Tourism Whistler has announced it will work strategically to take advantage of opportunities for growth in tourism following the announcement that China is granting Approved Destination Status (ADS) to Canada. “The Chinese travel market is considerable and will only grow in importance as that country’s economy grows and people’s means and desire to travel increase,” says Barrett Fisher, president and CEO of Tourism Whistler. “We are looking forward to the opportunity to compete with other countries and destinations to showcase all that Whistler offers to Chinese travellers, and to work strategically with our members and tourism industry partners to drive new business to our resort.” Whistler is a growing destination for Chinese tourists, and could come to represent a significant percentage of Whistler’s visitation in the future, says Fisher.
Tourism Whistler has undertaken sales missions to China in the past. However, ADS allows Canadian tourism organizations to work directly with the tour and travel industry in China and to develop opportunities for group travel from China to Whistler. Fisher says that Whistler’s vastly increased international profile due to its role as Host Mountain Resort of the 2010 Olympic Winter Games can be leveraged in China, where awareness of winter sports is growing and which will send a large contingent of athletes to the Games. Whistler’s proximity to Vancouver, a key gateway city between North America and China, also helps position itself as a destination for Chinese tourism. “There is lots of work to be done, but we will continue to develop and execute sales and marketing strategies designed to take advantage of this emerging opportunity,” says Fisher.