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2018/2019Indigenous Tourism BC Action Plan
1 2018/2019 IndIgenous TourIsm BC ACTIon PlAn
ITBC 2018/2019 ACTIon PlAn
CEo’s MessageI am excited to present our 2018/2019 Action Plan. Since joining Indigenous Tourism BC in August of 2017, we have really grown as an organization. We have seen many changes such as our name change from Aboriginal Tourism BC to Indigenous Tourism BC (ITBC) with a new tag line “We Raise Our Hands”. We have added new dynamic team members to our ITBC Family. And our Board continues to provide strong direction and leadership.
This will be a year of engagement and focus for our team as we look up and out at the tourism landscape in BC. We at ITBC are excited to launch our 2018/2019 action plan and introduce our new strategic pillars which will enable us to support the growth of Indigenous economies by Cultivating Relationships, Inspiring Visitors, Activating Experience Development, and Advocating on behalf of our Stakeholders and sector partners for the development of Indigenous tourism.
This Action Plan outlines our strategic priorities and key performance indicators that will ensure we remain focussed and continue to engage our Stakeholders and the Indigenous Communities so that we remain responsive and deliver strong results.
We raise our hands to lift up and support Indigenous Communities and Entrepreneurs in the development of Indigenous tourism. Let’s pull together and make 2018/2019 a great year!
Tracy Eyssens
Chief Executive Officer Indigenous Tourism BC
2 2018/2019 IndIgenous TourIsm BC ACTIon PlAn
ITBC 2018/2019 ACTIon PlAn
Who We Are
Corporate Brand: “We Raise our Hands” “We Raise our Hands” has been added as our new tag line to further define our Corporate identity and brand. The Indigenous gesture of the raising of hands is a way to acknowledge and honour our ancestors as well as give thanks for the opportunity to live and work within our ancestral lands. Finally, “We Raise our Hands” to welcome the world to show and share our living Indigenous cultures in British Columbia.
Consumer Branding: “our Story. Your Experience”“Our Story Your Experience” will continue to drive our consumer identity and brand as we share our connection to the past, present and to the future.
our VISIon is a prosperous and respectful Indigenous cultural tourism industry sharing authentic products that exceed visitor expectations.
our MISSIon is to provide training, awareness, product development and marketing to support a sustainable authentic Indigenous cultural tourism industry in British Columbia while contributing to cultural preservation and economic development.
Focused on Getting ResultsTourism is a growing industry and will continue to grow as 1 in 3 visitors coming to BC are seeking out an authentic Indigenous experience. The tourism industry is a leading force in British Columbia with approximately 21 million overnight visitors, contributing $17 billion in revenue annually to the provincial economy.
The Indigenous Tourism Sector also saw tremendous growth. In 2016 there were an estimated 401 Indigenous tourism related businesses operating in BC generating 705 million indirect gross domestic output and creating 7400 direct full-time jobs for Indigenous and non-Indigenous residents in BC through their activities.
In order to continue to drive and lead the sector, we have developed 4 Strategic Pillars that will further strengthen and support our Vision and Mission as we implement Year 2 of our five year strategy titled: “Pulling Together 2017–2022”. Each strategic pillar is then supported by a set of goals that will drive the direction for our organization throughout 2018/2019.
We present, over the next few pages, our actions that will provide a roadmap for achieving our goals within each strategic pillar and key performance indicators (KPIs) that will drive us to meet the growing demand for authentic Indigenous experiences. We want to thank our Partners for their continued support and will continue to seek out new partners to source the resources needed to fully accelerate our 2018/2019 Action Plan.
We are focused and energized as 2018 is poised to be another record-year for the BC tourism industry.
3 2018/2019 IndIgenous TourIsm BC ACTIon PlAn
ITBC 2018/2019 ACTIon PlAn
Cultivate relationships
goAls:
• resilient operational efficiencies
• Leverage collaborative partnerships at the local, provincial and national level
inspire Visitors
goAls:
• Lead by being an engaging, innovative and results focused team
• A focused and insightful marketing strategy
aCtivate experience development
goAls:
• Accelerating authentic experience development
• Establish a strong Indigenous tourism story to exhibit leadership within the sector
advoCate Indigenous Tourism
goAls:
• Supporting the growth of Indigenous economies
• Increase capacity and competitiveness of Indigenous businesses
4 Strategic Pillars
4 2018/2019 IndIgenous TourIsm BC ACTIon PlAn
ITBC 2018/2019 ACTIon PlAn
CUlTIVATE: RelationshipsConnecting and engaging with Indigenous communities, entrepreneurs and industry partners.
