Goals, Objectives, Strategies and Performance Measures

The Ministry’s goals, objectives, strategies and performance measures focus on the aspects of performance that are critical to the Ministry’s success in serving the public. The measures, reduced from last year by five, now reflect key strategic outcomes that the Ministry is working to influence.

Many of these outcomes are also affected by other factors, such as currency exchange rates, the economy, demographic trends, changes to federal policies and programs, climate change, and the work of other ministries. In carrying out its business, the Ministry assesses the effectiveness of its programs by looking at measures of impact, or “outcome measures”, as well as such shorter-term measures as participation rates, dollars spent, and partnerships that are leveraged.

Goal 1: A tourism sector that delivers lasting provincial economic and social benefits

Objective 1.1: Tourism revenues double by 2015

Doubling tourism revenues to $18 billion by 2015 is a challenging objective for government and industry to achieve. The annual cumulative growth rate for tourism in B.C. averaged 2.5 per cent between 1995 and 2005.¹ It will take an average growth rate of 6.5 per cent to double tourism revenues by 2015. By using the 2010 Olympic and Paralympic Winter Games as a catalyst, we have the opportunity to boost the growth rate of the tourism sector significantly and solidify our reputation as a diverse, exciting, safe and healthy destination with an impressive range of experiences for travellers. There are several challenges:

• British Columbia does not have as many people available to work in tourism as it did in the past.
• B.C. faces stiff global competition for tourism dollars from both established destinations (e.g., European Union) and new tourism destinations (e.g., China).
• Border crossing rules, air access, and the strengthening Canadian dollar.

Strategies

• Lead the implementation of the Tourism Action Plan, a cross government plan to work together to enable the tourism industry to double tourism revenues by 2015.
• Establish partnerships with industry, First Nations, local and federal government marketing agencies and others to enhance tourism opportunities.
• Develop capacity to better research and assess the impacts of emerging and expanding tourism sectors.

  British Columbia has earned accolades from Condé Nast Traveler magazine, whose readers have voted Vancouver Island the Top North American Island to visit for the past several years in a row, and Vancouver second and Victoria third best cities in the Americas.

• Encourage the growth of Aboriginal cultural tourism in B.C. and increased First Nations investment in tourism and outdoor recreation sectors.
• Promote or lead the development of new or emerging tourism and outdoor recreation opportunities and markets.

Objective 1.2: Tourism, sport, arts, culture and heritage sectors fully leverage the opportunities presented leading up to the 2010 Olympic and Paralympic Winter Games, and beyond

The 2010 Olympic and Paralympic Winter Games offer not only the chance to attract tourists for the two weeks of the Games, but also an unparalleled opportunity to use the world media to showcase all that British Columbia has to offer. In addition, the construction of new sports facilities and expansion of the Vancouver Convention and Exhibition Centre paves the way for future international competitions and conventions on a scale that British Columbia has not previously been able to accommodate.

Strategies

• Develop initiatives to enhance and broaden the economic impact of hosting the 2010 Olympic and Paralympic Winter Games in the tourism, arts, culture, and sport sectors.
• Lead the Federal-Provincial-Territorial working group in its preparations for presenting B.C. and Canada to the world through the Cultural Olympiad.

North American Indigenous Games

The 2008 North American Indigenous Games in the Cowichan Valley will bring together more than 20,000 participants, cultural performers, spectators and more than 40 teams from across North America for a 10-day celebration of sport and culture.

• Partner with the Vancouver Organizing Committee for the 2010 Olympic and Paralympic Winter Games (VANOC) to support B.C. artists and communities across the province to participate in cultural events related to the 2010 Olympic and Paralympic Winter Games.
• Work with Tourism BC, Tourism Vancouver, Tourism Whistler and the Canadian Tourism Commission to prepare for and attract out-of-province visitors to the 2010 Olympic and Paralympic Winter Games and ensure that British Columbia is seen by the world in 2010 as an attractive destination.
• Leverage events, such as the North American Indigenous Games and the World Police and Fire Games, to profile B.C. as a tourism destination and to showcase B.C.’s artistic talent.

Performance Measure 1: Percentage increase in Overnight Tourism Revenues

Discussion

Annual Overnight Tourism Revenues refers to the gross revenue resulting from all spending by overnight visitors to B.C. during one year. It is one of the most reliable indicators of overall tourism activity in British Columbia, supporting the Ministry’s goal of ensuring lasting provincial economic and social benefits from tourism. The targets presented are year-over-year increases, and are the percentage increases needed to achieve the target of doubling tourism revenues by 2015. The following table shows the incremental increases in revenue growth needed to achieve this goal.

