DESTINATION DEVELOPMENT STRATEGY SUN PEAKS RESORT Photo: Ryan Creary
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NORTH THOMPSON AND NICOLA VALLEYS DESTINATION DEVELOPMENT STRATEGY SUN PEAKS RESORT Photo: Ryan Creary DESTINATION BC Seppe Mommaerts MANAGER, DESTINATION DEVELOPMENT Jonathan Heerema SENIOR PROJECT ADVISOR, DESTINATION DEVELOPMENT [email protected] THOMPSON OKANAGAN TOURISM ASSOCIATION Ellen Walker-Matthews VICE PRESIDENT, DESTINATION & INDUSTRY DEVELOPMENT 250 860 5999 ext. 215 [email protected] MINISTRY OF TOURISM, ARTS, AND CULTURE Amber Mattock DIRECTOR, LEGISLATION AND DESTINATION BC GOVERNANCE 250 356 1489 [email protected] INDIGENOUS TOURISM ASSOCIATION OF BC Greg Hopf 250 860 5999 EXT. 208 [email protected] | 2 TABLE OF CONTENTS I. EXECUTIVE SUMMARY ........................................................................1 6. A DISTINCTIVE DIRECTION ........................................................... 31 a. Vision II. ACRONYMS ...........................................................................................6 b. Goals 1. FOREWORD AND ACKNOWLEDGEMENTS..............................7 c. Guiding Principles for Destination Development d. Motivating Experiences 2. INTRODUCING THE STRATEGY .....................................................9 e. Development Themes a. Program Vision and Goals f. Interaction of Development Themes and Motivating Experiences b. Purpose of Strategy c. A Focus on the Supply and Experience 7. STRATEGIC PRIORITIES ...................................................................37 d. Methodology 8. IMPLEMENTATION FRAMEWORK .............................................58 e. Project Outputs a. Catalyst Projects 3. ALIGNMENT .........................................................................................14 b. Provincial and Regional Priorities c. Funding Programs 4. SUCCESS NETWORK........................................................................ 16 9. MEASURING AND MONITORING SUCCESS ........................ 62 5. A DISTINCTIVE DESTINATION ...................................................... 19 a. Geographic Description of the Area APPENDIX ................................................................................................ 63 b. Description of the Population Base, Communities Appendix 1: Planning Considerations included, and First Nations Appendix 2: Alignment Details — Strategies Reviewed c. Overview of Tourism Performance d. Key Visitor Markets e. Overview of Tourism Assets, Infrastructure, and Unique Selling Propositions f. Summary of Key Strengths, Challenges, and Opportunities g. Development Context — the Thompson Okanagan Regional Tourism Strategy FRONT COVER PHOTO: LAC DU BOIS GRASSLANDS, Andrew Strain (C) 2017 — 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 Thompson and Nicola Valleys Destination Development Strategy was developed to enhance the competitiveness of the planning area over the next 10 years and beyond. The strategy is part of Destination BC’s Destination Development Program. This Program is a critical part of In addition to supporting the underlying Destination BC’s corporate strategy goals of the provincial Destination and facilitates the collaboration of Development Program, the purpose of local, regional and provincial agencies, the strategy is to: First Nations, destination marketing • Provide strategic direction for the organizations (DMOs), tourism planning area and guidance for local operators, and other community interests and regional planning to guide the long-term growth of tourism in the North Thompson and • Enhance the North Thompson and Nicola Valleys. Nicola Valleys ability to leverage their resources and programs • Foster joint action and inter- community dialogue. NORTH THOMPSON AND NICOLA VALLEYS | 1 The strategy is intended to serve as a Meadows Park southwest to Savona, guide for tourism partners as they then remainder south of the area), L proceed with implementation and should (just south of Kamloops, along 5A), M, be tracked on a regular basis. While N, O, P (until Sun Peaks in tourism has two primary revenue drivers the east, without communities along — supply and demand, destination Highway 1) of the Thompson-Nicola The internationally development focuses on the supply side Regional District (TNRD). Municipalities recognized and and what is required to create a compelling include McBride, Valemount, Clearwater, visitor experience to attract new visitors Barriere, Sun Peaks, Kamloops, Logan preferred valley and entice repeat