Developing a Tourism Plan

Any community or sector that is taking a proactive approach to tourism needs to have a
plan. Depending on the size and sophistication of your community or sector, the tourism
plan may be just a few pages or, with supporting material, or a lengthier document.
However, even in the largest and most sophisticated community or sector, the core plan
should be clear, concise, and state a few key strategies that the community or sector
will undertake.
Before creating your tourism plan, be sure to check out the provincial Five-year Strategy
for Tourism in British Columbia: Gaining the Edge as a point of reference, as well as the
Destination BC corporate strategy.

The Planning Process

A tourism plan serves as the embodiment of the overall vision and economic goals, and
provides a roadmap for the years ahead. A tourism plan should ideally encompass three
to five years and be flexible enough to take new, unexpected opportunities into
consideration during implementation.

Key Points in the Planning Process

Through the planning process, think about measureable achievements and how they fit
into tourism development. Prioritize planned actions in a way that provides clarity,
generates discussion and achieves buy-in from stakeholders.
1. Defines the business situation past, present and future
2. Defines the tourism-related opportunities and problems facing the community or
sector
3. Establishes specific and realistic business objectives
4. Defines strategies and tactics required to accomplish the objectives
5. Establishes a timetable and pinpoints responsibility for execution of programs

6. Establishes control and review procedures to monitor effectiveness of programs

and performance against the defined objectives
Think about the planning process as a cycle that is iterative and builds over time so that
as you gain more experience in how successful different activities are, this learning can
be applied to the next plan. This means that the plan evolves each time.

The Strategic Planning Cycle

The strategic planning cycle typically takes place over a year. An updated plan is
prepared annually to incorporate learning from the past years activities to enhance
planning for the following year.
Principles of successful tourism development include:
Visitor Needs
B.C. businesses, communities and sectors must be responsive to the needs of their
visitors. They must understand visitor needs first, develop tourism experiences to meet
those needs, and then market the tourism experience to the appropriate type of visitor.
Inclusiveness
To address the issues and opportunities facing the tourism industry, consultation and
collaboration across all areas of the province and all levels of the industry is needed to
form the basis of a plan.
Effective Partnerships
Tourism is a fragmented industry and effective partnerships among tourism operators,
sectors, destination marketing organizations, educational institutions, and all levels of
government are essential to building a cohesive, strong and sustainable tourism
industry in British Columbia.
Sustainability

Tourism in B.C. should be developed in a manner that recognizes the need for economic,
social, cultural and environmental sustainability.
Stakeholder Support
To be successful, tourism development needs to be supported by the majority of
stakeholders including businesses, local government, and residents.

What a Tourism Plan Does

A formal planning process provides structure and rigour to decision-making and
culminates in the written tourism plan that is typically prepared or updated.
The tourism plan gathers and distils the learning of the community or sector in one
document and charts a path to achieve business objectives. Specifically, the tourism
plan answers the following questions:

What are the current economic and tourism conditions?

What opportunities and problems are you facing?

What business objectives related to tourism do you expect to achieve?

What tourism products do you have that are of interest to visitors?

What do you need to do to make your tourism products of greater interest to

visitors?

Who are your visitors?

Why should they visit your community rather than another community?

How will you communicate your tourism products to potential visitors?

Who will do what, when?

How are you going to measure your progress so you can learn from the
experience?

Structure of a Tourism Plan

Prior to preparing the tourism plan, a thorough situation analysis should be
completed. The two main stages include:

The Situation Analysis

The Tourism Plan

Components of a Situation Analysis

The situation analysis is a factual document and analyzes the information you have
gathered in preparation for writing the tourism plan. The situation analysis answers two
key questions:

What are the current economic and tourism conditions?

What opportunities and problems are you facing?

The situation analysis is an integral part of the tourism plan as it lays the foundation
and analyzes the available information to make informed decisions that are described in
the tourism plan. The sections in the situation analysis may include the following:

Heading
Introduction and
methodology
Tourism product
and destination
analysis

Macro environment

Description
Background on the community or sector and its intent
regarding tourism development and the process being
followed to develop the tourism plan.
Analysis of current and planned community or sector
tourism products, based on completed inventory.
Identification of any infrastructure and policy issues.
Review of general product development issues such as
human resources, residents views of tourism,
awareness of tourism among businesses, quality
issues, policy issues (tenure etc.)
Global tourism and economic trends.

B.C. tourism trends

Visitor
characteristics

Evaluation of
previous tourism
marketing
activities
Community or
sector tourism
organization
structures
Comparative
analysis of other
communities or
sectors
Strengths,
weaknesses,
opportunities, and
threats
Conclusions and
implications

Market size including number of visitors and visitor

revenue, growth, visitor origin, relevant tourism
product sector trends, and forecasts of tourism to B.C.
and for the sector, if available.
Relevant visitor demographics, attitudes and
behaviour, and spending patterns of visitors utilizing
sector products, compared to visitors to the region or
B.C., based on available information.
If appropriate, characteristics of visitors by tourism
product sector could be included.
Summary of previous tourism marketing activities for
the community or sector and their results, if available.

If a community or sector has not yet decided on an

organizational or funding structure, an examination of
potential structures could be included.
Community Partners
Review other communities or sectors to learn about
best practices, opportunities to cross promote and
partnership opportunities.

A summary of the strengths, weaknesses,

opportunities, and threats resulting from a facilitated
planning session.

