EASTMAN TOURISM
Eastern Manitoba – It’s “…ING” here!
MULTI-YEAR
STRATEGIC ACTION PLAN
2014-2016
March 5, 2014
CONTACT US AT…
Phone: 204-451-1757E-mail:
Website: eastmantourism.ca
Face Book: www.facebook.com/pages/Eastman-Tourism/192765857431102
Eastman Tourism Association
2014-2016 Strategic Plan
Who we are; what we do; where we are going; and how we plan to get there.
Vision What we desire for the future
Eastern Manitoba is a premiere four-season tourism destination where travelers are openly welcomed, have way too much fun, and want to come back soon.
Guiding Principles How we intend to go about our business
Adapted from Travel Manitoba
Leadership We will lead in marketing Eastern Manitoba’s tourism experiences and in providing support to maximize tourism potential.
Innovation We will find new ways to address challenges and opportunities.
Collaboration We believe in the power of teamwork and will work in partnerships to maximize impact.
Continuous We will take risks and learn from successes and failures.
Learning
Sustainability We will contribute to the economic, social, cultural and environmental well-being of Eastern Manitoba.
Accountability We will deliver what is promised and will continually strive to improve productivity and overall
efficiency.
Mission Statement Why we exist
Eastern Manitoba Tourism Association strengthens the tourism industry by marketing and building capacity of regional assets and travel opportunities.
Organizational Aims Key services we provide and functions we perform
v Act as the central agency and collective voice as the official Regional Tourism Association in Eastern Manitoba.
v Provide quality visitor information through a wide variety of regional marketing initiatives.
v Provide support to local tourism operators, agencies and events to enhance/develop knowledge, skills, and quality.
v Assist with tourism product development by bringing additional resources, products, experiences, jobs and businesses into the region.
v Facilitate networking, collaborations, partnerships and opportunities within communities, related agencies, and operators that strengthen the tourism industry.
Goals What we work to achieve
Specific outcomes we will focus attention and strive to meet over the next 3 years are:
1. To increase and enhance our financial and human resources.
2. To increase new, repeat, and prolonged visitations to Eastern Manitoba.
3. To increase and improve our investments in strategic marketing.
4. To increase the number and quality of tourism related assets, jobs, businesses, products and experiences.
Strategic Directions The ways we are going to achieve our vision and goals
The following course of action will help to achieve the vision and goals and were based on the following:
- Stakeholder consultation meetings held on January 7, 2014 in Steinbach and on January 9, 2014 in Beausejour
- The Manitoba Government’s Tourism Action Plan 2012-2015
- Travel Manitoba 2012-2015 Business Plan
- Rural Regional Tourism Initiative Program Guidelines 2014-2015
- Strategic planning session with ETA Board of Directors held on February 18, 2014
1. To increase and enhance our financial and human resources.
1.1. Increasing the number of members and the amount raised through membership fees.
1.2. Establishing mutually beneficial agreements with local Municipalities to partner on economic growth through tourism activities.
1.3. Striving to employ a full time Executive Director.
1.4. Increasing member participation in committees, collaborations, and other ETA activities.
1.5. Realigning existing human resources (board, staff, and committees) to effectively work in meeting organizational goals, objectives and activities.
1.6. Increasing/enhancing partnerships, collaborations, and accessing resources available through other agencies to help meet organizational goals, objectives and activities.
2. To increase new, repeat, and prolonged visitations to Eastern Manitoba.
2.1. Improving understanding, monitoring, and response to visitor/target market travel needs and interests.
2.2. Improving understanding and response to challenges/opportunities related to tourism in Eastern Manitoba.
2.3. Encouraging and supporting operators and communities in tourism development and marketing efforts.
2.4. Remaining informed and responsive to marketing trends/methods that effectively reach the various target markets.
3. To increase and improve our investments in strategic marketing.
3.1. Raising the profile of tourism through public awareness of the value and benefits of tourism.
3.2. Delivering strategic marketing/messaging that is creative and effectively reaches various target markets and both new and repeat visitors.
3.3. Stretching marketing dollars to get good value while still reaching various target markets effectively.
3.4. Investing more time and money into marketing as organizational growth allows.
4. To increase the number and quality of tourism related assets, jobs, businesses, products and experiences.
4.1. Facilitating opportunities for stakeholders, communities, agencies and operators to network and collaborate.
4.2. Increasing capacity within existing and new tourism businesses/related agencies (i.e. skills, knowledge, quality).
4.3. Marketing/messaging throughout the region to encourage education/training, business development, product development and experience development in the tourism sector.
4.4. Assisting tourism businesses and agencies in accessing additional resources for development/expansion activities.
4.5. Accessing more external resources and partnerships to increase ETA’s capacity to achieve more (i.e. Tourism Manitoba, Tourism Secretariat, other RTA’s, Chambers, Municipalities, etc.).
March 5, 2014 Page