developing a tourism plan with situation analysis

7/25/2019 Developing a Tourism Plan With Situation Analysis

1/33

Developing a Tourism Plan

Any community or sector that is taking a proactive approach to tourism needs to have a

plan. Depending on the size and sophistication of your community or sector, the tourism

plan may be just a few pages or, with supporting material, or a lengthier document.

However, even in the largest and most sophisticated community or sector, the core plan

should be clear, concise, and state a few key strategies that the community or sector

will undertake.

Before creating your tourism plan, be sure to check out the provincial ive!year "trategy

for #ourism in British $olumbia% &aining the 'dgeas a point of reference, as well as the

Destination B$ corporate strategy.

#he (lanning (rocess

A tourism plan serves as the embodiment of the overall vision and economic goals, and

provides a roadmap for the years ahead. A tourism plan should ideally encompass three

to )ve years and be *e+ible enough to take new, une+pected opportunities into

consideration during implementation.

ey (oints in the (lanning (rocess#hrough the planning process, think about measureable achievements and how they )t

into tourism development. (rioritize planned actions in a way that provides clarity,

generates discussion and achieves buy!in from stakeholders.

-. De)nes the business situation past, present and future

/. De)nes the tourism!related opportunities and problems facing the community or

sector

0. 'stablishes speci)c and realistic business objectives

1. De)nes strategies and tactics re2uired to accomplish the objectives

3. 'stablishes a timetable and pinpoints responsibility for e+ecution of programs
http://www.destinationbc.ca/getattachment/Resources/Developing-a-Tourism-Plan/What-s-Included-in-a-Tourism-Plan/MJTI_TourismStrategyReport_FNL.pdf.aspxhttp://strategy.destinationbc.ca/http://strategy.destinationbc.ca/http://www.destinationbc.ca/getattachment/Resources/Developing-a-Tourism-Plan/What-s-Included-in-a-Tourism-Plan/MJTI_TourismStrategyReport_FNL.pdf.aspx


2/33

4. 'stablishes control and review procedures to monitor e5ectiveness of programs

and performance against the de)ned objectives

#hink about the planning process as a cycle that is iterative and builds over time so that

as you gain more e+perience in how successful di5erent activities are, this learning can

be applied to the ne+t plan. #his means that the plan evolves each time.

#he "trategic (lanning $ycle#he strategic planning cycle typically takes place over a year. An updated plan is

prepared annually to incorporate learning from the past year6s activities to enhance

planning for the following year.

(rinciples of successful tourism development include%

Visitor Needs

B.$. businesses, communities and sectors must be responsive to the needs of their

visitors. #hey must understand visitor needs )rst, develop tourism e+periences to meet

those needs, and then market the tourism e+perience to the appropriate type of visitor.

Inclusiveness

#o address the issues and opportunities facing the tourism industry, consultation and

collaboration across all areas of the province and all levels of the industry is needed to

form the basis of a plan.

Efective Partnerships

#ourism is a fragmented industry and e5ective partnerships among tourism operators,

sectors, destination marketing organizations, educational institutions, and all levels of

government are essential to building a cohesive, strong and sustainable tourism

industry in British $olumbia.

Sustainability


3/33

#ourism in B.$. should be developed in a manner that recognizes the need for economic,

social, cultural and environmental sustainability.

Stakeholder Support

#o be successful, tourism development needs to be supported by the majority of

stakeholders including businesses, local government, and residents.

What a Tourism Plan DoesA formal planning process provides structure and rigour to decision!making and

culminates in the written tourism plan that is typically prepared or updated.

#he tourism plan gathers and distils the learning of the community or sector in one

document and charts a path to achieve business objectives. "peci)cally, the tourismplan answers the following 2uestions%

7hat are the current economic and tourism conditions8

7hat opportunities and problems are you facing8

7hat business objectives related to tourism do you e+pect to achieve8

7hat tourism products do you have that are of interest to visitors8

7hat do you need to do to make your tourism products of greater interest to

visitors8

7ho are your visitors8

7hy should they visit your community rather than another community8

How will you communicate your tourism products to potential visitors8

7ho will do what, when8

How are you going to measure your progress so you can learn from the

e+perience8

Structure o a Tourism PlanPrior to preparing the tourism plan! a thorough situation analysis should be

completed" The t#o main stages include$


4/33

The Situation %nalysisThe Tourism Plan

&omponents o a Situation %nalysis#he situation analysis is a factual document and analyzes the information you have

gathered in preparation for writing the tourism plan. #he situation analysis answers two

key 2uestions%

7hat are the current economic and tourism conditions8

7hat opportunities and problems are you facing8

#he situation analysis is an integral part of the tourism plan as it lays the foundation

and analyzes the available information to make informed decisions that are described in

the tourism plan. #he sections in the situation analysis may include the following%


