Tourism Workshop Helps Industry

The man behind Australia's famous "shrimp on the barbie" tourism branding campaign is helping Nova Scotia communities make themselves more attractive to tourists.

Bill Baker has more than 30 years experience in branding tourism destinations. He is delivering a workshop in Halifax today, April 25, for Nova Scotians involved in the tourism industry, on creating experiences visitors want, and branding them successfully.

"We're pleased to have a world renowned tourism professional with so much expertise helping Nova Scotia's tourism industry," said Len Goucher, Minister of Tourism, Culture and Heritage. "This workshop will help us deliver on our promise of unique, authentic experiences that visitors are looking for, and supports our strategy in the new tourism plan to build our tourism brand through these core experiences."

Tourism destination areas are geographic regions offering a range of experiences and services for tourists, such as the Cabot Trail in Cape Breton, the Parrsboro and Fundy area, and the Bluenose coast from Peggys Cove to Lunenburg. In Nova Scotia, many partners are working together to develop these areas, including tourism operators, communities, and regional tourism and development organizations. The department is helping with workbooks and presentations to guide the development process.

During his workshop, Mr. Baker is walking more than 100 participants through a workbook on his seven-step process to brand areas, ensuring that promises of wonderful experiences made in advertising are met when tourists arrive. He also dispels myths about branding and offers many rules of thumb and checklists on the subject.

"Tourism operators and communities play a large role in creating experiences for visitors," said Judy Saunders, general manager of the Old Orchard Inn in Greenwich, Kings Co. "As a private operator, this workshop is giving me a concise process to help me further my staff's understanding that we must always keep our promise of a quality accommodation experience for our guests."

Mr. Baker's workshop is part of the fifth Product Development Day hosted by the department and the Nova Scotia Tourism Partnership Council. The annual event is an opportunity for tourism operators and others to learn more skills to boost businesses and the industry.