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7/25/2019 Developing a Tourism Plan With Situation Analysis
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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 ive!year "trategy
for #ourism in British $olumbia% &aining the 'dgeas a point of reference, as well as the
Destination B$ corporate strategy.
#he (lanning (rocess
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 )ve years and be *e+ible enough to take new, une+pected opportunities into
consideration during implementation.
ey (oints in the (lanning (rocess#hrough the planning process, think about measureable achievements and how they )t
into tourism development. (rioritize planned actions in a way that provides clarity,
generates discussion and achieves buy!in from stakeholders.
-. De)nes the business situation past, present and future
/. De)nes the tourism!related opportunities and problems facing the community or
sector
0. 'stablishes speci)c and realistic business objectives
1. De)nes strategies and tactics re2uired to accomplish the objectives
3. 'stablishes a timetable and pinpoints responsibility for e+ecution of programs
http://www.destinationbc.ca/getattachment/Resources/Developing-a-Tourism-Plan/What-s-Included-in-a-Tourism-Plan/MJTI_TourismStrategyReport_FNL.pdf.aspxhttp://strategy.destinationbc.ca/http://strategy.destinationbc.ca/http://www.destinationbc.ca/getattachment/Resources/Developing-a-Tourism-Plan/What-s-Included-in-a-Tourism-Plan/MJTI_TourismStrategyReport_FNL.pdf.aspx7/25/2019 Developing a Tourism Plan With Situation Analysis
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4. 'stablishes control and review procedures to monitor e5ectiveness of programs
and performance against the de)ned objectives
#hink about the planning process as a cycle that is iterative and builds over time so that
as you gain more e+perience in how successful di5erent activities are, this learning can
be applied to the ne+t plan. #his means that the plan evolves each time.
#he "trategic (lanning $ycle#he strategic planning cycle typically takes place over a year. An updated plan is
prepared annually to incorporate learning from the past year6s activities to enhance
planning for the following year.
(rinciples of successful tourism development include%
Visitor Needs
B.$. businesses, communities and sectors must be responsive to the needs of their
visitors. #hey must understand visitor needs )rst, develop tourism e+periences to meet
those needs, and then market the tourism e+perience to the appropriate type of visitor.
Inclusiveness
#o 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.
Efective Partnerships
#ourism is a fragmented industry and e5ective 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 $olumbia.
Sustainability
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#ourism in B.$. should be developed in a manner that recognizes the need for economic,
social, cultural and environmental sustainability.
Stakeholder Support
#o be successful, tourism development needs to be supported by the majority of
stakeholders including businesses, local government, and residents.
What a Tourism Plan DoesA formal planning process provides structure and rigour to decision!making and
culminates in the written tourism plan that is typically prepared or updated.
#he tourism plan gathers and distils the learning of the community or sector in one
document and charts a path to achieve business objectives. "peci)cally, the tourismplan answers the following 2uestions%
7hat are the current economic and tourism conditions8
7hat opportunities and problems are you facing8
7hat business objectives related to tourism do you e+pect to achieve8
7hat tourism products do you have that are of interest to visitors8
7hat do you need to do to make your tourism products of greater interest to
visitors8
7ho are your visitors8
7hy should they visit your community rather than another community8
How will you communicate your tourism products to potential visitors8
7ho will do what, when8
How are you going to measure your progress so you can learn from the
e+perience8
Structure o a Tourism PlanPrior to preparing the tourism plan! a thorough situation analysis should be
completed" The t#o main stages include$
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The Situation %nalysisThe Tourism Plan
&omponents o a Situation %nalysis#he situation analysis is a factual document and analyzes the information you have
gathered in preparation for writing the tourism plan. #he situation analysis answers two
key 2uestions%
7hat are the current economic and tourism conditions8
7hat opportunities and problems are you facing8
#he 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. #he sections in the situation analysis may include the following%
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$omponents of a #ourism (lan
#he tourism plan identi)es areas the community or sector will focus on to build its
tourism business and the steps it needs to take to achieve desired results. #he tourism
plan answers the key 2uestions%
'eading DescriptionIntroduction and
methodology Background on the community or sector and its intent
regarding tourism development and the process being
followed to develop the tourism plan.
Tourism product
and destination
analysis
Analysis of current and planned community or sector
tourism products, based on completed inventory.