5/33

$omponents of a #ourism (lan

#he tourism plan identi)es areas the community or sector will focus on to build its

tourism business and the steps it needs to take to achieve desired results. #he tourism

plan answers the key 2uestions%

'eading DescriptionIntroduction and

methodology Background on the community or sector and its intent

regarding tourism development and the process being

followed to develop the tourism plan.

Tourism product

and destination

analysis

Analysis of current and planned community or sector

tourism products, based on completed inventory.

9denti)cation of any infrastructure and policy issues.

:eview of general product development issues such as

human resources, residents6 views of tourism,

awareness of tourism among businesses, 2uality

issues, policy issues ;tenure etc.nce a plan is in place, implementing the strategies and tactics is the ne+t step. #his

section provides insights into funding options, sustainability practices and marketing

program information for businesses, communities and sectors.

Sustainable Tourism

A vibrant and attractive destination is critical to the success of British $olumbiaKs...

Tourism Industry Programs

Destination British $olumbia6s mandate is to support and promote the business of

tourism...

Tourism &hecklist

#he following Ltourism checklistL o5ers multiple ways your business, community or...
http://www.destinationbc.ca/Resources/Implementing-Your-Tourism-Plan/Sustainable-Tourism.aspxhttp://www.destinationbc.ca/Resources/Implementing-Your-Tourism-Plan/Tourism-Industry-Programs.aspxhttp://www.destinationbc.ca/Resources/Implementing-Your-Tourism-Plan/Tourism-Checklist.aspxhttp://www.destinationbc.ca/Resources/Implementing-Your-Tourism-Plan/Sustainable-Tourism.aspxhttp://www.destinationbc.ca/Resources/Implementing-Your-Tourism-Plan/Tourism-Industry-Programs.aspxhttp://www.destinationbc.ca/Resources/Implementing-Your-Tourism-Plan/Tourism-Checklist.aspxhttp://www.destinationbc.ca/Popups/Strategies-Examples.aspxhttp://www.destinationbc.ca/Popups/Target-Markets-Examples.aspx


9/33

"ustainable #ourism

A vibrant and attractive destination is critical to the success of British $olumbiaKs

tourism industry. #ravelers are attracted to our "uper, MaturalN environmentC however,

as visitation increases, so does the impact on our resources. or tourism to continue to

be successful in B.$., tourism businesses, communities and sectors need to incorporate

sustainable practises into their operations that recognize the importance of

environmental, economic, social and cultural values.

7hat is "ustainable #ourism8"ustainable tourism is not a niche form of tourism, but rather a way of doing business.

#here are many de)nitions of sustainable tourismC however, the mostly widely

recognized de)nitionis provided by #he Onited Mations 'nvironment (rogram and #he

7orld #ourism >rganization% @#ourism that takes full account of its current and future

economic, social and environmental impacts, addressing the needs of visitors, the

industry, the environment and host

7hat are the bene)ts of "ustainable #ourism8By adopting sustainable practises, businesses can%

Save (oney

:educe costs by taking steps to limit the amount of energy, water and waste while also

reusing available business resources.
http://www.destinationbc.ca/Popups/Tactics-Examples.aspxhttp://www.destinationbc.ca/Resources/Monitoring-and-Evaluation/Measuring-the-Success-of-Marketing-Activities.aspxhttp://www.destinationbc.ca/Popups/Tactics-Examples.aspx


10/33

Protect -esources

(rotect environmental and cultural resources that are used to create a memorable

visitor e+perience and ensure that they6re available for generations to come.

Diferentiate .our )usinesses

Develop a competitive advantage by establishing and publicizing sustainable business

practices as a point of di5erence.

%ttract /uality 0abour

Attract and retain 2uality employees by implementing policies that meet with employee

values and concerns.

%dd -esiliency

'nsure survival over the long term through the use of sustainable practises that will

result in lower costs, stronger supply networks and partnerships.

