News Archives - Page 5 of 9 - RTO 9

Partnership Success Story: Friends of Kingston Inner Harbour

Each year, RTO 9 works with a selected group of tourism operators in a Partnership Funding program. These partnerships further our collective success in attracting tourists, (visitors that are travelling more than 40 km) to the South Eastern Ontario region, growing revenue for businesses, and fostering strategic alliances. 

One of our partners for 2020/2021 was the Friends of Kingston Inner Harbour for their Cataraqui Boatyard project. The overall goal of the Cataraqui Boatyard Project (sub-group of the Friends of Kingston Inner Harbour) was to educate and excite the public about Canada’s oldest continuous boat building location – Kingston Inner Harbour. In 2020, a replica was made of one of Canada’s historic boats, an authentic Algonquin Birch Bark Canoe, by canoe builder Chuck Commanda, Algonquin Traditional Knowledge Keeper. 

Here is our post partnership interview with Mary Farrar, President at Friends of Kingston Inner Harbour, on their experience with the RTO 9 Partnership Fund.

You were awarded Partnership Funding last year. Can you tell us a little about your project and what your goals were?

Mary: Our project was the community build of a traditional Algonquin birch bark canoe. We paid Chuck Commanda, Algonquin’s traditional knowledge keeper, to collect the materials and lead the build. It was an amazing experience with 2/3 Indigenous participants and 1/3 non-Indigenous. A real exercise in Truth and Reconciliation. It took place in Kingston’s Inner Harbour. We rented a large tent. It was easily accessible from the waterfront path. Parking was available. We had volunteers to answer questions from the public. COVID protocols were in place. Many visitors were completely blown away by the art and skill involved. A wonderful opportunity for local citizens and tourists to learn more about Indigenous culture.

What changes did you need to make when the pandemic arrived?

Mary: The pandemic had arrived before we started. COVID protocols were in place: masks, hand sanitizing, signing in for contact tracing. However, at the last minute, the plans we had for feeding 200 people a feast that was to occur along with the official launch day, as well as a large event in the park including displays and workshops, had to be cancelled and replaced with a small 25 person event.

How important was the partnership with RTO 9 in the overall success of your project?   

Mary: Extremely important! The RTO9 grant helped pay for tent rentals, birch bark canoe creator Chuck Commanda’s fee, social media advertising, local Indigenous drummers and singers, a photographer, and a videographer. Given that we had to cancel the final large event weekend, instead, we paid a local Indigenous consultant to create a special 3 hour nationwide TV broadcast publicizing both our 3-week canoe build and also Algonquin Culture.

What, if any, plans do you have for the future regarding your project?

Mary: Our canoe has already featured in a waterfront sail-past event featuring 5 “floats” In addition, it was featured in a Marine Museum of the Great Lakes event welcoming Theodore Too the tugboat. It is currently on display in an exhibit at the Marine Museum and we were part of an online Zoom presentation about the build.Its home is with the Limestone Board’s alternative Indigenous school where Indigenous students have adopted the canoe as a fellow classmate. Plans are afoot for public access for rides in traditional birch bark canoes this coming season. Plans are afoot for participation in a “Canoe Stories” event taking place in Ottawa, Kingston, and Peterborough. When COVID is over, we plan on more Inner Harbour builds including a voyageur canoe, a batteau, and ultimately a replica of the Frontenac, the first European-style boat built in Kingston’s Inner Harbour. We are currently creating a series of film shorts for promotion at the Kingston Canadian Film Festival.

Are you a tourism operator interested in learning more about our Partnership Fund? Connect with our Director Experiential Tourism Development, Lori McIsaac at lmcisaac@region9tourism.ca to learn more about this opportunity!

Q3 Marketing Highlights

We are excited to share the collective accomplishments we have made for Q3 (October 1st – December 31st, 2021).

Campaigns

Earned & Paid Media

RTO 9’s Digital Marketing Support Program provided six Digital Marketing members (from Destination Marketing Organizations & Tourism Offices in South Eastern Ontario) the opportunity to partner with RTO 9 on digital marketing tactics such as Facebook Ads, Blog creation, and Giveaways. This content was managed and paid for by RTO 9.

