The Summit - Ontario's Tourism Marketing conference

I'm in Ottawa attending the Ontario Tourism Marketing Summit, an opportunity to learn what's going on in the industry and what are the plans for the industry going forward. After a wonderful introduction by the very enthusiastic Bill Duron, the presentations began in earnest. Robin Garrett, President and CEO of the OTMPC, gave a good overview of what's happened in the recent past focusing on the success of the "There's No PLace Like This," campaign that focused on the domestic Ontario market. She also spoke about market segmentation and the three types of travellers Ontario wants to go after: Upscale travellers, families and Silver Streaks and Young Go Go's, each with its own distinct characteristics and challenges. In addition she spoke of opportunities going forward in 2008-2009, namely more international marketing, more ehnic marketing and increased use of Web and Web 2.0 tools.

Adding to Robin's presentation, Michelle McKenzie spoke of the CTC's efforts, recent research and plans in the future. One of her main points was to find more ways to leverage the Canada brand (Keep Exploring) and work in synch with the provinces' efforts in order to speak with one voice in international markets. She also spoke of the traveller segments identified by the CTC as the most beneficial to the industry, such as adventurers seeking authentic nature experiences and high end travellers who want the best of the best.

Richard Pound a guest keynote speaker and famous Olympic Movement power broker spoke very eloquently about the power (and need) for partnerships (the theme of the Summit).

More to come. Cheers,
Jaime
(beautiful day in Ottawa - great jog by the Rideau Canal)