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E-News Spring 2007In this Issue
Introductions to the Cariboo Chilcotin Coast Association TeamWho is the CCCTAFor those of you unfamiliar with the Cariboo Chilcotin Coast Tourism Association (CCCTA) it is a Regional Destination Marketing Organization (RDMO) that works in partnership with Tourism BC and the tourism industry in the Cariboo, Chilcotin and Central Coast regions to help foster the growth of the tourism industry in the region. It is run under the direction of a Board of Directors representing diverse industry expertise from around the region: Board of Directors
Executive
Directors
CCCTA Team
Kim Burgoyne – CEO
Shawna Ludwig – Comptroller
Jesse Madden – Administrative Assistant and Travel Inquiries
Geoff Moore – Director, Travel Industry Relations
Kim Pratt – Travel Industry Relations Coordinator
Steve Harkies – Director, Marketing & Sales
Erin Shaw – Stakeholder Services Coordinator The Stakeholder ModelAn End to CCCTA MembershipAs of February 2007, the CCCTA is no longer a membership-based organization. There are no more membership dues! We have removed the barriers to participating in our marketing programs by now considering all tourism businesses in the Cariboo Chilcotin Coast tourism region as ‘Stakeholders’. What is a Stakeholder?A ‘Stakeholder’ is an individual or group with an interest in the success of an organization in delivering intended results and maintaining the viability of the organization's products and services. There are two categories of stakeholders: voting and non-voting
By removing the membership fee structure the association will accomplish two significant goals:
To be considered a tourism industry stakeholder, your business must fit into one of the categories identified for stakeholders and meet the criteria that are set out by the association for that category. We are inviting stakeholders to identify and define themselves with the association on-line at www.MyCCCTA.ca or by calling the office and talking to a team member. Upon registering, you will be considered a non-voting stakeholder unless your business has participated in a CCCTA program during the past 12 months. Travel Trade and Media Relations NewsWith our commitment to foster the growth of tourism in the Cariboo Chilcotin Coast Region, the CCCTA plays a key role in elevating our region to iconic provincial, national and international status. The Cariboo Chilcotin Coast Tourism Association in partnership with Tourism BC and other top Public Relations firms sends out press releases, new story ideas and news of fresh new products activities to literally thousands of multi media organizations all around the world. Some interesting facts and figures.The CCCTA attends an average of 9 Consumer Trade Shows a year. These shows vary in size and nature and cover our key markets in Canada, United States and Europe. The number of people exposed to the region at these show alone is approximately 400,000! We distribute at least 80,000 regional Travel Guides, thousands of brochures, “sub” regional guides and other supporting regional information annually through our distribution system. Daily, information inquires on the phone and email from around the world come in through our distributed materials contact information, our website and Tourism BC’s wwwHelloBC.com website. We annually attend the two largest Travel Trade shows (travel and tourism industry professionals) in Canada and two overseas trade shows in Germany and the UK. These are very important events for the Cariboo Chilcotin Coast Tourism Association to attend, as we present a clear concise message, educating this specialised group of travel agents, tour operators and travel trade professionals. We provide sample itineraries, maps, images and unbiased expert local knowledge of our vast, Cariboo Chilcotin Coast region. In January 2007 our regional tourism products were featured in various publications around the world with combined circulations of 1,197,410. The advertising equivalent in dollars for the same amount of “ad” space was $137.486.86! These figures don’t include the millions of viewers that were exposed to our region in TV shows like Wings over Canada, Evening Magazine and Big Fish. The list is long! How can this benefit your business?The CCCTA works closely with Tourism BC, stakeholders and industry partners, sharing resources and information to ensure that when media including travel writers, journalists, TV production companies etc. get timely help and travel support to help us spread our key messages throughout the world. This program results this region achieving maximum exposure to literally millions of readers and viewers world wide! Send us information of any stories that you think should be heard, new or unique products, activities or services that your company provides. We will be glad to include your company in our regular communications with the media. Using this as one of the marketing tools available to you through the CCCTA, the return on investment is significant. This is the most cost effective form of advertising we can offer our stakeholders as all it takes is your time to create and send us an email. We do the rest!
