Community Tourism Development

Mountain Bike Tourism and Community Development

in British Columbia:

Critical Success Factors for the Future

Presented by:

Ray Freeman

Vancouver Island Sport Tourism Council

August 25, 2011

Community Tourism Development

Overview

• Why Community Tourism Development?

• Community Benefits

• How to get there

• Research Findings

• Recommendations for Practice

Community Tourism Development

Intermission...

Hornby Island, BC

Community Tourism Development

Why Community Tourism?

...and why Mountain Biking...

• gaining critical-mass

• fastest growing segment in adventure tourism

• business/govt & social media momentum

• cost-effective for communities

• multiple potential benefits

Community Tourism Development

Potential Community Benefits

• recreational opportunities• youth / community social / health

• destination awareness

• tourism revenue, taxation revenue

• community infrastructure

• spin-offs for direct and indirect businesses

• social capital

• this list is NOT comprehensive

Community Tourism Development

Economic Impact

• Sea to Sky Mountain Biking Economic Impact Study

(MBTA, 2006)

• Outside visitors to the North Shore, Squamish,

Whistler, Pemberton corridor

• $10.3 m revenue(June 4 to September 16)

• Whistler Mountain Bike Park$16.2 m

• Crankworx Mountain Bike Festival$11.5 m

Community Tourism Development

Critical Success Factors:

• Community Champions / Stakeholders / Political Will

• Infrastructure / Amenities / Supporting Services

• Legislation / Regulatory Frameworks

• Destination Marketing / Management

• Physical Geography / Terrain / Trails

• Funding Sources (Private / Public / In-Kind)

• Mtn Bike Clubs / Schools / Camps / Programs

• Mtn Bike Culture / Lifestyle / Events

Community Tourism Development

Community Champions /

Stakeholders / Political Will:

• Mountain Bike Resorts

• Commercial Tour Operators

• Destination Marketing Organizations

• First Nations

• Industry Groups (Mountain Bike Clubs)

• Mountain Bike Tourism Services (Accommodation, food, rental, transport)

• Provincial Government Agencies

• Regional & Municipal Governments

• Trail Stewardship Groups

• Private Landowners

• Event Organizers (Festivals/Races)

• Educational Institutions

• Mountain Bike Consultants

• Insurance Experts

• Athletes & Professional Mountain Bikers

Source: Tourism BC, 2010

Community Tourism Development

How to get there?

• Develop regional cycling tourism initiative

• ie: Touring and family trails (rails-to-trails)

• Communications with regional partners

• Identify Critical Success Factors

• Identify collaborative opportunities

• Seek external knowledge / resources

• Periodic evaluation of plan

Community Tourism Development

Contingent Factors

(Emerging Clusters)

Non-Contingent Factors

(Maturing Clusters)

Innovation / Outlier Strategies / Alternative Factors and Approaches

Community Tourism Development

North Cowichan Case-Study

• Identify bike-related activities currently in the region

• Current issues / challenges / demographics / trends

• Range of potential opportunities & impacts

• Create awareness among stakeholders

• Alignment with OCP and Community Vision

• Encourage Spin-Off benefits

• Compare with other community (cycling) plans

Community Tourism Development

Intermission...

Whale Paddle (2005) By Chris Paul

Tsartlip First Nations Artist

Painted ash

Burnt Bridge, Cowichan Lake, B.C.

Community Tourism Development

VISTC Partnership Opportunities

• Municipalities

• Regional Districts

• Destination Marketing/Management Organizations

• Mountain Bike Tourism Association (Mountain Biking BC)

• First Nations

• Industry Groups (Mountain Bike Clubs)

• Mountain Bike Tourism Services (Accommodation, food, rental,

transport)

• Provincial Government Agencies

• Community Futures

• Island Coastal Economic Trust

• Event Organizers (Festivals/Races)

• Educational Institutions

• Consultants

• Vancouver Island Health Authority

• Corporate Sponsors

• Service Clubs

Community Tourism Development

Summary

• This approach is applicable to any tourism product

• It’s all about Partnerships

• Conversations can reveal hidden resources

• Strategic planning with a collective vision

• It’s been done before!

Conservation Drum (2006) By Chris Paul

Tsartlip First Nations Artist

Painted deer hide drum

Community Tourism Development

Thank you!

Questions?

Ray Freeman

250.744.5653

LeftCoastInsights@shaw.ca

Ray.Freeman@RoyalRoads.ca

Twitter: LeftCoastInsite

http://ca.linkedin.com/in/rayfreeman

Also on Facebook!