Strategic Tourism Expansion Program (STEP)
Introducing STEP- Colchester County and the Town of Truro will proactively facilitate Tourism Atlantic’s (ACOA) Strategic Tourism Expansion Program (STEP) process to create a Regional Strategic Tourism Plan for the region. The plan will address existing opportunities and challenges and lay the foundation for long-term initiatives to ensure responsible and sustainable success for the region’s communities, citizens, and tourism sector.
Fundamental to the success of the strategy development process will be to engage a broad base of individuals and organizations who will offer input, feedback and validation of the tourism plan's objectives, strategies, and tactics. All interested parties are encouraged to participate actively in the tourism strategy development process. To register for an engagement session, visit TCSTEP.eventbrite.com.
The STEP process utilizes assistance from an ACOA-certified tourism consultant who helps facilitate it. Richard Innes, from BRAIN TRUST, is our tourism consultant.
STEP 1 – Introduction to STEP
Richard Innes, our tourism consultant will have a regional site visit. Existing plans and previous regional marketing efforts will be reviewed, along with the Regional Marketing Levy Bylaws and annual revenue will be projected.
A regional working group, composed of industry stakeholders and municipal representatives will be formed and will begin development of tourism asset inventory.
STEP 2 – Setting the Stage
An Inventory of regional tourism assets will be compiled by our consultant, along with additional secondary research. Regional Working Group sessions and consultation to develop insights on regional gaps, target markets and audience, potential partnerships, and future funding opportunities will be explored.
STEP 3 - Destination Planning
Engagement sessions will be held to gather input from local stakeholders. Discussion items for the sessions will include:
- Visioning, idea generation, and priority setting (community led).
- Research and review of provincial and national best practices of the framework for the local tourism organization, or other entity.
- Analysis of organization staffing and reporting requirements.
- Strategic fund allocation and recommended actions with the regional working group (including a marketing and promotions plan, event attraction strategy, infrastructure investment objectives and operational expenses).
- Analysis of partnership opportunities and future funding opportunities.
- Evaluation of tourism assets, experiential tourism opportunities, traveller insights, community tourism goals.
- Additional stakeholder and working group consultation to develop the strategic vision for the Truro-Colchester region.
STEP 4 – Draft Sustainable Tourism Plan and Introduction to Capacity Building Sessions
The Sustainable Tourism Plan will be developed with a 3-5 year actionable plan to guide the efforts of the forthcoming tourism organization. The plan will also include strategic highest and best use of incoming levy funds and recommendations for training needs of our tourism industry leaders.
A Draft plan will be shared with the working committee to gather feedback
STEP 5 – Sustainable Tourism Plan Refinement and Launch Capacity Building Sessions
The regional working group will refine the Sustainable Tourism Plan, establish a timeline and schedule Capacity Building Sessions, based on the identified needs of stakeholders.
STEP 6 – Final Sustainable Tourism Plan Presentation and Capacity Building Session
The Sustainable Tourism Plan will be presented by the working committee for approval from all four Councils (Truro, Colchester, Stewiacke and Millbrook).
Capacity Building Sessions will provide educational resources for stakeholders and municipal partners to align with the outcomes of the plan and assist with the launch of the tourism organization.
STEP 7 – Follow-Up and Mentoring
Our consultant will follow up and provide guidance to the Tourism organization leadership team as needed.
About our consultant:
Richard Innes has a marketing background having worked for many years at some of the country's largest advertising agencies. As an experienced tourism industry strategist, Richard excels with working in multi-stakeholder environments and relishes opportunities to work with tourism owner-operators. As an accomplished facilitator, he can rally tourism stakeholders in collaborative dialogue that generates relevant and realistic business solutions contributing to visitor economy growth.
He is a Certified Trainer for the Atlantic Canada Opportunities Agency, which includes their STAR (Strategic Tourism for Areas and Regions), STEP (Strategic Tourism Expansion Program), and AMR (Accelerated Market Readiness) programs. In 2012 he was awarded the Queen Elizabeth II Jubilee Medal for contributions to Canada's tourism industry.
