2021-2022 RTO 9 Business Plan Overview

2021/2022 Business Plan January 18, 2021

Introduction This document presents the one-year 2021-2022 RTO 9 Business Plan It is supplemented by a detailed budget breakdown The Business Plan follows the approved RTO 9 2021-2023 Tourism Recovery Strategic Plan

The Imperative for Multi-year Business Planning Given the evolving nature of COVID and the sustained negative impact on the South Eastern Ontario travel and tourism industry there is a business imperative to develop and manage a multi-year business plan. This will directly support forward planning, strategic industry engagement, as well as allow RTO 9 s management team and board of directors to more fully implement the proposed strategic plan and associated tactical initiatives.

Overall Budget The total RTO 9 operational budget for 2021-2022 is $1,390,297. In addition to the $219,000 Partnership Fund, there is a total of $250,000 allocated in the AOR budget for the proposed Drive for Excellence program which will allow 10 RTO 9 destinations to select their level of engagement and activities (i.e. $25,000 per each destination, combining the DMO/DMP)

Pillars While RTO 9 s approved two year strategic plan incorporates a total of three main pillars, for ease of review and continuity with past documents, the proposed one year business plan (2021-2022) reverts to the original five pillars.

S t r a t e g i c P i l l a r s S t r a t e g i c P i l l a r s 2 0 2 1 2 0 2 1 - - 2 0 2 3 E x i s t i n g M H S T C I P i l l a r s E x i s t i n g M H S T C I P i l l a r s 2 0 2 3 1. Product Development 1. BOOST LEADERSHIP SUPPORT 2. Investment Attraction 3. Workforce Development 2. STIMULATE DEMAND 4. Marketing 3. PROTECT SUPPLY 5. Partnerships

01 03 02 BOOST LEADERSHIP SUPPORT Tactics: 1. Drive continuous RTO 9 leadership and industry communicationusing an editorial calendar and via a smart engagement system 2. Review and advocate for policies/regulations and programs to directly support the tourism economy in South Eastern Ontario leveraging Canadian and Ontario government programs 3. Create and launch Partnership Funds 4. Launch an investment attraction campaign in partnership with local economic development departments PROTECT SUPPLY Tactics: 1. Maintain a current operator inventory/statusto be used by DMOs/DMPs 2. 2. Support and fund Support and fund SME SMEtraining and skills transfer programs in partnership with transfer programs in partnership with DMOs/DMPs DMOs/DMPs 3. Launch a health and safety standards program for tourism operators and businesses STIMULATE DEMAND Tactics: 1. Analyze existing market potential research according to key regional product strengths (e.g., local getaways; rural tourism; sport tourism, meetings & conventions, etc.) 2. Build out pan-regional itineraries 3. 3. Directly support operators with the Directly support operators with the development development and/or enhancement of and/or enhancement of enticing products enticing products 4. 4. Directly support marketing of pan Directly support marketing of pan- -regional itineraries itineraries 5. Coordinate a series of integrated DMO/DMP- led seasonal marketing and communications campaigns with the AOR; Launch the Drive for Excellence Program training and skills- - regional RTO 9 Partnership Fund 7

New New Pillars Pillars Stimulate Demand Stimulate Demand Protect Supply Protect Supply Boost Leadership Support Boost Leadership Support Existing Existing Pillars Pillars Product Development Product Development Marketing Marketing Workforce Development Workforce Development Investment Attraction Investment Attraction Partnerships Partnerships Directly support operators with the development and/or enhancement of enticing products and experiences Coordinate a series of integrated DMO/DMP- led seasonal marketing and communications campaigns with the AOR; Launch the Drive for Excellence Program Maintain a current operator inventory/status to be used by DMOs/DMPs Launch an investment attraction campaign in partnership with local economic development departments Drive continuous RTO 9 leadership and industry communication using an editorial calendar and via a smart engagement system Continue providing accommodation statistics via CBRE Promote pan-regional itineraries Support and fund SME training and skills- transfer programs in partnership with DMOs/DMPs Review and advocate for policies/regulations and programs to directly support the tourism economy in South Eastern Ontario leveraging Canadian and Ontario government programs Tactics Tactics Develop a regional film initiative Develop a travel trade support program Launch a health and safety standards program for tourism operators and businesses #safetravelstamp Create and launch Partnership Funds Digitization Event/Product Development/Enhancement Marketing of pan-regional itineraries Analyze existing market potential research according to key regional product strengths Development of pan- regional itineraries