B.$. :esources and inks"ustainable #ourism ;#ourism Business 'ssentials &uiderganization

A specialized agency part of the Onited Mations that encourages member countries,

tourist destinations and businesses to ma+imize the positive economic, social and

cultural e5ects of tourism and fully reap its bene)ts, while minimizing its negative

impacts.

#ourism $ares

#ourism $ares is a non!pro)t organization that aims to preserve the travel e+perience

for future generations through awarding grants to natural, cultural and historic sites

worldwide and by presenting academic and service!focused scholarships to hospitality

and tourism students.

#ourism 9ndustry (rograms

Destination British $olumbia6s mandate is to support and promote the business of

tourism throughout the province. As a destination marketing organization, Destination
http://www.ecotourism.org/http://sdt.unwto.org/enhttp://www.tourismcares.org/http://www.ecotourism.org/http://sdt.unwto.org/enhttp://www.tourismcares.org/


12/33

British $olumbia is structured to develop and deliver programs and services that inspire

visitors to travel B$, ensure they have a remarkable e+perience while here, and

encourage referrals and repeat visitation.

Destination British $olumbia has a number of resources and opportunities available to

assist tourism industry operators in growing and developing their businesses and

engaging in B$6s powerful marketing network. '+plore the range of resources available

by viewing the following links.

$onnecting with $onsumers#hrough Destination British $olumbiaKs consumer and industry programs, millions of

people from around the world are encouraged to visit British $olumbia every year. Here

you will )nd details on many di5 ...

earn more about $onnecting with $onsumers.

Euick inks

HelloB$.com

HelloB$N istings (rogram

#ravel =edia

(ublications

$onnecting with #ravel #radeDiscover how you can connect an outstanding tourism product with the travel trade for

promotion to potential visitors from around the world. Here you will )nd information

about Destination British $olumbia...

earn more about $onnecting with #ravel #rade.

/uick 0inks

#ravel #rade (rograms ! Morth America

#ravel #rade (rograms ! >verseas

#rade "hows

=a+imizing the ?isitor '+perience#he 2uality of a visitorKs vacation e+perience in B$ is critical to the ongoing success of

the tourism industry. earn more about the programs and initiatives created to enhance
http://www.destinationbc.ca/Programs/Consumer-and-Industry.aspxhttp://www.hellobc.com/http://www.destinationbc.ca/Programs/Consumer-and-Industry/HelloBC-Listings-Program.aspxhttp://travelmedia.hellobc.com/http://www.destinationbc.ca/Programs/Consumer-and-Industry/Consumer-Publications.aspxhttp://www.destinationbc.ca/Marketing/Travel-Trade.aspxhttp://www.destinationbc.ca/Marketing/Travel-Trade/Travel-Trade-Program-North-America.aspxhttp://www.destinationbc.ca/Marketing/Travel-Trade/Travel-Trade-Programs-Overseas.aspxhttp://www.jtst.gov.bc.ca/industryprograms/ConnectingWithTravelTrade/TradeShows.htmhttp://www.destinationbc.ca/Programs/Consumer-and-Industry.aspxhttp://www.hellobc.com/http://www.destinationbc.ca/Programs/Consumer-and-Industry/HelloBC-Listings-Program.aspxhttp://travelmedia.hellobc.com/http://www.destinationbc.ca/Programs/Consumer-and-Industry/Consumer-Publications.aspxhttp://www.destinationbc.ca/Marketing/Travel-Trade.aspxhttp://www.destinationbc.ca/Marketing/Travel-Trade/Travel-Trade-Program-North-America.aspxhttp://www.destinationbc.ca/Marketing/Travel-Trade/Travel-Trade-Programs-Overseas.aspxhttp://www.jtst.gov.bc.ca/industryprograms/ConnectingWithTravelTrade/TradeShows.htm


13/33

visitorsK e+periences ...

earn more about =a+imizing the ?isitor '+perience.

/uick 0inks

Euality Assurance "ervices

7orldHostN #raining "ervices

#ourism 7orkforce Development

?isitor $entre Metwork

Building P &rowing Jour BusinessDestination British $olumbia works closely with industry partners to promote the growth

and development of the tourism industry. 9n this section you will )nd programs that

provide useful tools for tourism businesses a ...

earn more about Building P &rowing Jour Business.

/uick 0inks

:egional #ourism (rograms

$ommunity #ourism (rograms

"ector #ourism (rograms

#ourism Business 'ssentials

Additional =arketing :esourcesAdditional =arketing :esources.

