Major Tourism Initiative

Essence:

A national Black Canadiana tourism campaign. Tourism is Canada’s biggest industry. Canada is next door to the richest Black population on earth, and they spend $20 billion a year. Black Americans like Canada. They like coming here. They believe there is less racism up here. And they’re right. Black American culture, from sports to music to dance to films, is at an apex in its impact on the world. Black Canadian culture is also on a roll. White and non-White Canadians have never been so positively receptive to Black culture.

The problem for tourists is that there are few Black Canadian culture market-ready products. Not enough events, not enough historical sites for tourists looking for Black cultural assets. No coordination.

Goal:

To develop Black Heritage and tourist destination points, products, and a coordinated national tourism campaign - perhaps even a national Black Canadian tourism organization.

History:

Many Black Canadians feel their culture in the past was ignored and that it needs illumination, a sheen, promotion. And it’s about time.

Legacy:

Increased profile, value and tourism revenues.

Recommend Three Approaches:

1. Conference-brainstorm: A bringing together of Black tourism stakeholders, experts, and government for a three-day period. Venting and discussion of issues, problems, and possible solutions; setting a critical path and delivering a report with recommendations; and perhaps the birth of a national Black tourism association.
2. Commissioning a marketing firm to do a feasibility study on the state and potential of Black cultural tourism in Canada. Focus groups/surveys/analysis.
3. Doing both: Each approach has value. With one caveat: when it comes to cultural events and products, feasibility studies have been notoriously wrong.

Final Recommendations:

Feasibility studies are unreliable when dealing with culture and tourism. Save the money and the time, and have the conference. From there, make the decision to go ahead or have a feasibility study. Approach the Canadian Tourism Commission to form a national Black tourism product club similar to the Acadian Product Club.

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