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Tourism

South Peace Region Value of Tourism Study
November 2009

The results of the Tourism BC Value of Tourism survey showed an overall total of 68% of fixed roof accommodations room base and 87% of RV/Campgrounds site base participated in the project. The total visitation was 227,800 people and resulted in Annual Direct Visitor Expenditures of $ 91,580,000.

In Dawson Creek a total of 70% of fixed roof accommodations room base and 91% of RV/Campgrounds site base participated in the project. The total visitation was 146,000 people and resulted in Annual Direct Visitor Expenditures of $54,940,000.

In the “Other South Peace” region a total of 66% of fixed roof accommodations room base and 84% of RV/Campgrounds site base participated in the project. The total visitation was 81,800 people and resulted in Annual Direct Visitor Expenditures of $36,640,000.

A total of 2361 fixed roof rooms and RV/ Campground sites are in the inventory used to determine the South Peace Value of Tourism. Based on the data gathered in this process 45,552 room and site nights were identified as being occupied by contract workers on a long-term basis. These rooms and sites and the associated revenue are not represented in these calculations.

Hello North Tourism

The Northeastern part of the region, which spans from the Peace River Valley to the Rocky Mountains, is mostly connected by the world-famous 1500-mile Alaska Highway. Drive along this historic route for an adventure in itself. Built during WWII, this highway takes visitors through the remote wilderness majesty of the Northern Canadian Rockies.

Key visitor types for Pouce Coupe and the Dawson Creek area are primarily leisure travellers, Free Independent Travellers (FIT) and groups via RV Caravans touring (en route to Alaska or other destinations) and special interests in events. Famous for Mile 0 of the Alaska Highway, the area attracts leisure visitors for day trips and overnight stays for tourists in transit en route to Alaska and regional markets for organized sports, recreation, entertainment, reunions, weddings. Business travel includes workers for the oil, gas and coal sectors and government employees for meetings. Traditional summer peak season has occupancy availability in fixedroof accommodations as Alaska-bound visitors typically travel in RVs and off-season fixedroof accommodators fill with business travel (workers for oil, gas, etc.). Market origin includes: Regional BC and Alberta, Canada other, US, Europe, Asia/Pacific.

The Pouce Coupe and Dawson Creek area has fourteen B&B/Cabins for a total of 29 units and 835 units. There are eleven RV Park/campsite facilities for a total of 492. Pouce Coupe has one RV/campsite at the regional park and three accommodation properties (two motels and one small vintage hotel.)  There is a mix of food and beverage service in Dawson Creek including Asian Cuisine, Fast Food, Pizza, Soup/Sandwich, Pubs/Lounge/Bars, Family Restaurants and Steak/Seafood and Pasta Selections for a total of 43 establishments. There is one Indian restaurants in Pouce Coupe, and a limited food store at the local gas station. There are five antique/gift stores in Dawson Creek.

Target Markets

Trends

National and international tourism trends show that visitor markets and the industry continue to change. Visitor motives for travel are becoming more attraction oriented and fundamentally different from the socially oriented free independent traveller of the past. Visitors are also seeking more convenience, more learning and educational experiences and safer outdoor recreation activities.

Outlook

The long-term outlook for tourism in BC and the region is positive. In the short term, the best opportunities are to continue expanding the existing market base in the regional and short-haul BC markets for events while long-haul markets will be in decline.

Targets

For Alaska-bound travellers, targets include US, Canada, Europe and Asia/Pacific. For the event mix of conventions, travel shows, consumer shows, family shows and concerts, key targets include the Peace Region, which is a large geographic area with unique topography. The overall population is approximately 221,465 disbursed over a vast landscape that is roughly the size of California and is largely comprised of agricultural and forested lands. Major communities by radius and population:

  • 150 km radius of Dawson Creek, population 133,295: Dawson Creek, Fort St. John, Tumbler Ridge, Chetwynd, Pouce Coupe, Taylor, Grande Prairie, Spirit River, Rycroft, Wembley, Sexsmith (included are portions of Counties, Municipal Districts and Regional Districts)
  • 200 km radius of Dawson Creek, population 7,010: Hudson’s Hope, Mackenzie, Grimshaw, Valleyview (included are portions of Counties, Municipal Districts and Regional Districts)
  • 300-400 km radius of Dawson Creek, population 81,160: Fort Nelson, Peace River, Fox Creek, High Level, Grande Cache (included are portions of Counties, Municipal Districts and Regional Districts)

Tourism planning and development is a continuum. As one milestone is achieved, there is typically another to strive for as the community moves through the destination life cycle, which includes the early stages of development planning (vision and plan), growth (product development), maturity (products from the vision are achieved and the destination is being utilized by the target markets), decline or rejuvenation (the destination requires redevelopment or it will decline, losing market share and economic impact).  Both Dawson Creek and Pouce Coupe have expressed an interest in working more closely together. While at different stages of development in the destination lifecycle (Pouce Coupe – visioning and planning; Dawson Creek – growth and product development), the visitor experience can be enhanced through investments in infrastructure, product and industry development. The area has potential to capitalize on the regional opportunities through event development while long-haul markets are in decline due to the economy and eventual demographic shift. The long-term success of tourism development effort will be dependent on the recognition that it takes a community of stakeholders to deliver a positive visitor experience, as each component is interdependent.