Morice Land and Resource Management Plan

Location Analysis

Requirements for such and opportunity are:

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  An assessment of attractions and activities that would appeal to the wholesale travel trade, as opposed to the retail travel trade.
  
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  Determine a product development strategy that is designed to improve physical infrastructure that visitors require.
  
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  Assess the stage of market-readiness tourism operators are presently in, and whether they have the capacity to deliver rates and services to wholesalers.
  
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  Determine thematic image for the Morice Area that can send a clear and consistent marketing message that sets it apart from other product offerings.
  
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  Employ a Tour Design Consultant that would make recommendation as to what wholesale products could be offered along with itinerary development.
  

Marketing to the wholesale travel trade differs from marketing tour packages to the retail trade; presently the NBCTR will market self-guided itineraries where visitors will pay for services and accommodation directly. However, group travel may require that visitors pay for a variety to tours and services within a single transaction. While accommodators can legally handle a multi-experience transaction, any other entity would have to be a Licensed Travel Agency in British Columbia.

Market Analysis

Determining market potential for travel packaging would have a more accurate and positive forecast within a region already branded as a destination. Morice like all of Northwest BC is largely underdeveloped when it comes to tourism with the entire northwest representing 5% of total tourism expenditures in the province. At best, a visitor most interested in small group travel within a tour package could be characterized as a non-resident and likely a long-haul visitor from eastern Canada, the US or overseas. However, such visitors may still arrive as fully independent travelers (FIT’s) in a rented motorhome from Calgary or Vancouver.

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  For the next 20 years the residents of developed nations aged 55-75 will increase substantially. These individuals will have the time, the discretionary income and the desire to travel.
  
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  North American markets are aging, as the baby boomers mature. This is creating a new set of vacation needs and experiences, and pricing structures to match a market that is healthier, has increased disposable income, and is retiring earlier.
  
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  The baby boomers market will also contribute to the growth of the learning vacation market. This niche product attracts the highly educated, well-traveled baby boomers.
  

Consumer Attitude Shifts

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  The "Getaway" Market. As a result of a time-pressured society increasingly seeking relief when it is possible, more frequent, shorter vacations (break-a-tions) are the result. An increase in "cross-over" trips, combining business and pleasure are evident. While the pattern has been to shorter distance travel, recent trends indicate that people will travel long distances on short breaks that pamper or represent a unique experience.
  
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  Travelers everywhere are seeking out unique and diverse experiences that are authentic to the place they are visiting.
  
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  Increasing acceptance of the value of other cultures will greatly broaden the range of facilities, events and attractions of potential interest to tourists.
  
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  There is less large group travel. Smaller groups and fully independent travel represent markets that are harder to identify, develop products to support, and market to. There is an increase in specialized or niche markets that want specific products and experiences. This is changing the development focus from large resorts and hotel properties, to more intimate facilities and services such as lodges, country inns, bed and breakfasts, and small all-suites hotels. Tour products are becoming more flexible, less structured and customizable.
  
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  A growing area of tourism development in many destinations will be organized travel that protects tourists from crime, health and security threats.
  
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  An increased emphasis on special interest tourism - such as cultural, educational and professional development travel - may greatly strengthen and enrich the meaning of the travel experience.
  
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  An increased emphasis on "human relationships" may encourage new forms of tourism in which contact between hosts and guests is less superficial. People are becoming as important as places, and the collecting of interactive, novel experiences versus site visits or things is growing in interest.
  

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