Maximizing Collective Returns from Tourism

On Wednesday night, I was asked to do a keynote at the Parksville and Qualicum Beach Chambers of Commerce meeting in Qualicum Beach. The two chambers have been getting their members together for seven years now and this gathering had about 170 people in attendance.  I mentioned to them that it was not common for me to see two communities at the business level, come together in this way. This emphasis on collaboration within a somewhat unique region of Vancouver Island is commendable.

I decided to focus my talk on the nature of the visitor experience vs. destination development. While I often like to focus on supply side orientations, I have noted that many stakeholders involved in "product development" often do not understand that the product that is sold in tourism is a visitor experience. So, with that, I described, using others research - what the visitor experience is really all about.  I then used this to segue and deliver the message that many destinations should stop thinking about destination development and they should focus on visitor experience development. This is a growing trend in other countries - Australia links are in the presentation) and somewhat in Canada (Traveler types EQ) and more locally, the BC Tourism Strategy is now focusing on the five stages of visitor experience.

The group was great - they had lots of tough questions for me - but overall, I think the key ideas came across. Thanks Geoff for the invite and Peter for coordinating the event. Well done and continued success.

If you are interested in the presentation - you can find it HERE.
And, I made the news - here is a good summary of my quotes.