Two small letters had a big impact at this year's Manitoba Tourism Conference, September 10 and 11 at the Radisson Downtown Winnipeg. With a focus on the Canadian Tourism Commission's unique segmentation tool - Explorer Quotient, or EQ - delegates learned why this tool was created, how another province has put it to work and how they can make it work for them. Using your values and beliefs, your EQ type outlines how you like to travel, what kinds of activities you like to do when you travel, and why those activities appeal to you.
The resonating message from the keynote speaker at this year's tourism conference, Greg Klassen, Senior Vice-President of Marketing Strategy and Communications with the Canadian Tourism Commission (CTC), was that the Canadian tourism industry needs to work together to take advantage of the great potential that exists for tourism in this country. See Greg's presentation on leveraging Canada's tourism competitive advantage.
Kim Matthews, Director of Marketing for New Brunswick Tourism shared her province's successes and challenges in implementing EQ.