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The Next Phase: A Five-Year Strategy for Aboriginal Cultural Tourism in British Columbia

This strategy outlines the goals and initiatives for Aboriginal cultural tourism in British Columbia from 2012 to 2017. It focuses on market readiness, partnerships, online marketing, key and emerging markets, authenticity and quality assurance, and a regional approach.

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The Next Phase: A Five-Year Strategy for Aboriginal Cultural Tourism in British Columbia

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  1. The Next Phase: 2012-2017 A Five-Year Strategy for Aboriginal Cultural Tourism in British Columbia

  2. The Next Phase Five-year Strategic Targets for Success. Key Five-year Strategies.

  3. Recognized as a World Leader AtBC is frequently utilized by other countries and regions as a resource for best practices in Aboriginal cultural tourism.

  4. A Proven Record of Success AtBC achieved all identified and agreed upon performance indicators for the implementation of the Blueprint as established by our funding partners.

  5. The Time is Right

  6. One in four visitors wants to add an Aboriginal cultural tourism experience to their trip.

  7. Overall Aboriginal cultural tourism incidence  rates increased by 69%between 2006 and 2010.

  8. Five-Year Strategic Targets for Success

  9. Revenue of $68 million (10% growth per year)

  10. Employment at 4000 full-time equivalent (10% growth per year)

  11. 100 Market-Ready Aboriginal cultural tourism businesses(10% growth per year in every region)

  12. Key Five-Year Strategies(Six)

  13. First StrategyPush for Market-Readiness

  14. Business and product development training  programs.

  15. Community capacity building training programs.

  16. Front-line employment skills training programs.

  17. Second StrategyBuild and Strengthen Partnerships

  18. Strengthen existing partnerships with the Provincial and Federal governments.Strengthen existing partnerships with the Provincial and Federal governments.

  19. Expand partnerships with each of the Regional Destination Marketing Organizations.

  20. Assist Aboriginal communities throughout the province in economic development initiatives related to tourism.

  21. Increase partnerships with non-Aboriginal tourism businesses.

  22. Create and expand partnerships with  educational institutions and other training and development organizations.

  23. Third StrategyFocus on Online Marketing

  24. Upgrade existing websites and expand online advertising initiatives.

  25. Ensure that all online Marketing activities are successful on a range of desktop and mobile devices.

  26. Integrate social media activity into every marketing campaign.

  27. Expand AtBC’s collection of digital image and video Expand AtBC’s collection of digital image and video  assets.

  28. Provide AtBC Stakeholders with access to online marketing expertise and resources.

  29. Fourth StrategyFocus on Key and Emerging Markets

  30. Work in collaboration with the Province of BC on international marketing programs.

  31. Attend consumer, travel trade and media trade shows and events in the five key markets.

  32. Work in collaboration with Regional Destination Marketing Organizations.

  33. Deliver niche marketing campaigns for experiences such as culinary tourism. 

  34. Develop German language online marketing and print campaigns.

  35. Fifth StrategyFocus on Authenticity and Quality Assurance

  36. Increase the number of certified Authentic  Aboriginal tourism businesses.

  37. Expand the existing Authentic Aboriginal program to include certification of Authentic Aboriginal performers and artisan products.

  38. Develop a quality assurance program to  help ensure that every visitor receives the best possible experience.

  39. Sixth StrategyRegional Approach

  40. Develop six comprehensive regional Aboriginal cultural tourism strategies.

  41. Promote packages along routes connecting  multiple regions of the province and develop  other inter-regional initiatives.

  42. Develop programs connecting BC’s diverse coastal experiences.Develop programs connecting BC’s diverse coastal experiences.

  43. Work in close collaboration with Regional and Community Destination Marketing Organizations.Work in close collaboration with Regional and Community Destination Marketing Organizations.

  44. Continue to operate the Klahowya Village in Stanley Park and expand this event Continue to operate the Klahowya Village in Stanley Park and expand this event  to include events in Victoria and Kamloops.

  45. Estimated Five-Year Project Expenditures

  46. Text The Next Phase: 2012-2017 A Five-Year Strategy for Aboriginal Cultural Tourism in British Columbia

  47. Keith HenryChief Executive Officerkhenry@AboriginalBC.com www.AboriginalBC.com

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