THE OPPORTUNITY

The Algoma Kinniwabi Travel Association (AKTA) is a tourism association that represents and supports Northern Ontario tourism operators. It has also been aligning its marketing efforts with the province for several years and has, in recent years, become a key partner in creating and marketing tourism offers for Destination Northern Ontario (DNO), the regional tourism organization for Northern Ontario. AKTA required a marketing plan that would allow it to align its efforts with DNO and the province, while continuing to support its local operators in the best possible manner to drive visitation.

THE PROCESS

The Strategic Marketing Plan represents the culmination of research and input gathered to assess the current tourism landscape and past and potential future marketing initiatives. Algoma trusted the BC Hughes development team to lead them through their strategic planning process which included a two-day retreat of key tourism stakeholders as well as a multifaceted industry survey designed to delve into the important questions facing the organization today.

THE OUTCOME

The research undertaken as part of the project allowed BC Hughes to formulate a marketing plan that will allow Algoma to continue to deliver the excellent results it has achieved in the past and to uphold its reputation as a leader in tourism product development and marketing in the province.  The strategic direction provides recommendations which will allow AKTA to leverage tactical marketing decisions in the coming years and will allow them to set the foundation to ensure success.