Appendix A FRASER VALLEY DESTINATION DEVELOPMENT STRATEGY ABBOTSFORD Photo: Sean Dalin DESTINATION BC Heather Boyd MANAGER, VANCOUVER, COAST & MOUNTAINS AND INDUSTRY PROGRAMS Shawna Leung BUSINESS ADVISOR, VANCOUVER, COAST & MOUNTAINS Jonathan Heerema SENIOR PROJECT ADVISOR, DESTINATION DEVELOPMENT [email protected] INDIGENOUS TOURISM ASSOCIATION BC 604 921 1070 [email protected] MINISTRY OF TOURISM, ARTS AND CULTURE Amber Mattock DIRECTOR LEGISLATION AND DESTINATION BC GOVERNANCE 250 356 1489 [email protected] FRASER VALLEY | 2 TABLE OF CONTENTS I. EXECUTIVE SUMMARY ........................................................................1 7. STRATEGY AT A GLANCE ............................................................... 33 a. Distinctive Destination for the Fraser Valley b. Distinctive Direction for the Fraser Valley 8. STRATEGIC PRIORITIES ..................................................................34 Theme 1: Build tourism strategically by investing and managing II. ACRONYMS ...........................................................................................4 growth collaboratively Theme 2: Accelerate the visitor-based evolution of Experience 1. FOREWORD AND ACKNOWLEDGEMENTS..............................5 the Fraser Theme 3: Accelerate river-based and mountain-based 2. INTRODUCING THE STRATEGY .....................................................7 product development a. Program Vision and Goals Theme 4: Deliver an exceptional visitor experience b. Purpose of Strategy Theme 5: Build a more success-friendly business environment c. A Focus on the Supply and Experience Theme 6: Prepare the destination and tourism businesses for d. Methodology digital transformation e. Project Outputs 9. IMPLEMENTATION FRAMEWORK .............................................49 3. ALIGNMENT ......................................................................................... 12 a. Catalyst Projects 4. SUCCESS NETWORKS .....................................................................14 b. Provincial and Regional Priorities c. Funding Programs 5. A DISTINCTIVE DESTINATION .......................................................17 a. Geographic Description of the Area 10. MEASURING AND MONITORING SUCCESS....................... 56 b. Description of the Population base, Communities, and Indigenous Communities APPENDIX .................................................................................................57 Appendix 1: Overview of Planning Process c. Description of Economy Base — Historical and Current Appendix 2: Planning Considerations d. Overview of Tourism Performance Appendix 3: Objectives by Priority and Implementation Timing e. Key Visitor Markets Appendix 4: Alignment Details — plans reviewed f. Summary of Key Strengths, Challenges, and Opportunities g. Experience Potential 6. A DISTINCTIVE DIRECTION .......................................................... 25 a. Vision b. Goals c. Guiding Principles for Destination Development d. Motivating Experiences e. Development Themes f. Interaction of Development Themes and Motivating Experiences FRONT COVER PHOTO: HARRISON LAKE, Graham Osborne (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 Fraser Valley planning area includes DESTINATION FOR Langley and Pitt Meadows to the west, THE FRASER Hope to the east, the US border to the VALLEY south, the peaks of Golden Ears Provincial Park and Harrison Lake to the north, and all parts in between. It includes portions of the Fraser Valley Regional District (FVRD) and Metro Vancouver, including Langley (City and Township), Mission, Maple Ridge, Pitt Meadows, Abbotsford, Chilliwack, Harrison Hot Springs, Kent, and Hope, as well as smaller communities in FVRD Electoral Areas A to H. FRASER VALLEY | 1 It also includes Indigenous communities Traditional major attractions for the and entrepreneurs in the Stó:lō Nation, area include Golden Ears Provincial In-SHUCK-ch Nation, Nlaka’pamux Park, Cultus Lake, Harrison Lake and Nation, and independent First Nations. hot springs, Circle Farm Tours, fishing, history and heritage, and festivals and The Fraser Valley has stunning events. It is also home to trendy landscapes that run the spectrum from restaurants, over 30 wineries, and a prairie-like vistas across the valley to growing number of breweries, all soaring mountains with alpine meadows, emphasizing farm fresh and local glacial lakes, and deep, rocky canyons ingredients. There is an abundance of that