Finally a Plan
It has always seemed kind of odd that while tourism in Vancouver is said to support over 28,000 jobs that there was never a tourism plan. The industry has just grown organically over the years. However, Vancouver’s first ever Tourism Master Plan was unveiled in mid-June. The plan is a combined effort by Tourism Vancouver, the City of Vancouver and the Vancouver Economic Commission. The release of the plan took place on June 13th with Mayor Gregor Robertson and Tourism Vancouver’s Board Chair, R. Gordon Johnson presenting. You can read the news release here.

“The eight recommendations from the plan cover these areas:

  • The initiation of a product development strategy in 12 areas of opportunity.
  • The establishment of an events organization to facilitate the delivery of cultural, sports and signature events around the year, particularly in Q1 and Q4.
  • The comprehensive assessment of the visitor experience, including journey mapping, digital visitor experience, hosting, sustainability and wayfinding.
  • The creation of a neighbourhood marketing council with BIAs to promote cultural diversity and consider key neighbourhoods as tourism destinations.
  • The planning and backing of key development opportunities for tourism infrastructure, including Granville Island, NE False Creek and the creation of a “Tourism Corridor” on Georgia Street.
  • The incorporation of the needs of visitors into public and private transportation, particularly with regards to late night public transportation and walkability issues.
  • The alignment of advocacy interests of tourism partners for the benefit of visitors and the industry, particularly on issues such as liquor and alcoholic beverages, tourism workforce development and aviation.
  • The formalization of an ongoing group of city, industry and tourism partnership to oversee master plan actions and report back to industry and residents.”
While the plan will not effect the golf industry directly there are some encouraging aspects as we see them:
  • Under product development Health & Wellness is listed as one of the 12 key areas
  • A dedicated events organization will manage city-wide events and focus on the first and fourth quarter and on cultural, sports and signature events
  • Improvements to the digital visitor experience
  • Align advocacy interests with regards to liquor and alcoholic beverages
Golf could be better promoted as a health and wellness activity and perhaps opportunities will arise to bring it into this fold. More city-wide events, especially in the slow seasons means more people in Vancouver. While this is all weather dependant with respect to golf, more visitors in the city is never a bad thing. The current promotion of golf on is less than stellar and anything would be an improvement.

The slide show from the June 13th presentation is available online.

The full plan will be released shortly and we will post a link here.

Jeff & Tara Ciecko of CK Golf Solutions write two blogs on their website, one is their 19th Hole Blog where they share personal experiences and the Biz Blog where they share business best practices and golf industry related opinions. They have owned and operated CK Golf Solutions for 5 1/2 years.