Dear Tourism Stakeholder,

What if we could achieve the exceptional as a tourism community? Answering this question can open doors to new, unique and improved products and authentic experiences, increase the distance visitors will travel to visit you, and the ability of the region to create long-lasting memorable tourism experiences throughout the year! 

The Village of McBride Tourism Master Plan has identified key goals to grow the tourism sector in and around the community that include:
  • Building Organizational Capacity to Support Tourism Development
  • Development of Tourism Products 
  • Enhancing Community Marketing and Promotion
  • Destination Development 
The Village has also secured the Municipal and Regional District Tax (MRDT), established a Tourism Committee of Council, and is embarking on an ambitious tourism implementation initiative – called Activate Tourism McBride over the coming year to support economic diversification via tourism.

Activate Tourism McBride aims to develop two marketable tourism experiences / products in the community that lead to the creation of tourism-specific employment. Along the way, the initiative will need to foster development of collaborative relationships with local and regional tourism bodies such as the McBride Visitor Centre, Northern BC Tourism and Destination BC, as well as First Nations, and develop and strengthen the organizational structure and capacity of the Tourism Committee – a group of local volunteers from the business community dedicated to developing and promoting the community as a tourism destination.

The initiative will provide many community benefits: including supporting the creation of tourism-specific employment with the development of at least two marketable Tourism Experiences/Products in the community; fostering the development of collaborative relationships with local and regional tourism bodies such as the McBride Visitor Centre, Northern BC Tourism and Destination BC, as well as First Nations, which will ensure McBride can capitalize on regional marketing and promotion programs; developing and strengthening the organizational structure and capacity of the Tourism Committee – a group of local volunteers from the business community dedicated to developing and promoting the community as a tourism destination; supporting community and Council goals to diversify the economy towards tourism; and contributing to community resiliency and sustainability.

This short survey (10-15 minutes) will help the Village and all our tourism partners figure out what tourism experiences are differentiated enough to have people visit McBride, and how to further develop these experiences to nurture increased visitation. P.S.: don't worry if you are outside the Village boundary… tourism experiences are almost always regional in nature, and we are all stronger together! Your regional tourism business is a welcomed partner.
START OF SURVEY

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* 1. Please provide your contact details if you would like to be contacted during the Activate Tourism McBride Initiative.

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* 2. How familiar are you with the services and programs offered by Tourism McBride: (McBride Visitor Centre, Village of McBride and McBride Tourism Committee ?)

  1 - Not Familiar at All 2 - Not Very Familiar 3 - Somewhat Familiar 4 - Familiar 5 - Very Familiar Don't know
Familiarity with Tourism McBride services and programs

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* 3. The Village of McBride  is part of the Provincial  Municipal  Regional District Tax (MRDT), which is a 2% tax collected on all short term stays in McBride to provide funding for local tourism marketing, programs and projects. Do you agree with the current Vision and Mission in the 5-year MRDT strategic business plan?:

Vision: By 2031, the McBride region will be known as the home base for outdoor adventure and cultural connection in the Robson Valley. The region will be recognized as the place to be to access iconic natural attractions, including the Ancient Forest/Chun T’oh Whudujut, Mount Robson, and the Fraser River. Visitors will enthusiastically engage in opportunities to learn about the histories of the people who call this amazing place home.

Mission: To work collaboratively with internal and external partners to develop a sustainable local tourism industry that gives everyone the chance to benefit. 

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* 4. Tourism McBride Target Markets are listed below. Please indicate whether you agree with these Target Markets based on your own top priority market(s) as a tourism operator/business, and your current and potential visitors.

