December 20th 2022

Study Tour - part II - Canada

Welcome to British Columbia

After five fascinating days in New York, the students went on to British Columbia in Canada. In Vancouver, the students explored the city on foot and by boat together with Prof. Peter Williams. During the tour, the students discovered the city's tourist "experience economy". The cultural diversity of the city, shaped by the "First Nations", was impressively illustrated to the students during a visit to the market on Granville Island.

The following day was the Canadian holiday "National Day for Truth and Reconciliation" and was marked by the reappraisal of the history of Canada's indigenous population. This topic was also part of the lecture series of "Destination BC" and "Destination Think!". Richard Porges gave an overview of tourism in British Columbia, the activities and strategic goals of the DMO Destination BC and the involvement of First Nations in tourism activities in British Columbia. In his presentation, William Bakker explored the question of what authenticity means in tourism and how "authentic" marketing and branding can be integrated in tourism. They continued to Squamish for the Sea to Sky Gondola, a destination for tourists and locals to enjoy hiking with a magnificent view of the mountains and the Pacific Ocean.

Next, they continued on the Sea To Sky Highway to Whistler, where a beautiful fall scenery awaited the students. The students explored the Whistler-Blackcomb Olympic Ski Resort with a ride on the Peak2Peak Gondola, gaining insights into ski resort development and planning from Eric Callendar. Prof. Peter Williams also accompanied the tour group to Whistler where the students learned about destination governance in Whistlers, the aftermath of the Olympics and First Nations involvement in tourism activities in Whistler during a walking tour. A presentation at the DMO "Tourism Whistler" by marketing manager Helena Cox completed the visit to Whistler and gave insights into marketing activities and product development.

Next stop: Las Vegas!