Aboriginal cultural tourism...Aboriginal Tourism Development: Realities and Challenges (2006-2010)...

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Aboriginal Tourism Association of BC PAST & PRESENT: Evaluation of AtBC’s Tourism Performance in BC 2006-2010 March 16, 2011 Vancouver, BC

Transcript of Aboriginal cultural tourism...Aboriginal Tourism Development: Realities and Challenges (2006-2010)...

Page 1: Aboriginal cultural tourism...Aboriginal Tourism Development: Realities and Challenges (2006-2010) Global Drivers: an unexpected ‘perfect storm’ (e.g., higher Cdn $, higher fuel

Aboriginal Tourism Association of BC

PAST & PRESENT:Evaluation of AtBC’s Tourism Performance in BC 2006-2010

March 16, 2011Vancouver, BC

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The Past,AtBC & the Blueprint Start

Beverley O’Neil

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Blueprint Beginning

New / Awareness

Existing, but not market

Ready

Market Ready New / Awareness

Existing, but not market

Ready

Market Ready

Blueprint Future

No cultural element

Offers an approved cultural

experience

BRANDINGProduct awareness

/ understanding

1 2 3 1 2 3

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A Challenging And Ever Changing Environment

Balancing different needs and interestsBalancing different needs and interests

OperatorsProfitability and viabilityLabour and management supplyFinancial and natural resourcesKnowledge and experience to operateNetwork, connectionsInfrastructure

Travel TradeProduct confidenceAwareness and understanding of culture and productsContacts (where to get started)

First Nations / CommunityProduct development challengesSharing culture issuesResourcesKnowledge and experience

VisitorsExperiencesValue and qualityResourcesKnowledge and experience

SOURCE: AtBC Blueprint Strategy research 2005

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Development and Delivery of Multiple Training Programs

2008/09 : Four distinct programs 281 applicants for participation 116 graduates*Source: AtBC communications/reporting (Oct. 2009)

AtBC Capacity Building: Trailblazer Program

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AtBC Training Performance

  2007/082007/082007/08 2008/092008/092008/09 2009/102009/102009/10Trailblazer  Program   #  

SessionsTrain  the  Trainer

Par;-­‐cipants #  Sessions

Train  the  Trainer Par;-­‐cipants#  Sessions

Train  the  Trainer

Par;-­‐cipants

CULTURAL  INTERPRETATION:      Train-­‐the-­‐Trainer

1   16 1 32   0 0  

CULTURAL  INTERPRETATION:        Par;cipants

5 37 3 49

ABORIGINAL  TOURISM  BUSINESS        DEVELOPMENT:    Train-­‐the-­‐Trainer

      1 16        

ABORIGINAL  TOURISM  BUSINESS      DEVELOPMENT:    Par;cipant

     

Introduc;on  to  Tourism       1   12      

Trailblazer:  FirstHost/SuperHost 1 17  

OVERALL… 1 0 16 9 48 66 3 0 49

TOTAL  TRAINEES… 171717 114114114 494949

Total Persons Trained: 180Total Sessions: 13

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AtBC Marketing: Advertising & Media 2008/09

Print Placements 11 distinct pieces

Travel Trade…………………….……………25% 125,000 tour wholesalers /operators/ agents

Consumers……………………………….…..75% 640,000 readers: 60% international, 40% domestic 2.5 million messages

Media Releases: 117 media related activities

estimated commercial value $790.000*

Source: AtBC communications / reporting (Sept. 2009)

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Culture & Adventures Guide

2006/07 32 stakeholders 2007/08 30 stakeholders 2008/09 36 stakeholders 2009/10 49 stakeholders

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Print Materials Event AttendanceTRAVEL TRADE Canada's West

Marketplace Rendezvous Canada BC Outdoor ShowCONSUMER Website Requests

Marketing: Collateral Materials Distribution

BRITISH COLUMBIA Vancouver Coast Vancouver Island Thompson Okanagan Northern BC Kootenay Rockies Cariboo Chilcotin

Coast

BC TOURISM & CTC Alberta Ontario Other Canada USA Germany Australia Japan Other International

68% 15% 8% 9%

BC BC Tourism CTC Events

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Travel Trade Activities and Outcomes

Fam Tours 2008/09 – 3 2009/10 – 6

Direct contact interviews, follow-up AtBC Website Collateral Material Trade Events – Canada’s West Marketplace, Rendezvous,

BC Outdoor Show, etc. Canada’s West Marketplace

2008/09 – 29 meetings 2009/10 – 24 meetings

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So What’s Happened in BC Since 2006

Dr. Peter Williams

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Aboriginal Tourism Development: Realities and Challenges (2006-2010)

Global Drivers: an unexpected ‘perfect storm’ (e.g., higher Cdn $, higher fuel prices, USA border thickening, rising consumer debt, declining business performance, AND economic recession dampens growth

Provincial Performance: flattening overall tourism volumes, revenues, jobs, taxes, investment by tourism industry

Capacity Building: tightening access to financial and human capital for business

Start-Up Constraints: unanticipated ‘hiccups’ and ‘learning curves’ in building opportunity (e.g. partnerships, alliances, programs, funding, etc.)

