Presentation of 2012 Annual Report

Strategy 2015

Annual ReportAnnual Report

Year 2: 2012Pr nt d b Th T ri R r h C ntr t UPEIPresented by: The Tourism Research Centre at UPEI

Prepared for: TIAPEI ConferenceMarch 7, 2013

R b rt J rd iRobert JourdainActing ChairTourism Advisory Council of PEI

Revenue Goal AdjustmentRevenue Goal AdjustmentThe Strategy 2015 Goal is revised to $424 million in direct tourism revenue by 2015.

Actual 0 8% Est $381 7 millionActual 0.8% Est. $381.7 million

Actual 1.7% Est. $388.1 million

2% $395.9 million

5% $415.6 million

2% $423.9 million

Strategic Objectivesg j• OBJECTIVE #1:

– Heighten Prince Edward Island’s overall tourism stature.• OBJECTIVE #2:• OBJECTIVE #2:

– Occupy the position as Canada’s leading coastal and beach destination.

• OBJECTIVE #3: – Heighten PEI’s status as a leading domestic and international

cultural destination.• OBJECTIVE #4:

– Become famous in North America for PEI indigenous foods gand food experiences.

• OBJECTIVE #5:– Occupy the position as Canada’s leading Tier 3 Meetings and

Conventions destinationConventions destination.• OBJECTIVE #6:

– Maintain and build the reputation as a leading Canadian golf destination.

OBJECTIVE #7• OBJECTIVE #7:– Heighten industry’s engagement in Strategy 2015.

J li PikJulia PikeTourism Research Centre

Measuring the Objectives

The Tourism Research Centre was commissioned to develop and implement a

Measuring the Objectives

commissioned to develop and implement a comprehensive research plan to benchmark the Strategy’s goals and objectives and measure progress from year to year. p g y y

Strategy 2015 sets the vision and goals for PEI tourism, while the Annual Plan defines the tactics that will be used to achieve this vision.

The TRC has been tracking progress towards d fthe goal and presents highlights from the

research as indicators of success for each of the seven objectives outlined in the Strategy.

Providing IndicatorsProviding Indicators

Data Collection Methodology:Data Collection Methodology:

Operators’ surveyPEI travel product positioning surveyp p g yMedia analysis Stakeholder interviewsExisting research (incl. new 2012 exit survey,

stakeholder data)TRC value and volume models

Th l i f h h iThe most relevant metrics from these research pieces are included in the Annual Report.

Operators Survey

Set out to measure engagement in Strategy 2015 and assess any challenges currently facing operators

Mailing list provided by Tourism PEI1,664 operators

Survey launched Nov 27, 2012242 completed s r e s242 completed surveys

Includes questions related to length of operating season, number of employees, training programs, financing, labour issues, use of technology/social media, use/access to government programs, RTA/TIAPEI members, etc.

Survey almost identical to initial operators survey distributed inSurvey almost identical to initial operators survey distributed in November 2011.

Change of wording from “in the past five years” to “in the past year”

PEI Travel Product Positioning Survey

Mailing list was provided by Tourism PEI. Includes people who hadcontacted Tourism PEI with an information requestentered a Tourism PEI sponsored contestvisited a Tourism PEI booth at a trade/consumer showsigned up for Tourism PEI’s e-Newsletter

Survey was launched on Dec 22, 20124 Reminders Sent

dInvite email was sent to 10,062 people - 1,646 completed the survey.

Second year that this study has been conducted.

Media Analysis

Used to determine number of mentions PEI tourism received in print and online media over the year

Offers insight into changing visibility of PEI tourism

Results based on keyword searchesResults based on keyword searches

For consistency, the same search strings and media outlets were used when analysing 2012 media as in 2011

Search topics related to the five pillars, excluding meetings and conventions, with an additional search on all PEI mentions regardless of categoryg y

PEI Visitor Exit Survey

Distributed for a full year 2012 at Bridge, Ferry, & Airport.

Recipients received a paper survey with a postage-paidRecipients received a paper survey with a postage-paid envelope or a card directing them to a url to complete the online survey

Approximately 3,300 surveys were completed either on paper or online

Survey questions related to origin, length of visit in PEI,Survey questions related to origin, length of visit in PEI, purpose of trip, participation in select travel activities, travel party age & gender, regions visited, spending, evaluation, etc.

