Sunshine Coast
Total Page:16
File Type:pdf, Size:1020Kb
SUNSHINE COAST DESTINATION DEVELOPMENT STRATEGY HIGHLIGHTS RUBY LAKE Photo: Andrew Strain THANK YOU WHAT’S The Sunshine Coast planning area Klahoose Nation, three municipal stretches some 180 km northwest communities of the Town of INSIDE from Langdale in Howe Sound to Gibsons, District of Sechelt, City Bliss Landing in Desolation Sound, of Powell River and two Regional 1. INTRODUCTION and includes the islands of Gambier, Districts, the Sunshine Coast 2. REALIZING THE POTENTIAL Keats, Nelson, Hardy, Thormanby, Regional District and Powell River 3. AT A GLANCE Texada, Lasqueti, Harwood (Tla’amin Regional District. An economy Nation land) and Savary. With Toba once fueled by the logging and 4. GEARING UP Inlet to the north, the destination fi shing industries, it is now being extends inland to include several re-energized by tourism, recreation, inlets including Jervis, Princess and retirement alongside aquaculture, Louisa, Narrows, Salmon, and retail arts and crafts, and high tech. Sechelt. The Sunshine Coast is With no direct access by road from home to 50,000 people, including elsewhere in BC, the Sunshine the four First Nations communities Coast is dependent on ferry, of skwxwú7mesh Nation, shíshálh airplane, and fl oatplane connections. Nation, Tla’amin Nation, and SUNSHINE COAST | 2 1 INTRODUCTION WHY A STRATEGY? inland to include several inlets including Jervis, Princess will be developed. These will, in turn, inform the Louisa, Narrows, Salmon, and Sechelt. The Sunshine creation of a provincial strategy thereby ensuring a The Sunshine Coast Destination Development Coast is home to 50,000 people, including the four truly integrated and cohesive combination of bottom- Strategy was developed to enhance the competitiveness First Nations communities of skwxwú7mesh Nation, up and top-down destination planning. of the Sunshine Coast tourism destination over the shíshálh Nation, three municipal communities of the next 10 years and beyond. The strategy was developed Town of Gibsons, District of Sechelt, City of Powell as part of Destination BC’s Destination Development River and two Regional Districts, the Sunshine Coast A KEY IMPERATIVE Program to support and guide the long-term growth Regional District and Powell River Regional District. An of tourism in British Columbia. This document presents The recommendations contained within the Sunshine economy once fueled by the logging and fishing the key highlights of the Sunshine Coast strategy. Coast Destination Development Strategy form the industries, it is now being re-energized by tourism, foundation for additional, focused and aligned discussions recreation, and retirement alongside aquaculture, retail regarding implementation. As tourism partners have WHO IS IT FOR? arts and crafts, and high tech. With no direct access already articulated their desire to work cooperatively by road from elsewhere in BC, the Sunshine Coast is on realizing destination development initiatives, it is The Sunshine Coast Destination Development Strategy dependent on ferry, airplane, and floatplane connections. important to ensure that the strategy becomes embedded is a guide for tourism partners as they work collaboratively in local, regional, provincial and federal decision making to grow the visitor economy. The strategy is a living processes. It is only by working collaboratively that the document and will be reviewed and updated to reflect WHERE DOES IT FIT? full potential of the Sunshine Coast will be realized. changing tourism objectives, priorities, and market The Sunshine Coast is one of 20 planning areas across conditions. Results will be tracked, and emerging BC for which destination development strategies are learning outcomes will inform future implementation being developed. Each planning area represents a AT A GLANCE activities thereby optimizing their effectiveness in logical destination for visitors in and around the province. increasing economic, social, and cultural benefits for In what follows, the distinctiveness of the Sunshine As planning areas cross multiple jurisdictions, the the entire Sunshine Coast planning area. Coast destination is summarized and its vision for importance of adopting an integrated approach with a tourism introduced. While acknowledging the challenges shared vision and coordinated investment is critical. the sector faces, its potential for growth is set out in WHERE IS IT FOR? The Sunshine Coast Destination Development Strategy terms of key opportunities and experience development is one of six strategies being prepared for the Vancouver, potential. A consideration of each development theme The Sunshine Coast planning area stretches some 180 Coast & Mountains tourism region. Others include and associated actions