COMMUNITY TOURISM DEVELOPMENT - New Directions, New Resources, New Strategies

2 Objectives: 1.Inform local governments of resources available to help promote tourism 2.Showcase successful examples of tourism planning and development 3.Discuss successes, issues, and priorities for local governments related to tourism

3 PARTNERS

4 UBCM Local Government Survey, Spring % of local governments surveyed indicated they expected to increase tourism planning and promotion activities in the near future 70% of local governments surveyed indicated they expected to increase tourism planning and promotion activities in the near future

5 Local Governments and Tourism Sponsoring and holding festivals, tournaments, conferences and other events Sponsoring and holding festivals, tournaments, conferences and other events Developing tourism-related infrastructure, like beaches, marinas, conferences centres, and arenas Developing tourism-related infrastructure, like beaches, marinas, conferences centres, and arenas Developing markets through economic development planning Developing markets through economic development planning Attracting tourism-sector investors and supporting tourism businesses Attracting tourism-sector investors and supporting tourism businesses Promoting local amenities Promoting local amenities And more… And more… Sponsoring and holding festivals, tournaments, conferences and other events Sponsoring and holding festivals, tournaments, conferences and other events Developing tourism-related infrastructure, like beaches, marinas, conferences centres, and arenas Developing tourism-related infrastructure, like beaches, marinas, conferences centres, and arenas Developing markets through economic development planning Developing markets through economic development planning Attracting tourism-sector investors and supporting tourism businesses Attracting tourism-sector investors and supporting tourism businesses Promoting local amenities Promoting local amenities And more… And more…

6 PARTNERS

7 Deputy Minister Virginia Greene - Ministry of Tourism, Sport and the Arts “The New Ministry Perspective on Tourism”

8 Laura Plant - Manager, Community Development - Tourism British Columbia “Building a Foundation for Community Tourism”

9 Councillor Corinne Lonsdale - UBCM Tourism Task Force Vice Chair - Councillor, District of Squamish “The UBCM Community Tourism Program”

10 Premier’s Announcement UBCM Convention 2004 “I want you to understand that this is going to be your money. You can use it how you see fit whether it’s for marketing or building products or connecting with other people” “I want you to understand that this is going to be your money. You can use it how you see fit whether it’s for marketing or building products or connecting with other people”

11 Consultations - Late 2004, early Various local governments / CAOs - Ministry of Small Business and Economic Development - Tourism BC - BC Centre for Tourism Leadership and Innovation - Council of Tourism Associations of BC - Others… - Various local governments / CAOs - Ministry of Small Business and Economic Development - Tourism BC - BC Centre for Tourism Leadership and Innovation - Council of Tourism Associations of BC - Others…

12 Primary Goal: To assist local governments in increasing tourism activity that, in turn, will build stronger economies.

13 Indirect Goals: Help ensure that the Province achieves its goal of doubling tourism in the next ten years, and supports the Province’s Spirit of 2010 Tourism Strategy Enhance the program management capacity of UBCM Increase industry’s awareness of the role of local government Help ensure that the Province achieves its goal of doubling tourism in the next ten years, and supports the Province’s Spirit of 2010 Tourism Strategy Enhance the program management capacity of UBCM Increase industry’s awareness of the role of local government

14 Guiding Principles 1. Fair and equitable access to program activities by local governments. 2. Recognize and accommodate the relative capacity of smaller communities. 3. Avoid duplication of existing tourism initiatives (particularly in marketing); should encourage innovative partnerships; and where appropriate, complement initiatives of other agencies. 4. Recognize the diversity of readiness and tourism development needs of different communities. 5. An open and transparent participation process. 1. Fair and equitable access to program activities by local governments. 2. Recognize and accommodate the relative capacity of smaller communities. 3. Avoid duplication of existing tourism initiatives (particularly in marketing); should encourage innovative partnerships; and where appropriate, complement initiatives of other agencies. 4. Recognize the diversity of readiness and tourism development needs of different communities. 5. An open and transparent participation process.

15 Guiding Principles (cont.) 6. Fill the gaps in sectors not being marketed or areas that have yet to identify their potential. 7.Communities should have wide latitude to determine which activities would be of greatest assistance to increasing tourism activities; the program should not be overly prescriptive in terms of eligible activities. 8.Recognize the variety of roles played by local government. 9.Funding is not to be used to replace existing local programs or activities and should result in new, increased activities. 6. Fill the gaps in sectors not being marketed or areas that have yet to identify their potential. 7.Communities should have wide latitude to determine which activities would be of greatest assistance to increasing tourism activities; the program should not be overly prescriptive in terms of eligible activities. 8.Recognize the variety of roles played by local government. 9.Funding is not to be used to replace existing local programs or activities and should result in new, increased activities.

16 Task Force created - April 2005

17 Program Guidelines Two phases - allowing review of Phase 1 prior to development of Phase 2 All local governments receive funds - “entitlement based” Two phases - allowing review of Phase 1 prior to development of Phase 2 All local governments receive funds - “entitlement based”

18 Program Guidelines Local governments to determine their own priorities subject to eligible projects identified: Capital projects Capital projects Planning Planning Special events development (e.g., tournaments, festivals, etc.) Special events development (e.g., tournaments, festivals, etc.) Marketing Marketing Local governments to determine their own priorities subject to eligible projects identified: Capital projects Capital projects Planning Planning Special events development (e.g., tournaments, festivals, etc.) Special events development (e.g., tournaments, festivals, etc.) Marketing Marketing

19 Task Force Recommendations - Program Guidelines Per-capita based, with scaling to provide additional support for small communities Per-capita based, with scaling to provide additional support for small communities Additional funding provided to communities that: Additional funding provided to communities that: Do not derive revenue from levying the 2% hotel tax Do not derive revenue from levying the 2% hotel tax Have low tourism activity levels Have low tourism activity levels

20 Eligibility Requirements Minimal requirements: Plan for use of funds required / basic business case Plan for use of funds required / basic business case Final report required Final report required 25% of funds held back until reports received 25% of funds held back until reports received Minimal requirements: Plan for use of funds required / basic business case Plan for use of funds required / basic business case Final report required Final report required 25% of funds held back until reports received 25% of funds held back until reports received

21 Proposals Already Received… Passenger-train station revitalization Passenger-train station revitalization Circle/farm tour and interpretive nature centre Circle/farm tour and interpretive nature centre Downtown beautification and VIC upgrade Downtown beautification and VIC upgrade Walking and hiking trail maps Walking and hiking trail maps Festival development Festival development Passenger-train station revitalization Passenger-train station revitalization Circle/farm tour and interpretive nature centre Circle/farm tour and interpretive nature centre Downtown beautification and VIC upgrade Downtown beautification and VIC upgrade Walking and hiking trail maps Walking and hiking trail maps Festival development Festival development

22 Terry Hood General Manager, BC Centre for Tourism Leadership and Innovation “New On-Line Tourism Resource Portal and Other Services”

23 Mary Mahon-Jones CEO, Council of Tourism Associations of British Columbia “Local Government Best Practices for Supporting Tourism Businesses”

24 Rod Harris President and CEO, Tourism British Columbia “Navigating the New Tourism Landscape”

COMMUNITY TOURISM DEVELOPMENT - New Directions, New Resources, New Strategies

26 PARTNERS