Brief: Tourism Revelstoke unveils plan for year ahead

Tourism Revelstoke has a plan to revitalize the industry and take advantage of the unique opportunity the global pandemic has presented.

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The gondola at RMR. Photo: Revelstoke Mountain Resort

You’d be hard pressed to find a town more familiar with the effects of the global pandemic on the tourism industry than Revelstoke. With tourism as one of its main industries, it comes as no surprise that the town’s destination marketing organization is gearing up to put significant effort into attracting more visitors while working closely with the community to revitalize the industry.

Tourism Revelstoke recently released their 2022 tactical strategy to the public. In a monthly newsletter, they specify that they will put a strong focus on rebuilding tourism through marketing and begin developing a more sustainable tourism model.

“For 2022, the heart of our plan is to increasingly move towards managing Revelstoke as a destination,” Tourism Revelstoke brand and content manager Robyn Goldsmith said in a statement. 

“The pandemic has given us an opportunity to maneuver and think strategically about how to address the broader opportunities and challenges of tourism in Revelstoke.”

The marketing aspect of Tourism Revelstoke’s one-year tactical plan details a shift in focus from traditional advertising to developing more brand awareness through destination pieces. They also plan to increase traffic on their website and grow the value of their online referral engine while providing visitors with useful content. 

With the importance of social media presence and influence more obvious than ever, Tourism Revelstoke also hopes to further ​​promote bookable experiences and encourage direct bookings through new summer and winter social media campaigns. They’ll also focus on “earned media,” by targeting and partnering with media and influencers to provide memorable experiences and generate positive coverage of the town as a destination.

As a more rural community, one of the challenges the tourism industry in Revelstoke faces is the town’s accessibility geographically. Tourism Revelstoke’s strategic plan details efforts the organization will take to make travelling to the town more appealing to visitors, from publishing blogs on how to make the roadtrip a bit easier, to spreading awareness of the Kicking Horse Canyon Highway Expansion Project.

Tourism Revelstoke also aims to continue to increase visits to the Visitor Centre and attract meetings, conventions and other events to the town in an effort to bring new visitors to the area.

Another goal for the year ahead is to engage the community and create additional opportunities for input by encouraging more stakeholders from local businesses to be involved with the organization’s board of directors. 

“Our central goal statement is that every dollar we spend in marketing should have a reach over and above just promotion,” Goldsmith said. “We want to ensure that our community derives the maximum benefit from visitation, and that tourism in Revelstoke develops in a sustainable and positive way.”