Anthony Everett officially commenced his role as President & CEO of Tourism Vancouver Island on January 3, 2018, and the team is eager to work with Anthony on a variety of tourism projects and activities.
Anthony has been involved in tourism in British Columbia for 30+ years, starting his career at The Butchart Gardens in visitor services and then establishing Butchart Gardens’ Media Relations department. In 1999, he was recruited to Tourism Victoria to manage the Media Relations Department until 2003 when he READ MORE
Since 2011, Everett also chairs the Board of Directors for the 2015 Prince George Canada Winter Games Host Society, which hosted the 2015 Canada Winter Games. Well versed as a director with various organizational boards, he has gained invaluable experience from his involvement with the Myeloma Canada Board of Directors (June 2016 – present), the Canada Games Council Board (fall 2016 – present), go2HR (2012 – 2016), and as a Co-Chair of the 2015 Canada Winter Games Ambassador Program (2012 – 2015).
Anthony has earned significant achievements through his career and is the recipient of the Canadian Sport Tourism Alliance (CSTA) Prestige Award 2016, the Queen Elizabeth II Diamond Jubilee Medal, and the 2015 Prince George Citizen of the Year.
Please welcome Anthony back to Vancouver Island! Anthony@tourismvi.ca or 250-740-1211.
Tourism Vancouver Island: Updates from our team
Marketing: Have you seen our commercial spots that have been airing on Global TV? We have aired two flights so far this fiscal year: the first ran for seven weeks from late April through mid-June and the second flight for another seven weeks from late August through mid-October. READ MORE
Tourism Vancouver Island is very fortunate that because of our non-profit status we’re eligible to receive PSA spots at no charge, in addition to the spots that we pay for. We have received reporting from Global on the first two flights that aired in the Spring and Fall and the results are impressive. The total impressions so far, against Adults 35+, including our paid (15-second), PSA (30-second) and bonus spots is 27.2 million. In fact, we’re already at 80% delivery of the guaranteed impressions for our paid campaign with a full five weeks still to come.
We’ve also been working hard at increasing our subscriber base for Island Moments, our consumer e-newsletter. Over a two month period we added more than 2,000 qualified subscribers who are interested in learning about the Vancouver Island region. There are more than 21,000 people receiving our newsletter and you can deliver your message to them through us. Advertising space is available in our bi-monthly Island Moments e-newsletter and you can also now takeover an issue of Island Moments.
Lastly, keep an eye out for the 2018 editions of the Touring & Exploring Guide and Find Your Element Map Book, which will be hot off the press at the end of January. If you’re interested in pre-ordering bulk quantities e-mail Denise at firstname.lastname@example.org with your mailing address and the quantity you’d like of each. There are 80 Touring & Exploring Guides per box and 250 Find Your Element Map Books per box.
Community & Industry Engagement: Tourism Vancouver Island and regional partners are nearing completion on the Destination Development Program. The program will result in a set of three sub-regional destination development strategies for the Vancouver Island Region, as well as a Vancouver Island Regional strategy. The Greater Victoria Planning Area Destination Development Strategy and the South Central Island Planning Area Destination Development Strategy have READ MORE
Tourism Vancouver Island has recently applied to the Rural Dividend Fund to advance efforts on a region-wide Exceptional Hiking Trails project. In the coming weeks, Tourism Vancouver Island will be requesting letters of support from communities, regional districts, DMOs, EDOs, trail organizations and private stakeholders to support the application.
The Vancouver Island Region collectively submitted 11 applications to Destination BC’s Open-Pool funding program, a combined ask just shy of $1.23 million for the region. In years one and two of this program the region received significant support through the Open-Pool process; the hope is that year three will yield similar results to fuel strategic, collaborative initiatives in the region. Applications will be reviewed by Destination BC in late January 2018.
Trade & Media Relations: The Media Specialist attended Go Media in Halifax and pitched to over 30 media from around the world. Media were keen to learn about new aboriginal products, outdoor adventure, unique accommodation and locals that have a story to share. Media press trips during the fall included visits from Johnny Jet, Welt am Sonntag a German publication, a Destination BC group press trip that visited Tofino and Ucluelet, Food & Drink magazine, En Route, Sunset Magazine and more. Below are some recent clippings READ MORE
The Trade Specialist attended Canada’s West Marketplace and met with over 50 trade professionals, participated in Jonview training and attended Explore BC East a Destination BC lead tour operator event in Toronto. FAM tours in the fall included an Australian product manager group, travel agents from the Travel Counsellors UK, and a pre and post Canada’s West FAM.
