2020 Annual Report

Annual Report 2020 45 Tourism Chilliwack Inc. 105k+ USES OF #SHARECHILLIWACK 46,462 VISITORS TO HERITAGE PARK 16.3k INSTAGRAM FOLLOWERS 9,136 FACEBOOK FOLLOWERS Tourism Chilliwack was established in 1998 as part of the Chilliwack Economic Partners Corporation (CEPCO). The organization was created to forge a partnership between the City of Chilliwack and the tourism industry, to promote growth and diversification and to increase the economic impact of tourism. In 2006, Tourism Chilliwack became incorporated, with the City of Chilliwack as its sole shareholder. They are a non-traditional Destination Marketing Organization (DMO), which has a business function but also conforms to governance policies and undertakes strategic planning. 2020 HIGHLIGHTS 9 Website advancements easily let visitors make travel decisions and find businesses. 9 Implemented niche cooperative marketing initiatives: Cultus Lake, Biking Guide, Circle Farm Tour, Hiking Guide and the Sunflower Festival. 9 Pre-COVID-19 Chilliwack Tourism Online Sentiment Index Score was 65 which is in the high range of the competitive set (outdoor oriented communities). 9 Improved seasonal dispersion of events and activities - increased social contact and deployed social media strategies to disperse high impact visitation areas. 9 New Mobile Visitor Services aka “Winston” the RV • Connected to residents - built community pride and encouraged residents to be tourists in their own backyard. • Expanded Chilliwack merchandise line and sold onsite. • Serviced existing visitors to ensure a more enriched Chilliwack experience. 9 Meet the Maker Video Series • Showcased local people using their passion and talent to make our community a better place to work, play and live.