Columbia Valley Tourism Marketing Society Stakeholder Survey

Have Your Say!

The Columbia Valley Tourism Marketing Society (CVTMS) promotes the Columbia Valley as a year-round destination through regional marketing and collaboration. We operate the individual tourism brands of Tourism Radium, Invermere Panorama, and Travel Columbia Valley; manage visitor services; and work closely with industry stakeholders, local governments, communities, and residents to strengthen the visitor economy.

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* 1. How aware are you of the following marketing activities undertaken by CVTMS?

	Not aware at all	Not so aware	Somewhat aware	Very aware	Extremely aware
Coordination with regional and provincial marketing authorities (Destination BC, Kootenay Rockies Tourism)	Coordination with regional and provincial marketing authorities (Destination BC, Kootenay Rockies Tourism) Not aware at all	Coordination with regional and provincial marketing authorities (Destination BC, Kootenay Rockies Tourism) Not so aware	Coordination with regional and provincial marketing authorities (Destination BC, Kootenay Rockies Tourism) Somewhat aware	Coordination with regional and provincial marketing authorities (Destination BC, Kootenay Rockies Tourism) Very aware	Coordination with regional and provincial marketing authorities (Destination BC, Kootenay Rockies Tourism) Extremely aware
Media relations (hosting media & influencers, pitching stories to media outlets)	Media relations (hosting media & influencers, pitching stories to media outlets) Not aware at all	Media relations (hosting media & influencers, pitching stories to media outlets) Not so aware	Media relations (hosting media & influencers, pitching stories to media outlets) Somewhat aware	Media relations (hosting media & influencers, pitching stories to media outlets) Very aware	Media relations (hosting media & influencers, pitching stories to media outlets) Extremely aware
Websites (Travel Columbia Valley, Invermere Panorama, Radium Hot Springs)	Websites (Travel Columbia Valley, Invermere Panorama, Radium Hot Springs) Not aware at all	Websites (Travel Columbia Valley, Invermere Panorama, Radium Hot Springs) Not so aware	Websites (Travel Columbia Valley, Invermere Panorama, Radium Hot Springs) Somewhat aware	Websites (Travel Columbia Valley, Invermere Panorama, Radium Hot Springs) Very aware	Websites (Travel Columbia Valley, Invermere Panorama, Radium Hot Springs) Extremely aware
Social media channels	Social media channels Not aware at all	Social media channels Not so aware	Social media channels Somewhat aware	Social media channels Very aware	Social media channels Extremely aware
Content & asset creation (videography & photography)	Content & asset creation (videography & photography) Not aware at all	Content & asset creation (videography & photography) Not so aware	Content & asset creation (videography & photography) Somewhat aware	Content & asset creation (videography & photography) Very aware	Content & asset creation (videography & photography) Extremely aware
Paid digital advertising	Paid digital advertising Not aware at all	Paid digital advertising Not so aware	Paid digital advertising Somewhat aware	Paid digital advertising Very aware	Paid digital advertising Extremely aware
Paid print advertising (Where Rockies Magazine, Experience Mountain Parks)	Paid print advertising (Where Rockies Magazine, Experience Mountain Parks) Not aware at all	Paid print advertising (Where Rockies Magazine, Experience Mountain Parks) Not so aware	Paid print advertising (Where Rockies Magazine, Experience Mountain Parks) Somewhat aware	Paid print advertising (Where Rockies Magazine, Experience Mountain Parks) Very aware	Paid print advertising (Where Rockies Magazine, Experience Mountain Parks) Extremely aware
Event funding & support programs	Event funding & support programs Not aware at all	Event funding & support programs Not so aware	Event funding & support programs Somewhat aware	Event funding & support programs Very aware	Event funding & support programs Extremely aware
Columbia Valley Experience Guide	Columbia Valley Experience Guide Not aware at all	Columbia Valley Experience Guide Not so aware	Columbia Valley Experience Guide Somewhat aware	Columbia Valley Experience Guide Very aware	Columbia Valley Experience Guide Extremely aware
Advocacy on a provincial, regional, and community level	Advocacy on a provincial, regional, and community level Not aware at all	Advocacy on a provincial, regional, and community level Not so aware	Advocacy on a provincial, regional, and community level Somewhat aware	Advocacy on a provincial, regional, and community level Very aware	Advocacy on a provincial, regional, and community level Extremely aware
Visitor Services & trip planning support	Visitor Services & trip planning support Not aware at all	Visitor Services & trip planning support Not so aware	Visitor Services & trip planning support Somewhat aware	Visitor Services & trip planning support Very aware	Visitor Services & trip planning support Extremely aware
Research and planning	Research and planning Not aware at all	Research and planning Not so aware	Research and planning Somewhat aware	Research and planning Very aware	Research and planning Extremely aware