“An ebbing tide lowers all boats”

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Year  #  of  

publica;onsCircula;on

Adver;sing  Value

Canadian  Print  Media

2009 740 66,008,173 2,281,896

2010 528 365,079,237 2,832,401

%  Canadian  change  2009/2010

-­‐28.6% 453.1% 24.1%

US  Print  Media  

2010   402 388,547,063 4,014,764

Total  Canadian  and  US  2010

930 753,626,300 6,847,165

Aboriginal Tourism Olympic-related Media Performance

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Project  /  Event#  Non  Aboriginal  

Corporate  Partners*

*Government  Partners  

(Aboriginal  and  Non-­‐Aboriginal)**

EsJmated  $  ContribuJons

PRE GAMES PROJECTS 2009PRE GAMES PROJECTS 2009PRE GAMES PROJECTS 2009PRE GAMES PROJECTS 2009

Indian  Summer  Fes;val 7 2 (n/a)  

GAMES TIME PROJECTS (2010)GAMES TIME PROJECTS (2010)GAMES TIME PROJECTS (2010)GAMES TIME PROJECTS (2010)

2010  Klahowya  Village  (Pan  Pacific) 2 2 375,400

2010  Robson  Square  Signature  Celebra;ons

1 75,000

2010  Aboriginal  Pavilion 1 4 150,000

2010  BC  /Canada  Pavilion 1 13,000

2010  Aboriginal  Ar;san  Village  and  Business  Showcase

1 4 10,000

POST-­‐GAMES  PROJECTS    (2010)POST-­‐GAMES  PROJECTS    (2010)POST-­‐GAMES  PROJECTS    (2010)POST-­‐GAMES  PROJECTS    (2010)

Klahowya  Village 14 7 436,500

Overall  Total 25 21 1,059,900

AtBC Olympic Partnership Performance

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Market2006(%)

2007(%)

2008(%)

2009(%)

2010*(%)

%  Change  2006/2010

BC 9 11 15 15 15 88

Domes;c 17 11 17 17 17 0

US 22 22 31 31 31 41

Other 34 38 37 37 37 8

Overall 13 17 22 22 22 69%

Aboriginal Tourism Visit Incidence*

*Propor&on  of  visitors  Including  Aboriginal  tourism  ac&vi&es  in  their  overnight  trips

*  Based  on  Tourism  BC  Visitor  Survey  data  base  incidence  sta&s&cs,  2008.

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Market2006  (000s)

2007(000s)  

2008(000s)

2009  (000s)  

2010  (000s)  

2011  (000s)  

2012(000s)  

%  Change  2006-­‐2010

%  Change  2009-­‐2010

Domes;c 962 1,093 1,496 1,573 1,981 2,024 2,085 106% 26%

US 598 747 969 1,022 1,101 1,095 1,128 84% 8%

Other 315 462 549 538 608 643 662 93% 12.90%

Overall 1,875 2,302 3,014 3,133 3,689 3,761 3,874 97% 18%

Aboriginal Tourism Visit Volumes

*Based on MTCA Overall Overnight Visitor Estimates 2011

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2006     2007 2008 2009 2010 2011 2012%  Change  2006-­‐2010

%  Change  2009-­‐2010

Aboriginal  Related

20 26 37 38 40 42 43 100% 6%

Aboriginal Tourism Visitor Expenditures ($ millions)

*Based  on  BC  Ministry  of  Tourism  es&mates  of  actual  and  forecasted  visitor  volumes  and  expenditures  to  2011  and  Conference  Board  of  Canada  (2009)  forecasted  visitor  volume  growth  rates  for  2012.

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Tax  Type   2009  ($Millions)  

2010  ($Millions)  

2011  ($Millions)  

2012  ($Millions)  

%  Change  2009-­‐2012

%  Change  2009-­‐2010

Federal 5.5 5.8 6.1 6.3 13% 5%

Provincial 4.3 4.5 4.7 4.8 13% 5%

Municipal 1.0 1.0 1.1 1.1 13% 5%

Overall   10.8 11.3 11.9 12.2 13% 5%

Aboriginal Tourism Tourism Tax Revenues Generated ($ millions) *

*  Revenue  to  tax  ra&os  based  on  MCTA  Tourism  Ac&on  Plan  (2007)  and  COTA  es&mates  (2009).**  Projected  impact  of  proposed  HST  on  overall  net  taxa&on  is  in  the  ‘order  of  magnitude  of  285%  for  all  service  industries  (COTA  HST  DraT  Report  2009  and  CD  Howe  Ins&tute,  2009).

