Details from the Destination Canada Release below:
Destination Canada has launched a new pilot project called the Tourism Corridor Strategy Program, which aims to accelerate the intentional development of tourism corridors or clusters of tourism assets across Canada. In partnership with a variety of stakeholders across provincial and territorial boundaries, this collaborative project will benefit not only the communities and destinations involved but will also bolster Canada’s competitiveness by giving visitors more reasons to travel to new regions across Canada.
A corridor is a geographic region or a route that connects different destinations with significant tourist attractions, such as:
Corridors have the potential to offer a range of attractions and experiences that are connected by a scenic and convenient route, making them popular amongst visitors who want to explore multiple destinations in a single journey, ultimately benefitting local communities.
“As a country, we aim to offer legendary experiences for our guests, end-to-end but for our tourism sector to grow and truly thrive, we must equally consider the aspirations of communities as hosts, said Marsha Walden,” President and CEO, Destination Canada. “Our new pilot program will help to fill the existing gap in cross-boundary, intentional, destination development and ultimately help build a more resilient tourism industry that contributes to the wealth and wellbeing of Canadians, while also making Canada a more competitive destination, aligning our offering with the expectations of today’s high value guests.”
As part of the Tourism Corridor Strategy Program, Destination Canada, along with a consultant, and selected corridor partners will co-create and deliver a strategy, implementation plan, and financial plan to support a regenerative approach to the development of these tourism corridors in the future.
One selected corridor is the Sustainable Journey from Prairies to Pacific. This project leverages Highway 3 which is a key interprovincial corridor linking the large urban hubs of Southern Alberta and British Columbia’s lower mainland. This corridor will integrate the existing key strategies and experience themes in Alberta and British Columbia to produce a collection of potential investment opportunities, as well as infrastructure enhancements to grow demand and manage visitation in the long-term.
“British Columbia offers residents and visitors immensurate opportunities to enjoy world-class outdoor recreation, to sample local fare from the lands, and to learn more about the people and places that make this province so special. The Prairies to Pacific Corridor initiative will support investments in authentic and transformational experiences – along with the necessary infrastructure and amenities – across the route, thereby increasing interactions between residents, visitors, and place; increasing the dollars spent in our communities; and, motivating overnight stays in all seasons, to ensure regenerative benefits that tourism can bring are enjoyed year-round. This support from Destination Canada and the important partnership with Travel Alberta will allow tourism to continue to support vibrant, thriving communities across our provinces.” Alison McKay, Vice President, Destination Management, Destination BC
“Rural tourism development in high-potential areas is key to doubling the value of Alberta’s visitor economy. This collaboration with Destination Canada and Destination BC will further accelerate our current tourism development planning efforts, enhance interprovincial connectivity, and highlight prime opportunities to invest in sustainable visitor experiences and boutique accommodation across the Southern Rockies region.” Jon Mamela – Chief Commercial Officer & Senior Vice President, Travel Alberta
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