/uick 0inks

9mage Bank

British $olumbia =agazineN

$ommunity #ourism (rogramsDestination British $olumbia works with the provinceKs :egional Destination =arketing>rganizations ;:D=>s< and communities throughout the province on tourism

development initiatives. #wo community!based programs work closely with groups

looking to develop tourism in their area for both the long and short!term.

#he $ommunity #ourism oundations program is designed for communities seeking

assistance in long!term destination planning. #he $ommunity #ourism
http://www.jtst.gov.bc.ca/industryprograms/MaximizingTheVisitorExperience.htmhttp://www.jtst.gov.bc.ca/industryprograms/MaximizingTheVisitorExperience/QualityAssuranceServices.htmhttp://www.destinationbc.ca/Programs/WorldHost-Training-Services.aspxhttp://www.destinationbc.ca/Resources/Tourism-Planning-Resources/B-C-Tourism-Labour-Market-Strategy.aspxhttp://www.jtst.gov.bc.ca/industryprograms/MaximizingTheVisitorExperience/VisitorCentresNetwork.htmhttp://www.jtst.gov.bc.ca/industryprograms/BuildingAndGrowingYourBusiness.htmhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Regional-Tourism-Programs.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Sector-Tourism-Programs.aspxhttp://www.destinationbc.ca/Programs/Guides-and-Workshops/Guides/Tourism-Business-Essentials-Guides.aspxhttp://www.destinationbc.ca/Marketing.aspxhttp://www.jtst.gov.bc.ca/industryprograms/AdditionalMarketingResources/ImageBank.htmhttp://www.jtst.gov.bc.ca/industryprograms/AdditionalMarketingResources/BritishColumbiaMagazine.htmhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Ministory-of-Jobs,-Tourism-and-Skills-Training-Com.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Community-Tourism-Progr.aspxhttp://www.jtst.gov.bc.ca/industryprograms/MaximizingTheVisitorExperience.htmhttp://www.jtst.gov.bc.ca/industryprograms/MaximizingTheVisitorExperience/QualityAssuranceServices.htmhttp://www.destinationbc.ca/Programs/WorldHost-Training-Services.aspxhttp://www.destinationbc.ca/Resources/Tourism-Planning-Resources/B-C-Tourism-Labour-Market-Strategy.aspxhttp://www.jtst.gov.bc.ca/industryprograms/MaximizingTheVisitorExperience/VisitorCentresNetwork.htmhttp://www.jtst.gov.bc.ca/industryprograms/BuildingAndGrowingYourBusiness.htmhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Regional-Tourism-Programs.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Sector-Tourism-Programs.aspxhttp://www.destinationbc.ca/Programs/Guides-and-Workshops/Guides/Tourism-Business-Essentials-Guides.aspxhttp://www.destinationbc.ca/Marketing.aspxhttp://www.jtst.gov.bc.ca/industryprograms/AdditionalMarketingResources/ImageBank.htmhttp://www.jtst.gov.bc.ca/industryprograms/AdditionalMarketingResources/BritishColumbiaMagazine.htmhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Ministory-of-Jobs,-Tourism-and-Skills-Training-Com.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Community-Tourism-Progr.aspx


14/33

>pportunitiesprogram provides implementation!level cooperative marketing support for

communities that have identi)ed speci)c tactics for moving their local tourism industry

forward. Destination British $olumbia also works with industry partners on a number

of sport tourisminitiatives. "ee below for more information on speci)c programs.

&ommunity Tourism 1oundations

#he $ommunity #ourism oundations program assists communities to develop a

comprehensive...

2overning or Success 3 Enhancing )oard Perormance Workshop

#his full!day, professionally facilitated workshop will assist you to design and

implement...

&ommunity Tourism +pportunities
http://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Community-Tourism-Progr.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Sport-Tourism.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Ministory-of-Jobs,-Tourism-and-Skills-Training-Com.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Governing-for-Success-Enhancing-Board-Performance.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Community-Tourism-Progr.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Community-Tourism-Progr.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Sport-Tourism.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Ministory-of-Jobs,-Tourism-and-Skills-Training-Com.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Governing-for-Success-Enhancing-Board-Performance.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Community-Tourism-Progr.aspx


15/33

$ommunity #ourism >pportunities

$ommunity #ourism >pportunities ;$#>< is a province!wide program that provides

cooperative funding for eligible tourism activities in communities throughout B$. #he

program is designed to assist communities that are in a position to implement their own

tourism building initiatives.

