[Bcma-l] FWD: CMA Clipping Service - Road Map for Tourism
bcma-l@museumsassn.bc.ca
bcma-l@museumsassn.bc.ca
Thu, 19 Feb 2009 09:09:49 -0800
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An interesting article from the CMA/AMC: Feb 19 Clipping Service:</span></=
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<b>EDITORIAL</b></span></font>
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<b>A road map for tourism sector</b></span></font>
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Toronto Star, Tuesday, February 17, 2009</span></font>
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While we don't often look at it this way, tourism is a major sector in
the Ontario economy, with $22 billion in business – or more than the=
whole primary sector (including forestry and mining). At its peak, the
tourism sector employed almost 200,000 Ontarians.</span></font>
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But lately the sector has fallen on tough times, due not only to the
global economic slump but also to the thickening of the Canada-U.S.
border, the revaluation of the dollar and high gasoline prices –
although these last two factors have moved in a more favourable
direction in recent months.</span></font>
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Also, it must be said that many of our attractions are getting tired. </sp=
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Timely, then, is last week's report on the future of tourism in Ontario,
Discovering Ontario, prepared under the direction of former
provincial finance minister Greg Sorbara. Rather than a prescription
for what ails tourism, Sorbara's report is a road map to a rejuvenation
of the industry.</span></font>
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The report sets an ambitious goal – a doubling of tourism in the
province by 2020 – and suggests various ways to get there, including=
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- Invest more in cultural attractions. While crediting recent
investments in the Royal Ontario Museum and the Art Gallery of
Ontario, among other institutions, the report adds: "In comparison to=
the level of investment by competing jurisdictions around the world,
Ontario is falling behind." Specifically, the report recommends the
revitalization of Ontario Place to make it the "province's showpiece&=
quot;
for the celebration of Canada's sesquicentennial in 2017.</span></font>
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- Impose "destination marketing fees," such as are now in effect=
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Toronto area, on hotel rooms across the province. The report suggests
such fees could raise almost $100 million to market Ontario's regions.</sp=
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- Expand our horizons beyond U.S. border states to attract tourists
from as far away as Mexico, Brazil, China and India as well as
Quebec and American cities like New York and Chicago.</span></font>
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- Make Ontarians more welcoming to visitors by developing a "pride
of place" in ourselves. "We have not yet established a culture o=
f pride
in our province," says the report.</span></font>
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- Improve training of hospitality workers through programs in our
colleges and universities. "There is a labour shortage in this indust=
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says the report.</span></font>
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These are worthy ideas. It is unfortunate that media attention has
focused instead on the cost of the report – $4.1 million, much of it=
spent on background studies by consultants. If it helps revive a
tourism industry worth so many billions to Ontario, it will have been
money well spent.</span></font>
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_______________________________</span></font>
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Jim Harding, ED</span></font>
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BC Museums Association</span></font>
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(250) 356-5694</span></font>
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