A Sunshine Coast Tourism (SCT) representative appeared before qathet Regional District’s finance committee requesting stable funding for four years.
At the February 9 finance committee meeting, Annie Wise, executive director of the tourism organization, made a request for $12,000 to be written into a multi-year service agreement to coincide with the remainder of the municipal and regional district tax (MRDT) program period, for a total of $48,000 over four years. The MRDT is applied to short-term accommodations such as rentals and hotel stays.
Wise said the Sunshine Coast as a destination extends from Desolation Sound to Howe Sound. She said SCT is a nonprofit destination marketing organization and the mission is to build a strong and sustainable tourism economy in the region.
“We manage the MRDT on behalf of the region and that’s a job we took on with the support of all local governments, and a majority of hotel owners and the support from other tourism industry businesses across the region,” said Wise. “We collectively manage tourism well. When managed well, tourism is an incredible vessel for all sorts of things that make communities great. It’s an economic engine that supports job creation and creates a commercial tax base that helps pay for important public services.”
Wise said tourism also helps reduce reliance on heavy industry and creates a strong case for environmental conservation, cultural protection and preservation. It also attracts businesses and amenities that make this a great place to live, she added.
SCT receives funding from local governments, from tourism businesses in the region that participate in the various paid programs, as well as the MRDT program. Wise said the organization receives about $80,000 annually from local governments on the Sunshine Coast.
“That core funding provides us consistency and stability to base our operations on,” said Wise.
She said MRDT funds come from visitors when paying their accommodation bills, which is returned to Sunshine Coast Tourism for use on tourism marketing programs and projects in the region. The current MRDT program is in place until August 2026 and as part of the legislation, core funding from local governments must continue, she added.
“This is the primary reason for my request for you today, to enter into a longer-term funding agreement that matches the duration of the rest of our approved MRDT program,” said Wise. “It would be helpful to us for longer-term planning and also strengthen the relationship between our organization and your local government.”
Numbers show growth
Wise reviewed tourism statistics with the regional directors, which show a recovery in 2022 from the ill-effects of the pandemic.
“The numbers suggest impressive growth for the tourism industry,” said Wise. “We know as an organization that our work has begun. It’s more important than ever for Sunshine Coast Tourism to continue to support a high-quality visitor experience. We need to manage the destination collaboratively for the benefit of residents and visitors to this area.”
City of Powell River director Cindy Elliott made a motion to refer Wises’ request for multi-year agreement to staff, which carried.
Electoral Area D director Sandy McCormick asked with the loss of bus service to Vancouver, if that had any impact on tourism numbers.
Wise said it is difficult to say how much impact the loss of bus service has had.
“It is another area we want to continue to evaluate,” said Wise. “Our destination development plan is heavily focused on transportation challenges to our region. We want to continue to encourage product developments and supports.
“I believe that the Sunshine Coast Regional District board did approve the BC Transit bus service on the southern Sunshine Coast to actually go all the way to Earls Cove towards the end of the year. This would obviously be a huge benefit to qathet residents and travellers.”
