Development of Canada’s Winter & Shoulder Season Tourism Potential
Tourism Industry Association of Canada
Destination: Canada
Engagement: 2019 - 2020
Canada's tourism industry historically prioritized summer and mainstream destinations like Montreal, Toronto, Banff Lake Louise and Vancouver. Increasingly though, travel consumers have expressed a desire to vacation in winter and shoulder seasons, particularly in lesser-known rural destinations.
Twenty31 was engaged by the Canadian Government and the Tourism Industry Association of Canada to develop tools, resources, and content supporting small and medium enterprises (SMEs) and destination management organizations (DMOs) to sustainably develop winter and shoulder season visitor experiences.
Strategy development
We developed a series of comprehensive winter and shoulder season tourism development strategies to pilot seasonal tourism growth in five destinations.
Stakeholder engagement
We conducted 70+ workshops and webinars across Canada, leveraging digital tools during the COVID-19 pandemic to enable participants from all corners of Canada to participate in and experience the program’s resources and benefits.
Assessing travel consumer demand
We designed and managed two waves of primary market research with representative samples of travel consumers in Canada, the US and UK to benchmark winter and shoulder season tourism perceptions, travel intentions and travel behaviours.
Setting up a PMO
A project management office (PMO) was established to support a multitude of activities across 40+ Canadian destinations. It quickly became and continues to serve as the central point through which all strategic activities pass.
As a result of this engagement, tourism in multiple Canadian destinations has quantifiably expanded beyond the summer travel period into shoulder and winter seasons. There has been a dispersion of visitors from major gateway communities into less-visited rural destinations. These changes have collectively helped Canada diversify its tourism offering, balance seasonal trends, and boost tourism and its contribution to the overall economy.
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Development Canada’s Winter & Shoulder Season Tourism Potential
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