On our Facebook channel, we featured Facebook Ads for Prince Edward County’s newest Experiences page, SDG Counties Paranormal Investigation promotion, and Rideau Waterways Festival of Small Halls Christmas Event.
Our ‘Storytelling Campaign’ featured Prince Edward County and included a blog, Instagram Stories, Instagram Reels, and a giveaway.

Rail + Roam

RTO 9, in partnership with VIA Rail and Landsby.ca, launched a winter Campaign – Rail + Roam. The goal of this campaign is to drive interest in winter getaway travel to South Eastern Ontario city destinations such as Cornwall, Brockville, Kingston, and Belleville. This campaign will promote unique hub and spoke winter experiences and stays through packaging created by Landsby.ca. The campaign promotes safe, local travel by train from key Canadian markets and will provide a VIA fare discount from November 1, 2021- March 31, 2022 (some blackout dates will apply) when experiences are booked through Landsby.ca.

Rail + Roam results ending as of December 2021

The Rail + Roam campaign ad units ran on Sharethrough, Facebook/Instagram, Search and YouTube in December 2021. However, the ad units on Facebook, Search and Sharethrough were paused on December 24 in response to the rising case of COVID. Before pausing in December, the campaign generated 1.3M impressions and 8,735 clicks in total. On social, Facebook/Instagram generated 398,969 impressions with 7,879 clicks at a CTR of 1.97%, which is well above the industry benchmark of 0.9%. An unskippable video ad ran from Dec 6 to Dec 24 on YouTube which generated 573K views in total with a high completion rate of 83.82% meaning that viewers are highly interested in our content. On the programmatic end, our campaign generated 256K impressions and 238 clicks at a CTR of 0.09%, which is above the platform benchmark of 0.08%. We have gone back into market with this campaign as of Jan 27, 2022.

Here’s a look at just some of the media our operators and destinations in South Eastern Ontario gained in Q3.

Article: Hotels and resorts across Canada are offering a wide range of festive packages to fully vaccinated guests

Outlet: Globe and Mail

Date: December 9, 2021

About the Article: A new partnership between Via Rail, Toronto’s Landsby travel agency, and the regional tourism organization for Southeastern Ontario has produced “Rail & Roam” packages that combine and discount train tickets, accommodations, meals, tours, car rentals, and more. From the Via station in Cornwall, for instance, guests can travel west along the scenic St. Lawrence River until they reach Upper Canada Village in Morrisburg, which until Jan. 1 is draping the recreated 19th-century settlement in more than a million coloured lights. From there, the historic village of Winchester, and a suite in the country-cozy Terrace Green B&B, is less than 30 minutes away by rental car. From $399 a night, landsby.ca/rail-and-roam

Reach: 6,618,420 UVM (Unique Visitors per Month)

Article:  Six great day-trip ideas to keep you active

Outlet: Toronto Star

Date: December 18, 2021

About the Article: The article notes various day trip activities to keep readers active over the winter, including ice fishing in P.E.C. and the ice fishing hut options available at Merland Park Cottages.  

Reach: 5,689,932 UVM 

The same article also appeared in the following outlets:

Toronto Star (print) – 242,300 Circulation

Welland Tribune – 125,940 UVM

Waterloo Record – 467,741 UVM

Niagara Falls Review –  94,084 UVM

Article: 9 Small Towns In Ontario That Are Even More Magical To Visit In The Winter

Outlet: Narcity

Date: December 13, 2021

About the Article: The article highlights various places in Ontario to visit during the winter and highlights Kingston as one of the province’s top destinations. Madeline Forsyth selected Kingston for its small-town vibes, tons of downtown shops and cafes, and an enchanting ice skating rink in the square.

Reach: 3,129,248 UVM

 

Article: North Grenville Community Theater still going strong

Outlet: Toronto Star

Date: December 10, 2021

About the Article: The article notes that the North Grenville Community Theatre has requested $5,000 in funding with the goal of making some needed repairs to the old Oxford Mills Town Hall. The building is being used primarily for the storage of costumes and equipment by three local performing arts groups. The article notes that the theatre group is bouncing back with a planned production of “Ripcord,” planned for the Spring of 2022 at the North Grenville Municipal Centre. 

