Strategic Plan for Tourism 2016-2021 Stage 1 - Situation Analysis - - PowerPoint PPT Presentation
Prince Edward Island Strategic Plan for Tourism 2016-2021 Stage 1 - Situation Analysis June 2016 Prepared for Contents Objectives Methodology Market Research Emerging Trends in North American Tourism Market External Trade
Stage 1 - Situation Analysis June 2016 Prepared for
Objectives Methodology Market Research
SWOT Analysis
Leadership, vision and defined growth through
Access and the removal of barriers to growth and
Identify and confirm authentic visitor experiences that
Focussed marketing by industry
Stage 1 Stage 2 Situation Analysis, Research and Consultations Strategic Options Stage 3 Tourism Strategy and Road Map
Tourism Product Development Opportunities Review of Existing Product Review of Access and Enabling Environment Markets and Segments SWOT Analysis WORKSHOP/FORUM Supporting Infrastructure, Facilities and Services Target Markets and Segments Best Practice – Case Studies Stakeholder Consultations Trade Survey
Increased Global Competition – Well funded, heavily
Online Planning and Booking - over 80% of travellers
Quality Service – Growing demand for higher levels of
Environmental Consciousness – Increased demand for
Safety and Security - travellers are looking for a
North American Market Shifts – changes in consumer
Growth in demand expected for culinary tourism, soft
Anne of Green Gables and Charlottetown are the two
PEI’s primary attributes as a tourism destination are
Main weaknesses associated with PEI as a tourism
Main advantage of PEI as a tourism destination: island
Most important actions for the development of tourism:
Low Potential Medium Potential High Potential
PEI operators are optimistic regarding prospects for
Primary comparative advantages identified: beaches,
Marketing actions which PEI operators would like to see
Product development interventions identified:
Call for a more unified approach to overcome
The months of May, June, September and October
6 6 7 6 6 7 8 2 6 3 6 8 7 15 21 23 38 36 35 36 38 72 66 52 52 51 50 40 General/Beach % Culinary/Food % Festivals and Events % Soft Adventure % Golf % Cultural % Rural Tourism % No reply Medium Potential High Potential Low Potential
Tourism doesn't seem to get the recognition it deserves
Continue to invest in product and marketing to ensure
PEI is more than the Gentle Island Opportunity to tie tourism with agriculture/fisheries
Continue to invest in product and marketing to ensure
There appears to be a lack of a coordinated strategy
There appears to be a disconnect - need for more role
Experiential tourism offers tremendous potential for
Canada's Food Island is a big promise – Need to back
Culinary tourism – Need to offer new and unique
There needs to be constant focus placed on
Timing of provincial funding is too late Barrier to financing is the skill to effectively prepare a
Access to skills/employment programming is often a
Professional Development is required for basic
There is a lot of confusion around the PEI brand
PEI slow to recognize changes in markets/segments –
Market overlap in short season can cause conflict
Partnership of government and industry has been
Achievable yet bold vision was put in place Establishment of a Tourism Board to set the priorities
The Tourism Board comprises representatives from both
Non-resident visitation and spending growing 22% and
West of Ireland is rugged spectacularly beautiful but
Aim of the Wild Atlantic Way (WAW) was to develop a
The primary objective of the WAW is to increase visitor
Switzerland offers a good example of an integrated
www.myswitzerland.com is the main visitor portal for
Provision of high quality standardised signage A preparedness to subjugate narrow territorial
Strengths Weaknesses Opportunities
Internal Factors
Threats
External Factors
Characteristics of PEI that give it an advantage over
Characteristics of PEI that place it as a disadvantage to competitors
Considerations that PEI could exploit to its advantage Considerations that could disadvantage PEI
Positive Negative
Island – Compact and very accessible to the population
Coastal Environment – Accessible, beautiful unspoilt
Food – Authentic cuisine, fresh from boat and farm to
History and Culture – Anne of Green Gables, Birthplace
Charlottetown – Very attractive town with critical mass
One of Canada’s leading coastal National Parks Vibrant arts, heritage and creative sector – PEI has
Festival and events – Successful track record Road connectivity – Offshore island yet one can drive
Ecology – Pristine environment for incoming visitors Commitment – Highly engaged industry Community Support - the population at large welcome
Remoteness – No major Metro area (1m+population)
Poor air access – Insufficient population to support
Positioning – Confusion regarding PEI brand Perceptions – Seen as “old-fashioned”, with little
Research and Market Intelligence – Material is inwardly
Poor alignment of marketing activities – Between
Product fragmentation – Product offer lacking critical
Share of Voice – Marketing budgets (public and private)
Product “Missings” – Lacks product variety, insufficient
On-line presentation of visitor information – Undue
Organisation – Industry structure very disparate and
Seasonality – Short season impacting on viability of
Access to labour – particularly in shoulder season Overly traditional operational culture- discouraging
High dependence on government funding – associated
Exploit pure “Canadiana” image – unique opportunity
Special support for entrepreneurs creating soft
Island/Coastal experiences Culinary tourism experiences Flagship product developments – Confederation
National Park – New visitor experience and products Integrated island touring route
Switch emphasis on event creation to more upscale
Support cultural/ craft training for Francophone and
Organisation development and leadership –
Create craft and hobby learning experiences – PEI
National policies which restrict more flexible practices
Airline Economics – disadvantages remote areas with
Major oil price increases - most negatively impacting