The  Tourism  Incubator  JourneyA  Cautionary  Tale

International  Destination  of  ChoiceCanada’s  ranking  

Canada’s  performance

Toronto,  Ottawa,  Niagara  Fallspiscis magnus (big  fish)

Other  Regionspiscis parvus (small  fish)

RTO4piscis contrarius

RTO4piscis contrarius incognito

Goal.  Strategy.  Measurement.

Month-­‐over-­‐Month  Reservation  Sales

UX  fixes

Clever  advertisingcampaign

Destination  MarketingIndustrial  Complex

Inc.  to  Incubator

Enabling  Engagement15-­‐1/2

Enabling  Engagement15-­‐2/2

Digital  UX  issues High  ROIactivity

Hygiene  First

LocalCitizens

Destinations  not  DMOs

DESTINATION

GovernmentLocal & Regional

DMO

BIA

Festivals

Accommodators

Attractions

Events

17-­‐1/4

LocalCitizens

Destinations  not  DMOs

DESTINATION

GovernmentLocal & Regional

DMO

BIA

Festivals

Accommodators

Attractions

Events

17-­‐2/4

LocalCitizens

Destinations  not  DMOs

DESTINATION

GovernmentLocal & Regional

DMO

BIA

Festivals

Accommodators

Attractions

Events

17-­‐3/4

LocalCitizens

Destinations  not  DMOs

DESTINATION

GovernmentLocal & Regional

DMO

BIA

Festivals

Accommodators

Attractions

Events

17-­‐4/4

RTO4  MAXIM

Successful  destinations  are  the  product  of  highly  engaged  communities  taking  an  active  role  in  shaping  their  collective  tourism  future.  The  best  destinations  have  engagement  across  a  broad  spectrum  of  stakeholders:  business,  government,  public,  financial  and  a  host  of  others  not  just  tourism  and  marketing  entities.

Destination  visitors

Shared  story

Future  visitors

Marketing

Redefine  Brand

Visitor  Experience+  

Shared  Story=

Destination  Brand21-­‐1/2

Visitor  Experience+  

Shared  Story=

Destination  Brand21-­‐2/2

Napier  Simpson Sherry  Doiron Zac  Gribble

Karen  Mitchell Emily  Chandler Andrea  Gardi