Objective 1.3: British Columbia’s resort tourism base is expanded

The Ministry works to develop environmentally sustainable tourism and recreation opportunities on Crown land, recognizing that they will provide employment and economic opportunities and contribute to the health and well-being of British Columbians. The Ministry’s main challenge in expanding the tourism base on Crown land is to balance the goals and interests of First Nations, local governments, tourism operators and other stakeholders.

Strategies

• Facilitate access to Crown land for all-seasons resort development and outdoor recreation programs through Crown land tenures and management agreements.
• Review the issue of recreational vehicle parks closures in B.C. and work with key partners and stakeholders to develop solutions to increase the number of available sites.
• Continue delivery of the B.C. Resort Strategy and Action Plan.
• Sustain local partnerships to maintain outdoor recreation infrastructure, such as recreation campsites and trail networks, for British Columbians and visitors. In addition, upgrade targeted campgrounds and trails to attract new local partnerships.
• Actively facilitate and promote adoption of green tourism practices and standards for resort and tourism operations with the aim of having B.C. recognized as North America’s “greenest tourism destination.”

Performance Measure 2: Resort Development Approvals

Discussion

The resort development approval targets, in keeping with the Tourism Action Plan, represent an exciting program to bring economic diversification to primarily rural and remote areas of British Columbia, and to engage First Nations in the tourism economy.

Success will depend upon the Ministry’s ability to deliver the Province’s New Relationship with First Nations, continue its leadership in consultation and accommodation practices, and develop strong connections with local governments, as it champions expressions of interest for new resorts on Crown land and expansion applications for existing resorts.

Goal 2: Active and creative communities in which people have diverse opportunities to participate in sport, recreation, arts and culture

Objective 2.1: British Columbia’s sport and recreation sectors are diverse, dynamic, and sustainable

A strong sport and recreation system provides British Columbians with a wide range of opportunities for participation and achievement. By supporting the capacity of organizations and individuals to deliver programs and services, we can help ensure that every British Columbian, regardless of age, ability, preferences, ethnicity, or geographic location, can reap the health and social benefits of being physically active. Further, we can help those who dream of international sport excellence to realize their potential.

Sport event hosting is one form of investment that supports healthy communities. Hosting major sports events generates both economic activity within communities and provincial tax revenues from visitors. For every dollar the government provides to a host organizing committee, a minimum of two dollars in tax revenues is returned to the province and is available for re-investment in sport, education, health, social and economic programs. These events also contribute to our goal of supporting active and creative communities through event legacies such as trained volunteers, opportunities for athletes to compete at home, re-energized interest in sport and new infrastructure such as equipment, refurbished or new facilities — all of which contribute to local and provincial sport development.

Sustainability of our sport and recreation system will continue to be a challenge. With the lead-up to the 2010 Olympic and Paralympic Winter Games and new attention on the impact of physical inactivity on our society, governments and the private sector have invested heavily in the sport and recreation system. Ensuring that these investments continue is a priority for all those involved in program and service delivery.

Strategies

• Support local organizers in pursuing and staging international sporting events.
• Develop and implement co-ordinated provincial sport and recreation strategies to support accessibility to sport and recreation programs.
• Support B.C. athletes in their pursuit of excellence through programs such as Team BC, Aboriginal Team BC and BC Athlete Assistance.
• Support innovative partnerships that bring new resources to sport and recreation initiatives such as the Sport Participation program, SportsFunder and Aboriginal Youth FIRST.
• Support the 2008 North American Indigenous Games and Aboriginal Team BC to ensure that these Games leave community, sport and cultural legacies and that Aboriginal athletes from across the province perform at their best.

Performance Measure 3: Economic impact of national and international sport event hosting

Discussion

This measure is an indicator of the degree to which government investments in major sporting events are leveraged by contributions from the private sector, other funders, and event revenues. It is calculated by comparing the level of government investment to how much provincial tax revenues are collected through event and participant/visitor spending. While this measure is not a direct indicator of a strong sport system, leveraged investments in large event hosting help to build a strong sport system through legacies such as trained volunteers, new or upgraded equipment and facilities, enhanced sport programs, and opportunities for athletes to compete.

