67 2024 Annual Report | CITY OF CHILLIWACK CITY OF CHILLIWACK | 2024 Annual Report 66 TOURISM CHILLIWACK 2024 HIGHLIGHTS Tourism Chilliwack enhances the city's visitor economy while fostering a sustainable tourism industry. Established in 1998 as a subsidiary of Chilliwack Economic Partners Corporation (CEPCO) and incorporated in 2006, it operates as a Destination Management Organization (DMO), promoting attractions, accommodations, restaurants, and events to support local businesses and keep Chilliwack a vibrant destination. Through advocacy and collaboration with local and provincial governments, Tourism Chilliwack prioritizes tourism in policy and planning while ensuring responsible growth that preserves the city's natural and cultural heritage. We aim to be leaders in reconciliation, developing the Sí:yá:ya Yóyes – Friends Working Together Plan to guide our organization towards meaningful partnerships with Indigenous communities, aligning with the National Truth and Reconciliation Plan and the United Nations Declaration on the Rights of Indigenous Peoples (UNDRIP.) By balancing economic impact, sustainability, and cultural respect, Tourism Chilliwack helps shape the city as a thriving, welcoming destination for visitors and residents. 25,600 INSTAGRAM FOLLOWERS 134,900 FACEBOOK REACH 170,000+ USES OF #SHARECHILLIWACK 407,000+ ORGANIC VIDEO VIEWS ON INSTAGRAM Holly Jolly Campaign – Media coverage reached 450,000+ views. – Viral videos and a Global BC feature amplified awareness. – Established Chilliwack as a top holiday destination with festive events, light displays, and stay-and-play packages. Dine Chilliwack – Showcased 12 local restaurants to help increase dining traffic during slower season. – Collaborated with Chilliwack Ford, Around Chilliwack and Culture Co. – Provided businesses with professional marketing support ensuring strong visibility and engagement. Meet the Protectors - Eddie Gardner – Final installment of the series highlighted Eddie Gardner, a Stó:lō Elder and Sqwá First Nation Councillor. – Partnered on the Salmon, Cedar, and Water Event at the Great Blue Heron Nature Reserve and sponsored a Unity logo at the new pavilion, in honour of his work. – Feature received a positive response reinforcing inspiring stewardship and respect for Chilliwack's natural resources. The Fraser Valley Group – Continued collaboration with The Fraser Valley Group and Destination BC to promote the region year-round. – Enhanced thefraservalley.ca website, updated the Experiences Guide, and expanded the Awaken Your Senses campaign. Partnerships – Continued building partnerships that support local businesses, cultural events, and visitor experiences. – Collaborated with the Fraser Valley Regional District (FVRD) and the City for infrastructure projects. – Supported events for District 1881and downtown area. – Sponsored the Pride Festival and Mural Festival. Chilliwack Heritage Park – Continued high attendance rate at market shows. – Continued repairs to maintain physical integrity of the building and site. BC Bob – Partnered with Bob Kronbauer (BC Bob), founder of Vancouver is Awesome, to showcase local hidden gems through 15 social media videos. – Campaign amassed 7.3 million views highlighting businesses like Botanica Flower Festival, The Royal Hotel, and The Hazelnut Inn. Mobile Visitor Services Continued to provide on-the-go support in various ways including: – Engaging the Community: fostered local pride & encouraged residents to become ambassadors for the city. – Enhancing Visitor Experiences: provided personalized recommendations and insights to help visitors discover local events and outdoor adventures. – Expanding Local Merchandise: continued expanding merchandise offered online and in-store. – Strategic High-Traffic Locations: setup mobile services in key visitor areas ensuring accessibility and convenience for those seeking guidance to explore the city.
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