Kevin Murphy, Chair of the Tourism Advisory Council of PEI (TAC), officially released the new five-year tourism strategy today, as part of the Tourism Industry Association of PEI's Annual Conference. Strategy 2015: Momentum-Invention-Mobilization is a challenge to industry and government to reach $500 million in direct tourism revenue by 2015.
“There is an unprecedented level of collaboration between industry and government,” says Robert Vessey, Minister of Tourism and Culture. “This is truly a balanced strategy in that it addresses the supply-side issues faced by our industry operators, while maintaining a focus on consumer research and demand. To achieve real industry growth, we must be innovative both in how we work with operators and how we create consumer demand,” adds Vessey.
Three main themes emerged during the strategic development process: Momentum, Invention and Mobilization. Momentum speaks to the drive and energy that the industry is already experiencing – the force that has set the wheels in motion over the last five years. Invention is reflected in all that we do and intend to do over the life of the strategy in tourism product and marketing. Mobilization is the “how” of the strategy – the readiness, organization and action on the part of all stakeholders working together. Each of these factors is already at play today in the Prince Edward Island tourism industry, but must be heightened.
“The new strategy builds on the momentum of The New Product Culture (2005-10),” says Kevin Murphy. “A lot of progress has been made over the last five years. We will continue to build on the research-product development-marketing model and expand the model to include calculated risk. We believe risk is part of being competitive; however, we also know it must be measured, calculated and responsible.”
Based on consumer research and an assessment of our strengths and key assets, Coastal has been identified as the defining demand generator. Prince Edward Island will be positioned as Canada's leading coastal and beach destination. Coastal defines and enhances our competitive position for every supporting demand generator that will receive special attention and focus over the next five years.
The supporting demand generators are:
• Culinary - Become famous in North America for PEI indigenous foods and food experiences.
• Culture - Heighten PEI’s status as a leading domestic and international cultural destination.
• Golf - Maintain and build the reputation as a leading Canadian golf destination.
• Meetings and Conventions - Occupy the position as Canada’s leading Tier 3 destination (up to 1,000 delegates).
“TAC is challenging government and partners to take measured and informed risks and to create an environment for tourism investment,” says Murphy. “We're also challenging each and every operator to do the same. Take up the challenge. Re-invent your business or product. Find new ways of doing things or opportunities to collaborate. The competitive and economic climate presents both opportunities and challenges. We need to seize these opportunities and move forward as an industry. Together, we will create PEI's leading and most sustainable industry that is constantly growing,” concludes Murphy.
Strategy 2015 reflects a shift in the overall planning process. TAC has a clear mandate. It will challenge industry and government by charting a course for the next five years with a clear vision, goal and objectives. The Department of Tourism and Culture will develop annual plans and tactics which will be measured against the strategy. Using objective measures and an annual reporting framework, TAC will issue a yearly report card that will be presented to industry at the same time that the province presents its annual plan. The annual report card will act as a timely and relevant measurement tool.
Background:
The Tourism Advisory Council (TAC) was created at the launch of the recently completed tourism strategy – The New Product Culture 2005-2010. The formation and maturity of TAC has come to symbolize a new era in Island Tourism. All levels of industry are now more globally aware, more experienced, more sophisticated and more prepared to take calculated risks. Inherent in this new reality is the unprecedented level of collaboration that now exists between all tourism stakeholders.