'o# does the program #ork4

#hrough one!on!one consultations with communities, representatives from the :egional

Destination =arketing >rganizations ;:D=>< begin assessing trends region!wide,

looking for eFciencies, reviewing all funding options available, and potentially assistingcommunities in prioritizing marketing activities. 9f the $ommunity #ourism >pportunities

program is identi)ed as an option for funding support according to the program

guidelines, the :D=> prepares the project proposals on the community6s behalf.

'ligible activities for $ommunity #ourism >pportunities cost!shared funding must focus

on incremental tourism related projects that are initiated by the community.

#he community must have suFcient funding to pay project!related e+penses in full prior

to claiming their allotted reimbursement. Destination British $olumbia provides the

:D=>s with the funds to reimburse communities for their approved $#> projects.

$#> project proposals will be evaluated against the following factors%

:ecommendations from the :egions

'+isting $ommunity #ourism oundations commitments

Demonstrated need in the absence of practical alternatives

(ast performance


16/33

orecast and measurable project e5ectiveness

Destination British $olumbia objectives at the local, regional and provincial levels

Available program budget

&ontact Inormation

or more detailed information on the program and eligible activities, please contact

your regional oFceor Destination British $olumbiaKs $ommunity (artnerships

department% communitypartnershipsQdestinationbc.ca

Destination )& Interim &o3op (arketing Program

#he Destination B$ 9nterim $o!operative =arketing (rogram ;9nterim (rogram< is an

application!based...

Sport Tourism

#he $anadian "port #ourism Alliance de)nes sport tourism as any activity in which

people are..
http://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Regional-Tourism-Programs/Regional-Contacts.aspxmailto:[email protected]://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Destination-BC-Interim-Co-op-Marketing-Program.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Sport-Tourism.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Regional-Tourism-Programs/Regional-Contacts.aspxmailto:[email protected]://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Destination-BC-Interim-Co-op-Marketing-Program.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Sport-Tourism.aspx


17/33

#ourism $hecklist

#he following Ltourism checklistL o5ers multiple ways your business, community or

sector can ma+imize industry engagement.

-. How @:eady is your tourism business8 Be familiar with the#ourism =arket :eady

"tandardsand do the "elf!Assessment $hecklist.

/. $heck out Destination B$Ks new three!year corporate strategy.

0. $ontact your applicable :egional Destination =arketing >rganizationto learn

more about program opportunities and sign!up for informational newsletters

available to stakeholders.

1. Become an active stakeholder in your local $ommunity #ourism >rganization.

3. And, get engaged in Destination B$6s consumer social media accounts.

4. "ubscribe to Destination British $olumbiaKs :esearch, (lanning and 'valuationKs

mailing listto receive monthly noti)cations about the latest research

publications.

I. (articipate in the HelloB$N istings (rogramand getting your marketing

message out to appro+imately R million visitorsS earn about all the HelloB$

consumer websites ! Morth America, $hina, O, Australia, Tapan, &ermany and

=e+ico.

U. Attend B.$.Ks annual#ourism 9ndustry $onference, which works to unite the

industry and provide a forum for discussion, business development and

networking opportunities.
http://www.destinationbc.ca/Resources/Tourism-Planning-Resources/Market-Ready-Standards.aspxhttp://www.destinationbc.ca/Resources/Tourism-Planning-Resources/Market-Ready-Standards.aspxhttp://strategy.destinationbc.ca/http://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Regional-Tourism-Programs/Regional-Partners.aspxhttp://www.destinationbc.ca/BC-Tourism-Industry/Community-Partners.aspxhttp://www.destinationbc.ca/Marketing/Social-Media.aspxhttp://www.destinationbc.ca/Research/about-research-planning-and-evaluation/Subscription.aspxhttp://www.destinationbc.ca/Research/about-research-planning-and-evaluation/Subscription.aspxhttp://www.destinationbc.ca/Programs/Consumer-and-Industry/HelloBC-Listings-Program.aspxhttp://www.tiabc.ca/http://www.destinationbc.ca/Resources/Tourism-Planning-Resources/Market-Ready-Standards.aspxhttp://www.destinationbc.ca/Resources/Tourism-Planning-Resources/Market-Ready-Standards.aspxhttp://strategy.destinationbc.ca/http://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Regional-Tourism-Programs/Regional-Partners.aspxhttp://www.destinationbc.ca/BC-Tourism-Industry/Community-Partners.aspxhttp://www.destinationbc.ca/Marketing/Social-Media.aspxhttp://www.destinationbc.ca/Research/about-research-planning-and-evaluation/Subscription.aspxhttp://www.destinationbc.ca/Research/about-research-planning-and-evaluation/Subscription.aspxhttp://www.destinationbc.ca/Programs/Consumer-and-Industry/HelloBC-Listings-Program.aspxhttp://www.tiabc.ca/


