http://www2.canada.com/chilliwacktimes/news/community/story.html?id=c315971a-093d-4c14-aefa-ab96bf064d55
Friday, August 21, 2009
More on Tourism BC
A great letter to the Editor from an old friend of the industry....Jean Anderson, who gave years to the betterment of tourism in the province:
Thursday, August 20, 2009
IF IT AIN'T BROKE - BASH IT!!!
If it ain't broke....do your best to break it!
The Ministry of Tourism has turned the British Columbian Tourism industry on its ear this week by firing a very professional manager, Rod Harris, firing the TBC Board of Directors and announcing that Tourism BC (the marketing arm for all things Tourism in the province would be moved back into the Ministry.
In 1997 the Province made the unprecedented move to remove the marketing division from the Ministry to end the ongoing challenge of forward planning and budgeting to the politicians and allow a Board of Tourism Professionals to monitor the new Crown Corporation. This move was very radical and with the move, allowed the industry to grow exponentially. Tourism BC attracted many professionals from industry to formulate visionary plans for the future. They, most recently, had taken on the Premier's challenge of doubling tourism revenues by 2015 (or thereabouts).
Now, we are back to the challenges of the '90's. We have a minister who has been in place for about 3 months. How long he will last? Who knows? Every decision will be political vs professional. The 'advisory committee' they hope to have will have who involved? Rumour has it that they are getting more 'declines' than acceptances.
With this move and the implementation of the HST which is going to make the Canadian Inbound tourism industry totally non-competitive in world markets, the tourism industry has some VERY tough years ahead.
The following is the official announcement from the Ministry:
NEWS RELEASE
For Immediate Release
2009TCA0001-000234
August 17, 2009
Ministry of Tourism, Culture and the Arts
B.C. STRENGTHENS AND ALIGNS TOURISM PROMOTION
VICTORIA – Tourism BC will be brought into the Ministry of Tourism, Culture and the Arts,
reducing administrative costs and better co-ordinating all of the Province’s marketing initiatives,
Minister Kevin Krueger announced today.
“While Tourism BC has served British Columbia well, in these difficult economic times
it is critical that we maximize every tourism dollar for marketing B.C. to the world,” said
Krueger. “Consolidating tourism operations in the ministry will allow for co-ordinated marketing
campaigns, while ensuring resources are focused on getting the best results for British
Columbia’s tourism sector.”
Bringing Tourism BC into the Ministry of Tourism, Culture and the Arts next year
will reduce administrative costs and allow these funds to be re-invested into marketing
initiatives. The integration of Tourism BC, effective April 1, 2010, will result in a new
program under the leadership of the ministry with a renewed focus on marketing the regions
of British Columbia.
The minister will be replacing Tourism BC’s board of directors with a new Minister’s
Advisory Council, which will continue seeking input and advice on marketing plans from the
tourism industry. The council will report directly to the minister.
“We must continue building on the successes B.C. has had over the past few years and
remain top-of-mind with travellers,” said Krueger. “These changes will ensure we are
maximizing our opportunities to showcase British Columbia, the best place on earth, to the
world.”
Created in 1997, Tourism BC was the marketing arm for the Province, with primary
offices in Vancouver and Victoria, approximately 146 employees and in-market representation in
key markets including Australia, Germany, Japan, United Kingdom, South Korea and Taiwan.
These changes will enhance B.C.’s international presence and ensure that the value of B.C.’s
tourism potential is maximized at home and abroad.
Tourism generated an estimated $13.8 billion in 2008, providing more than 120,000
direct and 170,000 indirect jobs across the province. The Province of British Columbia has
supported the development of a strong infrastructure for the tourism industry since 2001.
For instance, the Province has:
· Provided $25 million to the Union of B.C. Municipalities for its Community
Tourism Program.
· Provided $12 million in one-time funding to the province's six tourism regions.
· Invested $8 million toward the construction of six Provincial Gateway Visitor
Centres.