The key insights from the situation analysis and

planning session that identify the fundamental areas
the tourism plan must address.

Components of a Tourism Plan

The tourism plan identifies areas the community or sector will focus on to build its
tourism business and the steps it needs to take to achieve desired results. The tourism
plan answers the key questions:

What business objectives related to tourism does your community or sector

expect to achieve?

What type of growth does your community or sector want to achieve? In the
short term? Over the longer term?

How will your community or sector achieve these objectives? What type of
tourism products will you need? What type of visitor are you hoping to attract?

The sections in the tourism plan may include the following:

Heading
Vision and
mission

Objectives

Description
The vision is future focused, something to be pursued, a
destination, inspirational, and verifiable.
The mission is present focused, reason for being, a
roadmap, concrete, and measurable.
Vision Examples
Vision Examples
Sector:
To Be Recognized As the Most Diverse Mountain Biking
Destination in the World
~Western Canada Mountain Bike Tourism Association Tourism
Plan
Community:
Strong Tourism Economy within a Strong Economic Mix
~ Squamish Tourism Plan
To successfully market and facilitate the development of a
unique all-season resort community, where stakeholders
demonstrate total commitment to strengthening the tourism
economy; the visitor experience is characterized by quality,
seamless service delivery; and, the entire community
appreciates the benefits.
~ Kimberley Tourism Plan
Tourism Langley is committed to growing tourism in a
sustainable manner. This will be accomplished by facilitating and
promoting high quality tourism experiences that are of interest
to visitors, in partnership with the community and other tourism
organizations.
~ Langley Tourism Plan
To become a sustainable year round tourism destination offering
visitors a high quality experience that focuses on the regions
cultural and natural features and preserves the rural character,
environment and quality of life for local residents.
~ Harrison Tourism Plan
To deliver a unique visitor experience that embraces the
authenticity of the community, celebrates its local
distinctiveness, and contributes to the overall sustainability of
Salt Spring Island.
~ Salt Spring Island Tourism Plan

Quantifiable results the sector or community expects to

achieve. Objectives should be realistic, achievable, yet
challenging, with a timeframe and should be something
you can measure.
Typically, objectives are stated as the number of visitors,
or visitor revenue desired by a certain date. If the number
of visitors is difficult to obtain, indicators can be used,
including the increase in number of visitors to a selected
sample of operators, number of enquiries, etc.
Objectives Examples
Sector:
For each of the years 2013 and 2014, the rate of growth in the
snowmobile sector in BC is to grow at 2% higher than the rate of
growth as overall tourism in BC. This means that if tourism
growth in BC is 5% in 2013, snowmobile tourism would grow at
7%
~ British Columbia Snowmobile Federation Tourism Plan
Community:
From 2010 to 2014, room revenue and tourism revenue in
Prince George will achieve the same rate of growth as BC
annually. This means that if room revenue grows by 5% in BC, so

Implementing Your Tourism Plan

In This Section
Sustainable Tourism

,Tourism Industry Programs

,Tourism Checklist

Once a plan is in place, implementing the strategies and tactics is the next step. This
section provides insights into funding options, sustainability practices and marketing
program information for businesses, communities and sectors.

Sustainable Tourism
A vibrant and attractive destination is critical to the success of British Columbia's...

Tourism Industry Programs

Destination British Columbias mandate is to support and promote the business of
tourism...

Tourism Checklist
The following "tourism checklist" offers multiple ways your business, community or...

Sustainable Tourism

A vibrant and attractive destination is critical to the success of British Columbia's

tourism industry. Travelers are attracted to our Super, Natural environment; however,
as visitation increases, so does the impact on our resources. For tourism to continue to
be successful in B.C., tourism businesses, communities and sectors need to incorporate
sustainable practises into their operations that recognize the importance of
environmental, economic, social and cultural values.

What is Sustainable Tourism?

Sustainable tourism is not a niche form of tourism, but rather a way of doing business.
There are many definitions of sustainable tourism; however, the mostly widely
recognized definition is provided by The United Nations Environment Program and The
World Tourism Organization: Tourism that takes full account of its current and future
economic, social and environmental impacts, addressing the needs of visitors, the
industry, the environment and host

What are the benefits of Sustainable Tourism?

By adopting sustainable practises, businesses can:
Save Money
Reduce costs by taking steps to limit the amount of energy, water and waste while also
reusing available business resources.

Protect Resources
Protect environmental and cultural resources that are used to create a memorable
visitor experience and ensure that theyre available for generations to come.
Differentiate Your Businesses
Develop a competitive advantage by establishing and publicizing sustainable business
practices as a point of difference.
Attract Quality Labour
Attract and retain quality employees by implementing policies that meet with employee
values and concerns.
Add Resiliency
Ensure survival over the long term through the use of sustainable practises that will
result in lower costs, stronger supply networks and partnerships.

B.C. Resources and Links

Sustainable Tourism (Tourism Business Essentials Guide)
This practical guide will assist business operators in making their business
environmentally responsible. With relatively few changes, businesses can realize
financial savings and a competitive edge when marketing to consumers with increased
environmental awareness and demands.
Climate Action Plan
The Climate Action Plan is B.C.s roadmap to a new, prosperous, green economy for the
province. It outlines strategies and initiatives to take B.C. approximately 73 per cent
towards meeting the goal of reducing greenhouse gas emissions by 33 per cent by
2020.
BC Hydro Business Incentives
B.C. has a variety of incentives for businesses to "go green". Check out BC Hydro's list
and learn more about BC Hydro Power Smart and other B.C. business incentives.

