5.0 ADVENTURE TOURISM OPPORTUNITIES IN THE NORTH CARIBOO

5.1 THE PROCESS

An important component of this analysis is the preparation of an action plan for each product.  This is intended to further the product development process by providing details on specific aspects of the selected products.

These plans are based on the need to ensure that the recommendations:

- are actionable by provincial and regional regulatory agencies

- are actionable by existing and potential operators

- are realistic and attainable

- can be initiated within the immediate future

- take advantage of immediate or short-term opportunities while providing a framework and objectives for the longer term

- balance community and visitor needs and interests

- have community support.

The locations suitable for various products have been mapped as part of the analysis process.  This information was generated in the field based on secondary source information and input from local industry representatives.  The draft field mapping was done at a scale of 1:50,000 in the eastern portion of the region, and at 1:250,000 in the western portion.  The different scales were used because of the different levels of information available in the two areas.

For presentation purposes the digitized maps have been reproduced at a scale of 1:200,000 – one each for the east and west sections.  For reporting purposes, these plots have been further reduced to 11” by 17”.  (See Appendix D.)

Each of the products has been assessed from several perspectives.  These are:

Table 5-1

Adventure Tourism Product Assessment Criteria

Criteria	Description
- Description	Definition or description of the product.
- Market Size	Estimate of the number or proportion of the population that participate in the activity, either generally or as part of a trip.
- Demographic Profile	Description of the characteristics of the participants in terms of age, gender, etc.
- Trends	Changes in market characteristics or other factors that are affecting demand.
- SWOT	Strengths, Weaknesses, Opportunities and Threats relating to each product.
- Implications for the North Cariboo	Descriptions of the likely impacts or issues that will affect the North Cariboo study area.
- Development Opportunities	Description of the activity and the kinds of opportunities that could be developed within each category area.
- Markets	Description of the geographic origins and market segments offering the best potential.
- Resources/ Locations	Description of the locations having development potential based on the quality of the resource and access.
- Economic Impact Potential	Size of the development opportunity as measured by the number of developments that may be possible and the number of jobs that could be created.
- Development Considerations	Issues that need to be addressed in order to advance the product opportunity.
- Product Linkages	Link or relationship to other activities or products.
- Community Actions	Actions to be addressed by various agencies to assist in furthering the product development.

5.2 PRODUCT SPECIFIC DESCRIPTIONS

The following are the product specific action plans for each of the ten selected products.  The are presented in alphabetical order as follows:

