Editor:
Jacob Roberts raised the point of accountability in his July 24 opinion column regarding the two per cent hotel tax (“Brother, can you spare two bucks?”). The Sunshine Coast can join a provincial program currently in effect in 53 other B.C. communities where eligible accommodations (those currently charging PST) collect two per cent of the bill to be used for tourism marketing for a five-year trial period. The funds are remitted to the province and returned, in this case, to Sunshine Coast Tourism to be spent according to a business plan.
Who is Sunshine Coast Tourism (SCT)? This non-profit organization is made up of 275 businesses up and down the Coast involved in tourism, including accommodations, activity providers, restaurants, festivals, artists, retailers and other businesses. It is governed by an elected board of directors representing each sector. Four of those directors are elected only by the accommodators who would collect the hotel tax, ensuring direct input from the sector. In its business plan, SCT will create a marketing advisory committee made up of eight accommodators who are chosen by the accommodation sector to advise on marketing priorities.
SCT’s mandate is to promote the entire region and to specifically promote the shoulder season, where occupancy rates are significantly lower. SCT showcases the region’s strengths: the gorgeous laid-back Pacific Coast, outdoor adventure, and arts, culture and heritage. SCT creates advertising, attends consumer trade shows, brings journalists to the region, and is active in social media.
All of our competing regions from Sea to Sky, Vancouver Island and the Okanagan already use the hotel tax to market their communities to tourists and are able to significantly outspend and out-market the Sunshine Coast. Accommodation owners have the opportunity to lead by working together to build a healthy, sustainable tourism industry for the Sunshine Coast.
Sunshine Coast Tourism, Board of Directors