9denti)cation of any infrastructure and policy issues.
:eview of general product development issues such as
human resources, residents6 views of tourism,
awareness of tourism among businesses, 2uality
issues, policy issues ;tenure etc.nce a plan is in place, implementing the strategies and tactics is the ne+t step. #his
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 $olumbiaKs...
Tourism Industry Programs
Destination British $olumbia6s mandate is to support and promote the business of
tourism...
Tourism &hecklist
#he following Ltourism checklistL o5ers multiple ways your business, community or...
http://www.destinationbc.ca/Resources/Implementing-Your-Tourism-Plan/Sustainable-Tourism.aspxhttp://www.destinationbc.ca/Resources/Implementing-Your-Tourism-Plan/Tourism-Industry-Programs.aspxhttp://www.destinationbc.ca/Resources/Implementing-Your-Tourism-Plan/Tourism-Checklist.aspxhttp://www.destinationbc.ca/Resources/Implementing-Your-Tourism-Plan/Sustainable-Tourism.aspxhttp://www.destinationbc.ca/Resources/Implementing-Your-Tourism-Plan/Tourism-Industry-Programs.aspxhttp://www.destinationbc.ca/Resources/Implementing-Your-Tourism-Plan/Tourism-Checklist.aspxhttp://www.destinationbc.ca/Popups/Strategies-Examples.aspxhttp://www.destinationbc.ca/Popups/Target-Markets-Examples.aspx7/25/2019 Developing a Tourism Plan With Situation Analysis
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"ustainable #ourism
A vibrant and attractive destination is critical to the success of British $olumbiaKs
tourism industry. #ravelers are attracted to our "uper, MaturalN environmentC however,
as visitation increases, so does the impact on our resources. or tourism to continue to
be successful in B.$., tourism businesses, communities and sectors need to incorporate
sustainable practises into their operations that recognize the importance of
environmental, economic, social and cultural values.
7hat is "ustainable #ourism8"ustainable tourism is not a niche form of tourism, but rather a way of doing business.
#here are many de)nitions of sustainable tourismC however, the mostly widely
recognized de)nitionis provided by #he Onited Mations 'nvironment (rogram and #he
7orld #ourism >rganization% @#ourism 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
7hat are the bene)ts of "ustainable #ourism8By adopting sustainable practises, businesses can%
Save (oney
:educe costs by taking steps to limit the amount of energy, water and waste while also
reusing available business resources.
http://www.destinationbc.ca/Popups/Tactics-Examples.aspxhttp://www.destinationbc.ca/Resources/Monitoring-and-Evaluation/Measuring-the-Success-of-Marketing-Activities.aspxhttp://www.destinationbc.ca/Popups/Tactics-Examples.aspx7/25/2019 Developing a Tourism Plan With Situation Analysis
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Protect -esources
(rotect environmental and cultural resources that are used to create a memorable
visitor e+perience and ensure that they6re available for generations to come.
Diferentiate .our )usinesses
Develop a competitive advantage by establishing and publicizing sustainable business
practices as a point of di5erence.
%ttract /uality 0abour
Attract and retain 2uality employees by implementing policies that meet with employee
values and concerns.
%dd -esiliency
'nsure survival over the long term through the use of sustainable practises that will
result in lower costs, stronger supply networks and partnerships.
B.$. :esources and inks"ustainable #ourism ;#ourism Business 'ssentials &uiderganization
A specialized agency part of the Onited Mations that encourages member countries,
tourist destinations and businesses to ma+imize the positive economic, social and
cultural e5ects of tourism and fully reap its bene)ts, while minimizing its negative
impacts.
#ourism $ares
#ourism $ares is a non!pro)t organization that aims to preserve the travel e+perience
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.
#ourism 9ndustry (rograms
Destination British $olumbia6s mandate is to support and promote the business of
tourism throughout the province. As a destination marketing organization, Destination
http://www.ecotourism.org/http://sdt.unwto.org/enhttp://www.tourismcares.org/http://www.ecotourism.org/http://sdt.unwto.org/enhttp://www.tourismcares.org/7/25/2019 Developing a Tourism Plan With Situation Analysis
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British $olumbia is structured to develop and deliver programs and services that inspire
visitors to travel B$, ensure they have a remarkable e+perience while here, and
encourage referrals and repeat visitation.