18/33

R. ist your estivals and 'ventsfor :'' on HelloB$.com.

-G. "ubscribe to Destination British $olumbiaKs Mewsletter.

(rovincial #ourism "trategy and (olicy

About the Branch#he #ourism "trategy and (olicy Branch is a branch within the =inistry of Tobs, #ourism

and "kills #raining. Although many parts of the provincial government deliver tourism!

related activities, this is the Branch within the British $olumbia provincial government

focused on aligning provincial tourism activities and setting the strategic direction.

=inistry accountabilities for tourism include% &oordination! =anaging the relationship between Destination British $olumbia

and government.

Strategic Policy! Developing and leading the coordinated implementation of

the provincial government6s agenda for tourism.

0egal 1rame#ork! >verseeing any re2uired legislative or regulatory changes.

British $olumbia6s tourism sector is a key economic driver of the provincial economy.

#ourism is pro)led within $anada "tarts Here% #he B$ Tobs (lan, the provincial

government6s plan for attracting new investment into our economy, and creating and

protecting jobs for families in British $olumbia.

Additionally, the (rovincial &overnment has a focused agenda speci)cally for tourism,

outlined in &aining the 'dge% A ive!year "trategy for #ourism in British $olumbia /G-/!

/G-4. #his plan was designed to increase visitor volume, tourism revenue and

employment, which will be achieved by%

-. eadership through partnership and coordination

/. ocused marketing

0. 7orld class visitor e+periences

1. :emoving barriers to growth

"eptember, /G-3% #he (rovincial &overnment has updated its provincial #ourism

"trategy, 2aining the Edge$ 567835679.

or further information on provincialVfederal tourism strategies, see the @>ther #ourism!

:elated "trategies section below.
http://www.destinationbc.ca/Programs/Consumer-and-Industry/HelloBC-Listings-Program.aspxhttp://www.destinationbc.ca/Subscribe.aspxhttp://www.gov.bc.ca/jtst/http://www.gov.bc.ca/jtst/http://www.bcjobsplan.ca/learn-about-the-plan/http://www.jtst.gov.bc.ca/tourismstrategy/documents/MJTI_TourismStrategyReport_FNL.pdfhttp://www.jtst.gov.bc.ca/tourismstrategy/documents/MJTI_TourismStrategyReport_FNL.pdfhttp://www.destinationbc.ca/getattachment/BC-Tourism-Industry/Provincial-Tourism-Strategy-and-Policy/GainingTheEdge_2015_2018.pdf.aspxhttp://www.destinationbc.ca/Programs/Consumer-and-Industry/HelloBC-Listings-Program.aspxhttp://www.destinationbc.ca/Subscribe.aspxhttp://www.gov.bc.ca/jtst/http://www.gov.bc.ca/jtst/http://www.bcjobsplan.ca/learn-about-the-plan/http://www.jtst.gov.bc.ca/tourismstrategy/documents/MJTI_TourismStrategyReport_FNL.pdfhttp://www.jtst.gov.bc.ca/tourismstrategy/documents/MJTI_TourismStrategyReport_FNL.pdfhttp://www.destinationbc.ca/getattachment/BC-Tourism-Industry/Provincial-Tourism-Strategy-and-Policy/GainingTheEdge_2015_2018.pdf.aspx


19/33

%bout +ur Work

#ourism "trategy and (olicy Branch responsibilitiesinclude%

Acting as =inistry representative for developing and leading the implementation

of the (rovincial strategies for tourism ;i.e. B$ Tobs (lan and &aining the 'dgellgaard, Director of ?isitor "ervices at /3G.034.G130 or

Minette.>llgaardQdestinationbc.ca

$ommunity ?isitor $entres=ore than -GG community!based ?isitor $entres throughout British $olumbia comprise

the ?isitor "ervices Metwork. ?isitor 9nformation $ounsellors have a direct impact on

visitors6 impressions of British $olumbia, providing real!time, personalized visitor

services through the visitors6 channel of choice and inspiring longer stays and travel in

all regions of the province. 9n /G-1, the $ommunity ?isitor $entres served more than

/.1 million visitors.