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* 2. In the CVTMS strategic plan, there are a number of key strategic priorities. How do you rate these strategic priority areas?

	Unsure	Not a priority	Low priority	Medium priority	High priority
Tourism marketing (i.e. positioning the Columbia Valley as a destination of choice through print, digital, and social channels, identifying marketing opportunities, applying research).	Tourism marketing (i.e. positioning the Columbia Valley as a destination of choice through print, digital, and social channels, identifying marketing opportunities, applying research). Unsure	Tourism marketing (i.e. positioning the Columbia Valley as a destination of choice through print, digital, and social channels, identifying marketing opportunities, applying research). Not a priority	Tourism marketing (i.e. positioning the Columbia Valley as a destination of choice through print, digital, and social channels, identifying marketing opportunities, applying research). Low priority	Tourism marketing (i.e. positioning the Columbia Valley as a destination of choice through print, digital, and social channels, identifying marketing opportunities, applying research). Medium priority	Tourism marketing (i.e. positioning the Columbia Valley as a destination of choice through print, digital, and social channels, identifying marketing opportunities, applying research). High priority
Destination management (i.e. managing the MRDT, working with provincial, regional, and community organizations to advance tourism)	Destination management (i.e. managing the MRDT, working with provincial, regional, and community organizations to advance tourism) Unsure	Destination management (i.e. managing the MRDT, working with provincial, regional, and community organizations to advance tourism) Not a priority	Destination management (i.e. managing the MRDT, working with provincial, regional, and community organizations to advance tourism) Low priority	Destination management (i.e. managing the MRDT, working with provincial, regional, and community organizations to advance tourism) Medium priority	Destination management (i.e. managing the MRDT, working with provincial, regional, and community organizations to advance tourism) High priority
Partnerships & collaboration (i.e. Golden Triangle, BC Bird Trail, BC Ale Trail)	Partnerships & collaboration (i.e. Golden Triangle, BC Bird Trail, BC Ale Trail) Unsure	Partnerships & collaboration (i.e. Golden Triangle, BC Bird Trail, BC Ale Trail) Not a priority	Partnerships & collaboration (i.e. Golden Triangle, BC Bird Trail, BC Ale Trail) Low priority	Partnerships & collaboration (i.e. Golden Triangle, BC Bird Trail, BC Ale Trail) Medium priority	Partnerships & collaboration (i.e. Golden Triangle, BC Bird Trail, BC Ale Trail) High priority
Valley Visitor Services	Valley Visitor Services Unsure	Valley Visitor Services Not a priority	Valley Visitor Services Low priority	Valley Visitor Services Medium priority	Valley Visitor Services High priority
Governance & operations	Governance & operations Unsure	Governance & operations Not a priority	Governance & operations Low priority	Governance & operations Medium priority	Governance & operations High priority

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* 3. In the CVTMS strategic plan, there are a number of key objectives. How do you rate the priority of each?

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* 4. In your opinion, what are the top 3 challenges facing tourism in the Columbia Valley in the next 5 years?

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* 5. In your opinion, what are the top 3 opportunities for tourism in the Columbia Valley in the next 5 years?

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* 6. As a destination, how much potential do you think there is to grow each of the following tourism experiences and products in the following areas?

