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Transforming Communities Through Tourism

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Transforming Communities Through Tourism transforming Communities through Tourism a Handbook for Community Tourism Champions produced by: with the support of: Acknowledgements Contents Transforming Communities Through Tourism: A This BC Handbook was made possible through Handbook for Community Tourism Champions has generous financial support from the Union of BC Section 1 Section 2 Section 3 Section 4 Section 5 Section 6 Section 7 Section 8 Sources been produced to help community leaders throughout Municipalities. Terry Hood of the LinkBC network British Columbia realize greater benefits from tourism. coordinated this revision, in conjunction with input It encourages readers to better understand the industry, from a team of partner organizations. Appreciation is and helps them support an effective community-based extended to Laura Plant and Peter Harrison, Tourism tourism planning process. British Columbia; Linda Lee, Strategex Consulting Group; Marie Crawford, Union of BC Municipalities; This handbook was based on Transforming Peter Larose, Council of Tourism Associations of BC; Communities through Tourism: A Workshop for Tourism Mike Prescott, 2010 Legacies Now; Paula Amos and Community Champions, produced by the Tourism Brenda Baptiste, Aboriginal Tourism Association of Standards Consortium (TSC Western Canada) with BC; Nicole Vaugeois, Vancouver Island University/ support from Western Economic Diversification Canada. Tourism Research Innovation Project (TRIP); and Brian This workbook was designed to accompany workshops White, now with Royal Roads University. Thanks to offered in western and northern Canada. The project the students associated with TRIP who developed the was managed by Tourism Training Canada. Community Inspiration Profiles. Thanks to the TSC for permission to adapt this Sharing the not insignificant research and writing duties handbook into a stand-alone resource for the BC for this BC-focused handbook were Caroline Fisher tourism industry. and Sara Mimick. Morgan Westcott put her editors’ touch to the final manuscript. A special thanks to Guidance relating to program content and delivery Tourism British Columbia for use of their photo approaches for the original edition came from a steering collection, and to Davenport Maps in Victoria for use committee and review panel: Roy Anderson, Tourism of their roadmap of British Columbia. Saskatchewan; Carol Lumb, Saskatchewan Tourism Education Council; Bev Shuttleworth, Manitoba Tourism Enjoy, and thanks to all! Education Council; Bev Shuttleworth; Lillian Tankard, Travel Manitoba; Ann Hickmann, Alberta Before you start: many of the resources referred to Tourism Education Council; Louise McGillivray and in this handbook can be found on this great online Kevin Crockett, Alberta Ministry of Economic resource for communities involved with tourism Development; Darlene Doerksen, Yukon Tourism development: Education Council; and John Stafford, Tourism Training Canada. Thanks is also extended to the dozens of community leaders and future champions who used the draft your link to tourism & hospitality resources workbook in pilot workshops in seven communities in Alberta, Saskatchewan, Manitoba and Yukon. Their valuable input has been incorporated into the version Please make a point of checking it out at you are holding. www.bctorc.ca Research and writing for the original version was undertaken by Terry Hood (Project Co-ordinator), Caroline Fisher (Lead Writer), Geoffrey Bird, and Brian White (Project Team), from the Tourism and Outdoor Recreation Department of Capilano University, host institution for LinkBC: the tourism/hospitality education network. Ad van Haaften of Tourism Trends served as senior advisor to the project team. 1 Table of Contents Section 1: Getting Started 4 Background: BC Communities in Transition 4 Handbook Goals 5 Handbook Structure Section 2: Tourism: An Opportunity for Economic Diversification 6 Why Tourism? 8 What is Tourism? 8 What is a Tourist? 9 Where do BC’s Visitors Come From? 10 How Does Tourism Benefit Communities? 11 How Does Tourism Contribute to BC’s Economy? 13 Why Does Planning Make a Difference? 13 Tourism Is Not For Everyone 13 Planning Gives The Community Control 13 To Wrap Up... Section 3: Understanding the Tourism Industry 14 How is Tourism Unique? 14 How is the Industry Structured? 17 How is the Tourism Industry Supported? 26 How is the Tourism Industry Changing? 27 1. Aboriginal Tourism 29 2. Accessible Tourism 30 3. Sustainable Tourism 31 To Wrap Up. Section 4: Ingredients for Successful Community-Based Tourism Planning 32 Community-Based Tourism Planning 33 How Ready is Your Community For Tourism? 