9n /G-3, the ?isitor "ervices Metwork (rogram membership re2uirements have been

made more *e+ible as we consult with members, sponsor organizations and local

municipal or regional bodies that currently support visitor services in their communities.

#he goal of the new visitor services strategy is to provide support, and tools and training

to those communities and ?isitor $entres that wish to have more *e+ibility in how they

connect with visitors.

9n "eptember /G-3 Destination B$ introduced a new 0 year!base funding model for the

?isitor "ervices Metwork which will ensure more stable, predictable and e2uitable

distribution of funding.

#ourism businesses should ensure ?isitor 9nformation $ounsellors have access to up!to!date information by registering products and services in the HelloB$N istings (rogram.

"ee a list of ?isitor $entre locations

?isitor $entre Metwork "tatistics (rogramAs members of the Metwork (rogram, ?isitor $entres record statistics using Destination

British $olumbiaKs network websitewww.networkstats.tourismbc.comto view LJear over

JearL reports.

British $olumbia ?isitor $entresDestination British $olumbia currently operates )ve British $olumbia ?isitor $entres at

strategic border!entry points and travel corridors throughout the province. British

$olumbia ?isitor $entres are located at (eace Arch Border $rossing, =erritt, =ount

:obson (rovincial (ark, &olden and >soyoos.
http://www.destinationbc.ca/getattachment/Programs/Visitor-Centre-Network/Innovation-Fund-Application-Package-November-16-2015.pdf.aspxmailto:[email protected]://www.hellobc.com/british-columbia/about-bc/visitor-centres.aspx?LOCID=3&FBSEC=Falsehttps://www.networkstats.tourismbc.com/defaultsecure.aspxhttp://www.destinationbc.ca/getattachment/Programs/Visitor-Centre-Network/Innovation-Fund-Application-Package-November-16-2015.pdf.aspxmailto:[email protected]://www.hellobc.com/british-columbia/about-bc/visitor-centres.aspx?LOCID=3&FBSEC=Falsehttps://www.networkstats.tourismbc.com/defaultsecure.aspx


23/33

$ontact 9nformation&ommunity Visitor &entres

communityvisitorcentresQdestinationbc.ca

Provincial Visitor &entres

provincialvisitorcentresQdestinationbc.ca

#ourism Business 'ssentials &uides

#he #ourism Business 'ssentials guides are free, practical resources for tourism

operators to learn more about the tourism industry and about how to build their

businesses. 7hen reading these guides, we encourage you to think of each guide as a

single Xchapter6 within the much larger Xbook of tourism6 ! and not just as stand!alone

publications.

#he undamentals of a "uccessful #ourism Business1undamentals

Fundamentals for Tourism Businessesis designed to help business entrepreneurs and

owners better understand the tourism industry in B$, and where their product )ts in.

;=arch, /G-3s


27/33

Destination (anagement &ompany rganizer ;($>c Volumes

A basic element of traFc data. ?olume is the aggregation of traFc!count data from one

or more counters that describes the volume of traFc that has passed a known point orcross section of the roadway during a de)ned time. #he British $olumbia =inistry of

#ransportation constantly monitors changing traFc patterns in locations around the

province to improve roadway planning. #his information is speci)cally tailored for road

building and planning.

'otel +ccupancy -ate

#he percentage of hotel rooms occupied during a speci)c time period, omitting rooms

not available for due to renovations or otherwise unavailable.

International %ir Transport %ssociation


28/33

9#" is to gather information on international travel and tourism, and more speci)cally to

gather information on trip purpose, trip duration, activities, places visited,

accommodation used and e+penditures of international travellers. #his information

helps governments, municipalities, agencies and the tourism industry develop policies,

products and services that correspond to travellersK needs as well as measure the

contribution of international tourism to the $anadian economy. #he 9nternational #ravel"urvey is comprised of two components%

-. Administrative data collected by $anada Border "ervices Agency ;$B"A

developing a tourism plan with situation analysis

Documents