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

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

lotto max logo
Are you the lucky winner?

A $1 million ticket was bought in Burns Lake for Friday’s Lotto… Continue reading

Jill Mackenzie carefully replaces books on the shelves at the Houston Public Library. (Angelique Houlihan photo)
District approves annual library grant

Craft kits featured for summer reading club

The tradition of Houston Christian School grads giving Bibles to incoming kindergarten students will take place this year, but outdoors and in a modified fashion. (File photo)
Houston Christian School grad day is June 24

Grads themselves have set tone for the day, says teacher

Scott Richmond will be starting as the new vice principal for HSS and TSE. (Submitted/Houston Today)
Houston gets a new vice principal

Scott Richmond takes over from Dwayne Anderson who moved to Smithers

A Pacific Salmon Foundation grant of $3,000 is going towards the tree plantations. (Cindy Verbeek photo/Houston Today)
550 trees planted in Houston through A Rocha

Houston Christian School students and volunteers help with the tree planting

Marco Mendicino, Minister of Immigration, Refugees and Citizenship during a press conference in Ottawa on Thursday, May 13, 2021. THE CANADIAN PRESS/Sean Kilpatrick
Canada to welcome 45,000 refugees this year, says immigration minister

Canada plans to increase persons admitted from 23,500 to 45,000 and expedite permanent residency applications

FILE – Most lanes remain closed at the Peace Arch border crossing into the U.S. from Canada, where the shared border has been closed for nonessential travel in an effort to prevent the spread of the coronavirus, Thursday, May 7, 2020, in Blaine, Wash. The restrictions at the border took effect March 21, while allowing trade and other travel deemed essential to continue. (AP Photo/Elaine Thompson)
Feds to issue update on border measures for fully vaccinated Canadians, permanent residents

Border with U.S. to remain closed to most until at least July 21

A portion of the George Road wildfire burns near Lytton, B.C. in this Friday, June 18, 2021 handout photo. THE CANADIAN PRESS/HO, BC Wildfire Service *MANDATORY CREDIT*
Blaze near Lytton spread across steep terrain, says BC Wildfire Service

Fire began Wednesday and is suspected to be human-caused, but remains under investigation

Blair Lebsack, owner of RGE RD restaurant, poses for a portrait in the dining room, in Edmonton, Friday, June 18, 2021. Canadian restaurants are having to find ways to deal with the rising cost of food. THE CANADIAN PRESS/Jason Franson
Canadian restaurateurs grapple with rising food costs, menu prices expected to rise

Restaurants are a low margin industry, so there’s not a lot of room to work in additional costs

RCMP crest. (Black Press Media files)
Fort St. John man arrested after allegedly inviting sexual touching from children

Two children reported the incident to a trusted adult right away

Barbara Violo, pharmacist and owner of The Junction Chemist Pharmacy, draws up a dose behind vials of both Pfizer-BioNTech and Oxford-AstraZeneca COVID-19 vaccines on the counter, in Toronto, Friday, June 18, 2021. An independent vaccine tracker website founded by a University of Saskatchewan student says just over 20 per cent of eligible Canadians — those 12 years old and above — are now fully vaccinated. THE CANADIAN PRESS/Nathan Denette
At least 20% of eligible Canadians fully vaccinated, 75% with one dose: data

Earlier projections for reopening at this milestone didn’t include Delta variant

This undated file photo provided by Ernie Carswell & Partners shows the home featured in the opening and closing scenes of The Brady Bunch in Los Angeles. Do you know the occupation of Mike Brady, the father in this show about a blended family? (Anthony Barcelo/Ernie Carswell & Partners via AP, File)
QUIZ: A celebration of dad on Father’s Day

How much do you know about famous fathers?

Emily Steele holds up a collage of her son, 16-year-old Elijah-Iain Beauregard who was stabbed and killed in June 2019, outside of Kelowna Law Courts on June 18. (Aaron Hemens/Capital News)
Kelowna woman who fatally stabbed teen facing up to 1.5 years of jail time

Her jail sentence would be followed by an additional one to 1.5 years of supervision

Cpl. Scott MacLeod and Police Service Dog Jago. Jago was killed in the line of duty on Thursday, June 17. (RCMP)
Abbotsford police, RCMP grieve 4-year-old service dog killed in line of duty

Jago killed by armed suspect during ‘high-risk’ incident in Alberta

Most Read