Other Resources and Links

Green Key Eco-Rating Program
The Green Key Eco-Rating Program is a graduated self-assessment rating system
designed to recognize hotels, motels and resorts that are committed to improving their
environmental and fiscal performance.
Green Your Business: Toolkit for Tourism Operators

Developed by the Tourism Industry Association of Canada in partnership with the

Canadian Tourism Commission and Parks Canada, this Toolkit is a best practices guide
that provides tourism operators with practical, user-friendly tips and guidance on
greening their businesses.
The International Eco-Tourism Society (TIES)
TIES is committed to promoting the principles of ecotourism and responsible travel. With
the goal of uniting conservation, communities and sustainable travel, TIES serves its
members in over 120 countries, as the global source of knowledge and industry
outreach.
The World Tourism Organization
A specialized agency part of the United Nations that encourages member countries,
tourist destinations and businesses to maximize the positive economic, social and
cultural effects of tourism and fully reap its benefits, while minimizing its negative
impacts.
Tourism Cares
Tourism Cares is a non-profit organization that aims to preserve the travel experience
for future generations through awarding grants to natural, cultural and historic sites
worldwide and by presenting academic and service-focused scholarships to hospitality
and tourism students.

Tourism Industry Programs

Destination British Columbias mandate is to support and promote the business of

tourism throughout the province. As a destination marketing organization, Destination

British Columbia is structured to develop and deliver programs and services that inspire
visitors to travel BC, ensure they have a remarkable experience while here, and
encourage referrals and repeat visitation.
Destination British Columbia has a number of resources and opportunities available to
assist tourism industry operators in growing and developing their businesses and
engaging in BCs powerful marketing network. Explore the range of resources available
by viewing the following links.

Connecting with Consumers

Through Destination British Columbia's consumer and industry programs, millions of
people from around the world are encouraged to visit British Columbia every year. Here
you will find details on many diff ...
Learn more about Connecting with Consumers.
Quick Links

HelloBC.com

HelloBC Listings Program

Travel Media

Publications

Connecting with Travel Trade

Discover how you can connect an outstanding tourism product with the travel trade for
promotion to potential visitors from around the world. Here you will find information
about Destination British Columbia...
Learn more about Connecting with Travel Trade.
Quick Links

Travel Trade Programs - North America

Travel Trade Programs - Overseas

Trade Shows

Maximizing the Visitor Experience

The quality of a visitor's vacation experience in BC is critical to the ongoing success of
the tourism industry. Learn more about the programs and initiatives created to enhance

visitors' experiences ...

Learn more about Maximizing the Visitor Experience.
Quick Links

Quality Assurance Services

WorldHost Training Services

Tourism Workforce Development

Visitor Centre Network

Building & Growing Your Business

Destination British Columbia works closely with industry partners to promote the growth
and development of the tourism industry. In this section you will find programs that
provide useful tools for tourism businesses a ...
Learn more about Building & Growing Your Business.
Quick Links

Regional Tourism Programs

Community Tourism Programs

Sector Tourism Programs

Tourism Business Essentials

Additional Marketing Resources

Additional Marketing Resources.
Quick Links

Image Bank

British Columbia Magazine

Community Tourism Programs

Destination British Columbia works with the province's Regional Destination Marketing
Organizations (RDMOs) and communities throughout the province on tourism
development initiatives. Two community-based programs work closely with groups
looking to develop tourism in their area for both the long and short-term.
The Community Tourism Foundations program is designed for communities seeking
assistance in long-term destination planning. The Community Tourism

Opportunities program provides implementation-level cooperative marketing support for

communities that have identified specific tactics for moving their local tourism industry
forward. Destination British Columbia also works with industry partners on a number
of sport tourism initiatives. See below for more information on specific programs.

Community Tourism Foundations

The Community Tourism Foundations program assists communities to develop a
comprehensive...

Governing for Success - Enhancing Board Performance Workshop

This full-day, professionally facilitated workshop will assist you to design and
implement...

Community Tourism Opportunities

Community Tourism Opportunities

Community Tourism Opportunities (CTO) is a province-wide program that provides

cooperative funding for eligible tourism activities in communities throughout BC. The
program is designed to assist communities that are in a position to implement their own
tourism building initiatives.

How does the program work?

Through one-on-one consultations with communities, representatives from the Regional
Destination Marketing Organizations (RDMO) begin assessing trends region-wide,
looking for efficiencies, reviewing all funding options available, and potentially assisting
communities in prioritizing marketing activities. If the Community Tourism Opportunities
program is identified as an option for funding support according to the program
guidelines, the RDMO prepares the project proposals on the communitys behalf.
Eligible activities for Community Tourism Opportunities cost-shared funding must focus
on incremental tourism related projects that are initiated by the community.
The community must have sufficient funding to pay project-related expenses in full prior
to claiming their allotted reimbursement. Destination British Columbia provides the
RDMOs with the funds to reimburse communities for their approved CTO projects.
CTO project proposals will be evaluated against the following factors:

Recommendations from the Regions

Existing Community Tourism Foundations commitments

Demonstrated need in the absence of practical alternatives

Past performance

Forecast and measurable project effectiveness

Destination British Columbia objectives at the local, regional and provincial levels

Available program budget

Contact Information
For more detailed information on the program and eligible activities, please contact
your regional office or Destination British Columbia's Community Partnerships
department: communitypartnerships@destinationbc.ca

Destination BC Interim Co-op Marketing Program

The Destination BC Interim Co-operative Marketing Program (Interim Program) is an
application-based...