Destinations self-identify where they need most assistance; destination and product development, marketing, research, local SME support. R T O 9 D R I VE F O R E X C EL L E N CE P R O G R AM R T O 9 D R I VE F O R E X C EL L E N CE P R O G R AM Business Ready Market Ready Trade Ready READY SET GO $ 1 5 , 0 00 $ 1 5 , 0 00 $ 1 5 , 0 00 $ 1 5 , 0 00 $ 1 5 , 0 00 $ 1 5 , 0 00 Sector Strategy Product & Event Development Strategy Brand Strategy Marketing Strategy/ Plan Stakeholder Strategy Travel Trade Strategy (MCIT, Sport, Film) $ 1 0 , 0 00 $ 1 0 , 0 00 $ 1 0 , 0 00 $ 1 0 , 0 00 $ 1 0 , 0 00 $ 1 0 , 0 00 Sales Tool Development Influencer Program Photo/Video Asset Development Content Development Product Dev Plan Content Marketing Plan Itinerary Development Digital Media Campaign PR Strategy $ 5 , 00 0 $ 5 , 00 0 $ 5 , 00 0 $ 5 , 00 0 $ 5 , 00 0 $ 5 , 00 0 SME Business Builders 101 Digital Training 101 Social Media Training 201 Digital Training 301 Digital Training 201 Social media Training Sales Training Media Training Package Workshop 9

Build a flexible and progressive tourism development support program designed to maximize economic impact and long term value for destinations in the region. 2 0 2 1 - 2 0 2 3 D E S T I N A T I O N M A R K E T I N G S U P P O R T R T O 9 D R I VE F O R E X C EL L E N CE P R O G R AM R T O 9 D R I VE F O R E X C EL L E N CE P R O G R AM Marketing Strategy; analysis of position in market, opportunities for growth, unique product offering, future growth potential READY Stakeholder Strategy; review of stakeholders, prioritize audiences and messages Photo/Video Asset Development; identify areas of need for marketing asset development; stills, motion video, blog articles, design of existing content Content Marketing Plan; review of existing content plan, development of annual content calendar, recommendations for channels, distribution and variety of messages Event Development Plan; review of existing assets and identify/prioritize opportunities (short/medium/long term) and create an action plan SME Business Builders; provide local operators with Tourism HR Canada s Business Builders online course (up to 50 operators) 101 Digital Training; Choice of workshop: Analytics 101, Google My Business, Google Ads 101, You Tube 101, Google Search 101, SEO 101 (can be operator or DMO focus) 101 Social Media Training; Best practices for organic and paid channel management 10

Build a flexible and progressive tourism development support program designed to maximize economic impact and long term value for destinations in the region. 2 0 2 1 - 2 0 2 3 D E S T I N A T I O N M A R K E T I N G S U P P O R T R T O 9 D R I VE F O R E X C EL L E N CE P R O G R AM R T O 9 D R I VE F O R E X C EL L E N CE P R O G R AM Event Development Strategy; analysis of existing products and events (including 2021 Covid consideration), opportunities for growth, recommendations for short/medium and long term development SET Brand Strategy; review of existing brand positioning, consumer awareness, creative articulation of competitive position Content Development; delivery of content for use in marketing activities; photography, motion video, articles/stories, infographics Itinerary Development; working with local operators to build area itineraries based on experiences and/or niche activities preparation for trade Digital Media Campaign; development of digital media campaign media planning, execution and final report included (creative not included) Package Workshop; provide local operators with customized packaging workshop based on Elevating Canadian Experiences focus; shoulder season and culinary 201 Digital Training; Choice of workshop: Analytics 201, Google My Business, Google Ads 201, You Tube 201, Google Search 201, SEO 201 (can be operator or DMO focus) 201 Social Media Training; Best practices for organic and paid channel management 11

Build a flexible and progressive tourism development support program designed to maximize economic impact and long term value for destinations in the region. 2 0 2 1 - 2 0 2 3 D E S T I N A T I O N M A R K E T I N G S U P P O R T R T O 9 D R I VE F O R E X C EL L E N CE P R O G R AM R T O 9 D R I VE F O R E X C EL L E N CE P R O G R AM Sector Strategy; choice of strategic focus; sport, film, MC&IT expert-led strategy development identifying recommendations for market/audience focus, sales opportunities, short/medium/long term development opportunities GO Travel Trade Strategy; development of bespoke travel trade strategy to reflect market opportunity for your destination (U.S. domestic, international), how to jump start group travel post-pandemic Influencer Program; identify a number of key influencers to engage in influencer marketing program; domestic, international, interest based PR Strategy; expert-led strategy identifying recommendations for key areas of focus, proposed tactics and on-going pr management plan Sales Tool Development; identify need for specific tool development; for use at trade shows, sales missions, media outreach opportunities (video/web/editorial) Sales Training; provide local operators with sales training workshops build operator knowledge and performance Media Training; provide destination stakeholders with media training (could be one-on-one or group style training session) 301 Digital Media Training; Choice of workshop: Analytics 301, Google My Business, Google Ads 301, Google Search 201, SEO 301 (can be operator or DMO focus) 12

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