New tourism plan could be approved this week (Image submitted Tourism Vernon)

By Kevin Rothwell

five-year plan

New local tourism plan could be approved this week

Sep 20, 2022 | 6:00 AM

Tourism Vernon is hoping to get provincial approval on its new five-year tourism road map this week.

The plan was developed in conjunction with stakeholders, the public and tourism commission members to guide decisions on marketing and management through 2027.

The project is a requirement by the province in order for Tourism Vernon to collect the three per cent hotel tax, which is the primary funding for tourism marketing for Vernon.

In 2019, the tax raised over $900,000, and as of June this year, it was already at $640,000.

Tourism marketing has focused on the 55-plus tourist demo for some time, but the younger demographics, so-called “adventure travellers,” are increasing in numbers.

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“As we see the 35 to 41 range grow, we are going to continue to nurture that growth and actively target that age group,” Tourism manager Torrie Silverthorn said. “As well, we will continue to welcome and attract baby boomers to our community, but I think we all know about the labour shortage and what our community is in need of.”

The hope is, like many people who have relocated here, is they come on vacation and come back to live.

The five-year plan also looked at threats like climate change, forest fires, a potential recession and even logging road decommissioning, which is an issue with mountain bikers and back country hikers.

The plan focuses on two parts: destination marketing and destination management.

“There has been a big shift in the tourism sector with all those threats and destination management is becoming incredibly important. Part of that is long term sustainability for communities,” Silverthorn stated. “We are fortunate that we still have the social license to promote tourism.”

Many tourist destinations in Canada and abroad, like Paris, France, are battling with a lack of social license where the locals don’t want tourists in their towns and cities.

The destination management portion is about educating tourists on how to use local areas sustainably and respectfully,

“It could also be something simple, like you are going to see far fewer motorized vehicles in our imagery and marketing materials. We are going to be promoting paddle boarding, kayaking, canoeing, cycling and walking, things that don’t have an impact on our carbon footprint,” Silverthorn added.

As for this year, 2022 is on track to be the busiest tourist season Greater Vernon has had.

“We want to extend the summer spike into the shoulder season. Right now we are pushing really hard to see some of those people come in September and October,” Silverthorn added.