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A main strategic objective for Tourism
Chilliwack is to increase overnight
visitors to Chilliwack. A range of
programs and services are offered
to engage the tourism industry and
the community in working together
toward this objective. The overall
strategies are well-balanced and include
visitor services, marketing, sector and
partnership development and a business
minded approach that allows the
organization to explore non-traditional
opportunities for revenue generation
and the provision of services.
In January 2012, Tourism Chilliwack
added facility management to the list
of services provided when they took
over the management of Chilliwack
Heritage Park operations and marketing.
This important community owned
trade and exhibition facility is home to
a wide range of events and activities
throughout the year. The objectives of
Tourism Chilliwack as manager are to
increase the economic impact of the
facility on the community, implement a
strategic plan that guides improvements
and capital investment, and ensure
operations remain financially
sustainable. There were 54 large scale
events, 34 smaller events, and a wide
range of evening rentals that attracted
approximately 165,000 people in 2012.
The Chilliwack Visitor Centre remained
a busy location in 2012 despite the
ongoing negative impacts of the global
economy on travel. The Visitor Centre
is open year round and benefits from a
highly visible and accessible location
alongside Highway #1. It receives many
positive comments on the amount and
quality of information available for both
local residents and visitors. Tourism
Chilliwack is proactive in exploring new
ways to provide visitor services and
takes advantage of highway signage,
social media, blogging, and other online
technology to accomplish this objective.
Tourism Chilliwack also provides the
materials necessary to properly market
Chilliwack as a visitor destination.
An extensive library of quality
high definition video footage and
photographs of Chilliwack and the
surrounding area has been compiled.
The community marketing materials
build upon the tag line ‘The Great
Outside’ and also include a Visitor’s
Guide, maps, and sector/activity focused
initiatives that promote agri-tourism, arts
and culture, hiking, and fishing.
The business minded approach of
Tourism Chilliwack provides expanded
revenue opportunities not dependent
upon government funding. Since 2007
Tourism Chilliwack has been the owner/
operator of the Chilliwack Flag Shop
franchise, one of twelve locations across
Canada. This business initiative better
utilizes the high profile nature of the
Visitor Centre by attracting people year-
round.
Led by a private
sector Board of
Directors, Tourism
Chilliwack was
incorporated in
December 2006 with
the City of Chilliwack
the sole shareholder.
Tourism Chilliwack
was originally
established in 1998
as a subsidiary of the
Chilliwack Economic
Partners Corporation
(CEPCO).
tourism
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city of chilliwack
| 2012 annual municipal report