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Leisu re Tou rism : Objectives <br />Measurable Objectives <br />The following olrjectives should be reviewed and revised yearly to adjr:st for marhet conditions, <br />furtding, staffing and otlrer variables.g <br />2020 <br />202r <br />2022 <br />2023 <br />2A24 <br />15% over <br />2019 baseline <br />in months of <br />May, July and <br />Sept. <br />15% increase <br />over 201.9 <br />baseline for <br />-Reach <br />-Engagement <br />-Followers <br />Track <br />appropriate <br />analytics for <br />platform and <br />establish <br />baseline: <br />-lmpressions <br />-CIR/# Clicks <br />-CPC or CPM <br />-Completion <br />rate (of video <br />or audio) <br />Goal based <br />on budget <br />growth. At <br />least 10% <br />increase over <br />2A20 <br />5% increase <br />over 2021 <br />10% increase <br />over 2022 <br />5% increase <br />over 2023 <br />Conduct <br />baseline <br />survey. Set <br />goals for <br />t'recommend <br />to a friend" <br />No survey <br />2% increase <br />over 2020 <br />No survey <br />2% increase <br />over 2022 <br />Grow hotel <br />bookings as <br />measured by <br />an increase in <br />occupancy <br />rates on the <br />STR Report <br />Goal:ZVo <br />increase over <br />20t9 <br />Goal:3% <br />increase <br />over 2020 <br />Goal:3% <br />increase <br />Over 2021 <br />Goal:3% <br />increase <br />Over2A22 <br />Gaal:3% <br />increase <br />Over2A73 <br />Establish <br />baseline and <br />goals for <br />retail using <br />Dean Runvan <br />or equivalent <br />report.+ <br />fBD% <br />increase over <br />2020. <br />TBD% <br />increase over <br />202L. <br />TBD% <br />increase over <br />2022. <br />TBD% <br />increase over, 2023. <br />10% increase <br />over 2020. <br />5% increase <br />over 2021 <br />10% increase <br />over 2422 <br />57o increase <br />over 2023 <br />t0% increase <br />over 2020 <br />10% increase <br />over 2021 <br />10% increase <br />over 2022 <br />10% increase <br />auer 2023 <br />City of tllerrsburg <br />Five-ye.ri Tourism Straiegic Plan <br />Social <br />Media <br />Digital <br />Advertising <br />Visitor <br />Survey <br />Website 6ookings Sales <br />2019 76