Don't pack your bags yet...

Kingston, Ontario is a city that is very much dependent on tourism. With record high fuel prices and the strength of the Canadian dollar, many residents and businesses might be worried about how these global changes will affect our local tourism industry. Despite a report released last month (http://www.tiac-aitc.ca/english/documents/MediaReleaseJuneCompetitivenessReport.pdf) by the Tourism Industry Association of Canada warning that the country's tourism industry is on the brink of an "unprecedented decline", some of Kingston's largest tourist attraction operators are optimistic the city will dodge the forecasted tourism crisis.

Patricia Macdonald, CEO and general manager of the St. Lawrence Parks Commission (the provincial agency that runs Fort Henry), believes that, "Kingston is on the cusp of opportunity." With help from the city's link to the Rideau Canal UNESCO world heritage site designation and proximity to large urban centres, reports from both the operators of Fort Henry and Kingston 1000 Islands Cruises say they are well positioned for the 2008 season. I agree with Macdonald and believe the combination of these developments, coupled with the recent completion of the K-Rock Centre and Invista Centre (west-end multiplex), are helping put Kingston on the map and strengthening the 'destination' component of travel, making Kingston more attractive to tourists.

However, Ken Wong, Marketing Professor at the Queen's School of Business, suggests that these factors are not enough. "These days, it's not enough to rely upon a destination. You've got to start packaging all of your attractions and creating what's considered a customer experience." Wong and Macdonald believe that the local tourism industry must work to make Kingston a more compelling place to visit. A recent example of this can be seen in the lineup of special events scheduled for this summer at Fort Henry, including Prince Edward's recent visit last month.

At the Entrepreneurship Centre, our business consultant often comment on Kingston's tourism industry as being an advantage to local entrepreneurs and small businesses. Kingston is a city that is very much dependent on tourism, and it is believed that the typical visitor to Kingston has changed from an overnight traveler to a day-tripper. Regardless of whether this is good or bad for your business, what is more important to determine is how you can make this change a business opportunity for yourself. Being aware of trends and changes in your target market, and finding a way to incorporate tourists into your business idea will help increase your chances for success (especially in the summer!). For example, what are the transportation arrangements to and from Kingston’s popular tourist activities, like Fort Henry and the Rideau Canal? What childcare options are available for parents who want to enjoy an evening at the Grand, or on the 1,000 Islands Cruise Ship? Can tourists rent a bike or canoe to go exploring for the afternoon? Are hotels offering feature packages to out of town guests? If no - why not? If yes - how can you be included?

As either a start-up entrepreneur or existing small business, use Kingston’s destination strength to your advantage and create an experience with your business that is unique to both you and your city and you will see the benefits now and in the future.

Information in this review was based on The Kingston Whig-Standard Article, 'On the Cusp of Opportunity'. Posted last month. Link: http://www.thewhig.com/ArticleDisplay.aspx?e=1060101&auth=BY+FRANK+ARMSTRONG+WHIG-STANDARD+BUSINESS+REPORTER