Destination British $olumbia has a number of resources and opportunities available to
assist tourism industry operators in growing and developing their businesses and
engaging in B$6s powerful marketing network. '+plore the range of resources available
by viewing the following links.
$onnecting with $onsumers#hrough Destination British $olumbiaKs consumer and industry programs, millions of
people from around the world are encouraged to visit British $olumbia every year. Here
you will )nd details on many di5 ...
earn more about $onnecting with $onsumers.
Euick inks
HelloB$.com
HelloB$N istings (rogram
#ravel =edia
(ublications
$onnecting with #ravel #radeDiscover how you can connect an outstanding tourism product with the travel trade for
promotion to potential visitors from around the world. Here you will )nd information
about Destination British $olumbia...
earn more about $onnecting with #ravel #rade.
/uick 0inks
#ravel #rade (rograms ! Morth America
#ravel #rade (rograms ! >verseas
#rade "hows
=a+imizing the ?isitor '+perience#he 2uality of a visitorKs vacation e+perience in B$ is critical to the ongoing success of
the tourism industry. earn more about the programs and initiatives created to enhance
http://www.destinationbc.ca/Programs/Consumer-and-Industry.aspxhttp://www.hellobc.com/http://www.destinationbc.ca/Programs/Consumer-and-Industry/HelloBC-Listings-Program.aspxhttp://travelmedia.hellobc.com/http://www.destinationbc.ca/Programs/Consumer-and-Industry/Consumer-Publications.aspxhttp://www.destinationbc.ca/Marketing/Travel-Trade.aspxhttp://www.destinationbc.ca/Marketing/Travel-Trade/Travel-Trade-Program-North-America.aspxhttp://www.destinationbc.ca/Marketing/Travel-Trade/Travel-Trade-Programs-Overseas.aspxhttp://www.jtst.gov.bc.ca/industryprograms/ConnectingWithTravelTrade/TradeShows.htmhttp://www.destinationbc.ca/Programs/Consumer-and-Industry.aspxhttp://www.hellobc.com/http://www.destinationbc.ca/Programs/Consumer-and-Industry/HelloBC-Listings-Program.aspxhttp://travelmedia.hellobc.com/http://www.destinationbc.ca/Programs/Consumer-and-Industry/Consumer-Publications.aspxhttp://www.destinationbc.ca/Marketing/Travel-Trade.aspxhttp://www.destinationbc.ca/Marketing/Travel-Trade/Travel-Trade-Program-North-America.aspxhttp://www.destinationbc.ca/Marketing/Travel-Trade/Travel-Trade-Programs-Overseas.aspxhttp://www.jtst.gov.bc.ca/industryprograms/ConnectingWithTravelTrade/TradeShows.htm7/25/2019 Developing a Tourism Plan With Situation Analysis
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visitorsK e+periences ...
earn more about =a+imizing the ?isitor '+perience.
/uick 0inks
Euality Assurance "ervices
7orldHostN #raining "ervices
#ourism 7orkforce Development
?isitor $entre Metwork
Building P &rowing Jour BusinessDestination British $olumbia works closely with industry partners to promote the growth
and development of the tourism industry. 9n this section you will )nd programs that
provide useful tools for tourism businesses a ...
earn more about Building P &rowing Jour Business.
/uick 0inks
:egional #ourism (rograms
$ommunity #ourism (rograms
"ector #ourism (rograms
#ourism Business 'ssentials
Additional =arketing :esourcesAdditional =arketing :esources.
/uick 0inks
9mage Bank
British $olumbia =agazineN
$ommunity #ourism (rogramsDestination British $olumbia works with the provinceKs :egional Destination =arketing>rganizations ;:D=>s< and communities throughout the province on tourism
development initiatives. #wo community!based programs work closely with groups
looking to develop tourism in their area for both the long and short!term.
