New Brunswick Tourism and Parks

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New Brunswick Tourism and Parks The New Product
Development Direction 2009-2012
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Where we are

• New Brunswick has been impacted by the same
  issues that have effected the entire Canadian
  tourism industry
• Canadian Domestic travel is sluggish
• US arrivals are in decline
• Increased energy costs
• Stricter border security / US passport
• Globalization of tourism

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Vision for tourism
New Brunswick will be a leading tourism
destination in Canada offering world-class
tourism experiences, and through sustainable
tourism practices, will continue to be a valuable
contributor to the economic, social and cultural
fabric of the Province.
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How to get there

• We require a revitalized product direction that
  will
• Intrigue and motivate an increasingly experienced
  and demanding traveler.
• Be unique and differentiate us from our
  competition.
• Attract our top quality industry suppliers into
  forming a renewed appeal to consumers to
  consider New Brunswick as a preferred destination
  in Canada.

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The Process

• Engagement of Harvey Sawler to assist the Product
  Development Branch with the conception of a new
  Direction.
• Research process including primary and secondary
  research and analysis.
• Consultation with New Brunswick Tourism Industry
  and the Atlantic Canada Opportunities Agency.

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Strategic Focus

• Creating a simple and attainable plan.
• Providing visitors with an immersive travel
  experience that is authentic and hands-on.
• Involves the visitor and allows them to connect
  to the destination in a meaningful, memorable
  way.

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Atlantic Canada Primary Travel Motivators

• Emphasis on Personal Enrichment in each
  category
• Coastal Experiences
• Sightseeing/Tours
• Cultural, Entertainment and Heritage
• Experiential Accommodations
• Major and International Events

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Experiential Product Enhancement

• New Inner Journeys product direction based on the
  broad area of personal enrichment and well-being.
• Starring the Inner Journeys Experience
  Collection.

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Experiential Product Enhancement

• Aimed at providing New Brunswick with a powerful
  differentiator in the marketplace.
• Goes beyond experiential product theme to provide
  a new brand direction and a fresh new voice in
  Canadian tourism product development.

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Inner Journeys The Experience Collection
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Inner Journeys Experiential Enhancement

• Experiences are
• Highly accessible and visible
• Momentary or involved, depending on the product
  offer
• Designed to appeal to mainstream in most cases
• Designed to contemporize New Brunswicks travel
  destination image.

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Taking Inner Journeys to Market

• Tourism and Parks will champion Inner Journeys
  throughout the Marketing Direction.
• Full campaign tactics currently in development
  process, including on-line and print.
• Opportunities for participation through Tourism
  and Parks marketing campaigns.

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Tourism and Parks Product Development Team
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Tourism and Parks Product Team

• The go to experts in tourism product
  development in the Province.
• Trained extensively in experiential tourism and
  the Inner Journeys Experience Collection.

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Tourism and Parks Product Team

• Restructured and ready to work hand in hand with
  the tourism industry, collaborating to gain the
  advantages of a coordinated, focused product
  development approach.

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Tourism and Parks Product Team
Management Team Jean Stewart, Executive
Director Tourism Development Shannon
Ferris, Director Product
Development Shelley Pisegna, Manager Emilie
Comeau-Sinclair, Manager
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Tourism and Parks Product Team
Denise Boudreau Marie-Joseé Michaud Wade
Hallihan Terry Power Jean-Claude Paradis
Émeril Haché Louise Crawford Steve
Galianos
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Tourism and Parks Product Team
Karen Narvey Terry Cunningham Rose Arsenault
Lynn Meehan Lynn White Caitlin
Griffiths Natalie Folster Jeanette Michaud
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New Brunswick Tourism and Parks The New Product
Development Direction 2009-2012