TravelDailyNews: What are your expectations for the tourists` arrivals and tourism expenditures in Whistler during this winter period?

Ian Dunn: Based on Tourism Whistler’s research, we are forecasting a 3.5 per cent increase in room nights booked this winter season (Nov – April) compared to 2005/2006.

TDN: Which countries contribute more to Tourism Whistler’s incoming tourism? Can you give us a percentage from Europe and US?

I. D.: Whistler’s primary market is domestic. Internationally, we welcome more visitors from the United States than any other country in the world. If we were to speak in terms of percentages, the top three markets are represented by Canada, which makes up about 40 per cent of our overall visitors, followed by the US which represents approximately 30 per cent and Europe with about 15 per cent.

TDN: Whistler is one of the top destinations in the winter period. Which are the factors that make the destination so popular?

I. D.: Whistler really sets itself apart through a unique combination of character traits. There are the natural gifts that Mother Nature provided – including the two massive mountains of Whistler and Blackcomb, a temperate rainforest, pristine glacial lakes and an abundance of wildlife including black bears, eagles, coyotes and marmots. Plus, we have the cosmopolitan amenities of a cobble stoned pedestrian village with dining, shopping and accommodation choices that rival the best of what can be found in any urban destination. But what really helps to give Whistler its unique vibe is the genuine warmth of this community. The people who live and work here are truly excited to welcome visitors each day to share in the experience of Whistler.

TDN: What kind of initiatives did you undertake this year in order to attract more tourists in your area during the winter period?

I. D.: Our marketing efforts have focused on promoting our new offerings and highlighting the value that the resort has to offer. For example, this season Whistler Blackcomb will launch the high-speed Symphony Express lift on Whistler Mountain and provide access to some of the most spectacular high alpine terrain in North America. Already the largest ski area on the continent, Whistler now offers access an additional 1,000 acres of snow – and with the longest ski season in North America (late November to early June), the new lift also offers easy access to early and late season snow stashes.

The value message is of particular importance to us. Many may believe that because we are the biggest ski and snowboard resort, providing the best quality and variety of any mountain destination in North America, that we must also be the most expensive. The reality is that Whistler recognized a long time ago that in order to remain the best we need to provide an extraordinary product with genuine service at a price that reflects real value. That’s why for the past number of years we’ve been offering visitors exceptional book early deals. Right now, if a guest were to log on to Whistler.com they could save up to 35% if they book by November 15. That, I believe, is great value.

One of the key means by which we deliver our message to visitors is through e-marketing. The leading organizations in our industry are now spending in excess of 40 per cent of their ad dollars in the online arena. Having recognized a significant shift in consumer behaviour, Tourism Whistler has taken a vanguard role within our industry – dedicating approximately 50 per cent of our advertising budget to online initiatives. Many organizations within the tourism industry that have not yet recognized this very real and sustained change in consumer patterns continue to direct less than 10 per cent of their budgets towards online marketing.

TDN: What do tourists look for when they come to Whistler?

I. D.: Our visitors are looking to explore, relax and rejuvenate. The breadth and scope of our offerings means that, for many, having to choose from such a wide selection becomes the most difficult part of their visit. Many of our winter season guests come to enjoy the snow sports such as skiing, snowboarding, snowshoeing, cross-country skiing, snowmobiling and ice climbing. Our summer guests may come for the golfing at one of our four championship courses, the mountain biking in our downhill bike park or along the trails, the hiking, the rock climbing or maybe to enjoy some watersports in one of our five lakes. Most visitors expect great accommodations and with 115 hotels, condos, B&Bs and chalets they’re never disappointed. And while many may look forward to our pedestrian village, almost everyone is amazed by the fact that we offer more than 90 restaurants and bars, 20 spas, and more than 200 shops, boutiques and galleries.

TDN: Is winter tourism only holidays in ski resorts or can it be combined with other forms of tourism such as cultural tourism and MICE industry?

I. D.: Absolutely. In fact, by providing some of the most well-appointed and unique settings in North America to host gatherings, group business makes up 30-40 per cent of our room bookings. Our newly renovated TELUS Whistler Conference Centre provides more than 65,000 square feet of conference space. Along with the meeting space provided by the mountaintop lodge and branded hotels such as the Four Seasons, Fairmont and Westin, our resort offers nearly 150,000 square feet of conference space. And as a family-friendly resort, with many spousal and children programs, planners who choose Whistler are able to attract more delegates to their meetings. In fact, customer surveys indicate that groups that meet in Whistler enjoy increased attendance of up to 30 per cent!

The growing market of cultural tourism is definitely a focus for Whistler. We offer several annual festivals which have music, arts and culture as there foundation. Just a few examples include the Whistler Music & Arts Festival in August, Cornucopia - Whistler’s Food and Wine Festival in November, and the Whistler Film Festival in December. Other festivals that were once focussed almost solely on sport have broadened in scope to incorporate cultural tourism. For example, the Kokanee Crankworx Mountain Bike Festival in July was extended from five days of primarily mountain bike competition to nine days this year in order to incorporate more free outdoor concerts, films and village animation. The renowned TELUS World Ski and Snowboard Festival in April has enhanced its offerings each year and now provides more than 50 free outdoor concerts with local and international performers, photographer and filmmaker competitions, as well as art events showcasing artists from the region.

TDN: The Western Hemisphere Travel Initiative will be into force in January 2007 and many travel organizations in US and Canada are expressing their fears for a serious impact in the tourism industry. What is your opinion and how will this initiative affect your operations?

I. D.: As a course of business, Tourism Whistler monitors and researches what it sees as any potentially significant barrier to travel for our visitors. Recent studies we’ve conducted suggest this initiative will likely impact a small yet significant segment our customers. So, as with other barriers to travel that we identify, our organization focuses on initiatives that aim to minimize the impact this may have on tourism in Whistler. We’ve been approaching this challenge on a number of fronts, primarily working with our members and partners both in the resort and across the industry to increase awareness levels among our American visitors about the initiative. To help achieve this, Tourism Whistler has tapped into its wide range of existing channels. This includes providing details online at Whistler.com and TourismWhistler.com, forwarding information to past visitors from the U.S. via qualified email lists, providing information sheets to current visitors within the resort, as well as targeting U.S. media and tour operators in order to communicate accurate information about the initiative and its timelines for implementation.