Destination Marketing Program (Core Sample Clauses

Destination Marketing Program (Core. As one of British Columbia’s leading economic sectors, tourism has impacted on British Columbia’s economy in many ways. During the last decade, tourism in BC grew more rapidly than the economy as a whole, despite difficulties in the international economy and major world events like the 9/11 attacks and SARS outbreak. In addition to being a significant contributor to the Canadian and BC economies, it has also expanded very quickly in the Comox Valley in the last decade. From 2000 to 2009 room revenues in the Comox Valley grew by 79% compared to 26% growth on Vancouver Island and 21% growth in BC in that time period. While some destination marketing has occurred to attract visitors to the Comox Valley, much of the growth can be attributed to the arrival of WestJet and the new connectivity to the Alberta market, along with new and expanded resorts, hotels and attractions. While these trends are favourable, the region's ability to market its accessibility and attractions was falling behind the dozens of BC communities that had implemented the Additional Hotel Room Tax (AHRT) since 2005, providing them the resources needed to keep their region top of mind in key markets. The result is today, despite many successes, the Comox Valley remains a relatively unknown destination in BC. A disconnect between local visitor services and destination market activities, as well as a global economic slowdown and ongoing uncertainty that has depressed international visitation, have also hampered recent growth in the sector. Recent initiatives have laid the foundation to change tourism's economic impact in a profound way over the coming years. The approval of the AHRT in Courtenay (effective March 2013) will more than double destination marketing resources for the region, while the construction of the Vancouver Island Visitor Centre and the development of integrated strategies (including the Comox Valley Tourism Plan and Visitor Services Strategy) have laid the framework for integrated marketing of key product focus areas, sales fulfillment approaches and systems. AHRT revenues, despite currently being collected only in Courtenay at present, are expected to reach $195,000 per year. These funds will be leveraged by current CVEDS (the regional Destination Marketing Organization) destination marketing resources, and further expanded by the private sector, to drive increased overnight visits to the region. Tourism’s ability to achieve significant economic and employment potential d...
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Related to Destination Marketing Program (Core

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