1. Demand Generator Workshop
Grey County Tourism Action Plan 2009
Demand Generator Workshop
Owen Sound
March, 2010
The Resource Management Consulting Group

2. Today... Input to Tourism Destination Development Action Plan
Focus on Matching Grey County’s Tourism Products and Markets
Start with your input to Grey County’s tourism brand
Two Discussions
Grey County Demand Generators
Product Market Match
Wrap up
5/23/2018

3. Welcome Introduce yourself Grey County as a tourism destination Name
Organization
Tourism role
Grey County as a tourism destination
What makes it a great place for visitors?
What’s not so great
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4. Matching Products and Markets
Grey’s Demand Generators & Products
Match
Our Visitors
Tourism Trends
Destination Development & Marketing Actions
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5. Demand Generator
…the main reason that prompts someone to travel and visit a community, away from their home area.” [1]
From the visitor’s perspective...
Primary motivator
Memorable
Reason to leave home
1] “Understanding Tourism Demand Generators – A Handbook and Tools for Tourism Industry Leaders in Ontario”, Ontario Ministry of Tourism Investment and Development Office, 2006
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6. From our perspective.... Demand Generator = Core Attractor
Travelling
Diversions
Demand generators can…
Draw visitors in one season or many seasons
Be one product or a combination of products
Attract mass markets or niche markets
Supporting
Demand Generator
Demand generators can be…
Any aspect of nature/history/culture or
Part of the build landscape retail/
hotels, restaurants/theatres, etc.
Anything that motivates large
numbers of people to come to a place
Attractions
Experiences

7. Destinations have > 1 DG....
Travelling
Demand Generator 2
Supporting
Diversions
Attractions 1
...it can get complicated, especially for visitors

8. Using Demand Generators
Identifying Grey’s key demand generators will help...
Manage Grey as a tourism destination
Build successful partnerships
Strengthen existing products
Identify new product opportunities
Understand infrastructure needs
Focus marketing activities
Demand generators can…
Draw visitors in one season or many seasons
Be one product or a combination of products
Attract mass markets or niche markets
Demand generators can be…
Any aspect of nature/history/culture or
Part of the build landscape retail/
hotels, restaurants/theatres, etc.
Anything that motivates large
numbers of people to come to a place
5/23/2018

9. 2008 Demand Generator Workshop Outcome
5 Groups X Top 5 Demand Generators
Blue Mountain
Bruce Trail
Waterfall Tour
Ride Grey Bruce
Festivals/Events
Summerfolk Festival
Salmon Spectacular
Holstein Rodeo
Elvis Festival
Search for the key seasonal demand generators
Why?
Market?
Growing?
Competition?
Unique?
And some more...
Golf
Fall Colour
Apples
Cycling
Local food
Art & culture
A demand generator can be one product or a combination of products
A successful destination has at least one, but no more than 4 demand generators
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10. Product Market Match Tourism Trends Match Our Visitors
Destination Development & Marketing Actions
Grey’s Demand Generators & Products
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11. Our visitors come for the outdoors
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12. There is no place like Grey County!!
The diversity of the land, rivers winding everywhere, the Bruce Trail and the beauty of the escarpment.
I love the heritage of the area mixed in with all that nature has to offer. It's a great place to explore all that the small communities have to offer and find those hidden gems
Experiencing Nature
Hiking
Scenic viewpoints
Waterfalls
Beaches
Swimming
Skiing
Golfing
Plus...
Festivals & Events
Local foods
Shopping E
Beautiful scenery, friendly people, love the local markets & beaches, everything I need
The gorgeous countryside, the myriad of things to do, family and great restaurants with local food to stop at along the way
We are so close to so much hiking and water that there is never a time that there is nothing to do or see.
Grey county is special because of the people that live there. They are always inviting and friendly, polite, helpful and welcome you with a smile.
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13. Current and upcoming tourism trends?
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14. Product Market Match Grey’s Demand Generators & Products Match
Blue Mountain
Bruce Trail
Waterfall Tour
Ride Grey Bruce
Festivals/Events
Summerfolk Festival
Salmon Spectacular
Holstein Rodeo
Elvis Festival
Golf
Fall Colour
Apples
Cycling
Local food
Art & culture
Key Products
Blue
Key Demand Generators
Grey’s Demand Generators & Products
Match
Our Visitors
Tourism Trends
Experiencing Nature
Hiking
Scenic viewpoints
Waterfalls
Beaches
Swimming
Skiing
Golfing
Plus...
Festivals & Events
Local foods
Shopping
Physically active
Local & slow food
Active retirees
Sophisticated consumers
Staycations
New Canadians
Highly wired
Getaways
Destination Development & Marketing Actions
5/23/2018

15. Product Market Match Actions Your Demand Generator Maps
Locate top visitor experiences - words or pics
Key tourism trends (relevant to your Demand Generators)
Revisit your Demand Generators
Any changes?
Catchy names ________________
What can Grey do to strengthen DGs?
Fine-tuning existing products?
Developing new products?
Marketing?

16. Thank You! 16