The Sunshine Coast is so much more than a summer-time destination, says Annie Wise, executive director of Sunshine Coast Tourism.
“The big focus for us as an organization, and really since the inception of our organization back in in 2007, has been a focus on the shoulder season and winter months,” says Wise. “So really looking at, OK, we have a fairly robust summer tourism season and that's all well and good, but how do we extend that season in a way that builds sustainability for businesses."
Part of that, says Wise, is lightening the burden some permanent residents feel during the busy summer months, as well as keeping the environment front and centre while accommodating visitors.
“Its about spreading it out in a more even way,” says Wise. “And, that’s really been our focus since day one.”
To that end, Sunshine Coast Tourism is beginning work on its next five-year strategy next week with strategic planning sessions scheduled for Nov. 13 in Powell River and Nov. 15 in Sechelt. Wise says the owners of local businesses and tourism-related operations are invited to attend these strategic planning sessions and notes, for now, the general public is invited to comment on the organization’s website.
Wise notes, the results of the two sessions will be used going forward as the non-profit organization finalizes its next five-year plan, which will run from 2026 to 2030.
“Part of the conversation that I'm really looking forward to hearing is what our partners have to say,” says Wise. “And, just to be clear, this is a plan for Sunshine Coast Tourism, the organization. It's not a tourism master plan, where maybe government would be involved. This is our tourism plan for the community, where we consider the funding and resources that Sunshine Coast Tourism receives and what are we going to be focused on as an organization.”
Wise says to-date, and for good reason, there has been a lot of focus on leisure travellers. But with plans to draw visitors to the Coast year-round, the team needs to think outside the box.
“There are all these other ways to bring business in, in the winter months, and that could be through business groups, meetings and corporate retreats,” she says. “Then there’s obviously the film production side of things.”
Wise says it’s not just the film industry Sunshine Coast Tourism wants to attract, but also the fans seeking out locations where some of their favourite TV series and movies have been made. CBC’s The Beachcombers, which ran from 1972 to 1990, might be long gone, but the series has reached an almost cult-like status, with visitors from around the world making the pilgrimage to the Coast to see the natural beauty highlighted in the show. Many small towns of the Coast also provide charming backdrops to popular Hallmark movies. Needful Things, based on a Stephen King horror novel, is just one of many feature films also produced on the Coast.
More recently, Murder in a Small Town, a new TV series based on the mystery novels penned by Saskatchewan-born novelist Laurali Rose “Bunny” Wright, which follows the story of brooding detective Karl Alberg a big-city police chief who’s just moved to Gibsons in search of a quieter and less stressful life, is building its own fan base.
“People will travel to see their favourite destinations from the big screen,” says Wise. “And then, we’re also looking at sport tourism. So, with the growth that we've seen and the new hockey team, they bring visitors too.”
And, accompanying sports teams are their family, friends and spectators looking for accommodations and good local restaurants, says Wise. This past September, the new Coastal Tsunami played its first-ever regular season hometown game as part of the Pacific Junior Hockey League.
“Right now, we don't have a clear mandate around sports tourism and so, these are all areas of potential that we'd like to clarify as to what kind of a role we can be playing in that,” says Wise. “We just want to make sure that we continue to keep the community and the people who live here and our land and natural environment at the forefront. And so that means, looking at a long-term vision of what's good for the community and is that for tourism or not.”
Wise says as an organization, their mandate has never been about growth just for growth’s sake. She notes, it’s more about making sure they have good strategies in place.
“Engaging and building relationships with the Indigenous host Nations of the Sunshine Coast, and that being the underlying values of the organization. And we want to make sure that we're building plans that reflect that.”
The Powell River session takes place Nov. 13 at the Beach Garden Resort from 1 to 4 p.m., while the Sechelt session tales place Nov. 15 at the Blue Ocean Golf Club from 1 to 4 p.m. Networking receptions take place following both events.
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