Wh i i l i h bj i lWhen appropriate in relation to the seven objectives, results have been compared with results of the 2007-2008 survey

Preliminary Results Only! y y

Objective 1Heighten PEI’s Overall Tourism StatureHeighten PEI s Overall Tourism Stature

Indicator 2010 2011 2012

Local media mentions (PEI 1,967 1,915 2,347& Tourism)Ease of obtaining financing (1 – 5, 5 = very easy)

n/a 2.99 2.94

Labour-related challenges n/a 55.1%(past 5 yrs)

46.7%(past yr)

Top Three Labour-Related Challenges:

2011 2012

Fi di l t ff (24 1%) Fi di l t ff (17 8%)Finding seasonal staff (24.1%) Finding seasonal staff (17.8%)

Finding experienced employees(17.9%

Paying a competitive wage (15.3%)

S d l b il bili Fi di i d lStudent labour availability (16.0%)

Finding experienced employees (13.2%)

Objective 2Occupy the Position as Canada’s Leading

Coastal and Beach DestinationIndicator Baseline 2011 2012

Overall Impression of PEI as a beach destination

Visitors:79.4%Non-visitors:70.0%


Percent participating in ‘demand generator’

• Sightseeing ~58.2%

•Sightseeing ~64.3%

objective-relevant activities

•Going to a beach ~40.7%

•Visiting

•Going to a beach ~49.4%

•VisitingVisiting national or provincial parks ~30.0%

Visiting national or provincial parks ~42.5%


Coastal and Beach Destination

Indicator Baseline 2011 2012

A fAwareness of PEI’s Official coastal/scenic drives



Number of (1)cruise ships and (2) passengers Ch’town

(1) 42(2) 63,618

(1) 39(2) 62,507

(1) 51 (+30.8%)(2) 67,343 (+7.7%)

PEI coastal and beach mentions in

li & di i l

11,345 9,092 6,826 (-24%)

online & traditional mediaNational Park Person Visits

449,997 458,859 (+2 0%)

508,137 (est)(+10 7%)Person Visits (+2.0%) (+10.7%)

Objective 3Heighten PEI’s Status as a Leading Domestic

d I i l C l l D i iand International Cultural DestinationIndicator Baseline 2011 2012

Impression of Visitors:67.8% Visitors:67.5%Impression of PEI as a Cultural Destination



Percent of visitors who participated in culture related

Shopping local ~ 45.0%Cultural ~ 26 7%

Shopping local ~ 51.7%Cultural ~ 39 6%culture-related

travel activities~ 26.7%Performance ~ 20.3%Anne ~19.0%

~ 39.6%Performance ~ 16.3%Anne ~23.3%

Festivals ~12.7%Birthplace attractions

Festivals ~12.4%Birthplace attractionsattractions

~9.8%attractions ~16.6%

Objective 3Heighten PEI’s Status as a Leading Domestic

d I i l C l l D i iand International Cultural Destination


Visitors to 1) PEI museums & historic sites2) Province

1) 70,1132) 60,1083) 128,879

1) 69,0232) 64,0543) 127,200

1)62,287 (-9.8%)2) 51,494 (-19.6%)3)127,460 (+.2%)

2) ProvinceHouse and 3) Green GablesPEI Culture 10,685 13,171 9,773mentions in online and traditional media

, ,(+23.3%)

,(-25.8%)

Objective 4Become Famous in North America for PEI

Indigenous Food and Food Experiences


Percent of respondents that heard of Fall Flavours



FlavoursPercent of visitors that cited culinary experiences as

1.9% 5.9%

primary reason for tripNumber of Fall

l T k2,505 3,511 3,890

Flavours Tickets Sold

Objective 4Become Famous in North America for PEI

Indigenous Food and Food ExperiencesTop three types of PEI food mentioned in online media

2010 2011 20122010 2011 2012

1) PEI Mussels2) PEI Potatoes3) Malpeque Oysters

1) Mussels2) Potatoes3) Malpeque Oysters

1) Mussels2) Potatoes3) Malpeque Oysters

PEI culinary mentions in online and traditional media

2010 2011 20122010 2011 2012

6,948 7,814 10,798


Tier 3 Meetings and Conventions Destination

Total number of meetings and conventions

2008 2009 2010 2011 2012

215 200 120 257 223 ( 13 2%)215 200 120 257 223 (-13.2%)

Total number of delegatesTotal number of delegates

2008 2009 2010 2011 2012

19,278 19,785 12,061 17,345 16,784 (-3.2%)

Objective 6Maintain and Build the Reputation as aMaintain and Build the Reputation as a

Leading Canadian Golf Destination


Impression of PEI as a golf destination

Visitors: 53.2%

Visitors: 51.3%

Non-visitors: 33.0%

Non-visitors: 32.0%

P t f 1st ti 1 3% 2 5%Percent of 1st time travel parties attracted by golf

1.3% 2.5%

Non-member rounds -4 5% -1 6% +3 2%Non member rounds 4.5% 1.6% +3.2%

PEI golf mentions in online and print media

1,263 1,166 1,109

Objective 7H i h I d ’ E iHeighten Industry’s Engagement in

Strategy 2015


Percent of operators aware of Strategy 2015

n/a 40.7% 46.7%

Percent of operators incorporating demand generators in business

32.5% 33.9%

Thank YouThank You

Questions or comments?Questions or comments?

Julia PikeJulia PikeTourism Research Centre

School of BusinessUPEI

Documents

Presentation of 2012 Annual Report