Archive Story, Summer 2009:
International tour operators are being encouraged to get ready now to capitalize on the increased exposure BC’s tourism products are about to receive as a result of the 2010 Winter Games.

“We have been working with our tour operator partners to prepare them for the new products and destinations that we will be focusing on as part of our Games media relations strategy,” says Cam Routledge, Director of Overseas Marketing for Tourism BC.

In most overseas markets, particularly the UK, Germany, Japan and Australia, the travel trade represents the most important source of bookings for BC’s tourism industry.

2010 Tourism Consortium partners Tourism BC, the Canadian Tourism Commission, Tourism Vancouver and Tourism Whistler have been hosting Games briefings at major international trade shows, most recently at the BC Downunder sales mission to Sydney, Australia in June.

In the current economic climate, tour operators are focusing their 2010 product line-up primarily on well-established offerings, but there are exceptions and even risk averse operators are expressing interest in introducing new products post-Games.

The key factor in adding to the status quo is demonstrating a growing consumer interest, something Routledge and his colleagues in the Consortium believe will come as people watch or read Games coverage and learn more about British Columbia, its regions and emerging tourism products.

Another pillar of this integrated trade marketing strategy was rolled out at Spotlight UK in March. BC drew attention to Okanagan wine touring, introducing a product to UK travel trade that is already well-known in the North American market.

Routledge said that while we didn’t expect any tour operators to pick up the product right away, the hope is that when UK broadcasters shine a spotlight on the Okanagan and BC’s wine sector during their Games coverage, consumers will start asking for it and operators will respond by offering wine tour packages down the road.

The Consortium has also launched a 2010 Winter Games newsletter geared to the travel trade with information specific to 2010-related marketing and co-op programs, transportation and accommodation updates.

“A big message we are communicating through all our efforts is that Whistler and Vancouver are open for business all winter,” said Routledge. “Mitigating the aversion affect is a key priority for the Consortium’s trade marketing program.”

The aversion effect is a potential side affect of hosting an Olympic Games, when travellers may choose to stay away from a host destination due to perceived concerns about overcrowding or high prices.

More than 90 per cent of Whistler-Blackcomb terrain will be open for public skiing and riding during the Games and many consumer packages are available for Games-time.

The packages don’t come with event tickets, but as Karen Goodwin, Director of Sales for Tourism Whistler says, there will be lots to see and do around the resort, not to mention bragging rights that you skied at Whistler with the Olympians.

The Resort Municipality of Whistler, together with the Whistler Arts Council, are working to deliver a wide variety of free programming throughout the Games for locals and visitors alike. Whistler Live! – a network of integrated live sites along the Whistler Village Stroll – will feature performances at the Cultural Olympiad, interactive events and exhibitions. Whistler Medals Plaza, with a capacity for 5,000 spectators, will be the venue for nightly medals ceremonies and concerts.

Another important marketing channel the 2010 Tourism Consortium is pursuing in its key overseas markets is working with 2010 Winter Games Approved Ticket Resellers (ATRs). The Consortium is providing ATRs with imagery and information on BC that they can use in marketing Games packages and individual ticket sales. As well, the Consortium was invited by VANOC to make a presentation to all ATRs in Vancouver recently for a sales briefing.

According to Routledge, it’s the actual Games themselves – those 27 days of human triumph and spirit – that may offer the Consortium its greatest long-term opportunity.

Consortium partners are working in close collaboration on a travel trade hosting program. The goal is to host a number of senior individuals from BC’s key international accounts to Vancouver-Whistler for short visits during the Games. “The Games give our in-market sales teams an unprecedented opportunity to strengthen or create a personal relationship with the top decision makers at our key trade suppliers,” said Routledge.

Tourism BC will be taking the lead on leisure travel. The CTC has brought veteran travel trade specialist Susan Iris back to Canada to head its 2010 program as Vice President, Strategic Initiatives and the 2010 Winter Games. She and her team will be working with Tourism Vancouver and the Vancouver Convention and Exhibition Centre on planning the hosting program for the Meetings, Conventions and Incentive Travel (MC&IT) market, focusing primarily on North America, UK and China partners.

Invitations to trade shows and cocktail parties are a dime-a-dozen, but an invite to visit British Columbia, Canada to attend the Olympic downhill finals or the Gold medal hockey game only comes along once-in-a-lifetime.

Read related stories: 
What to Tell Your Visitors about Purchasing Games Tickets 

German Media, Trade get Games Briefing


Photo Caption: Tourism BC and the CTC were recently in Australia building excitement around the Games during the BC Down Under travel trade sales mission. From left to right - Donna Brinkhaus, Managing Director, Canadian Tourism Commission Australia; Craig Branch and Jenny Owens, 2010 Games Australian ski team hopefuls; Tom MacDonald, Consul General Australia; Alisa Camplin, Aerials, Gold medal winner for 2002 Games and Bronze medal winner 2006 Games; Matt Shirvington, Summer Olympian 2000 Games; and Ainsley Ericksen, Account Director, Tourism British Columbia.