In this issue:

Start planning your marketing activities!
Canada rolling up welcome mat by cancelling Visitor Rebate Program
2007 BC Tourism Industry Awards
Trade Report
Royal Roads University - Faculty of Tourism and Hotel Management
Managing your Reputation Online

Start planning your marketing activities!

Vancouver, Coast & Mountains is in the final stages of completing the Marketing Plan for FY 2008 (April 2007 - March 2008). Watch for exciting new opportunities in e-marketing, marketing to women, niche market consumer shows, and how you can get that media and travel trade attention you want.

The Marketing Plan will be presented at the Road Shows that are taking place over the next few weeks around the Region and will be available online soon!

Click here for when the Road Show will be in your area.

Canada rolling up welcome mat by cancelling visitor rebate program, coalition tells Ottawa

Eliminating the GST/HST Visitor Rebate Program will put Canadian jobs, economic growth and tax revenues at risk. That’s the message the federal government got today from the VRP (Visitor Rebate Program) Coalition, a broad-based business group formed to fight the planned measure, announced last month as part of a wide-ranging series of spending cuts.

“Canada’s competitiveness as a tourism destination is at stake,” said Randy Williams, President and CEO of the Tourism Industry Association of Canada (TIAC), which is leading the multi-stakeholder initiative. “While other countries are going out of their way to attract visitors, Canada is essentially rolling up the welcome mat. All of our major competitors with taxes comparable to the GST/HST have visitor rebate programs and a number of them have, in fact, been expanding those programs and making them easier to access.”

The GST/HST Visitor Rebate Program not only entitles international visitors to a refund of the Goods and Services Tax or Harmonized Sales Tax they pay on short-term accommodation and goods they buy to take home, it enables tour operators and convention planners to price the packages they sell in foreign markets exclusive of GST/HST. The result is an average 6% price advantage that allows them to compete against other countries that do the same with their tourism offerings.

“It’s a case of short-term gain for long-term pain,” noted Tony Pollard, President of the Hotel Association of Canada, a VRP Coalition member. “The government was looking to save some cash up front, but it overlooked the huge long-term impact that eliminating the Visitor Rebate Program will have on the hotel convention, group and tour business which in 2005 totalled $1.28 billion. Canadian prices in foreign markets will be permanently increased by an average of 6% and this business is now in great jeopardy.”

The government says the program’s cancellation will save $78.8 million a year, and justifies it on the grounds that it has a take-up rate of just 3%. In fact, the savings figure only includes GST/HST refunds processed by the federal Visitor Rebate Centre and duty-free shops, and does not take into account the program’s importance to Canada’s volume inbound markets. And the true take-up rate among independent travellers, according to industry estimates, is likely closer to 11%, which is well in line with other countries’ visitor rebate programs, and would be even higher if not for weak promotional efforts and the program’s administrative complexities. The take-up rate for tour operators and convention planners, however, is effectively 100%.

“The value of the GST/HST Visitor Rebate Program to Canada’s tourism competitiveness is much higher than the government has indicated,” said Mr. Williams, whose organization has pegged the actual dollar value at upwards of $100 million, using data provided by tour operators, hoteliers and convention planners. As more data is collected, the total is expected to rise significantly. “But the real cost of driving away international visitors will be lost jobs, unrealized economic opportunities and lower government revenues, as Canada loses market share in the battle for international tourists and convention delegates.”

“Adding GST/HST to our prices will hurt Canadian competitiveness in international markets at a time when our marketing dollars as a country are shrinking and the Canadian brand is already losing its visibility and appeal against other destinations,” said Donald Obonsawin, President and CEO of Jonview Canada, a major receptive tour operator. “With the strengthening of the Canadian dollar, our products have already experienced double-digit cost increases over the past two years—and our tourism revenues as a country reflect that. Now is not the time to be taking away incentives to visit Canada, it is the time to be adding incentives to help sell this country.”

“Cancelling the Visitor Rebate Program will negatively impact convention business in Canada. U.S. convention organizers are already concerned with shipping exhibits internationally, customs and immigration red tape and the effect of new passport regulations on convention attendance. And now we would be raising our rates by 6%, making us less competitive,” said Barry Smith, President and CEO of the Metro Toronto Convention Centre. “With these factors plus heightened airport security procedures, one wonders if this might be ‘the straw the breaks the camel’s back’. It’s not a risk the industry needs as we struggle hard to get business back from the impacts of 9/11and SARs.”

The VRP Coalition delivered its message to the federal government at a news conference this morning in Ottawa .