Reach: 5,689,932 UVM 

The same article also appeared in the following outlets:

Hamilton Spectator – 804,908 UVM

St. Catharines Standard – 396,138 UVM

Welland Tribune – 86,138 UVM

Article: Brockville Has A Free Holiday Trail Of Lights Where The Trees Dance To Music (VIDEOS)

Outlet: Narcity

Date: December 6, 2021

About the Article: The article highlights Brockville’s River Of Lights is happening at Blockhouse Island, where guests will be able to see thousands of twinkling lights. The piece notes that the event is happening seven days a week until January 2, 2022, and no admission tickets are required.

Reach: 941,190 UVM 

Earned Media Snapshot

Total Stories: 80
Print: 11
TV Segments: 1
Online: 69
Newsletter: 1
Radio: 0

Total Media Impressions for Q3: 64,050,638
Total Cumulative Impressions Since the Beginning of the Campaign: 8,229,322,601

Owned & Paid Media for South Eastern Ontario

Total Reach: 2,140,707 (+102% YoY)
Total Engagement: 36,816 (-58% YoY)

Total User Visits: 107,267 (-15% YoY)
Total Page Views: 155,088 (-17% YoY)

Total Events 55,624 (direct links to tourism operators’ websites):

Top Website Content
Bucket List: 25 Restaurants You Need To Try In Prince Edward County (10,352 Page Views)
16 Paranormal Locations In South Eastern Ontario We Dare You To Visit (8,381 Page Views)
22 Of The Best Ontario Holiday Markets You Have to Visit (8,184 Page Views)
Bucket List: 24 Restaurants You Need To Try In Kingston (7,731 Page Views)
Home Page (6,300 Page Views)

Future Initiatives

Winter Campaign – Rail + Roam (Continued)

South Eastern Ontario Cruise Campaign, Theatre Pitch to Media, planning, and implementation of both

Fam Trips to South Eastern Ontario

Updating SEO Maps and Cycle Maps

Working alongside our DMO’s, we will be launching blogs and itineraries that will highlight experiences and operators in the region.

Promotion of awarded Winter Partnership Funding recipients.

RTO 9 provides regional leadership and coordination for tourism in South Eastern Ontario. We are fiercely working on your behalf to grow all aspects of tourism to attract more visitors, increase revenues, and generate economic activity such as investment and job creation. Connect with a team member who can assist you in your tourism initiatives.

No Place Like Roam: RTO 9 Partners with VIA Rail and Landsby For Exclusive New ‘Rail + Roam’ Campaign

Initiative encourages locals and visitors alike to explore all that South Eastern Ontario has to offer through an array of exclusive getaway and stay-and-play packages

Kingston, ON  November 16, 2021 – RTO 9 is teaming up with VIA Rail and Canadian travel company Landsby to heat up the winter season by offering exclusive new Rail + Roam packages that encourage travellers to ride the rails and safely explore well-known gems, best-kept secrets and off-the-beaten-path adventures across the region. From now until March 15, 2022, Rail + Roam allows locals and visitors alike to indulge in a wide array of culinary, adventure and wellness-themed experiences that can be booked through landsby.ca/rail-and-roam/. These experiences offer unique ways to get out and soak in the small-city warmth and hospitality of places such as Kingston, Brockville, Gananoque, Cornwall, Belleville and more. Stretching from Lake Ontario all the way to the Quebec border, South Eastern Ontario follows along the northern shore of the St. Lawrence River and encompasses the laid back charm of Prince Edward County, the historic architecture of Kingston, stunning views of the 1000 Islands and the UNESCO-designated Rideau Canal. The region also backs up its claims as a true culinary hub, offering food lovers and wine aficionados alike a myriad of opportunities to sip, sample and savour their way through award-winning wineries, craft breweries and restaurants serving locally sourced, farm-fresh fare.

