City of Vernon Council voted unanimously to adopt a five-year strategic plan to guide tourism in Vernon.
One of the highlights of the strategy, Building Vernon’s Tourism Future: Business Strategic Plan 2017-2021, was a recommendation to move from 2 per cent to 3 per cent Municipal Regional District Tax (MRDT), otherwise known as a hotel tax. This recommendation was based on discussions with local accommodators, along with a recommendation from the Tourism Advisory Committee. City staff will begin the process of formally meeting with the accommodation sector to seek their endorsement to collect the additional 1 per cent room tax.
“There has been significant consultation with industry since the Province of British Columbia enacted the new legislation last fall,” said Kevin Poole, Manager of Economic Development and Tourism. “The funds that are collected from the tax are utilized to further promote Vernon to our target markets.”
Other opportunities identified within the strategic plan include capitalizing off the proposed Okanagan Rail Trail and increased efforts in the sport tourism sector to drive shoulder- and off-season visitation to the community.
“It is rare for a region to have a new product that could have such a significant economic impact as the Okanagan Rail Trail,” said Poole.
For five years in a row, accommodators in the city of Vernon have led the Thompson Okanagan in year-over-year room revenue growth. In 2011, room revenue collected in Vernon was $17.4 million; room revenue grew to $30.8 million in 2015. The overall economic impact of the tourism sector in Vernon is estimated to be over $175 million.