#he $ommunity #ourism oundations program is designed for communities seeking
assistance in long!term destination planning. #he $ommunity #ourism
http://www.jtst.gov.bc.ca/industryprograms/MaximizingTheVisitorExperience.htmhttp://www.jtst.gov.bc.ca/industryprograms/MaximizingTheVisitorExperience/QualityAssuranceServices.htmhttp://www.destinationbc.ca/Programs/WorldHost-Training-Services.aspxhttp://www.destinationbc.ca/Resources/Tourism-Planning-Resources/B-C-Tourism-Labour-Market-Strategy.aspxhttp://www.jtst.gov.bc.ca/industryprograms/MaximizingTheVisitorExperience/VisitorCentresNetwork.htmhttp://www.jtst.gov.bc.ca/industryprograms/BuildingAndGrowingYourBusiness.htmhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Regional-Tourism-Programs.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Sector-Tourism-Programs.aspxhttp://www.destinationbc.ca/Programs/Guides-and-Workshops/Guides/Tourism-Business-Essentials-Guides.aspxhttp://www.destinationbc.ca/Marketing.aspxhttp://www.jtst.gov.bc.ca/industryprograms/AdditionalMarketingResources/ImageBank.htmhttp://www.jtst.gov.bc.ca/industryprograms/AdditionalMarketingResources/BritishColumbiaMagazine.htmhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Ministory-of-Jobs,-Tourism-and-Skills-Training-Com.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Community-Tourism-Progr.aspxhttp://www.jtst.gov.bc.ca/industryprograms/MaximizingTheVisitorExperience.htmhttp://www.jtst.gov.bc.ca/industryprograms/MaximizingTheVisitorExperience/QualityAssuranceServices.htmhttp://www.destinationbc.ca/Programs/WorldHost-Training-Services.aspxhttp://www.destinationbc.ca/Resources/Tourism-Planning-Resources/B-C-Tourism-Labour-Market-Strategy.aspxhttp://www.jtst.gov.bc.ca/industryprograms/MaximizingTheVisitorExperience/VisitorCentresNetwork.htmhttp://www.jtst.gov.bc.ca/industryprograms/BuildingAndGrowingYourBusiness.htmhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Regional-Tourism-Programs.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Sector-Tourism-Programs.aspxhttp://www.destinationbc.ca/Programs/Guides-and-Workshops/Guides/Tourism-Business-Essentials-Guides.aspxhttp://www.destinationbc.ca/Marketing.aspxhttp://www.jtst.gov.bc.ca/industryprograms/AdditionalMarketingResources/ImageBank.htmhttp://www.jtst.gov.bc.ca/industryprograms/AdditionalMarketingResources/BritishColumbiaMagazine.htmhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Ministory-of-Jobs,-Tourism-and-Skills-Training-Com.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Community-Tourism-Progr.aspx7/25/2019 Developing a Tourism Plan With Situation Analysis
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>pportunitiesprogram provides implementation!level cooperative marketing support for
communities that have identi)ed speci)c tactics for moving their local tourism industry
forward. Destination British $olumbia also works with industry partners on a number
of sport tourisminitiatives. "ee below for more information on speci)c programs.
&ommunity Tourism 1oundations
#he $ommunity #ourism oundations program assists communities to develop a
comprehensive...
2overning or Success 3 Enhancing )oard Perormance Workshop
#his full!day, professionally facilitated workshop will assist you to design and
implement...
&ommunity Tourism +pportunities
http://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Community-Tourism-Progr.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Sport-Tourism.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Ministory-of-Jobs,-Tourism-and-Skills-Training-Com.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Governing-for-Success-Enhancing-Board-Performance.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Community-Tourism-Progr.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Community-Tourism-Progr.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Sport-Tourism.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Ministory-of-Jobs,-Tourism-and-Skills-Training-Com.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Governing-for-Success-Enhancing-Board-Performance.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Community-Tourism-Progr.aspx7/25/2019 Developing a Tourism Plan With Situation Analysis
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$ommunity #ourism >pportunities
$ommunity #ourism >pportunities ;$#>< is a province!wide program that provides
cooperative funding for eligible tourism activities in communities throughout B$. #he
program is designed to assist communities that are in a position to implement their own
tourism building initiatives.
'o# does the program #ork4
#hrough one!on!one consultations with communities, representatives from the :egional
Destination =arketing >rganizations ;:D=>< begin assessing trends region!wide,
looking for eFciencies, reviewing all funding options available, and potentially assistingcommunities in prioritizing marketing activities. 9f the $ommunity #ourism >pportunities
program is identi)ed as an option for funding support according to the program
guidelines, the :D=> prepares the project proposals on the community6s behalf.