	Low potential to grow	Some potential to grow	Medium potential to grow	Strong potential to grow	Don't know
Arts & culture	Arts & culture Low potential to grow	Arts & culture Some potential to grow	Arts & culture Medium potential to grow	Arts & culture Strong potential to grow	Arts & culture Don't know
Events & music	Events & music Low potential to grow	Events & music Some potential to grow	Events & music Medium potential to grow	Events & music Strong potential to grow	Events & music Don't know
Hiking	Hiking Low potential to grow	Hiking Some potential to grow	Hiking Medium potential to grow	Hiking Strong potential to grow	Hiking Don't know
Biking	Biking Low potential to grow	Biking Some potential to grow	Biking Medium potential to grow	Biking Strong potential to grow	Biking Don't know
Culinary tourism	Culinary tourism Low potential to grow	Culinary tourism Some potential to grow	Culinary tourism Medium potential to grow	Culinary tourism Strong potential to grow	Culinary tourism Don't know
Guided tours	Guided tours Low potential to grow	Guided tours Some potential to grow	Guided tours Medium potential to grow	Guided tours Strong potential to grow	Guided tours Don't know
Meetings & conferences	Meetings & conferences Low potential to grow	Meetings & conferences Some potential to grow	Meetings & conferences Medium potential to grow	Meetings & conferences Strong potential to grow	Meetings & conferences Don't know
Sport tourism	Sport tourism Low potential to grow	Sport tourism Some potential to grow	Sport tourism Medium potential to grow	Sport tourism Strong potential to grow	Sport tourism Don't know
Paddling/wetlands	Paddling/wetlands Low potential to grow	Paddling/wetlands Some potential to grow	Paddling/wetlands Medium potential to grow	Paddling/wetlands Strong potential to grow	Paddling/wetlands Don't know
Visiting national parks	Visiting national parks Low potential to grow	Visiting national parks Some potential to grow	Visiting national parks Medium potential to grow	Visiting national parks Strong potential to grow	Visiting national parks Don't know
Wildlife viewing/conservation	Wildlife viewing/conservation Low potential to grow	Wildlife viewing/conservation Some potential to grow	Wildlife viewing/conservation Medium potential to grow	Wildlife viewing/conservation Strong potential to grow	Wildlife viewing/conservation Don't know
Wellness experiences	Wellness experiences Low potential to grow	Wellness experiences Some potential to grow	Wellness experiences Medium potential to grow	Wellness experiences Strong potential to grow	Wellness experiences Don't know
Golf	Golf Low potential to grow	Golf Some potential to grow	Golf Medium potential to grow	Golf Strong potential to grow	Golf Don't know
Cross-country skiing & snowshoeing	Cross-country skiing & snowshoeing Low potential to grow	Cross-country skiing & snowshoeing Some potential to grow	Cross-country skiing & snowshoeing Medium potential to grow	Cross-country skiing & snowshoeing Strong potential to grow	Cross-country skiing & snowshoeing Don't know
Interpretive experiences	Interpretive experiences Low potential to grow	Interpretive experiences Some potential to grow	Interpretive experiences Medium potential to grow	Interpretive experiences Strong potential to grow	Interpretive experiences Don't know
Alpine skiing and snowboarding	Alpine skiing and snowboarding Low potential to grow	Alpine skiing and snowboarding Some potential to grow	Alpine skiing and snowboarding Medium potential to grow	Alpine skiing and snowboarding Strong potential to grow	Alpine skiing and snowboarding Don't know

Other (please specify)

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* 7. What types of products or experiences would benefit the region from a tourism perspective?

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* 8. Looking ahead to the next 5 years, how optimistic are you that tourism in the Columbia Valley will grow? (1 being not optimistic at all, 5 being very optimistic).

