Bejeweled attractions spur visitor increase.

• Author: Krasuski, Marek
• Position: SPECIAL REPORT: SUDBURY

The City of Greater Sudbury's manager of tourism, programs and partnerships, Robert Skelly, has seen tourist revenues to the region increase, largely through the participation of industry partners and long range planning.

Science North, Sudbury's bejeweled tourist attraction, benefited from an eight per cent surge in visits, reflecting a trend of increasing tourist revenues to the region.

Years of planning and sustained development are reaping substantial benefits for Sudbury's burgeoning tourist industry. A steady increase in visits to Canada's nickel capital continues unabated, due in large measure to long term planning and a more unified approach among industry players.

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Occupancy rates in hotels and increasing attendance at major regional tourist attractions are key indicators that measure a tourist industry growing in tandem with other economic sectors.

"We are excited about the growth in the tourist industry and the economy in general," said Robert Skelly. He attributes much of the city's growth in tourism to the Sudbury Tourism Partnership, a cooperative body of private and public sector participants that pooled their resources to develop an overarching tourist initiative.

During its initial, embryonic stage, only six partners were involved; the city, Science North and four area hotels. In five years it has blossomed to 60 partners who collectively bring to the table an annual marketing budget of $500,000 distributed among a variety of programs to attract visitors to the region. Newspaper advertising, provincial publications, television commercials and the city's website are principal tools that have attracted 1.5 million visitors and an estimated 186 million dollars in revenues, according to information provided by the Statistic Canada Travel Survey.

Many local establishments are reaping the benefits.

"Business has been fantastic due to a healthier economy," explained Mary Hicks Ulrich, sales director for the Radisson Hotel. This year's hotel occupancy rate rose by 3.6 per cent, but some, like the Radisson, have enjoyed significant increases.

"Our sales are up about 15 per cent across the board compared to 2005 figures," said Radisson's assistant general manager, Jason Fairey, who describes the 70 per cent occupancy rate as "excellent."

Sudbury's Howard Johnson Hotel also enjoyed a substantial 67 per cent occupancy rate, an increase from 2005 figures, that general manager, Mike Skuce, attributes to a brighter...