AtBC Blueprint Strategy Tourism Performance Audit Report 2006-2012

AtBC Blueprint Strategy Tourism Performance Review 2006-2010

• Management
• 2011

• In 2005, the Aboriginal Tourism Association of BC (AtBC) completed the development of its Aboriginal Cultural Tourism Blueprint Strategy. With the support of the Government of Canada and Province of British Columbia, it began implementing that Strategy in 2006. The Strategy focused on strengthening and growing the Aboriginal cultural tourism industry in BC through three thematic tiers of activities that focused on: 1) Building awareness of cultural tourism opportunities; 2) Supporting product development through skills training, partnerships, and market readiness initiatives; and 3) Promoting products through a range of targeted marketing and communications programs (e.g., advertising, events, travel trade and media relations, and branding related to a unique Aboriginal Cultural Tourism Authenticity program). This report provides insights into Aboriginal tourism’s performance between 2006 and 2010, and describes those Strategy activities that have been especially influential in supporting the sector’s development during that period. It also forecasts prospects for Aboriginal tourism growth to 2012. These forecasts are based on anticipated trends in tourist flows to BC, tour operator views on Aboriginal tourism prospects, and Aboriginal tourism operator perspectives on development opportunities.