Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org) Presentation by Trish Manning, President, Manning Consulting Group Inc., and The Ontario Ecotourism Society, presented September 2011. Session: 2.3 Financing Sustainability Initiatives: Strategies for Tourism Businesses. Organized by The International Ecotourism Society (http://www.ecotourism.org), the ESTC is a unique tourism industry annual conference providing practical solutions to advance sustainability goals for the tourism industry.

1. This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-21st. Organized by The International Ecotourism Society (TIES), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry. Learn more about the ESTC: http://www.ecotourismconference.org ESTC on Twitter: http://www.twitter.com/ESTC_Tourism ESTC on Facebook: http://www.facebook.com/ESTC.Tourism The International Ecotourism Society | web www.ecotourism.orgemail info@ecotourism.org | tel +1 202 506 5033

2. Financing Sustainability Initiatives – Strategies for Tourism Businesses A Case Study from Ontario, Canada Presented by: Trish Manning September 21, 2011

4. Small rural population 5,300

5. 2005 – diversify through tourism

8. Partnerships and Collaboration in the Destination Infrastructure –Community infrastructure & Amenities Destination Readiness – Individual businesses & Community-level High Quality Marketing and Promotions Pillars of the Community-based Tourism Strategy

9. January 2009 – Local economic development corporation supported the start-up of a Tourism Coalition ($30K plus project manager) 10 organizations joined the coalition and committed between $100 and $500 each MBEDC, Ontario Parks, Chamber of Commerce (local businesses), Canadian Ecology Centre, Snowmobile Club, VMUTS Trails, Agriculture, Voyageur Days event, Canadore College, Equine Partnerships and Collaboration in the Destination

10. 3 Phase Plan (2009 to 2011) Phase 1: Basic regional tourism website & promotional bookmark. Budget: $10,500 ($7,500 Tourism Coalition; leveraged $3,000 NECO – regional funding organization) Phase 2: Building Community Capacity & Experiences. Budget $68,218 ($4,400 Cash, $8,065 In-kind Tourism Coalition; leveraged $55,753 Trillium Foundation grant) Phase 3: Project Management & Marketing. Budget $190,000 ($19,000 Tourism Coalition; leveraged $171,000 Provincial & Federal government grant) Leveraging Funding

11. Total Investment from Tourism Coalition $30,900 leveraged $229,753 funding Staff – Invested $6,000 Tourism Coalition for 2 Tourism Interns – leveraged $27,500 each for wages (total $55K) In 2011, hired intern as 1 full time tourism coordinator for region to support tourism businesses and tourism projects Leveraged Funding Continued

12. Results of Tourism Strategy & Leveraged Funding – Phase 1 Basic Regional website www.visitmattawa.travel

13. Held 5 workshops - 120 tourism stakeholders attended Creating Successful Events on Trails (2 events created) Using Digital Media for Tourism Promotion 2-day workshop (photography and web-marketing) Customer Service & Tourism Benefits – Canadore College for 12 high school students Health and Safety in the Outdoor 2-day Course Building Packages, Experiences and Bundles Phase 2: Building Community Capacity - Workshops

14. Phase 2: Building Community Capacity - Equipment Purchased

15. 2011 Toronto Outdoor Adventure Show Phase 2: Building Community Capacity – Promotions & Experiences

16. Tourism Marketing Strategy – linked to Ontario Tourism strategy, Canadian Tourism Commission, etc. Tourism Brand Guidelines Tourism images (used by businesses as well) 2011 to 2013 Marketing Campaign to support tourism businesses and events Phase 3: Marketing & Promotions

18. 2011 to 2013 Marketing Campaign

19. Maps, Tent Cards and Kiosks

20. E-newsletters, Video, TV, Visitor Centre and Scenic Tour

21. Developed a 4-season trail system & new products/experiences through participation in Tourism Coalition Offer kicksledding experiences (rent kick-sleds) Offer glamping (renting prospector tent) Host 2 trail events – Run-off-the-Grid and Lost in the Rocks and Trees Mountain Bike events Trail system is featured on new map, regional map kiosks, etc. New experiences promoted through the Ontario Tourism Outdoor Program, Explore magazine, Canadian Geographic, etc. Summary of Benefits for Nature’s Harmony Ecolodge

22. By working together, we can all succeed!