The Trade Coordinator assisted with the Travel Counsellors FAM tour which hosted 23 UK based travel agents over the Thanksgiving long weekend and showcased Nanaimo, Tofino and Parksville. Based on feedback from the FAM tour survey, the agents viewed Vancouver Island and its products favourably and are looking forward to booking more Vancouver Island trips for their clients. Thank you to all of the stakeholders that support these FAMs as we could not do it without you!
In February, 2018 Tourism Vancouver Island will be hosting an Explore Vancouver Island event and have confirmed 20 tour operators that will attend for a mix and mingle. If you are interested in attending this event please contact Darsey at email@example.com. There are only a few spots left!
Social Media: Tourism Vancouver Island is excited to announce its participation in the first nationwide user generated content network. Alongside participating community and regional partners, Tourism Vancouver Island’s content team can funnel brand-aligned photography and video to both Destination BC and Destination Canada. A Vancouver Island network is also being established, allowing READ MORE
If you’d like more information about how you can get involved with the country wide network and share assets with Tourism Vancouver Island, Destination BC and CrowdRiff will be hosting a webinar on January 9 at 10am PST. Learn more and register here.
For the calendar year of 2017, Tourism Vancouver Island’s social media channel saw significant growth. Most notably, the Instagram account is nearing 6,000 followers, and garnered 39,326 likes over the same time frame. Check out the best nine of 2017 to see what performed! Pictures from left to right, top to bottom: @trailraiderscinema @taslishaw @stepthgoesglobal @abbydells @cordonbleumfield @thetravellingchapman @tonyjoycephotography @abbydells @joshyford
Vancouver Island North Tourism: Vancouver Island North Tourism had both its 2018 Marketing Plan and 2018-2020 Strategic Business Plan approved by the Board of the Regional District of Mount Waddington. Implementation of both plans will span the 2018 calendar year. One-year tactical plans have been completed and submitted to Destination BC for all of the Designated Recipients within the North Island region – Port Hardy, Port McNeill, Alert Bay and the Regional District of Mount Waddington. READ MORE
Results of the regional Resident Survey and Visitor Experience Survey are in. Residents of the North Island continue to indicate that tourism is an important industry for the region with over 95% of respondents supporting this statement. Over 82% of respondents also indicated that the work of Vancouver Island North Tourism as being important to the development and promotion of tourism in the region. On the visitor side, responses show a small drop in length of stay and daily expenditure, while overall visitor satisfaction showed a small increase with a ranking of 4.87 out of 5.
The 2018 Vancouver Island North Explorer Guide will begin distribution in January with delivery to all Vancouver Island Visitor Centres and online order fulfillment through www.gobrochures.com. In May, distribution will begin through Certified Folders across Vancouver Island, on BC Ferries major routes, and at the YVR’s international, domestic and south terminals.
Tourism Nanaimo: Tourism Nanaimo will host two beer journalists in January and February, to provide coverage of Nanaimo’s thriving craft beer scene. Also happening in the coming months, Tourism Nanaimo is running a digital and social campaign in the Vancouver market. The campaign tag line, “Minutes Away An Ocean Apart” makes the invitation clear: we want Vancouverites to READ MORE
Tourism Nanaimo is striding into the New Year, preparing to host the latter three of a five-session series of stakeholder consultations. The sessions were arranged based on the five “passion areas” from the 2017-2018 Tourism Nanaimo Marketing Campaign, and will inform marketing and development plans and priorities for 2018-2019. The next session to take place, Sip & Savour, will be held on January 22nd at the Longwood Brew Pub. Those interested in attending should contact firstname.lastname@example.org.
Remarkable Experiences Program…learn how to develop and deliver exceptional visitor-focused experiences
Visitors want to have an exceptional travel experience –- an experience memorable enough that they want to tell others about their interaction. You can be part of their success story by ensuring you are providing a remarkable experience at all touch points from trip planning, to booking, to the experience and beyond.