“We’ve seen a lot of people — including Snowbirds — who are planning on staying closer to home this winter, so it’s the perfect time for people to book an escape and explore smaller towns across the region,” says Bonnie Ruddock, executive director for the Regional Tourism Organization of South Eastern Ontario (RTO 9). “South Eastern Ontario is Ours to Re-discover again, and Rail + Roam offers so many ways to relax, recharge and get rejuvenated by taking part in unforgettable experiences while also supporting local businesses in our own backyard.”
Among others, examples of the exclusive getaway and stay-and-play packages available through the Rail + Roam promotion include:A two-night ‘Glamping’ experience‘ inside a Mongolian-style yurt at Apple Hill’s Springfield Farm, including transfers from either the Cornwall or Alexandria VIA stations from $399 CAD for two nights plus taxA two-night ‘Seaway and Cider Experience’ in Kingston that includes suite accommodations at the Residence Inn by Marriott, a private Seaway and Helicopter tour of the 1000 Islands archipelago and lunch at the region’s newest cider mill for $969 CAD per couple plus tax A two-night culinary experience in the village of Morrisburg including a stay at the historic Russell Manor B&B and a gourmet three-course meal at its bistro for $620 CAD per couple plus tax A two-night stay at the Victorian-style Secret Garden Inn in Kingston that includes a gourmet private chef-curated three-course meal for two with wine pairings and breakfast service for $439 CAD per couple plus tax A three-night stay at the historic Cove Country Inn in the village of Westport on the banks of Rideau Canal with passes to nearby Foley Mountain for $299 CAD per couple plus tax A luxurious two-night ‘Modern Lakeside Retreat’ where guests are welcomed as friends at Prince Edward County’s stunning new Mirazule Inn set high on a cliff overlooking Lake Ontario for a 3-day/2-night luxurious stay with delicious breakfast and all beverages included for $1,380 CAD per couple plus taxLandsby has developed a series of unique, exclusive packages that combine accommodations and local experiences unique to this region. Packages are available for all ages, interests and price points. Train travel by VIA Rail to and from Toronto, Ottawa, Montreal and the surrounding region can be added on to all packages (for an additional fee) to add an extra element of ease to travellers’ visits.

“The travel industry, and the people we serve, are in a phase of recovery. To that end, Canadians are yearning for authentic travel experiences that satisfy a need for both adventure and comfort, that support our local businesses and aid in our collective growth,” said Jason Sarracini, founder of Landsby. “The Rail + Roam packages in South Eastern Ontario embrace this trifecta, providing Canadians with opportunities to explore the beauty and wonder of their own country.”

The Rail + Roam campaign is a collaboration between the provincially funded tourism organization RTO 9, which works to support and grow tourism across 10 destinations in South Eastern Ontario; VIA Rail, Canada’s national rail passenger service; and Landsby, a Canadian travel company that launched in May 2021. The initiative is part of an ongoing recovery campaign built to support the local tourism economy while driving visits to the South Eastern Ontario region during the upcoming winter months. This is the first partnership of its kind between South Eastern Ontario, VIA Rail and Landsby.

HOW TO BOOK Travellers can explore and choose from a wide array of Rail + Roam packages by visiting landsby.ca/rail-and-roam/ until March 15, 2022. For more information about travel to South Eastern Ontario, visit www.southeasternontario.ca

About RTO 9

RTO 9 is a regional tourism organization established in 2010 that is funded by the Ontario Ministry of Heritage, Sport, Tourism, and Culture Industries. RTO 9 actively promotes tourism for the South Eastern Ontario region and works to support and grow the tourism industry through marketing, product development, investment attraction, and workforce development initiatives. The regions of South Eastern Ontario are 1000 Islands Gananoque, Bay of Quinte, Brockville, Cornwall and Stormont, Dundas & Glengarry Counties, Frontenac County, Kingston, Lennox and Addington, Prince Edward County and the 1000 Islands and Rideau Canal Waterways.


About Landsby

Landsby – a name derived from the Nordic word for ‘village’ — is a new Canadian tourism company with one driving principle: we are stronger when we work together. Landsby partners with large and small Canadian tourism partners to create unique and authentic experiences that not only provide travellers with authentic, immersive trips but positively impact the communities being explored. Landsby is helping to support and rebuild Canada’s tourism sector through innovative collaborations, storytelling and a soon-to-launch online community marketplace program.

About VIA Rail

As Canada’s national rail passenger service, VIA Rail and all its employees are mandated to provide safe, efficient and economical passenger transportation service, in both official languages of our country. VIA Rail operates intercity, regional and transcontinental trains linking over 400 communities across Canada, and about 180 more communities through intermodal partnerships, and safely transported more than five million passengers in 2019. The Corporation has been awarded nine Safety Awards and three Environment Awards by the Railway Association of Canada since 2005.