Prime Minister Stephen Harper, Finance Minister Jim Flaherty, their Cabinet colleagues and MPs from all parties have been getting the same message from tourism businesses across the country. There are over 200,000 tourism-related businesses in Canada, the majority of them small and medium-sized enterprises. They support economic and community development in every province and territory, keep 1.6 million Canadians working, and generate tax revenues estimated at $18.8 billion in 2005, including a federal share of $9.2 billion. Domestic and international business and leisure travellers spent $62.7 billion in Canada last year.

The industry is already struggling with a substantial decline in visitation from the United States, Canada’s primary international tourism market, which was 28% lower in 2005 than in 2000. Factors include a stronger Canadian dollar, rising fuel prices, an underfunded national tourism marketing effort, and confusion about border documentation requirements under the Western Hemisphere Travel Initiative. Now, by cancelling the GST/HST exemption for convention, group and tour business, the government is effectively revoking tourism’s status as an export industry.

“The Canadian tourism industry is working hard to reposition itself in a market that has changed radically in recent years,” said Mr. Williams. “Cancelling the Visitor Rebate Program is an additional blow that could prevent it from doing that. The federal government is in effect kicking the industry while it’s down.”

Released by - Tourism Industry Association of Canada

Click here to find two letters and a business case mailed to Minister Flaherty from COTA, to express their deep concern over the proposed elimination of the GST Visitors Rebate Program.

2007 BC Tourism Industry Awards - Nominate an Outstanding Tourism Business Today

Tourism British Columbia and the Council of Tourism Associations (COTA) are calling for nominations for the 2007 Tourism Industry Awards, which will take place on February 22, 2007 at the Victoria Conference Centre.

Do you know of a tourism business practicing industry excellence? Be sure to nominate them for one of the nine categories, including the new Foresight Sustainability Award, which recognizes excellence in running a sustainable tourism operation defined in a social/cultural, economic and environmental context:

• Tourism Industry Leader of the Year, sponsored by Tourism BC
• Best Tourism Marketing Campaign, sponsored by The Vancouver Sun
• Environmentally Responsible Tourism, sponsored by British Columbia Magazine
• Tourism Media, sponsored by Delta Hotels
• NEW! Foresight Sustainability, sponsored by COTA
• SuperHost® Customer Service, sponsored by SuperHost
• Technology in Tourism, sponsored by Telus
• Employees First, sponsored by go2 - the resource for people in Tourism
• Sport Tourism Community Legacy, sponsored by 2010 Legacies Now

Find award nomination forms and criteria on Tourism BC's corporate website at www.tourismbc.com.

Nomination Deadline: November 24, 2006

Trade Report

TRADE SHOWS

Student & Youth Travel Association (SYTA) Annual Marketplace - Boston, MA - Sept 8 -12

On your behalf, Vancouver, Coast & Mountains attended the annual Student & Youth Travel Marketplace, held in Boston, MA. Close to 1,000 attendees, a 25% increase over 2005, capped another year of remarkable growth for the association, which continues to gain widening recognition in the industry.

The Student & Youth Travel Association is a non-profit, professional trade association formed in 1997. Members of SYTA include tour operators, attractions, convention & visitor bureaus, state/provincial offices of tourism, hotels/hostels, restaurants, theaters, transportation and other organizations involved in student and youth travel in North America. Current active tour operator members of SYTA accounted for almost $1.55 billion US in student and youth travel, providing trips for over 2.2 million participants each year. For more information, visit SYTA on-line at www.syta.org.

PRESENTATIONS

“Discover BC” New Product Presentation - Vancouver, Oct 5

Organized by Tourism BC, Vancouver, Coast & Mountains participated in a “Discover BC” day, aimed at the local Asian receptive tour operators. The day included the opportunity to highlight new and exciting opportunitiesin our region for the Asian market, followed by a Marketplace and reception. Several positive outcomes have resulted from this presentation, including interest in Mighty Fraser Country’s “Circle Farm Tours” and options for activities and accommodations on the Sunshine Coast.

JAC Travel Canada - Vancouver, Nov 3

JAC Travel Canada is recognized as one of Canada's premiere receptive tour operators, offering a wide range of inbound tourism services, throughout Canada, the northern USA and Alaska. Under the JAC Travel Canada banner, their products and services are handled by separate divisions of the company and offer a wide range of leisure, business, special interest and educational travel services. www.jactravel.bc.ca

FAMILIARIZATION TOURS

Mert Horn Travel - Vancouver, Sep 14 & 15
Los Angeles- based group of agencies building pre & post itineraries in Vancouver for 2007 Cruise season.

All-Alaska Travel - Sunshine Coast, Sep 26 & 27
Tour Operator from Anchorage traveled through the Sunshine Coast looking to expand their product itineraries in that area.

