SOUTH CENTRAL ISLAND DESTINATION DEVELOPMENT STRATEGY UCLUELET AQUARIUM Photo: Ben Giesbrecht DESTINATION BC Seppe Mommaerts MANAGER, DESTINATION DEVELOPMENT Jody Young SENIOR PROJECT ADVISOR, DESTINATION DEVELOPMENT [email protected] TOURISM VANCOUVER ISLAND Calum Matthews DIRECTOR, DESTINATION DEVELOPMENT 250 740 1224 [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 604 921 1070 [email protected] SOUTH CENTRAL ISLAND | 2 TABLE OF CONTENTS I. EXECUTIVE SUMMARY ........................................................................1 6. A DISTINCTIVE DIRECTION .......................................................... 26 a. Distinctive Destination a. Vision b. Distinctive Direction b. Goals c. Guiding Principles for Destination Development II. ACRONYMS ...........................................................................................4 d. Destination Assessment 1. FOREWORD AND ACKNOWLEDGEMENTS..............................5 e. Motivating Experiences f. Development Goals and Themes 2. INTRODUCING THE STRATEGY .....................................................7 g. Interaction of Development Themes and Motivating Experiences a. Program Vision and Goals b. Purpose of the Strategy 7. STRATEGY AT A GLANCE ...............................................................34 c. A Focus on the Supply and Experience 8. STRATEGIC PRIORITIES .................................................................. 35 d. Methodology Theme 1: Planning and Collaboration e. Project Outputs Theme 2: Tourism Infrastructure 3. ALIGNMENT ......................................................................................... 13 Theme 3: Integrated Multi-use Trail System Theme 4: Technology Innovation 4. SUCCESS NETWORK........................................................................ 15 Theme 5: Human Resources 5. A DISTINCTIVE DESTINATION .......................................................17 Theme 6: Product Development a. Geographic Description of the Area 9. IMPLEMENTATION FRAMEWORK ............................................. 59 b. Description of the Population Base, Communities included, a. Catalyst Projects and First Nations b. Provincial and Regional Priorities c. Description of Economy Base — Historical and Current c. Funding Programs d. Overview of Tourism Performance e. Key Visitor Markets 10. MEASURING AND MONITORING SUCCESS....................... 63 f. Overview of Tourism Assets, Infrastructure, and Unique Selling Propositions APPENDIX ................................................................................................64 g. Summary of Key Strengths, Challenges, and Opportunities Appendix 1: Overview of Planning Process Appendix 2: Planning Considerations FRONT COVER PHOTO: CLAYOQUOT SOUND, Hubert Kang (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 A. DISTINCTIVE The South Central Island planning area DESTINATION encompasses an exceptionally diverse range of landscapes and ecosystems; from rainforests, meadows, mountains and marshes, to beaches, rivers, lakes, and oceans. Spanning from the west coast of Vancouver Island to the inside passage, the planning area is comprised of three regional districts: Alberni-Clayoquot, Nanaimo and Cowichan, and the Southern Gulf Islands, and 24 First Nations. The South Central Island is accessible have been attracted to the planning by ferry, airplane, floatplane, and area, shifting the economy to a motorcoach. service-based model. Home to approximately 275,000 Tourism to the South Central Island residents, the South Central Island has accounts for approximately 7% of the historically relied on its mining, forestry, area’s economic base, with most visitor and fishing industries, supported by its and industry metrics trending upwards rich endowment of natural resources. in 2015 and 2016. BC residents account As natural-resource industries have for the majority of visitations, with other suffered from boom or bust economic key markets including US residents, other cycles, new industries and businesses Canadians, and overseas visitors. SOUTH CENTRAL ISLAND | 1 The motivating experiences that might • The coastal creativity of the arts, serve as demand generators include: crafts and cultural sectors • Nature-based adventures • The welcoming, relaxed, and safe • Indigenous tourism experiences island-coastal lifestyle • The area’s rich history of settlement • The marine playground afforded by and industry the wealth of rivers, lakes, oceans, and islands in the planning area B. DISTINCTIVE The vision for the South Central Island Destination development in the South is aligned with existing community Central Island will be guided by the DIRECTION plans and planning frameworks, and tied following principles: to the aspirations of tourism partners as • Supports and enhances existing to the type of destination they would community values and aspirations like it to be in 10 years: • Builds on core attributes that make Every visitor will be inspired by our diverse the destination distinctive range of remarkable West Coast experiences that highlight the rich • Recognises the concept of cultural heritage of island life and the sustainability as the underlying mystical elements of nature where land core value and ocean meet. • Aligns with provincial strategic priorities that relate to tourism We will work as an inclusive and well- connected tourism “community” that is • Promotes collaboration and highly respected for its contribution to inclusivity as the basis of making local “quality of life”, our collaborative progress efforts to ensure the sustainability of • Celebrates and respects the role of the destination and the visitor economy, First Nations and the warmth of our welcome. Three destination development goals have been identified: 1. A go-to destination for EQ targets built on an exceptional combination of natural, built, and cultural experiences. 2. Widespread use of sustainability principles by local government, operators, and community partners. 3. A dynamic planning environment that embraces change through productive partnerships, strategic infrastructure priorities, and effective management practices. SOUTH CENTRAL ISLAND | 2 Six themes, containing 18 development objectives, are described within this strategy, along with the priority actions within each objective and the success networks needed to realize implementation. THEME 1: PLANNING THEME 4: TECHNOLOGY AND COLLABORATION INNOVATION • A new framework for regional • Expanded capacity for connectivity collaboration in the planning and • A greater integration of technology development of tourism into the visitor experience • Strengthened representation of • Increased update of technology best tourism interests within existing practices by tourism partners statutory planning processes • Sustainable tourism development THEME 5: HUMAN RESOURCES THEME 2: TOURISM • Enhanced labour supply INFRASTRUCTURE • Increased uptake of education, • A productive process for identifying training, and accreditation programs and prioritizing tourism infrastructure • Retention of existing businesses • Quality land, air, and water-side through succession planning transportation and community tourism infrastructure THEME 6: PRODUCT • Public tourism infrastructure DEVELOPMENT that leverages private sector tourism • Expanded year-round, market-ready investments tourism products and services THEME 3: INTEGRATED • Informed, competitive, and MULTI-USE TRAIL SYSTEM innovative tourism operators • Coordinated, inter-regional and • Sustainable experiences integrated community trail planning into local communities and culture • Consistent trail standards and branding • Development of at least one new iconic trail SOUTH CENTRAL ISLAND | 3 ACRONYMS AEST Ministry of Advanced ITBC Indigenous Tourism SGI Southern Gulf Islands Education, Skills and Association of British TAC Ministry of Tourism, Training Columbia Arts and Culture AGRI Ministry of JTT Ministry of Jobs, Trade TIABC Tourism Industry Agriculture and Technology Association of British ITAC Indigenous Tourism IRR Ministry of Indigenous Columbia Association of Canada Relations and Reconciliation TRAN Ministry of DMO Destination LBR Ministry of Labour Transportation and Marketing Organization Infrastructure MRDT Municipal Regional DBC Destination British District Tax (commonly TVI Tourism Vancouver Columbia referred to as the Island “Hotel Tax”) DC Destination Canada UNESCO United Nations OCP Official Educational, Scientific and DDS Destination Community Plan Cultural Organization Development Strategy RDMO Regional VC Visitor Centre FLNR Ministry of Forests, Destination Management Lands, Natural Resource WD Western Diversification Organization Operations and Rural WTA Wilderness Tourism Development RV Recreation Vehicle Association GO2HR The British SA Situation