For more information contact:Geoff Moore Research and TrendsTravel Activities and Motivation SurveyReleased March 2007 Tourism BC has just released their TAMS US (Travel Activities and Motivation Survey) results as they relate to the sport fishing markets traveling to BC. Highlights include:
Regional Partners Research Program – Regional Inquiries October – December 2006Released March 2007 Research Services, Tourism BC coordinates the Regional Partners Research Program, whichprovides centralized marketing research services to the six regional tourism associations. Thegoals of this program are to:
Definition of regions: VCM (Vancouver Coast and Mountains Tourism Regions, TAVI (Tourism Vancouver Island), KRT (Kootenay Rockies Tourism Region), TOTA (Thompson Okanagan Tourism Region), NBCTA (Northern BC Tourism), CCCTA (Cariboo Chilcotin Coast Tourism Association) HighlightsRegionally, VCM accounted for just over half (51%) of the total inquiries for the current quarter. TAVI accounted for 29% of the overall inquiries, with the remaining regions accounting for 20% of all quarterly inquiries. Inquiries by originOverall, American consumers once again initiated the greatest percentage (74%) of all inquiries.The number of US inquiries peaked in November, while inquiries from Canadian consumerspeaked in December. The origin of consumers from European nations remained consistent with previous quarters. Forty-one percent of all European inquiries were from the UK. This was followed by 18% from Germany and 12% from the Netherlands. Of those from Asia/Pacific nations, Australians again made the most frequent contact with 53% of the total from this category. For the current quarter the Asia/Pacific country with the second highest number of inquiries was India with 9% of the total from this category. There were only small differences between the current quarter and the same period in 2005. The greatest difference was seen in overseas inquiries, which were down 9% compared to last year. Overall, Ontario had the greatest number of Canadian inquiries, followed by British Columbia. This pattern was consistent across all months in the current quarter. California, Washington, and Oregon were once again the top US states, comprising 52% of all American inquiries during the current quarter. Other US states continued to represent a significant number of inquiries with 26% of the overall total. During the month of December alone, 47% of US inquiries were from other US states. CCCTA received the greatest percentage of inquiries from Canadians (47% and 40%, respectively). Inquiries by sourceConsumers inquiring at regional tourism offices were asked how they had heard about the regional phone number or website. Overall, magazines were again the most frequently reported source, with just over half of all inquiries citing this source. This was followed by Other Internet and Tourism BC sources. The majority of the magazine sources cited continued to be from a single publication; Sunset Pacific Northwest (75% of all magazines). VIA magazine was also cited for 17% of all magazine sources. In previous 2006 quarters, consistent increases were seen in magazines as a source of inquiry when compared to 2005. There were no significant variations from the current quarter as compared to the same quarter last year. 2006 ANNUAL TRENDSIn total, 34,605 inquiries were recorded from all six regions between January 1 and December 31, 2006. Overall, 40% of these inquiries were recorded by TAVI, while VCM reported the second highest number with 35% of all inquiries. April was the busiest month in 2006 with 14% of all inquiries. Compared to 2005, this year saw an overall increase of 17% (29,679 inquiries were received in 2005). There were only slight variations in the distribution of inquiries across regions and months. Inquiries to TAVI were down from 44% of last year’s total, whereas inquiries to VCM were up considerably from last year when this region recorded 23% of the total number of inquiries. Last year, only slightly more inquiries were made in February as compared to April (both months had 13% of the annual total). Regional Tourism NewsCariboo Chilcotin Coast 2007 Tourism Industry Conference ‘Showcasing Pride in our Region’April 11, 12, 2007 Wells, BC Mark you calendar and plan to attend the Cariboo Chilcotin Coast Tourism Association’s 45th Annual Tourism Industry Conference and AGM! This year we’re celebrating our region in style with some top-notch speakers and industry leaders. The list is long and includes: Rod Harris, President and CEO Tourism BCRod Harris is President and CEO of Tourism British Columbia, where he leads the global marketing of Super, Natural British Columbia. He is also a past member of the Board of Directors of the Canadian Tourism Commission, and former Board member of the Vancouver 2010 Bid Corporation, the Pacific Asia Travel Association. Under his direction, Tourism BC has won Gold Medals from the Canadian Marketing Association (2001), the Pacific Asia Travel Association (2000), and the Canadian Direct Marketing Association (1998). Tourism BC was named BC’s Marketer of the Year by the American Marketing Association (1999). In addition, the Corporation was recognized by Watson Wyatt Worldwide as British Columbia’s “12th Best Employer” in 2002, and in 2004 as the Province’s “2nd Best Employer”. Chief Clarence Louie, Osoyoos Band<Since 1985, when first becoming Chief of the Osoyoos Indian Band in British Columbia, Clarence Louis has consistently emphasized economic development as the fundamental method for improving his people's standard of living. The band continues to increase its revenue each year and decrease its need for social assistance. Chief Louie created and manages eight businesses, including, a golf course, a construction company that builds both on and off reserve commercial and residential projects, a forestry company that logs 30,000 cubic metres annually, the largest privately owned vineyard in Canada, a convenience store, and a residential and agricultural leasing company. One of the bands largest projects has been its eco-tourism resort campground and RV Park that includes a marina and a 120-room full service hotel and gas bar. Our 45th Annual Tourism Industry Conference and AGM is your opportunity to meet with other regional stakeholders and is a great education opportunity to acquire new tools and information that can be implemented into your operations and future plans. This year’s conference theme is “Showcasing Pride in our Region”, and will be held in the cozy mining town of Wells, BC on Wednesday, April 11th and Thursday, April 12th. As always we are looking forward to welcoming many dynamic organizations and companies from across the Cariboo Chilcotin Coast region.
Conference registration packages are available by calling the office or at: Please check out our website for your Sponsorship Package and/or an Auction Item Donation Form. If you have any questions, or would like a copy of the conference agenda please do not hesitate to contact us.
Erin Shaw |
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Cariboo Chilcotin Coast Tourism Association
204 - 350 Barnard St.
Tel: (250) 392-2226 Email Inquires |
