5 minute read
Tourism offers rural communities resilience
BY FRANCESCA PACCHIANO
Tourism can be a struggle for rural communities. Places like Ladysmith and Chemainus are often known for one or two niche draws, such as the historic downtown or the murals.
It can be challenging to diversify and market these communities in such a way that people are interested in visiting. That’s where Dr. Farhad Moghimehfar’s research comes in.
Dr. Moghimehfar is a researcher at VIU, exploring the ability of rural and remote communities to become more resilient through tourism opportunities. He was also named the BC Regional Innovation Chair for Tourism and Sustainable Development in February last year.
His position is looking at “how to plan for sustainable world development in the province. It’s not just Vancouver Island; it’s a province-wide strategy and policy.” His research has already started and will continue for another four years. For the project, he will study communities that have adapted well to changes and those that have faced losses.
The goal is to have a plan for communities across the province where they can share ideas, see what works and learn from each other. “Tourism, if we plan it well [and] if we are aware of the ways that we can develop tourism in our region, can be quite sustainable.”
Sustainability isn’t just about consistent growth; it’s about adapting to challenges and learning from others about what works and what doesn’t.
The first big change this year has been the politics, especially those involving travel to the U.S. Many people who typically travel south of the border chose to stay home and explore local holiday options.
“I was in Tofino last week, and it was fully booked. And I realized from my conversation with one of the tourism authorities there that the people in Tofino are people who did not go to the U.S.”
This has several benefits both for the local economy and for the travellers. Holidaying locally avoids expensive travel fares and exchange rates while also boosting local revenue.
But sometimes changes can be devastating. “I’ve been in Canada for 15 years. Every single year, there has been a wildfire in the province and other places in Canada.” And yet Moghimehfar notes that the response to this predictable hazard is almost always reactive.
“There are studies [showing] that many businesses that go out of business because of a wildfire don’t [reopen] even after a few years … because of what they lost during that wildfire.”
This loss, however, isn’t in isolation. Moghimehfar noted that the fires in Jasper National Park last summer impacted the park and the surrounding community. “A community like Valemount, in the same region, is now challenged by [how to develop] tourism in their region, [including addressing] those things that are not available in Jasper now, like enough accommodation for people.”
In order to build resilience, Moghimehfar says to stick together. “My biggest advice is to communicate with other business owners, with people like researchers, with the government.” It’s not about reinventing the wheel; it’s about learning from what has and hasn’t worked before.
One of the ways Moghimehfar is putting this research into action is through a mountain biking trail guide. “One of the goals of my mountain biking plan is to create something that we can report [on]. People can access these trails. Managers can access those reports, learn from other places and see what’s happening in the neighbourhood or another community across the province.”
Martin Littlejohn, the executive director of the Western Canada Mountain Bike Tourism Association, said this project will help determine the scope of trail use, maintenance and access needs.
A challenge for the trails project has been the land that they’re on. “A lot of this was done originally ‘shoot first and ask questions later.’ One [challenge] is certainly with those private landowners, but the other is with the Indigenous community who have been caring for this land since time immemorial. We want to develop some respectful relationships and partnerships with them going forward.”
These trails are a valuable resource both for short-term visitors and locals alike. “These are publicly accessible resources [where the] local community uses the trails regularly. These trails create community.”
The town of Ladysmith recently received $59,789 in grant funding from the Province’s Rural Economic Diversification and Infrastructure Program (REDIP) in order to plan and build mountain biking trails around Ladysmith.
“Investing in a mountain bike trail network aligns with our vision of sustainable growth, supports our local businesses, and showcases the natural beauty that makes Ladysmith so special. We are thrilled to begin this planning work and explore new opportunities for recreation, tourism, and green economic development,” said Mayor Deena Beeston.
The North Cowichan and Nanaimo areas have already established themselves with networks of mountain biking trails. Building trails and infrastructure in Ladysmith not only diversifies its attractiveness to tourists, but also helps to solidify the whole region as a hub for engagement. This is exactly what Moghimefar was saying in his study of tourism.
“The creation of a world-class trail network in Ladysmith will not only solidify the Nanaimo-Duncan region as a mountain biking hub but will also be instrumental in establishing our town as a premier tourist destination on Vancouver Island,” said Nicholas Pescod, the Town’s Communications and Engagement Specialist.
Community, paired with intentional communication, leads to sustainability. For Moghimehfar, the goal is big but clear: “By the end of the fifth year, I [will] have a plan or toolkit for communities so that they can come up with their own tourism and resilience plans — and maybe [create] a toolkit for the rest of Canada [to use] nationwide.”
