Iconic Touring Product - Shenandoah Valley, VA
April 20th - April 25th
This mission will concentrate on how touring routes/communities have capitalized on their proximity to an iconic product and as a result, have developed their region as a successful tourism destination. (I.e. How Banff has developed itself around the Banff National Park or Jasper around the Jasper National Park)
LEARNING OBJECTIVES:
- To observe first hand a destination with successful product clustering surrounding an icon and to gain knowledge on what constitutes this region’s success
- To meet with stakeholders within a region, who have recognized the value of proximity to an iconic product, and have increased their tourism experiences by developing and implementing a strategy for tourism clustering through a mix of services and attractions, using the icon as a focal point
- What is an appropriate mix of products for a touring destination (attractions, services, etc.)
- The ability to identify and understand tourism product opportunities available due to proximity to iconic product.
- What is the role of municipal, provincial/state, federal governments in creating a touring route
- Learn of effective public/ private partnerships – how to work in a symbiotic relationship with public and private operators
- How to integrate the operators and municipal units of a destination so that they think of themselves as one part of a larger destination
- To learn key marketing tools (signage, logo, taglines, etc.) that have proven successful for overall icon image affiliation
- The challenges and related risks in relying on a product and how to overcome these challenges
-Felt reassured about the sometimes slow growth process of PD and marketing rural areas and towns. You need to “be brave” and bold and visionary. Not wait for everyone to come outside (like we tend to do in Atlantic Canada) – doesn’t make for creative innovation.
-From an organization perspective, after attending the mission I now have a better understanding of the strategies that the Central DMO can implement to better enable us to capitalize on being located between two major icons. I have also, recognized the importance of promoting cooperation between tourism stakeholders in our region (i.e. packaging) so that we can meet our mandate. More tourists. More revenue. Longer visitor stays.
-Realized the importance of viewing the product from visitors perspective
-The missions are an excellent opportunity to experience tourism products first hand and to meet with various officials to exchange ideas and discuss best practices.
