Ontario Tourism Summit Takes It to the Next Level.

Another Ontario Tourism Summit has wrapped up and once again, Tourism Thunder Bay took advantage of the exceptional program offered by OTMPC and the Tourism Industry Association of Ontario.

This year's program, held at Deerhurst Resort in Huntsville, provided a series of sessions, designed to provide high level strategic tools to help us grow the tourism sector with the theme "Taking it to the Next Level."

And that folks, is exactly what we need to do to compete globally with consumer focused demand generated experiences and focused tactical communications strategies.

Highlights this year included a global economic snapshot by Scotiabank Economist Warren Jestin, An Ipsos Reid Travel Trends address, and a riveting social and online media presentation by Mitch Joel, author of Six Pixels of Separation. We need to know who our customer is, what they really want and we have to connect with them using the tools they use to communicate with.

We also had the chance to hear Joseph Michelli, customer service expert and author of The New Gold Standard and The Starbucks Experience who really drove home the point on how essential exceptional client care is a cornerstone of raising the reputation of our industry, one business at a time. Its a presentation that everyone in the industry can learn from.

A series of concurrent sessions on the second day provided insights to the larger delegate group on the RTO process throughout the various regions as well as new product development trends in cycle touring and culinary tourism, emerging markets in India, China and Brazil, winning marketing strategies and investment attraction.

The Sunday RTO session brought together the executive leads for all 13 Regional Tourism Organizations in the same room for the first time in the process where we compared notes on progress, learned from each other on the challenges and opportunities presented by the process and the status of the various priority projects being undertaken throughout the Province. As the executive lead for 13C, the Province's largest region by geography, it was a great opportunity to learn and share best practices with others and raise awareness of our region's opportunities and challenges getting through the process.

More than ever, its imperative that we make our tourism investments, whether they be in strategic infrastructure, capacity building or marketing, on demand generated research. Its about know exactly who our clients are, what they want and how they shop for their travel experience.

Most importantly, the conference gave us in the industry a chance to network with each other and have the ears of the Province's senior ministry personnel and elected officials, giving us the venue in which to discuss strategy, learn best practices and raise concerns in a constructive positive environment. Minister of Tourism Michael Chan provided a keynote address on taking our industry to the next level on the recommendations presented in the Ontario Tourism Competitiveness Strategy

The summit is the must attend event each year and never fails to disappoint. We are in an incredibly competitive industry and its essential we work collaboratively using consumer research driven intelligence to make sound investments in product and marketing. Anyone who wants to grow their segment of the industry should be learning from this because the days of political and intuitively driven product development, substandard customer service and "spray and pray" marketing are over, perhaps something worthy of a museum exhibit.

2009 Ontario Tourism Summit Open Provides Positive Messages on The Road Ahead.

Tourism Thunder Bay is currently attending the 2009 Ontario Tourism Summit being held at Caesar's Hotel and Casino in Windsor Ontario.

This year's event is the fifth annual gathering of Tourism marketing professionals from across the Province and is aptly titled "The Road Ahead". Over 400 delegates from Provincial, Federal and Municipal government tourism agencies, private operators and destination marketing organizations are hearing from some of the most influential voices in tourism and marketing, networking with each other and learning from each other's successes and experiences-good and bad.

For Tourism Thunder Bay, this is the venue in which Seven Day's With the Giant was conceived, where we placed second for marketing campaign under $25 000 in 2008 and where we continue to communicate with other partners to grow our tourism industry locally and regionally.

Today's sessions focused on changing consumer behaviors that we need to recognize and capture, turning our brand equity into sales and the collective efforts of the Ministry of Tourism, Canadian Tourism Commission and the Tourism Industry of Ontario to market our experiences more effectively, develop new products that consumers want, make smarter marketing decisions based on consumer research and get updates on what our government and industry associations are doing to lobby on everything from passport requirements to the HST to the need for enhanced tourism infrastructure investments.

This has also been a chance to see the local tourism economy in Windsor, experience some of their top visitor attractions, learn about their challenges and their successes and bring some of those good ideas home.

A high note of the conference so far has been a riveting presentation from Peter Yesawich, Chairman and CEO of Y Partnership. He provided a fantastic overview on Emerging lifestyle and travel trends and their implications for marketing Ontario in the year ahead. Understanding the emotional reasons that effect consumer travel behavior, how they seek out information on new travel experiences, how to appeal to them on an emotional level and understanding changes in their values provided me personally with a lot of new information to work with moving into out 2010 and 2011 marketing strategy years. Once presentations are available online, I'll endeavour to make their content available here.

In keeping with the theme of "The Road Ahead", the conference hall was adorned with some classic automobiles courtesy of the Automobile History Museum located in Windsor. On a personal note, the chance to see an authentic Shelby Cobra is a great bonus to the learning and networking environment here.

To read the conference agenda, visit www.ontariotourismsummit.com