- Automobile touring

- Freshwater fishing

- Heritage attractions

- Hiking

- Industrial Tourism

- Lodges

- Non Alpine Winter Activities

- River Kayaking/Canoeing

- Snowmobiling

- Wildlife Viewing

Product	Auto/RV Touring
Description	The touring product involves sightseeing through the region by private vehicle.  This may be part of a pass-through trip or a trip destined to the region.  It also may use highways or back roads.
Market Size	Sightseeing is a very significant travel motivator.  In Canada, about one-third (31%) of the Canadian population participated in sightseeing in natural areas in 1996.  Approximately 35% of British Columbia residents participated in sightseeing in natural areas in 1996.  In 1998, 17.9 million overnight domestic person-trips (24% of a total 75 million overnight domestic person trips) included sightseeing as an activity. About 25 million domestic person-trips (18% of a total 144.3 million trips) included sightseeing as an activity.  British Columbia had 15.5 million overnight domestic person-trips, of which 4.5 million included sightseeing.  According to the BC Visitor Survey, over 50% of BC residents participate in sightseeing while travelling in BC. In the United States (1994-95), about  57% of the US population participated in sightseeing, representing a market of 113.4 million people.
Demographic Profile	The market for sightseeing is fairly evenly distributed across the age brackets, however participation peaks in the 40 to 49 age range.  Participation in sightseeing rises according to income level, and is almost equally split between men and women.  Most are high school graduates, with 69% of college graduates participating in sightseeing, as compared with 35% of non-high school graduates.
Trends	In 1998, Canada had 144 million domestic person-trips of which 25 million included sightseeing as an activity (18%).  In 1996, there was a total of 137 million of which, 22. million (16.2%). included sightseeing  British Columbia had 904,000 more person trips in 1998 than they had in 1996, an increase of 6%.  In 1996, 4.0 million person trips included sightseeing, while 1998 saw an increase to of 12.5% to 4.5 million.
SWOT	Strengths	Paved roads running both north/south and east/west. Large network of logging roads. Possibility of several circle routes. A variety of scenic landscapes from rolling ranchland to rugged mountainous terrain. Uncongested roads and highways.
	Weaknesses	Limited number of paved roads. Limited services outside of Quesnel and Wells. Few built attractions outside communities. Predominantly a one or two season activity.
	Opportunities	Developing van and bus tours. Interpreted historic tours to Barkerville. Interpreted tours to the west portion linking with First Nations opportunities. Independent tour routes intended to keep travellers in the region longer.
	Threats	Road maintenance. Deactivation of logging roads. Conflicts with other resource users. Maintenance and management of scenic vistas.
Implications for the North Cariboo	Sightseeing is the single biggest reason for travelling to the region, sited by 52% of all Cariboo visitors.  (Source:  BC Visitors Study.)  It encompasses the notion of driving for pleasure, and tends to be a passive activity that can be participated in by virtually all travellers.   The key for the North Cariboo is to get more automobile travellers to visit and to get those that do to say longer. Sightseeing is particularly relevant for the North Cariboo because Highway 97 bisects the region.  Although this highway is the key access to the region, because it is a major traffic artery, it creates the “pass-through traffic” problem that has historically been a problem in the region.  It creates this problem for Canadians, and for Americans travelling to Alaska. However, Highway 97 provides the opportunity for communities in the region to encourage travellers to stop and explore the region.  Touring is also a key factor for the “visiting friends and relatives” market, which is a major reason for people visiting the region.
Development Opportunities	Automobile touring includes vehicle-based sightseeing.  It includes all roads that are capable of being driven safely by 2-wheel drive vehicles, including both paved and unpaved roads. Opportunities exist in two distinct areas.  One is the provision of guided tours.  The other is servicing visitors who stay in the region because of the touring/sightseeing opportunities.  This includes accommodation, food and beverage services, entertainment and recreation.
Markets	Road touring and sightseeing have broad market appeal and are the single most popular tourism activity in the region.  Over half (52%) of the visitors to the region participated in sightseeing.  Getting existing tourists to extend their stay by touring the area is a simple tactic that can incrementally increase revenue to a range of businesses.  It focuses on existing visitors as opposed to generating new business. The potential markets are for families (with children) and for couples (boomers and older).  The target market size is expected to be in the range of several dozen vehicles to several hundred vehicles a day depending on the tour option.  (See below.)
Resources/ Locations	There are three existing loop tours that offer good opportunities for the North Cariboo (and one potential loop).  They are: Barkerville – Likely:  This loop provides a round-trip from Quesnel east to Barkerville, and on to the 3100 Road from Barkerville through the Cariboo Mountains to Likely (approximately. 100 km), and connecting to Highway 97.  This 300 km route is extremely scenic with spectacular views of the Cariboo Mountains along the Mathew Valley.  Opportunities exist for hiking (Cameron Ridge), fishing (Cariboo River), and wildlife viewing. Nazko Valley Loop:  Quesnel along the Blackwater Road to Nazko (approximately. 100 km), north to Gillies Crossing, back to Backwater Road.  The Nazko Valley contains some of the area’s oldest homesteads and provides scenic river and lake environments.  Opportunities exist for fishing, hiking and winter activities along this 200 km route. West Fraser Loop:  From Quesnel this route crosses the Fraser River and down the West Fraser Road to Marguerite and back across the Fraser River by reaction ferry, and return to Quesnel along Highway 97 (about 120 km return).  The route winds through ranch country and the Fraser River bench lands.  Opportunities exist for hiking and wildlife viewing. Highway 16 via Bowron River:  (Note:  This route is not developed and requires reactivation of existing logging roads.)  The route connects Highway 26 to Bowron Lake joining Highway 16 near Purden.  The route travels through rolling forest land along the west slopes of the Cariboo Mountains.  The route transits the largest clearcut in North America and provides industrial forestry interpretation opportunities.
Economic Impact Potential	Opportunities exist to develop interpreted tours.  Employment would be created for interpreters, drivers and related service persons.  These opportunities exist for existing companies to expand, or for new business start-ups.  A roster of circle tours could entice travellers to the region to extend their stay.  This would generate revenue and create incremental employment for accommodations, food and beverage, recreation services, and entertainment. Neither opportunity creates any negative economic impacts, as there is limited conflict with other users, and would likely have high community acceptance.  However, overall revenue generation and job creation are probably modest.
Development Considerations	The study area has “good” scenery but is less spectacular than many areas of the province.  The vistas are probably of a regional and provincial caliber as opposed to the national or international significance of other areas.  The circle tours represent a range of traveller options from a few hours to a full day or more.  Possibilities also exist for other regions to develop intervening opportunities. Industrial activity and the presence of logging trucks could affect safety.  Signage, route theming, and route designations would need to be developed.  There also could be private land issues and First Nations land claims issues.
Product Linkages	Touring and sightseeing provide links to: Recreational activities such as fishing, wildlife viewing, hiking, etc. Heritage and cultural sites and attractions. Services such as accommodations, restaurants, service stations, and other tourism facilities.
Community Actions	A number of actions are required to capitalize on the road sightseeing opportunities.  These are as follows: - Endorse and incorporate touring as a component of the area’s tourism mix. - Create the series of loop tours identified in this report within the region and connecting to other regions to the north and south. - Prepare a driving map of the tour routes which identifies points of interest and lists activity options. - Include these routes on the area’s web site (CCCTA). - Approach existing tour operators and potential entrepreneurs to determine interest in providing tours. - Develop a signage strategy and a route theming program.

