diversification through rural tourism development: insights and opportunity for input nicole l....

Diversification through

rural tourism development:

Insights and opportunity for input

Nicole L. VaugeoisVaugeois@mala.bc.ca

250-753-3245 Local 2772Dan McDonald

mcdonldd@mala.bc.ca250-753-3245 Local 2187

Jeff Vosjeffryvos@yahoo.ca

Presentation prepared for the Challenge North Conference hosted by the Northern Alberta Development Council in High Level from April 5 to 7 th, 2006

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?

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

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

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%)

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

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.

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?

Factors for successful development of

tourism in rural areas (Wilson, et al, 2001)

1. A complete tourism package2. Good leadership3. Support and participation of local government4. Sufficient funds for tourism development5. Strategic planning6. Coordination and cooperation between businesspersons and

local leadership7. Coordination and cooperation between rural tourism

entrepreneurs8. Information and technical assistance for tourism development

and promotion9. Good convention and visitors bureaus10. Widespread community support for tourism

Locating examples in Alberta and British Columbia

Undertook a 3 week study tour throughout rural BC and AB in May of 2005Met with numerous operators and community leadersObserved

– Status of rural tourism (products, marketing, coordination)

Asked– What information needs exist?– How do you want to access it?

Examples of Vibrant Communities

Start

Finish

Sayward, BCSayward, BC

Utilizes a strong core of Utilizes a strong core of volunteersvolunteers

Utilizes its historic logging Utilizes its historic logging productproduct

Initiated the Kusam Klimb, a Initiated the Kusam Klimb, a grueling hike to draw grueling hike to draw adventure tourists to the regionadventure tourists to the region

Osoyoos, BCOsoyoos, BCNk’ Mip ResortNk’ Mip Resort

Developed multi-Developed multi-dimensional dimensional revenue streamsrevenue streams

Designed interactive Designed interactive and educational and educational productsproducts

Accesses various Accesses various forms of fundingforms of funding

Nk’Mip Cellars

Photo: http://www.oib.ca/cellars.htm

Kimberley, BCKimberley, BC

Found financial Found financial support for tour support for tour operators operators Developed Developed amenities/facilities amenities/facilities for residents/visitorsfor residents/visitorsDowntown Downtown beautificationbeautification

Alder Flats, ABAlder Flats, AB

Developing unique Developing unique tourism productstourism products

Working in Working in partnershippartnership

Thinking about Thinking about value-added value-added productsproducts

Rural study tour with close up experience with buffalo

Torrington, ABTorrington, AB

Creative use of an Creative use of an abundant resourceabundant resource

ExtremelyExtremely unique unique productproduct

Strong volunteer Strong volunteer corecore

Community spiritCommunity spirit

Rosebud, ABRosebud, AB

Educational tourismEducational tourism

Incorporated the Incorporated the arts and culture arts and culture sectorsector

Return visit Return visit destinationdestination

Partnerships within Partnerships within the communitythe community

Pincher Creek, ABPincher Creek, AB

Regional marketing Regional marketing approachapproach– The Cowboy TrailThe Cowboy Trail

Sharing of Sharing of resources and resources and information with information with other communitiesother communities

Unique visualsUnique visuals

The Great Canadian Barn DanceThe Great Canadian Barn Dance

Family owned and Family owned and operatedoperatedStarted small, built Started small, built on successeson successesCreative marketing Creative marketing techniques techniques Family and Family and community-orientedcommunity-oriented

Sylvan Lake, AB

Links sport, recreation and tourism

Hosts major special events

However – struggles with capacity, resident support and planning decisions

Slave Lake Marathon

Information needs

Community leaders and entrepreneurs embarking on rural tourism development expressed that they need information and resources to succeed

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

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?

Organization

How should we be approaching this? What comes first?

Are there successful models for rural tourism development?

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?

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

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.

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

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

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

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?

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