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Revitalizing Tourism B.C.

Beverly Evans, executive assistant Cariboo Chilcotin Coast Tourism Association and Christopher Nicolson, president Tourism Sun Peaks, participate in a brain storming session during a Destination BC workshop in Williams Lake Thursday. - Monica Lamb-Yorski photo
Beverly Evans, executive assistant Cariboo Chilcotin Coast Tourism Association and Christopher Nicolson, president Tourism Sun Peaks, participate in a brain storming session during a Destination BC workshop in Williams Lake Thursday.
— image credit: Monica Lamb-Yorski photo

For more than 30 years, B.C. has used the tagline Supernatural British Columbia to inspire millions of people to visit the province, said Destination BC CEO Marsha Walden.

"It continues to be a highly regarded brand and was last reviewed and refreshed in preparation for the 2010 Olympic Winter Games," Walden noted in a video being directed to participants at regional workshops being hosted by Destination BC.

One of the workshops was held in Williams Lake Thursday, attracting around 20 people.

Since 2008 the tourism sector has changed dramatically, Walden said.

Self-planning, online recommendations and real-time sharing of travel experiences through social media are fundamentally changing how businesses and destination marketing organizations interact with consumers.

Workshop participants were encouraged to focus on the personality of the Cariboo Chilcotin Coast as a tourist destination.

"If we want to attract visitors, we have to give them a reason to visit that is distinctive and memorable," Kathleen Lorentsen, director marketing and communication for Destination BC, told the group.

It's the personality of a destination and how people feel about it, she added.

"It's not something people can sit in offices and invent, it has to be based on the reality of who we are as a place, who we are as a people, our culture and our heritage."

And regions need to become known for a few things that spark and grab people's attention, she continued.

"It's important a revitalized brand is embraced collectively by staff and industry which is why input from all regions is important."

Lorentsen said the new brand will be further developed in the spring with a full roll out in the fall.

 

 

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