Global Travel Media » Blog Archive » Vancouver’s First Ever Tourism Master Plan, Authored by Resonance Consultancy, Welcomed by City Tourism Industry

Home » Destination North America » Currently Reading:

Vancouver’s First Ever Tourism Master Plan, Authored by Resonance Consultancy, Welcomed by City Tourism Industry

June 21, 2013 Destination North America No Comments Email Email

More than 300 members of Vancouver’s regional tourism industry heard city mayor Gregor Robertson and Tourism Vancouver’s board chair discuss eight areas of recommendation outlined in the plan, which was created for Tourism Vancouver, the City of Vancouver and Vancouver Economic Commission byResonance Consultancy.

“This is a monumental step for Vancouver,” said Rick Antonson, Tourism Vancouver’s president and CEO. “The Tourism Master Plan sets both future benchmarks and shared ambitions that will help guide the tourism planning process in years to come.”

The plan is designed to analyze gaps, identify opportunities and establish priorities to ensure the tourism industry grows in an economically, socially and environmentally sustainable manner. Specific goals around the Vancouver experience, economic growth and sustainability were set. An overarching ambition of the plan was to enhance alignment between City gI_75023_Vancouver Tourism Master Planadministration and the tourism business.

“Vancouver’s plan gave us an opportunity to show the city administration opportunities through a tourism lens,” says Resonance Executive Vice-President Richard Cutting-Miller. “We feel that with the report, a meaningful partnership can be formed that will advance the interests of all parties.”

Resonance team members have advised cities, destinations, governments and communities in more than 65 countries.

The Resonance process involved more than 180 one-on-one interviews with tourism industry members and stakeholders, which informed a comprehensive online survey of more than 2,000 residents and industry stakeholders. The highly successful survey generated some 11,000 comments. Two open houses were held and more than 400 documents and reports reviewed.

“We know that stakeholder engagement is key to the creation of any tourism plan,” says Chris Fair, president of Resonance. “We were pleased and surprised to see that the interests of industry and residents were quite aligned, which gave us a clear path to make strong recommendations.”

Highlights of the report will also be presented at the DMAI conference in Orlando on July 16.

The recommendations covered product development, events, visitor experience design, neighbourhoods, tourism infrastructure development, transportation, advocacy and public affairs, and partnerships and alliances. In a nutshell:

  • The initiation of a product development strategy in 12 areas of opportunity, from Aboriginal tourism to shopping and health and wellness.
  • The establishment of an events organization to facilitate the delivery of cultural, sports and signature events around the year, particularly in rainy 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 city’s key artery.
  • 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.

“Tourism is one of Vancouver’s most exciting and significant industries, supporting over 28,000 jobs in our city,” says Vancouver Mayor Gregor Robertson. “Building on the incredible success of the 2010 Olympic and Paralympic Winter Games, it is an industry with vast potential for growth and one that merits the full ongoing support of government partners. It is important that we come together to ensure coordinated development that meets the future needs of residents, visitors, investors and other stakeholders in showcasing Vancouver to the world.”

The full report will be complete in early July.

Comment on this Article:

Time limit is exhausted. Please reload CAPTCHA.

Platinium Partnership


Elite Partnership Sponsors


Premier Partnership Sponsors


Official Media Event Partner


Global Travel media endorses the following travel publication