Find out how DMOs can play a significant role in long-term, sustainable destination planning and development. Richard Cutting-Miller of Resonance Consultancy shares highlights of Vancouver’s new Tourism Master Plan and provides an insider’s view on how a tourism master plan can be used to identify and articulate potential products, amenities, programming and experiences – along with corresponding policies and protocols – to shape the future of your destination.

1. Tourism Masterplan
resonanceco.com

2. Richard Cutting-Miller
Executive Vice-President
Resonance Consultancy

3. Agenda
• What is a Tourism Master Plan
• Process
• 8 Areas of Focus
• Conclusion
• Q&A

4. What is a Tourism
Master Plan?

5. Definition
A tourism master plan will identify,
innovate and articulate potential products,
amenities, programming and experiences —
along with corresponding policies and
protocols — that will guide the long-term,
sustainable planning and design of a city,
state or country as a tourism destination.

6. • Destination Marketing Organisations
• Resorts, Municipalities, States and
Countries
Benefits

7. Process

8. • Define Goals
• Research
• Stakeholder Input
• Community Engagement
• Analysis of Issues and Opportunities
• Drafting/Partner Consensus
• Implementation
Process

9. 8 Areas of Focus

10. 1. Product Development
2. Events
3. Visitor Experience Design
4. Neighbourhoods
5. Tourism Infrastructure Development
6. Transportation
7. Advocacy & Public Affairs
8. Partnerships & Alliances
8 Areas of Focus

11. 1. Product Development
Many destinations are creating a product
development strategy to support existing
attractions and create original new tourism
concepts and experiences, building
distinctive and sustainable tourism
products, services, attractions and
infrastructure that help shape a compelling /
must visit destination.

12. 1. Product Development
Vancouver Focus
• Aboriginal Tourism
• Aquatic Tourism
• Creative Tourism
• Culinary Tourism
• Cultural Tourism
• Health and Wellness Tourism
• Cycling

13. 1. Product Development
Vancouver Focus cont’d
• LGBT Tourism
• Parks and Nature
• Seawall and Beaches
• Shopping
• Vancouverism

14. 2. Events
A dedicated events authority is often
established by destinations to lead, organize
and manage destination efforts to create,
develop, facilitate, fund and incubate a wide
range of events that deliver year round
economic contribution with strong
emphasis on low season traffic.

15. 2. Events
Vancouver Focus
• Cultural Events
• Signature Events
• Sports Tourism

16. 3. Visitor Experience Design
The planning, designing and building of
experiences – and the desired responses
and interactions – that visitors will have
in a place.
By studying the way visitors navigate,
understand, experience and enjoy a
destination, the tourism industry can
anticipate needs and exceed expectations
so that visitors leave with great stories
and a strong desire to return.

17. 3. Visitor Experience Design
Vancouver Focus
• Customer Journey Mapping
• Digital Visitor Experience
• Hosting and Hospitality
• Sustainability
• Wayfinding

18. 4. Neighbourhoods
Thinking about neighbourhoods as
tourism destinations and leveraging
their inherent appeal will grow locals’
engagement and visitors’ perception of
the city, spread tourism dollars into new
areas of town, engage residents and
visitors in neighbourhood life and
events, and encourage longer and repeat
stays as visitors explore sides of the city
they never knew.

19. 4. Neighbourhoods
Vancouver Focus
• Cambie Village
• Chinatown
• Commerical Drive
• Downtown
• Gastown
• Granville Island
• Kitsilano 4th Avenue
• Mount Pleasant
• South Granville
• UBC
• Village at False Creek
• West Broadway
• West End
• Yaletown
• Neighbourhood Focus
• Public Art

20. 5. Tourism Infrastructure
Development
Destinations should actively seek out and
help define, articulate, plan and champion
significant development opportunities for
new tourism infrastructure that provides
the foundation to create, grow and
enhance the long-term potential for new
tourism products and services.

21. 5. Tourism Infrastructure
Development Vancouver Focus
• BC Place
• Cruise Passenger Terminal
• Sports Entertainment District
• Granville Island
• Pacific National Exhibition
• Portside
• Tourism Corridor
• Vancouver Convention Centre

22. 6. Transportation
Visitor transportation to, from and
around a destination is a vital element
of the tourism experience.

23. 6. Transportation
Vancouver Focus
• Accessibility
• Centre City Transit Loop
• False Creek Ferries
• Late Night Public Transportation
• Public Bike Share
• Rapid Transit
• Taxis
• Walkability

24. 7. Advocacy & Public Affairs
Destination Marketing and Management
Organizations should clearly articulate
and support the industry’s advocacy and
public affairs positions, backed by
rigorous economic impact research.

25. 7. Advocacy & Public Affairs
Vancouver Focus
• Alcoholic Beverages
• Aviation Charges
• Bilateral Air Services
• Tourism Vancouver Funding
• Tourism Workforce Development

26. 8. Partnerships & Alliances
The tourism industry is unique in that a
large group of public and private sector
organizations contribute products and
services to the creation of a
visitor experience.
It’s imperative that these organizations
work in concert to deliver a seamless, high
quality product to visitors if they are to
compete effectively with other destinations
and travel and tourism choices.

27. 8. Partnerships & Alliances
Vancouver Focus
• Brand Alignment
• Regional Tourism Master Plan
• Regulations and Incentives
• Tourism Industry Promotion

28. Conclusion

29. Q&A

30. Richard Cutting-Miller
email: rrcm@resonanceco.com
Phone: +1.646.233.1383