Product	Freshwater Fishing
Description	Freshwater fishing includes angling for fresh water sports fish in rivers, streams and lakes.  This angling could be done from shore or by boat, and includes spin casting, trolling and fly fishing.
Market Size	In Canada 17% of the population, or 4.2 million Canadians, participated in recreational fishing in 1996.  Approximately 13%, or 3.1 million Canadians participated in recreational fishing as the main activity while travelling.   Nearly one in ten (9%), or 2.2 million Canadians, participated in recreational fishing as a secondary activity of their trip. About 6% of overnight domestic trips in 1998 (4.8 million overnight person-trips) involved fishing, similar to the 7%, or 4.8 million person-trips in 1996.  About 4% of total domestic trips in 1998 (5.8 million person-trips) involved fishing, in line with the 4.2%, or 5.7 million person-trips in 1996. In 1998, Canadians made 15.5 million person trips to or within British Columbia, of which 783,000 person trips (5%) included participation in fishing.  Approximately 24% of BC residents fish while travelling in the province. In the United States (1994-95), 24% of the US population, or 49 million people, participated in freshwater fishing.
Demographic Profile	Based on the survey on the Importance of Nature to Canadians which surveyed Canadians 15 years of age and over, Canadians participating in recreational fishing in 1996 may be described as: - 66% male; - mainly 25 to 54 years of age (23% are 25 to 34 years, 27% are 35 to 44); - 78% are urban residents; - most have some post-secondary education (55%, of which 29% have a certificate or diploma and 15% have a university degree); - mainly have low to middle level personal incomes although 16% have incomes of $50,000 or more.
Trends	The market for recreational fishing is becoming segmented according to the type of fish (salmon, bass, etc.) and type of fishing (fly-fishing, spin casting etc.).  British Columbia experienced 904,000 more person trips in 1998 than they had experienced in 1996, an increase of 6%.  The number of person trips including fishing increased by 18% over the same time period, from, 661,000 person trips in 1996 included to 783,000 in 1998. In the United States, there has been a decrease of 3% in the number of fishing participants from 83/84 to 94/95 - a drop of 1.8 million participants. However, preliminary data for 2000 indicates that participation in fresh water fishing is trending up.
SWOT	Strengths	Good variety of fishing opportunities in terms of various types and sizes of rivers, streams and small to medium-sized lakes. Moderate variety in terms of species and size of fish available, from small, pan-sized fish in the smaller streams and lakes to large fish in some of the larger rivers. Good road access throughout the region to many of the fish-bearing waters. Good fishing in easily accessible lakes (i.e., Dragon Lake)
	Weaknesses	Limited number of very high quality fishing opportunities in wilderness-type settings. Uncertainty and changes in regulations. Declines in anadromous fish stocks (salmon and steelhead) and the resulting fishing opportunities. Difficulty in obtaining guiding licenses.
	Opportunities	The best opportunities for tourist commercial fishing appear to be related to casual fishing activities carried out in conjunction with other activities such as camping, canoeing, touring, nature appreciation, wildlife viewing, etc. Expand and popularize the acceptance of catch and release and manage the resource for the production of higher quality fishing opportunities (larger fish, natural settings) as opposed to smaller, more abundant fish). There appear to be modest opportunities for commercial sports fishing and lodge-based fishing.
	Threats	Reduced fishing stocks. Restricted catch limits, open seasons and gear restrictions. Conflicts with resource extraction industries; degraded appearance of terrain adjacent to fishing areas. Increased road access is threatening the remote fly-in locations. Limited wilderness-type settings outside of parks.
Implications for the North Cariboo	In spite of fluctuating fish stocks and increasing regulations (provincially) fishing continues to be a popular activity in the region.  Nearly one-quarter of all resident travellers to the region fished.  (Source:  BC Visitor Study.) The Cariboo appeals to both the casual and the ardent angler.  The casual fisher is someone who will fish “a few times a year” as the opportunity presents itself.  The ardent angler travels in order to fish.  The Cariboo is highly regarded as a sports fishing destination (mainly based on rainbow trout) for both of these categories of anglers. The ardent angler (particularly fly fishers) will continue to be attracted to high quality fishing destinations providing a reasonable expectation to catch fish.  Opportunities exist to cater to this group of anglers particularly in the west portion of the region.
Development Opportunities	Fishing includes casual to more serious sport anglers.  The former is more likely to prefer easy access to high quantities of small fish, and the later more likely to seek out (and pay for) more remote, higher quality opportunities in wilderness settings. Commercial opportunities include packaged fishing tours, fishing resorts, as well as the indirect revenues associated with accommodation for independent anglers.
Markets	Markets for much of the easy access locations are relatively close-in (regional markets).  More distant markets (other Canada and American) are candidates for the remote, fly-in access locations.  Overseas and long-distant visitors would be willing to pay for an exclusive experience available in lakes and rivers in the western portion of the region.
Resources / Locations	The highest potential for guided and/or lodge-based fishing is into the western portion of the region.  Several lakes including Marmot Lake and Fishpot Lake are excellent fly-fishing and will yield rainbows from 5 to 8 lbs.  Brown (Bishop) Lake is a trophy lake yielding rainbows up to 15 lbs.  The Blackwater (West Road), Baezaeko and Nazko Rivers are excellent fly-fishing for rainbow and bull trout. It should be noted that guided angling days has been limited by the Ministry of Environment in many of these locations.  There may be some commercial fishing potential in the east and southeast and adjacent areas outside the forest district, such as the rivers and lakes associated with the Quesnel and Horsefly rivers and the Matthew River-Ghost Lake area.  Other locations include Quesnel River and the Bowron Lake Chain.
Economic Impact Potential	Opportunities exist to expand the fishing product through guided tours and through lodge-based activity.  New business opportunities exist, as do expansions of existing businesses.  Self-guided fishers will support tourism services such as accommodation and restaurants, creating incremental employment.
Development Considerations	The region has a reputation as having a high quality fishery with several resources having provincial significance, upon which opportunities exist to develop additional fishing product.  Lodge based fishing development will require security of tenure and convenient access. The region has a network of logging roads providing road access to numerous fishing streams and lakes.  Furthermore, depending on the area of the region, First Nations  land claims may be an issue.
Product Linkages	Fishing tends to be a highly focused activity and is pursued by either casual or avid anglers.  However, linkages exist with such activities and sectors as: - Accommodation and food services - Campgrounds - Lodges - Hiking - Wildlife viewing
Community Actions	The following actions are needed to expand the opportunities within the sports fishing sector. - The region should continue to focus on fishing as part of the tourism product mix. - Encourage Ministry of Forests to prescribe Retention and Partial Retention visual quality objectives on lands within view of significant fishing areas. - Encourage Ministry of Environment, Lands & Parks to review regulations and stream and lake management guidelines to enhance higher quality fishing opportunities. - Encourage BC Parks to explore the feasibility and desirability of allowing fishing guides operate in Bowron Lakes Park. - Encourage the Fisheries Branch to increase stocking on selected lakes. - Encourage the Fisheries Branch to identify water bodies that have unused capacity for increased guiding licences. - Continue to promote and protect the high quality fishing resources in the west portion of the region.

