Latest research signals that the twin aftershocks of the Iraq War and SARS shook March tourism indicators. Advance international travel information from Statistics Canada for March confirmed what most expected would be a dismal month for travel. Almost 20 per cent fewer U.S. drivers headed to the Great White North, contributing to a foreboding loss of 8.4 per cent in non-residents entering Canada for the first 3 months of 2003. Few, however, would trade places with Ontario, where an ongoing media siege of isolated SARS cases in Toronto is likely responsible for a 27.3 per cent loss in American automobile traffic the province saw in March. British Columbia saw 15.4 per cent fewer American license plates in local gas stations and attraction parking lots in March. Tourist heavy line-ups at the Douglas Border Crossing were ominously thin at two points in March, first at the outset of the War in Iraq and second, after the initial public advisory about SARS. With the exception of these two blips, a quick trace of travel patterns as laid out by Canada Customs shows that in March and through most of April traffic flowing into B.C. has continued to snake along 2002 levels. Other research continues to paint grey skies for the industry. Vancouver International Airport saw a 1.3 per cent decline in domestic and international passenger traffic for March, leaving a determined year-to-date total clinging in the black at 0.7 per cent. Tourism Vancouver reports that overnight stays in B.C.'s largest city were down 7 per cent overall in March. The same month saw the U.S. market down nearly 11 per cent over last year.

COTA has learned that Government is creating a Tourism Secretariat inside the Ministry of Competition, Science and Enterprise (CSE). Minister Rick Thorpe informed COTA of the changes in a letter dated June 4, 2003. The announcement follows a government evaluation of the internal structure and responsibilities of the ministry to streamline its operations. CSE will be refocused on competitive economic policy, economic development in British Columbia's heartlands, and on making B.C. a better place to live, invest and do business. The Tourism Secretariat will be stationed inside the Economic Development Office. Information on the staffing levels and expertise that will occupy the Secretariat has yet to be made public.

The Vancouver Port Authority is praising the Canada Marine Act Review Panel for its report whose recommendations, if legislated, would effectively untie Port Authority hands across the country and allow them to pay for infrastructure improvements using a mix of private and public funds. Vancouver Port Authority President and CEO Captain Gordon Houston notes that giving the ports more financing options is important to their growth and competitiveness. Vancouver's port infrastructure includes the Canada Place and Ballantyne Cruise Ship terminal. So far this year cruise ship revenue passengers are up 28 per cent. In 2002, revenue passengers increased 6 per cent with sailings increasing an additional 3 per cent to help the sector close out the year with its 20th consecutive year of growth. British Columbia's famous Alaska Cruise is not going
unchallenged however. Seattle, whose port benefits from federal, state and local government subsidy, posted a 44 per cent increase in cruise passengers last year and expects an additional 63 per cent in 2003. The Vancouver Port Authority has led an aggressive national campaign for legislative changes to the Canada Marine Act, sparking numerous letters of support from business organizations including COTA.

June 22 to 28 is Canada's national Tourism Awareness Week, spearheaded by the Tourism Industry Association of Canada in partnership with provincial tourism industry associations. The theme of the week, "Tourism Makes Canada Smile," helps reinforce the message that tourism is vitally important to Canada's standard of living and to the quality of life of Canadians. Tourism Week provides a focal point for activities planned across the country by individual businesses, provincial, territorial and regional tourism industry associations, destination marketing organizations and others. Activities include open houses, contests, tours, parties and presentations. COTA is gearing up for the weeklong celebration of British Columbia's tourism industry with a half-page ad in the Vancouver Sun highlighting the value of the industry to communities throughout the province. As well, an information campaign will target key influencers with wallet-sized business cards containing all the latest and greatest industry statistics. Now ambassadors sounding-off on the value of tourism will only have to look as far as their back pockets to show just how important tourism is to British Columbia.

The U.S. is poised to spend US $50 million on a major tourism campaign promoting international travel to the United States. As America's number-one market, Canada is sure to be a prime target for the campaign. The program recently received approval from Congress, marking the first time that Washington will spend money on travel promotion since it stopped funding the nation's tourism office in 1996. The U.S. suffered a 12 per cent decline in international tourism in 2001, followed by a further seven per cent drop-off last year. Over the past few years, the U.S. has lost 30 per cent of its share of the global travel market; forecasters don't see total recovery until 2006. While our American neighbours look to the Canadian market to help turn declining numbers around, Canada is reciprocating with a campaign of its own. In back to back announcements, Federal Tourism Minister Allan Rock and the Canadian Tourism Commission are making $37.5 million available to promoting Canadian tourism. Part of the plan started just a week ago with a dedicated U.S. marketing campaign to encourage Seattle, San Francisco, Detroit, New York and Boston travellers to look north for their next holiday. Canada's southern marketing blitz will continue through to the end of June.

RVC Canada 2003 wrapped up May 28 at the Vancouver Convention and Exhibition Centre, with tired but satisfied participants declaring the four-day event a tremendous success. B.C. played host to Canada's premier tourism trade show, attracting the second highest attendance on record with 1,828 delegates. More than 380 international tour operators and media from key markets in Europe, Asia, U.S. and Latin America converged on Vancouver to meet with Canadian tourism operators and tourism organizations to plan upcoming package itineraries and investigate new product. Business was brisk on the marketplace floor, and delegates enjoyed the best of B.C.'s food and wine at various events and receptions showcasing Vancouver and British Columbia. An estimated $350 million-plus of business is conducted at Rendez-vous Canada every year.

The third wave of the Canadian Tourism Commission's U.S. Tourism Impact Study shows a growing number of Americans are planning to travel outside their own state over the next six months. According to the latest research, "Americans remain apprehensive about venturing overseas with four out of 10 indicating an unwillingness to travel overseas. Crossing international borders seems to be of less concern and is no doubt good news for Canada as Americans look northwards for travel alternatives." Approximately 13 per cent of Americans surveyed are planning or are likely to visit Canada at least once in the next year, up slightly from the 11 per cent cited in an earlier wave of research completed late April. For more details on this and other current research, visit the Research and Statistics section of the CTC's Web site at www.canadatourism.com.

In other research news, a recent Ipsos-Reid survey for MasterCard Canada shows that one-third of Canadians polled (and who said they are planning a Canadian vacation this summer) chose British Columbia as their preferred destination. Fully 80 per cent of respondents said they plan to stay in Canada for their summer holidays. Camping was ranked as the most popular vacation activity (chosen by 14 per cent of respondents) followed by visiting specific Canadian destinations (nine per cent) sports, sightseeing, cabin and beach vacations (all at six per cent). Fishing, hiking and golf were selected by five, four and three per cent, respectively.