Sport Tourism
The Canadian Sport Tourism Alliance defines sport tourism as any activity in which
people are..

Tourism Checklist

The following "tourism checklist" offers multiple ways your business, community or
sector can maximize industry engagement.
1. How Ready is your tourism business? Be familiar with the Tourism Market Ready
Standards and do the Self-Assessment Checklist.
2. Check out Destination BC's new three-year corporate strategy.
3. Contact your applicable Regional Destination Marketing Organizationto learn
more about program opportunities and sign-up for informational newsletters
available to stakeholders.
4. Become an active stakeholder in your local Community Tourism Organization.
5. And, get engaged in Destination BCs consumer social media accounts.
6. Subscribe to Destination British Columbia's Research, Planning and Evaluation's
mailing list to receive monthly notifications about the latest research
publications.
7. Participate in the HelloBC Listings Program and getting your marketing
message out to approximately 9 million visitors! Learn about all the HelloBC
consumer websites - North America, China, UK, Australia, Japan, Germany and
Mexico.
8. Attend B.C.'s annual Tourism Industry Conference, which works to unite the
industry and provide a forum for discussion, business development and
networking opportunities.

9. List your Festivals and Events for FREE on HelloBC.com.

10. Subscribe to Destination British Columbia's Newsletter.

Provincial Tourism Strategy and Policy

About the Branch
The Tourism Strategy and Policy Branch is a branch within the Ministry of Jobs, Tourism
and Skills Training. Although many parts of the provincial government deliver tourismrelated activities, this is the Branch within the British Columbia provincial government
focused on aligning provincial tourism activities and setting the strategic direction.

Ministry accountabilities for tourism include:

Coordination - Managing the relationship between Destination British Columbia

and government.

Strategic Policy - Developing and leading the coordinated implementation of

the provincial governments agenda for tourism.

Legal Framework - Overseeing any required legislative or regulatory changes.

British Columbias tourism sector is a key economic driver of the provincial economy.
Tourism is profiled within Canada Starts Here: The BC Jobs Plan, the provincial
governments plan for attracting new investment into our economy, and creating and
protecting jobs for families in British Columbia.
Additionally, the Provincial Government has a focused agenda specifically for tourism,
outlined in Gaining the Edge: A Five-year Strategy for Tourism in British Columbia 20122016. This plan was designed to increase visitor volume, tourism revenue and
employment, which will be achieved by:
1. Leadership through partnership and coordination
2. Focused marketing
3. World class visitor experiences
4. Removing barriers to growth
September, 2015: The Provincial Government has updated its provincial Tourism
Strategy, Gaining the Edge: 2015-2018.
For further information on provincial/federal tourism strategies, see the Other TourismRelated Strategies section below.

About Our Work

Tourism Strategy and Policy Branch responsibilities

include:

Acting as Ministry representative for developing and leading the implementation

of the Provincial strategies for tourism (i.e. BC Jobs Plan and Gaining the Edge)

Engaging with all British Columbia provincial government agencies/ministries

with mandates that impact tourism, and identifying and leveraging opportunities
between the various mandates

Coordinating activities between the Ministry of Jobs, Tourism and Skills Training,
Destination British Columbia the Ministrys key tourism partner and other
British Columbia provincial ministries that implement operational aspects related
to tourism

Working with other provincial/territorial, federal and international agencies with

mandates that impact the travel and tourism industry in British Columbia

Fostering the development of policies that encourage sustainability and growth

for the travel and tourism industry in British Columbia

Ensuring that provincial decisions are informed by the needs of the tourism
industry

Engaging with the Ministers Council on Tourism

If You Would Like Information On:

The Tourism Strategy and Policy Branch works on a host of projects that support the
British Columbia tourism industry. Please visit Tourism Strategy and Policys website if
you would like information on:

Visas, borders and air access issues/opportunities

United States collaborations

Legislation and policy that impacts tourism

Cross-government initiatives for tourism

British Columbias emergency preparedness plan for travellers

Accessible tourism

Climate adaptation and its impact on tourism

Concerns related to Crown land use for tourism purposes

Other Tourism-Related Strategies

Canadas Federal Tourism Strategy: Welcoming the World was designed to bring greater
alignment to programs and services that support the tourism industry. The four priority
areas are:
1. Increasing awareness of Canada as a premier tourism destination
2. Facilitating ease of access and movement for travellers while protecting the
safety and integrity of Canada's borders
3. Encouraging product development and investments in Canadian tourism assets
and products, and
4. Fostering an adequate supply of skills and labour to enhance visitor experiences
through quality service and hospitality
BC Tourism Labour Market Strategy has been developed by go2hr, the tourism
industrys human resources association, in the context of the BC Jobs Plan, Gaining the
Edge, Skills for Growth: BCs Labour Market Strategy to 2020 and Welcoming the World.
Go2hr works closely with the provincial and federal governments on tourism and
hospitality labour issues so that the priorities and strategies identified by go2hr, the
industry and the government are complementary.
Connecting with the World Aviation Strategy for British Columbia is a key part of The BC
Jobs Plan. A dynamic aviation sector is critical to enabling visitor access to all areas of
the province through B.C.s airports.

