Highlights of the Tourism Industry Conference

More than 600 delegates from across the province attended the Tourism Industry Conference organized by the Council of Tourism Associations (COTA) from February 20–22, with highlights including announcements by Premier Gordon Campbell of initiatives aimed to boost tourism revenues.

At a speech during the conference, Premier Campbell announced support for tourism marketing with an increase in the amount of hotel room tax provided to Tourism BC from 1.65 points to 3 points of the 8% collected. 
Premier Campbell said the increase is designed to help Tourism BC assist the province in achieving its goal of doubling tourism revenues by 2015 by ensuring its marketing budget is on par with or better than BC’s competitors.

“This has been a long time coming and will greatly assist the industry in meeting its revenue targets,” commented Jim Storie, Chair of COTA.

The conference opened with a keynote address by John Furlong, President and CEO of VANOC, whose inspirational call-to-action challenged the industry to commit itself to achieving greatness. This message was reinforced in the closing address by Dr. Roberta Bondar, Canada’s first female astronaut. 

The conference also included networking opportunities and other informative speakers who provided insight on a range of topics, from the latest travel marketing trends and creative business solutions for the tourism labour shortage, to opportunities in BC’s Aboriginal tourism sector. The final conference sessions included a roundtable with COTA’s partners in First Nations, mining, forestry, and government, and the unveiling of plans for a joint industry-government strategy for enhancing the BC tourism industry’s reputation as a world leader in environmental sustainability and climate change. 

In his speech, Premier Campbell unveiled the design of a new $4.6 million Peace Arch Gateway Visitor Centre to be opened in February 2009. The Premier also touched on a variety of topics of great interest to the tourism industry including the environment, air access, transportation infrastructure, visitor information and guest hospitality, and the Olympics. 

“We’re working closely with the provincial government to remove barriers to the health and vitality of the industry, such as enhancing air access from key overseas markets” explained COTA President and CEO Stephen Regan. “The Premier’s announcements were most welcome and we look forward to working together in the days ahead to further support an industry so vital to this province.”

Other highlights of the conference included the ninth annual BC Tourism Awards, presented by Tourism BC and COTA. The COTA-sponsored Foresight Sustainability Award, which recognizes a tourism business for leadership in social/cultural, economic, and environmental sustainability, was awarded to the Vancouver Aquarium. The Vancouver Aquarium was chosen for its groundbreaking activities supporting the conservation of regional fish habitats and healthy populations of sea lions, whales, and other Pacific Northwest marine mammals as well as its programs, such as Ocean Wise, that support sustainable seafood choices. For more information on award winners go to www.tourismbc.com.