METRO VANCOUVER DESTINATION DEVELOPMENT STRATEGY DESTINATION BC Seppe Mommaerts MANAGER DESTINATION DEVELOPMENT Jonathan Heerema SENIOR PROJECT ADVISOR, DESTINATION DEVELOPMENT [email protected] Jody Young MANAGER, VANCOUVER, COAST & MOUNTAINS AND INDUSTRY PROGRAMS INDIGENOUS TOURISM ASSOCIATION OF 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] BOWEN ISLAND Photo: Harbour Air Seaplanes TABLE OF CONTENTS I. EXECUTIVE SUMMARY ........................................................................1 6. STRATEGY AT A GLANCE ............................................................... 35 II. ACRONYMS ...........................................................................................4 7. PRIORITY INITIATIVES & ACTIONS ............................................. 36 a. Objectives & Actions 1. FOREWORD AND ACKNOWLEDGEMENTS..............................5 Theme 1: Overcoming Capacity Constraints Theme 2: Elevating the Visitor Experience 2. INTRODUCING THE STRATEGY .....................................................7 Theme 3: Engaging the Metro Vancouver Community a. What is Destination Development? A Focus on the Supply and Experience Theme 4: Partnerships and Regional Collaboration b. Methodology Theme 5: Business Responsibility, Sustainability, And Resilience 3. SUCCESS NETWORK ......................................................................... 11 8. IMPLEMENTATION FRAMEWORK ............................................. 53 a. Catalyst Projects 4. A DISTINCTIVE DESTINATION ...................................................... 13 b. Provincial and Regional Priorities a. Planning Area Overview b. Overview of Tourism Performance 9. MEASURING AND MONITORING SUCCESS .........................57 c. Summary of Key Strengths, Challenges and Opportunities APPENDIX ................................................................................................ 59 5. A DISTINCTIVE DIRECTION .......................................................... 25 Appendix 1: Destination BC Destination Development Program A. Vision Appendix 2: Objectives by Priority and Implementation Timing b. Goals Appendix 3: Planning Considerations c. Guiding Principles for Destination Development d. Motivating Experiences e. Development Themes FRONT COVER PHOTO: STANLEY PARK, VANCOUVER, Jordan Manley (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 Metro Vancouver Destination Development Strategy focuses on increasing the capacity for responsible tourism growth and ensuring the visitor experience is enhanced to better disperse visitors and spread the benefits of tourism to all communities. Metro Vancouver is a distinctive Maple Ridge to Metrotown, and all destination, known around the world places in between. The future of for its natural beauty, cultural diversity, tourism in Metro Vancouver is set for and quality of life. It is attractive to continued growth. The Tourism Vancouver visitors and has tremendous strengths 2030 Draft Scenario Report projects in terms of its infrastructure and natural the visitor economy in the metro area assets that support tourism. Other key will increase from $5.1 billion in 2017 to assets that lure visitors include Stanley $8.7 billion by 2030, a 4.2% average Park, the North Shore mountains, the annual increase. Vancouver Convention Centre, YVR airport, abundance of cultural and sport But growth must be balanced with facilities, rural communities, world-class the ability to manage the growth in a attractions, and the cruise ship terminal, responsible and sustainable way. among others. Investment and capacity building are required to keep pace with future visitor The tourism industry in Metro Vancouver demand. Currently, there are significant is an integral part of the overall economy. capacity constraints that need to be Tourism contributes approximately $4.8 addressed, such as needing more billion to the Metro Vancouver economy accommodations, convention and annually and supports over 70,000 full meeting spaces, staff positions, and time jobs, from Langley to Lions Bay, cruise ship capacity. METRO VANCOUVER | 1 Metro Vancouver is made up of multiple METRO VANCOUVER IS A unique communities, neighbourhoods, BIGGER, MORE ENRICHING and experiences that contribute to one overall experience for the visitor. GATEWAY, AND ATTRACTS Coordinated efforts should be made to A WIDER VARIETY OF elevate the entire experience, including VISITORS THANKS