The Aboriginal Tourism Association of British Columbia (AtBC) The Next Phase Aboriginal Cultural Tourism Strategy - 2012-2017
The Next Phase: 2012-2017A Five-year Strategy for Aboriginal Cultural Tourism in British Columbia
ContentsMessage from the Chief Executive Officer 3Executive Summary 5Recognized as a World Leader 7A Proven Record of Success 8The Time is Right 9Targets for Success 13Key Five-year Strategies Push for Market-Readiness 14 Build and Strengthen Partnerships 17 Focus on Online Marketing 18 Focus on Key and Emerging Markets 21 Focus on Authenticity and Quality Assurance 22 Regional Approach 25Estimated Five-year Project Expenditures 29Be a Part of the Excitement! 31Front Cover Photo: Klahowya Village in Stanley Park, www.AboriginalBC.com Seashore Charters, www.SeashoreCharters.comThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-20172
Message from theChief Executive OfficerThe Aboriginal Tourism Association of British Columbia (AtBC) has becomea world leader in the development of authentic Aboriginal cultural tourism.Together AtBC, our Stakeholders, and Aboriginal communities throughoutBritish Columbia have demonstrated a collective ability to work together andproduce significant growth in tourism since 2006.The growth of the Aboriginal cultural tourism sector has been unprecedentedand AtBC understands that consumer demands for existing authenticAboriginal cultural tourism destinations and potential for new Aboriginalcultural tourism products have created a promising future.I want to acknowledge our Stakeholders and Aboriginal leaders who continue torecognize the tremendous opportunity the Aboriginal cultural tourism sectorprovides for employment, cultural revitalization, and economic benefits forcommunities and entrepreneurs.The Next Phase 2012-2017 has been produced based on timely sector research,consultation with AtBC Stakeholders, and economic assessment of theconsumer demand. Therefore AtBC is confident that the strategy providesa formula for future success and continued sector growth that leads globaltrends.The future growth for authentic Aboriginal cultural tourism will ensure growthof the entire tourism industry and The Next Phase 2012-2017 will ensuresuccess.Thank you,Keith Henry, Chief Executive OfficerAboriginal Tourism Association of British ColumbiaThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 3
The Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-20174Our vision is a prosperous and respectful Aboriginal cultural tourismindustry sharing authentic products that exceed visitor expectations.Squamish Lil’wat Cultural Centre , www.SLCC.ca
The Next Phase outlines AtBC’sstrategy for growing the province’sAboriginal cultural tourism industryover the next five years. It builds onAtBC’s experience in successfullyimplementing the Aboriginal CulturalTourism Blueprint Strategy and istimed to take advantage of the currenttrend towards increased visitordemand for authentic Aboriginalcultural experiences.AtBC will invest $10 million overfive years into coordinated capacitybuilding, product development andmarketing initiatives. Through thisinvestment, AtBC will increase visitorvolume, employment and revenue aswell as tax revenue generation.To be successful, The Next Phasewill require continued support fromboth the Federal and ProvincialGovernments. AtBC will continue tostrengthen partnerships with bothlevels of government and will work tosupport “Gaining the Edge,” BritishColumbia’s five-year tourism strategy,as well as Canada’s Federal TourismStrategy.Executive SummaryThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 5AtBC’s five-year strategic targetsfor success for the Aboriginalcultural tourism industry are:• Revenue of $68 million (10%growth per year)• Employment at 4000 full-timeequivalent (10% growth per year)• 100 Market-Ready Aboriginalcultural tourism businesses (10%growth per year in every region)Key five-year strategies• Push for Market-Readiness• Build and StrengthenPartnerships• Focus on Online Marketing• Focus on Key and EmergingMarkets• Focus on Authenticity and Quality Assurance• Regional Approach
Spirit Bear Lodge, www.SpiritBear.comThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-20176Our mission is to provide training, awareness, product developmentand marketing to support a sustainable authentic Aboriginal culturaltourism industry in British Columbia while contributing to culturalpreservation and economic development.
