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Vancouver, Coast & Mountains
October 2020 Newsletter
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Aerial photo of Vancouver including Stanley Park | Tourism Vancouver/Albert Normandin
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This year's Vancouver, Coast & Mountains (VCM) Annual Industry Forum will be held virtually, via Zoom, on Wednesday, December 2. We will be sharing the latest updates from Destination BC, including marketing and destination development work that is taking place in the region, and you'll hear from some of our key industry partners: The Tourism Industry Association of BC (TIABC), Indigenous Tourism BC (ITBC), and go2HR. A Zoom link to join the Forum will be circulated to registered delegates prior to the event. You can register here.
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As the COVID-19 pandemic persists, we know these are difficult times for our industry. In the sections below, you will find information about recent work we have been undertaken with partners in the region, including focused and effective recovery efforts. Please share this newsletter with your colleagues and tourism friends, and encourage them to subscribe to receive future editions of our industry newsletters. As always, if you have any questions about Destination BC’s programs in support of VCM, or provincial and federal recovery efforts, please don’t hesitate to reach out to the team at [email protected].
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Sincerely,
Peter Harrison
Director, Industry Partnerships & Visitor Services, Destination BC
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Francine Douglas, VCM Indigenous Tourism Specialist.
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Welcome Francine Douglas—VCM's New Indigenous Tourism Specialist
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In partnership with Indigenous Tourism BC (ITBC), VCM, managed under Destination BC, is delighted to welcome Francine Douglas to the ITBC team as the Indigenous Tourism Specialist for the region. Francine will collaborate with Indigenous communities and industry partners to support the advancement of Indigenous tourism by providing responsive and respectful regionally specific programs, services, and projects, with a focus on experience and destination development.
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The Province Launches Small and Medium Business Recovery Grant Program
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BC's Small and Medium-Sized Business Recovery Grant program will invest up to $300 million in targeted financial support for some of the hardest hit businesses in BC that employ between two and 149 BC residents and have experienced declines in revenue since March 10, 2020. Grants of $10,000 to $30,000 are available. An additional $5,000 to $10,000 grant is available to eligible tourism-related businesses that have been hit especially hard by COVID-19. The program runs until March 31, 2021 or until the funds are fully allocated, whichever comes first.
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Rediscover one of BC’s most well-travelled corridors this fall.
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Destination BC's Fall Recovery Campaign
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Destination BC's fall recovery campaign is in-market until November 11, utilizing paid, owned, and earned activities across traditional and digital channels. Targeted towards a BC audience, the campaign showcases how much VCM has to offer and encourages residents to rediscover unique fall scenery and activities across the region, with an immediate call to action to book trips now. The campaign also highlights bookable fall city and urban stays through: TV spots; Digital videos; Digital ads on Google, Pinterest, Facebook and Instagram; English and in-language radio ads and print ads, and more.
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We're inspiring British Columbians to "get reacquainted with Richmond".
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Shining a Spotlight on Vancouver and Richmond
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With the goal of encouraging British Columbians to book trips and explore BC’s urban centres, including Richmond and Vancouver, Destination BC created two new videos. The Vancouver video highlights “what makes Vancouver so special”, and supports Tourism Vancouver’s #VancouverComeBack initiative and partners in their ComeBack deals page. The Richmond video uses stunning imagery to showcase popular experiences to get “reacquainted with Richmond”. The videos were shared across our consumer Instagram, Facebook, and Twitter accounts, gaining over 30,000 views to-date.
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The Explore BC Local series on Instagram.
Meet Anita Naidu from Whistler | @abrownpanther
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The 'Explore BC with Locals' series on social media was launched as a pilot project this summer, and will continue into the fall and winter. As part of the series, we invite BC residents to share their favourite ways to experience and explore the place they call home. To date, 12 VCM residents have been featured in posts shared on our consumer Instagram and Facebook channels. Follow along on Instagram and Facebook as we continue to show how travel can connect us with the people and places we love in VCM.
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One of the Richmond-based Sip & Stay packages.
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Sip & Stay with the Explore BC IPA
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As part of the marketing program for the new Explore BC IPA, of which Field House Brewing in Abbotsford and Bomber Brewing in Vancouver are key partners, hotels and breweries have created unique Sip & Stay packages to encourage BC residents to book a stay along BC’s ale trails. Utilizing Destination BC’s Fall Recovery partnership with Global TV, Sip & Stay packages are being promoted. They are also featured on Travel Best Bets segments with Claire Newell throughout October and in early November.
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Yvonna Chow at the Harbour Gallery on the Sunshine Coast | @glamouraspirit_
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Explore VCM Influencer Trips
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Destination BC is working with BC-based social media influencers to share real-time travel stories, showcasing tourism businesses and experiences to inspire their large audiences to book trips. The influencers have also been highlighting safety protocols to help reassure any followers who might feel uncertain about travelling. In VCM, Viranlly Liemena explored the Sea to Sky Corridor this summer with a culinary focused itinerary, Yvonna Chow visited the Sunshine Coast and Vancouver Island on a multi-generational family trip, and Vancitywild is showcasing a series of four weekend getaways in North Vancouver, downtown Vancouver, Richmond, and Abbotsford, during October.
