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      • 1 Executive Summary
      • 2 Background and Context
      • 3 Strategic Approach
      • 4 Strategic Priorities and Actions
      • 5 Appendices
        • Appendix A – The Musquodoboit Harbour-Sherbrooke STEP Working Group
        • Appendix B – SWOT Analysis
        • Appendix C – Tourism Nova Scotia Visitor Statistics
        • Appendix D – Timeline of STEP Working Group Activities
        • Appendix E – Community Consultation #1 Inputs
        • Appendix F – Wild Atlantic Way Positioning/Brand Best Practice
        • Appendix G – The Tourism Nova Scotia Toolbox
        • Appendix H – Brand Creative Brief
        • Appendix I – Reference Documents Reviewed
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You are here: Home / STEP Strategic Plan

STEP Strategic Plan

Table of contents

  • 1 Executive Summary
  • 2 Background and Context
  • 3 Strategic Approach
  • 4 Strategic Priorities and Actions
  • 5 Appendices

1 Executive Summary

  • The Four Strategic Priorities
  • The Eight Guiding Principles

2 Background and Context

  • 2.1 Introduction
  • 2.2 Map of the STEP Project Area
  • 2.3 Musquodoboit Harbour-Sherbrooke STEP Project Goal and Opportunity
    • 2.3.1 An Ecologically-Driven Brand Opportunity
    • 2.3.2 Thematic and Brand Directions
  • 2.4 Tools of Tourism Product/Experiential Development
    • 2.4.1 The Tourism Market Readiness Continuum
    • 2.4.2 The Travel Demand Generator Model
    • 2.4.3 Product Development Types
    • 2.4.4 Design Excellence
    • 2.4.5 The 12 Essentials of Successful Travel Products
    • 2.4.6 Total Brand Ownership
  • 2.5 Understanding the travel customer

3 Strategic Approach

  • 3.1 The 2015-16 STEP Initiative
    • 3.1.1 STEP Working Group Tourism Mission
    • 3.1.2 Partnership Strategic Alignment
    • 3.1.3 Research and Related Activities
    • 3.1.4 Community Involvement
  • 3.2 Moving the STEP Initiative Forward
    • 3.2.1 Leadership
    • 3.2.2 Funding
    • 3.2.3 Guiding Principles
    • 3.2.4 Tourism Vision
    • 3.2.5 Tourism Positioning
    • 3.2.6 Unique Selling Proposition (USP)

4 Strategic Priorities and Actions

  • 4.1 The Four Strategic Priorities
  • 4.2 Strategic Priorities and Outcomes
    • 4.2.1 Priority 1: Capitalize on the Nature-based Opportunity
    • 4.2.2 Priority 2: Build Success through Engagement
    • 4.2.3 Priority 3: Advance Experiential Tourism Development
    • 4.2.4 Priority 4: Enrich Quality of Life

5 Appendices

  • 5.1 Appendix A – The Musquodoboit Harbour-Sherbrooke STEP Working Group
  • 5.2 Appendix B – SWOT Analysis
  • 5.3 Appendix C – Tourism Nova Scotia Visitor Statistics
  • 5.4 Appendix D – Timeline of STEP Working Group Activities
  • 5.5 Appendix E – Community Consultation #1 Inputs
  • 5.6 Appendix F – Wild Atlantic Way Positioning/Brand Best Practice
  • 5.7 Appendix G – The Tourism Nova Scotia Toolbox
  • 5.8 Appendix H – Brand Creative Brief
  • 5.9 Appendix I – Reference Documents Reviewed

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