Media Contact

Erin O’Driscoll
Account Manager
tartanbond
Direct: 416-319-8296 / M: 647-232-6924

Nicole Amiel
Director – Eastern Canada
tartanbond
Direct: 416-436-5185 / M: 514-983-3959

Q2 Marketing Highlights

We are excited to share the collective accomplishments we have made for Q2 (July 1st-September 30th 2021).

Campaigns

Owned & Paid Media

RTO 9’s Digital Marketing Support Program provided six Digital Marketing members (from Destination Marketing Organizations & Tourism Offices in South Eastern Ontario) the opportunity to partner with RTO 9 on digital marketing tactics such as Facebook Ads, Blog creation, and Giveaways. This content was managed and paid for by RTO 9. On our Facebook channel, we featured Facebook Ads on behalf of the following destinations: 1000 Islands Tourism, County of Frontenac, Bay of Quinte Regional Marketing Board, SDG Tourism, Cornwall Tourism, and ‘What’s on Westport.’ Our ‘Storytelling Campaigns’ featured Cornwall, Frontenac County, SDG, and the Bay of Quinte. The content featured on these campaigns included a blog, Instagram Stories, Instagram Reels, and a giveaway.

Earned & Paid Media

RTO 9 participated in the Great Taste of Ontario (GTOO); a provincial recovery program involving +90 partners (including DMOs, RTOs, Sector Organizations, media, and charities). The program was designed to encourage Ontarians to rediscover the province and boost regional economies by increasing tourism visits. Its success was dependent on a unique mix of destination development, market readiness training, procurement tracking and strategic marketing partnerships. The program began with a series of training modules for destinations and businesses to adhere to safe travel protocols; meet visitor expectations in the re-opened tourism space; increase collaboration between the agriculture and hospitality sector and finally, inform business operators on how to communicate to appeal to the ‘food connected consumer’. This training coincides with a strategic, collaborative marketing campaign entitled ‘The Great Taste of Ontario’. The Great Taste of Ontario (GTOO) campaign was centered around a collection of hyper-local passports that inspire Ontario residents to first (re)discover their home region and then, when safe to do so, travel around the province. Downloadable passports were created per region/destination. The following is a list of participating regions in South Eastern Ontario and the number of passport downloads that have occurred. 

Bay of Quinte 131
Cornwall & SDG Counties Adventure Pass 41
Cornwall & SDG Counties Foodie Pass 37
Eastern Ontario Brewery Tour 41
Frontenac County 27
Lennox & Addington County 24
Prince Edward County 395
South Eastern Ontario 79
Visit Kingston 85

Here’s a look at just some of the media our operators and destinations in South Eastern Ontario gained in Q2.

Don’t miss the art scene in Gananoque: Where to dine, explore and take in a show in the ‘Gateway to the 1000 Islands’ – Toronto Star

8 Hikes Around Ottawa With Epic Views That Will Show You All The Fall Colours – Narcity

Four of the best spots for a friend-group vacation – The Globe and Mail

Open Farms 2021 showcases local food and agriculture – Global News

A Scenic Weekend Gateway to Prince Edward County, a Place With Bucolic Fields, Old Vineyards, and Vast Waterfront Vistas – Medium

RTO 9 was able to host 9 Familiarization Tours to the region. In Q4 of 2020-2021, TartanBond and RTO 9 participated in the International Media Marketplace (IMM) virtually where both representatives met with a total of 48 media personalities. It was through these contacts that connections were made and invitations were sent to media to participate in this year’s FAM tours to the region. A media kit was developed in both official languages for IMM and it has subsequently been used to help tell South Eastern Ontario’s stories. The following is a list of the FAM Tours and media personalities that were brought into the region. 