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Destination BC Launches Travel Deals
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BC tourism businesses currently listed on HelloBC.com can now add up to three Travel Deals in addition to their business listing. Travel deals present an opportunity for businesses to encourage visitation in slower periods, sell excess inventory, feature new products or experiences, and acquire new customers. Travel Deals will be surfaced across HelloBC.com in the right place at the right time as website visitors are searching on the site. Haven’t claimed your business listing on HelloBC.com yet? It’s not too late. Plus it's quick, easy, and free to set up. Claim it today and add your Travel Deals.
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Hiking the Sunshine Coast Trail through the forest of the Gwendoline Hills | Destination BC/Andrew Strain
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The Sunshine Coast Tourism Growth Management Pilot Project
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Sunshine Coast Tourism, as part of the VCM tourism region, has established an Advisory Committee to better understand the real limits to sustainable growth and how to best manage capacity. The Advisory Committee will provide advice on how to ensure positive visitor experiences are balanced with community capacity and protection of natural places, on the Sunshine Coast. This work was identified as a priority in the Sunshine Coast Destination Development Strategy.
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In addition, this work is being developed as a pilot project for other planning areas to leverage around the province. For more information on the work of the Advisory Committee, contact the VCM team.
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Traditional salmon bake with the local First Nations community on Spring Island | Destination BC/Mason Mashon
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5 Nation Roadway Corridor
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In partnership with Indigenous Tourism BC and the Xa’xtsa Nation, VCM has secured grant funding for a visitor research study along the 5 Nation Roadway Corridor. The Vancouver Coastal Health Vision Zero Seed Grant will help provide the Nations along the In-SHUCK-ch and Sts’ailes Forest Service Roads with information about the corridor users, and the challenges and opportunities with the resident and visitor experience. For more information, contact the VCM team.
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Apply by Tuesday October 27, 2020.
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Apply to Join Destination BC's Tourism Marketing Committee
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Destination BC is seeking two Vancouver, Coast & Mountains representatives to join its Tourism Marketing Committee for three-year terms beginning January 1, 2021. Tourism Marketing Committee members work with Destination BC, its CEO and Board to develop a successful, dynamic and sustainable tourism sector for British Columbia. Applications must be received by 5:00pm on Tuesday October 27, 2020.
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Visitor Centres in Vancouver, Coast & Mountains Pivot Operations
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Despite 2020 being a challenging year for tourism across BC, the 24 visitor centres in the VCM region still managed to serve over 89,000 visitors through face to face, social media, phone, email, and LiveChat interactions between April and September.
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After initially closing their doors, all the visitor centres in the region reopened safely, following WorkSafeBC protocols created in partnership with Destination BC. A dominant trend this year was the marked increase in local British Columbians seeking the knowledge and expertise of visitor centre counsellors to explore their own backyard. These connections allowed for more than travel advice, they provided a valuable opportunity for travel counsellors to share important safety information.
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Drive Thru Visitor Services in Hope, BC.
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While all visitor centres were required to pivot and adjust service delivery, just a few of many notable innovative approaches took place in Hope, where they implemented a Drive Thru Visitor Centre, and in Chilliwack where they partnered with AdventureSmart to provide safety information at popular trailheads. We thank all the visitor centre staff and volunteers in the VCM region for their continued dedication to providing exceptional visitor services to those exploring Super, Natural British Columbia.
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DESTINATION BC Learning Centre
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Destination BC's Learning Centre provides access to resources and tools, best practices, workshops, and training programs for BC’s tourism industry.
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Small Business BC Partnership
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As part of Destination BC's partnership with Small Business BC, tourism businesses in the VCM region can benefit from free access to Small Business BC's expert-led suite of Advisory and Education Services. Seek one-on-one expert advice from lawyers, accountants, HR professionals and others, as well as business strategy advisory support, plus access Small Business BC’s collection of over 300 education webinars.
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Destination BC Research & Insights
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As Destination BC continues to actively monitor the travel and tourism landscape in the context of COVID-19, we have created a dedicated COVID-19 Research & Insights page, where you will find:
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Roundup reports comprising research and articles related to the travel and tourism industry and COVID-19.
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Public Perceptions reports which monitor British Columbian’s current views on travel and tourism, and track travel and tourism behaviour intentions.
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Destination Canada’s Global Tourism Watch Special Survey focused on Canadians’ travel intentions, perceptions and behaviours in the context of managing travel and visitors during COVID-19.
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On Destination BC's website you will also find a Signals & Sentiment Dashboard which follows core markets. The dashboard data is focused on helping BC’s tourism industry quickly understand which markets and audiences can start travelling again, and when, enabling informed decision making on marketing activities.
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