 

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EsJmated  Businesses 20061 20092 20103%  Change  2006-­‐2010

Total 110 131 221 101%

1.Based on AtBC Business Survey data, 2006

2. Based on extrapolation of AtBC Business Survey (2006) and Pers. communications with funding institutions (2008/09)

3. Based on AtBC Audit inventory 2011.

Estimated Aboriginal Tourism Businesses

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Jobs 2006* 2008** 2009** 2010***%Change  2006-­‐2010

Full-­‐;me   1,454 1,679 1,708 1,857 28%

Part  ;me   264 305 310 409 55%

Overall    FTEs 1,718 1,984 2,018 2,266 32%

*Reported Aboriginal business estimates and average employee / business rations (payment levels /firm (i.e. 13.22 FT and 2.40 PT positions / business) in AtBC business survey (2006). **Extrapolations of 2006 employment /business, and estimated growth rates for employees and businesses through 09. Estimates informed by personal communications with regional Aboriginal funding agencies. .

***Reported Aboriginal business estimates and average employee /business ratios (AtBC Business Survey 2011), and personal communications 2011. (i.e. 8.4 full time FTE and 1.85 Part time FTE positions /business).

Estimated Aboriginal Tourism Employment (FTEs)

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DecreasedRemained  the  Same

Increased  Somewhat

Increased  a  Lot

Overall  Posi;ve  Growth

Number  of  opera;ng  days  annually

10.7 64.3 21.4 3.6 25.0

Number  of    people  employed   14.3 50.0 35.7 0.0 35.7

Market  compe;;veness  of  tourism  products  and  services

7.1 46.4 39.3 7.1 46.4

Marke;ng    program  comprehensiveness

10.7 42.9 28.6 17.9 46.5

Business  revenues  produced 17.9 28.6 42.9 10.7 53.6

Source AtBC Business Survey 2011

Aboriginal Tourism Business Performance Perceptions Past Five Years 2006-2010

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AtBC  Role Not  at  All Somewhat A  LotOverall  Posi;ve  

AssistanceIncreasing  global  awareness  of  Aboriginal  tourism  in  BC  

3.6% 50.0% 46.4% 96.4%

Building  partnerships  with  inbound  and  recep;ve  tour  operators  

3.6% 35.7% 60.7% 96.2%

Delivering  tourism  and  customer  service  training  programs  for  Aboriginal  employees  

14.3% 60.7% 25.0% 85.7%

Increasing  job  opportuni;es  for  Aboriginal  people  

3.6% 32.1% 28.6% 50.7%

Source AtBC Business Survey 2011

Aboriginal Tourism Business Perceptions of AtBC ‘s Contributions 2006-2010

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DecreasedRemained  the  Same

Increased  Somewhat

Increased  a  Lot

Overall  Posi;ve  Growth

Number  of  opera;ng  days  annually

10.7 64.3 21.4 3.6 25.0

Number  of    people  employed   14.3 50.0 35.7 0.0 35.7

Market  compe;;veness  of  tourism  products  and  services

7.1 46.4 39.3 7.1 46.4

Marke;ng    program  comprehensiveness

10.7 42.9 28.6 17.9 46.5

Business  revenues  produced 17.9 28.6 42.9 10.7 53.6

Source AtBC Business Survey 2011

Aboriginal Tourism Business Performance Indicators 2006-2010

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AtBC Travel Trade Perceptions of Aboriginal Tourism in BC

Increased A lot

Increased Somewhat

Awareness of Opportunities

Your organizations interest in Aboriginal tourism in BC

Inclusion of Aboriginal tourism into packages

Opportunities to incorporate BC’s Aboriginal tourism

Significance of AtBC in increasing the Travel Trade awareness of BC’s Aboriginal tourism

100% ---

67% 33%

33% 67%

50% 50%

100% ---

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Overall Aboriginal Tourism Performance

“Thumbs Up” Olympic ‘Halo’ awareness Tourism business growth (volume,

spending, businesses) Increasing capacity (training,

partnerships )

“Thumbs Down”

Slow economic recovery Border thickening Increasing competition

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Global Drivers: cautionary signs of emerging economic recovery

Provincial Performance: “Olympic Halo” investments setting table for ‘better times’ (e.g. competitive world class infrastructure, human and social networks l)

Tourism Positioning: Positive Olympic related destination awareness and unprecedented spotlight on Aboriginal cultural tourism opportunities

Catching the Wave: Small and timely strides magnify into welcomed ‘good news stories’ for Aboriginal tourism and BC

Aboriginal Tourism Development: Promising Green Shoots (2010 forward)

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Now,thinking about the future

• Capacity building

• Partnerships

• Marketing

• Policy support