Action Kpi’s Funded Total Unfunded
1A. Board Engagement/Activation
Increase Board Engagement Increase Team Level Satisfaction Maintain Current Salary LevelEnsure a Variance of 10% of Budget
$60,000 $100,000 $40,000
1B. Inspire a Strong Corporate Culture
$65,000 $100,000 $35,000
1C. Team Operations and Development
$1,165,000 $1,200,000 $35,000
2A. Facilitate Indigenous Community Engagement Sessions
60% Indigenous Communities Participating 10 Sponsorships Received 25% Increase in Partnerships Revenue
$48,000 $80,000 $32,000
2B. Activate Regional Partnerships
$150,000 $180,000 $30,000
2C. Activate Provincial Partnerships
$25,000 $25,000 $0
2D. Activate National Partnerships
$0 $15,000 $15,000
Total $1,513,000 $1,700,000 $187,000
InSPIRE: VisitorsExperiencing the richness and value that authentic Indigenous tourism experiences have to offer.
Action Kpi’s Funded Total Unfunded
3A. Strengthen Corporate Brand:” We Raise Our Hands”
30% Increase in Shares, Hashtag Use and New Users10% Increase in Website/Social Media Impressions200 Stakeholders Registered Increase in average annual rating score for Marketing Stakeholders on Trip Advisor
$30,000 $50,000 $20,000
3B. Activate Consumer Brand “Our story Your Experience “
$30,000 $50,000 $20,000
3C. Implement CRM System
$5,000 $5,000 $0
4A. Establish Marketing Advisory Committee
25% Increase in leads per Marketing Stakeholder from a digital ITBC campaign10% Increase in Website/Social Media Impressions10% Increase in Stakeholders inclusions in Travel Trade Itineraries 20% Increase in Earned Media 30% Increase in Stakeholders Supported 20% Increase in Conversions
$5,000 $5,000 $0
4B. Develop Marketing Path to Purchase Roadmap
$60,000 $75,000 $15,000
4C. Activate Customized Digital Marketing Strategy
$150,000 $350,000 $200,000
4D. Activate Marketing Partnerships
$25,000 $50,000 $25,000
Total $305,000 $585,000 $280,000
CU
lTIV
ATE
R
elat
ion
ship
s
InSP
IRE
Vis
itor
s
Res
ilien
t op
erat
iona
l effi
cien
cies
Lead
by
bein
g an
eng
agin
g,
inno
vati
ve a
nd
resu
lts
focu
sed
team
Leve
rage
col
labo
rati
ve
part
ners
hips
at
the
loca
l, pr
ovin
cial
and
nat
iona
l lev
el.
A fo
cuse
d an
d in
sigh
tful
m
arke
ting
str
ateg
y
5 2018/2019 IndIgenous TourIsm BC ACTIon PlAn
ITBC 2018/2019 ACTIon PlAn
ACTIVATE: Experience DevelopmentOffering authentic training, product and experience development building programs.
Action Kpi’s Funded Total Unfunded
5A. Implement “Push for Market Readiness” Fund
20% Increase in Market Ready Businesses 20% Increase in Training Programs Provided 10% Increase in Indigenous Signature Experiences
$200,000 $350,000 $150,000
5B. Strengthen Training Framework
$5,000 $75,000 $70,000
5C. Activate Authentic Aboriginal Program
$2,500 $40,000 $37,500
5D. Leverage Indigenous Signature Experiences Program
$2,500 $25,000 $22,500
6A. Invigorate Stakeholder Engagement
60% Indigenous Communities Participating 10 Sponsorships Received 25% Increase in Partnerships Revenue
$15,000 $100,000 $85,000
6B. Cultivate a More Responsive Membership Strategy
$0 $50,000 $50,000
6C. Amplify Indigenous Tourism Story
$75,000 $100,000 $25,000
Total $300,000 $740,000 $440,000
ADVoCATE: Indigenous TourismSupporting the growth of strong and resilient Indigenous economies.
