Association Coastal First Nations/Great Bear Initiative Sustainable - - PowerPoint PPT Presentation

Aboriginal Tourism Association

Coastal First Nations/Great Bear Initiative – Sustainable Tourism Implementation Framework

November, 2012

Background

• Coastal First Nations/Great Bear Initiative

goals and objectives include the development and implementation of business plans for sustainable tourism

• Land use planning processes have been

completed

• Marine use planning is in progress

Reconciliation Protocol Agreement

• These planning processes gave rise to

The Reconciliation Protocol Agreement (RPA)

• The RPA specifically envisions a

“substantial increase in Nations and First Nations’ economic participation in conservancies and the tourism sector.”

Reconciliation Protocol Agreement

Goals of the RPA:

• Nations and First Nations secure and

develop an equitable portion of the permit and tenure opportunities in their traditional territory and,

Reconciliation Protocol Agreement

• Opportunities will be provided based on

demonstrated Nations and First Nations interests and stated intentions of permit and tenure opportunities in their traditional territories and,

Reconciliation Protocol Agreement

• Development is sustainable, based on

sound business planning and consistent with applicable provincial and federal legislation

• The tenure selection process is now

underway

AtBC Relationship

• Early in 2012, CFN/GBI signed a

Statement of Cooperation with AtBC declaring their intention to work collaboratively for the betterment of GBI participating communities in the Central, North Coast and Haida Gwaii through the development of an Aboriginal cultural tourism industry that respects the unique qualities and richness of these coastal communities

Sustainable Tourism Implementation Framework

• Each community and the region as a

whole has the opportunity to secure the benefits of the tenures allocated under the RPA

• CFN/GBI identified the need for a

‘sustainable tourism implementation framework’

• Goes far beyond a strategic plan – focus is
• n implementation and results

Implementation Framework

• 1. Define the collective tourism market
• pportunity for Coastal First Nations –

identify highest opportunity target markets, their purchase motivators, and describe the types of experiences they are seeking

Implementation Framework

• 2. Conduct community visits/product

reconnaissance to identify Aboriginal tourism experiences in each community that are appropriately shared and are of interest to visitors – must be authentic; interactive; by featuring that which is local – the people, the culture, the land - experiences are created that cannot be imitated – competitive advantage is inherent

Implementation Framework

• 3. Undertake a comprehensive survey of

readiness to participate in the global tourism economy and existing local capacity through dialogue with leadership and members. Utilize AtBC three tiered approach to define the strategies required for each community to participate in a sustainable tourism economy

Implementation Framework

• 4. Conduct a two-day tourism forum with all

member communities to share information on lessons learned, identify

• pportunities to work together, document

next steps in tourism development for each community individually and the group as a whole

Implementation Framework

• 5. Provide input and recommendations for

tenure selection under the RPA and CFN/GBI marine use planning process

Implementation Framework

• 6. Identify activities that are best

approached collectively by all Coastal First Nations with market-ready product

• fferings e.g. branding, awareness

building, marketing, media relations, tour

• perator relationships etc. as well as

programs to build local capacity to participate in the tourism economy

Implementation Framework

• 7. Develop a multi year program to develop

local capacity to deliver market ready tourism experiences including formation

• f strategic alliances with educational

institutions, partnerships with existing business operators and provision of

• ngoing mentoring, business advice and

support for new businesses as they launch and operate

Implementation Framework

• 8. Develop a Coastal First Nations tourism

brand i.e. identify key messages to target markets that will influence travel choices and design an umbrella identity for use in all marketing and promotions that captures the collective essence of a Coastal First Nations experience for the visitor

Implementation Framework

• 9. Create regional marketing tools such as

a consumer website, media kit, storylines and high resolution photo library for use by editors and journalists wishing to cover travel experiences with Coastal First Nations

Implementation Framework

10.Introduce export ready product to

• verseas and inbound tour operators

through meetings, presentations, agent training and familiarization trips

Implementation Framework

11.Develop strategies for each community that are tailored to their individual stage

• f development

Implementation Framework

12.For each community already engaged in tourism or confirmed as ‘ready to proceed’ - identify new product development opportunities

Implementation Framework

13.Identify infrastructure challenges that are preventing business development (e.g. public washrooms, etc.) and develop strategies (including potential funding sources) to address lack of infrastructure that is preventing growth of tourism businesses

Implementation Framework

14.Facilitate the development of a business plan for each identified tourism business

• pportunity

Implementation Framework

15.Ongoing community consultation on implementation progress, new

• pportunities, challenges

Implementation Framework

16.Regular re-visits to communities and newly launched businesses as well as

• ffer ‘anytime’ telephone support to

business operators

Phase I

• November 13-15th CFN/GBI Community

Tourism Forum in Vancouver

• Community representatives will meet to

share ideas, opportunities and lessons learned

• This forum will assist in defining next steps

for communities and the region as a whole

Tourism Forum Outcomes

• Current status of tourism development

in CFN/GBI communities

• Local and regional objectives for tourism

development

• Key target markets and the experiences

they seek

• Unique selling proposition for CFN/GBI

communities individually and collectively

Tourism Forum Outcomes

• Capacity building opportunities to be

considered in a community and regional strategy

• Product development opportunities to be

considered in a community and regional strategy

• Market development opportunities to be

considered in a community and regional strategy

Tourism Forum Outcomes

• Best practice model for the development
• f an aboriginal regional tourism

strategy

• Next steps in the development of a

CFN/GBI regional tourism strategy