Visitor Services

Williams Lake Visitor Centre

Todays visitor services are about ensuring exemplary visitor information is available
when and where visitors need it, with easy and dynamic access from anywhere in BC, at
any time.
As part of our new corporate strategy, we are working with the Visitor Services Network
and the entire tourism industry to expand the delivery of visitor services for the future,
by creating more contemporary and innovative approaches to serving our guests
information needs as they travel throughout the province.
We are working with communities to evolve their visitor services to incorporate forwardthinking online, mobile and crowd-sourcing channels, alongside traditional visitor
centres, as appropriate to each community. Between November 2014 and July 2015,
Destination BC conducted 20 consultation meetings with local communities across the
province to ensure they can meet the needs of today's travellers, assessing which
business management model makes the most sense for the future, and allowing more
community input and flexibility in providing visitor services.
In 2015, DBC provided over $200,000 in support for over 30 projects across BC that will
test and document new, innovative approaches to providing visitor services such as
mobile kiosks, roaming visitor counsellors, state-of-the-art touch screen kiosks and
social media channels. Learnings from these pilot projects will be made available via an
eLibrary for other communities to learn from and build upon in the coming years.

In 2016, a new, application-based Innovation Fund will be available to support current

Visitor Services Network member communities with visitor services projects that help
them adapt to changing needs and expectations of visitors.
Should you have further questions regarding the visitor services strategy, please
contact Ninette Ollgaard, Director of Visitor Services at 250.356.0453 or
Ninette.Ollgaard@destinationbc.ca

Community Visitor Centres

More than 100 community-based Visitor Centres throughout British Columbia comprise
the Visitor Services Network. Visitor Information Counsellors have a direct impact on
visitors impressions of British Columbia, providing real-time, personalized visitor
services through the visitors channel of choice and inspiring longer stays and travel in
all regions of the province. In 2014, the Community Visitor Centres served more than
2.4 million visitors.
In 2015, the Visitor Services Network Program membership requirements have been
made more flexible as we consult with members, sponsor organizations and local
municipal or regional bodies that currently support visitor services in their communities.
The goal of the new visitor services strategy is to provide support, and tools and training
to those communities and Visitor Centres that wish to have more flexibility in how they
connect with visitors.
In September 2015 Destination BC introduced a new 3 year-base funding model for the
Visitor Services Network which will ensure more stable, predictable and equitable
distribution of funding.
Tourism businesses should ensure Visitor Information Counsellors have access to up-todate information by registering products and services in the HelloBC Listings Program.
See a list of Visitor Centre locations

Visitor Centre Network Statistics Program

As members of the Network Program, Visitor Centres record statistics using Destination
British Columbia's network website www.networkstats.tourismbc.com to view "Year over
Year" reports.

British Columbia Visitor Centres

Destination British Columbia currently operates five British Columbia Visitor Centres at
strategic border-entry points and travel corridors throughout the province. British
Columbia Visitor Centres are located at Peace Arch Border Crossing, Merritt, Mount
Robson Provincial Park, Golden and Osoyoos.

Contact Information
Community Visitor Centres
communityvisitorcentres@destinationbc.ca
Provincial Visitor Centres
provincialvisitorcentres@destinationbc.ca

Tourism Business Essentials Guides

The Tourism Business Essentials guides are free, practical resources for tourism
operators to learn more about the tourism industry and about how to build their
businesses. When reading these guides, we encourage you to think of each guide as a
single chapter within the much larger book of tourism - and not just as stand-alone
publications.

The Fundamentals of a Successful Tourism Business

Fundamentals
Fundamentals for Tourism Businesses is designed to help business entrepreneurs and
owners better understand the tourism industry in BC, and where their product fits in.
(March, 2015)
Sustainable Tourism

By understanding and applying the three pillars of sustainability environmental, social

and economical - organizations can realize financial savings and help create stronger
businesses and communities. (July, 2013)
Research Guide for Tourism Operators
This guide explains why tourism research is important for tourism operators. The guide
provides direction on what types of information should and can be collected, how to
conduct tourism research, how to process, analyze and evaluate research results, and
where to get help.

Marketing and Promotions - The Basics and

Beyond...
Ads & Brochures that Sell
Whether you do it yourself or work with a supplier, this guide will help you understand
how to create compelling, attractive promotional material, and how to avoid common
mistakes along the way. (July, 2013)
Online Reputation Management - New Edition!
Online Reputation Management explores the explosive popularity of social networking
and how tourism operators in British Columbia can take control of, manage,and
generate more business from online reviews and social media commentary. Learn where
reviews are being posted, when and how to respond to both positive and negative
reviews, which measurement tools are available to determine how your tourism
business rates online, and how to manage your online profiles to ensure information is
current. (September, 2014)
Travel Media Relations
Obtaining unpaid media often plays a key role in ensuring success. This guide will help
you understand how to maximize your promotional efforts and exposure by effectively
using the local and international travel media. (July, 2013)

Understanding Unique Tourism Markets in BC

Sport Tourism
Through greater understanding of this emerging tourism sector, sport tourism strategies
can be developed that will maximize community economic benefits. This guide is
designed to help communities and tourism businesses attract, bid on and host sporting
events. (June, 2013)
Mountain Bike Tourism

This guide highlights relevant best practices and resources that can help communities
to establish their own unique mountain biking experiences. (June, 2015)
Cultural & Heritage Tourism Development
This is the essential guide for BC tourism businesses interested in developing a cultural
or heritage tourism operation. (February, 2014)
If you require more information, please contact:
tourismbusinessessentials@destinationbc.ca