are home to the mighty Fraser outdoor recreation activities for all River. It has active cities and rural seasons, for all communities in the communities. The planning area is Fraser Valley. home to approximately 504,334 residents distributed among nine The following specific product experiences incorporated municipalities, 30 have potential as iconic products and/or Indigenous communities, and eight experiences for growth: unincorporated Electoral Areas. • River-based experiences The Fraser Valley has robust economies • Mountain biking in agriculture, tourism, education, • Trails — cycling, hiking health care, and aerospace. Tourism and recreation opportunities have long been • Indigenous cultural tourism a part of the economy in the Fraser • Wildlife viewing — land Valley planning area. Economic and waterways dependence on agriculture and the • Culinary natural resource sectors have changed to a more diversified economy that also • Festivals and events includes agritourism, viticulture, heritage tourism, manufacturing, and tech start-ups that continue to grow. The Fraser Valley’s largest visitor base are BC residents whose primary focus is on the Lower Mainland and Vancouver Island. The proximity to Seattle and the US border offer further market opportunities. FRASER VALLEY | 2 B. DISTINCTIVE The following 10-year vision was created DIRECTION FOR THE and aligned with existing planning frameworks, FRASER VALLEY as well as the aspirations of the type of destination tourism partners would like to see for the Fraser Valley. The Fraser Three destination development goals have been identified to support the vision for Valley is a the Fraser Valley: vibrant, 1. Increase the interest in travelling 2. Increase total number of visitors. to the Fraser Valley planning area from accessible, 3. Increase the total contribution of the key markets. visitor economy. world-class destination that is well managed These three goals will support the two common provincial goals: and enhances the 1. Lead Canada in growth of overnight 2. Secure the highest Net Promoter visitor economy and visitor expenditures. Score in North America. destination appeal. Specific motivating experiences identified for destination development include Against the backdrop the following; ARTS, CULTURE, AND HERITAGE are main pillars for all seven of rich culture and motivating experiences: history, the mighty 1. Experience the Fraser 5. Sport tourism Fraser River and wild 2. Outdoor recreation 6. Touring and/or road trips mountain vistas, we offer outdoor 3. Food and farm experiences 7. Festivals and events adventures, farm-fresh 4. Indigenous experiences experiences, and Six destination development themes were identified to strengthen the Fraser Valley opportunities to as a destination. Thirty-six objectives support these themes: experience our way THEME 1: Build tourism strategically by THEME 4: Deliver an exceptional of life around investing and managing growth visitor experience collaboratively every corner. THEME 5: Build a more success-friendly THEME 2: Accelerate the visitor-based business environment evolution of Experience the Fraser THEME 6: Prepare the destination THEME 3: Accelerate river-based and and tourism businesses for digital mountain-based product development transformation FRASER VALLEY | 3 II. ACRONYMS AEST Ministry of Advanced ITAC Indigenous Tourism Education, Skills & Training Association of Canada AGRI Ministry ITBC Indigenous Tourism of Agriculture Association of British Columbia ALC Agricultural Land Commission JTT Ministry of Jobs, Trade & Technology ALR Agricultural Land Reserve MRDT Municipal Regional District Tax BIA Business Improvement Area OCP Official Community Plan DBC Destination British Columbia RDMO Regional Destination Marketing DC Destination Canada Organization DMO Destination RMI Resort Marketing Organization Municipality Initiative DDS Destination TAC Ministry of Tourism, Development Strategy Arts and Culture EDUC Ministry TIABC Tourism Industry of Education Association of British ENV Ministry of Columbia Environment & Climate TRAN Ministry of Change Strategy Transportation and ETF Experience the Fraser Infrastructure FIN Ministry of Finance UBCM Union of BC Municipalities FLNR Ministry of Forests, Lands, Natural Resource UNDRIP United Nations Operations and Rural Declaration on the Rights Development of Indigenous Peoples FVRD Fraser Valley VCM Vancouver, Coast & Regional District Mountains Tourism Region