DESTINATION DEVELOPMENT STRATEGY TAHSISH-KWOIS PROVINCIAL PARK Photo: Adrian Dorst
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NORTH ISLAND DESTINATION DEVELOPMENT STRATEGY TAHSISH-KWOIS PROVINCIAL PARK Photo: Adrian Dorst DESTINATION BC Seppe Mommaerts MANAGER, DESTINATION DEVELOPMENT Jody Young SENIOR PROJECT ADVISOR, DESTINATION DEVELOPMENT [email protected] TOURISM VANCOUVER ISLAND Calum Matthews COMMUNITY & INDUSTRY SPECIALIST 250 740 1224 [email protected] INDIGENOUS TOURISM BC 604 921 1070 [email protected] MINISTRY OF TOURISM, ARTS AND CULTURE Amber Mattock DIRECTOR, LEGISLATION AND DESTINATION BC GOVERNANCE 250 356 1489 [email protected] NORTH ISLAND | 2 TABLE OF CONTENTS I. EXECUTIVE SUMMARY ........................................................................1 7. STRATEGY AT A GLANCE ............................................................... 36 II. ACRONYMS ...........................................................................................5 8. STRATEGIC PRIORITIES ...................................................................37 THEME 1: Tourism Infrastructure 1. FOREWORD AND ACKNOWLEDGEMENTS..............................6 THEME 2: Trails and Crown Land Access 2. INTRODUCING THE STRATEGY .....................................................8 THEME 3: Collaboration a. Program Vision and Goals THEME 4: Technology b. Purpose of the Strategy THEME 5: Industry Development c. A Focus on the Supply and Experience THEME 6: Product and Experience Development d. Methodology 9. IMPLEMENTATION FRAMEWORK ............................................. 55 e. Project Outputs a. Catalyst Projects 3. ALIGNMENT ......................................................................................... 13 b. Provincial and Regional Priorities c. Funding Programs 4. SUCCESS NETWORK........................................................................ 15 10. MEASURING AND MONITORING SUCCESS....................... 59 5. A DISTINCTIVE DESTINATION ......................................................18 a. Geographic Description of the Area APPENDIX ................................................................................................60 b. Description of the Population Base, Communities Included, Appendix 1: Planning Considerations and First Nations Appendix 2: Alignment Details — Plans Reviewed c. Description of Economy Base — Historical and Current Appendix 3: International Standards for Tourism Destinations d. Overview of Tourism Performance — Biosphere Destination Certification Criteria e. Key Visitor Markets f. Overview of Tourism Assets, Infrastructure and Unique Selling Propositions g. Summary of Key Strengths, Challenges and Opportunities 6. A DISTINCTIVE DIRECTION ...........................................................27 a. Vision b. Goals c. Guiding Principles for Destination Development d. Motivating Experiences e. Development Themes f. Interaction of Development Themes and Motivating Experiences FRONT COVER PHOTO: SAN JOSEF BAY, Shayd Johnson (C) 2018 — Destination BC Corp. All rights reserved. No part of this guide may be reproduced in any form or by any means, electronic or mechanical, without permission in writing from Destination BC. This guide is produced to provide information to assist tourism operators in British Columbia. Destination BC does not endorse, recommend or assume any liability for any of the operations or organizations referenced in this document. Super, Natural; Super, Natural British Columbia; HelloBC and Visitor Centre and all associated logos/ trade-marks are trade-marks or Official Marks belonging to Destination BC Corp. EXECUTIVE SUMMARY The North Island Destination Development Strategy was developed to enhance the competitiveness of the planning area over the next 10 years and beyond. The strategy was developed as part community dialogue. of Destination BC’s Destination The strategy is intended to serve as a Development Program. This program guide for tourism partners as they proceed is a critical part of Destination BC’s with implementation and should be corporate strategy and facilitates regarded as a working document that the collaboration of local, regional and should be tracked on a regular basis. provincial agencies, First Nations, While tourism has two primary revenue destination marketing organizations drivers — supply and demand, destination (DMOs), tourism operators, and development focuses on the supply side other community interests to guide and what is required to create a compelling the long-term growth of tourism in the visitor experience to attract new visitors North Island. and entice repeat visitation. The strategy In addition to supporting the underlying is one of three that has been prepared goals of the provincial Destination for Vancouver Island and one of 20 for Development