· Provided $5 million over four years to the Aboriginal Tourism Association of
B.C. to implement its Aboriginal cultural tourism strategy.
-30-
Contact:
Public Affairs Bureau
Ministry of Tourism, Culture and the Arts
250 356-8177
For more information on government services or to subscribe to the Province’s news feeds using
RSS, visit the Province’s website at www.gov.bc.ca.
These are the official responses from Vancouver Coast & Mountains Tourism Region and aTourism BC advisory. COTA (the Council of Tourism Associations) is still to be heard from.
In a recent board meeting of The Vancouver Coast and Mountains Tourism Region, the board acknowledged fears that the Ministry would move to eliminate the “SuperNatural BC” brand in favour of “The Best Place on Earth” brand. Our board unanimously expressed concern that “The Best Place on Earth” brand could do further damage to our industry’s marketing efforts in the international marketplace. While we agree that it is an excellent brand for intra-provincal marketing, it could have a very negative effect beyond that.
The wording of the Ministry’s communication suggests that a change to the brand may be coming.
Although VCMBC’s Board disagrees with Government’s decision to move Tourism BC back under Ministry control, we support COTA’s efforts to forge an effectual relationship with the Ministry, so that a the industry has a meaningful influence on the ministry’s future tourism marketing plans. We understand that the Industry’s role in this regard has yet to be agreed upon between COTA and the Ministry. However, given our Board’s discussion and concern regarding the expanded use of “The Best Place on Earth” brand, we felt it imperative to bring our concern to the attention of COTA’s leadership.
IMPORTANT: Tourism British Columbia Update
VICTORIA - On Monday the government of B.C. announced that Tourism BC will be brought into the Ministry of Tourism, Culture and the Arts. We want to reassure industry stakeholders that it is "business as usual" and that all current marketing programs are fully operational.
We understand this announcement came suddenly to many in the tourism sector. We want to stress that the Province continues to support a strong tourism industry with innovative and consistent branding and marketing programs.
We have already begun consulting with industry with the goal of making the transition efficiently, and we expect full integration to be completed by April 1, 2010.
We will advise Industry stakeholders of any changes to Tourism BC activities as key decisions are made.
For more information on Tourism BC programs and activities, go to tourismbc.com
The Ministry of Tourism has turned the British Columbian Tourism industry on its ear this week by firing a very professional manager, Rod Harris, firing the TBC Board of Directors and announcing that Tourism BC (the marketing arm for all things Tourism in the province would be moved back into the Ministry.
In 1997 the Province made the unprecedented move to remove the marketing division from the Ministry to end the ongoing challenge of forward planning and budgeting to the politicians and allow a Board of Tourism Professionals to monitor the new Crown Corporation. This move was very radical and with the move, allowed the industry to grow exponentially. Tourism BC attracted many professionals from industry to formulate visionary plans for the future. They, most recently, had taken on the Premier's challenge of doubling tourism revenues by 2015 (or thereabouts).
Now, we are back to the challenges of the '90's. We have a minister who has been in place for about 3 months. How long he will last? Who knows? Every decision will be political vs professional. The 'advisory committee' they hope to have will have who involved? Rumour has it that they are getting more 'declines' than acceptances.
With this move and the implementation of the HST which is going to make the Canadian Inbound tourism industry totally non-competitive in world markets, the tourism industry has some VERY tough years ahead.
The following is the official announcement from the Ministry:
NEWS RELEASE
For Immediate Release
2009TCA0001-000234
August 17, 2009
Ministry of Tourism, Culture and the Arts
B.C. STRENGTHENS AND ALIGNS TOURISM PROMOTION
VICTORIA – Tourism BC will be brought into the Ministry of Tourism, Culture and the Arts,
reducing administrative costs and better co-ordinating all of the Province’s marketing initiatives,
Minister Kevin Krueger announced today.