Maryam Siddiqi
Outlet: The Globe and Mail
Story Angle: A lifestyle, culinary piece about a getaway to Kingston and Frontenac County. 
Location: Kingston, Frontenac County

Andrea Traynor
Outlet: Mommy Gearest Blog Toronto Star story
Story Angle: Vacation on the Rideau Canal with Le Boat
Location: Rideau Canal, Kingston, 

Donald Duench
Outlets: Toronto Sun/ Post Media
Story Angle: 1000 Islands, boating, fishing, etc. Gananoque area that can be enjoyed year-round — parks, nature, restaurants, shopping, museums, etc.
Location: Gananoque 1000 Islands

Diana Ballon
Outlets: Vacay.ca, Travel Life
Story Angle: Small towns in South Eastern Ontario, hidden gems, unique experiences. 
Location: Cornwall, Brockville, Newboro, Westport, Chaffey’s Lock

Adam Waxman
Outlets: Dine Magazine
Story Angle: Food and Unique Experiences in South Eastern Ontario
Location: Gananoque, Kingston, Rideau Canal – Chaffey’s Lock, Lyndhurst

Isabelle Pion
Outlets: Québec dailies: Le Droit (Ottawa), Le Soleil (Québec), Le Nouvelliste (Trois-Rivières), La Voix de l’Est (Granby), Le Quotidien (Saguenay) and La Tribune (Sherbrooke)
Story Angle: Outdoor activities: Hiking, cycling, kayak, fishing, Jones Creek trail, Tunnel, Brockville cruise
Location: 1000 Islands Brockville, Cornwall

Carolyne Parent
Outlets: Elle Québec, Le Devoir
Story Angle: A lifestyle, culinary piece about a getaway in PEC with a family angle.
Location: Prince Edward County

Samantha Cutler
Outlets: Influencer – The Fit Fatale: Post 1, Video 1
Story Angle: Food and unique Experiences in South Eastern Ontario
Location: Bay of Quinte

Tiny Town Tours
Outlets: Influencers: http://www.apieceofelise.com/ & https://brigittetruong.com/
Story Angle: Food and Unique Experiences in South Eastern Ontario
Location: Cornwall, Gananoque, Rideau Canal

Results

Paid & Earned Media 

Total Stories: 271
Print: 20
TV Segments: 6
Online: 241
Newsletter: 3
Radio: 1

Total Media Impressions for Q2: 3,447,362,795

Owned & Paid Media for South Eastern Ontario

Total Reach: 2,864,451 (+50% YoY)
Total Engagement: 251,214 (+23% YoY)

Total User Visits: 209,491 (+5% YoY)
Total Page Views: 321,703 (+1% YoY)

Total Events (direct links to tourism operators’ websites): 124,579

Top Website Content
Bucket List: 25 Restaurants You Need To Try In Prince Edward County (33,107 Page Views)

11 Things You Can Do This Summer In The 1000 Island Gananoque (20,605 Page Views)
Bucket List: 24 Restaurants You Need To Try In Kingston (8,491 Page Views)
Destination Page (5,964 Page Views)
9 Places To Visit This Fall (5,947 Page Views)

Future Initiatives

RTO 9 will be co-hosting a FAM Tour with Cornwall Tourism and Akwesasne Travel

The first-ever combined FAM of Cornwall Tourism and Akwesasne Travel is the opportunity to showcase the partnership and cohesion of two destinations offering unique and experiential tourist offerings for day-trippers and international visitors alike. The two-day FAM will show existing highlights of Cornwall and bring light to the rich Mohawk culture of Akwesasne, a perfect marriage of past and present. This is the first step in the right direction for the tourism industry’s regional recovery from COVID and a pathway to create awareness about the destination for the future.

Winter Campaign – Rail + Roam

RTO 9, in partnership with VIA Rail and Landsby.ca, will be in-market with a winter Campaign – Rail + Roam. This campaign will drive interest in winter getaway travel to South Eastern Ontario city destinations such as Cornwall, Brockville, Kingston, and Belleville and will promote unique hub and spoke winter experiences and stays through packaging created by Landsby.ca. The campaign will promote safe, local travel by train from key Canadian markets and will provide a VIA fare discount from November 1, 2021- March 31, 2022 (some blackout dates will apply) when experiences are booked through Landsby.ca.

Owned & Paid Media For South Eastern Ontario

In Q3, we will be launching over 14 blogs that will be promoted on our Facebook channel. We will also feature a Storytelling Campaign for Prince Edward County.