then follows. While further km northwest from Langdale in Howe Sound to Bliss Metro Vancouver, Fraser Valley, Sea-to-Sky Corridor, detail on each of these elements is available in the full Landing in Desolation Sound, and includes the islands Gold Rush Trail and the Highway 3 Corridor. In time, strategy, they are brought together “At A Glance” to of Gambier, Keats, Nelson, Hardy, Thormanby, Texada, informed by the outcomes of all relevant planning area demonstrate the scope of the integrated nature of the Lasqueti, Harwood (Tla’amin Nation land) and Savary. destination development strategies, regional strategies approach being taken. With Toba Inlet to the north, the destination extends SUNSHINE COAST | 3 2 REALIZING THE POTENTIAL A DISTINCTIVE DESTINATION Only a 40 minute ferry ride from Vancouver, the Sunshine Coast offers the prospect of another world; a pocket wilderness of deep blue waters, steep forested mountains, scattered islands and a handful of rural oceanside communities each with its own distinctive character. When it comes to outdoor adventure, visitors can hike, Adopting a sustainable approach to the development KEY OPPORTUNITIES bike, sail, paddle, golf, dive, swim, climb, mountain bike, of the Sunshine Coast, partners will work together to cross country ski, ride, or simply relax. realize the following vision: While the destination faces a number of challenges such as access, transportation, year-round availability Opportunities abound for visitors to experience the “WE ARE A UNIFIED of skilled labour and the perception of tourism locally, rich tapestry of artisans, art galleries, cultural festivals, key opportunities include: and events, and sustainable culinary experiences that SUNSHINE COAST, • Enhance the arrival experience — focus on bear testament to the creative energy, artisanal flair WORKING TOGETHER transportation including BC Ferries service and spirit of enterprise characterized by Sunshine TO INCREASE THE SOCIAL, CULTURAL, • Attract skilled people — focus on recruiting, retaining Coast communities. Encounters with the rich heritage AND ECONOMIC BENEFITS FROM and training staff of First Nations provide curious minds with deeper • Create a compelling offer — focus on developing / insights into the historic and contemporary significance OUR YEAR-ROUND VISITOR ECONOMY. enhancing product experiences of their compelling story — a story that is rooted in a WE HAVE VIBRANT COASTAL place of immense beauty and natural splendour. • Keep it authentic — focus on Indigenous tourism COMMUNITIES AMID EXCEPTIONAL • Foster good relations — focus on strengthening OUTDOOR ADVENTURES. WE ATTRACT support for tourism development A SHARED VISION RESPECTFUL VISITORS WHO LIKE • Strive to excel — focus on enhancing quality of service and visitor amenities The Sunshine Coast aspires to be a truly remarkable TO DISCOVER AND UNDERSTAND destination year-round, both indoors and outdoors. It • Work together — focus on cooperative tourism is a place that is ready for visitors, easy to get to and MORE ABOUT OUR LAID-BACK PACE management to get around in, and attracts visitors who care about OF LIFE AND THE WILD, NATURAL the place and its communities. PLACES THAT NOURISH US.” SUNSHINE COAST | 4 2 REALIZING THE POTENTIAL EARL’S COVE EXPERIENCE POTENTIAL Photo: Andrew Strain Specifi c motivating product experiences along with particular opportunities to create iconic experiences include: • Indigenous Tourism — Tems Swiya Museum, Talaysay Tours, and Powell River Historical Museum & Archives • Arts, Culture, Festivals & Events — Sunshine Coast Arts Crawl • Trails — Hiking, Mountain Biking, Marine — Sunshine Coast Trail and Suncoaster Trail; Backcountry alpine hiking like the South Powell Divide; Mountain biking including the Coast Gravity Park and Duck Lake Trails • Touring — Vehicle, Cycling, Motorcycles • Boating/Marinas — Desolation Sound, Princess Louisa Inlet, Straight of Georgia, a multitude of islands • Natural Asset Utilization — Rock climbing in the Eldred Valley; Wildlife viewing along inlets and waterways; Diving (there are over 100 dive sites) • Health and Wellness — Painted Boat Resort Spa & Marina, Rockwater Secret Cove Resort, and Beyond Bliss Spa & Suites • Sustainable Culinary Experiences — Foraging and Culinary tourism • Sport Tourism SUNSHINE COAST | 5 3 AT A GLANCE VISION STATEMENT We are a unified Sunshine Coast, working together to increase the social, cultural, and economic benefits from our year-round visitor economy. We have vibrant coastal communities amid exceptional outdoor adventures. We attract respectful visitors who like to discover and understand more about our laid-back pace of life and the wild, natural places that nourish us. THEME 1 THEME CRUCIAL CONNECTIONS — IMPROVE TRANSPORTATION TO, FROM AND WITHIN THE SUNSHINE