Tourism Glossary
In This Section

Acronyms

Aboriginal Tourism Association of British Columbia (ATBC)

The Aboriginal Tourism Association of British Columbia is a non-profit, membershipbased organization that is committed to growing and promoting a sustainable, culturally
rich Aboriginal tourism industry. Through training, information resources, networking
opportunities and co-operative marketing programs, ATBC is a one-stop resource for
First Nations entrepreneurs and communities in British Columbia who are operating or
looking to start a tourism business. ATBC works closely with tourism, business,
education and government organizations to help British Columbias Aboriginal tourism
businesses offer quality experiences and actively promotes these experiences to visitors
and local residents.
Adventure Tourism
Outdoor activities that present the participant with risk and challenge. Adventure
tourism is divided into two types: hard adventure and soft adventure.
Air Capacity
A limited number of airplane seats to which a special fare has been assigned. This
percentage may change depending upon how quickly seats are selling on the flight.
Capacity also refers to the ability of an airport to handle a given volume or magnitude of
traffic (demand) within a specified time period. There are four distinct elements in a
capacity analysis: airspace, airfield, terminal, and ground access.
Approved Destination Status (ADS)
Approved Destination Status (ADS) is a bilateral tourism arrangement between the
Chinese Government and a foreign destination. Countries with ADS status are permitted
by China to host Chinese tourists undertaking leisure travel in groups.

Average Daily Rate (ADR)

Statistical unit used to measure a hotel's pricing scale. Figure derived by dividing actual
daily revenue by the total number of available rooms.
Bed and Breakfast (B&B)
Accommodation that is generally family owned and managed, accommodates three to
ten groups per night, and includes a family-style breakfast.
Bilateral Agreement
In transportation, an agreement between two countries that often deals with the
number of flights permitted from each country into a specific airport, which includes the
size and capacity of the airplanes, and special fares.
Canadian Tourism Commission (CTC)
Canadas national tourism marketing organization. Its vision is to compel the world to
explore Canada. Along with partners in the tourism industry and all levels of
government, it advertises and markets Canada in nine countries around the world,
conducts industry research and studies, and promotes product and industry
development.
Cariboo Chilcotin Coast (CCC)
One of the six tourism regions designated by Destination British Columbia, the Cariboo
Chilcotin Coast stretches from the wildness of the Pacific Coast to the rolling Cariboo
Mountains, with forests, hidden lakes, craggy peaks and golden plains set in between.
This is a region with a past rich in the spirit of adventure, a land settled by
entrepreneurs and outdoor enthusiasts, artists and explorers.
Convention and Visitors Bureau (CVB)
Sometimes referred to as Destination Marketing Organizations (DMOs), CVBs are
umbrella organizations that represent a city or urban area in the solicitation and
servicing of all types of travellers to that city or area whether they visit for business,
pleasure or both.
Cruise revenue passengers
Paying passengers embarking or disembarking from a single port.
Customs Entries
International visitor entries at a designated land, sea, or air border. In British Columbia,
customs entries include international visitors who cross Canada Customs in British
Columbia. These figures do not account for all visitors to British Columbia since
domestic visitors are excluded as well as international visitors who cross Canada
Customs outside British Columbia yet still travel to British Columbia. Likewise, customs
entries include visitors that cross Canada Customs in British Columbia, but who continue
on to other provinces.

Destination Management Company (DMC)

Company or professional individual engaged in organizing meetings of all types and
their related activities. Also known as Professional Congress Organizer (PCO).
Destination Maketing Organization (DMO)
Sometimes called Convention and Visitor Bureaus (CVB) or Tourism Boards, DMOs
promote the long term development and marketing of a destination, focusing on
convention sales, tourism marketing and service.
Destination Management Organization (DMO)
The organization responsible for providing the insight and leadership necessary to
envisage and bring policies and plans into reality.
Destination Management System (DMS)
Also referred to as destination databases, visitor information systems, and marketing
systems. Destination Management Systems (DMS) enable Destination Marketing
Organizations to coordinate their operations and promote their products. DMSs aim to
provide complete and up-to-date information on a particular destination.
Domestic Tourist
A person travelling in the country in which he or she resides. Ecotourism Responsible
travel to natural areas that conserves the environment and improves the well-being of
local people.
Highway Traffic Volumes
A basic element of traffic data. Volume is the aggregation of traffic-count data from one
or more counters that describes the volume of traffic that has passed a known point or
cross section of the roadway during a defined time. The British Columbia Ministry of
Transportation constantly monitors changing traffic patterns in locations around the
province to improve roadway planning. This information is specifically tailored for road
building and planning.
Hotel Occupancy Rate
The percentage of hotel rooms occupied during a specific time period, omitting rooms
not available for due to renovations or otherwise unavailable.
International Air Transport Association (IATA)
A privately run international organization whose principle function is to facilitate the
movement of person and goods from and to any point on the world air network by any
combination of routes.
International Travel Survey (ITS)
The International Travel Survey (ITS) provides a full range of statistics on the volume of
international travellers and detailed characteristics of their trips. The objective of the

