‘GRAVENHUURST TOURISM’ PACKAGES WILL LET TRAVELLERS EXPLORE, ‘EXPERIENCE’ GATEWAY TO MUSKOKA ALL-INCLUSIVE
Mark Clairmont | MuskokaTODAY.com
GRAVENHURST — A top-three ranking is no longer enough of a Waze to welcome visitors to the Gateway to Muskoka.
Self-guided tours once the preserve of timeless, leisure-seeking tourists are apparently behind the times for some adventurous travellers.
So an ambitious — possibly prosperous — plan to provide all-inclusive holiday ventures by booking ahead has “excited” local tourism, hoteliers, restaurateurs, retail operators and business people anxious to get on board when it was presented to them last week.
In a Taboo Resort hotel conference room overlooking Muskoka Lake (their Boathouse was pre-booked) James Murphy of Explorers’ Edge laid out the concept for an “Experience-Led Tourism Partnership” with the Gravenhurst Chamber of Commerce and the town’s still new Gravenhurst Tourism.
It’s a $45,000 joint initiative to promote and learn more about customer search behaviour online and through exit surveys, with the Well Known PR firm in Huntsville “creeping” to find and provide data.
Social media information was the No. 1 request for how to bring business.
Murphy said travel packages are what overseas explorers want going abroad and coming to Canada.
“That’s the European experience.”
Luring vacationers far and away — at any distance, even closer to home — can be better achieved with accommodation, meals and activities pre-booked.
For a preferred, fixed bargain price.
That’s why almost 50 enthused entrepreneurial representatives on hand endorsed the idea.
Murphy said the three partners are looking to put together three more packages — after previously attempting two un-promoted others last fall, which were only nominally taken up with four purchasers in Gravenhurst of a ‘Heritages and Festivals Tour;’ and a ‘Flavours and Savours Tour.’
Like those test-goes, their latest attempt is a “pilot” for other planned package, accommodation and event tours across Muskoka’s six communities, he said.
This program is TICO-registered (Travel Industry Council of Ontario). TICO is a government-mandated, not-for-profit organization that regulates all travel agencies, websites and tour operators.
After being licensed with travel agency status this makes Explorers’ Edge a now a registered travel agency. And supported by operator agreements that protect guests and operators, while keeping net rates confidential. Operators provide their availability, offer, and confidential net rate, and Explorers’ Edge handles the pairing, guest booking, and communication so the operator simply invoices us.
Real-time survey feedback
Thursday’s two hour-long sales pitches allowed potential other partners to explore how Gravenhurst can increase visitor spending, support shoulder-season growth, and create new opportunities for collaboration.
Participants shared real-time feedback through Slido, using a QR code access to a series of survey questions that helped presenters identify what local businesses need most, where the greatest tourism opportunities exist, and how this partnership can best support the town’s visitor economy.
One questioned asked was: What should Gravenhurst should be known for?
Outdoor and water-based experiences dominate the community identity, which aligns well with Muskoka’s brand positioning and supports package themes centered on waterfront, boat cruise, paddling, and active outdoor experiences.
And the need for visitor data and insights was another key takeaway — the single strongest signal in the sessions.
Businesses ready now
After the meetings, Murphy told MuskokaTODAY.com: “There’s already buy-in from the business community and they’re already welcoming Explorer’s Edge RTO 12 (one of 13 provincial regional tourism organizations) within the business community of Gravenhurst.”
And most declared themselves ready now.
He said the “benefit to the tourism economy is not just marketing, just building awareness and being able to back sales.”
For example, you can pay one fee and get your dinner voucher, your museum voucher, your bike tour and your overnight accommodation all at one stop.
“That’s European experience,” Murphy said.
“It’s the Canadian experience, too.
The package that people want to come out of Toronto — they don’t just want a one-off.
For somebody from Mississauga or southern Ontario, I mean, Muskoka is the first thing.
“But somebody coming from further abroad would be more open to a package, because it’s going to only be their one time here. And they want to do as many things as possible while they’re here.
“We can put it all together.”
And “we want those travellers from further away because they spend more and stay longer, right? They’re higher value.”
Especially younger people, he said, who are 30 to 50 versus 50 to 70.
Murphy also suggested “Heated Rivalry” cottage craze and June’s Pride month were perfect opportunities to capitalize on joint ventures and partnerships for Muskoka’s business economy.
He said the feedback valuable in gathering and curating reviews and testimonials, which speak to each business’s strengths, and using these to reinforce the appeal and credibility of each trip package and the products or services featured.
FlixBus service announced for Muskoka
His presentation also included an end announcement about a new bus service for Muskoka.
The arrival of FlixBus service in Muskoka and Ontario’s Great Canadian Wilderness.
It will take passenger from Union Station in Toronto to Pearson Airport with stops in Muskoka and ending in North Bay for between $22 and $29 + tax.
See MuskokaTODAY.com story here.
Learn more about FlixBus service here: https://explorersedge.ca/flixbus/
For the full presentations and data see:
Gravenhurst Tourism Program Presentation Download
Gravenhurst_11_00am_Session_ReportDownload
Gravenhurst_10_30am_Session_ReportDownload
Business Confidence Index Survey
They also ask Gravenhurst businesses and tourism stakeholders to complete the Business Confidence Index survey to help them better understand the current business climate, operator needs, workforce pressures, visitor trends and areas where additional support may be required. Go to https://www.surveymonkey.com/r/2LGMMCX
Tour Operator Information Survey
And if your business is interested in being considered for future travel packages, book-able experiences, itineraries, or tourism partnership opportunities, complete the Tour Operator Information Survey. This survey helps Explorers’ Edge understand your business, your visitor experience, your capacity, your pricing structure, and how you may fit into future package development. See survey at: https://www.surveymonkey.com/r/ZD7Z9ZY
Tuesday Tourism Tip:
In partnership with the Gravenhurst Chamber of Commerce, Explorers’ Edge is sharing program information, partner opportunities with its ‘Tourism Tip Tuesday’ text notifications.
Text Gravenhurst to 705-300-8894 to receive them.
What happens next?
Explorers’ Edge and its partners will continue following up with interested businesses, developing digital asset kits and social media templates, supporting operator introductions, and moving toward the launch of initial Gravenhurst travel packages.
They say their work is about “building tourism with the community, not for the community.”
For further info: contact: Rachel Dawson, Explorers’ Edge at info@explorersedge.ca
Or go to their website explorersedge.ca
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