RTO 9 provides regional leadership and coordination for tourism in South Eastern Ontario. We are fiercely working on your behalf to grow all aspects of tourism and attract more visitors, increase revenues, and generate economic activity such as investment and job creation. Connect with a team member who can assist you in your tourism initiatives.

Product and Experience Development Training & Skills Programs

A tourism product is what you buy, an experience is what you remember! The following links provide information, resources, and opportunities to guide tourism operators in the development of new or enhanced experiential products.

RTO 9 – Growing Experiential Tourism is a high priority for RTO 9. Not only does it add a new revenue stream for businesses, but it also enhances the slower seasons, creates a competitive advantage, opens the doors to new markets and repeat visitation, and encourages creative usage of existing infrastructure. Most importantly though, Experiential Tourism is attracting travellers who not only love learning new things but care about the destinations and the locals that live there. RTO 9 provides free coaching to help you bring your tourism experience to market.

Destination Canada – Utilizing the Explorer Quotient Toolkit, Destination Canada provides tourism businesses with valuable insights into why and how different people like to travel. Explorer Quotient goes beyond traditional market research of defining people. It looks deeper at individuals’ personal beliefs, social values, and views of the world to learn exactly why different types of travellers seek out entirely different travel experiences. Learn about Explorer Quotient and how to implement the program by developing a strategic plan with an Explorer Quotient authorized trainer.

Gros Morne Institute for Sustainable Tourism (GMIST) – GMIST offers training programs, video recordings and development support services to advance the quality and success of tourism operators and destinations.
With the goal of enhancing the quality and sustainability of tourism experiences, GMIST provides support and training in:
• Sustainable Tourism Practices
• Experiential Tourism
• Tourism Community Development
• Culinary Tourism
• Indigenous Tourism

Culinary Tourism – The Culinary Tourism Alliance helps to build destination’s taste of place by supporting agriculture, viticulture, and aquaculture industries across the culinary tourism value chain. CTA promotes authentic tastes of place by sharing stories with pride and honouring the cultures that create these experiences

Eastern Ontario Agri-Food Network (EOAN) – EOAN shares several routes each season for wanderers curious about where there food comes from putting forward people that work hard into making and offering amazing foods, as well as other activities to fill your day or weekend trips. They’ve done all the work for you! Simply download the trips directly to your phone (or print them) and buckle up. These trips are ideal for couples looking for a romantic weekend getaway, families hoping for a break in the routine as well as retired couples or groups of friends simply looking to create memories to last a lifetime and discover what Eastern Ontario has to offer!

Elevating Canadian Experiences – Winter/Shoulder & Culinary National Program – Explore content ranging from strategy development to practical tools and tips – all designed to help grow and adapt your tourism business as an operator and build tourism capacity in your region as a destination partner. Explore resources in developing and using guidelines, assessing your readiness, goal setting, strategy development and partnering for success. Explore growing agritourism, culinary tourism and multisensory experience development.

The Tourism Cafe – As one of Canada’s leading tourism training companies with a national reputation for experiential travel training that raises the bar on the visitor experience. The Tourism Café employs professional educators with an award-winning, finely-tuned instructional design process that is highly collaborative, inclusive and engaging.

Tourwriter – The future of tourism: travel trends for 2021 and beyond.

Case Studies and Idea Generators: Get your creative juices flowing with these unique success stories

Newfoundland and Labrador – St. John’s Haunted Hike and Lighthouse Picnics, Linkum Tours whale watching and Tour Labrador’s 1-3 night packages.

BC’s Cultural and Heritage Tourism Development – check out the Economuseum story. Economuseums are workshop environments in which goods are produced on a small scale, focusing on the preservation of traditional skills and craftsmanship. U’Mista Cultural Centre – Creating an Aboriginal Cultural Heritage Treasure. How the community of Wells was built into a Creative Arts Community destination.

How the Rise of Experiential Travel Benefits Tour Operators – Crowdriff, article by Julia Manoukian. Experiential travel was once a niche that only appealed to the most adventurous travelers unafraid to jump off the itinerary and truly eat, see, and experience a destination for all that it’s worth. But the digital age has helped bring this kind of travel into the mainstream. More travelers are interested in learning about what’s on the minds of locals or breaking bread with a host family than dining at a Michelin starred restaurant