Niagara Falls Tourism 2017/2018

A world-class destination that brings prosperity to the Niagara Region

Provide leadership and focus to foster, develop and promote the tourism industry in Niagara Falls increasing visitors’ experiences

To become the #1 International tourism destination in Canada by 2022

125 NEW Tourism Businesses3,240 NEW Tourism Jobs $215M Increase in Federal Tax Revenue $180M Increase in Provincial Tax Revenue $40M Increase in Local Tax Revenue

Total Economic Impact of Tourism

Person Visits

Source: Statistics Canada's Canadian Business Patterns, 2013Ontario Ministry of Tourism, Culture and Sport

Tier 1: NFT Advertising + Travel Trade + Media Relations + DC +

OTMPC + TPN

Tier 1 Markets:Our Tier 1 Markets will be those that drive the highest visitation and the highest yield. We will strive to align our activities with Destination Canada and OTMPC when selecting these markets and focus on the following major CMAs.

New York City Baltimore/WashingtonBoston PhiladelphiaCleveland DetroitChicago

Tier 2: Travel Trade + Media Relations + DC + OTMPC + TPN

Tier 3: Media Relations + FAM Support

1. Leads to Industry

2. Develop Stronger Partnerships with the Travel Trade

3. Build Great Relationships

4. Long-Term Viability

All Roads Lead to the Website!

Department Tactic Strategic Plan Alignment

Marketing

Execution of cross platform digital strategy to increase traffic to NFT.com

Enhance product offering on website through strategic partnerships and member engagement

Execute a Seasonal Marketing Campaign (Fall, Winter, Spring, Summer) focusing on our Tier 1 Markets aligning with TPN

Align publication strategy to overarching Marketing Plan

Enter China B2C through partnership with OTMPC, Tourism Toronto, Ottawa Tourism and TPN

Communications

Develop cohesive Social Media plan to fuel broader NFT digital strategy

Utilize Media & Influencers to generating call-to-action encouraging Niagara Falls visitation

Department Tactic Strategic Plan Alignment

Travel Trade

Conduct an annual signature FAM tour that showcase winter product for the destination

Provide support to DC, OTMPC FAM activities increasing the number of trade partners selling Niagara Falls

Conduct and comprehensive FAM program for NFT that will showcase Niagara Falls as a 4 season destination

DC Trade Shows, OTMPC and DC Sales Missions, NFT Sales Mission

Administration

Conduct a complete evaluation of the Enquiry Kit program ensuring it maximizes revenue

Partner with Marketing to increase the awareness and participation in NFT publications

Department Tactic Strategic Plan Alignment

Travel Trade

Leverage membership and sponsorship of key trade associations to increase visitation to Niagara Falls

Enter into Joint Marketing Agreements with key partners that service our key markets

Partner with Marketing to overhaul all travel trade marketing collateral pieces ensuring alignment to NFT Brand

Develop a training program for Mexico agents and operators

Communications

Develop a measurement framework to evaluate strength of Travel Trade relationships

Develop executional framework for Travel Trade digital platforms

Department Tactic Strategic Plan Alignment

Marketing

Republish Travel Trade Collateral in alignment with Marketing Plan

Align and integrate Travel Trade Microsites with Digital Strategy / Market Segments

Development and align of Travel Trade Sub-Brand

Development of online LGTBQ2+I market collateral

Department Tactic Strategic Plan Alignment

Marketing

Food Tourism Development- identify key stakeholders, channels and partners

Work with City of Niagara Falls and Key Stakeholders to augment Go Train Arrival and Departure marketing opportunities.Support Communications Plan to provide regularly scheduled updates to stakeholders (Inclusive of Marketing reports)

Leverage high value partnerships to identify joint marketing opportunities

Communications

Maintain high level of collaboration with key Industry partners nationally, provincially and locally

Enhance relations with members through updated communications platforms

Set frequency targets and measure presence with all levels of government

Department Tactic Strategic Plan Alignment

Travel Trade

Leverage membership and sponsorship of key trade associations to increase visitation to Niagara Falls

Continue to provide industry partners with value-add advertising partnerships

Be an active member in key trade associations to ensure Niagara Falls is represented

Administration

Identify and target membership sales for key accommodation partners

Attend and participate in select industry and regional events that will increase the profile of Niagara Falls Tourism

Host education sessions for members that will increase the overall knowledge base of the tourism industry

Department Tactic Strategic Plan Alignment

Administration

Conduct an annual update to NFT staffing and resourcing plan

Conduct annual (with mid-year review) personal performance planning with each employee – include KPIs and personal growth targets

Upon any staffing changes evaluate and update the position requirements

Conduct an annual employee engagement survey using Gallup Q12

Communications

Refine & optimize reporting and measurement framework, for the duration of '17-'18 AOP

Explore strategic partnerships to extend Niagara Falls Tourism's reach and relevance

Department Tactic Strategic Plan Alignment

Administration

Develop, test and launch new marketing streams that generate revenue

Generate Standard Operating Procedures and Business Continuity Process for all Website components.

Develop Brand Guidelines for Niagara Falls Tourism

Actively engage in industry research opportunities, data analytics and forecasting to drive business focused decisions and strategy.

Focus on increasing strength of organic search results

Strategic Objective How We Measure 2017 Projected 2018 Target

Leads to Industry

Total traffic to niagarafallstourism.com 4,491,000 5,050,000

Number of leads distributed to industry through all channels

1,218,000 1,439,000

Social Media Engagements 90,000 125,000

Develop Stronger Partnerships with the Travel Trade

Increase in itineraries generated by NFT activities

N/A 7

Increase of consumed RNs sold thru JMApartners

N/A 10%

Increase in “winter” itineraries N/A 3

Build Great Relationships

Increase in Niagara Falls Tourism Membership base and retention %

10 / 95% 20 / 97%

Net new investment in NFT activities $63.5k $125k

Long Term Viability

Growth in overall revenue for the organization

$2.3M 10%

Maintain General & Administrative costs as a % of total budget

14% 13.8%

Chair - Wayne Thomson

Robert Orsini David Adames Letitia DiBellonia

Anthony Annunziata Clark Barnet Lee Carr

Anna DiCienzo Jim Graham Eric Marcon

Anne Radojocic Joel Nodden Mike Buffalino

Leigh Roszell-Hoag Mayor Jim Diodati Noel Buckley

Mike Strange Jennifer Ferguson

Honourary Directors

D. Gordon Paul George Yerich Sr.

Amy Bginucolo John Holer Sr.