This is where Destination BC’s new Remarkable Experiences Program comes in. This 4-day program (divided into two 2-day sessions) provides hands-on, collaborative workshops, READ MORE
- what motivates travelers to come to your destination/business
- how to create a visitor profile and visitor experience statement
- the destination’s main explorer traveler types and their psychographics (Explorer Quotient or EQ)
- how to attract traffic to your website and social channels
- social media best practices
- tools to help manage your social channels, and more
“I think if there are business owners out there that are contemplating getting involved with the Remarkable Experiences Program, I would highly recommend it. Ah, you know some people think they know everything there is to know about developing a program, and marketing it, and advertising. I kind of thought that way as well myself; I thought I already know how to design tours and programs and that, but it really is an eye-opener after sitting in the 3 sessions here, that WOW, there is so much more than you think there is, and there are so many things that I can do differently in the future after taking this program.” – Rob Bryce, UNBC Continuing Studies (Prince George, BC)
Registration for this program is $450 plus GST and includes the following:
- Four full-day, in-class sessions on Experience Design, Digital Marketing, and Social Media Marketing delivered by industry experts
- 1.5 hours of personalized coaching to help put your ideas into action
- A digital assessment of your website and active social channels
- Workbooks, case studies and other resources to take home
- lunch and refreshments each day
Contact: Lana Cheong at email@example.com or 250-740-1213 for more information.
Registration closes January 16, 2018. Limited to 30 participants. Workshops take place in Courtenay (Feb 6 & 7) and Campbell River (March 6 & 7)
Watch this 3-minute video to hear what other Vancouver Island tourism businesses are saying about the program.
For more details and to register, click REGISTER NOW. Registration is limited to 30 and closes January 16 or when seats are filled.
Destination British Columbia: Subscribe to Directions
The team has recently redesigned and revamped their free industry newsletter, now called Destination BC Directions. READ MORE
The BC TIC Program Committee has been hard at work putting the finishing touches on workshop details, speakers and plenary sessions to be unveiled in early January.
Early-bird registration is now open and will be in place until January 31st. Big White Ski Resort has READ MORE
Locals and visitors are capturing and sharing amazing Canadian experiences across social media. This content is currently being used across the social media channels and websites of most tourism organizations in Canada as a key content source for our marketing. Many of us are currently investing time searching for the same or READ MORE
With that in mind, we’re launching a User Generated Content Partner Network, the first of its kind, in partnership with the provinces and territories. This will allow us all to work together to streamline the way we source user generated content.
The network (powered by CrowdRiff) will allow any participating organization to easily feed user-generated content directly to Destination Canada, their provincial marketing organization and/or any regional and community destination marketing organizations who are signed up. By joining, you’ll help surface the best content from your destination, sector or organization, so other partners can amplify it across their global social media accounts. You’ll also be able to access special pricing for CrowdRiff that has been negotiated on behalf of all members of the tourism industry. Click here for more information.
If you’d like more information about how you can get involved with the country wide network and share assets with Tourism Vancouver Island, Destination BC and CrowdRiff will be hosting a webinar on January 9 at 10am PST. Learn more and register here.
Air Canada has announced new non-stop, seasonal services will begin next June from Toronto to Nanaimo and to Kamloops, and Montreal to Victoria, British Columbia. All new flights are now available for purchase at www.aircanada.com and through travel agents.
“We are strategically expanding our domestic network with our flexible fleet, products and services to capitalize on the growing seasonal demand to and from Vancouver Island and READ MORE
The Hon. Lisa Beare, BC Minister of Tourism, Arts and Culture stated, “Air Canada’s additional flights to Victoria, Nanaimo and Kamloops reflect the rising popularity of Vancouver Island and the Thompson-Okanagan as tourism destinations. I’m excited by Air Canada’s extension of service to our province. This investment will make it easier for Canadians to visit these beautiful regions of BC, and further enhance connections between British Columbia and Central Canada.”
For the full release, please click here.
Destination BC: Co-op fund fuels collaboration on Vancouver Island
Our Co-op Marketing Partnerships Program funding for the Vancouver Island region for 2017-2018 is $1,170,656, a 21% increase from 2016-2017. Some of the Vancouver Island Co-op projects include: READ MORE
Pacific Circle Route
• Destination BC funds: $40,000
• Partner funds: $50,000
• Total project funds: $90,000
• Tactics include: Landing page and content development on Tourism Victoria website; native editorial; digital advertising.
