STAKEHOLDERS:
ABOUT TOURISM COWICHAN
T
ourism Cowichan was
founded in the spring of 2003 as a regional marketing
organization to promote the natural beauty, heritage attributes,
extensive hiking and biking trails systems, eco-tourism and
recreational attractions and scores of events occurring in the
region. The association is also a strong supporter of our many
crafters, galleries and unique shopping opportunities in the
Cowichan Region. Tourism Cowichan works in close partnership
with our five Chambers of Commerce, Downtown Business
Associations, festival and event organizers and all tourism
related businesses in the Cowichan Region.
The region is located in British Columbia on Southern Vancouver
Island between Victoria and Nanaimo and covers an area of
373,000 hectares or almost 922,000 acres. This attractive region
ranges from the Yellow Point/Cedar district south to Goldstream
Provincial Park and includes the scenic Malahat Drive. The
Cowichan stretches right across Vancouver Island from the quiet
and beautiful east coast to the untamed west coast, including
the world famous West Coast Trail.
Tourism Cowichan is a committee of industry professionals
operating under the direction of the Cowichan Region Economic
Development Commission. Our mandate is to represent all
businesses in the region and to promote ‘The Cowichan’ to
everyone from British Columbia tourists to all international
travellers.
The goals of Tourism Cowichan are to generate increased visits
to The Cowichan Region and build repeat business; to encourage
additional visitor spending throughout region; and to encourage
extended stays in ‘The Cowichan’.
Feedback is encouraged from tourism businesses, committee
members and partners to assist the association in keeping up
with current market demand and product offerings. Regular
newsletters are sent out to all interested businesses, community
organizations and Municipalities to inform them of upcoming
initiatives, educational events and partnership opportunities.
The Tourism Cowichan annual marketing plan is focused on
advertising and marketing outside the Cowichan Region. The plan
was developed by industry professionals and endorsed by Tourism
Cowichan and the Cowichan Region Economic Development
Commission. Implementation of a comprehensive marketing strategy
is now underway. This involves partnerships with many of the
tourism businesses within the region, corporate sponsorships and
shared marketing with Tourism British Columbia, Tourism
Association of Vancouver Island and Tourism Victoria.
Tourism Cowichan is funded through the Cowichan Valley Regional
District. These funds are being significantly leveraged for an
excellent return on investment for the businesses and residents
in the region. The support of regional government is an
important and integral component of Tourism Cowichan.
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