F.I.T. Club Korea - Vancouver, Sep 30 & Oct 1
Seoul-based tour operator that Vancouver, Coast & Mountains met in February during the TBC Sales Mission to Korea & Taiwan. The Assistant Manager was visiting Vancouver to experience various attractions & to conduct hotel site inspections for 2007 packages.

Silkway Travel & Cruise - Harrison Hot Springs, Oct 19
Silkway Travel & Cruise is a local travel agency who arranges tours for business travelers from Mainland China. Silkway has a group arriving in February 2007 and visited Harrison Hot Springs to meet with hotel properties.

Circle Farm Tour Fam - Agassiz & Chilliwack, Oct 25
As a result of interest by the local Asian tour operators at the Discover BC product presentations, Vancouver, Coast & Mountains organized a small fam to Agassiz & Chilliwack to experience some of the farm product in that region. Participants included group and educational tour representatives from JTB (Japanese market) and CAL Travel (Taiwanese market).

BCAA Reservation Agents - Vancouver, Nov 6
While in Vancouver for their annual sales meetings, Vancouver, Coast & Mountains will be escorting a select group of BCAA reservations agents on a day tour around the city. The agents will be visiting their current partner attractions and doing hotel site inspections.

For more information about Travel Trade activities please contact Jason Knibbs, Sales Manager, Tour & Travel at jason@vcmbc.com or 604-484-5363

Royal Roads University - Faculty of Tourism and Hotel Management

Royal Roads University is proud to announce the establishment of the Faculty of Tourism and Hotel Management. The new Faculty will be home to undergraduate and graduate degree programs, executive education, and continuing professional development activities that focus on the needs of tourism professionals seeking entry to, or already employed in, the international travel and hospitality fields.

The Faculty will serve as one of Canada's "gateways" to the emerging Pacific Rim tourism and hotel sectors, preparing Canadians and international learners for successful careers in these fields in countries throughout the region and the world. Graduates will meet, exceed, and set new global standards of excellence in service and business acumen.

The first Bachelor's program was launched in October and on November 12 their MA in International Hotel Management will begin -- a new degree on the Canadian tourism landscape. As there are still some spaces left, Royal Roads is offering a bursary to students interested in enrolling in the program this fall. As an incentive to the first cohort, they are offering a $10,000 bursary for students who enrol for the Nov 2006 program, which means they can obtain their 2-year masters degree for $10,525. Combine this with a flexible learning model that allows people to continue working while they study, and it is a great opportunity!

Information on the University and discussions on individual suitability can be done by contacting the program manager, Deborah Wickins, directly @ 250.391.2600 ext 4769 (deborah.wickins@royalroads.ca) , as well as by visiting their website.

Click here to download an information sheet about the Faculty of Tourism and Hotel Management.

Managing your On-line Reputation

Remember how important your “rep” was in high school? Well, it’s equally important in today’s on-line world! According to Forrester Research, 79% of US travelers are online, 69% of leisure travel is researched online and 85% of consumers trust recommendations from other consumers. With popular travel websites such as www.tripadvisor.com and www.travelpod.com, it has become much easier for online consumers to share their experiences, both positive and negative, at your property/attraction/tour company. You need to know what consumers are saying about your business and then you need to respond quickly and positively.

But where to begin?

Be found. Do you have an online reputation if consumers can’t find you? Use search engine optimization (SEO) and search engine marketing (SEM) to ensure that consumers can find your site. Build online content that attracts visitors and search engines. Take advantage of tools like TripAdvisor.com, which allows you to write and edit Inside Pages or GoLists about different destinations and businesses. Wikipedia or Wikitravel are other sites that allow users to write and edit content about any topic.

The Power of Positive Posting. Ask your contented guests to post a positive review on TripAdvisor or other travel portals. For example, a hotel or bed & breakfast could send an e-mail to guests after they have checked out thanking them for staying with you. And don’t forget to let them know that if they had concerns about their stay to feel free to e-mail you directly. Above all, if they have concerns, respond quickly and apologize. You’ll be surprised by the power of positive posting - Thistledown House in North Vancouver is currently ranked as the #2 Bed & Breakfast in Canada on TripAdvisor.com due to the number of positive reviews posted by users!

Be consistent. Use a consistent voice in your ads, in online forums and in your public relations efforts. Make sure that the content on your website is accurate and truthfully represents your company.

Listen. Monitor what is being said about your business online. Track information about your company, your competitors and your industry. The process can be overwhelming as there are millions of websites and blogs and the numbers increase daily, but there are tools that can help! A few free tools include - Google Alerts, Yahoo Groups, Technorati Watchlists, Bloglines, Google RSS/Atom Feed, Feedblitz.

For more information about managing your reputation on-line, please click here for an article by Patricia Hursh, president and founder of SmartSearch Marketing.