The Aboriginal Tourism Association ofBritish Columbia (AtBC) was formed in1996 and has since become recognizedas a world leader in the Aboriginalcultural tourism industry.From humble beginnings, AtBC hasgrown to represent more than 150stakeholder businesses located inthe six tourism regions of BritishColumbia.AtBC is governed by Aboriginalcultural tourism business leadersworking in British Columbia whodedicate their time to ensure AtBCrepresents and meets the needs of theindustry.Recognized as a World Leader2012 AtBC Board of Directors: (front row, left to right) Sophie Pierre; Brenda Baptiste; LillianRose; Paula Cranmer-Underhill; (stairs, bottom to top) Lori Simcox; Geraldine Thomas-Flurer;Gloria Valencia; Wade Baker; George Taylor; Sharon Bond; Lillian Hunt; (not in photo) DouglasGreen; Wade Grant.The Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 7AtBC is frequently utilized byother countries and regions asa resource for best practices inAboriginal cultural tourism.2010 New ZealandAtBC hosted a delegationfrom New Zealand who wereresearching the successfulimplementation of the AboriginalCultural Tourism BlueprintStrategy.2011 TaiwanAtBC hosted an indigenous groupseeking best-practices for thecreation of their own culturaltourism industry.2011 YellowknifeAt the request of the Government of the Northwest Territories, AtBCpresented “lessons learned” andsuccess stories to a territorialtourism conference.2011 BelizeAtBC is assisting the Governmentof Belize in the development ofits indigenous cultural tourismindustry through the adaptation offront-line training and communityawareness training programs.
In 2005, AtBC designed the AboriginalCultural Tourism Blueprint Strategy(Blueprint) and subsequentlysecured $10 million dollars for itsimplementation. The Blueprint enabledAtBC and the Aboriginal culturaltourism industry in British Columbia toreach unprecedented levels of success.Investments into the Blueprintwere made by Aboriginal Affairsand Northern Development Canada(formerly known as INAC), WesternEconomic Diversification, and theProvince of British Columbia throughthe Ministry of Jobs, Tourism, andInnovation.AtBC achieved all identified and agreedupon performance indicators for theimplementation of the Blueprint asestablished by our funding partners.The evidence demonstrates that a wellcoordinated provincial Aboriginalcultural tourism strategy yields strongresults and that AtBC is highly capableof implementing such a strategy.A Proven Record of SuccessTax Revenue Generated by theAboriginal Cultural TourismIndustry($millions)Revenue for the AboriginalCultural Tourism Industry ($millions)2006 2007 2008 2009 2010 201120 26 37 38 40 42Jobs in the Aboriginal CulturalTourism Industry (full-time equivalent)2006 2007 2008 2009 20101,718 — 1,984 2,018 2,2662009 2010 201111 11 12Bill Reid Gallery, www.BillReidGallery.caThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-20178
The Time is RightThe 2010 Olympic and ParalympicWinter Games raised both domesticand international interest andconsumer demand continues toincrease for authentic Aboriginalcultural tourism experiences. Thispresents an incredible opportunity forthe growth of the province’s Aboriginalcultural tourism industry.More and more visitors to BritishColumbia want to experienceAboriginal culture, art and lifestyle.The result is that the Aboriginaltourism market has increased by 26%domestically, 8% for US visitors, and12% internationally (as of 2010).The emerging Chinese market issubstantial and another significantopportunity for Aboriginal culturaltourism.Overall AboriginalCultural TourismIncidence Ratesincreased by69% between2006 and 2010.Based on Tourism BC VisitorSurvey incidence statistics.BC’s Six Tourism Regions:Vancouver Coast & MountainsVancouver IslandThompson OkanaganNorthern BCCariboo Chilcotin CoastKootenay RockiesThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 9
Nk’Mip Desert Cultural Centre, www.NkMipDesert.comThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-201710One in four visitors to BritishColumbia is interested in addingan Aboriginal cultural tourismexperience to their trip.
The Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 11
Quaaout Lodge & Talking Rock Golf Course, www.QuaaoutLodge.comThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-201712
The Next Phase, AtBC’s five-yearAboriginal cultural tourism strategy,is designed to build on the success ofthe original Blueprint strategy andto continue to expand the Aboriginalcultural tourism industry in BritishColumbia.AtBC will invest $10 million overfive years into coordinated capacitybuilding, product development andmarketing initiatives. Through thisinvestment, AtBC will increase visitorvolume, employment and revenue aswell as tax revenue generation.AtBC’s five-year strategic targetsfor success for the Aboriginalcultural tourism industry are:• Revenue of $68 million (10%growth per year)• Employment at 4000 full-timeequivalent (10% growth per year)• 100 Market-Ready Aboriginalcultural tourism businesses (10%growth per year in every region)Targets for Success10%AnnualGrowthCapacity BuildingProduct DevelopmentMarketingThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 13
Key Five-year StrategiesThe number of Aboriginal tourismbusinesses in the province that arenot Market-Ready is 192. This numberincludes businesses that are alreadyOperational as well as businesses thatare still in the Start-Up phase.AtBC has identified a number ofbarriers that may make it challengingfor a business to progress from Start-Up to Operational to Market-Ready.AtBC will deliver programs that willhelp push businesses along the path tomeeting the Market-Ready criteria:• Has been operating in a safe andprofessional manner for at least one year.• Carries adequate insurance totaling noless than 2 million in liability.• Has current business and operatinglicenses, registrations and permits.• Has a website that honestly andaccurately represents Aboriginal tourismbusiness.• Accepts credit cards and debit cards asmeans of payment.• Handles reservations/inquiries bytelephone, fax and email on a year-roundbasis.• Handles and is able to provideconfirmation of booking arrangementswithin 24 hours.• Has a product that is of interest totourists, both domestic and international.Push for Market-ReadinessTo support the success of thisstrategy, AtBC will:• Deliver business and productdevelopment training programsthat will help Start-Up businessesbecome Operational.• Deliver business and productdevelopment training programsthat will enable Operationalbusinesses to achieve theMarket-Ready designation.• Deliver business and productdevelopment training programsthat will enable those businesseswhich are already Market-Readyto achieve the Export-Readydesignation.• Deliver community capacitybuilding training programs toassist Aboriginal communities inplanning for successful economicdevelopment in the tourismindustry.• Deliver front-line employmentskills training programs to assistbusinesses and communities inmeeting tourism staffing needs.Takaya Tours, www.TakayaTours.comThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-201714
The Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 15
Spirit Ridge Vineyard Resort & Spa, www.SpiritRidge.caThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-201716
Key Five-year StrategiesAtBC recognizes that BritishColumbia’s Aboriginal cultural tourismindustry can only grow, prosper andbecome sustainable through thecultivation of partnerships with otherorganizations who are also committedto the success of tourism in theprovince.These partnerships will begin in theAboriginal communities of BritishColumbia and must include all levelsof government. All capacity building,product development and marketingefforts must be coordinated betweenthe various partners in order tobe most effective and to maximizeefficiencies.Build and Strengthen PartnershipsTo support the success of thisstrategy, AtBC will:• Continue to strengthen existingpartnerships with the Provincialand Federal governments andwork to support the Provincialand Federal tourism strategies.• Develop and expandpartnerships with each of theregional Destination MarketingOrganizations.• Continue to assist Aboriginalcommunities throughoutthe province in economicdevelopment initiatives related totourism.• Increase partnerships with non-Aboriginal tourism businesses inorder to increase the availabilityof authentic Aboriginal-themedvacation packages.• Continue to create and expandpartnerships with educationalinstitutions and other trainingand development organizationsin order to meet industry staffingneeds.The Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 17
Key Five-year StrategiesRecognizing the tremendoustechnological shift now firmlyunderway, AtBC will continue to moveits marketing focus towards onlineactivities. AtBC will also assist itsstakeholders in making the same shiftin their own marketing focus.Focus on Online MarketingTo support the success of thisstrategy, AtBC will:• Upgrade its existing websitesand expand online advertisinginitiatives.• Ensure that all of its onlinemarketing activities aresuccessful on a range of desktopand mobile devices.• Integrate social media activityinto every marketing campaign.• Expand its collection of digitalimage and video assets. Theproduction of engaging contentand the cultivation of user-generated content will be primarygoals.• Provide Stakeholders with accessto online marketing expertise andresources and deliver relatedworkshops in each region.‘Ksan Historical Village and Museum, www.Ksan.orgThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-201718
The Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 19
K’omoks First Nation, www.ComoxBand.caThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-201720