  1 - Strongly Disagree 2 - Disagree 3 - Neither Disagree nor Agree 4 - Agree 5 - Strongly Agree Don't know
Primarily Target Market #1 - Overnight visitors from BC and Alberta travelling to the McBride Region to participate in outdoor adventures, explore area attractions and enjoy an authentic, frontier town experience.
Primary Target Market #2 - Stop over visitors traveling through the McBride Region who are seeking to immerse themselves in natural landscapes, agritourism and culinary offerings and cultural experiences.
Secondary Target Market #3 - International visitors seeking niche-based experiences, such as dark sky/northern lights viewing, eco-tourism, agritourism, and mechanized recreational pursuits. Particular attention should be given to high yield Fully Independent Travellers (FIT) from Europe and the United States who are seeking experiences that are “off the
beaten track.”
Secondary Target Market #4 - Visiting friends and relatives travelling to the McBride region or neighbouring communities who are looking to connect with their hosts through authentic experiences.

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* 5. Please rank your most important marketing aim (goal) to be accomplished with the Activate Tourism Initiative through the following 5 key strategies that directly impact the tourism industry the most in 2024.

  1 - Least Important  2 - Not Very Important 3 - Somewhat Important  4 - Important 5 - Most Important  Don't know
Increased Room Revenue
Increased Length of Stay of Overnight Visitors
Increased Repeat Visitation to McBride 
Increase Brand Awareness of McBride Tourism 
Strengthening and Building Packages with the Destination and Local Experiential Products (i.e. marine and outdoor, cultural products)

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* 6. How aware are you of the following marketing activities that Tourism McBride planned to implement in 2023?

  1 - Not Aware at All 2 - Slightly Aware 3 - Somewhat Aware 4 - Aware 5 - Very Aware Don't know
Collaboration with McBride Secondary School to provide tourism focused training
Redevelopment of the visitmcbride.ca website 
Consumer focused asset - tourism photography and video for web and social platforms
Expand the use of social media platforms in tourism promotions
Develop marketing Collateral to bring McBride region's tourism brand to life (focused on non-profit recreation groups)
Support delegates of local tourism champions (specifically snowmobile association) to attend trade shows
Village of McBride's support and leadership on successfully receiving a Provincial grant for the Activate Tourism McBride initiative

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* 7. Overall, how would you rate your satisfaction with the use of MRDT funds on the Activate Tourism McBride Initiative?

  1 - Very Dissatisfied 2 - Dissatisfied 3 - Neither Dissatisfied or Satisfied 4 - Satisfied 5 - Very Satisfied Don't know
Use of MRDT funds

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* 8. What could The Activate McBride Initiative do to support increased visitation for your business?

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* 9. Overall, how satisfied are you with the focus and effort of the Village to support Tourism and provide resources for long term growth?

  1 - Very Dissatisfied 2 - Dissatisfied 3 - Neither Dissatisfied or Satisfied 4 - Satisfied 5 - Very Satisfied Don't know
Overall performance of MRDT supported marketing, programs and projects  
MOVING FORWARD

Thinking about the intended outcomes of the Activate McBride Tourism initiative now, please think about the future of tourism experiences in McBride and broader Robson Valley.

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* 10. Rank the following product development streams from 1 (highest priority) to 4 (lowest priority).

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* 11. Using single words only, what makes McBride different or unique compared to other places to visit? Please be as specific as possible.

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* 12. The following guided experiences are promoted through the McBride Visitor Centre. Rank each guided experience for its potential to attract new visitors to McBride for overnight stays.

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* 13. What are some key tourism product development opportunities in McBride? (Please be specific as possible and use new opportunities or improved experiences).

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* 14. The following natural tourism experiences are currently promoted by the private sector within McBride and surrounding region. In your opinion, what is required to support increased visitation / guided tour bookings to these tourism opportunities? Pick up to 3 natural experiences and provide your comments.

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* 15. Where do you feel McBride can best differentiate its tourism products?

