As summer begins, B.C. is already seeing fewer tourists than usual this year, according to Peter Williams, director of Simon Fraser University's Centre for Tourism Policy and Research.
But local businesses and agencies can attract visitors from neighbouring communities with festivals and unique shopping and outdoor activities, he said.
"It's going to be a tough summer to haul people from longer distances," Williams said, adding European and U.S. tourism markets have been affected by the current economic climate.
"People around the world are staying a lot closer to home," he said.
The American market is also affected by border crossing challenges and Canada's strong dollar, Williams added.
"It's going to continue to plague us for awhile," he said of the global economic situation.
This means communities need to focus on attracting visitors from shorter distances, he said, but the challenge is getting them to stay for longer than a day.
Offering packages including stays at a local hotel, combined with festivals, shopping or other opportunities, is one way to address that challenge, Williams added.
"It really is about family in this case," he said. "Get them to have an adventure closer to home."
While stay-cationers are also a good potential market, Williams pointed out, it doesn't bring new money to local economies.
"We're substituting ourselves for international travellers, but it doesn't bring in new, fresh dollars to the community," he said. "It just recirculates dollars."
However, holding street parties and cultural festivals is a great way to build community support, as well as attract visitors, he added.
"It creates a buzz and a dynamic in the community that keeps everyone feeling like they're part of something bigger," Williams said.
Burnaby strives to do that with its Deer Lake concerts, sporting and other events, according to Matthew Coyne, executive director of Tourism Burnaby.
"We've got a strong season of upcoming events," he said, mentioning the recent Bon Iver concert, and upcoming Foster the People and Florence and the Machine shows, the Burnaby Blues and Roots Festival, and the Vancouver Symphony Orchestra's Symphony in the Park.
"These are all strong events that bring people to the city," Coyne said, adding Tourism Burnaby has also been working to promote the Burnaby Village Museum this year.
Burnaby is also a draw for sports fans, with Rugby Canada hosting Georgia here on June 23, and hosting the international Vancouver Rugby 7s event in July, he added.
The B.C. Seniors Games are also taking place here later this summer, Coyne pointed out.
One of Burnaby's largest markets is B.C., and Tourism Burnaby works to attract visitors from Vancouver Island and the Interior, he said.
But U.S. destinations are a big draw as well, he added.
"British Columbia is one of our strongest markets, but we're seeing our B.C. travellers cross the border to take advantage of the strong Canadian dollar," Coyne said.
Thus far, the market in Burnaby has been flat in comparison with last year, he added.
Tourism Burnaby is using its blog, as well as social media accounts, to access more potential visitors, according to Coyne.
Tourism New Westminster is also using social media to attract people to the city, according to Tej Kainth, Tourism New Westminster's marketing coordinator.
The stay-cation market has been a strong one for the past couple of years in New Westminster, she added.
Tourism New Westminster has been reaching out to attract visitors from Metro Vancouver, the Fraser Valley, and the Interior, Kainth said.
"We're really targeting people in our own backyard to hang out in New Westminster and check us out," she said.
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