Tourism Vancouver needed help imagining how its tourism industry could and should evolve in the next decade. Resonance was engaged to help create scenarios that covered the spectrum from incremental to dramatic change.
Resonance conducted in-depth tourism stakeholder interviews to identify key demand- and supply-side drivers, conducted economic analyses of Vancouver’s tourism performance to date, then used the data to provide future forecasting of visitor volume. We then brought the drivers, economic analysis and forecasting to a stakeholder workshop in order to create a series of scenarios that combined the factors to imagine Vancouver’s visitors of 2030, their tourism experience, the brand, positioning and marketing, as well as DMMO marketing and management. With four scenarios in hand, Resonance returned to stakeholders to discuss their implications, identifying key risks, opportunities, recommendations, strategies and action items. Tourism Vancouver used the scenarios in the development of its strategic plan.