Vancouver Tourism Master Plan

Tourism Vancouver wanted to guide the long-term planning of visitation to Vancouver by identifying potential new products, amenities, programming and experiences, and wanted to engage the City of Vancouver and its citizens in the process. Resonance was engaged through an international RFP selection process.

180 interviews with stakeholders resulted in an understanding of issues and opportunities; a TVan charette focused on key takeaways. Vancouverites were engaged via a website and blog, and an online survey and video encouraged input: 2,200 people spoke up and 11,000 comments resulted.

Areas of Practice:



Consumer Research
Stakeholder Engagement
Video Production
Web Production


Tourism Vancouver





Eight areas of focus emerged: transportation, visitor experience design, infrastructure and product development, neighborhood tourism, advocacy, public affairs, partnerships and alliances. The heads of City departments and councillors heard presentations and the Vancouver Tourism Master Plan was presented to TVan members and the press at TVan’s annual general meeting. Vancouver Mayor Gregor Robertson participated, and the City and Tourism Vancouver committed to the realization of the recommendations, the very first such collaboration in the city.


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