Educational Sessions 

Monday, November 28th
  
Keynote Presentation - James Bradley - Celebrated Author
Time:     9:30am-10:45am

Presented by Pacrim Hospitality Services Inc and Intergy

James Bradley is the celebrated author of #1 New York Times best-seller Flags of Our Fathers, later made into a critically-acclaimed film directed by Clint Eastwood. The book is the true story of the six men, including Bradley's father, who raised the flag in 1945 on Iwo Jima, an image made iconic in the most reproduced photograph in history. A runaway success, Flags of Our Fathers exemplifies the power of doing the impossible and the achievement of incredible goals. 

James Bradley will draw upon his vast research into the Pacific War and address the mindset it takes to achieve success - both in combat and in life. Bradley cites examples of challenges that experts deemed "impossible" and dramatically illustrates how ordinary people did the impossible by thinking outside the box. He explores not only how victory was achieved, but also what the victory cost. Bradley's thrilling presentation will challenge delegates to understand and remember the example that earlier generations have set, and to move beyond the "impossibilities" in our own lives. 

Social Media 101 with Revolve
Speaker:  Phil Otto & Yazeed Sobaih

Presentation - Social Media 101

Time:      11:45am-1:00pm Join Revolve’s Chief Brand Strategist Phil Otto and Social Media Strategist Yazeed Sobaih to find out the difference between digital marketing and social media. Phil and Yazeed will give enough of a high level snapshot of Facebook, Twitter, YouTube and blogging to help you decide if your business should engage in social media. But not so much information that your brain will hurt. Revolve’s presentations are always engaging, straight forward, and a little bit entertaining.

Building Place:  Planning and Developing a Creative Cultural Destination
Speaker: Laurel Reid, Ph.D. - Bonavista Institute for Cultural Tourism
Time:     11:45am-1:00pm 

Presentation - Building Place Part One and Part Two

Heritage Tourism Enthusiasts are a growing market segment - Do you have what they are looking for? What does it take to be a Creative Cultural Destination? This session will explore how to creatively express your destination’s culture. Creativity builds on a solid sense of place which includes preserving and restoring built heritage, oral histories, music, art, cultural landscapes and living culture. Through a destination lens, this session will assist tourism operators and stakeholders how to identify, strengthen and capitalize on the cultural tourism products in their respective regions.

People, Planet, Profit: How to benefit from the triple bottom line of sustainability.
Speaker: Rauni Kew, Inn by the Sea - Cape Elizabeth, Maine, USA
Time:     11:45am-1:00pm

Presentation - People, Planet Profit Part One, Part Two, Part Three and Part Four

Recently travel media have showcased accommodations for their sustainability initiatives. How do these establishments attract such a buzz? Why are more visitors choosing these accommodations? How can you tap into this potential for increased profits? This session will take you on a tour of best practices in sustainable tourism in New England. You will explore the green initiatives of Inn by the Sea in Cape Elizabeth, Maine, recognized as a leader in greening of the hospitality industry. You’ll learn the essential elements visitors now look for in green accommodations and businesses, and how to work towards Leadership in Energy and Environmental Design (LEED) certification without compromising style, comfort, quality or profit. To be truly sustainable, a tourism business needs to address people, planet and profit. Inn by the Sea embraces all things local through creative programs and partnerships with other hospitality businesses, the local community, regional economy and local charities. With extensive experience in marketing and public relations, presenter Ms. Rauni Kew, Public Relations Manager with Inn by the Sea will show you how to promote sustainability with fun, engaging initiatives that incite media attention and push tourism profits - and create important community relationships.

Secrets of Successful Exhibiting
Speaker: Neil Daigle, Skyline Atlantic
Time:      11:45am-1:00pm

Join Neil Daigle of Skyline Atlantic as he shares the secrets of effective trade show exhibiting for tourism businesses. You’ll learn effective tips on how to select the best shows to invest in and techniques to help you sell your product. You’ll also discover how to ensure your preparation and post show follow up transforms prospects into customers and identify methods to brand your business image at every marketing event! Attend this session and uncover your selling potential.

