This workshop, designed for small and medium-sized tourism enterprises, explores how you can identify key customer segments in order to better align your product ‘offering’ and marketing message to meet your customers’ needs, ultimately improving profitability.

Presenter Mary Mahon Jones is well positioned to present this topic. As the former CEO of British Columbia’s tourism industry association, she understands tourism at a number of strategic levels, from a broad understanding of the critical issues that affect the industry, to a more applied understanding of the needs of SMEs that deliver the tourism experience.

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