Product	Heritage/Cultural Attractions
Description	Heritage/cultural attractions include a mix of products such as historic sites, cultural sites, museums, art galleries and events/festivals.
Market Size	Heritage/cultural products are popular with Cariboo travellers.  About 22% visit a historic site(s), 13% visited art galleries or museums, and 12% visited other cultural sites.  (Source:  BC Visitors Study) Traveller characteristics differ depending on the travellers’s heritage motivation.  The general tourist participates in historic/culture viewing as one of many activities on a trip.  Participation is based on the fact that the product or site is on the touring route as opposed to seeking out the site as a destination.  The destination tourist has as his or her main purpose to learn and participate in historic/cultural offerings.  This segment consists of approximately 25 percent of tourists.  Focused tourists tend to look for more active opportunities. American research indicates that about one-third of adults take historic and/or cultural trips.  About one-half of these are interested in heritage and the other half culture. In terms of the overseas market, about one-third of British visitors and over 40% of German and Japanese visitors can be considered prospects to visit a cultural site while traveling.
Demographic Profile	Compared to the average traveller, cultural travellers tend to be:    - Slightly older (late 40s)    - More likely to be retired    - Slightly more educated and affluent    - More likely to pursue a range of activities    - More likely to take group tours    - More likely to stay longer    - More likely to spend more money.
Trends	Cultural tourists are looking for high-quality, authentic, memorable experiences that broaden their knowledge and provide excitement, while at the same time offering value for money.  Interest in cultural tourism pursuits from BC’s international markets is similar to the interest levels for outdoors, golf, and skiing.  Among BC residents, visiting cultural attractions while travelling is important to about one-quarter of travellers.
SWOT	Strengths	Great variety of high quality and significant heritage features and values. Existing heritage destinations can be enhanced by development of adjacent/related features. Good road access throughout most of region.
	Weaknesses	Minimal development of the heritage product in the west portion of the region. Distance from markets. Competition from other regions.
	Opportunities	Expand operation of Wells-Barkerville area more into shoulder seasons and winter. Develop themes associated with mining history and Chinese contribution. Create package trips including rail and bus, air and bus, and fly/drive. Establish an operating, replica paddle wheeler on the Fraser River. Promote the region for its numerous heritage trails and routes including: Cariboo Waggon Road, 1861 Gold Rush Pack Trail, Goat River Trail, Collins Overland Telegraph Trail, traditional Native heritage routes, and Alexander Mackenzie/Grease Trail.
	Threats	Forest development activities adjacent and near to heritage trails. Potential over-crowding at Barkerville and Wells. Potential conflicts with First Nations resulting in increased public access and loss of privacy.
Implications for the North Cariboo	The North Cariboo has a strong connection with the heritage/culture market.  As noted, 22% of Cariboo travellers visited historic sites, 13% visited museums, and 12% visited First Nations cultural sites.  The region has the province’s largest and oldest heritage attraction in Barkerville.  It also has what amounts to a heritage corridor along Highway 26 including Cottonwood House, Wells and Barkerville.  These developments provide a critical mass for future heritage focused development.
Development Opportunities	Cariboo gold rush history is interpreted at Barkerville, perhaps the province’s single most significant heritage attraction.  The length of time Barkerville has been in existence establishes heritage as a key theme for the region.  The region is also well endowed with several major heritage trails. Heritage appreciation lends itself to guided, package tours as travellers are willing to pay for the convenience of being taken to major sites, learning from informed guides and having transportation, meals and accommodation arranged. It is noted that although a rich First Nations heritage exists in the region, native attractions have not been specifically included, as First Nations did not participate in this adventure tourism project.
Markets	Heritage and cultural resources have broad market appeal to regional, provincial, other Canadian, American and overseas visitors.  The product tends to appeal to affluent, older segment as well as families and tour groups.  Heritage and cultural resources are applicable for the pass-through market as well as the destination market.
Resources/ Locations	Several heritage developments and potential sites exist in the region which could benefit from increased development and interpretation.  These are: Barkerville is well known as a significant provincial heritage site.  Also, there are a large number of undeveloped sites that are thematically linked to Barkerville such as Stanley, Grouse Creek and Antler Creek.  A complete inventory of heritage sites related to Barkerville has not been completed, but many smaller sites can be incorporated into tours. Wells is a company town from the ‘second gold rush’ in the 1930s, which now provides services for visitors to Barkerville and Bowron Lake.  It has a unique heritage streetscape, with galleries and shops an active art community and an art school offering courses in all seasons. Cottonwood House is a 1860s roadhouse built to serve the miners travelling to the goldfields and features farm animals, gardens and household displays. Quesnelle Forks and Keithley Creek (just outside area) were significant towns during the gold rush.  Quesnelle Forks was one of the largest Chinese settlements in the Interior. Historic Trails include the Cariboo Waggon Road, 1861 Gold rush Pack Trail, the Goat River Trail, Collins Overland Telegraph Trail, Native heritage routes, and Alexander Mackenzie/Grease Trail. Nazko area sites include the Blackwater Homestead, Krestenuk Trading Post, original schoolhouse and church, Chuntezni’i Cemetery and Homesteader Cemetery. The Quesnel And District Museum and Archives presents an excellent summary of the goldrush, ranching and forestry history of the Quesnel area.  The Quesnel and District Antique Machinery Museum and the river front walking tour are additional heritage resources.
Economic Impact Potential	There is a high potential for expanded heritage-tourism development as a key theme for the region.  Employment opportunities within the new or expanded developments for managers and small business owners to interpreters and service providers.
Development Considerations	Significant research and investment is typically required to develop the potential heritage-cultural features.  This could include both public and private sector backing.  Land ownership/tenure issues are likely to be encountered, as are access issues. Although not specifically researched as part of this project, partnerships with First Nations are expected to offer excellent potential.
Product Linkages	Heritage attractions link with numerous other products including hiking, wildlife viewing, nature appreciation, backroads touring, trail riding, photography, camping.
Community Actions	A series of actions are needed to expand on the heritage opportunities in the North Cariboo.  These are: - Endorse heritage development as part of the tourism mix. - Encourage MSBTC to increase investments in Barkerville in terms of building stabilization, interpretation and marketing. - Encourage increased MSBTC participation in potential new developments. - Develop promotional material including brochures, maps and Internet presence. - Protect natural features and visible landscapes near and adjacent to heritage areas and routes. - Develop heritage focused tour packages that link the area’s cultural attractions. - Explore the interest of First Nations people in focusing on heritage and cultural attractions as part of their tourism development economic strategy.