Not optimistic at all

Somewhat optimistic

Very optimistic

Not optimistic at all

Somewhat optimistic

Very optimistic

	Not a priority	Low priority	Medium priority	High priority
Increase overnight visitation	Increase overnight visitation Not a priority	Increase overnight visitation Low priority	Increase overnight visitation Medium priority	Increase overnight visitation High priority
Clear & consistent branding and storytelling	Clear & consistent branding and storytelling Not a priority	Clear & consistent branding and storytelling Low priority	Clear & consistent branding and storytelling Medium priority	Clear & consistent branding and storytelling High priority
Content development	Content development Not a priority	Content development Low priority	Content development Medium priority	Content development High priority
Shoulder season marketing	Shoulder season marketing Not a priority	Shoulder season marketing Low priority	Shoulder season marketing Medium priority	Shoulder season marketing High priority
Development of packages, itineraries, and travel planning information	Development of packages, itineraries, and travel planning information Not a priority	Development of packages, itineraries, and travel planning information Low priority	Development of packages, itineraries, and travel planning information Medium priority	Development of packages, itineraries, and travel planning information High priority
Increase digital marketing and online storytelling	Increase digital marketing and online storytelling Not a priority	Increase digital marketing and online storytelling Low priority	Increase digital marketing and online storytelling Medium priority	Increase digital marketing and online storytelling High priority
Develop & attract new events	Develop & attract new events Not a priority	Develop & attract new events Low priority	Develop & attract new events Medium priority	Develop & attract new events High priority
Increase outreach, training and supports to businesses and tourism operators	Increase outreach, training and supports to businesses and tourism operators Not a priority	Increase outreach, training and supports to businesses and tourism operators Low priority	Increase outreach, training and supports to businesses and tourism operators Medium priority	Increase outreach, training and supports to businesses and tourism operators High priority
Increase outreach, training, and supports to tourism-related nonprofits	Increase outreach, training, and supports to tourism-related nonprofits Not a priority	Increase outreach, training, and supports to tourism-related nonprofits Low priority	Increase outreach, training, and supports to tourism-related nonprofits Medium priority	Increase outreach, training, and supports to tourism-related nonprofits High priority
Developing meeting, conferences and events business sector	Developing meeting, conferences and events business sector Not a priority	Developing meeting, conferences and events business sector Low priority	Developing meeting, conferences and events business sector Medium priority	Developing meeting, conferences and events business sector High priority
Reporting and sharing the value of CVTMS and the Tourism Industry	Reporting and sharing the value of CVTMS and the Tourism Industry Not a priority	Reporting and sharing the value of CVTMS and the Tourism Industry Low priority	Reporting and sharing the value of CVTMS and the Tourism Industry Medium priority	Reporting and sharing the value of CVTMS and the Tourism Industry High priority
Increase communication with partners and stakeholders	Increase communication with partners and stakeholders Not a priority	Increase communication with partners and stakeholders Low priority	Increase communication with partners and stakeholders Medium priority	Increase communication with partners and stakeholders High priority
Innovate visitor services	Innovate visitor services Not a priority	Innovate visitor services Low priority	Innovate visitor services Medium priority	Innovate visitor services High priority
Increase operational efficiency and capacity	Increase operational efficiency and capacity Not a priority	Increase operational efficiency and capacity Low priority	Increase operational efficiency and capacity Medium priority	Increase operational efficiency and capacity High priority
Diversify funding and revenue streams	Diversify funding and revenue streams Not a priority	Diversify funding and revenue streams Low priority	Diversify funding and revenue streams Medium priority	Diversify funding and revenue streams High priority

Columbia Valley Tourism Marketing Society Stakeholder Survey

Have Your Say!

Question Title

* 1. How aware are you of the following marketing activities undertaken by CVTMS?

Question Title

* 2. In the CVTMS strategic plan, there are a number of key strategic priorities. How do you rate these strategic priority areas?

Question Title

* 3. In the CVTMS strategic plan, there are a number of key objectives. How do you rate the priority of each?

Question Title

* 4. In your opinion, what are the top 3 challenges facing tourism in the Columbia Valley in the next 5 years?

Question Title

* 5. In your opinion, what are the top 3 opportunities for tourism in the Columbia Valley in the next 5 years?

Question Title

* 6. As a destination, how much potential do you think there is to grow each of the following tourism experiences and products in the following areas?

Question Title

* 7. What types of products or experiences would benefit the region from a tourism perspective?

Question Title

* 8. Looking ahead to the next 5 years, how optimistic are you that tourism in the Columbia Valley will grow? (1 being not optimistic at all, 5 being very optimistic).

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* 9. Any other comments or feedback?