Paddle boarders on Kalamalka Lake. (submitted photo/Tourism Vernon)

By Kevin Rothwell

Draft plan & budget

Vernon tourism plan ready to react to COVID rule changes

Jan 25, 2021 | 5:15 AM

To say Okanagan tourism — in fact tourism everywhere — has been gutted by COVID-19 would be a big understatement.

The Vernon Tourism Marketing Committee is presenting a draft plan and budget to Vernon council Monday (Jan. 25) which focuses on nimble marketing plans that can pivot as public health restrictions change.

The 2021 Tourism Tactical Marketing Plan is proposing the following objectives:

• Keep Vernon top of mind to future visitors in a safe and responsible manner
• Build awareness around Vernon as a destination across all applicable markets
• While international and long-haul markets remain closed, capture Vernon’s market share of travelers from short haul markets like B.C. and Alberta.
• Inspire local and regional citizens to refocus their unmet desire to travel on Vernon’s offerings.
• When it is safe to do so, promote Vernon as a destination to long-haul markets

The proposed budget, a 27 per cent reduction from 2020, is forecast at just over $1.1 million, with the lions share, $601,000, directed to diverse marketing plan.

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The following strategic goals are being proposed:

• Promote Vernon’s product offering to revised target markets with high impact promotions.
• Work directly with demand generating sectors to captivate existing audiences in an engaging way.
• Heavy use of digital marketing tactics to allow versatility (i.e. easy to adjust demographics as travel restrictions change)
• Showcase engaging, local content featuring tourism stakeholders
• Balance the promotion of stakeholders’ COVID-19 safety policies with the promotion of Vernon as a fun, vibrant destination.
• Push audiences to hotel partner and tourism partner websites to encourage conversion and revenue.
• Pursue strategic partnerships to pool funds and extend marketing and recovery efforts of local businesses.

The report’s situation analysis notes that Vernon is poised for a challenging, yet resilient recovery.

“As the tourism sector begins to recover from the pandemic, a pent-up demand for travel and a renewed emphasis on the outdoor activity sector exist. Wide open spaces and escapes from urban centres are in demand and the Okanagan stands to serve as the perfect combination of safety well-being and escape,” the report stated.