Tourism Student Session
Speakers: Darrell Schuurman - President, Travel Gay Canada & Lynn Ledwidge - Director of Marketing, Destination Halifax
Time:     11:45am-1:00pm

Minister's Address
Honourable Percy Paris, Minister of Economic and Rural Development and Tourism
Time:       2:15pm-2:30pm

Video Presentation - Minister's Address

The Future of Tourism in Nova Scotia
Location:  Room 200 - WTCC
Time:        2:30pm-4:15pm

Video Presentation - The Future of Tourism

Presented by: Tom Ruth, Interim Chair of the Nova Scotia Tourism Agency and President and CEO of the Halifax International Airport Authority

Join Tom Ruth and members of the interim board of the Nova Scotia Tourism Agency to find out more about how government and industry are collaborating to create a long-term provincial tourism strategy. Don't miss this opportunity to learn how you can be involved in the development and implementation of the strategy, and help Nova Scotia reach its fullest potential in this globally competitive market. Upcoming plans for an industry wide consultation as well as themes for change will be discussed. There will be an opportunity to ask questions and provide input during a facilitated consultation at the end of the session.

Keynote Presentation - Derek Edwards - Award winning Comedian
Time: 4:30pm-5:30pm

Join us for an amazing end to a full day of conference sessions.
Canadian everyman Derek Edwards has taken everyday subjects and spun yarns that have left audiences in stitches for over a decade in his acclaimed career. Based on his Timmins, Ontario rural roots, his backwoods humour is delivered with a polished style and impeccable timing. Identifying himself with the ordinary working guy, he creates enchanting tales based on everyday subjects and delivers them with polished style and impeccable timing. For those of us in the tourism industry, Derek will entertain us with some of his experiences and thoughts about what it is we do.    Join Derek Edwards as he makes the ordinary extraordinary.     

Tuesday, November 28th 

National Panel Presentation
Speaker: David Goldstein, President and CEO - Tourism Industry Association of Nova Scotia
             Wendy Swedlove, President - Canadian Tourism Human Resource Council
             Anthony Pollard, President - Hotel Association of Canada
Time:      7:45am-9:15am

Presentation by Anthony Pollard, President of the Hotel Association of Canada

Show me the Money!-  Generating Revenue from Social Media
Speaker: Ross Simmonds, Colour
Time:      9:30am-10:45am

If you’re responsible for managing a marketing budget these days, it’s more important than ever to know what you’re getting out of it. Too often are businesses ignoring excellent opportunities that exist in our digital world and are stuck tweeting for the sake of tweeting. It’s time to put your measurement behind your investment and start generating revenue from your social media investment. This session will highlight quick and easy wins that will allow your business to start seeing measurable results while highlighting some great examples of local and national businesses using social media effectively! Join Ross Simmonds, Digital Specialist with Colour and learn how you can compete with the big boys.

Our Visitors Revealed: Insights from the 2010 NS Visitor Exit Survey
Speakers: Lee Ann Crouse and Karen McNutt, Senior Reseearch Analysts
              Nova Scotia Department of Economic and Rural Development and Tourism
Time:       9:30am-10:45am

Presentation - Online Visitors Revealed Part One (5MB) and Part Two (4MB)

Go beyond the basics with the Tourism Research Team as they dig deep into the Visitor Exit Survey. New activity and trip motivation based segments, psychographic clusters, and other dimensions such as visitor yield will be presented.

Succession and Financial Planning for Your Business
Speaker: Brian Wood CFP, FMA, BMO Financial Group
Time:      9:30am-10:45am
 
Succession planning is about finding the right strategy for handing over or selling your business to someone else, whether it be staff, family, friend or entrepreneur, and being prepared for all that transfer entails.  Join Brian Wood, Investment Sales Manager for the BMO Financial Group and learn how to successfully deal with succession planning issues, dealing with the business when its time to retire and strategies for selling a business.  In addition, whatever stage your business is at, financing is still one of the most challenging questions for which small business owners have to find an answer. It is very important to learn about existing funding programs you may qualify for depending on your purpose of financing, learn what you need to do to secure financing for your business. 

ACTP Presentation
Speaker: Dave Bryanton
Time:     9:30am-10:45am

Presentation - ACTP Part One and Part Two

The Atlantic Canada Tourism Partnership (ACTP) is a three-year, $19.95 million international marketing partnership comprised of the Atlantic Canada Opportunities Agency, the four provincial departments responsible for tourism and the four provincial tourism industry associations. This research-driven partnership is dedicated to promoting Atlantic Canada as a leading vacation destination in key American and European markets.  This session will discuss ACTP’s approach to identifying and selecting geographic markets; its approach to market segmentation; the key findings from ACTP’s travel trade and consumer research; and the integration of this research into ACTP’s marketing strategies.

