One of Cariboo Chilcotin Coast Tourism Association’s managers recently praised tourism operators in the region, saying what they have been through is a test to any human being.
Patti Gerhardi, destination experience manager (DEM) for the Gold Rush Trail North and Cariboo, made the comment while appearing as a delegation at the Cariboo Regional District (CRD) board meeting Friday, March 1 to give an update.
“We are just so grateful they are willing to carry on,” she said of the operators, citing COVID, wildfires and floods as challenges operators have recently faced.
“The economy has not bounced back yet so we have to be here to help and protect them.”
She said the CCCTA wants to be part of the cure and can do it collaboratively while working with organizations like the CRD.
Statistics gathered by the CCCTA indicated visitor numbers from the U.S. and Germany are growing again.
“The CRD as a whole is above the curve in the referrals coming through the CCCTA website. There is still that romance about the outdoors, the ranching life and Indigenous culture.”
A downloadable travel guide has been translated into various languages and the CCCTA’s newsletters are a good way to access information about the CCCTA, Gerhardi said.
Joining Gerhardi on the destination experience management team are Judith Call for the Chilcotin and Coast, as well as accessibility for the region, and newly-hired Troë Weston for the Gold Rush Trail South.
DEMs are the first point of contact with operators and are required to go out in the field and meet with them.
“If they need information, they know they can call us,” Gerhardi said.
In their roles, the DEMs also want to connect with local governments, such as the CRD, she added, noting the DEMs will be reaching out individually to gain updated content about each community in the region.
“We also like to go out and have community meetings,” she said.
Looking back to the AGM held in Williams Lake in November, Gerhardi said they doubled the number of attendees over the previous year’s 34.
Eric de Vries, electoral Area L director (Lone Butte and Interlakes), said he has been approached by some operators on the Fishing Highway Association who asked where the money collected through the Municipal and Regional District Tax (MRDT) Program applied to short-term accommodation is going?
“The CCCTA spends $750,000 on marketing with the MRDT,” de Vries said. “There is no shortage of MRDT money in the pot I would say.”
Gerhardi responded the MRDT spending is very restrictive on what it can be spent on.
De Vries pressed further asking what the CCCTA does to support local associations with their marketing and asked if in order to get money they have to match the funds?
“If it is a co-op program, yes, ” she replied.
De Vries said people have bought into the MRDT program and want to know how it is coming back to them, to which Gerhardi said every partner that signs up is part of the CCCTA marketing campaign globally.
Responding he said the marketing efforts globally are great but what about the local marketing?
“I would like to start the discussion,” he added, to which Gerhardi said she will get Rodrigo Landim, the director of marketing to contact the Fishing Highway Association.
John Massier, electoral Area C (Bowron Lake, Barlow Creek, Barkerville) thanked Gerhardi for her presentation and asked if she would remind her federal colleaguges about Barkerville’s upcoming 100 year anniversary as a designated historic site.
CCCTA has operated for 61 years and Gerhardi has worked for the organization off and on since 2013.
Having been in the Cariboo for 35 years, she is able to draw from the network she established through the years.
“I have always advocated for tourism and tourism businesses,” she said, adding anyone who has any ideas to please call her.
Gerhardi and Call were scheduled to present to the city of Williams Lake at the committee of the whole meeting Tuesday, March 5.
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