Plan the expansion of the Homarus Ecocentre

Open to the public since 2013, the Homarus Ecocentre is an interpretive center that offers an interactive experience allowing the discovery of lobster and the marine ecosystems of Shediac Bay in New Brunswick. It is also a scientific research center whose mission is to ensure the sustainability of the lobster resource and fishery in the Maritimes. In short, its raison d'être is fundamentally linked to sustainable development.

In 2020, the center and its main partners were ready to move forward with the construction of a new building in order to make the modest center a major tourist attraction. However, solid planning was required to succeed in a highly competitive environment.

An analysis of the internal and external environment of the Homarus Center was first carried out in order to serve as a basis for the strategic thinking process. This analysis includes the following:

- A comparative analysis of the main competitors as well as a benchmark of inspiring establishments
- An analysis of trends in museum, learning, cultural, experiential, sustainable tourism, etc.
- Personas sheets presenting the various potential customers
- An analysis of strengths, weaknesses, opportunities, threats.

Subsequently, a co-creation workshop involving the various stakeholders of the organization made it possible to identify the strategic actions to be taken.

The process concluded with the development of a strategic plan to take advantage of the growing interest in learning tourism and other promising trends identified. This includes four pillars of intervention, the objectives pursued, the strategic actions to be prioritized and the measurement tools to be used. The strategy is accompanied by an evolving implementation plan, to be used as a tool for implementing the initiatives identified.

The new center opened in summer 2022 and incorporated multiple ecological choices into its construction. A great example of sustainable tourism at an attraction.