'ligible activities for $ommunity #ourism >pportunities cost!shared funding must focus
on incremental tourism related projects that are initiated by the community.
#he community must have suFcient funding to pay project!related e+penses in full prior
to claiming their allotted reimbursement. Destination British $olumbia provides the
:D=>s with the funds to reimburse communities for their approved $#> projects.
$#> project proposals will be evaluated against the following factors%
:ecommendations from the :egions
'+isting $ommunity #ourism oundations commitments
Demonstrated need in the absence of practical alternatives
(ast performance
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orecast and measurable project e5ectiveness
Destination British $olumbia objectives at the local, regional and provincial levels
Available program budget
&ontact Inormation
or more detailed information on the program and eligible activities, please contact
your regional oFceor Destination British $olumbiaKs $ommunity (artnerships
department% communitypartnershipsQdestinationbc.ca
Destination )& Interim &o3op (arketing Program
#he Destination B$ 9nterim $o!operative =arketing (rogram ;9nterim (rogram< is an
application!based...
Sport Tourism
#he $anadian "port #ourism Alliance de)nes sport tourism as any activity in which
people are..
http://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Regional-Tourism-Programs/Regional-Contacts.aspxmailto:[email protected]://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Destination-BC-Interim-Co-op-Marketing-Program.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Sport-Tourism.aspxhttp://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Regional-Tourism-Programs/Regional-Contacts.aspxmailto:[email protected]://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Destination-BC-Interim-Co-op-Marketing-Program.aspxhttp://www.destinationbc.ca/Programs/Regions-Communities-and-Sectors/Community-Tourism-Programs/Community-Tourism-Programs-Sport-Tourism.aspx7/25/2019 Developing a Tourism Plan With Situation Analysis
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#ourism $hecklist
#he following Ltourism checklistL o5ers multiple ways your business, community or
sector can ma+imize industry engagement.
-. How @:eady is your tourism business8 Be familiar with the#ourism =arket :eady
"tandardsand do the "elf!Assessment $hecklist.
/. $heck out Destination B$Ks new three!year corporate strategy.
0. $ontact your applicable :egional Destination =arketing >rganizationto learn
more about program opportunities and sign!up for informational newsletters
available to stakeholders.
1. Become an active stakeholder in your local $ommunity #ourism >rganization.
3. And, get engaged in Destination B$6s consumer social media accounts.
4. "ubscribe to Destination British $olumbiaKs :esearch, (lanning and 'valuationKs
mailing listto receive monthly noti)cations about the latest research
publications.
I. (articipate in the HelloB$N istings (rogramand getting your marketing
message out to appro+imately R million visitorsS earn about all the HelloB$
consumer websites ! Morth America, $hina, O, Australia, Tapan, &ermany and
=e+ico.
U. Attend B.$.Ks annual#ourism 9ndustry $onference, which works to unite the
industry and provide a forum for discussion, business development and
networking opportunities.
http://www.destinationbc.ca/Resources/Tourism-Planning-Resources/Market-Ready-Standards.aspxhttp://www.destinationbc.ca/Resources/Tourism-Planning-Resources/Market-Ready-Standards.aspxhttp://strategy.destinationbc.ca/http://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Regional-Tourism-Programs/Regional-Partners.aspxhttp://www.destinationbc.ca/BC-Tourism-Industry/Community-Partners.aspxhttp://www.destinationbc.ca/Marketing/Social-Media.aspxhttp://www.destinationbc.ca/Research/about-research-planning-and-evaluation/Subscription.aspxhttp://www.destinationbc.ca/Research/about-research-planning-and-evaluation/Subscription.aspxhttp://www.destinationbc.ca/Programs/Consumer-and-Industry/HelloBC-Listings-Program.aspxhttp://www.tiabc.ca/http://www.destinationbc.ca/Resources/Tourism-Planning-Resources/Market-Ready-Standards.aspxhttp://www.destinationbc.ca/Resources/Tourism-Planning-Resources/Market-Ready-Standards.aspxhttp://strategy.destinationbc.ca/http://www.destinationbc.ca/Programs/Regions,-Communities-and-Sectors/Regional-Tourism-Programs/Regional-Partners.aspxhttp://www.destinationbc.ca/BC-Tourism-Industry/Community-Partners.aspxhttp://www.destinationbc.ca/Marketing/Social-Media.aspxhttp://www.destinationbc.ca/Research/about-research-planning-and-evaluation/Subscription.aspxhttp://www.destinationbc.ca/Research/about-research-planning-and-evaluation/Subscription.aspxhttp://www.destinationbc.ca/Programs/Consumer-and-Industry/HelloBC-Listings-Program.aspxhttp://www.tiabc.ca/7/25/2019 Developing a Tourism Plan With Situation Analysis
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R. ist your estivals and 'ventsfor :'' on HelloB$.com.
