estc 2011 presentation by trish manning, the ontario ecotourism society, financing sustainability...

This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-21st. Organized by The International Ecotourism Society (TIES), the

ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.

Learn more about the ESTC: http://www.ecotourismconference.org ESTC on Twitter: http://www.twitter.com/ESTC_Tourism

ESTC on Facebook: http://www.facebook.com/ESTC.Tourism

The International Ecotourism Society | web www.ecotourism.org email info@ecotourism.org | tel +1 202 506 5033

Financing Sustainability Initiatives – Strategies for

Tourism BusinessesA Case Study from Ontario, Canada

Presented by: Trish ManningSeptember 21, 2011

Mattawa Voyageur Country

• Had single industry economy (forestry)

• Small rural population 5,300

• 2005 – diversify through tourism

• Community-based tourism strategy for the destination

Goal: to foster sustainable economic development and growth in the region through tourism, while respecting the region’s unique identity and enhancing the quality of life for community residents.

Tourism businesses can benefit directly and indirectly from community-based tourism & leveraged funding that can be accessed. Example: Nature’s Harmony Ecolodge

Community-based Tourism Strategy

1. Partnerships and Collaboration in the Destination

2. Infrastructure –Community infrastructure & Amenities

3. Destination Readiness – Individual businesses & Community-level

4. High Quality Marketing and Promotions

Pillars of the Community-based Tourism Strategy

January 2009 – Local economic development corporation supported the start-up of a Tourism Coalition ($30K plus project manager)

10 organizations joined the coalition and committed between $100 and $500 each MBEDC, Ontario Parks, Chamber of Commerce

(local businesses), Canadian Ecology Centre, Snowmobile Club, VMUTS Trails, Agriculture, Voyageur Days event, Canadore College, Equine

Partnerships and Collaboration in the Destination

3 Phase Plan (2009 to 2011) Phase 1: Basic regional tourism website & promotional

bookmark. Budget: $10,500 ($7,500 Tourism Coalition; leveraged $3,000 NECO – regional funding organization)

Phase 2: Building Community Capacity & Experiences. Budget $68,218 ($4,400 Cash, $8,065 In-kind Tourism Coalition; leveraged $55,753 Trillium Foundation grant)

Phase 3: Project Management & Marketing. Budget $190,000 ($19,000 Tourism Coalition; leveraged $171,000 Provincial & Federal government grant)

Leveraging Funding

Total Investment from Tourism Coalition $30,900 leveraged $229,753 funding

Staff – Invested $6,000 Tourism Coalition for 2 Tourism Interns – leveraged $27,500 each for wages (total $55K)

In 2011, hired intern as 1 full time tourism coordinator for region to support tourism businesses and tourism projects

Leveraged Funding Continued

Results of Tourism Strategy & Leveraged Funding – Phase 1

Basic Regional website www.visitmattawa.travel

Held 5 workshops - 120 tourism stakeholders attended1. Creating Successful Events on Trails (2 events

created)2. Using Digital Media for Tourism Promotion 2-day

workshop (photography and web-marketing) 3. Customer Service & Tourism Benefits – Canadore

College for 12 high school students4. Health and Safety in the Outdoor 2-day Course 5. Building Packages, Experiences and Bundles

Phase 2: Building Community Capacity - Workshops

Phase 2: Building Community Capacity - Equipment Purchased

2011 Toronto Outdoor Adventure Show

Phase 2: Building Community Capacity – Promotions & Experiences

Tourism Marketing Strategy – linked to Ontario Tourism strategy, Canadian Tourism Commission, etc.

Tourism Brand Guidelines Tourism images (used by businesses as well) 2011 to 2013 Marketing Campaign to

support tourism businesses and events

Phase 3: Marketing & Promotions

Phase 3 – Marketing & Promotions

• Regional Marketing Strategy

Marketing & Promotions

2011 to 2013 Marketing Campaign

Maps, Tent Cards and Kiosks

E-newsletters, Video, TV, Visitor Centre and Scenic Tour

Developed a 4-season trail system & new products/experiences through participation in Tourism Coalition Offer kicksledding experiences (rent kick-sleds) Offer glamping (renting prospector tent) Host 2 trail events – Run-off-the-Grid and Lost in the

Rocks and Trees Mountain Bike events Trail system is featured on new map, regional map

kiosks, etc. New experiences promoted through the Ontario

Tourism Outdoor Program, Explore magazine, Canadian Geographic, etc.

Summary of Benefits for Nature’s Harmony Ecolodge

By working together, we can all succeed!