Spring is here, summer is fast approaching and the tourism industry has big plans for British Columbia and the Sunshine Coast.
Representatives from the Tourism Industry Association of BC (TIA BC), Destination BC and Aboriginal Tourism BC (ATBC) met at a public forum at the Raven’s Cry Theatre in Sechelt to present their ideas on March 26.
Although a lot was discussed, the forum, sponsored by Sunshine Coast Credit Union, hinged on a few key topics, specifically, boosting B.C. in the global market share of tourism.
For years, Canada has maintained one of the top spots in global tourism but has slipped to number 17 recently.
“I’ve heard the expression ‘tourism is the tip of the investment spear,’” said Marsha Walden, CEO of Destination BC. “If you think about someone first experiencing B.C. as a visitor, they get some confidence around what this place is in terms of political stability, personal safety and other aspects.”
According to the panel, in theory, the tourist would then start investing in B.C., maybe by sending their kids to school here, maybe by purchasing a summer home. Ultimately, the hope is that they would immigrate here. According to Walden, this is fairly common.
“All of those things are very linked and it starts, often, with just a visit,” she said.
Ian Robertson, CEO of TIA BC, outlined some of the financial benefits of tourism. Citing statistics from Go2HR.com and the 2013 Deloitte study, Robertson estimated that the tourism industry in B.C. pulls in almost $14 billion annually and provides around 132,000 jobs in 19,000 businesses.
“Over 99 per cent of these businesses are small entrepreneurial operators, many with less than five employees,” Robertson said. “It’s a very unique industry to work in and it delivers significant tax revenue to the province.”
Tourism is also a major employer of youth, since the tourist season falls conveniently around the same time that students are out of school and in need of temporary or part-time employment.
Although, as Robertson pointed out, the jobs aren’t only entry level.
“People perceive tourism to be, traditionally, lower paying jobs. That’s not always the case,” he said. “If you take that one step further and you look at a hotel, for example, you have several senior individuals in that hotel who are making a good income.”
He referenced skilled positions like the engineers who maintain the mechanical workings of a hotel, the lawyers they keep on retainer and the managers — many of whom started as entry level employees.
The presenters all agreed the biggest problem facing B.C.’s tourism industry is the challenge of getting here. For most countries, Canada is an expensive destination.
“There are a lot of exotic, cheap and cheerful choices for travellers today. Unless we are building value into the experiences that people will get here, we’re not going to fare very well,” Walden said. “We need to make sure our experiences really create value.”
Chief Calvin Craigan of the shíshálh Nation and Candace Campo, director for the shíshálh Nation’s cultural department, also spoke in support of furthering tourism in B.C. and on the Coast.
“One thing I’m very excited about is the role of Aboriginal Tourism BC,” Campo said. “I’ve been a member for over five years now, and ATBC has just exploded in their efforts and accomplishments promoting Aboriginal tourism at the international level.”
Craigan spoke to the problem of offering an experience that creates value for tourists.
“I think it’s important that our culture, our artists, are showcased. It’s those various people who are attracting and communicating with people at a national level and an international level,” Craigan said.
“These are the people who are promoting the shíshálh people, and that’s what we need to continue to do. I’m very happy that the government and Tourism BC and all of the local governments are getting on board to showcase, not only our land, but also our people.”
