March 29, 2007
In this issue:

Mark your Calendars – it’s coming!
Boom in Youth Tourism Expected
ATTA Unveils Benchmark 2006 Adventure Travel Practices and Trends Report
Call for Go2 Directors
Media Report
Consumer Show Report
Creating an Effective Print Ad – Part 2
In our Hearts - Gordon Croil

Mark your Calendars – it’s coming!

Vancouver, Coast & Mountains’ Regional Tourism Leaders Forum is set for June 20 and 21 in Pemberton at the Pemberton Community Centre. So mark the dates and stay tuned for more details to follow…

Boom in Youth Tourism Expected

Young travellers aged 16-24 are the travel industry's fastest growing sector, according to new statistics from the World Youth Student & Educational Travel Confederation (WYSE) reported in TravelVideo.TV (February 27,07). Representing over 20% of all international visitors, WYSE said "adventurous young backpackers stay longer, spend more, seek out alternative destinations and enjoy a wider mix of travel experiences" compared with average tourists. "Not surprisingly they are increasingly being viewed as the future of global tourism by the travel industry."

According to Amsterdam-based WYSE, it has recently launched a partnership with the United Nations World Tourism Organization (UNWTO). Together they hope to promote and develop this multi-billion pound industry by encouraging governments to actively support and develop youth tourism products and services.

Source: Canadian Tourism Commission (CTC)

ATTA Unveils Benchmark 2006 Adventure Travel Practices and Trends Report

The results are in and available for the first annual 2006 Adventure Travel Industry Survey, Practices and Trends, released by the Adventure Travel Trade Association (ATTA).

Gender, travelers' destination preferences, and sales channel data represent just a few valuable data points revealed in the 50+ page, first-of-its-kind survey. Customer profile information, common practices in marketing, staffing, sales, certifications, risk management training, sustainable practices, and related information considered valuable in developing effective operations also are contained in the benchmark results.

ATTA's Practices and Trends contain business responses to more than 70 questions and is specifically designed to contain information from and for tour operators and adventure travel accommodations worldwide. This report was built from 2005 and 2006 data from more than 220 companies representing 35 countries and more than 3.6 million customer 'user days' (meaning how many days the customers are booked for a tourist experience with the operator/lodge).

Read more ...

Call for go2 Directors

The go2 Tourism HR Society will be holding its Annual General Meeting on Tuesday, June 19,
2007. At this meeting we will be required to elect or re-elect new Board members to replace Directors whose terms are expiring.

go2’s Governance Committee is seeking nominations of senior leaders in the tourism industry
who are committed to advancing the knowledge and practice of world-class leadership, management and human resources principles within BC’s tourism industry. More details regarding the qualifications required for Board members can be found by clicking here.

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Media Report

It has been a hectic start to 2007 in the media relations department. Vancouver, Coast & Mountains has been represented at 5 recent media shows, and the feedback has been terrific. Most of the appointments and meetings have indicated story trends towards culinary travel, family travel, eco-friendly and wellness travel and First Nations cultural tales. Naturally the buzz surrounding the 2010 Olympic and Paralympic Winter Games is starting, so we expect media demand to grow in the region as the time draws closer.

Now in the midst of following up with all of the journalists, we would like you to please send us your unique stories if you feel you have anything that fits into these themes. The next few weeks will be spent responding to inquiries, so please forward your stories to Jennifer (jennifer@vcmbc.com) or Laura (laura@vcmbc.com) right away.

Recent Media Shows:
SATW Canadian Chapter Meeting – January 15 – 24, 2007
CTC Media Dinner Seattle – January 28, 2007
TMAC (Travel Media Association of Canada) – February 16 – 19, 2007
CTC Media Dinner San Francisco – March 8, 2007
Go Media Marketplace – March 19 – 22, 2007

Upcoming Media Shows:
Canada Media Marketplace – April 16 – 18, 2007

April is also the beginning of a busy season for press trips. If you are interested in hosting journalists this spring and summer, please let Jennifer or Laura know so that we can help you get the media coverage you are looking for.

Consumer Show Report

Vancouver & Toronto Outdoor Adventure Shows
Outdoor adventure shows have been a staple of Vancouver, Coast & Mountains’ consumer show list and this year more than ever, the shows have proven their value. 21,500 consumers attended the Vancouver show and 30,500 attended the Toronto show.

The partners listed below made Vancouver, Coast & Mountains presence a big one at the Vancouver Outdoor Adventure Show – thank you to all who participated!

Bowen Island Golf Candan RV Rentals
Canyon Ranchlands Chilliwack River Rafting
Pacific Coastal Airlines REO Rafting
Sky Sprit Studio Skydive Vancouver
Tourism Powell River

Edmonton Golf Show: Feb 24 & 25
Edmonton is a market that knows our golf product to a “tee”!

Our well-situated booth topped with knowledgeable consumers makes this show highly successful for Vancouver, Coast & Mountains. Shawna Leung attended the show and said that most consumers were looking for golf-based packages and showed lots of interest in vacationing in our Region.

Creating an Effective Print Ad – Part 2

To view Creating an Effective Print Ad – Part 1 – click here

There are many things to consider when creating an ad for print, whether it is for use in magazines, newspapers, or other print applications. A good graphic designer will discuss the goals and objectives of the ad with you before they begin the design process, but here are a few quick tips to keep in mind as you create your print ad:

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In our Hearts

Our warmest thoughts are with the Croil family at this time. For those of you who may not have heard, Gordon Blundell Croil, Vice-President of Sales and Marketing for Perimeter Transportation, passed away on March 14, 2007. Gordon was well respected by the staff at Vancouver, Coast & Mountains and within the tourism industry - he will be missed.