Product	Hiking
Description	Hiking and backpacking include day and overnight walking trips usually on developed trails.  Trips often include other activities such as wildlife viewing, fishing or photography.  Hiking is typically of shorter duration (measured in hours) while back packing involves overnight travel.
Market Size	In Canada about 18% of the population, or 4.3 million Canadian participated in hiking/backpacking in 1996.  In British Columbia, the rate of participation is higher as 23% of residents went hiking/backpacking.  Approximately 19% of overnight domestic trips in 1998 (14.4 million overnight person-trips) involved walking or hiking activities, up from 16% or 11.3 million in 1996. In 1998, Canadians made 15.5 million person trips to/in British Columbia, of which 2.7 million person trips included participation in walking or hiking in that province.  In the United States, 32% of the US population participated in hiking in 1997, representing a market of 65 million people.  About 7% of the US population participated in backpacking in 1997, representing a market of 14.2 million people.
Demographic Profile	There are significant differences between the profiles of hikers and backpackers.
	Hikers		Backpackers
	54% male / 46% female 60% over 35 years of age 52% married		70% male 60% under 35 years of age 61% single
Trends	Hiking/walking is one of the fastest growing outdoor activities.  British Columbia had 900,000 more persons hiking in 1998 than they had in 1996. Over the same period, person trips including hiking or walking, increased by 28% from 2.1 million to 2.7 million. American research indicates the incidence of hiking has increased from 24% to 32% through the mid to late 1990s, while backpacking increased from 8% to 11%.
SWOT	Strengths	Numerous heritage trails and routes of high historic significance. Great variety of terrain types (open plateau to west, rivers to east, alpine terrain to east and west, high scenic values along Fraser River). Good road access throughout most of region. High participation rates. High scenic values and semi-wilderness qualities in Cariboo Mountains.
	Weaknesses	Very limited infrastructure, support and facilities (toilets, signs, camping) along most existing trails. Short season and inclement weather can persist through part of summer. Limited, quality hiking trails in proximity to major centres (Quesnel) and highway accessed areas. Commercial trail opportunities are difficult to establish because of costs of development and maintenance. Trails and potential routes cross private land and Indian Reserves.
	Opportunities	Wilderness and heli-hiking opportunities in Itcha-Ilgatchuz and Cariboo Mountains. Helicopter access broadens market to older, less adventuresome users. Backcountry trail opportunities in Bowron Park. Casual hiking/trail opportunities in frontcountry areas and around Quesnel City area. Possible hut-to-hut opportunities along the longer trail routes.
	Threats	Competition from other trails in other parts of province. Visual and/or noise impacts from logging and forest development. Little public funding available for trail development.
Implications for the North Cariboo	Hiking in the Cariboo is a popular activity as 28% of visitors indicated they hiked or backpacked while in the region.  (Source:  BC Visitor Study).  A mix of hiking opportunities exist from casual riverfront trails in Quesnel to famous historic trails offering multi-day backpacking trips. Hiking caters to the pass-through market and to the visiting friends and relatives market by providing short walks providing interesting vistas and or interpretation about the area.  The areas longer hikes are significant enough to generate destination backpackers. Over the years a number of hiking/trail related studies have been conducted.  Trails have been identified as important recreational and tourism resources.  They are indigenous to the area and provide a link to the heritage theme discussed above.
Development Opportunities	Hiking is comprised of a range of activities from casual and easy to challenging and difficult; the spectrum includes: day-hiking, backpacking, trekking, mountaineering, and includes heli-hiking.  Hiking and backpacking involve walking on trails in the front/mid/backcountry.  Hiking is the less demanding form of trail use, typically on less arduous trails, in the front/mid country, for short durations.  Backpacking is a more adventurous and demanding form of hiking and involves overnight travel in the mid/back-country. Hiking opportunities exist in two categories.  One is guided and interpreted hiking, both for short hikes and longer backpacking trips.  The other, more indirect opportunity, is the support services of overnight accommodation and related services to be purchased by hikers before and after the hike.
