Now is the time for tourist operators to do some niche marketing.
So says Brad Griffin of the Ipsos Reid marketing research firm.
Griffin suggests the ethnic travel market in Ontario is growing and there’s no reason why Grey-Bruce-Simcoe-Huron, shouldn’t be a part of it.
He says the issue is to advertise to the wants and needs of the market, particularly from Southeast Asia and China.
Griffin says we advertise our great outdoors and the things you can do like camping, observing wildlife and so on.
But he says the Asians and Chinese are fearful of the outdoors, fear of the unknown, fear of the wildlife and fear of being not well equipped.
Griffin says these issues need to be addressed to attract this type of tourist.
Ipsos Reid has found, there are different mind-sets for the ethnic tourist.
Southeast Asians tend to like an area that has family activities with lots of parks to visit.
He says they don’t like to spend a lot of money.
On the other hand Chinese tourists are looking for a de-stress element so they can break away from the mundane of everyday life.
Griffin urges tourism associations to address the emotive reaction to our country from the Far East tourists.
He says we need to let them know we’re accessible; the area is safe and we have the amenities.
He says their surveys have shown that some thing if they venture too far from the urban area, they’ll end up in an area that doesn’t have plumbing or toilets or other such amenities.
Griffin was speaking to delegates at the 11th annual Grey Bruce and Owen Sound Fall Tourism Conference, held at the CAW Family Education Centre in Port Elgin.
