Ocean Boating Marine Tourism Marketing Phase 2

BC Ocean Boating Tourism Association (BCOBTA)

Sources of Funding
ICET:$30,000
Destination BC:$50,000
Industry Promotional Sales:$17,300
Total Budget: $97,300
Quick Facts: 

Monthly website visits increased 68% during the project period, growing from 2500 to 4200.

Vancouver Island and the Sunshine Coast are a year-round draw for marine tourists. ICET has supported the BC Ocean Boating Tourism Association (BCOBTA) to help better market marine tourism. Phase one of the project established the group as a destination marketing organization and created the initial marketing and branding strategies. To build on phase one of the project the BCOBTA entered a second phase of marketing and sector development.

This second-phase of the project aimed to enhance marine tourism marketing and engage the recreational boating sector in supporting destination marketing of BC’s coast. The project involved completion of the AHOY BC website, development and implementation of a stakeholder marketing and revenue generation strategy, development of promotional products for the sector, and implementation of a system for measuring the marine tourism industry econometrics and gathering traveler intelligence.

The project resulted in growth of traffic to the AHOY BC website, consumer newsletter subscriptions, and social media engagement. The anticipated benefits include increases to the number of marine tourists, average length of stay, as well as extension of benefits into the region’s hospitality and service sectors.

2,580
person years employment created (construction phase)
50
locally elected officials and MLAs working together
$10.4
million annual provincial government revenue generated
2,615
post completion jobs created
$4.7
dollars leveraged for every ICET dollar invested
$278
million leveraged into the region
$47.9
million disbursed
$49.7
million committed
170
economic development projects
130
projects completed
38%
projects in small (less than 5,000) communities
50+
communities with ICET projects

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