Markets	Hiking has a broad market appeal, being popular among all income levels and equally popular with men and women.  (About one quarter on the North American population go hiking.)  Pass-through markets are a key target for short duration, interpreted hiking tours. Destination oriented travellers are candidates for longer, more adventurous hikes, particularly in conjunction with other activities such as fishing, wildlife viewing and staying at a lodge.
Resources/ Locations	The resources for hiking are distributed throughout the North Cariboo. The Wells area has a well-developed trail network that includes very short (2 to 7 km walks close to the community as well as 5 – 7 hour alpine hikes to Mt. Agnes, Mt. Murray, Mt. Tinsdale or Two Sisters.  The Stanley-Barkerville section of the Cariboo Waggon Road is also a popular day-hike.  In addition Wells-Barkerville is situated between two important sections of the National Hiking Trail – the Goat River Trail from Highway 16 to Barkerville and the 1861 Goldrush Pack Trail from Barkerville to Keithley Creek.  These trails provide multi-day hiking opportunities and would be suitable for guided experiences. The National Hiking Trail (a new non-motorized national trail) continues west of Quesnel along the Collins Overland Telegraph Trail to the Alexander Mackenzie Trail, which runs along the Blackwater (West Road) River west to Bella Coola. There are currently limited hiking opportunities within the Cariboo Mountains and Bowron Lakes Park (within the Quesnel Forest District), but opportunities exist for the “hard” adventure market. The same market applies for the Itcha-Ilgatchuz mountains. In the Nazko area there are several short nature hiking potential trips to plateau lakes which have high shoreline diversity and wildlife features. The Fraser River bluffs to the north and south of Quesnel offer very accessible hiking in close proximity to Highway 97 and to population centers. Heli-hiking potential in mountainous areas (Cariboo Mountains, Quesnel Highlands, Itcha-Ilgatcho), although potential conflicts with caribou may restrict this opportunity. The Quesnel riverfront trail is an excellent urban walking resource in the City of Quesnel.
Economic Impact Potential	Most hiking is self-guided and the economic impact is restricted to pre and post hike uses of the service sector (accommodation, restaurants, etc.).  However, trails of national/international significance such as the West Coast Trail can become major attractions to rural areas.  Direct impacts would be created for guiding and interpretation, but opportunities are likely modest. Neither opportunity creates any negative economic impact, as there is limited conflict with other users, and would likely have high community acceptance.  However, overall revenue generation and job creation are probably modest.
Development Considerations	There is strong need to develop value-added features but there is low incentive for private investment in trails.  To be feasible, guided hiking has to be linked to other activities and provide high quality experience in attractive settings.  Hiking needs to be augmented by features along the way such as scenery, vegetation, wildlife, topography, geology, water bodies, culture, and heritage. Successful trail developments need appropriate access points, signage, guide-books, facilities for garbage, washrooms, and interpretation. Private development opportunities exist for support services such as shuttles, food services and interpretation.
Product Linkages	Numerous linkages exist including: wildlife viewing, camping, heritage appreciation, viewing, photography, nature interpretation, fishing, hunting, swimming, mushroom picking, horseback riding, mountain biking. In certain situations the trails used for hiking can be complimentary to winter trail activities such as snowshoeing, snowmobiling and cross-country skiing.
Community Actions	A series of actions are required to capitalize of the extensive trails and hiking opportunities.  These include: - Endorse and incorporate hiking as a component of the area’s tourism mix. - Match the area’s key trails with possible sponsoring or partnering agencies. - Encourage Ministry of Forests to allocate more funds to trail construction and maintenance. - Foster partnerships between agencies, industry, local communities, volunteers and interest groups to construct and maintain trails. - Explore the interest of existing tour operators to expand hiking tours options. - Determine the interest of potential entrepreneurs in developing commercially operated tours. - Canvas existing operators to determine interest in starting a communal booking agency.

