Title: Diversification through rural tourism development: Insights and opportunity for input
1Diversification through rural tourism
development Insights and opportunity for input
- Nicole L. Vaugeois
- Vaugeois_at_mala.bc.ca
- 250-753-3245 Local 2772
- Dan McDonald
- mcdonldd_at_mala.bc.ca
- 250-753-3245 Local 2187
- Jeff Vos
- jeffryvos_at_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
2Objectives 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?
3Getting some attention
- A recent study by Statistics Canada reported some
interesting findings on the size and scope of
rural tourism - Canadas predominantly rural regions were visited
by one-half of Canadian tourists, 30 of USA
tourists and 33 of overseas tourists. - A visit to Canadas Countryside Rural Tourism
byRoland Beshiri, Statistics Canada
4(No Transcript)
5Profile 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
6Group 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)
7The 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
8They 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.
9So 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?
10Factors 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
11Locating 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
12Start
Finish
13Sayward, 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
14Osoyoos, BCNk Mip Resort
- Developed multi-dimensional revenue streams
- Designed interactive and educational products
- Accesses various forms of funding
NkMip Cellars Photo http//www.oib.ca/cellars.ht
m
15Kimberley, BC
- Found financial support for tour operators
- Developed amenities/facilities for
residents/visitors - Downtown beautification
16Alder Flats, AB
- Developing unique tourism products
- Working in partnership
- Thinking about value-added products
Rural study tour with close up experience with
buffalo
17Torrington, AB
- Creative use of an abundant resource
- Extremely unique product
- Strong volunteer core
- Community spirit
18Rosebud, AB
- Educational tourism
- Incorporated the arts and culture sector
- Return visit destination
- Partnerships within the community
19Pincher Creek, AB
- Regional marketing approach
- The Cowboy Trail
- Sharing of resources and information with other
communities - Unique visuals
20The Great Canadian Barn Dance
- Family owned and operated
- Started small, built on successes
- Creative marketing techniques
- Family and community-oriented
21Sylvan Lake, AB
- Links sport, recreation and tourism
- Hosts major special events
- However struggles with capacity, resident
support and planning decisions
Slave Lake Marathon
22Information needs
- Community leaders and entrepreneurs embarking on
rural tourism development expressed that they
need information and resources to succeed
23Basic 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
24Partners 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?
25Organization
- How should we be approaching this? What comes
first? - Are there successful models for rural tourism
development?
26Planning and policy
- How can we get support for tourism as an
industry? - What adaptations to community planning need to be
made to accommodate tourism?
27Business 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
28Our 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.
29About 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
30Observations 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
31Observations 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
32Your 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?
33For more information
- Statistics Canada (2005). A visit to Canadas
countryside rural tourism. Rural and Small Town
Canada Analysis Bulletin, Vol 6, No. 5 (July).
Available free at http//www.statcan.ca8096/bsol
c/english/bsolc?catno21-006-XCHROPG1 - Malaspina University-College. Case for the
Endowed Chair in Tourism and Sustainable Rural
Development. Available at http//research.mala.b
c.ca/docs/rural20book.pdf