2018/2019 · 2 2018/2019 indigenous tourism bc action plan itbc 2018/2019 action plan who we are...

2018/2019Indigenous Tourism BC Action Plan

https://www.indigenousbc.com/

https://www.indigenousbc.com/

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



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.



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



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.


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

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ACTIVATE: Experience DevelopmentOffering authentic training, product and experience development building programs.


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.


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

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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



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


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2018/2019 · 2 2018/2019 indigenous tourism bc action plan itbc 2018/2019 action plan who we are...

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