Competing for America - CTC Study

The Canadian Tourism Commission (CTC) recently commissioned a study of US Leisure Travel. The study is entitled “Competing for America: CTC Presentation of the U.S. Leisure Travel Study” and there is a segment on findings about changing US travel trends to Canada. The following is an excerpt from the study (for the full presentation version please go to Changing U.S. Travel Trends to Canada, Findings and for the report visit Changing U.S. Travel Trends to Canada - Executive Summary of the U.S. Task Force Research):

Where are we now?

Destination Consideration
Over the next 12 months, Canada will compete directly with the U.S. and Europe as a preferred
leisure destination, followed by the Caribbean and Mexico. U.S. residents who have visited Canada are more likely to consider visiting Canada but represent only 23% of U.S. outbound travel. Canada has more opportunities with U.S. non-Canada travelers, but their consideration of Canada as a travel destination is much lower as they focus more on the Caribbean and Europe.

Keep reading ....

Community Tourism Foundations

The Community Tourism Foundations is a program developed by Tourism BC to support communities through the development and implementation of a marketing plan. The Community Tourism Foundations Development Program is designed for communities at different levels of developing tourism, while the Community Tourism Foundations Marketing Program provides assistance to communities wanting to implement initiatives from their marketing plan.

Seven communities were approved this year to access the Community Tourism Foundations program. Two of those communities have completed the initial assessment, Delta and Bowen Island. Two communities are booked to complete the initial assessment Sunshine Coast on February 7th and Squamish on February 22nd. The other communities that have been accepted this year include Langley, Agassiz, Kent, Harrison and White Rock. After completition of the initial assessment communities will receive a report completed by the Tourism BC facilitator and an agreement is put into a Memorandum of Understanding with Tourism BC on the next steps for the community and once there the work begins on developing tourism within the community.

Tourism British Columbia will be accepting additional communities into the program as of April 1, 2006.

Read more about the marketing side of Community Tourism Foundations...

Keep the Press Releases Coming!

Vancouver, Coast & Mountains loves to hear about what is going on with you! Please continue to send your releases our way, and we in turn will try our best to help promote your events, news, and happenings. Please feel free to call Jennifer Huitema at any time with questions, and email your press releases to her directly at jennifer@vcmbc.com.

Tips to write a Press release

A press release is a primary means of communicating news about your company to the media. Reporters, editors, and producers are hungry for fresh news, and they often depend on releases to tip them off to new and unusual products, company trends, tips and hints, and other developments. In fact, much of what you read in newspapers, magazines, or trade publications, hear on the radio or see on television originated in press release form. Unfortunately, many editors receive dozens -- even hundreds -- of press releases each week, the vast majority of which end up getting "filed."

Your challenge is to create a release that makes the journalist want to know more and discover that your story is one they must tell.

Read more about writing a press release ...

Hot off the Presses!

New Vancouver, Coast & Mountains publications have been flying off the presses these past few months! With fresh photography and enhanced editorial the guides are filled with valuable travel information for visitors to the region. As always, a very special thank you to those Marketing Partners who made the publications possible by purchasing advertising! Please contact Mary Ann at 604-638-6927 or maryann@vcmbc.com if you have any questions about publications.

Travel Guide With lots of bright new photography and refreshed editorial, the Travel Guide continues to be the core marketing piece for the region. With emphasis given to the wide variety of activities available to visitors in the region the guide features the 4 destination areas, and speciality spreads include Spa, Arts & Culture, Gardens, Family Travel and Road Trips.A significant change for the 2006 guide was the opportunity for businesses to purchase feature listings in the Partners Directory. Previously included with membership dues, this change was dictated by the association’s move from a membership model to a stakeholder model.
Discover our Golf Now in its 9th year of production, the golf guide garners rave reviews from consumers and industry professionals alike. The guide will be distributed with the March issue of Pacific Northwest Golfer Magazine, the April issue of Alberta Golf, on our golf show circuit and racked in Greater Toronto and Ottawa.
Great Getaways Guide Now in its 3rd year of production, the 24 page Great Getaways Guide is a Travel Agent's Guide to Vancouver, Coast & Mountains. Full of commissionable product and packages, the guide is distributed at the Addison Travel Trade Marketplaces, via direct mail to Canadian and US Travel Agents, and is available for order on-line through eContac (Canadian) and Distinctive Mailing Services (USA). Package are also available on-line at www.vcmbc.com/greatgetaways

Staff & Board Profiles

Meet Kevan Ridgway. He is the backbone and strength of Vancouver, Coast & Mountains…the company’s fearless leader who seems to be everywhere at once! The President and CEO of Vancouver, Coast & Mountains, Kevan gained extensive experience in Canada’s tourism industry, beginning his career as a general accounting supervisor of Holiday Inns. He soon became general manager of Hospitality Services, providing marketing and management services to several hotels and resorts in Ontario. He decided to move into not-for-profit sector to support tourism businesses and excelled in his position as Executive Director of Attractions Ontario. In 1994, Kevan Ridgway moved west and joined Vancouver, Coast & Mountains as Executive Director.

Under Kevan’s leadership Vancouver, Coast & Mountains Tourism Region continues to develop relationships with communities and businesses, assisting them on an individual basis to enhance their marketing activities and draw more visitors to our breathtaking region. The enthusiasm that emanates from Vancouver, Coast & Mountains’ board of directors, marketing committee members and staff allows it to be creative in its efforts to generate increased visitors to the region and is a reflection of Kevan Ridgway’s uncompromising commitment to service and leadership.

So next time you see Kevan’s big smile out there, be sure to stop and say hello – he would love to meet you, if he hasn’t already!

Sponsored Listing – Flaunt Your Frenchness

In a celebration of its rich Francophone culture and heritage, Coquitlam is calling on residents and visitors to find 50 ways to “Flaunt their Frenchness™” as part of its popular Tourism campaign. The campaign ties in with Coquitlam's goal to revitalize Maillardville and leverage opportunities stemming from the 2010 Olympics as a Spirit of BC community. “Maillardville is the oldest and largest Francophone Community in BC, and we as a community we recognize this unique neighbourhood as one of our greatest assets,” says Mayor Maxine Wilson. The "Flaunt your Frenchness™" campaign is about celebrating whatever your “Frenchness” is, whether it's French language, French ancestors, French fashions or a preference for French food. This year’s campaign challenges everyone to find 50 different ways to celebrate during "Flaunt your Frenchness™" week. Flaunt Your Frenchness™ week runs February 25 – March 5 and is a prelude to Francophone month (March). For more information on Francophone events during Francophone month please visit www.festivaldubois.ca and to learn about the 50 Ways to Flaunt your Frenchness. Visit www.coquitlam.ca.