July 30, 2007
In this issue:

Tourism Research Now Available Online
BC Calls for Action on Enhanced Driver's Licenses
Great Getaways - US Travel Agent Program
Media Relations Report & Brain-Boosting Pop Quiz
Saying So Long But Not Goodbye!

Tourism Research Now Available Online

Looking to understand your market a little better? The latest TAMS US research studies are now available on Tourism BC’s website www.tourismbc.com/template.asp?id=2.

The Travel Activities and Motivation Survey (TAMS) provides information on travellers from North American urban markets, including their recent destination choices (where they have travelled on overnight trips in the past two years) and trip activity preferences (types of activities engaged in on recent overnight trips). Destination choices and activity preferences are not linked in TAMS. Instead, the survey provides independent information on where people go on trips and what they do when they travel.

BC Calls for Action on Enhanced Driver’s Licences
 
British Columbia is calling on the Canadian federal government, other provinces and U.S. states to press forward with enhanced driver’s licences that can serve as alternatives to passports at border crossings between Canada and the U.S.
 
“Ease of border travel is vital to families, communities and economies on both sides of the border, and we must work together to strengthen security and keep legitimate trade and travel moving between our two countries,” said Premier Gordon Campbell today at the 2007 summit of the Pacific Northwest Economic Region in Anchorage, Alaska.
 
Under existing U.S. rules, beginning as early as January 2008, all U.S. citizens and foreign nationals will be required to present a passport or other documents that show identity and citizenship when entering the United States by land or sea.
 
“British Columbia wants to ensure enhanced drivers’ licences that will be issued by Canadian provinces and territories are explicitly accepted by U.S authorities as valid travel documents,” B.C. Intergovernmental Relations Minister John van Dongen said. “I joined Minister Stockwell Day for the signing of Washington State’s Enhanced Driver's Licence agreement with the U.S. government in March, and I look forward to doing the same with Minister Day in time to match our target date of January 2008.”
 
“Without providing an alternative to passports, there will be a significant impact on the tourism industry,” Tourism Victoria CEO and PNWER Tourism Working Group co-chair Lorne Whyte said. “Car traffic from the U.S. to B.C. is running 7.4 per cent below last year, in large part due to confusion and concern for passport requirements. We can’t control exchange rates or gas prices, but governments can act to make the border crossing both secure and smooth for travellers.”
 
“We’re working closely with the federal government to develop the plan to test an enhanced driver’s licence as a solution that meets the high security standards set by both federal governments and keeps legitimate traffic moving smoothly.” van Dongen said. “We aim to begin the first phase of our project in January 2008.”
 
“Travellers on both sides of the border are confused with the reviews and adjustments to dates and required documents for different types of travel, and they are frustrated with the long wait for passports,” said Jim Storie, chair of the Council of Tourism Associations. “The B.C. tourism industry has worked closely with the Province on the enhanced driver’s licence project: we look forward to its implementation giving tourist operators the certainty they need.
 
Founded in 1991, Pacific Northwest Economic Region (PNWER) is a public-private bipartisan partnership whose members include B.C., Alberta, Yukon, Alaska, Washington, Oregon, Idaho and Montana. PNWER’s annual summits attract approximately 400 participants, including ministers and legislators from member jurisdictions, business organizations and private-sector industry associations, and senior officials from Canadian and U.S. governments.
 
The July 2008 PNWER summit will be held in Vancouver, BC.

Great Getaways - US Travel Agent Program

For the advertisers in the Great Getaways Guide, distribution has long since been understood. But for our tourism partners thinking about delving into the travel agent market, have you ever wondered where and how the Great Getaways Travel Agent Guide is distributed into the US?

Vancouver, Coast & Mountains utilizes Distinctive Mailing Services, an order fulfillment agency in New York to handle all US travel Agency requests for the GGTA Guide. Distinctive provides VCM with a monthly breakdown of all requests and where those requests are coming from.

Here is a breakdown of requests for the first 6 months of 2007.

Great Getaways - US Travel Agent Distribution - Jan - June 2007

Total number of US Travel Agencies ordering VCM Brochures from January - June 2007 is 578.

This represents a 1.6% increase over Jan - June 2006.

Breakdown
Western US: 128
Midwest US: 113
Southern US: 139
Eastern US: 198

Top 5 States based on number of requests for the guide:
Florida: 64
California: 57
New York: 43
Pennsylvania: 39
New Jersey: 38

For more information about our travel agent program, please contact Jason Knibbs at Jason@vcmbc.com or 604-484-5363.

Media Relations Report & Brain-Boosting Pop Quiz

The summertime slide. No, it’s not the newest attraction in the Vancouver, Coast & Mountains region: it’s the term used to describe the slip in IQ points during the hot summer months, brought on by mindless summer blockbusters and one too many mojitos. To prevent the summertime slide from happening to you, the Media Relations department invites you to take their brain-boosting pop quiz:

1. What is one of the least expensive forms of advertising for a tourism business?
2. What has been proven in studies to be as much as nine times more credible than traditional paid advertising?
3. What also has a longer life span than traditional paid advertising?

If you answered “an effective media relations program” – you’re right! Participating in our media relations program is one of the least expensive forms of advertising a tourism business can hope for; stories are often featured in publications reaching thousands of readers for only the cost of your attraction, or dinner and a room. Editorial copy is often more believable and credible than paid advertising due to media objectivity; plus, there’s always the opportunity that a story can be picked up and run in another magazine or newspaper, or transferred to other mediums such as radio or television.

We invite you to get involved in Vancouver, Coast & Mountains’ media relations program.

Here’s how:

Story Starters: Over 800 travel media (and counting!) have signed up or asked to receive our Story Starters bulletin. Our Story Starters bulletin is sent out once a month and highlights the newest happenings, quirky facts and off-the-beaten track secrets of our region. To contribute to Story Starters, fill out this form (http://www.vcmbc.com/page.cfm/9712). You don’t need to be Pulitzer Prize winning author to particpate, just let us know what makes your tourism business media worthy and we’ll take care of the writing.

There will be an invitation to submit to Story Starters sent out in August, but if you have a brilliant story idea that you must share immediately, please feel free to send off your ideas to Laura at Laura@vcmbc.com

Press Trips: If you are interested in hosting journalists, or if you need assistance in bringing a particular journalist out to you, please let Jennifer or Laura know so that we can help you get the media coverage you are looking for.

Press Releases: Send in your press releases, and we’ll post them to our website.

Click here for a sample of some of the articles we have received since June 2007 that feature the Vancouver, Coast & Mountains region. For a complete list, please contact Laura (604-484-5361 or laura@vcmbc.com). 

Saying So Long But Not Good Bye!

As of some of you may know, Thursday, July 26th, was Allison Longhore’s last day with Vancouver, Coast & Mountains. Beginning on Wednesday, August 1st, she starts her new position with Tourism Abbotsford as the Sales & Marketing Manager.

A note from Allison:
“Since 1997, I have been fortunate to have held many different positions with Vancouver, Coast & Mountains and will miss all the staff deeply! I will be carrying many fond memories with me.

I look forward to my new role with Tourism Abbotsford and look forward to working with you all in my new capacity.”

Good luck Allison!