ITS is to gather information on international travel and tourism, and more specifically to
gather information on trip purpose, trip duration, activities, places visited,
accommodation used and expenditures of international travellers. This information
helps governments, municipalities, agencies and the tourism industry develop policies,
products and services that correspond to travellers' needs as well as measure the
contribution of international tourism to the Canadian economy. The International Travel
Survey is comprised of two components:
1. Administrative data collected by Canada Border Services Agency (CBSA)
2. Questionnaire surveys data
Kootenay Rockies (KR)
One of the six tourism regions designated by Destination British Columbia, the Kootenay
Rockies is a vast wilderness of rivers, lakes, waterfalls, beaches, mineral hot springs,
alpine meadows and snow-capped mountains. This area is also home to wonderfully
restored heritage towns, thriving arts communities and gold rush boomtowns.
Northern British Columbia (NBC)
One of the six tourism regions designated by Destination British Columbia, Northern
British Columbia's vast wilderness comprises more than half the province approximately 500,000 sq km (193,051 sq mi). It is larger than California or Japan and
twice the size of the United Kingdom. Northern British Columbia is a land of unlimited
adventure that extends 1,000km (621mi) from east to west, following the legendary
Yellowhead Highway. It is filled with jagged mountain peaks, roaring rivers, serene lakes,
green valleys, rugged coastlines and ancient island archipelagos.
Metro Vancouver
Metro Vancouver comprises 22 member municipalities and one electoral area. Through
Metro Vancouver, each member municipality has a say in how the region is run. Four
separate corporate entities operate under the name Metro Vancouver: Greater
Vancouver Regional District (GVRD), Greater Vancouver Sewage and Drainage District
(GVSDD), Greater Vancouver Water District (GVWD), and Metro Vancouver Housing
Corporation (MVHC). The GVRD, GVWD and GVSDD Boards of Directors comprise
mayors and councillors from the member municipalities on a representation by
population basis.
Open Skies
An agreement between two or more nations that allows air carriers to fly unrestricted
within each other's borders.
Overnight stay
Travel of one or more nights includes travellers staying in a country other than in which
they reside.
Passenger Volume

The monthly and year-to-date passengers reported by airports [or other transportation
hubs]. At the Vancouver International Airport, this includes all passengers handled at
terminals, whether revenue or non-revenue. Non revenue passengers include those
travelling on frequent flyer bonuses, airline employee travel, etc.
Percent Change
Change (variance) between two percentages (also referred to as percentage point
change).
Recreational Vehicle (RV)
A motorized or towable vehicle that combines transportation and temporary living
accommodations for travel, recreation and camping.
Revenue per Available Room (RevPar)
A metric, expressed as a ratio, used in the hospitality industry to measure the financial
performance of a hotel or similar accommodation. The figure is arrived at by dividing
the total sum of income from room rentals during a specified period, after discounts,
and exclusive of taxes, meals, and other additional charges, by the number of rooms
available for rent during that period.
Same Day Trips
Same-day travel encompasses travellers who enter and leave a country in less than 24
hours.
Sustainable Tourism
Sustainable tourism aims to enhance the quality and sustainability of natural and
cultural heritage-based experiences by: Minimizing the tourism industry's negative
economic, environmental and socio-cultural impacts Generating greater economic
benefits for local communities Making positive contributions to the preservation of
natural and cultural assets Sustainable tourism delivers a meaningful experience and
thus a high degree of customer satisfaction A sustainable tourism business fulfills
economic, environmental and socio-cultural obligations while generating income,
contributing to employment, maintaining cultural integrity, and preserving essential
ecological processes and biological diversity.
The International Ecotourism Society (TIES)
The International Ecotourism Society (TIES) is committed to promoting the principles of
ecotourism and responsible travel. With the goal of uniting conservation, communities
and sustainable travel, TIES serves its members in over 90 countries, as the global
source of knowledge and advocacy in ecotourism.
Thompson Okanagan (TO)
One of the six tourism regions designated by Destination British Columbia, this area is
famous for its orchards, vineyards, skiing, golf, deserts, and mountains. The history and
culture of the Thompson Okanagan region (population: 461,858) is strongly tied to the

land. Aboriginal peoples led a semi-nomadic life moving between hunting and fishing
grounds in the summers and settling into pit houses for the winter. Europeans came at
first to trade for furs and then to establish cattle ranches, farms and mining operations.
The region is full of museums and heritage sites that bring this colourful past to life for
visitors.
Tourism (WTO Definition)
According to the World Tourism Organization (WTO), tourism comprises the activities of
persons travelling to and staying in places outside their usual environment for not more
than one consecutive year for leisure, business, and other purposes. The term usual
environment is intended to exclude trips within the area of usual residence, frequent
and regular trips between the domicile and the workplace, and other community trips of
routine character.
Destination British Columbia (DBC)
Destination British Columbia (DBC) is responsible for marketing the Super, Natural
British Columbia brand to the world. Since becoming a Crown corporation in June
1997, DBC's mandate has been to promote development and growth in the tourism
industry, to increase revenues and employment throughout British Columbia, and to
increase the economic benefits for all British Columbians. DBC works closely with British
Columbia's tourism industry to promote and develop tourism throughout the province
and to ensure the continued long-term growth and prosperity of BC's $9.8 billion
industry.
Tourism Demand
Tourism Demand is defined as the spending of Canadian and non-resident visitors on
domestically produced commodities. It is the sum of tourism domestic demand and
tourism exports.
Tourism Exports
Tourism Exports is spending by foreign visitors on Canadian-produced goods and
services. It includes spending that may take place outside of Canada, for instance, the
purchase of an airline ticket from a Canadian international carrier, to travel to Canada.
Tourism Industry Conference (TIC)
The British Columbia Tourism Industry is the only province wide conference which brings
together the many sectors from accommodation, transportation, resorts, attractions,
tourism associations, industry suppliers, and educators. The conference unities the
industry, updates participation on the latest advance and recognizes outstanding
contributions to tourism. It is held annually in locations around British Columbia.
Travel Activities and Motivation Study (TAMS)
Travel Activities and Motivation Study (TAMS) examines recreational activities and travel
habits of Canadians and Americans. TAMS provides detail information on travellers'
activities, travel motivations, places visited, type of accommodation used, impressions