Product	Industrial Tourism
Description	Industrial tourism refers to a range of activities that link the primary economic sectors with tourism.  It includes such activities as mill and forestry tours, farm tours and guest ranches, and mine tours and gold panning.
Market Size	This category is a combination of several different kinds of activities and there is little general market profile information available.  However, these activities tend to be pursued as part of a trip to, or through, the area as opposed to the main purpose of the trip.
Demographic Profile	No specific information available.  However, the educational nature of the activities would indicate interest by families with children and with older couples.
Trends	No information is available on trends in Industrial Tourism.
SWOT	Strengths	Good mix of industrial activity in the region. Location of the largest gold strike in the province. The existence of Barkerville, and its success as a heritage destination, lends credibility to recreational gold panning as an activity. Good road access.
	Weaknesses	Little opportunity for product development in the west portion of the region. Distance from markets. Lack of interest by the primary industries to encourage tourism.
	Opportunities	Encourage the industrial sector to expand industrial tours. Expand gold panning operation for tourists near Barkerville. Include gold panning as an option for tour bus itineraries.
	Threats	Forest development activities adjacent and near to gold panning areas. Potential over-crowding at Barkerville and Wells. Potential conflicts with First Nations resulting from increased public access and loss of privacy.
Implications for the North Cariboo	The North Cariboo has a history of resource extraction, initially through gold mining and more recently through forestry.  There are opportunities to link both of these sectors with tourism. Visitors to areas away from their home are often interested to learn about the economy and lifestyles in the host community or region.  Quesnel has several mills (pulp, paper, saw and value added) which provide interesting tours.  There is also the opportunity for woodlot tours.  The provision of interpreted tours should be encouraged. The mining opportunities are more related to the heritage notion of panning for gold.  The ideal location to recreate the gold panning experience of the 1860s is in Barkerville or Wells.
Development Opportunities	Industrial tourism refers to a range of activities that link the primary economic sectors with tourism.  It includes mill and forestry tours, farm tours and guest ranches, and mine tours and gold panning. Opportunities exist to produce tours of existing operations or to allow paying customers to work at farms and ranches.  Due to the gold mining history of the region, there are good opportunities to demonstrate the techniques and interpret the history of this aspect of the province’s development.
Markets	Interest is expected to be highest from the non-local markets, where these kinds of industrial activities typical of the Cariboo, are not as well known. Recreational gold panning should attract a broad market because of its uniqueness, the historical context, and the fact it is indigenous to the area.
Resources/ Locations	Resources exist in a number of areas and in a number of sectors.  These include the following. Forestry resources include the mills in Quesnel and their associated woodland operations.  There is potential to interpret modified harvesting techniques in the Quesnel Highlands especially as part of the Cornish Mountain Trail network at Wells. Agriculture resources include the ranches, farms and quest ranches in the area.  Farm and ranches also exist in the Nazko. Barkerville/Wells is the key focus for gold panning but the activity could be pursued on local creeks or around the other heritage communities along the historic access routes.
Economic Impact Potential	The economic impact and job creation potential of industrial tours is low.  However, incremental jobs may be possible for part-time tour guides.  The impact on the agricultural component would be by generating operating revenue from tourist guests. Tourist focused gold panning could provide small business opportunities in a few selected locations.  These opportunities could be for existing small mining companies or specifically for tourist based operations.
Development Considerations	Interest of industrial operators would need to be clarified.  Operators who are interested would have to put a plan in place to offer tours and ensure that it is marketed within the range of Cariboo region products. There are a series of approvals and permit required including: land use, servicing and development, operating licenses and placer mine permit.
Product Linkages	The most direct link of the industrial tours component is with the service sector by providing incremental business for those persons spending extra time in the region.  The gold panning product would add a unique tourist activity to the product mix available in the region.
Community Actions	Several actions are recommended to expand the potential of industrial tourism.  These are to: - Incorporate industrial tourism as a component of the region’s tourism mix. - Include industrial tours in region’s promotional material. - Develop a concept for a commercial tourist gold panning operation in or around Wells (similar to Dawson City, Yukon). - Canvass existing small mining operators to determine interest in offering tours of their operations. - Identify and map locations of industrial activity (forestry, mining and agriculture) that would be suitable for interpretation. - Explore the interest in forming partnerships between tourism operations and selected forestry and/or mining companies.

