TOURISM BC REPORT:  Capitalizing on Tourism Trends and Opportunities
by go2

From foraging for mushrooms and crab-catching to wilderness hiking tours, culinary classes and more, a growing number of travelers are seeking unique and interactive experiences while on vacation. Together with a rising interest in eco-tourism, this experiential tourism trend is growing at a significant pace. 

Experiential tourism involves offering visitors a relationship with the culture. It’s not just visiting a museum to see statues; it’s about making art at a museum. “Today’s travelers are getting more sophisticated, and are looking for new and genuine experiences,” says Janice Greenwood-Fraser, Travel Media Relations Specialist at Tourism BC. “And the tourism industry needs to keep up and serve these changing interests in an authentic way.”

Recognizing this important trend, Tourism BC has developed a number of initiatives including Experiences BC. This program identifies and works with sector associations and consortiums in their efforts to develop a new or emerging tourism product, and then promote it with a provincial focus. Some examples of sectors that Experiences BC is working with include history and heritage, Nordic activities, river outfitters, camping, RV, and backcountry lodges.

Community Tourism Foundations is another Tourism BC program that aims to help the industry take advantage of tourism opportunities and trends through developing a plan to help grow and maximize a community’s tourism opportunities. Along with addressing the community’s economic and tourism environments (and other factors), the tourism plan outlines the respective community’s opportunities and the necessary steps to meet those opportunities and trends. 

Laura Plant, Manager of Community Tourism Foundations at Tourism BC, says there are many opportunities for accommodation operators to partner and package with other businesses to capitalize on the growing trend of experiential tourism. “If you think about it, a visitor’s experience in a community includes many different activities and choices,” Plant explains. “That’s why being involved in your community’s tourism planning enables you to better understand these opportunities - and how you can play a role in destination development and tourism trends.” 

Tourism trends are mainly identified through the Tourism BC Research Department’s efforts and initiatives, such as annual visitor surveys, in-market consumer surveys, and consumer studies, including the Travel Activities and Motivations Survey. “Information on visitors’ interests, trends, and awareness of BC’s products plays a key role in Tourism BC’s product development and marketing activities,” explains Richard Porges, Director of Research at Tourism BC. 

Based on industry research, another growing trend is eco-tourism, which is garnering much broader interest than ever before. Tourism BC is prioritizing its efforts to be climate responsible and is partnering with the Council of Tourism Associations of BC (COTA) and the Ministry of Tourism, Sport and the Arts to develop a climate action strategy for BC’s tourism industry. Knowing that true responsibility starts within, Tourism BC recently commissioned an audit to review the organization’s own activities to determine its carbon footprint. Most importantly, the audit will include recommendations for helping to minimize the organization’s environmental impact. 
“These efforts address this growing concern and trend, while also aligning with Premier Campbell’s goals to make the province a leader in tackling climate action,” says Ray LeBlond, Director of Corporate Communications at Tourism BC. “In fact, many BC tourism operators have long been leaders in marrying tourism opportunity with eco-friendly products and experiences. These activities often also rate high in education, which may be one of the most important tools in moving ahead on climate action.”

In working with the industry towards this goal, Tourism BC is in the process of creating an Environmentally Responsible Tourism workshop and guidebook for interested businesses throughout the province. Tourism BC is also working diligently to research important consumer information to better understand how to develop and market eco-friendly experiences and products, and which demographics to target.

Through key research, practical consultations, workshops, and innovative development and marketing programs, Tourism BC continues to promote and support the industry by offering visitors Super, Natural experiences and products.

For more information on Tourism BC’s programs, visit www.tourismbc.com.