Tourism BC unveiled several programs aimed at driving B.C. tourism revenues from $12.6 billion this year to $19.6 billion by 2015. According to Tourism BC president Rod Harris, a recovering economy and global exposure from the Games next February should create six straight years of revenue gains. Multimedia marketing will include television, online marketing, search-engine marketing, print, contests and promotions and partnerships with Games broadcasters. Hundreds of hours of high-definition film footage of B.C. have already been shot, and will be broadcast worldwide over the next 12 months. Foreign media will be picking up human interest stories throughout the province before and during the games.
Bucking a common trend for tourism industry falloffs in the immediate year after a Games, Tourism BC predicts provincial tourism revenues to climb from $13.3 billion in 2010 to $14.1 billion in 2011. The reason is that, unlike previous Olympics, Tourism BC has a long-term tourism strategy in place for the 2010 Olympics that is based on a performance-based model and will allow the business to grow as revenues expand.
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