B.C. tourism focuses on skiing, Asia

The B.C. government has revamped its tourism strategy, with a more modest growth target than than the one set before the 2010 Olympics.

Whistler and a dozen other B.C. ski resorts will benefit from a $1.1 million marketing effort this winter



VICTORIA – The B.C. government has revamped its tourism marketing strategy to focus on areas of strength, with a more modest growth target than than the one set before the 2010 Olympics.

Premier Christy Clark announced a new five-year strategy at a tourism industry conference in Victoria Tuesday. Its goal is to increase B.C. tourism revenues five per cent each year until 2015, rather than doubling tourism by that time as was ambitiously projected before the Olympics.

“It recognizes that the world economy is in rough shape, and I think we need to be more real about the goals that we set,” Clark told reporters after the speech.

The strategy focuses eight kinds of tourism where B.C. has an advantage: touring vacations, city experiences, skiing and snowboarding, aboriginal tourism, conventions and outdoor adventure-ecotourism.

“It’s a switch from promoting B.C. generically to promoting specific activities, the reasons why people come to British Columbia,” said Pat Bell, minister of jobs, tourism and innovation.

This winter’s ski promotion has a budget of $1.1 million, half of which will go to advertising in Ontario. The rest will be shared between Seattle, San Francisco and Los Angeles, where B.C. has long promoted its “super natural” attractions in generic campaigns.

Longer-term efforts will be directed to emerging markets in China, India and Mexico, in addition to Japan, South Korea, Australia, Germany and the UK.

Clark also promised a new destination marketing organization with industry representation will be developed. The B.C. government surprised the industry with its 2009 announcement that it would disband Tourism BC and bring the post-Olympic tourism marketing program back into the government.

NDP tourism critic Spencer Chandra Herbert said the new agency is an admission that the government made a mistake that alienated the tourism industry.

“They got rid of tourism industry leadership and put politicians and bureaucrats in charge,” Chandra Herbert said. “The industry knows better than a political partisan how to market B.C. because their success depends on it.”

The NDP cited statistics from this summer showing tourist visits below those in 2009, despite an increase in international visits. Clark said a weak U.S. market, a high Canadian dollar and world-wide economic uncertainty have made the job of attracting tourists much more difficult.

Just Posted

Body still inside Surrey building two days after fire due to structural concerns

RCMP, fire investigations delayed ‘until the site is declared safe’

Surrey cop killer gets new parole conditions

Surrey RCMP Constable Roger Pierlet, 23, was shot dead on March 29, 1974

Theft of dog-outfits ‘a huge hit’ to South Surrey mother-daughter business

Kathy Neumeyer says 100-plus dog sweaters and raincoats were nicked from her SUV last week

Game-worn rugby jerseys auctioned in Surrey club’s ‘Ruck for the Cure’ fundraiser

Benefit for cancer society at Sullivan Heights Park and Beaverlodge clubhouse Saturday

OUR VIEW: Foreigners need to butt out of our elections

Canadians don’t need outsiders to tell us who to vote for

VIDEO: Is the stethoscope dying? High-tech options pose threat

World-renowned cardiologist believes the device is just a pair of ‘rubber tubes’

Beers on the job, smacking crotches: 10 police misconduct probes in B.C.

Recent report by the Office of the Police Complaint Commissioner highlights a number of investigations

Seizure of cannabis edibles, including mac-and-cheese, prompt warning from B.C. RCMP

Potato chips, cheesecake and candy infused with cannabis also seized back in August

B.C. parents sue city and province in 12-year-old daughter’s drowning at lake

Beverly Park drowned at Rotary Lake in Dawson Creek in August 2016

VIDEO: Chill with polar bears through an Arctic live cam

Cam reopens just ahead of Polar Bear Week

UPDATE: Charges pending after two teens pepper sprayed at Port Coquitlam high school

Mounties are still working to determine exactly how many youth were involved

Aquilini companies deny negligence in U.S. vineyard fire that killed two kids

Fire occurred at Red Mountain Vineyard, located in southeast Washington State

Former Kelowna Hells Angels associate could be deported, court rules

David Revell has lost his fight against deportation from Canada

Most Read

l -->