations in regulating and supporting the tourism industry? The three levels of government, directly or through various agencies, run many of Canada's most important tourism attractions, including parks, museums, sports stadiums and convention centres. Governments also establish policy and legislative frameworks and administrative practices that support and affect how tourism businesses operate. The diversified nature of the tourism sector makes it critical that all partners find ways to collaborate to build world-class destinations that offer first-class service and uniquely Canadian experiences.

Relevant Associations Association of Canadian Travel Agencies Attractions Ontario Canadian Restaurant and Foodservices Association Canadian Sports Tourism Canadian Tourism Commission (CTC) Canadian Tourism Human Resource Council (CTHRC) Canadian Institute of Travel Counsellors Federation of Ontario B&B Accommodation Festivals & Events Ontario (FEO) Hospitality Human Resource Professionals Association (HHRPA) Nature & Outdoor Tourism Ontario Ontario Accommodations Association (OAA) Ontario Camping Association Ontario Culinary Tourism Alliance Ontario Marine Operators Association Ontario Ministry of Tourism Ontario Private Campgrounds Association (OPCA) Ontario Restaurant Hotel Motel Association (ORHMA) Ontario Trails Council Ontario Wine Council Premier Spas of Ontario Resorts of Ontario Smart Serve Ontario The Tourism Industry Association of Ontario (TIAO) Travel Industry Association of Canada

Changes in Society Affecting the Industry Societal trends (ecotourism, viniculture) Aging population increasing elderly travel and activities (river cruises, slower pace trips) Interest in viniculture rising (wineries) Health awareness increasing (resorts and spas)

Societal Trends Increasing popularity of chains (chain restaurants) Sports facilities Ready-to-eat meals Family-friendly atmosphere Ethnic foods WHY?? Both parents work Convenience Longer work hours Healthy eating Customers more knowledgable

Usefulness of Information Systems Use of databases to enhance customer service Tracking customer usage Internet Cookies Rewards/points systems Maintaining client profiles Client preferences and needs