Strategic Context
The next three years present the Ministry of Tourism, Sport and the Arts with a number of wide-ranging challenges and unique opportunities.
The recent weakening of the U.S. dollar threatens to reduce visits by U.S. tourists, and a downturn in the U.S. economy could further impact B.C.’s tourism industry. Additionally, in 2008, all travellers entering the U.S. by land, sea or air need a passport or other approved secure travel document; rules for documentation needed to cross the Canada-U.S. border have contributed to a decline in Americans visiting British Columbia. On the other hand, domestic and other international tourism has increased. These markets, which account for the majority of B.C. tourism revenues, hold the greatest potential for expansion over the next few years.
An important opportunity to increase international tourism is through more liberal air access policies with other countries. These are governed by complex agreements between countries that can facilitate, or inhibit, the flow of tourists around the world. Canada’s new ‘Blue Sky’ air transport policy now provides the framework to negotiate progressive air-bilateral agreements with key Asian and European markets. These agreements are important to the establishment of B.C. as Canada’s Pacific Gateway. The province is working with the federal government and the aviation industry to secure increased landing rights for more of the world’s airlines at British Columbia’s international airports.
The 2010 Olympic and Paralympic Winter Games give British Columbians a rare chance to show the world this province’s natural beauty, diverse culture, creative communities and new hosting facilities — for sports, conferences and other events. This intense interest and support will need to be sustained beyond 2010, so that the Games leave positive and enduring legacies for future generations of British Columbians.
The Ministry’s resort development efforts have the potential to build on the province’s strengths as a tourism destination and will depend on the achievement of a careful balance among the interests of First Nations, local government, the private sector and environmental groups. In addition, this work will be broadly influenced by climate change, exchange rates, construction costs, labour availability, and a favourable investment climate and taxation regime.
The increasing demand for quality outdoor recreation opportunities creates complex management requirements. Partnerships with community organizations and First Nations have become an essential element of managing the province’s 1,240 recreation sites and 650 recreation trails. The spread of the mountain pine beetle through British Columbia has caused extensive damage to the forests and community economies upon which outdoor recreation businesses are based, especially in the Central Interior. This devastation will have an effect well into the future, and communities have begun to consider how to best transform their tourism economies.
Historic built resources define the special character of our towns and cities. They promote a sense of place for citizens, and they offer a variety of destinations for visitors. Managing the historic built environment is a continuous process as new challenges emerge, including rising land values, population shifts and the manifestations of climate change. In addition, the continued economic boom and the resulting increased development present a challenge to the Ministry’s mandate to protect and conserve the more than 30,000 archaeological sites in the province.
British Columbia benefits from a strong sport and recreation system. The province has an enduring tradition of sport excellence, and the highest physical activity rate in Canada. Keeping this lead will be important, as changing demographics, child obesity, and intense international sport competition all challenge efforts to sustain long-term success.
ActNow BC is working with partners who are developing and implementing programs to increase physical activity, to encourage healthy food choices in school, at work and in the community, to live tobacco-free, and to make healthy choices in pregnancy. These changes require co-operation from local government, business, school districts, non-government organizations, and each government ministry. While British Columbians are among the healthiest people in Canada, for many, their health and well-being can be improved. ActNow BC has been recognized both nationally and internationally by leading health experts, including the World Health Organization, for its innovative approach to health promotion.
There is a growing recognition of the contribution of creative industries to economies throughout the world. Creative industries are those that rely on creativity, skill and talent to generate and use intellectual property. They include advertising, architecture, arts and crafts, design, music, film, new media and publishing. This sector offers new opportunities for diversifying resource-dependent communities through full-time, well-paid employment. The raw material of creative industries is the talent provided by the artists. In order to remain competitive and grow the industry, B.C. must both attract and retain existing artists and nurture the development of new ones.
Cultural tourists travel the world to enjoy the products of creative industries, such as theatre, art galleries, museums and festivals. Driven by an aging yet affluent population, cultural tourism is the fastest growing sector of the world-wide tourism market. The Ministry conservatively estimates that $566 million of B.C.’s provincial overnight tourism revenue is attributable to spending by those primarily motivated to visit cultural attractions. This represents approximately 3.5 per cent of total tourism Gross Domestic Product.
In 2008, B.C. communities will be united in celebrating the 150th anniversary of the founding of British Columbia as a Crown colony. This milestone is an exciting opportunity to raise awareness about B.C.’s shared heritage, cultivate a sense of pride, and highlight British Columbians’ unique history and achievements.
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