35 Community Participation: Involving Key Players 36 A Tale of Two Communities: Doomsville 37 A Tale of Two Communities: Boomsville 38 To Wrap Up... Section 5: Analyzing Your Tourism Situation 39 What Tourism Assets Exist Within Our Community? 41 What Trends May Affect Tourism Within Our Community? 41 What Types of, and How Many, Visitors Currently and Potentially Could Come to Our Community? 43 Tourism Promotion and Customer Service: How Do Visitors Perceive Us? 44 Surrounding Communities: What are Our Neighbours Doing with Regards to Tourism? 44 Situational Analysis: Strengths, Weaknesses, Opportunities and Threats Analysis (SWOT) 49 To Wrap Up Section 6: Creating a Community-Based Tourism Plan 50 The Bigger Picture: Tourism Development in Context 50 What’s Already Been Done: Make the Connection 2 Contents Section 1 Section 2 Section 3 Section 4 Section 5 Section 6 Section 7 Section 8 Sources 51 Issues for Rural Communities 52 Elements in a Community-Based Tourism Plan 53 1. Community Tourism Visiion 53 2. Tourism Objectives 53 3. Tourism Strategies 53 3a. Organizational Structures 55 3b. Funding Sources 55 3c. Target Markets 57 3d. Target Length of Stay 57 3e. Brand Positioning 59 4. Product Development 59 4a. Shaping Your Story 61 4b. Prioritizing Product Development Opportunities 61 4c. Partnerships and Packaging 64 5. Destination Development 64 5a. Welcoming Your Visitors 66 5b. Effective Signage 68 5c. Human Resource Development 70 6. Promotional Strategies 70 6a. Marketing Channels 71 6b. Online Presence 72 6c. Travel Shows and the Media 72 6d. Cooperative Marketing 74 6e. Strategic Marketing Partnerships 74 7. Research and Evaluation 75 To Wrap Up ... Section 7: Building Momentum for Your Community: Implementation 76 From Planning to Action: A Road Map 77 Staying on Track 78 Regular Reviews 78 Quick Wins 78 Maintain Communication 78 Keep Your Funders and Politicians in the Loop 79 Celebrate Successes 79 Don’t Rush 79 One Last Tip… Section 8: You Can Make a Difference: Community Tourism Champions 80 What is a Community Tourism Champion? 81 One of a Team 82 Acting as an Effective Liaison 84 Can I be a Champion in Any Job? 87 Last Words Section 9: Handbook Sources 88 Handbood Sources 3 Section 1 Getting Started Background: Handbook Goals BC Communities in Transition If you and your community are involved in tourism planning or development, this resource will provide you with a wide range of BC’s economy is changing. Over the last decade many BC foundational information to help you make good decisions moving communities have experienced a decline in the natural resource- forward. The three goals of this handbook are: based industries upon which they were founded. As the number of jobs in forestry, fishing, mining, and agriculture has decreased 1. To provide practical information and guidance on community- considerably, local businesses have struggled to survive and based and/or destination tourism planning and development. some residents have been forced to leave their communities in 2. To serve as a general reference of introductory information search of financial security. on the tourism industry, including tourism in BC. 3. To increase the tourism knowledge and expertise of individual To help reverse this situation, many communities have begun to “tourism champions” in BC communities. explore alternative economic opportunities, often identifying The primary audiences for this handbook are: 1) organizations tourism as an industry that can play a significant role in this and individuals in small to medium-sized communities considering diversification. introducing or formalizing tourism as a focus for economic diversification, and 2) organizations and individuals interested in To successfully build a solid future in tourism, BC communities enhancing their understanding about tourism. need to undertake effective, long-term tourism planning and development. This handbook is designed to assist communities Organizations promoting tourism development may include (but that are considering tourism as a means of economic diversification are not limited to) local governments (municipal, regional, and to help create or strengthen their approach in this area. First Nations), industry associations, destination marketing organizations (DMOs), chambers of commerce, visitor centres (VCs), local businesses, and community non-profit organizations and service groups (NGOs). Individuals may work within one of these organizations or be an interested private citizen. “Forestry, mining, fishing and An important consideration in developing this handbook was agriculture are still important, building upon and adapting existing resources and tools in the especially in communities where they areas of tourism planning and development. A significant amount of work has been undertaken, both within BC and elsewhere, to are big employers, but they are no assist communities in developing and
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