Atlantic Canada Opportunities Agency Tourism Industry Association of New Brunswick
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"The strong points of this mission were the practical examples, the small ...
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-Mireille Roach
Halifax NS




Every time you see something new you are learning. The knowledge you obtain on ...
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-Ron Casey
Summerside PE

Season Extension

May 7th - May 11th

This mission will explore extending the fall season, encouraging travel in the spring season and will visit a destination that demonstrates successful, innovative, season extension initiatives that can be applied in Atlantic Canada. Destinations visited will have similar seasonal challenges but have collaborative efforts among stakeholders to develop an action plan to promote and develop season extension. This mission will explore opportunities to develop shoulder season business while paying attention to programming, itineraries, packaging, and value-added features.

Target participants:

  • Participants for this mission should be mid to senior management persons interested in improving or expanding their current multi-seasonal tourism product. 
  • Participants should be open to a variety of approaches that make a destination multi seasonal (outdoor adventure, trails, shopping, history, etc.). 
  • This mission will focus on visiting a number of different operators that offer multi-seasonal activities (resorts, festivals, attractions, etc.). 
  • This mission will focus primarily on fall and spring activities.

Learning objectives:

  • Explore the development of tourism experiences and products that are not season dependent.
  • Visit a destination that has involved a collaborative effort among stakeholders to develop an action plan for shoulder season operations. 
  • Explore opportunities to develop shoulder season business while paying attention to programming, itineraries, packaging, and value-added features.
  • How to keep accompanying attractions open in shoulder seasons (i.e. restaurants, Visitor Information Services). 
  • Learn about creative festivals/events that are successful in the shoulder seasons. 
  • To acquire information needed to develop and pursue new ideas for improving and expanding tourism product as a multi-season destination and attraction. 
  • To get a firsthand look at multi-season tourism attractions that might be able to extend the season in the Atlantic region. 
  • How to work with existing resources by adding experiences and ensuring there is a cluster of activity and services to serve the traveler. 
  • To find out how the tourism stakeholders developed partnerships to attract the tourists to the region in the off season (driven by a community groups, private businesses, or governments, etc.).
  • To learn the value of collaboration/partnership development. 
  • Learn how to diversify product offering to increase variability. 
  • Understand the demographic of the shoulder season visitor – length of stay, price and level of service expectations, etc. 
  • How to effectively market for shoulder season traffic – how does this differ from peak season.
Click here to view this mission's draft itinerary Click here to read the final report.

 

Cape Cod, New Hampshire and lower Massachusetts region, USA - This mission will explore extending the fall season, encouraging travel in the spring season and will visit a destination that demonstrates successful, innovative, season extension initiatives that can be applied in Atlantic Canada. Destinations visited will have similar seasonal challenges but have collaborative efforts among stakeholders to develop an action plan to promote and develop season extension. This mission will explore opportunities to develop shoulder season business while paying attention to programming, itineraries, packaging, and value-added features.



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