Educational Tourism Regional Marketing

Clayoquot Biosphere Trust

Sources of Funding
ICET:$29,000
Clayoquot Biosphere Trust:$5,000
Tla-o-qui-aht First Nations:$6,000
Yuulu?it?ath Government:$6,000
District of Ucluelet:$6,000
District of Tofino:$6,000
Total Budget: $58,000

The west coast of Vancouver Island has a thriving summer tourist season, but shoulder and winter seasons are significantly less busy. To help address this, region’s communities and First Nations developed an educational asset inventory and a step-by-step strategy and market development plan to grow education tourism on the West Coast. The Regional Marketing project builds on this preliminary collaboration process, initiated in 2014 and supported by ICET, as the foundation for this implementation phase.

Led by the Clayoquot Biosphere Trust, the Regional Marketing project will develop the tools required to market and promote educational tourism at a regional scale, while building on the recommended market development strategies. The project focuses on development of core components of the strategic plan: creation of a highly-visual website to promote educational tourism opportunities; development of marketing tools and resources available to all stakeholders; and a social media marketing campaign. It also includes graphic and communications content that builds a strong, unique brand.

The result of this project is the Westcoast NEST (Nature Education Sustainability Tourism) website: westcoastnest.org.  Anticipated project results are increased shoulder season tourism in the region, new educational opportunities for locals and visitors, increased business and business opportunities for the hospitality sector, increased sustainability for non-profits involved in the education sector as well as increased job creation and/or year-round employee retention. In addition, this initiative will continue to raise the profile of the region in international markets and support increased innovation and research.

ICET By The Numbers

2,500
person years employment created (construction phase)

ICET By The Numbers

50
locally elected officials and MLAs working together

ICET By The Numbers

$10.4
million annual provincial government revenue generated

ICET By The Numbers

2,600
post completion jobs created

ICET By The Numbers

$4.6
dollars leveraged for every ICET dollar invested

ICET By The Numbers

$230
million leveraged into the region

ICET By The Numbers

$49.1
million disbursed

ICET By The Numbers

$50.9
million committed

ICET By The Numbers

185
economic development projects

ICET By The Numbers

150
projects completed

ICET By The Numbers

36%
projects in small (less than 5,000) communities

ICET By The Numbers

50+
communities with ICET projects

2017-18 Annual Report

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