Response of the Minister of the Environment to Recommendations Made
at the Third Minister’s Round Table on Parks Canada (2005)
Facilitating More Memorable Visitor Experiences
To facilitate more experiences that will be memorable for visitors
in national parks, national historic sites and national marine conservation
areas, six recommendations were made.
Recommendation 10 – Funding:
Sufficient funding should be obtained and directed on a priority basis
to restore infrastructure and visitor facilities to acceptable standards,
and to implement an on-going preventative maintenance program.
Additional funding for content development and program delivery is
also required.
Response:
Parks Canada’s asset recapitalization shortfall was $100 million
annually. Budget Plan 2005 provided Parks Canada with additional funding
amounting to $209 million over the next five years and $75 million annually
thereafter. The recently approved multi-year user fee proposal will
increase annual revenues growth by an estimated $25 million the fourth
year of implementation. The combination of the two funding sources will
address existing shortfalls on an on-going basis.
A portion of the funds will be used to implement an on-going preventative
maintenance program. In addition, Parks Canada will undertake development
of improved content and enhance program delivery capacity in consideration
of needs and expectations.
Recommendation 11 – Research
To address changing demographics, Canadian diversity, and evolving
tourism trends, invest in visitor related and socioeconomic research
to better understand the needs, expectations and behaviours of current
and potential visitors.
Parks Canada should use the research to identify key markets and effectively
target visitor opportunities.
Response:
Parks Canada fully recognizes the role of research and science in the
decision making process. The Agency will strengthen its visitor research
and social science capacity by adding a Chief Social Scientist position
and improving research coordination and dissemination. In collaboration
with its partners, Parks Canada will continue to undertake research
to better understand the needs, expectations and behaviours of current
and potential visitors. This effort will include partnerships to improve
the quality and availability of tourism, recreation and related information.
Parks Canada will carefully analyze visitor, public opinion, census
and other data collected through its social science activities to describe
and identify overall Canadian citizen and visitor segments. Parks Canada
will improve the availability of research results to assist decision-making
on strategic investments.
Recommendation 12 – Organizational Structure:
Create an effective organizational structure, adequately resourced,
to lead the development and implementation of an improved visitor experience.
Response:
The Agency has recognized the need for organizational support to achieve
enhanced visitor experiences. Staff have been assigned to serve on the
Visitor Experience Council, which provides advice directly to the Parks
Canada Executive Board on enhancing visitor experiences. In addition,
a team has been assembled to support the Council and begin work on several
initiatives. Key in these initiatives will be the establishment of a
permanent dedicated organization to provide the cross functional coordination,
a policy framework, supporting tools and staff training that are necessary
to meet this challenge
Recommendation 13 – Continuum of Experiences:
Foster the development of a continuum of experiences that cross-promote
and link sites (thematically, geographically), encouraging visitors
to explore multiple destinations and enjoy a variety of activities
Response:
Parks Canada will investigate opportunities to more actively anticipate
and respond to visitor expectations and cross-promote related activities
and experiences through the development of a national marketing strategy
and a national brand. In order to ensure the availability of a broader
range of programs and activities, the Agency will invest in research,
product development, staff training and capacity building, both internal
to the Agency and with partners. Parks Canada will enhance the pre-trip
planning tools, on-site orientation and departure information offered
to facilitate cross-promotion. (Also see recommendations 1
and 15 for related content.)
Recommendation 14 – Spirituality
Parks Canada should embrace and present the spirituality of our land,
people and places to allow visitors to move from the ordinary to the
extraordinary.
Programs and activities should respect the authenticity and integrity
of the people and places being presented.
Inspiring the imagination, Parks Canada should facilitate experiential
activities that encourage respectful engagement with aboriginal culture,
cultural heritage and natural heritage.
Response:
Parks Canada will work to ensure that visitors have memorable experiences
through programs and activities based on a sound understanding of the
authenticity and integrity of the Agency’s natural and cultural
places, and of the needs and expectations of visitors.
The focus of programs and activities will be on connecting visitors
with the spirituality of Canada’s land and peoples. Programs and
activities will endeavour to engage people’s hearts and minds
to move them out of the ordinary and help create powerful memories.
Parks Canada will work with its partners and staff to ensure that programs
and activities respect the distinct cultural and natural heritage being
presented. Furthermore, to recognize the unique relationship of Aboriginal
peoples with Canada’s history, land and people, Parks Canada will
explore additional opportunities for Aboriginal peoples to tell their
own stories and provide an enhanced opportunity for memorable visitor
experiences.
Recommendation 15 – Enriching the Visitor
Experience
Facilitate participatory experiences and activities that appeal to
a wider range of visitors. Parks Canada should:
- provide an environment for visitors to create their own experience;
- enhance interpretive services through partnerships with Aboriginal
peoples, other groups and communities;
- be built on a broader range of amenities and services to create
a more complete, high quality experience; and
- make parks, sites and marine conservation areas places to “do”
as well as to see.
Response:
Parks Canada will work closely with key partners to facilitate memorable
experiences that will appeal to a wider range of visitors to our parks,
sites and marine conservation areas. Based on an enhanced research program
providing improved understanding of visitor needs and expectations,
the Agency will seek to optimize the choice of amenities and services
available. Parks Canada will ensure visitor requirements, needs and
expectations are a priority consideration in the development of all
asset renewal programs.
Increased opportunities for memorable visitor experiences will be
provided through revitalized and innovative programs developed in
cooperation with Aboriginal peoples, local communities and other partners.
The Agency will strive to provide a continually evolving participatory
environment for visitors to create their own personalized experiences
through improved pre-trip planning resources, integrated visitor focused
on-site services, and enhanced post-trip support. (Also see recommendations
1 and 13 for
related content.)
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