Published on : Friday, December 29, 2017
Marsha Walden, president and CEO of Destination B.C., states that it’s a balancing act to hearten visitors to come at the same time justifying their influence on the environment as well as residents.
“Occasionally, you will see some of the Whistler trails that are bogged down by over-enthusiastic locals as well as tourists,” she said. “When a big cruise ship comes into downtown Victoria, you feel the crush of people in the downtown core.”
Walden defined these “crush periods” as intermittent as well as seasonal. Few attractions have blown up in terms of popularity.
For instance, Joffre Lakes witnessed more than 159,000 visitors in 2017 — up from 10,000 in 2013.
“To a certain extent, we can’t control that enthusiasm,” Walden said. “But what we [don’t do] is continue to promote those particular locations that are feeling the crush of people.”
That signifies that marketing not so known places at the time of pinch points, she said, and trying to scatter the rush of visitors in and around the province.
“We are very conscious of maintaining the social licence that we have with British Columbians so that they continue to embrace the travellers that come here,” Walden said.
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