Tourism operators are expressing concern over a move to consolidate Tourism BC into the Ministry of Tourism Culture and the Arts. Minister for Tourism Culture and the Arts Kevin Krueger announced the move on Aug. 17, saying the change will reduce administrative costs and help to coordinate the Province’s marketing programs.
“While Tourism BC has served British Columbia well, in these difficult economic times it is critical that we maximize every tourism dollar for marketing B.C. to the world,” said Krueger. “Consolidating tourism operations in the ministry will allow for co-ordinated marketing campaigns, while ensuring resources are focused on getting the best results for British Columbia’s tourism sector.”
Tourism BC was the province’s primary marketing organization, employing about 145 people. It has representatives located in foreign markets such as Australia, Germany, Japan, the UK, South Korea and Taiwan.
The B.C. Council of Tourism Associations (COTA) held an emergency meeting on Aug. 18 after hearing the news. The organization issued a release expressing concerns related to the announced changes. “The tourism industry is gravely concerned about the decision to dissolve Tourism BC and to bring the agency under the direct management of the provincial government,” they write. “Tourism BC was considered a world leader in destination marketing. Any new structure put in place to support tourism marketing in B.C. will be judged against the standard set by Tourism BC.”
COTA calls for an autonomous governance model and formula funding that allows for long-term strategic planning. COTA say they recognize that the decision is final, and say they remain committed to working proactively with government “to restructure the tourism system.”
A group representing B.C. wilderness tourism operators is less diplomatic about the announcement, calling plans to dissolve Tourism British Columbia a “shock” that will be detrimental to B.C.’s overall tourism marketing effort.
“We were surprised by the the announcement and had no prior indications that government was contemplating this move,” said Brian Gunn, president of the B.C. Wilderness Tourism Association.
“This move could be very detrimental to B.C.’s overall marketing effort and have a further negative impact on our current economic contribution to the province,’ said Gunn. “While government is making claims that this move will save money, which can be re-invested in B.C’s regions, and that it will increase efficiency and better target marketing resources, this will need to be proved. The Ministry of Tourism does not have a track record for this type of major marketing effort.”