“While Tourism BC has served British Columbia well, in these difficult economic times
it is critical that we maximize every tourism dollar for marketing B.C. to the world,” said
Krueger. “Consolidating tourism operations in the ministry will allow for co-ordinated marketing
campaigns, while ensuring resources are focused on getting the best results for British
Columbia’s tourism sector.”
Bringing Tourism BC into the Ministry of Tourism, Culture and the Arts next year
will reduce administrative costs and allow these funds to be re-invested into marketing
initiatives. The integration of Tourism BC, effective April 1, 2010, will result in a new
program under the leadership of the ministry with a renewed focus on marketing the regions
of British Columbia.
The minister will be replacing Tourism BC’s board of directors with a new Minister’s
Advisory Council, which will continue seeking input and advice on marketing plans from the
tourism industry. The council will report directly to the minister.
“We must continue building on the successes B.C. has had over the past few years and
remain top-of-mind with travellers,” said Krueger. “These changes will ensure we are
maximizing our opportunities to showcase British Columbia, the best place on earth, to the
world.”
Created in 1997, Tourism BC was the marketing arm for the Province, with primary
offices in Vancouver and Victoria, approximately 146 employees and in-market representation in
key markets including Australia, Germany, Japan, United Kingdom, South Korea and Taiwan.
These changes will enhance B.C.’s international presence and ensure that the value of B.C.’s
tourism potential is maximized at home and abroad.
Tourism generated an estimated $13.8 billion in 2008, providing more than 120,000
direct and 170,000 indirect jobs across the province. The Province of British Columbia has
supported the development of a strong infrastructure for the tourism industry since 2001.
For instance, the Province has:
· Provided $25 million to the Union of B.C. Municipalities for its Community
Tourism Program.
· Provided $12 million in one-time funding to the province's six tourism regions.
· Invested $8 million toward the construction of six Provincial Gateway Visitor
Centres.
· Provided $5 million over four years to the Aboriginal Tourism Association of
B.C. to implement its Aboriginal cultural tourism strategy.
-30-
Contact:
Public Affairs Bureau
Ministry of Tourism, Culture and the Arts
250 356-8177
For more information on government services or to subscribe to the Province’s news feeds using
RSS, visit the Province’s website at www.gov.bc.ca.
These are the official responses from Vancouver Coast & Mountains Tourism Region and aTourism BC advisory. COTA (the Council of Tourism Associations) is still to be heard from.
In a recent board meeting of The Vancouver Coast and Mountains Tourism Region, the board acknowledged fears that the Ministry would move to eliminate the “SuperNatural BC” brand in favour of “The Best Place on Earth” brand. Our board unanimously expressed concern that “The Best Place on Earth” brand could do further damage to our industry’s marketing efforts in the international marketplace. While we agree that it is an excellent brand for intra-provincal marketing, it could have a very negative effect beyond that.
The wording of the Ministry’s communication suggests that a change to the brand may be coming.
Although VCMBC’s Board disagrees with Government’s decision to move Tourism BC back under Ministry control, we support COTA’s efforts to forge an effectual relationship with the Ministry, so that a the industry has a meaningful influence on the ministry’s future tourism marketing plans. We understand that the Industry’s role in this regard has yet to be agreed upon between COTA and the Ministry. However, given our Board’s discussion and concern regarding the expanded use of “The Best Place on Earth” brand, we felt it imperative to bring our concern to the attention of COTA’s leadership.
IMPORTANT: Tourism British Columbia Update
VICTORIA - On Monday the government of B.C. announced that Tourism BC will be brought into the Ministry of Tourism, Culture and the Arts. We want to reassure industry stakeholders that it is "business as usual" and that all current marketing programs are fully operational.
We understand this announcement came suddenly to many in the tourism sector. We want to stress that the Province continues to support a strong tourism industry with innovative and consistent branding and marketing programs.
We have already begun consulting with industry with the goal of making the transition efficiently, and we expect full integration to be completed by April 1, 2010.
We will advise Industry stakeholders of any changes to Tourism BC activities as key decisions are made.
For more information on Tourism BC programs and activities, go to tourismbc.com
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