FACTSHEET
March 8, 2011
Ministry of Tourism, Trade and Investment
WHISTLER BUILDS ON OLYMPIC MOMENTUM
Originally distributed to media on Dec. 21, 2010
WHISTLER - Whistler is poised for a busy winter season, with the number of visitors in January
2011 expected to exceed the number for January 2010. The months of March and April are also
looking strong.
With the trend toward last-minute bookings, the resort has reason to be optimistic. This is on the
heels of the third-busiest summer on record, according to Tourism Whistler, the non-profit
organization responsible for marketing the resort.
Tourism Whistler credits, in part, the increased exposure generated by the 2010 Olympic and
Paralympic Winter Games for making more people are aware of the resort and planning to visit.
Visitor surveys over the summer indicated that the awareness of Whistler in markets such as
Germany, Australia and the United Kingdom, increased following the Games.
With Christmas landing on a weekend, it gives many visitors extra vacation days. Coupled with
early and plentiful snow, the resort is anticipating a strong season. Tourism Whistler is
forecasting the number of visitors to the resort this winter will rival that of the 2008-09 winter
season, and may even be higher (the official forecast is a three per cent increase in room nights
over the 2008-09 season).
In November 2010, Tourism BC joined forces with Whistler and B.C.’s 12 other world-class ski
resorts to launch a new marketing campaign that builds on the momentum of the 2010 Olympic
and Paralympic Winter Games. The campaign focuses on special offers and an online contest,
open to residents of North America including B.C., for a five-day ski vacation for one winner
and seven friends to one of B.C.’s world-renowned resorts.
Why It Matters:
Tourism contributed over $12.7 billion to the B.C. economy in 2009 and provided nearly
129,000 direct jobs across the province. Winter tourism is a multi-million dollar industry,
creating jobs and economic prosperity for British Columbians. In 2009-10, there were 5.8 million
ski visits to British Columbia.
-more-
-2-
Quotes:
Margaret MacDiarmid, Minister of Tourism, Trade and Investment
“Our co-ordinated marketing campaign, in partnership with our winter resort destinations, will
keep B.C. on the world stage and in the minds and hearts of travellers, as it was during the
Olympics. Make a resolution to ski in B.C. this New Year and to spend holidays at home, in
Super, Natural British Columbia. That’s good for our economy, good for our local communities
and good for all those families across B.C. who working in the tourism sector.”
Barrett Fisher, Tourism Whistler president and CEO
“Whistler is a four-season resort destination which draws approximately two million annual
visitors and as such, contributes substantially to the provincial economy. Through its marketing
initiatives regionally, nationally and internationally, Tourism Whistler drives business to the
resort. Whistler’s contribution to B.C.’s overall tourism revenue is just over 10 per cent, or
approximately $1 billion annually. Our efforts to market the resort drive business to the
community which ultimately helps to build a robust provincial economy.”
Quick Facts:
Whistler is Canada’s premier year-round leisure and meeting destination, gaining
international attention as the Host Mountain Resort for the 2010 Olympic and Paralympic
Winter Games. It is consistently ranked the No. 1 resort in North America.
Whistler’s contribution to the province’s overall tourism revenue is approximately 10 per
cent or $1 billion annually.
Olympic legacies include:
o The Whistler Sliding Centre on Blackcomb Mountain, which was home to the sliding
events during the 2010 Olympics.
o The Whistler Olympic Park in the Callaghan Valley, which hosted the Nordic events
during the Games.
o The high performance athletes’ training centre and housing at the site of the athletes’
village.
The Whistler Sliding Centre offers self-guided tours and plans to launch a Public Sliding
Sport Experience program in winter 2011 where visitors to the centre can participate in
skeleton, bobsleigh and luge.
For more information, visit: www.whistlerslidingcentre.com
Whistler is home to the new Squamish Lil’wat Cultural Centre, a showcase of First Nations’
Culture and History. Guided and self-guided tours are available daily throughout the winter.
For more information, visit: www.slcc.ca
On Whistler Mountain, the Roundhouse Lodge Olympic Legacy Display features images of
the Games high points.
Whistler and Blackcomb mountains offer a total of 3,300 hectares (8,100 acres) of skiable
terrain with Blackcomb Mountain known for its steep chutes and Whistler for its succession
of powder bowls.
Whistler Village has more than 200 shops and 100 restaurants and 25 spas. The resort offers
an extensive range of accommodations totalling 10,000 bedrooms among 24 hotels as well as
townhomes, condos, B&Bs and chalets.
-more-
-3Learn More at:
http://www.whistler.com/about/
http://www.hellobc.com/
www.BCSkiGames.com
Media Contacts:
Carolyn Heiman
Communications Manager
Ministry Tourism, Trade and Investment
250 387-2799
250 888-3545 (cell)
Carolyn.Heiman@gov.bc.ca
Patricia Westerholm
Specialist, Corporate Communications
Tourism Whistler
604 938-2748
pwesterholm@tourismwhistler.com
For more information on government services or to subscribe to the Province’s news feeds using
RSS, visit the Province’s website at www.gov.bc.ca.