Key Five-year StrategiesTo maximize the benefit of itsmarketing efforts AtBC will primarilyfocus on five key markets. Theseinclude:»» British Columbia»» Alberta»» Ontario»» California»» GermanyAs well, AtBC will monitor thepotential of emerging markets such asChina, India and Mexico and respondwith appropriate programs that willtake advantage of the enormouspotential these markets represent.Focus on Key and Emerging MarketsTo support the success of thisstrategy, AtBC will:• Work in collaboration with theProvince of BC on internationalmarketing programs.• Attend consumer, travel trade andmedia trade shows and events inthe five key markets.• Work in collaboration withRegional Destination MarketingOrganizations on domesticmarketing campaigns so thatAboriginal experiences are wellrepresented.• Deliver niche marketingcampaigns in specific marketswhere specific experiences are inhigh demand.• Develop German language onlinemarketing and print campaigns.The Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 21
Key Five-year StrategiesCultural authenticity is at the heartof the Aboriginal cultural tourismindustry. It will be a fundamentalpriority as AtBC grows the industrywithin BC to satisfy rising consumerdemand for authentic Aboriginaltourism experiences.AtBC also recognizes the connectionbetween Aboriginal cultural tourismexperiences and the purchase ofauthentic Aboriginal giftware and artand will work to support the authenticAboriginal artisan products industry.Quality assurance is key to the ongoingsustainability of the industry and willalso be a fundamental priority forthe next five years. Environmentalsustainability will be considered to beintegral to quality, authentic Aboriginalcultural experiences.Focus on Authenticityand Quality AssuranceTo support the success of thisstrategy, AtBC will:• Continue to increase the numberof Authentic Aboriginal certifiedtourism businesses in order tosatisfy increasing visitor demandfor authentic Aboriginal culturaltourism experiences.• Expand the existing AuthenticAboriginal certification programto include certification ofauthentic Aboriginal performersand artisan products.• Develop a quality assuranceprogram to help ensure that everyvisitor receives the best possibleexperience when they include anAboriginal cultural experience intheir visit.Huupaquinum Gift Shop, www.Ucluth.caThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-201722
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Haida Heritage Centre, www.HaidaHeritageCentre.comThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-201724
Key Five-year StrategiesTo move the industry forward, AtBCwill develop regional strategies topromote growth throughout theprovince while recognizing the uniqueopportunities and challenges in eachregion.These regional Aboriginal culturaltourism strategies will include sub-regional strategies that will covercapacity building, product developmentand marketing initiatives.Regional ApproachTo support the success of thisstrategy, AtBC will:• Develop six comprehensiveregional Aboriginal culturaltourism strategies.• Promote packages along routesconnecting multiple regions ofthe province and develop other inter-regional initiatives.• Develop programs connectingBritish Columbia’s diverse coastalexperiences focusing on fourniche markets:»» BC Ferries»» Cruise ships»» Pocket cruise ships»» Marine tourism• Work in close collaborationwith regional and communityDestinations MarketingOrganizations.• Continue to operate theKlahowya Village in Stanley Parkand expand this marketing eventto include events in Victoria andKamloops.The Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 25
Cariboo Chilcotin Jetboat Adventures, www.JetboatAdventures.comThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-201726
The Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 27Aboriginal cultural tourismis the fastest growing sectorof the tourism industry inBritish Columbia.
U’mista Cultural Centre, www.Umista.caThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-201728
2012/13 2013/14 2014/15 2015/16 2016/17 TotalPush for Market-Readiness $650,000 $650,000 $650,000 $650,000 $650,000 $3,250,000Build and Strengthen Partnerships $200,000 $200,000 $200,000 $200,000 $200,000 $1,000,000Focus on Online Marketing $300,000 $300,000 $300,000 $300,000 $300,000 $1,500,000Focus on Key and Emerging Markets $650,000 $650,000 $650,000 $650,000 $650,000 $3,250,000Focus on Authenticity and Quality Assurance $150,000 $150,000 $150,000 $150,000 $150,000 $750,000Regional Approach $100,000 $100,000 $100,000 $100,000 $100,000 $500,000$2,050,000 $2,050,000 $2,050,000 $2,050,000 $2,050,000 $10,250,000Estimated Five-year Project ExpendituresThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 29
IMAGEWest Coast Expeditions, www.WestCoastExpeditions.comThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-201730
Be a Part of the Excitement!AtBC encourages all interested individuals, businesses and organizations to worktogether with AtBC to help grow British Columbia’s Aboriginal cultural tourismindustry. Through committed partnerships, all stakeholders will benefit andcommunities in every region of the province will see increased prosperity.The Aboriginal Tourism Association of British ColumbiaSuite 600 - 100 Park Royal SouthWest Vancouver, BCV7T 1A2CanadaLocal Phone: (604) 921-1070Toll-Free Phone: 1-877-266-2822Local Fax: (604) 921-1072Toll-Free Fax: 1-877-533-7773Email: Info@AboriginalBC.comwww.AboriginalBC.comThe Next Phase Five-year Aboriginal Cultural Tourism Strategy 2012-2017 31
IMAGEwww.AboriginalBC.comKlahowya Village in Stanley Park, www.AboriginalBC.com
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