Action Kpi’s Funded Total Unfunded
7A. Activate Funding Strategy
10% Increase in Base Funding20% Increase in Project-Based Funding15% Increase in Revenue4 Research Tactics Implemented
$0 $10,000 $10,000
7B. Create Sustainable Corporate “For Profit” Arm
$40,000 $50,000 $10,000
7C. Conduct Research Projects
$0 $75,000 $75,000
7D. Assess Authentic Indigenous Arts Program
$0 $50,000 $50,000
8A. Cultivate a Cultural Ambassador Network
Create Database of Knowledge KeepersCreate 5 Stories to Increase Indigenous Awareness10% Increase in Participation of Remarkable Experiences
$20,000 $50,000 $30,000
8B. Generate Opportunities with DBC to Increase Indigenous Participation in Programs
$20,000 $50,000 $30,000
Total $80,000 $285,000 $205,000
AC
TIV
ATE
Ex
peri
ence
Dev
elop
men
t
AD
Vo
CA
TE
Indi
gen
ous
Tou
rism
Acc
eler
atin
g au
then
tic
expe
rien
cede
velo
pmen
t op
port
unit
ies
Supp
orti
ng t
he g
row
th o
f In
dige
nous
eco
nom
ies
Esta
blis
h a
stro
ng
Indi
geno
us T
ouri
sm S
tory
to
exh
ibit
lea
ders
hip
wit
hin
the
sect
or
Incr
ease
ca
paci
ty a
nd
com
peti
tive
ness
of
Ind
igen
ous
busi
ness
es
6 2018/2019 IndIgenous TourIsm BC ACTIon PlAn
ITBC 2018/2019 ACTIon PlAn
Budget
4 Strategic Pillars
Cultivate Relationships $1,513,000
Inspire Visitors $305,000
Activate Experience Development $300,000
Advocate Indigenous Tourism $80,000
Total: $2,198,000
69%
14%
14%
4%
Cultivate Relationships
Inspire Visitors
Activate Experience Development
Advocate Indigenous Tourism
4 Strategic Pillars
itBC organizational Chart
7 2018/2019 IndIgenous TourIsm BC ACTIon PlAn
ITBC 2018/2019 ACTIon PlAn
Indigenous Regional
Specialists
Board of Directors
CEo CFo
Director of Training and
Experience Development
Director of Partnerships
and Special Projects
Director of Marketing
and Sales
▶ Cultivating Relationships
▶ Activating Experience Development
▶ Promoting Indigenous Tourism
▶ Engaging Stakeholders
▶ Inspiring Visitors ▶ Social Media
and Content Development
▶ Trade and Travel Media
▶ Indigenous Travel Services
▶ Activating Experience Development
▶ Destination Development
▶ Training and Capacity Development
▶ Push for Market Readiness
▶ Cultivating Relationships
▶ Advocating for Indigenous Tourism
▶ Events and Festivals
▶ Authentic Indigenous
aboriginal tourism BC announces name Change to “indigenous tourism BC”
March 7, 2018 – Syilx Territory, Kelowna, British Columbia
Today, at the BC Tourism Industry Conference, Brenda Baptiste, Chair of Aboriginal Tourism BC announced the organization’s name change to “Indigenous Tourism BC”. The decision was made after consultations with Elders, Leaders and Stakeholders across the province who suggested the use of the term “Indigenous” better reflects the communities’ connection with the land and recognizes the diversity of Indigenous peoples within British Columbia.
Indigenous Tourism BC and its Stakeholders believe “Indigenous” more clearly captures the story of Indigenous peoples as indigenous to the land. It creates better alignment between the experiences and understanding of Indigenous peoples, which also has broader awareness in the international community. Finally, it recognizes the powerful connection between Indigenous people and stewardship of their land.
“We Raise our Hands” has also been added as a new tag line to further define our Corporate identity. The Indigenous gesture of the raising of hands is a way to acknowledge and honour our ancestors as well as give thanks for the opportunity to live and work within our ancestral lands. Finally, “We Raise our Hands” to welcome the world to show and share our living Indigenous cultures in British Columbia.
” This transition to the use of Indigenous is a major step forward for our organization. It reflects our commitment to leading the Indigenous Tourism Sector while respecting our Elders, Leaders and Stakeholders. We will continue to embrace the diversity of our cultures, language and protocols through our story telling while contributing to an overall Indigenous Experience exceeding the expectation of our visitors.”
– Brenda Baptiste, director-at-large/Chair of Indigenous Tourism BC
“ The vibrant diversity of the Indigenous people throughout BC gives us an opportunity to capture the varied stories protected through protocol that will create truly remarkable and authentic Indigenous experiences.”
– Tracy eyssens, Ceo of Indigenous Tourism BC
About Indigenous Tourism BC
Indigenous Tourism BC is a non-profit, Stakeholder-based organization that is committed to growing and promoting a sustainable, culturally rich Indigenous tourism industry. Through training, information resources, networking opportunities and co-operative marketing programs, Indigenous Tourism BC is a one-stop resource for Indigenous entrepreneurs and communities in British Columbia who are operating or looking to start a tourism business. Indigenous Tourism BC works closely with tourism, business, education and government organizations to help BC’s Indigenous tourism businesses offer quality experiences and actively promotes these experiences to visitors and local residents. indigenousBC.com
8 2018/2019 IndIgenous TourIsm BC ACTIon PlAn
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