Program, the strategy: the province as a whole. The situation analysis and strategy were developed • Provides strategic direction for the over a nine-month period and based on planning area and guidance for local an extensive, collaborative process. and regional planning. • Enhances the North Island’s ability to leverage their resources and programs. • Fosters joint action and inter- NORTH ISLAND | 1 The North The North Island planning area With this vision in place, the 2 Island has encompasses 41,043 km of the Mount development focus is on six themes: Waddington, Strathcona, and Comox • infrastructure natural and Valley Regional Districts. The total cultural wealth marked by 2016 population for the planning area is • trails and Crown land access an intimate connection to 122,233. More than 75% of the • collaboration population is clustered in the Campbell • technology the marine environment. River and Comox/Courtenay areas. The Miles of untouched planning area includes 25 First Nations • industry development coastline and unspoiled and four tribal councils (Kwakiutl • product and experience development waters host countless District Council, Nuu-chah-nulth Tribal These development themes contribute marine species, while vast Council, Nanwakolas Council and to the experience themes that are Musgmagw Dzawada’enuwx Tribal integral to the vision: rainforests support large Council). The Nuxalk and Heiltsuk reside predators such as on the Central Coast but have traditional • marine / land eco-cultures cougars, wolves, and territory in the planning area. • Indigenous culture bears. The destination is • wild encounters mainly built around THE DIRECTION • island livelihoods and global nature-based or outdoor The vision for the planning area is based connections on the 10-year aspirations for the • bounty of land and sea adventure tourism, but North Island expressed by tourism also includes strong partners during the consultation THE OBJECTIVES process. It also aligns with existing elements of Indigenous In total, 47 objectives were identified culture, history, the arts, community plans and related planning frameworks. The vision highlights the for the North Island as a tourism and community lifestyles. underlying elements that differentiate destination for the next 10 years. These While it benefits from a the area and form the basis for are outlined by development theme, motivating experiences. with priority actions, an indication of range of strengths, it is priority, and relative timing for also facing a number of implementation. destination development challenges. Some of these challenges have the potential to impact the future growth and sustainability of the tourism sector such as labour market constraints, marked seasonality, and transportation issues. NORTH ISLAND | 2 ACTIONS THEME 1: TOURISM INFRASTRUCTURE 1. Create a rural roads task force that will communicate and promote the value of logging roads to the visitor experience in the planning area. 2. Develop a Vancouver Island Transportation Plan, with a section on addressing the challenges of moving visitors around the North Island. 3. Improve inter-community connectivity. 4. Develop a business case for coordinating more air connections to the North Island. 5. Develop an evaluation model through which boat launches, docks, marinas, and other marine infrastructure/amenities can be listed and prioritized. 6. Prepare a Boating Development Guide to help local governments with developing infrastructure and services that will extract more value out of visiting boaters. 7. Prepare a pre-feasibility assessment of a regional pocket cruise that would operate between Vancouver and/or Seattle and the North Island. 8. Develop a BC Ferries communications and advocacy strategy. 9. Advocate for more user-friendly and accessible cycling destinations on the North Island. 10. Develop a signage strategy that is more responsive to visitor needs and provides consistency across jurisdictions. 11. Support local governments’ housing initiatives that address worker and visitor housing and accommodation options. 12. Improve cellular, broadband, and wi-fi services within the North Island. THEME 2: TRAILS AND CROWN LAND ACCESS 13. Encourage ATV services and guided experiences, and build on the expanding trail network in the Strathcona region. 14. Identify exceptional trails on the north coast to complement and enhance TVI’s Hiking Master Plan. 15. Encourage BC Parks to undertake new management plans for select parks in the planning area that incorporate a much higher profile tourism mandate and management direction. 16. Examine the feasibility of a BC Parks Interpretive Visitor Centre on the North Island. 17. Update the Vancouver Island Land Use Plan and improve its relevance to tourism. 18. Develop a consistent trail sustainability program