visitation. Lake, and Merritt. corridor connecting The strategy is one of three planning The geography of the planning area the North, the Rockies, area strategies specifically prepared includes the southern portion of the and the Coast, is a for the Thompson Okanagan region Robson Valley, the North Thompson vibrant destination that and one of 20 for the province. It Valley, and most of the Nicola Valley. was developed based on extensive, The primary cities are Kamloops offers a dynamic collaborative effort during a twenty- and Merritt. The bio-geoclimatic spectrum of year-round three month process that culminated characteristics of the planning area outdoor adventure and in the creation of a Situation Analysis are diverse, with the dry, sunny climate report and this document. and landscapes of the Nicola Valley, the opportunity to transitioning to the desert landscapes experience a fusion The North Thompson and Nicola of the Kamloops area, and moving Valleys planning area encompasses a of Interior Indigenous north up the North Thompson Valley, portion of the Regional District of from rolling fields to the rising elevations culture and frontier- Fraser-Fort George (RDFFG) electoral of the Monashee and Cariboo mountains pioneer heritage in its area H east of McBride, and electoral and eventually to the world’s only inland areas A and B, J (from Porcupine welcoming valley towns. temperate rainforest in the north. A tourism industry that understands its A. THE DIRECTION significance to local The vision for the planning area is based community plans, and related planning on the 10-year aspirations for the North frameworks. It also highlights underlying economies and works Thompson and Nicola Valleys expressed elements that differentiate the area. together to deliver by tourism partners during the And, these form the basis of the remarkable consultation process. strategy’s motivating experiences. experiences and In identifying development priorities With this vision in place, the development develop new for the North Thompson and Nicola focus is on four themes: opportunities. Valleys planning area, consideration • planning and sustaining the natural was given to building on the Embracing environment Our Potential strategic framework. Embracing Our Potential is the • transportation, connectivity, Thompson Okanagan’s ten-year regional and supporting infrastructure tourism strategy. • industry readiness This vision is closely aligned with the • the visitor experience current Thompson Okanagan 10-year regional tourism strategy, existing NORTH THOMPSON AND NICOLA VALLEYS | 2 B. THE OBJECTIVES In total, 43 objectives have been identified for the North Thompson and Nicola Valleys as a tourism destination corridor for the next 10 years. These are outlined by development theme. ACTIONS THEME 1: Planning and sustaining the natural environment IMPROVING APPROACHES TO ENHANCE STRATEGY AND COLLABORATION 1. Organize regional capacity for implementing and monitoring the Destination Development Strategy. 2. Raise the awareness of tourism values and interests in the Crown land management process. 3. Develop a more streamlined Crown tenure process that facilitates investment in more tourism products. 4. Advocate for development of new land and resource management strategies. 5. Develop a regional approach to resource road deactivation and the use of forest service roads used for circle routes. Encourage local government to include tourism policies and management direction in their Official Community Plans and to align bylaws with 6. neighbouring municipalities. Design a tourism disaster and emergency program that helps communities and industry prepare for, educate, measure, mitigate, and adjust to 7. major natural environmental events. STRENGTHENING MECHANISMS THAT WILL FOSTER SUSTAINABILITY Foster sustainability practices that improve the capacity and competitiveness of the tourism industry while leveraging TOTA’s Biosphere 8. destination accreditation. 9. Utilize big data in the planning and management of tourism within the planning area and the Thompson Okanagan tourism region as a whole. 10. Encourage BC Parks to undertake a new management strategy for Wells Gray Provincial Park. DEVELOPING AND MANAGING SUSTAINABLE TRAIL SYSTEMS 11. Develop a vision and strategy forum for an integrated trail network in the TOTA region. 12. Develop at least two epic trails in the region. 13. Encourage greater First Nations involvement in trail experiences. 14. Work to improve the consistency and clarity of trail