-G. "ubscribe to Destination British $olumbiaKs Mewsletter.
(rovincial #ourism "trategy and (olicy
About the Branch#he #ourism "trategy and (olicy Branch is a branch within the =inistry of Tobs, #ourism
and "kills #raining. Although many parts of the provincial government deliver tourism!
related activities, this is the Branch within the British $olumbia provincial government
focused on aligning provincial tourism activities and setting the strategic direction.
=inistry accountabilities for tourism include% &oordination! =anaging the relationship between Destination British $olumbia
and government.
Strategic Policy! Developing and leading the coordinated implementation of
the provincial government6s agenda for tourism.
0egal 1rame#ork! >verseeing any re2uired legislative or regulatory changes.
British $olumbia6s tourism sector is a key economic driver of the provincial economy.
#ourism is pro)led within $anada "tarts Here% #he B$ Tobs (lan, the provincial
government6s plan for attracting new investment into our economy, and creating and
protecting jobs for families in British $olumbia.
Additionally, the (rovincial &overnment has a focused agenda speci)cally for tourism,
outlined in &aining the 'dge% A ive!year "trategy for #ourism in British $olumbia /G-/!
/G-4. #his plan was designed to increase visitor volume, tourism revenue and
employment, which will be achieved by%
-. eadership through partnership and coordination
/. ocused marketing
0. 7orld class visitor e+periences
1. :emoving barriers to growth
"eptember, /G-3% #he (rovincial &overnment has updated its provincial #ourism
"trategy, 2aining the Edge$ 567835679.
or further information on provincialVfederal tourism strategies, see the @>ther #ourism!
:elated "trategies section below.
http://www.destinationbc.ca/Programs/Consumer-and-Industry/HelloBC-Listings-Program.aspxhttp://www.destinationbc.ca/Subscribe.aspxhttp://www.gov.bc.ca/jtst/http://www.gov.bc.ca/jtst/http://www.bcjobsplan.ca/learn-about-the-plan/http://www.jtst.gov.bc.ca/tourismstrategy/documents/MJTI_TourismStrategyReport_FNL.pdfhttp://www.jtst.gov.bc.ca/tourismstrategy/documents/MJTI_TourismStrategyReport_FNL.pdfhttp://www.destinationbc.ca/getattachment/BC-Tourism-Industry/Provincial-Tourism-Strategy-and-Policy/GainingTheEdge_2015_2018.pdf.aspxhttp://www.destinationbc.ca/Programs/Consumer-and-Industry/HelloBC-Listings-Program.aspxhttp://www.destinationbc.ca/Subscribe.aspxhttp://www.gov.bc.ca/jtst/http://www.gov.bc.ca/jtst/http://www.bcjobsplan.ca/learn-about-the-plan/http://www.jtst.gov.bc.ca/tourismstrategy/documents/MJTI_TourismStrategyReport_FNL.pdfhttp://www.jtst.gov.bc.ca/tourismstrategy/documents/MJTI_TourismStrategyReport_FNL.pdfhttp://www.destinationbc.ca/getattachment/BC-Tourism-Industry/Provincial-Tourism-Strategy-and-Policy/GainingTheEdge_2015_2018.pdf.aspx7/25/2019 Developing a Tourism Plan With Situation Analysis
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%bout +ur Work
#ourism "trategy and (olicy Branch responsibilitiesinclude%
Acting as =inistry representative for developing and leading the implementation
of the (rovincial strategies for tourism ;i.e. B$ Tobs (lan and &aining the 'dgellgaard, Director of ?isitor "ervices at /3G.034.G130 or
Minette.>llgaardQdestinationbc.ca
$ommunity ?isitor $entres=ore than -GG community!based ?isitor $entres throughout British $olumbia comprise
the ?isitor "ervices Metwork. ?isitor 9nformation $ounsellors have a direct impact on
visitors6 impressions of British $olumbia, providing real!time, personalized visitor
services through the visitors6 channel of choice and inspiring longer stays and travel in
all regions of the province. 9n /G-1, the $ommunity ?isitor $entres served more than
/.1 million visitors.