of Canada, its provinces, and territories, demographics, media consumption patterns,

and helps identify existing and potential travel markets in North America.
Travel Receipts
Travel receipts are the expenditures in Canada by international travelers, including
foreign crew. Among these would be expenditures for lodging, food, entertainment, local
transportation, gifts, medical care, student expenses and all other purchase of personal
goods and services.
Travel Survey of Residents of Canada (TSRC)
The Travel Survey of Residents of Canada (TSRC) is a major source of data used to
measure the size and status of Canada's tourism industry. It was developed to measure
the volume, the characteristics and the economic impact of domestic travel. Since the
beginning of 2005 this survey replaces the Canadian Travel Survey (CTS). The TSRC is
sponsored by Statistics Canada, the Canadian Tourism Commission, the provincial
governments and two federal organizations. It measures the size of domestic travel in
Canada from the demand side. The objectives of the survey are to provide information
about the volume of trips and expenditures for Canadian residents by trip origin,
destination, duration, type of accommodation used, trip reason, mode of travel, etc.; to
provide information on travel incidence and to provide the socio-demographic profile of
travellers and non-travellers. Estimates allow quarterly analysis at the national,
provincial and tourism region level (with varying degrees of precision) on:

total volume of same-day and overnight trips taken by the residents of Canada
with destinations in Canada

same-day and overnight visits in Canada

main purpose of the trip/key activities on trip

spending on same-day and overnight trips taken in Canada by Canadian

residents in total and by category of expenditure

modes of transportation (main/other) used on the trip

person-visits, household-visits, spending in total and by expense category for

each location visited in Canada

person- and party-nights spent in each location visited in Canada, in total and by
type of accommodation used

use of travel packages and associated spending and use of motor coach/other
guided tours

source of payment (household, government, private employer)

demographics of adults that took or did not take trips travel party composition

The main users of the TSRC data are Statistics Canada, the Canadian Tourism
Commission, the provinces, and tourism boards. Other users include the media,
businesses, consultants and researchers.
Vancouver International Airport (YVR)
Vancouver International Airport, also known as YVR, is Canadas second busiest airport.
In 2007, YVR welcomed 17.5 million passengers, was the gateway for 226,234 tonnes of
cargo, and had 274,410 runway takeoffs and landings. The Airport Authority assumed
the management and operation of YVR from Transport Canada in 1992. It is operated
under the provisions of a long-term lease with the Government of Canada and has no
shareholders. All excess of revenue over expenditures is re-invested in airport
developments and service improvements.
Vancouver Island (VI)
One of the six tourism regions designated by Destination British Columbia, the
Vancouver Island region is a large, sparsely populated area, encompassing Vancouver
Island, the Gulf Islands as well as a portion of the mainland. It has one of the world's
most diverse ecosystems: rainforests, marshes, meadows, beaches, mountains, oceans,
rivers and lakes create habitats for multitudes of wildlife species. In fact, the region is
one of the world's premier locations for golf, whale watching, birding, as well as salmon
and trout fishing.
Vancouver, Coast & Mountains (VCM)
One of the six tourism regions designated by Destination British Columbia, this region
boasts mountains, oceans, lakes, rivers and beached in breathtaking abundance and
beauty. The spectacular setting provides the venue for a vast array of outdoor
adventures cycle, hike, camp, kayak, sail, golf, ski and snowboard. Always a favoured
destination for sophisticated travellers, the climate in Vancouver is mild and temperate,
but the region's mountains are equally renowned for their epic snowfalls.
Visiting Friends and Relatives (VFR)
Visiting friends and relatives is a term used to describe a category of traveller who can
be either discretionary or non discretionary and whose main trip purpose is to visit
friends and relatives.
Visitor Centre (VC)
British Columbia's Visitor Centres (VC) are members of the Visitor Centres Network and
are available to provide tourists with tourist information, assistance and advice.
Identified by their distinctive, blue-and-yellow logo, these VC provide a wide range of
visitor services, including professional visitor counselling, helpful travel information and
literature, and accommodation reservations. Visitor Centres specialize in community
information and provincial itinerary planning and their service is friendly and
personalized.

To complement the Visitor Centre Network, many small communities operate seasonal
tourist information booths. These operations do not sport the Visitor Centre logo. Local
community information can be obtained during regular business hours throughout the
summer.
Voluntourism
A seamlessly integrated combination of voluntary service to a destination and the best,
traditional elements of travel, arts, culture, geography, and history in that destination.
Western Hemisphere Travel Initative (WHTI)
Western Hemisphere Travel Initiative (WHTI) is a U.S. law that requires all travellers,
including U.S. and Canadian citizens, to present a valid passport or other approved
secure document when entering the United States from within the western hemisphere.
The U.S. WHTI is being implemented in stages by mode of transportation.

Acronyms
A AAA - American Automobile Association AAP Approved Accommodation Program ...