  1 - Low Potential to Grow 2 3 - Some Potential 4 5 - Strong Growth Potential Don't know
Skiing & Snow Boarding (Alpine) 
Nordic Skiing
Snowshoeing
Winter Programs - i.e. Igloo Making, Winter Survival Training etc.
Park Trail Networks
Snowmobile
Signature Events
Mountain Biking
Rock Climbing
Festivals and Events
Helicopter Tours
Conferences, Meetings, and Weddings
Long Distance Cycling - Cycling / Motorcycling Robson Valley
McBride Peak - Hiking 
Horseback Riding 
Fraser River - Fish / Float / Boat / Tours
Guided Learning Experiences 
Ancient Forest 
Camping
Circle Tours
Hwy 16 Interactive Tourist Stop
Experiential Accommodation - i.e. Sleep in a Rail Car

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* 16. Where do you feel McBride can take actions that enable the tourism industry?

  1 - Low Potential to Grow 2 3 - Some Potential 4 5 - Strong Growth Potential Don't know
Wayfinding Signage 
Ground Transportation / Roads
Downtown Enhancement
Town Highway Entrance Development and Revitalization
Signature Events
Arts / Culture / Heritage / Performing Arts
Small Meeting Space - Indoor / Outdoor
Housing (Choice / Affordability)
Attracting More Accommodation 
Sport Tournament Vision / Attraction
Expanded / Enhanced Outdoor Recreation Amenities
Public Art
ICT Infrastructure (cellular coverage, broad band networks etc.) 
Safety and Security 
Beautification Initiatives 
More Aggressive Brand / Marketing
Additional Camping, Glamping, Pod Hotels / Hostels
Brew Pubs 
Merchandising 
Parks, Trails and Related Infrastructure

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* 17. What key challenges are holding back our tourism development ambition? What's missing?

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* 18. What can we do to make the outdoor experience in and around McBride unique?

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* 19. The primary purpose of the MRDT is to market and promote the tourism opportunities within McBride and surrounding region to its visitors. In your opinion, how much of a priority should Tourism McBride place on each of the following marketing activities?

  1 - Not a Priority 2 - Low Priority 3 - Medium Priority 4 - High Priority 5 - Essential Don't know
Packaged Vacations
Special Events, Festivals 
Tour Guide Operator Partnerships
Expanded, New and Improved Traveler Accommodations
New Highway-Oriented Rest Stop at Entrance to McBride
VIA Rail Experience (i.e. New Hostel Accommodation, Increased Rail Car Experiences, etc.)
7 Day a Week Tourism Services (i.e. Brew Pubs, Groceries, Outback Supplies, Activities, etc.)

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* 20. Destination marketing organizations take on a wide range of activities outside of marketing and promotion to help grow tourism in communities. As described earlier, this survey will be used to assist in McBride's strategic planning.

In your opinion, how much of a priority should McBride's Tourism Committee place on each of the following program areas?

  1 - Not a Priority 2 - Low Priority 3 - Medium Priority 4 - High Priority 5 - Essential Don't know
Supporting Tourism Product Development (i.e. providing research, tourism insights and / or by identifying opportunities)
Industry Development (i.e. working with industry to develop skills and capacity that ensure outstanding tourism experiences)
Trip Planning (i.e. ensuring visitors have the information they need while planning their trip to McBride)
Visitor Services (i.e. ensuring visitors have the information they need while in McBride and preparing to set off to outback experiences)
Transportation (i.e. communicating tourism perspectives to transportation managers to ensure smooth flow of people to / within McBride and surrounding region)
Community Relations (i.e. working with the community McBride community on behalf of the tourism industry)
Marketing Research and Industry Performance Tracking (i.e. accurately measuring industry and McBride performance)
Community Planning (i.e. ensuring McBride plans for tourism while moving forward)
Destination Management (i.e. managing the MRDT, working with provincial, regional, and community organizations to advance tourism in McBride and the greater Robson Valley)
Communication about the value of the tourism industry to the broader McBride and region community

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* 21. Thank you for taking the time to provide your input. Do you have any other comments or ideas for the Activate Tourism McBride or the McBride Tourism Committee?

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