Objective 2.2: British Columbia’s arts, culture and creative sectors are diverse, dynamic, and growing

The important role played by the creative workforce and creative industries in the B.C. economy, in terms of employment and revenue generation, can be sustained and enhanced by creating an environment in which these industries will thrive. Competition for talent and access to venture capital is intense, with many jurisdictions in North America, especially Quebec, offering significant financial incentives to attract companies and artists. The quality of B.C.’s creativity will have an impact on access to markets and the ability to attract a growing share of cultural tourism. Arts and culture also contribute to the liveability of B.C.’s communities, as well as to outcomes in health and education.

Strategies

• Foster the development of a high-quality, well-respected artistic workforce and a healthy not-for-profit sector through the B.C. Arts Council’s diverse range of programs and activities, which provide:
• arts awards for individual projects;
• community arts development awards; and
• professional development awards for artists.
• Establish partnerships and programs in consultation with key stakeholders to enhance the contribution of creative industries to the B.C. economy.
• Promote the development of cultural tourism opportunities including an Aboriginal Art Gallery, a World Women’s History Museum and an Asia-Pacific Museum of Trade and Culture.
• Work with BC Stats to establish a new performance measure to gauge Gross Domestic Product, employment and revenue generated by B.C.’s creative industries.

Performance Measure 4: Percentage of B.C.’s 25 major cultural organizations that maintain or improve their net financial position

Discussion

This measure is intended as an indicator of the health of the sector as a whole. The measure reflects the financial stability of arts and cultural organizations in the province. Each year, 25 major cultural organizations are reviewed. The net financial position of each organization is compared to the previous year’s net financial position, and the percentage that has maintained or improved is calculated. For example, if only five of the 25 cultural organizations maintained or improved their financial position, the performance measure would be 20 per cent.

Objective 2.3: British Columbia has a dynamic and sustainable film and television production sector

The Ministry, through its support of the B.C. Film Commission and British Columbia Film, directly contributes to significant growth in employment opportunities in British Columbia. Supporting the development of B.C.’s production expertise and the growth of B.C.’s domestic motion picture industry will increase the volume of B.C. owned and controlled entertainment product over the long-term, and help to build a more stable and diversified production industry in British Columbia.

Strategies

• Market B.C.’s locations, skilled labour and industry capabilities to domestic and international producers and deliver high-quality, customer-centered production services and support to expand the level of film and television production activity in the province.
• Provide a range of innovative programs through British Columbia Film to support the development of B.C.’s production expertise and the growth of B.C.’s domestic motion picture industry.

Objective 2.4: Provincial pride and identity are enhanced as a result of British Columbia’s “BC150 Years” celebrations

BC150 Years celebrates the adventures, people, events and achievements that have shaped our provincial identity. BC150 Years will build collective pride in the contributions that British Columbians have made in shaping the province and instill a sense of identity and optimism for a positive and progressive future. With the aim of creating legacies that inspire all generations and cultures to focus on the future of the province, this partnership-based program will work to engage individuals and communities across the province.

Strategies

• Facilitate the delivery of initiatives across the province that focus on heritage, multiculturalism, First Nations, and arts and culture. The projects include:
• Local Heritage/Museums Program;
• Free Spirit: Stories of You, Me and BC exhibition at the Royal BC Museum;
• Celebrating Cultural Diversity Program;
• Schools Program;
• Cowichan 2008 Spirit Pole Tour; and
• BC150 Years Commemorative Books.
• Facilitate the creation of Spirit Squares in communities throughout British Columbia to leave a lasting legacy of the 150th anniversary celebrations.
• Through the Community Funding Program, provide communities with the opportunity and resources to plan and profile their own activities and events that celebrate 150 years of history. British Columbia history was written locally and will be celebrated locally.
• Through partnerships, encourage participation across generations and cultures in British Columbia’s 150th anniversary celebrations, with the goal of staging BC150 Years events in 75 per cent of municipalities across the province.

Objective 2.5: British Columbians are supported in contributing to the well-being of their communities through volunteerism

As we honour the 150th anniversary of the founding of the Crown Colony of British Columbia, it is important to recognize and also celebrate the contribution that volunteers make to building our communities and our province. An estimated $5.2 billion in unpaid labour is invested annually in our social services, health, education, sport and recreation and culture and art sectors through the work of hundreds of thousands of British Columbian volunteers. In addition to ongoing events such as the Vancouver International Jazz Festival, cultural and arts festivals, British Columbia is host to the 2008 North American Indigenous Games, 2009 World Police and Fire Games and the 2010 Olympic and Paralympic Winter Games. The success of these major events is in no small part dependant on a strong, vibrant and experienced volunteer sector.