9n /G-3, the ?isitor "ervices Metwork (rogram membership re2uirements have been
made more *e+ible as we consult with members, sponsor organizations and local
municipal or regional bodies that currently support visitor services in their communities.
#he goal of the new visitor services strategy is to provide support, and tools and training
to those communities and ?isitor $entres that wish to have more *e+ibility in how they
connect with visitors.
9n "eptember /G-3 Destination B$ introduced a new 0 year!base funding model for the
?isitor "ervices Metwork which will ensure more stable, predictable and e2uitable
distribution of funding.
#ourism businesses should ensure ?isitor 9nformation $ounsellors have access to up!to!date information by registering products and services in the HelloB$N istings (rogram.
"ee a list of ?isitor $entre locations
?isitor $entre Metwork "tatistics (rogramAs members of the Metwork (rogram, ?isitor $entres record statistics using Destination
British $olumbiaKs network websitewww.networkstats.tourismbc.comto view LJear over
JearL reports.
British $olumbia ?isitor $entresDestination British $olumbia currently operates )ve British $olumbia ?isitor $entres at
strategic border!entry points and travel corridors throughout the province. British
$olumbia ?isitor $entres are located at (eace Arch Border $rossing, =erritt, =ount
:obson (rovincial (ark, &olden and >soyoos.
http://www.destinationbc.ca/getattachment/Programs/Visitor-Centre-Network/Innovation-Fund-Application-Package-November-16-2015.pdf.aspxmailto:[email protected]://www.hellobc.com/british-columbia/about-bc/visitor-centres.aspx?LOCID=3&FBSEC=Falsehttps://www.networkstats.tourismbc.com/defaultsecure.aspxhttp://www.destinationbc.ca/getattachment/Programs/Visitor-Centre-Network/Innovation-Fund-Application-Package-November-16-2015.pdf.aspxmailto:[email protected]://www.hellobc.com/british-columbia/about-bc/visitor-centres.aspx?LOCID=3&FBSEC=Falsehttps://www.networkstats.tourismbc.com/defaultsecure.aspx7/25/2019 Developing a Tourism Plan With Situation Analysis
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$ontact 9nformation&ommunity Visitor &entres
communityvisitorcentresQdestinationbc.ca
Provincial Visitor &entres
provincialvisitorcentresQdestinationbc.ca
#ourism Business 'ssentials &uides
#he #ourism Business 'ssentials guides are free, practical resources for tourism
operators to learn more about the tourism industry and about how to build their
businesses. 7hen reading these guides, we encourage you to think of each guide as a
single Xchapter6 within the much larger Xbook of tourism6 ! and not just as stand!alone
publications.
#he undamentals of a "uccessful #ourism Business1undamentals
Fundamentals for Tourism Businessesis designed to help business entrepreneurs and
owners better understand the tourism industry in B$, and where their product )ts in.
;=arch, /G-3s
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Destination (anagement &ompany rganizer ;($>c Volumes
A basic element of traFc data. ?olume is the aggregation of traFc!count data from one
or more counters that describes the volume of traFc that has passed a known point orcross section of the roadway during a de)ned time. #he British $olumbia =inistry of
#ransportation constantly monitors changing traFc patterns in locations around the
province to improve roadway planning. #his information is speci)cally tailored for road
building and planning.
'otel +ccupancy -ate
#he percentage of hotel rooms occupied during a speci)c time period, omitting rooms
not available for due to renovations or otherwise unavailable.
International %ir Transport %ssociation
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9#" is to gather information on international travel and tourism, and more speci)cally to
gather information on trip purpose, trip duration, activities, places visited,
accommodation used and e+penditures of international travellers. #his information
helps governments, municipalities, agencies and the tourism industry develop policies,
products and services that correspond to travellersK needs as well as measure the
contribution of international tourism to the $anadian economy. #he 9nternational #ravel"urvey is comprised of two components%
-. Administrative data collected by $anada Border "ervices Agency ;$B"A