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Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Regional Tourism
Organization 12
(RTO 12)
SHOWCASE ALMAGUIN January 2011
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Background
Roles & Responsibilities
Funding
Transitional information
Sub-Committees
2010 / 2011 Projects
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Background
February 2009, the Ministry of Tourism released the Ontario Competiveness Study
– Key initiative
Ontario should establish tourism regions to better coordinate tourism marketing and management across the province. Each region should work toward creating a unique brand and stellar experience.
January 2010, After several months of consultations, MTC announces a plan to create 13 Regional Tourism Organizations (RTOs)
June 2010, Ministry announces RTO funding
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Ontario Regions
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Region 12
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Who is included in
Region 12?
Algonquin Provincial Park
Township of the Archipelago
Township of Armour
Town of Bracebridge
The Municipality of the Village of Burk's Falls
Carling Township
Township of Georgian Bay
Town of Gravenhurst
Town of Huntsville
Joly Township
Town of Kearney
Township of Lake of Bays
Township of Machar
Township of Magnetawan
• Municipality of McDougall
• Township of McKellar
• Township of McMurrich-Monteith
• Township of Muskoka Lakes
• Town of Parry Sound
• Township of Perry
• Township of Ryerson
• Seguin Township
• Township of South Algonquin
• Village of South River
• Strong Township
• The Village of Sundridge
• Municipality of Whitestone
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
RTO 12 Performance Metrics 2008*
3.5 million person visits
Visitor Spending $662 million
* Source: Ontario Ministry of Tourism and Culture
Regional Tourism Profiles 2008
Stats Canada, International and Canadian
Travel Surveys (2008)
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Goals
Change how government and industry work together to develop tourism and foster economic growth.
Set standards for success to become more internationally competitive.
Maximize and measure the impact of private and public tourism investments on new and revitalized product.
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Goals
Reach out to consumers before they get here and when they arrive, so that we can welcome more tourists.
The Ministry will work in concert with industry partners to identify regional priorities that moves the provincial RTO agenda forward.
Double Tourism receipts by 2020
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Roles / Responsibilities
Strategy Development
Marketing
Product Development and Innovation
Investment Attraction
Workforce Development and Training
Coordination
Manage Performance
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Funding
Source of funds is HST increase
on accommodation tax from 5% to
8%
RTO 12 Budget
– $1.25 million per year in fiscal 2010/2011 and
fiscal 2011/2012. A total of $2.5 million over
two years.
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Transitional
Accomplishments
Since June 2010....
Created transitional Board
Registered as not for profit (By-Laws, etc)
Georgian Bay Country Tourism named as the
Administrator for Region 12
Created Transition Plan / Terms of Reference
Prepared 2010 / 2011 Operational Plan – Approved
Jan 2011
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Transitional Board
The transitional board is comprised of business
leaders from different sectors of the tourism
industry and geographic areas in RTO 12
Nominations for an elected Board will take place
in March followed by an election at the first
annual general meeting this spring.
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Transitional Board
Al Dare, Wilson Lake Resort, Port Loring
Andrew Ryeland, Bear Claw Tours, Parry Sound
Brenda Scott, iBrand Almaguin, South River
David Stewart, Almaguin Highlands Ontario Inc.
Sprucedale
John Sorensen, Couples Resort Whitney - Algonquin Park
Ken Turner, Woodland Echoes Resort, Magnetawan
Don MacKay, Dream Links Ltd. Bracebridge
Lorne Jolliffe, Manager, Motel 6, Huntsville
Gary Froude, Muskoka Cultural Impresarios, Port Carling
Jamie Hopkins, Santa’s Village & Sportsland, Bracebridge
Shannon Bebamash, Comfort Inn, Parry Sound
Jim Murphy, Park Planner, Algonquin Provincial Park
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Transitional Board
Advisory Committee– Muskoka Tourism,
– Huntsville/Lake of Bays Chamber of Commerce,
– Parry Sound Area Chamber of Commerce,
– Parry Sound Area Community Business & Development Centre
– Georgian Bay Country, Parry Sound
Resource Member– Ministry of Tourism & Culture
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
RTO 12 Sub- Committees
Executive
Communications
Innovation & Research
Investment Review
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Communications Committee
committed to open and transparent
communication between RTO 12 and
regional partners / stakeholders.
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Innovation & Research
Committee
Identify incremental research projects that help accomplish RTO 12 goals.
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Investment Review Committee
Provides a link between tourism partners/stakeholders and RTO 12. Evaluate projects that fit with RTO 12 regional priorities.
– Quick implementation. Demonstrate measurable payback in < 2 years;
– Project fills an identified gap. Does not duplicate;
– Project should be rolled out to benefit the whole region;
– Leverage support. Investment from other partners.
Projects of interest are presented to the Board for further discussion
www.rto12.ca
2010 / 2011 Projects
Social Media
Branding
Research
Attraction Coordination
Training and Education
Mapping
Online Reservation Service
Destination Development Plan
Georgian Bay Coastal Route Sign
www.rto12.ca
Muskoka - Georgian Bay Country -
Algonquin Park - Almaguin Highlands
South Algonquin Twnship
Questions?
For further information please visit
www.rto12.ca
or
e-mail: [email protected]
www.rto12.ca