Creston Valley Tourism Society (CVTS) has shared an update on its strategic planning process, launched earlier this year.
“We’re nearing the final stages, and it’s been amazing to see how much collaboration has gone into this effort,” said Jesse Willicome, CVTS executive director. “This plan will guide Creston Valley’s continued growth as a destination, bringing benefits to our entire community.”
As the destination marketing organization for the Creston Valley, the society’s work is primarily funded by the Municipal Regional District Tax (MRDT).
The MRDT is a 2 to 3 per cent tax, added to the PST on accommodation bookings in most B.C. communities. The taxes collected are then remitted to designated recipients like CVTS to support local tourism marketing and promotion, such as the Explore Creston Valley visitor guide, hiking maps, print and digital ads, and more. Under provincial regulations, the MRDT designation requires renewal every five years as well as a comprehensive five-year plan submitted to the province.
“Our past five-year plan has really paid off,” said Mimika Coleman, CVTS chair and co-owner of Creston Hotel and Jimmy’s Pub. “We’re seeing more visitors choosing to stay longer in Creston instead of just a single night. It’s a clear sign our efforts are making a difference. As we look ahead, we’re excited to build on this momentum and continue establishing Creston as a highly coveted destination.”
In spring 2024, CVTS received formal endorsement from both local accommodators and government to apply to renew the 2 per cent MRDT.
Since then, public outreach was initiated to guide the new strategic plan, which will serve as a road map for tourism in the Creston Valley from 2025 to 2030.
Surveys were conducted with community members over the summer, capturing feedback from 111 residents and 39 businesses with generally positive and enthusiastic responses.
“Thanks to Creston Valley Tourism Society’s marketing efforts, we’ve seen more tourists discovering Creston and Wild North Brewing Company,” said Lisa Wood, co-owner of Wild North Brewing Co. “This has been great for our business and fills us with optimism about the growth of tourism in Creston.”
The survey results also highlighted:
• 90 per cent of residents view tourism as “important” or “very important” to the local economy.
• 81 per cent of residents welcome visitors, and 67 per cent believe there’s capacity to host more.
• 52 per cent of businesses reported increased revenue from tourism in the past five years, with 53 per cent expecting further growth in the next five years.
By the end of November, CVTS will be sharing the draft strategic plan with stakeholders and finalizing it.
Assuming approval, CVTS will work alongside stakeholders over the next five years to ensure the Creston area continues to grow as a destination, not only attracting visitors but benefiting the community as a whole.
The draft plan will be shared publicly before final submission to the provincial government in December.
For those interested, the complete survey results and draft of the strategic plan have been posted on the website at www.explorecrestonvalley.com/stakeholder-resources.
