Calling it a working game plan for the next few years, the Niagara Tourism & Convention Corp. has crafted a marketing plan that hopes to attract more visitors to the region by highlighting a number of regional assets.
Some are obvious, like continuing to attract Southern Ontario residents across the border for extended shopping trips. Others are less obvious, such as taking advantage of recreational activities like sport fishing, bird watching, nature walks and playing off of the region’s deep history.
There are also concerted efforts to put Niagara Falls on the radar screens of international tourists, especially those from China, India, Germany and the United Kingdom.
“We’re in a better position now,” said John Percy, Niagara Tourism & Convention Corp. president and CEO. “We have more product to take to the market than we did in the past.”
Percy said the NTCC will be tracking its results, which should translate into more hotel rooms filled and increased visitors to local attractions. Last year, Niagara Falls had a 62.8 percent hotel room occupancy rate.
Part of the organization’s mission is to expand the U.S. visitor base to Niagara Falls from a 500 mile radius to more than 600 miles. That takes in the lucrative Chicago, Washington, Virgina and Mid-Atlantic markets. Those markets were identified from past surveys of visitors.
“They kept coming up,” Percy said.
The new marketing efforts come from $1.2 million the NTCC receives from its share of revenues generated from Seneca Niagara Casino & Hotel. That accounts for 35 percent of the organization’s budget.
Niagara Falls Mayor Paul Dyster said he is pleased to see a formal NTCC marketing plan, one with very definite checks-and-balances in terms of increased hotel occupancy rates, room rate revenues and more visitors to attractions.
“We can now measure results vs. expectations,” Dyster said.
Falls tourism plan targets international visitors
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