• Outputs: A landing page; and digital advertising.
Read more about our Vancouver Island projects.
go2HR: Unfilled positions + International youth travelers = Custom-made for each other
As a world class destination, British Columbia attracts not just tourists, but also many overseas youth and students looking for READ MORE
How do you connect with these great candidates? go2HR recently participated as an exhibitor at the World Youth and Student Travel Conference (WYSTC), the leading trade event for the global youth, student and educational travel industry. There we met with and shortlisted agencies from several countries that facilitate youth travel to Canada.
If you are a BC tourism employer and are interested in employing youth with working holiday visas (open work permit), contact us for a list of these agencies:
Industry HR Coordinator, go2HR
Find out more about hiring international youth here.
2017 ‘State of the Island’ Economic Report – VIEA’s 3rd annual Economic Report for Vancouver Island was officially released at the Economic Summit on October 26 and is now available for download on the VIEA website. This Report has a cover value of $195.00 and is available for free. Starting in 2018, VIEA members will have access to the Report as a benefit of membership while others will pay the cover price.
VIEA will present the 1st ever ‘Island Wood’ – Industry Forum and Showcase READ MORE
VIEA released information and introduced three position papers at the Economic Summit focused on Value-added Wood Manufacturing, Addressing Poverty, and Application to have Vancouver Island designated as a Foreign Trade Zone Point. This is all now available on the VIEA website where you can also choose to register your support for these initiatives.
Retaining Talent – Building on work done over the last couple of years focused on shortening the gap between co-op, intern and graduating university students and island-based career opportunities, VIEA is in the process of assembling a working group to explore opportunities. In the immediate term, a couple of related events to connect employers with available labour may be of interest:
- Royal Roads University, Camosun College, and University of Victoria jointly hosted a virtual career fair on Nov 16th designed to help employers recruit international students who want to stay in Canada upon graduation.
- Black Press is holding its Extreme Career/Education Fair in Comox on February 8th to facilitate one-to-one connections between prospective employers and employees.
Conference Board of Canada – For the 3rd year, VIEA will co-host a Western Business Outlook seminar in February forecasting global, national, provincial and Island economic conditions. Watch for details…
Aboriginal Business Match – Also, for the 3rd year, VIEA will co-host ABM Vancouver Island on March 26-28 in Port Hardy. This event is specifically designed to facilitate business partnerships and is a proven and productive venue for First Nations, aboriginal businesses and non-aboriginal product and service providers to initiate contact and build relationships.
‘Island Good’ – VIEA announced this pilot project at the Economic Summit. Three major grocery retailers – Country Grocer, Quality Foods and Thrifty’s – are partnering with the Economic Alliance to promote food products made/grown on Vancouver Island. We think it’s a great story about collaboration when three large retail competitors work together demonstrating their shared interest to increase awareness and demand for Island-made and Island-grown products.The program will launch in March for six months concluding in August. A large portion of the funding for the pilot is already confirmed and there is still room for funding partners. If you are interested, contact VIEA President, George Hanson.
Finally, the 11th annual Economic Summit was another resounding success surpassing attendance records for the 7th straight year (588). Delegate registrations had to be closed the day before because our catering commitments could not accommodate the late surge in registrations. The 12th Summit will be October 24 & 25, 2018. Be sure to mark it in your calendar.
December 21, 2017: A Message from the Minister’s Office Regarding 2018 Canada-China Year of Tourism
I am very excited to share with you information on the 2018 Canada-China Year of Tourism!
In September 2016, our Prime Minister and Premier Li of China announced that 2018 will be the Canada-China Year of Tourism. China is Canada’s third largest source of tourists. In 2016, we welcomed nearly READ MORE
The 2018 Canada-China Year of Tourism is a tremendous opportunity to showcase all that Canada’s tourism industry has to offer in the Chinese market and to attract visitors from the world’s largest tourism market. We’ve already seen seven new Visa Application Centers open in China earlier this year and Destination Canada’s marketing efforts are being augmented. The 2018 Canada-China Year of Tourism supports the targets set out in Canada’s New Tourism Vision, including the doubling of Chinese visitation to Canada by 2021.
As we prepare for the 2018 Canada-China Year of Tourism, we have an opportunity to capitalize on the successes of a vibrant tourism industry – Canada’s largest export service sector and employer of one in 10 Canadians – and continue to promote our country as a premier international tourist destination. We want to work with you, the tourism industry, to ensure that the 2018 Canada-China Year of Tourism is a resounding success.
