The Tourism Industry Association of Canada (TIAC), with funding from the Government of Canada’s Canadian Experiences Fund, worked with Twenty31 Consulting Inc. (T31) from 2019 to 2021 to pilot the development of winter and shoulder season tourism strategies in rural and remote destinations.
T31 worked alongside municipal and provincial partners to co-develop five distinct and context-specific strategies to enhance shoulder and winter season tourism in five destinations. Across the five pilot destinations, T31 formed four distinct teams to facilitate the strategy development processes. Importantly, each shoulder and winter season tourism was co-developed with tourism teams from the destination and employed a community-based participatory research approach.
Yarmouth and the Acadian Shore: 3-year strategy
The vision is to unlock Yarmouth and Acadian Shores in the winter/shoulder by taking the steps to becoming a year-round destination, especially for Atlantic Canadians.
They will be encouraged to do more and see more of the winter/shoulder products and experiences, which will step up their overall satisfaction and increase their likelihood of returning.
The vision will be achieved by balancing the needs of the people and institutions of Yarmouth and Acadian Shores and visitors, with the recognition of the importance of the visitor economy and benefiting from the expansion of the season.
Windsor Essex: 3-year strategy
The vision is to unlock Windsor Essex for visitors all-year round.
They will be encouraged to do more and see more of our winter/shoulder products and experiences, which will step up their overall satisfaction and increase their likelihood of returning in other seasons and spreading the word.
The vision will be achieved by collecting evidence to inform deliberate decisions, in coordination with our communities, government, industry and key stakeholders to expand the tourism season responsibly, unlocking long term economic and job growth.
Charlevoix: 3-year strategy
The vision is to make Charlevoix a year-round premier outdoor recreation destination.
With the breathtaking vistas and impressive outdoor recreation products, the aim is to wow the active customer market segment 365 days a year, and ensure that visitors to Charlevoix can recharge and leave feeling reinvigorated — that’s their wellness promise.
Having been identified as a priority region for tourism development by the provincial government, they will work in close collaboration with the local community, government agencies, the tourism industry and key stakeholders who impact the development of sustainable winter/shoulder season tourism in order to achieve this vision.
Sunshine Coast: 3-year strategy
The vision is to make the Sunshine Coast a year-round British Columbia destination.
Through a variety of products and experiences, visitors are encouraged to do more and see more during the winter and shoulder season, while being stewards of the Sunshine Coast before, during and after their visit.
The vision will be achieved by providing tourism leadership to stakeholders and respecting local communities, and making informed decisions based on evidence.
Winnipeg: 3-year strategy
Manitoba is a must-visit four season destination generating significant and sustainable economic growth by delivering inspiring and authentic experiences in its unique urban, rural and wild settings
Visitors, especially the regional market, will be encouraged to participate in more of the winter/shoulder products and experiences including outdoor activities and rich arts and culture scene; which will step up their overall satisfaction and increase their likelihood of returning to Winnipeg and inviting those from around the world to share in these rich winter activities.
Winnipeg and Manitoba will harness the richness of those experiences already available to enhance and package them to appeal to prospective visitors to choose Winnipeg in the winter and embrace winter as a competitive advantage for Winnipeg.