EVALUATING & ADAPTING
Monitoring the goals: These results will help indicate whether we are working on the right actions, or if we need to adapt our approach. The recommended set of goal indicators( below) is based on the relevant data currently available or available with a minor seed investment.
Existing data sources include organizations such as the Statistics Canada, BC Stats, Destination BC, Ministry of Finance, Kootenay Rockies Tourism, Tourism Fernie, Fernie Chamber of Commerce & Fernie Visitor Centre, Fernie Alpine Resort, accommodators and the City of Fernie.
Local data collection instruments include MRDT, accommodator data, event results and outcomes, RMI’ s RDS and MRDT reports, tourism operator sales systems, operator surveys, Tourism Fernie visitor and member surveys, Visitor Centre reports, and the City of Fernie resident surveys. Incorporating some of the key questions from the TMP engagement surveys would allow for some ongoing comparisons.
The following table outlines the indicators identified and recommended for monitoring and evaluating progress toward the TMP focus areas and goals.
DIVERSITY OF VISITORS YEAR ROUND
Goal: Recover from COVID-19 and grow visitors into multi-day, year-round economic and community contributors
Indicators:
• Total Annual MRDT( Recover / Grow / Maintain)
• Total MRDT by season( Recover / Balance)
• Visitation to core cultural tourism attractions( Recover / Grow)
• Total visitor spending( Recover / Increase)
• Increasing ADR
REMARKABLE VISITOR EXPERIENCES
Goal: Develop and enhance Fernie’ s visitor infrastructure, amenities, brand, tourism products, experiences and people
Indicators:
• Community Net Promoter Score( Increase)
• Percentage of tourism and non-tourism businesses participating in the Ambassador Program( Increase)
• Fernie Tourism Sentiment Score( Increase)
• Average length of stay by season( Increase)
• Percentage of TMP actions in progress or completed
“ Fernie is very fortunate to have a hard working Tourism Community. Working together to grow Tourism has been an ongoing process. The Tourism Master Plan is a great opportunity to really move our community further forward. By working together and presenting a united, thought out plan, there is no doubt Fernie will continue to develop as one of Canada’ s outstanding destinations.”
ADAPTING:
Is the process of adjusting to new conditions. A refocusing of efforts may be required as changes occur such as funding availability, consumer behaviour, resident sentiment, modifications in roles or leadership, political directions or accessibility to data. It is important to recognize and document when adaption is needed and to have the courage and resources to make adjustments.
COVID 19:
Adapting to the current pandemic and the business, community and market changes that have already begun will be an on-going challenge. To-date organizations and businesses have adjusted their protocols and services to better meet the new needs of industry, health authorities and consumers.
The Tourism Master Plan is an evolving plan with a strong focus on collaboration, communications between stakeholders and taking responsibility to support industry and community sustainability.
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Andy Cohen, General Manager, Fernie Alpine Resort
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