TOURISM PLANNING WORKSHOP LILLOOET&IMPLEMENTATION WORKSHOP February 12, 2015/June 30, 2015 District of Lillooet Marg Hohner 250-256-4289 [email protected] Destination BC Representatives: Aimee Epp (604) 660-1048 [email protected] Amy Thacker Cariboo Chilcotin Coast Tourism Region 250-392-2226 [email protected] Destination BC Facilitator: Suzanne Denbak (604) 905-9678 [email protected] 1 Table of Contents 1.0 Introduction and Methodology ................................................................................................. 4 Background ............................................................................................................................. 4 2008 Tourism Plan Goals........................................................................................................ 5 2008 Tourism Plan Strategies ................................................................................................. 5 Priorities for the Community Tourism Foundations Program ................................................ 7 2.0 Tourism Strategic Planning Process ....................................................................................... 13 3.0 Lillooet Tourism Vision .......................................................................................................... 14 4.0 Market Research .................................................................................................................... 15 4.1 Macro Environment ............................................................................................................ 16 4.2 Consumer & Travel Trends ................................................................................................ 16 4.3 BC Tourism Trends............................................................................................................. 16 4.4 Cariboo Chilcotin Coast Regional Profile and Vancouver, Coast & Mountains – Regional Profiles (2014) .......................................................................................................................... 17 4.5 Visitor Characteristics – By Market ................................................................................... 19 4.5.1 British Columbia Residents ......................................................................................... 19 4.5.2 Albertan Travellers ...................................................................................................... 19 4.5.3 Ontario Travellers ........................................................................................................ 20 4.5.4 US Travellers ............................................................................................................... 20 4.5.5 United Kingdom........................................................................................................... 20 4.5.6 Germany ....................................................................................................................... 20 4.6 Visitor Characteristics – By Activity .................................................................................. 21 4.6.1 Hiking (2009) ............................................................................................................... 21 4.6.2 Cycling and Mountain Biking (2009) .......................................................................... 21 4.6.3 Touring (2014) ............................................................................................................. 22 4.6.4 Heritage (2009) ............................................................................................................ 22 4.6.5 Aboriginal Cultural Tourism........................................................................................ 22 4.6.6 Fishing (2009) .............................................................................................................. 23 4.6.7 Festival Tourism Enthusiasts ....................................................................................... 23 4.7 Market Research Implications ............................................................................................ 24 Sector/Market Implications ................................................................................................... 24 5.0 Current Visitation to Lillooet .................................................................................................. 25 6.0 Lillooet – Current Situation Analysis ..................................................................................... 25 Access and Infrastructure .......................................................................................................... 26 Access to Lillooet ................................................................................................................. 26 Visitor Infrastructure ............................................................................................................. 28 Accommodation .................................................................................................................... 28 Restaurant/Retail ................................................................................................................... 29 Conclusions/Implications – Access and Infrastructure ......................................................... 29 Existing Visitor Experiences..................................................................................................... 30 Summary of Experiences ...................................................................................................... 30 Conclusions/Implications of Existing Visitor Experiences .................................................. 34 Existing Marketing and Promotion ........................................................................................... 35 Conclusions/Implications of Existing Marketing and Promotion ......................................... 43 7.0 Summary Tourism Strengths/Weaknesses/ Opportunities/Threats ........................................ 43 2 Strengths ................................................................................................................................... 43 Weaknesses ............................................................................................................................... 44 Opportunities............................................................................................................................. 44 Threats....................................................................................................................................... 45 8.0 Unique Selling Proposition & Target Markets ....................................................................... 45 9.0 Strategies and Tactics ............................................................................................................. 48 9.1 Access and Infrastructure Strategies .............................................................................. 49 9.2 Product/Experience Development Strategies ..................................................................... 53 9.3 Marketing/Promotion Strategies .................................................................................... 59 10.0 Implementation and Next Steps ............................................................................................ 74 Governance ............................................................................................................................... 74 Funding ..................................................................................................................................... 75 Priority Strategies...................................................................................................................... 76 Access/Infrastructure Strategies and Experience Development Strategies: ......................... 77 Marketing and Promotional Strategies.................................................................................. 78 3 1.0 Introduction and Methodology The following Community Tourism Plan for Lillooet summarizes the conclusions and implications developed during a planning session held on February 12, 2015. An initial draft plan was distributed and reviewed by participants. On June 30, 2015 stakeholders met again to review the plan and discuss priority action items to ensure tangible progress towards the tourism vision and objectives begins immediately. Comments received by email and during this second workshop have been incorporated into the plan that follows. The Community Tourism Plan recommends, where appropriate, access/infrastructure strategies, product/experience development strategies and marketing and sales strategies in support of Lillooet’s objective of growing the local tourism economy in a manner that supports the community’s values and vision for a sustainable future. As well, recommendations are made regarding how best to organize and fund implementation of this plan. Many participants in this planning process reflected upon the importance of protecting the very wilderness values upon which tourism in Lillooet relies. Appropriate and respectful use by residents and visitors is considered essential to ensure Lillooet’s biodiversity and ecosystem health is enhanced as visitation grows. A light footprint on the land is needed – one that considers environmental carrying capacity, addresses concerns such as invasive species, disturbance of sensitive ecosystems. Full participation and collaboration