Diversification through rural tourism development: Insights and opportunity for input

1. Diversification through rural tourism development: Insights and opportunity for input Nicole L. Vaugeois Vaugeois@mala.bc.ca 250-753-3245 Local 2772 Dan McDonald mcdonldd@mala.bc.ca 250-753-3245 Local 2187 Jeff Vos jeffryvos@yahoo.ca Presentation prepared for the Challenge North Conference hosted by the Northern Alberta Development Council in High Level from April 5 to 7th, 2006

2. Objectives of the session • What is the size and scope of tourism to rural areas in Canada? • What are the factors to successful tourism development in rural areas? • What do community leaders and entrepreneurs need to develop rural tourism? • Are there examples of communities using tourism to diversify their economic base?

3. Getting some attention… • A recent study by Statistics Canada reported some interesting findings on the size and scope of rural tourism: • Canada’s predominantly rural regions were visited by one-half of Canadian tourists, 30% of USA tourists and 33% of overseas tourists. A visit to Canada’s Countryside: Rural Tourism byRoland Beshiri, Statistics Canada

5. Profile of rural tourists • Overall, Canadian travelers are younger • (24% were made by tourists under 20 yrs and 55% 20 to 54 yrs) • US Travelers are older • 41% 55 yrs and older • Overseas travelers are more likely middle age • 59% 20 to 54 yrs Statistics Canada, 2005

6. Group size differences • Majority of tourist visits to rural areas are by adults only; • Canadians had the highest share of tourist visits with children (31 to 38%)

7. The drawing power of rural areas • For every resident of predominantly rural regions, there were 11 tourist visits! • Predominantly urban regions have the lowest intensity with about 4 tourist visits for each resident. Willing Workers on Organic Farms – visitors from Germany

8. They come, do they spend? • There are more overnight visits in rural areas and visits of longer duration are most popular; • Canadians spend the least in rural areas, USA twice as much as Canadians, and overseas spend 3 to 4 times as much.

9. So all is well? • Statistics show that tourism to rural areas is happening… • Many rural communities are adding tourism to their economic development priorities… • Things appear good – but are they?

10. Factors for successful development of tourism in rural areas(Wilson, et al, 2001) • A complete tourism package • Good leadership • Support and participation of local government • Sufficient funds for tourism development • Strategic planning • Coordination and cooperation between businesspersons and local leadership • Coordination and cooperation between rural tourism entrepreneurs • Information and technical assistance for tourism development and promotion • Good convention and visitors bureaus • Widespread community support for tourism

11. Locating examples in Alberta and British Columbia • Undertook a 3 week study tour throughout rural BC and AB in May of 2005 • Met with numerous operators and community leaders • Observed • Status of rural tourism (products, marketing, coordination) • Asked • What information needs exist? • How do you want to access it? Examples of Vibrant Communities

12. Start Finish

13. Sayward, BC • Utilizes a strong core of volunteers • Utilizes its historic logging product • Initiated the Kusam Klimb, a grueling hike to draw adventure tourists to the region

14. Osoyoos, BCNk’ Mip Resort • Developed multi-dimensional revenue streams • Designed interactive and educational products • Accesses various forms of funding Nk’Mip Cellars Photo: http://www.oib.ca/cellars.htm

15. Kimberley, BC • Found financial support for tour operators • Developed amenities/facilities for residents/visitors • Downtown beautification

16. Alder Flats, AB • Developing unique tourism products • Working in partnership • Thinking about value-added products Rural study tour with close up experience with buffalo

17. Torrington, AB • Creative use of an abundant resource • Extremely unique product • Strong volunteer core • Community spirit

18. Rosebud, AB • Educational tourism • Incorporated the arts and culture sector • Return visit destination • Partnerships within the community

19. Pincher Creek, AB • Regional marketing approach • The Cowboy Trail • Sharing of resources and information with other communities • Unique visuals

20. The Great Canadian Barn Dance • Family owned and operated • Started small, built on successes • Creative marketing techniques • Family and community-oriented

21. Sylvan Lake, AB • Links sport, recreation and tourism • Hosts major special events • However – struggles with capacity, resident support and planning decisions Slave Lake Marathon

22. Information needs • Community leaders and entrepreneurs embarking on rural tourism development expressed that they need information and resources to succeed

23. Basic visitor data What kind of demand is there? • Who is coming? • Local, reliable and current data on visitors (origin, behavior, interests) • Who could be coming? • Potential markets • What do they want? • Tourism trends

24. Partners and products • Who is working towards rural tourism development? • Networks • Number of operators (size and scope of the industry) • What are our potential tourism assets? How do we develop products and get them to market?

25. Organization • How should we be approaching this? What comes first? • Are there successful models for rural tourism development?

26. Planning and policy • How can we get support for tourism as an industry? • What adaptations to community planning need to be made to accommodate tourism?

27. Business support How can we: • Attain financing • Find and hang onto staff • Learn the tools of the trade • Avoid frustrating barriers • Become more marketing savvy • Coordinate on developing and promoting products

28. Our general observations • Collectively, most rural areas were in pursuit of tourism; • Most face common problems (lack of support, funding, transportation, etc) • Little shared knowledge about how to proceed; • Variety of approaches being used – few based on other successful models.

29. About rural tourism products • There is a lot of unique product potential • But lack of awareness of potential products • Limited use of packaging to make rural products visible and accessible • Some product saturation – similar products in different communities vs. unique positioning

30. Observations on access • Huge problems with access to most rural areas • Maps, routes, signage and transportation networks need to emerge to get people to unique products • Limited use of regional approach to tourism development – competition vs. cooperation

31. Observations about coordination • Lack of understanding and/or support of tourism development in many rural areas • Silos have emerged in tourism marketing and economic development • Core attractions are mostly public and not for profit but face challenges to become “market ready” and remain viable

32. Your input… • What are your observations of tourism development in rural areas? • What do you feel are the top three priorities to help support rural tourism development in Northern Alberta? • What is one question that you would like answered about how to develop successful tourism?

33. For more information • Statistics Canada (2005). A visit to Canada’s countryside: rural tourism. Rural and Small Town Canada Analysis Bulletin, Vol 6, No. 5 (July). Available free at: http://www.statcan.ca:8096/bsolc/english/bsolc?catno=21-006-X&CHROPG=1 • Malaspina University-College. Case for the Endowed Chair in Tourism and Sustainable Rural Development. Available at: http://research.mala.bc.ca/docs/rural%20book.pdf