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Capitalizing on Tourism Opportunities

Whistler, as a brand and a destination, is becoming recognized around the world. But the Games will take this to a new level. An estimated three billion viewers will watch on television, 70 million Internet subscribers will watch online, and tens of thousands will gather in the resort every day. This kind of exposure is unprecedented and the goal is that it will result in incremental numbers of visitors in the years following the Games.

To ensure Whistler takes full advantage of its time on the world stage, Tourism Whistler is taking the lead in implementing and executing a plan that leverages tourism opportunities and brand awareness for Whistler – regionally, nationally and internationally.

Tourism has become a major partner in promoting the Games. The Canadian Tourism Commission, Tourism British Columbia, Tourism Vancouver and Tourism Whistler have formed a consortium that is working together to build programs and services to capitalize on the Games.

Whistler is keenly aware of the importance of providing an exceptional experience for locals and visitors including the thousands of media anticipated
to attend the Games.

And we have the opportunity to test our plans and measure our progress with major pre-Games sport and cultural events leading up to the Games in 2010.

Sustainability-related tourism; sport tourism; arts, culture and heritage; and new venues like Whistler Olympic Park, The Whistler Sliding Centre and the alpine venue at Creekside all contribute to telling a story of unprecedented value, of the beauty of the natural surroundings and our vibrant community.

Key Deliverables

Marketing Plan
Tour Operator Plan
Accredited / Unaccredited Media Centre
Visitor Information Services
Value Plan
Sport Events Plan
Integrated Arts, Culture and Heritage
Awareness Plan
Sustainability Brand Awareness Plan

Brand Protection Awareness
2006 Torino Opportunities Plan
2008 Beijing Opportunities Plan
Sport Tourism Plan
Promotion of New 2010 Venues
Accessibility Rating/Promotion Program
Pre-Games/Games-Time
“Open for Business” Plan

“Not in our wildest dreams could we afford that kind of publicity. We’re talking hundreds and hundreds of millions of dollars. It’s inestimable.”

— Myles Rademan, Public Affairs Director, Park City, speaking about the 2002 Games

SPOTLIGHT ON MEDIA

VANOC expects Whistler will host 3,300 media during the Games.
During the Games, the Whistler Media Centre will be located in the Whistler Conference Centre.
Canada's host broadcaster, CTV, has already established a full-time presence in Whistler in preparation for 2010. During the Games they will broadcast live, day and night.
Whistler media visit expectations for 2007 were exceeded by 35 per cent – at least in part due to incremental interest from the Games.
Sport events aren't only good for athletes and venue organizers. The 2008 Alpine World Cup event in Whistler drew 200 accredited media – double what was expected.

Media have been particularly interested in how VANOC is working towards a “sustainable Games,” which has opened the door to tell the story of Whistler's achievements around economic, social and environmental sustainability, accessibility and progressive community development.
Having more media in Whistler more often is broadening the perception of Whistler. The reputation of our mountains and snow is well-known, but the people of the community, who are the heart and soul, will help draw those visitors back year after year.
Although it's the winter sports of the Games that might initially draw media to Whistler, they're eager to learn about the “four-season” experience, and are returning to attend more of the arts, culture and summer sporting events as well as the culinary and wellness experiences.