Tourism and Parks

New tourism product direction unveiled (09/04/30)

NB 579

April 30, 2009

FREDERICTON (CNB) - Tourism operators from across New Brunswick gathered in Fredericton yesterday to learn about the new provincial tourism product direction, Inner Journeys.


"Today's travellers are sophisticated and are demanding that their vacation experiences be new and exciting adventures that are personally fulfilling," said Tourism and Parks Minister Stuart Jamieson. "Renewing our product to focus on experiential travel provides our visitors with a memorable vacation that is hands-on and authentic to New Brunswick."

Presenters from Science East and Olivier Soapery demonstrated the principles of experiential travel, and they shared the stories and best practices that have helped them successfully transform their product.

"We are in a shift from selling products to selling experiences," said Michele McKenzie, president and chief executive officer of the Canadian Tourism Commission. "I am excited to see how New Brunswick's tourism industry is adapting to meet changing visitors' interests."

Based on personal enrichment and well-being, Inner Journeys consists of an experience collection focused on:

"We need to differentiate ourselves by presenting experiences that match our customers' passions," said Joanne Bérubé-Gagné, president of the Tourism Industry Association of New Brunswick. "Today's travellers are increasingly sophisticated and have varied interests. The only way to meet their high expectations is by working together, leaders, operators, partners and stakeholders, from every level."

The product direction was developed in consultation with industry stakeholders. Inner Journeys will be in place for the 2010 tourist season, and it will be reflected throughout the tourism marketing efforts.


EDITOR'S NOTE: A web link, which will include streamed video of the presentations, will be available at MEDIA CONTACT: Alison Aiton, communications, Department of Tourism and Parks, 506-444-4454.