Download - The Next Phase: 2012-2017 A Five-Year Strategy for Aboriginal Cultural Tourism in British Columbia
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The Next Phase: 2012-2017A Five-Year Strategy for Aboriginal Cultural Tourism in British Columbia
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The Next PhaseFive-year Strategic Targets for Success.
Key Five-year Strategies.
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Recognized as a World Leader AtBC is frequently utilized by other
countries and regions as a resource for best practices in Aboriginal cultural tourism.
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A Proven Record of SuccessAtBC achieved all identified and
agreed upon performance indicators for the implementation of the Blueprint as
established by our funding partners.
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The Time is Right
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One in four visitors wants to add an Aboriginal cultural tourism
experience to their trip.
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Overall Aboriginal cultural tourism incidence rates increased by 69%between 2006 and 2010.
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Five-Year Strategic Targets
for Success
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Revenue of $68 million (10% growth per year)
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Employment at 4000 full-time equivalent (10% growth per year)
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100 Market-Ready Aboriginal cultural tourism businesses
(10% growth per year in every region)
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Key Five-Year Strategies
(Six)
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First StrategyPush for
Market-Readiness
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Business and product development training programs.
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Community capacity building training programs.
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Front-line employment skills training programs.
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Second StrategyBuild and Strengthen
Partnerships
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Strengthen existing partnerships with the Provincial and Federal governments.
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Expand partnerships with each of the
Regional Destination Marketing Organizations.
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Assist Aboriginal communities throughout the province in economic development
initiatives related to tourism.
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Increase partnerships with non-Aboriginal tourism businesses.
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Create and expand partnerships with educational institutions and
other training and development organizations.
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Third StrategyFocus on Online
Marketing
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Upgrade existing websites and expand online advertising initiatives.
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Ensure that all online Marketing activities are successful on a range of desktop
and mobile devices.
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Integrate social media activity into every marketing campaign.
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Expand AtBC’s collection of digital image and video assets.
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Provide AtBC Stakeholders with access to online marketing expertise and resources.
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Fourth StrategyFocus on Key and Emerging
Markets
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Work in collaboration with the Province of BC on international marketing programs.
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Attend consumer, travel trade and media trade shows and events
in the five key markets.
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Work in collaboration with Regional Destination Marketing Organizations.
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Deliver niche marketing campaigns for experiences such as culinary tourism.
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Develop German language online marketing and print campaigns.
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Fifth StrategyFocus on
Authenticity and Quality Assurance
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Increase the number of certified Authentic
Aboriginal tourism businesses.
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Expand the existing Authentic Aboriginal program to include certification of Authentic
Aboriginal performers and artisan products.
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Develop a quality assurance program to help ensure that every visitor receives
the best possible experience.
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Sixth StrategyRegional Approach
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Develop six comprehensive regional Aboriginal cultural tourism strategies.
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Promote packages along routes connecting multiple regions of the province and develop
other inter-regional initiatives.
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Develop programs connecting BC’s diverse coastal experiences.
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Work in close collaboration with Regional and Community Destination
Marketing Organizations.
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Continue to operate the Klahowya Village in Stanley Park and expand this event
to include events in Victoria and Kamloops.
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Estimated Five-Year Project
Expenditures
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2012/13
Push for Market-Readiness $650,000
Build and Strengthen Partnerships $200,000
Focus on Online Marketing $300,000
Focus on Key and Emerging Markets $650,000
Focus on Authenticity and Quality Assurance
$150,000
Regional Approach $100,000
$2,050,000
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Five-year Total
Push for Market-Readiness $3,250,000
Build and Strengthen Partnerships $1,000,000
Focus on Online Marketing $1,500,000
Focus on Key and Emerging Markets $3,250,000
Focus on Authenticity and Quality Assurance
$750,000
Regional Approach $500,000
$10,250,000
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The Next Phase: 2012-2017A Five-Year Strategy for Aboriginal Cultural Tourism in British Columbia