On December 4, 2017, Prime Minister Trudeau and the Honourable Bardish Chagger, Minister of Small Business and Tourism, unveiled the 2018 Canada-China Year of Tourism logo in the headquarters of Sina Weibo. The event generated more than 370 million views! I am reaching out to you today to let you know that the logo and website are now available for you to use. On the website, you’ll find key resources on how tourism businesses can get ready for Chinese visitors and how you can download and use the logo! Destination Canada, additionally, has a promotional site in China, which markets Canada’s tourist attractions to a Chinese audience (https://www.canada-china2018.cn).
There is plenty more to follow on the 2018 Canada-China Year of Tourism. There will be an opening ceremony put on by China in Canada (details to follow) and Canada will be hosting the closing ceremony in China. Throughout the year, there will be a series of events in Canada and China. If you know of any activities taking place in China, we would like to work with you to explore branding the event as part of the 2018 Canada-China Year of Tourism.
We ask that you distribute this information widely to your memberships and networks.
I look forward to a very successful 2018 Canada-China Year of Tourism.
Policy Advisor, Quebec and Atlantic
Office of the Minister of Small Business and Tourism
Innovation, Science and Economic Development
Green Tourism: How to create a sustainability plan for your tourism business
Did you know that small to mid-sized businesses with a well-planned sustainability strategy can increase their profits by up to 51%? Based on years of research and hands-on work with a wide range of businesses, author and speaker Bob Willard has identified that if a typical company were to use best-practice sustainability approaches, it could improve its profits by READ MORE
Even for those business people who don’t get as excited about sustainability as we do at Green Tourism Canada, we can all agree that increasing profits, when not at the expense of people or the environment, is a good goal.
But a goal without a plan is just a wish! So, here are the key elements to creating a sustainability plan for your own business. If you don’t feel like you have time to tackle all of these steps right away, download a copy of the recent presentation we did at the Tourism Northern Ontario Summit, that gives you a cheat sheet of actions based on the Green Tourism Criteria Checklist that we use in our assessments and certification of tourism businesses.
- Form a Green Team: Ensure that you have senior management, as well as front line staff. The GM, CEO or ED should be on your team. Commit to a monthly green team meeting, and up to 2-4 hours per month to complete actions coming out of the meeting.
- Gather your baseline data: What gets measured gets managed! Start tracking your consumption of key inputs and outputs, with energy/fuel, water and waste being the most important to start with. You can then expand to other things like consumables (paper, disposable cups, water bottles, etc.)
- Set some big, hairy, audacious goals: Crafting a lofty yet realistic vision and set of goals is an exciting and challenging task. What will your company look like if you are truly sustainable? Where do you want your company to be in five years, 10 years 25 years? Now what specific goals will help you get there? Pick three to six categories that you can create stretch goals for such as energy, waste, water, purchasing, etc. Some examples include reduce energy consumption by 35% by 2020, divert 90% of waste by 2025, or use 100% renewable energy by 2030.
- Brainstorm actions that you will get you to your goals: Once everyone agrees on your vision and goals, talk about each category one by one and get the team to offer ideas. Write them all down. There’s no such thing as a dumb idea. Map it all out then expand on the great ideas to turn them into actions. You could even put your big goals into a lunch room or staff area, and leave a comment box/board for staff to leave their ideas.
- Build Your Plan: You now have everything you need. It’s time to roll up your sleeves and solidify your plan. Using your favourite organizational program (we use Excel for the ease of sharing, updating and sorting), set up your document with the correct columns. Successful sustainability action plans have the following column headings or categories:
- Action (what you plan to do)
- Category (water, waste, energy, etc.)
- Action Steps (steps to complete)
- Team Member(s) (person responsible)
- Budget (actual $$ or low, medium, high)
- Timeline (use actual dates)
- Status (in progress, competed)
- Measurable (how is it measured?)
In each row, include a header line for the category as well as your goal, and then add in all the actions you brainstormed. Now fill in all the other columns. You can sort by the timeline, responsible person or whatever makes sense to your organization. Keep it updated, (monthly will do) and celebrate successes!
For more articles, visit www.greentourismcanada.ca/blog