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Diversification through rural tourism development: Insights and opportunity for input

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Title: 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_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
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
  • 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)
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

NkMip Cellars Photo http//www.oib.ca/cellars.ht
m
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 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
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