Gordon Orr, Chief Executive Officer, presented the 2022/2023 Official Visitors Guide. He explained that Tourism Windsor-Essex Pelee Island is committed to enhancing the economy and quality of life through supporting industry development and individual operators, actively facilitating partner engagement, and effectively marketing our destination.
Mr. Orr explained the path to reopening has grown through social media as the website traffic increased by 18% since 2021, the digital services has seen gains in referral revenue and although the hotel occupancy remained static at 40% the average room rate increased by approximately $17 per room. He highlighted the new social media campaign that was introduced to have local individuals identify areas they like to visit, and the 2022 Destination Developing Marketing Plan addresses the areas of focus for food and drinks, arts and culture, outdoor adventure and entertainment.
Lynnette Bain, Vice President, outlined the new guides/activities including the vanished villages trail, the LGTB market audit lead by the Canadian Gay and Lesbian Chamber of Commerce, the Birding Guide, the Windsor-Essex Fishing Guide, the Paddling Guide, the Barrels, Bottles and Brews digital flight log and the Epic Wine Tasting Pass. She stated that the 2022 money and resources will be invested into marketing intelligence on visitors to obtain relevant date.
Jason Toner, Director of Marketing and Communications Tourism, explained the U.S. Drive Campaign partnership that encourages travel to Ontario and Designation Ontario which focuses on outdoor adventure, food and drinks to reach inbound travel from the province. He explained that the 2022-2023 Visitors Guide is back to a visitor's guide rather than a staycation guide and that the Ontario Staycation Tax Credit allows for any resident of Ontario to claim $200 per person and up to $400 per household in 2022.
Mr. Orr stated that the Annual General Meeting will be held June 16, 2022 at the Canadian Transportation Museum and Heritage Village.