2018/2019 Indigenous Tourism BC Action Plan
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1 2018/2019 Indigenous Tourism BC Action Plan
2 CEO s Message I 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, 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 /2019 indigenous Tourism BC Action Plan
3 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 Results Tourism 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 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 /2019 indigenous Tourism BC Action Plan
4 4 Strategic Pillars Cultivate Relationships inspire Visitors activate Experience advocate Indigenous Tourism GOALS: GOALS: GOALS: GOALS: resilient operational efficiencies Leverage collaborative partnerships at the local, provincial and national level Lead by being an engaging, innovative and results focused team A focused and insightful marketing strategy Accelerating authentic experience development Establish a strong Indigenous tourism story to exhibit leadership within the sector Supporting the growth of Indigenous economies Increase capacity and competitiveness of Indigenous businesses /2019 indigenous Tourism BC Action Plan
5 CULTIVATE: Relationships Connecting and engaging with Indigenous communities, entrepreneurs and industry partners. Action KPI s Funded Total Unfunded CULTIVATE Relationships Resilient operational efficiencies Leverage collaborative partnerships at the local, provincial and national level. 1A. Board Engagement/ Activation 1B. Inspire a Strong Corporate Culture 1C. Team Operations and 2A. Facilitate Indigenous Community Engagement Sessions 2B. Activate Regional 2C. Activate Provincial 2D. Activate National Increase Board Engagement Increase Team Level Satisfaction Maintain Current Salary Level Ensure a Variance of 10% of Budget 60% Indigenous Communities Participating 10 Sponsorships Received 25% Increase in Revenue $60,000 $100,000 $40,000 $65,000 $100,000 $35,000 $1,165,000 $1,200,000 $35,000 $48,000 $80,000 $32,000 $150,000 $180,000 $30,000 $25,000 $25,000 $0 $0 $15,000 $15,000 Total $1,513,000 $1,700,000 $187,000 INSPIRE: Visitors Experiencing the richness and value that authentic Indigenous tourism experiences have to offer. inspire Visitors Lead by being an engaging, innovative and results focused team A focused and insightful marketing strategy Action KPI s Funded Total Unfunded 3A. Strengthen Corporate Brand: We Raise Our Hands 3B. Activate Consumer Brand Our story Your Experience 3C. Implement CRM System 4A. Establish Marketing Advisory Committee 4B. Develop Marketing Path to Purchase Roadmap 4C. Activate Customized Digital Marketing Strategy 4D. Activate Marketing 30% Increase in Shares, Hashtag Use and New Users 10% Increase in Website/Social Media Impressions 200 Stakeholders Registered Increase in average annual rating score for Marketing Stakeholders on Trip Advisor 25% Increase in leads per Marketing Stakeholder from a digital ITBC campaign 10% Increase in Website/Social Media Impressions 10% Increase in Stakeholders inclusions in Travel Trade Itineraries 20% Increase in Earned Media 30% Increase in Stakeholders Supported 20% Increase in Conversions $30,000 $50,000 $20,000 $30,000 $50,000 $20,000 $5,000 $5,000 $0 $5,000 $5,000 $0 $60,000 $75,000 $15,000 $150,000 $350,000 $200,000 $25,000 $50,000 $25,000 Total $305,000 $585,000 $280, /2019 indigenous Tourism BC Action Plan
6 ACTIVATE: Experience Offering authentic training, product and experience development building programs. activate Experience Accelerating authentic experience development opportunities Establish a strong Indigenous Tourism Story to exhibit leadership within the sector Action KPI s Funded Total Unfunded 5A. Implement Push for Market Readiness Fund 5B. Strengthen Training Framework 5C. Activate Authentic Aboriginal Program 5D. Leverage Indigenous Signature Experiences Program 6A. Invigorate Stakeholder Engagement 6B. Cultivate a More Responsive Membership Strategy 6C. Amplify Indigenous Tourism Story 20% Increase in Market Ready Businesses 20% Increase in Training Programs Provided 10% Increase in Indigenous Signature Experiences 60% Indigenous Communities Participating 10 Sponsorships Received 25% Increase in Revenue $200,000 $350,000 $150,000 $5,000 $75,000 $70,000 $2,500 $40,000 $37,500 $2,500 $25,000 $22,500 $15,000 $100,000 $85,000 $0 $50,000 $50,000 $75,000 $100,000 $25,000 Total $300,000 $740,000 $440,000 ADVOCATE: Indigenous Tourism Supporting the growth of strong and resilient Indigenous economies. Action KPI s Funded Total Unfunded ADVOCATE Indigenous Tourism Supporting the growth of Indigenous economies Increase capacity and competitiveness of Indigenous businesses 7A. Activate Funding Strategy 7B. Create Sustainable Corporate For Profit Arm 7C. Conduct Research Projects 7D. Assess Authentic Indigenous Arts Program 8A. Cultivate a Cultural Ambassador Network 8B. Generate Opportunities with DBC to Increase Indigenous Participation in Programs 10% Increase in Base Funding 20% Increase in Project- Based Funding 15% Increase in Revenue 4 Research Tactics Implemented Create Database of Knowledge Keepers Create 5 Stories to Increase Indigenous Awareness 10% Increase in Participation of Remarkable Experiences $0 $10,000 $10,000 $40,000 $50,000 $10,000 $0 $75,000 $75,000 $0 $50,000 $50,000 $20,000 $50,000 $30,000 $20,000 $50,000 $30,000 Total $80,000 $285,000 $205, /2019 indigenous Tourism BC Action Plan
7 Budget 4 Strategic Pillars Cultivate Relationships $1,513,000 Inspire Visitors $305,000 Activate Experience $300,000 Advocate Indigenous Tourism $80,000 Total: $2,198,000 14% 4% 4 Strategic Pillars 14% 69% Cultivate Relationships Inspire Visitors Activate Experience Advocate Indigenous Tourism /2019 indigenous Tourism BC Action Plan
8 ITBC Organizational Chart Board of Directors CEO CFO Director of Marketing and Sales Director of Training and Experience Director of and Special Projects Indigenous Regional Specialists Inspiring Visitors Social Media and Content Activating Experience Destination Cultivating Relationships Advocating for Indigenous Tourism Cultivating Relationships Activating Experience Trade and Travel Media Training and Capacity Events and Festivals Promoting Indigenous Tourism Indigenous Travel Services Push for Market Readiness Authentic Indigenous Engaging Stakeholders /2019 indigenous Tourism BC Action Plan
9 press release 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 /2019 indigenous Tourism BC Action Plan
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