Get ready for the recovery!

Last year, the tourism industry witnessed the birth of new practices or the rise of some that were already well established. How are businesses adapting to this reality in 2021? This analysis presents four trends and adaptation solutions to be ready to welcome visitors this year.

Flexibility: an asset for businesses in 2021

While the COVID-19 crisis has upset the plans of many travelers, they now expect more flexibility from tourism operators.

In 2020, tourism businesses proved to be agile and responsive to continuously adapt to health standards and government restrictions. You will have to continue to be flexible and post these new policies to succeed: cancellation and refund policies, changes to dates without fees, last-minute reservations, etc.

While the transport and accommodation sectors remain the most affected, all tourism operators must innovate to meet customer expectations. This is the case of the company Roads to Sea in New Brunswick, which has adapted its offer of guided tours to offer only private tours to a family bubble with a maximum of 10 people.

Technology and digital: an essential duo

New technologies and digital technology have made themselves indispensable in our industry. “Contactless” security, online shopping, virtual experiences, technology must be integrated more than ever throughout the visitor journey.

Technology at the service of safety

A figure that says a lot: according to a study by Booking.com, 67% of Canadian travelers think that technology will play a key role in controlling health risks during their stays. As security is at the heart of concerns, operators must adapt their practices by integrating technology (e.g. contactless payment, online menu). Using photos and videos to show visitors what to expect is also a great way to reassure them.

An essential online presence

The year 2020 demonstrated the importance of offering a transactional website and maintaining contact with its customers by offering innovative content on social networks. So, last summer, the restaurant L'Impreinte-Cuisine used social media to introduce the concept of interactive dishes by involving customers in menu design.

Virtual experiences on the agenda

Virtual tourism has become a major challenge for a tourism sector that has had to innovate to face the lockdown imposed by the COVID-19 pandemic. While it does not aim to replace real visits, it can nevertheless contribute to maintaining the link with customers and promote accessibility.

The cultural community, with its events and museum institutions, was particularly able to seize this opportunity. The Cavendish Beach Music Festival maximized its partnership with Bell, while offering itself national visibility, thanks to the broadcast of an evening of live concerts on the company's network.

On its website, the network Nova Scotia Museum lists online exhibitions, discovery activities to do at home and other multimedia content offered by the museums in the network.

Outdoor offers for everyone

Outdoor activities are highly appreciated and perceived as safer. Even if you do not initially work in the outdoor sector, it is possible to adapt your offer to meet this trend!

Museums, concerts, cinema: why not exhibit or perform outside? This is what the village of Memramcook in New Brunswick did by organizing a concert outside respecting all physical distance measures in place.

Outdoor concert in Memramcook with Laurie LeBlanc, Réveil and Cayouche in September 2020. Photos: Courtesy of the Société du Monument-Lefebvre

Other players have bet on partnerships to broaden their offer and diversify. In Ontario, summer theater 4th Line Theatre, had to cancel its regular programming for the 2020 season, but offered other outdoor activities: yoga, cinema, farmers' market, second-hand clothing sale, etc.

Towards sustainable tourism

It cannot be repeated enough, but 2020 seems to have marked a turning point for sustainable tourism. Buying local, supporting businesses that respect the environment, and reducing the carbon footprint are growing concerns of the population.

Faced with growing demand, businesses are adapting by displaying sustainable practices. Highlight your good actions: short circuit sourcing, circular economy, bulk packaging, responsible corporate culture, etc.!

Not sure where to start? Read the Touriscope article written for Experience Acadia” Pandemic and sustainable tourism: why and how to make your organization evolve in 5 steps ”.

Things are also changing among destination management organizations!

Tourism professionals have understood it well, the future of tourism will be sustainable. In recent years, environmental issues have been increasingly considered in the thinking of destinations. This year, Destination Occitanie has precisely focused its new strategic plan on sustainable tourism.

And you, what adaptation solutions have you put in place for visitors?

To go further on the subject, here is a selection of our articles:‍

3 strategies to raise awareness of your sustainable practices and offers
Travelers are adopting increasingly ecological behavior and are expecting similar changes from tourism businesses.

The climate is changing, and you?
Adoption of new business models, diversification of supply and support for innovation... so many inspiring strategies to deal with the new realities associated with climate change.

Article written in collaboration with Acadia experience.
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