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Diversification through
rural tourism development:
Insights and opportunity for input
Nicole L. [email protected]
250-753-3245 Local 2772Dan McDonald
[email protected] Local 2187
Jeff [email protected]
Presentation prepared for the Challenge North Conference hosted by the Northern Alberta Development Council in High Level from April 5 to 7 th, 2006
Objectives of the session
What is the size and scope of tourism to rural areas in Canada?
What are the factors to successful tourism development in rural areas?
What do community leaders and entrepreneurs need to develop rural tourism?
Are there examples of communities using tourism to diversify their economic base?
Getting some attention…
A recent study by Statistics Canada reported some interesting findings on the size and scope of rural tourism:– Canada’s predominantly rural regions were
visited by one-half of Canadian tourists, 30% of USA tourists and 33% of overseas tourists.
A visit to Canada’s Countryside: Rural Tourism byRoland Beshiri, Statistics Canada
Profile of rural tourists
Overall, Canadian travelers are younger – (24% were made by tourists under 20 yrs and 55% 20
to 54 yrs)
US Travelers are older – 41% 55 yrs and older
Overseas travelers are more likely middle age– 59% 20 to 54 yrs
Statistics Canada, 2005
Group size differences
Majority of tourist visits to rural areas are by adults only;
Canadians had the highest share of tourist visits with children (31 to 38%)
The drawing power of rural areas
For every resident of predominantly rural regions, there were 11 tourist visits!
Predominantly urban regions have the lowest intensity with about 4 tourist visits for each resident.
Willing Workers on Organic Farms – visitors from Germany
They come, do they spend?
There are more overnight visits in rural areas and visits of longer duration are most popular;
Canadians spend the least in rural areas, USA twice as much as Canadians, and overseas spend 3 to 4 times as much.
So all is well?
Statistics show that tourism to rural areas is happening…
Many rural communities are adding tourism to their economic development priorities…
Things appear good – but are they?
Factors for successful development of
tourism in rural areas (Wilson, et al, 2001)
1. A complete tourism package2. Good leadership3. Support and participation of local government4. Sufficient funds for tourism development5. Strategic planning6. Coordination and cooperation between businesspersons and
local leadership7. Coordination and cooperation between rural tourism
entrepreneurs8. Information and technical assistance for tourism development
and promotion9. Good convention and visitors bureaus10. Widespread community support for tourism
Locating examples in Alberta and British Columbia
Undertook a 3 week study tour throughout rural BC and AB in May of 2005Met with numerous operators and community leadersObserved
– Status of rural tourism (products, marketing, coordination)
Asked– What information needs exist?– How do you want to access it?
Examples of Vibrant Communities
Start
Finish
Sayward, BCSayward, BC
Utilizes a strong core of Utilizes a strong core of volunteersvolunteers
Utilizes its historic logging Utilizes its historic logging productproduct
Initiated the Kusam Klimb, a Initiated the Kusam Klimb, a grueling hike to draw grueling hike to draw adventure tourists to the regionadventure tourists to the region
Osoyoos, BCOsoyoos, BCNk’ Mip ResortNk’ Mip Resort
Developed multi-Developed multi-dimensional dimensional revenue streamsrevenue streams
Designed interactive Designed interactive and educational and educational productsproducts
Accesses various Accesses various forms of fundingforms of funding
Nk’Mip Cellars
Photo: http://www.oib.ca/cellars.htm
Kimberley, BCKimberley, BC
Found financial Found financial support for tour support for tour operators operators Developed Developed amenities/facilities amenities/facilities for residents/visitorsfor residents/visitorsDowntown Downtown beautificationbeautification
Alder Flats, ABAlder Flats, AB
Developing unique Developing unique tourism productstourism products
Working in Working in partnershippartnership
Thinking about Thinking about value-added value-added productsproducts
Rural study tour with close up experience with buffalo
Torrington, ABTorrington, AB
Creative use of an Creative use of an abundant resourceabundant resource
ExtremelyExtremely unique unique productproduct
Strong volunteer Strong volunteer corecore
Community spiritCommunity spirit
Rosebud, ABRosebud, AB
Educational tourismEducational tourism
Incorporated the Incorporated the arts and culture arts and culture sectorsector
Return visit Return visit destinationdestination
Partnerships within Partnerships within the communitythe community
Pincher Creek, ABPincher Creek, AB
Regional marketing Regional marketing approachapproach– The Cowboy TrailThe Cowboy Trail
Sharing of Sharing of resources and resources and information with information with other communitiesother communities
Unique visualsUnique visuals
The Great Canadian Barn DanceThe Great Canadian Barn Dance
Family owned and Family owned and operatedoperatedStarted small, built Started small, built on successeson successesCreative marketing Creative marketing techniques techniques Family and Family and community-orientedcommunity-oriented
Sylvan Lake, AB
Links sport, recreation and tourism
Hosts major special events
However – struggles with capacity, resident support and planning decisions
Slave Lake Marathon
Information needs
Community leaders and entrepreneurs embarking on rural tourism development expressed that they need information and resources to succeed
Basic visitor data
What kind of demand is there?Who is coming?– Local, reliable and current data on visitors
(origin, behavior, interests)
Who could be coming?– Potential markets
What do they want?– Tourism trends
Partners and products
Who is working towards rural tourism development?– Networks– Number of operators (size and scope of the
industry)
What are our potential tourism assets? How do we develop products and get them to market?
Organization
How should we be approaching this? What comes first?
Are there successful models for rural tourism development?
Planning and policy
How can we get support for tourism as an industry?
What adaptations to community planning need to be made to accommodate tourism?
Business support
How can we:– Attain financing– Find and hang onto staff– Learn the tools of the trade– Avoid frustrating barriers– Become more marketing savvy– Coordinate on developing and promoting
products
Our general observations
Collectively, most rural areas were in pursuit of tourism;Most face common problems (lack of support, funding, transportation, etc)Little shared knowledge about how to proceed;Variety of approaches being used – few based on other successful models.
About rural tourism products
There is a lot of unique product potential
But lack of awareness of potential products
Limited use of packaging to make rural products visible and accessible
Some product saturation – similar products in different communities vs. unique positioning
Observations on access
Huge problems with access to most rural areas
Maps, routes, signage and transportation networks need to emerge to get people to unique products
Limited use of regional approach to tourism development – competition vs. cooperation
Observations about coordination
Lack of understanding and/or support of tourism development in many rural areas
Silos have emerged in tourism marketing and economic development
Core attractions are mostly public and not for profit but face challenges to become “market ready” and remain viable
Your input…
What are your observations of tourism development in rural areas?What do you feel are the top three priorities to help support rural tourism development in Northern Alberta?What is one question that you would like answered about how to develop successful tourism?
For more information
Statistics Canada (2005). A visit to Canada’s countryside: rural tourism. Rural and Small Town Canada Analysis Bulletin, Vol 6, No. 5 (July). Available free at: http://www.statcan.ca:8096/bsolc/english/bsolc?catno=21-006-X&CHROPG=1 Malaspina University-College. Case for the Endowed Chair in Tourism and Sustainable Rural Development. Available at: http://research.mala.bc.ca/docs/rural%20book.pdf
