Published Articles

Experience Vancouver Island (in Business Vancouver Island)

Experts in the tourism industry have noted a change in the way that tourists travel. No longer do the masses decide where they want to go and book their tickets. Rather they decide on the experience they want to have and then search for the destination that will offer that memory.

That change in traveller attitudes needs to bring a change in tourism marketing. Selling the Island beauty and mild climate alone may not draw travellers. Instead we have to paint a picture of a lasting experience to grab their attention.

Destination marketing organizations such as Tourism BC, Tourism Vancouver Island and Tourism Victoria have been adjusting to the shifts in the marketplace over the last few years. They stress the importance of individual operators to do the same and partner with the organizations in their area to promote their experience opportunities to visitors.

Some small operators may feel that their business is not in the same ballpark as larger operators that might benefit from tourism organizations. Not so says the experts. Small operators may in fact have the advantage of being able to be more flexible with their product offerings and more able to tailor their experiences for travellers. That flexibility is key to taking advantage of a changing market. In fact a prominent Victoria industry expert borrows from a quote from Charles Darwin when he notes that it is not the strongest or the most intelligent of the species that survives, but rather the one that is the most adaptable to change. 

According to trends in tourism collected by Chemistry Consulting, the travel industry is changing in another way. Though international tourism is up by approximately 64% over the last five years, travel to North America is down. The most significant downturn in the Canadian market is from the United States, though Washington State remains quite strong.

The prime target market for tourism operators on the Island should now be the close-in markets - people from western Canada and the Seattle area in particular. Travellers appear to be reacting to economic uncertainty by staying closer to home, looking for great experiences in their own back yards – or the back yards of their very close neighbours. Statistics also show that a good portion of travellers are baby boomers  with more disposable income and that tour groups are somewhat smaller than in previous years.

It is difficult to know what the economy will bring over the summer months. But research shows people still want a break and tourism organizations have provided a good sketch of their wants and behaviours. The job for our industry operators is to present that unforgettable experience that their guests can find only on Vancouver Island.

Articles - 2010

Articles - 2009