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A Five-year Strategy for Tourism in British Columbia 2012 - 2016

A Five-year Strategy for Tourism in British Columbia 2012 - 2016

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A Five-year Strategy for Tourism in British Columbia 2012 - 2016

GaininG the edGe

C

GAINING THE EDGE
Table of Contents
INTRODUCTION
Message from the Premier and the Minister executive Summary a Strategy Created through Partnership Vision Strategic Context Gaining the edge across the Province
1 3

THEMES FOR SUCCESS
targets for Success
15 19 21 25 31 35

1 Leadership and Partnership 2 Focused Marketing

5 7 11 13

3 World Class Visitor experiences 4 Removing Barriers to Growth
Summary of Key
A Five-year Strategy for Tourism in British Columbia 2012 - 2016

GaininG the edGe

C

GAINING THE EDGE
Table of Contents
INTRODUCTION
Message from the Premier and the Minister executive Summary a Strategy Created through Partnership Vision Strategic Context Gaining the edge across the Province
1 3

THEMES FOR SUCCESS
targets for Success
15 19 21 25 31 35

1 Leadership and Partnership 2 Focused Marketing

5 7 11 13

3 World Class Visitor experiences 4 Removing Barriers to Growth
Summary of Key

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Published by: EU-Canada Partnership on Aug 28, 2012
Copyright:Attribution Non-commercial

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08/28/2012

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GininG  dG
 
A Five-year Strategy for Tourismin British Columbia
2012 - 2016
 
INTRODUCTION
Message from the Premier and the Minister 
 1
xecutive Summary
3
 StrategyCreated hrough Partnership
5
Vision
7
Strategic Context
11
Gaining the dge cross the Province
13
 
THEMES FOR SUCCESS
argets for Success
 
15
1
Leadership and Partnership
19
 
2
Focused Marketing
21
 
3
World Class Visitor xperiences
25
 
4
Removing Barriers to Growth
31
Summary of Key ctions
35
 
GAINING THE EDGE
Table of Contents
Cover: Red Mountain Resort, Rossland
 
When we released the
BC Jobs Plan
, we committed tosector specic strategies to help guide our work. As partof the
BC Jobs Plan
, I’m pleased to present the rst of those strategies – a new ve-year tourism strategy called“Gaining the Edge.is strategy capitalizes on the world-wide exposure ourprovince received from the Vancouver 2010 Olympic andParalympic Winter Games. It will help government, industry stakeholders and communities work together to deliver thebest results for the tourism sector over the next ve yearsand beyond.When it comes to tourism, who we are matters. e pride and passion of peoplein this industry breathes life into the landscape for visitors and their skills andknowledge enhance our global visibility and reputation.By improving coordination of tourism activities, shiing provincial marketing eortsto focus on high potential products, and actively pursuing emerging markets, we cansupport the sector to increase revenue and visitor numbers, and create jobs for familiesacross British Columbia.
 e Honourable Christy Clark Premier of British Columbia
British Columbia’s awe-inspiring natural beauty,together with our province’s diversity and the warmthof our people make tourism in BC the success that itis today.Tourism is identied in
Canada Starts Here: Te BC  Jobs Plan
as a sector that will drive economic growththroughout BC. Seizing this opportunity will requirediscipline, focus, innovation and a strengthenedpartnership between tourism businesses, organizationsand all levels of government.is strategy focuses on tourism products and markets that will allow BC to inspireand connect with an even greater number of visitors from around the world. eresult will be increased economic growth, new business opportunities and jobcreation across the province.e benets of this success will extend far beyond the sector, as tourism enhancesour province’s reputation as a premier destination to visit, invest, work and live.As Minister responsible for Tourism, I look forward to working with tourismpartners throughout the province to achieve these exciting goals.
e Honourable Pat BellMinister of Jobs, Tourism and Innovation
GG  G
 
A Fv-yA SAgy F Sm  BC
1
Message from the PremierMessage from the Minister
 W FCS FR RSM

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