Strategies

• Promote the value of volunteerism through initiatives such as the BC150 Volunteer Initiative.
• Use large-scale events such as the 2008 North American Indigenous Games, 2008 World Triathlon Championships and the B.C. Games to provide volunteer legacies for Host communities.

Goal 3: A healthier population where individuals make choices that enhance their health

Objective 3.1: A greater proportion of British Columbians are making healthy choices

Increased physical activity, improved nutrition, healthy body weight, living tobacco-free, and healthy choices in pregnancy, will improve quality of life and reduce chronic disease. By working with all ministries, the community, and health partners, the B.C. government is taking advantage of the 2010 Olympic and Paralympic Winter Games to make B.C. the healthiest jurisdiction ever to host the Olympics. With this Ministry’s unique expertise and experience in the area of physical activity, ActNow BC is advocating changes to help British Columbians feel and be healthier.

Strategies

World Health Organization Praises ActNow BC

The World Health Organization has hailed ActNow BC as “a bold approach that can be seen as a vanguard in development and delivery of successful government programming.”

– Alexandre Kalache World Health Organization

• Lead the programs of ActNow BC that contribute to increased physical activity and healthy lifestyle choices, particularly for at-risk populations.
• Collaborate with all government ministries, the private sector, and community and health partners, to reach the core targets of ActNow BC.
• Foster exposure to recreation, physical activity and sport for youth.
• Continue to assist in the development of a specific Aboriginal ActNow BC program, support Aboriginal participation in physical activity, and access to healthy food.
• Through social marketing programs, build greater awareness of, and participation in, ActNow BC healthy living initiatives.

Performance Measure 5: Percentage of British Columbians who are physically active or moderately active

Discussion

Being physically active is a critical contributor to health and well-being. The federal, provincial and territorial sport ministers have set a target to increase Canada’s physical activity levels by 10 per cent by 2010; British Columbia is building on this national target by setting a target to increase the proportion of physically active British Columbians by 20 per cent by 2010. The measure is derived from the Canadian Community Health Survey of citizens in all provinces.

Goal 4: Effective joint stewardship of British Columbia’s outdoor recreation resources, heritage and archaeology

Objective 4.1: British Columbia’s tourism-related outdoor recreation resources are effectively maintained

Partnerships are essential in the Ministry’s work to protect present and future recreation values on Crown lands outside of parks and settled areas, and to enhance public enjoyment through the management of road and trail access, and recreation facilities. The province’s 1,240 recreation sites and 650 trails provide significant opportunities for outdoor recreation.

Strategies

• Apply sustainable environmental practices and procedures when approving recreation and resort development projects.
• Develop provincial policies and procedures that will ensure that tourism and recreation interests are reflected in land and resource planning.
• Protect present and future recreation values and opportunities on Crown lands outside of parks and settled areas, through partnerships with recreation groups, community organizations, First Nations, forest companies, regional districts, users and others.

Objective 4.2: British Columbia’s historic places and archaeological sites are effectively conserved

British Columbia’s historic places bring together our diverse regions and cultures, while helping us connect to what it means to be British Columbian. In addition to maintaining our unique identity, conserving our historic places brings many benefits to our communities. Capital investment in the rehabilitation of historic buildings is calculated in the tens of millions of dollars, creating more jobs per dollar of investment than new construction. Rehabilitation offers sound practices in sustainable development by recycling historic buildings for new uses, reducing waste that goes to landfills, conserving the embodied energy spent to create the building, and decreasing urban sprawl. Historic places improve quality of life by fostering culturally rich, creative and inspiring communities. These revitalized places have character and ambience that citizens and tourists love to experience. The Ministry is proud to foster appreciation and stewardship of historic places — places that represent where we came from, where we are today, and where we are going.

Through its work with First Nations, local governments, land use agencies and resource industries, the Ministry promotes an ongoing commitment to the protection of archaeological sites. This is of growing consequence, with increased development and resource use. It is important to tie this conservation role to external planning and approval processes to ensure awareness of this fragile resource.

Strategies

• Partner with other levels of government to foster the sustainability and rehabilitation of the historic built environment.
• Work with the Government of Canada through the Historic Places Initiative to provide resources and funding that promote exemplary recognition and conservation of historic places.
• Develop and manage the British Columbia Register of Historic Places.
• Provide funding and advice to foster effective stewardship of publicly owned historic places.
• Build capacity for community heritage conservation through increasing youth engagement, public awareness, training, heritage planning programs, and professional expertise.
• Promote stewardship, appreciation and understanding of B.C.’s archaeological resources to foster a shared commitment to the protection of B.C.’s heritage.