TO creating new experiences to inspire visitors to explore and stay overnight. ITS EXPANDING GLOBAL Everyone needs to work together to REPUTATION AS A better connect visitors to the BEAUTIFUL, SMART experiences and amenities throughout all communities in Metro Vancouver. METROPOLITAN AREA WITH A FUSION OF INSPIRING Tourism provides many benefits to the residents of Metro Vancouver. As an PEOPLE AND IDEAS. important part of tourism, Metro METRO VANCOUVER’S Vancouver residents need to be DIVERSITY OF CULTURAL engaged more in how tourism develops in their communities. Tourism has a URBAN EXPRESSION IS bigger role to play in environmental JUST AS POWERFUL OF sustainability leadership, emergency A DRAW AS ITS STUNNING management, and supporting the unique values of our community. NATURAL BEAUTY. As a gateway to the rest of the METRO VANCOUVER province, Metro Vancouver plays an OFFERS A SEAMLESS, important role in the success of the entire BC tourism industry. A SINGULAR DESTINATION coordinated regional approach is EXPERIENCE FROM THE needed, and provincial aspirations for MOMENT VISITORS tourism also need to be supported. ARRIVE. THE SUCCESS This Metro Vancouver Destination OF METRO VANCOUVER Development Strategy sets out a bold vision that brings all communities IS THE RESULT OF together to work on ensuring the BOLD LEADERSHIP, destination is relevant to visitors and COORDINATED PLANNING grows responsibly over the next 10 years. EFFORTS, AND INNOVATIVE The vision for Metro Vancouver is based PARTNERSHIPS. RESIDENTS on alignment to existing planning frameworks as well as the aspirations of SUPPORT SUSTAINABLE what type of destination tourism partners DESTINATION would like Metro Vancouver to be in MANAGEMENT THAT 10 years: ENRICHES THE QUALITY OF LIFE AND SPREADS PROSPERITY. METRO VANCOUVER | 2 Six destination development goals have Specific motivating experiences been identified to support the vision for identified for destination development Metro Vancouver: include the following: 1. REALIZE POTENTIAL: Sustainable 1. Nature & Wellness growth of tourism visitor spending 2. Major Events 2. MANAGED GROWTH: Responsible visitor volume growth 3. Indigenous Experiences 3. SPREAD THE BENEFITS: Increase 4. Cultural Expression & Urban visitor dispersion outside the city Creativity of Vancouver 5. Coastal Heritage and Waterways 4. LOCAL SUPPORT: Increase 6. Cruise community engagement and resident support for tourism Five destination development themes have been identified to focus strategic 5. SUSTAINABLE PRACTICES: efforts against strengthening Metro Demonstrate global leadership in Vancouver as a destination. 24 responsible, sustainable tourism objectives and subsequent actions 6. UP OUR GAME: Increase support these themes: competitiveness THEME 1: Overcoming Capacity Constraints These six goals will support the two common provincial goals: THEME 2: Elevating the Visitor 1. Lead Canada in growth of overnight Experience visitor expenditures Theme 3: Engaging the Metro 2. Secure the highest Net Promoter Vancouver Community Score in North America THEME 4: Partnerships and Regional Collaboration THEME 5: Business Responsibility, Sustainability, and Resilience METRO VANCOUVER | 3 ACRONYMS AEST Ministry of Advanced Education, MRDT Municipal Regional District Tax Skills & Training MVRD Metro Vancouver Regional AGRI Ministry of Agriculture District BIA Business Improvement Association RDMO Regional Destination Marketing Organization DBC Destination British Columbia RMI Resort Municipality Initiative DMO Destination Marketing Organization TAC Ministry of Tourism, Arts and Culture EDUC Ministry of Education TIABC Tourism Industry Association ENV Ministry of Environment & of British Columbia Climate Change Strategy TRAN Ministry of Transportation and FIN Ministry of Finance Infrastructure FLNR Ministry of Forests, Lands, UNDRIP United Nations Declaration on Natural Resource Operations and the Rights of Indigenous Peoples Rural Development VCM Vancouver, Coast & Mountains FVRD Fraser Valley Regional District tourism region IRR Ministry of Indigenous Relations YVR Vancouver International Airport and Reconciliation YXX Abbotsford International Airport ITAC Indigenous Tourism Association of Canada ITBC Indigenous Tourism British Columbia METRO VANCOUVER | 4 ABERDEEN CENTRE, RICHMOND Photo: Tourism Richmond 1 FOREWORD AND ACKNOWLEDGEMENTS FOREWORD This Metro Vancouver Destination