Are You Open for New Business?
Speakers: Darrell Schuurman - President, Travel Gay Canada and Wanda Harbin - Training Officer, Marine Atlantic
Time:       9:30am-110:45am

Presentation by Darrell Schuurman, Travel Gay Canada (3MB)

With the increasing diversity of the global tourism traveller, understanding and attracting relevant niche markets has never been more important.  This session will offer insight into two growing niche markets for tourism in Nova Scotia.  Darrell Shuurman, President of Travel Gay Canada will provide insight into the LGBT market while Wanda Harbin of Marine Atlantic will share ideas on how to better position your product to ensure it is "truly accessible" for  the changing demographics of today’s consumer.  Find out the latest research into travel habits, motivators and expectations of these two diverse and developing niche markets.  You’ll learn what travelers in each respective market segment are looking for, what channels to use to effectively reach them and what steps might be needed to become market ready.
 

 The ROI of Quality
How Small and Mid size Operators Can Use Quality as a Competitive Advantage
Speaker: Linda Profaizer
Time:     11:30am-12:45pm

Today consumers are managing and planning their own travel like never before. Their expectations are higher and the benchmarks for quality continue to be raised. As we compete with new destinations every day, operators need to understand how a renewed focus on quality can greatly enhance the possibility of increasing their tourism revenue. Join Linda Profaizer as she walks small to medium size businesses through a variety of inexpensive ideas which can significantly influence the image of your business and the experience for your guests. Linda’s background in the RV industry has provided her with a wealth of knowledge in understanding how paying attention to the quality basics can boost your bottom line with happy customers and repeat visitation.

Signature Experiences Workshop
Speaker: Lesley Anderson, CTC
Time:     11:30am-12:45pm

Presentation CTC Part One (3MB) and Part Two (3MB)

Find out what makes customers tick and learn how to be more effective in your marketing. If you’re ready to put the customer at the centre of your marketing then you’re ready for the Explorer Quotient (EQ). Join us for a workshop to learn how to use EQ to position your product to appeal to target segments and how to apply these insights to your web/brochure marketing tactics! In addition, learn about how these powerful insights have led the CTC to create an inventory of Signature Experiences that appeal to the CTC’s target, high-yield international travellers and enhance Canada’s competitiveness in the global marketplace.

The Future is Rosy – through shades of “Green”
Speaker: Carl Duivenvoorden, GMIST Facilitator
Time:     11:30am-12:45pm

It is no longer just a nice thing to do! Even during these tough economic times tourism companies need to be genuinely concerned about the impact that their businesses have on the environment. Travellers are becoming ever more astute about their destination choices and have increased their interest in sustainability and choosing companies that are on the cutting edge of providing “green” efforts. “Green” was once seen as being niche but has now become the standard most travellers look for. The Gros Morne Institute for Sustainable Tourism (GMIST) will share with you some of the top practices in the “Greening” your business field and tell you how you can not only save money for your own business but exceed the expectations of your customer. Join GMIST facilitator Carl Duivenvoorden as he shares his knowledge and passion with you for creating opportunities for your business while saving the planet!

Nova Scotia Tourism's 2011 Highlights and 2012 Opportunities
Time: 11:30am -12:45pm

Video Presneation - Please Click Here

Presented by: Danny Bartlett, Interim Board member of the Nova Scotia Tourism Agency and Chair of the 2012 Tourism Plan Committee along with Kristi Wenaus, Director of Sales & Marketing, Tourism Division, Bob Book, Director of Development, Tourism Division and Stephen Coyle, Manager of Research, Tourism Division.

Join members of the tourism team and the interim board of the Nova Scotia Tourism Agency to see how Nova Scotia tourism industry performed in 2011. We'll also preview and discuss our 2012 Tourism Partnerships and Programs to help you develop and market your products and experiences. 

Keynote Presentation - Doug Lansky - Lost in Translation
Time:   2:30pm-3:30pm

Presented by the Hotel Association of Nova Scotia

Doug Lansky is an adventurer, award-winning travel writer, National Geographic and Huffington Post contributor and a world-travel expert who has written books for both Lonely Planet and Rough Guides.  Join us as he brings us along on a global odyssey taking us on an entertaining and insightful look at what happens when national and international tourism marketing goes wrong and how to prevent it.   Doug will show us what happens when there is disconnect between the brochure and the actual experience.  Join Doug as he provides a powerful takeaway message that illustrates not just the importance of brand protection, but how to do it effectively.