Is sa国际传媒淪uper, Natural British Columbiasa国际传媒� placing enough value and importance on the provincesa国际传媒檚 nature?

This is the concern expressed in a talk by Kathy McRae executive director of the Commercial Bear Viewing Association and co-chair of the Adventure Tourism Coalition.

McRae spoke on Nov. 16, at the Cariboo Chilcotin Coast Tourism Associationsa国际传媒檚 annual summit held at the Ramada by Wyndham in Williams Lake.

Cariboo Chilcotin Coast Tourismsa国际传媒檚 area is sa国际传媒渁n adventure tourism destination,sa国际传媒� noted McRae, who said she was blown away with what she saw upon coming to the region for the first time last October.

sa国际传媒淚t was stunning, I get the sa国际传媒楲and without Limits,sa国际传媒檚a国际传媒� she said of a trip to the Chilko River.

She called the marketing of British Columbia as Super, Natural British Columbia almost a case of false advertising, however. Putting up an image of a large clear cut, McRae noted how both the public and the government tend to turn a blind eye to this reality.

McRae said land use issues exist and have for a long time in the province, though on the hopeful side, she said there are people in government now listening to what the industry has to say. McRae said potential legislation changes are proposed which could provide greater certainty for adventure tourism operators.

sa国际传媒淗appily, we do have some people in government right now who do understand what business is,sa国际传媒� she said, noting the Adventure Tourism Coalition supports reconciliation and the Declaration of the Rights of Indigenous Peoplessa国际传媒� Act (DRIPA).

sa国际传媒楾hatsa国际传媒檚 whatsa国际传媒檚 different about front-country tourism and back-country tourism is the relationships that we have with the First Nations on whose traditional territories we operate. Itsa国际传媒檚 respectful, itsa国际传媒檚 long-standing in most cases and itsa国际传媒檚 something that operators want to have,sa国际传媒� said McRae. She said DRIPA has not brought clarity, which is what operators are looking for.

She said most adventure tourism operatorssa国际传媒� values align with those of First Nations in terms of a light footprint on the land and land stewardship.

sa国际传媒淏ackcountry tourism thrives off of the natural land.sa国际传媒�

McRae said updates to the legislation and land-use could provide certainty and clarity for the backcountry tourism industry and ensure the resources are protected to encourage investor confidence.

sa国际传媒淚tsa国际传媒檚 a key financial driver for B.C..sa国际传媒�

McRae pointed out the tourism industry was a $22 billion industry in the province in 2019.

Adventure tourism accounted for $3 billion of the $22 billion.

Though the industry took a hit during COVID, tourism has been rebounding, with the Province of B.C. statistics reporting $13.5 billion in revenue for tourism in the province in 2021. According to the province, tourism generated $5 billion in direct contributions towards B.C.sa国际传媒檚 gross domestic product, more than forestry and logging ($1.5 billion), more than oil and gas ($4.5 billion) and more than agriculture and fishing ($3.3 billion) in 2021.

While McRae acknowledged the other major industries in the province are important, so is tourism. While the majority of tourism jobs in the province are in Vancouver-Lower Mainland, the fastest growth in the industry for the past decade has been in the Cariboo Chilcotin Coast which grew by 50 per cent.

McRae spoke at the Cariboo Chilcotin Coast Tourism Associationsa国际传媒檚 annual summit and annual general meeting which took place Nov. 15, 17 and 18 in Williams Lake.

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