Vancouver Tourism Master Plan

Vancouver

During the fading afterglow of the highly successful 2010 Winter Games, Tourism Vancouver needed to guide the long-term planning of visitation to the city by identifying potential new products, amenities, programming and experiences. Resonance was chosen through an international RFP selection process to create the Vancouver Tourism Master plan, the first collaboration of its kind in the city’s history between tourism and the City of Vancouver and Vancouverites.

The Solution

Since no one knows a city better than its citizenry, Resonance conducted 180 one-on-one and group stakeholder interviews in a variety of neighborhoods around the city, and engaged 2,000 Vancouver residents and business leaders with an online survey. The insights surfaced eight recommendations and opportunities that Resonance contextualized against constraints, trends and developments and grouped into actionable plans. Work included…

Stakeholder Engagement

Resonance conducted interviews with hundreds of tourism industry stakeholders and residents to identify the opportunities and threats facing Vancouver as a growing international destination.

Destination Strategy

Through a series of proprietary research and measurement initiatives, Resonance analyzed Vancouver’s strengths and the city’s benchmarking against competing cities, and created a strategy to increase visitations at underleveraged times of the year.

The Result

Heads of City departments and councillors heard presentations about the plan, and it was presented to Tourism Vancouver 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.

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