Product	Lodges
Description	Lodges are resort-type accommodations that can vary from comfortable, high-end accommodation to very rustic.  They can support or provide a range of outdoor adventure activities, including hiking, mountaineering, fishing, hunting, wildlife viewing, snow shoeing, and nordic skiing.  Lodges offer private accommodation in separate rooms or cabins as opposed to huts, which generally offer shared sleeping areas.
Market Size	According to the BC Visitor Study, 11% of BC visitors to the Cariboo stayed in cabin/lodge accommodation and 2% in resorts.  The small percentage of resort stays is partly a reflection of the lack of supply.
Demographic Profile	Demographic changes indicate a growing demand for this product, in North America and internationally, especially among baby boomers.   However, because a resort holiday usually implies higher levels of spending, the product appeal is relatively narrow for the overall outdoor adventure market.  The demographics for a particular lodge will depend on the type of activities offered, and the experience level required to participate in the activities supported by the lodge. Important to the soft adventure traveller are lodges that will provide the best overall “experience”.  This includes a combination of the accommodation, food and activities offered that are high-end and/or unique.    The activity enthusiast will select a lodge based on its location and support for a particular activity.  This is particularly relevant for activities such as fishing or backcountry skiing that is highly dependent on having particular resources, features and conditions.
Trends	Lodges that used to specialize in one product or market (fishing or hunting) are becoming multi-activity.  There is also a move towards more non-consumptive activities such as wildlife viewing, hiking, photography, etc. Theming is becoming more common in order to differentiate the product and offer a particular specialty.  Lodges are also becoming more upscale, providing high quality accommodation and food, and a high level of service.
SWOT	Strengths	Historically popular as a fishing resort/guest ranch area. A range of scenery and terrain types from open range land to rugged mountains. Numerous lake and rivers around or along which lodge accommodations could be developed. Good access to and within the region.
	Weaknesses	No critical mass of resort properties currently exists in the region resulting in no existing market awareness. Intervening opportunities closer to markets to the south. Small regional market. Costs and development difficulties with utilities (power, water and sewage disposal)
	Opportunities	Develop resort properties that cater to a mix of outdoor adventure activities. Properties could cater to both summer and winter activities. Opportunities exist for easily accessed developments and for more remote properties. Most suitable size is probably smallish, catering to from a few to a few dozen patrons.
	Threats	Land use conflicts. Timber harvesting in viewscapes surrounding the lodge. Decommissioning of logging access roads. Competition from resort areas to the south. Possible impacts of pine beetle related timber harvesting.
Implications for the North Cariboo	The Cariboo generally has more rural resorts/lodges than the provincial average.  This includes fishing and hunting lodges, and guest ranches.  Provincially, 8% of non-residents stayed in resorts and 7% stayed in lodges.  BC residents are much less likely to stay in resorts (1%), while 6% stay in lodges.  (Source:  BC Visitors Study.) These provincial figures are significantly different than for the Cariboo.  About double the number of residents stay in lodges in the Cariboo than is the case provincially (11% vs. 6%).  Conversely, fewer residents stay in resorts (2% for Cariboo travelers and 1% for the provincial average). There is a direct link between lodges and adventure tourism as lodges provide the accommodation and home-base for persons participating in outdoor activities.  Furthermore, lodges provide the comforts that the soft adventure market is looking for.  Depending on the caliber of resort, markets exist for independent personal travel and corporate meetings travel. A variety of activities and the ability to operate in more than one season are keys to the success of adventure tourism lodges.  This allows patrons the opportunity to participate in a range of activities from canoeing to snowshoeing.  The exception to this multi-activity rule are fishing resorts that cater to ardent fishers.
Development Opportunities	Lodges and resorts are roofed accommodations having an outdoor recreation focus.  The Cariboo has historically been known for its abundance of fishing resorts and guest ranches. There is an opportunity to create resort/lodge developments tied in with one or more of the other adventure tourism products discussed in this analysis such as canoeing, wildlife viewing, or water recreation activities.  The most appropriate scale (at least initially) would be small, perhaps in the 10 to 20 room/units size.  A development of this size would provide operating efficiencies, and would provide the intimacy of a small lodge experience.
Markets	Markets depend greatly on the kinds of activities offered and on the caliber or quality of the facility.  Older lodge products are priced at the low end of the accommodation range while new products are highly specialized, often offering spa services and top quality food and beverage.  There is likely a market for a range of products from the more basic and rustic, to the much more elaborate and expensive.
Resources/ Locations	Lodge location siting is very dependent on the quality of resources, with a waterfront site (lake or river) being the most appealing. In the eastern portion of the study area, there is reported to be interest in developing a lodge at Stanley (near Wells-Barkerville) in order to offer heritage based tours.  There is potential to locate a lodge in the Matthew Valley near Ghost Lake.  Pleasant Valley (near Wells) would offer easy access to Barkerville, the cultural attractions in Wells, as well as winter recreation opportunities.  Wells itself could be the base for a lodge offering cultural and natural experiences. In the western half of the Forest District, most of the larger fishing lakes have lodge development.  However, there is potential for existing lodges to expand into other aspects of adventure touring, offering both summer and winter products.
Economic Impact Potential	The economic impact of lodge developments could be very significant.  Lodges would require management and marketing staff, as well as housekeeping, maintenance, and food and beverage staff.  Recreation and adventure tourism offerings based out of the resort would also provide employment. The benefits could be generated by existing accommodation operators expanding into the resort sector, by local residents developing a lodge, or by new operators being attracted to the region.
Development Considerations	A range of development considerations will need to be addressed.  These include: Feasibility analysis and business planning Financing Land use and resource approvals Building, servicing and development approvals Operating licenses and permits A unique resource having potential as lodge sites are the UREPs (Use for Recreation and Enjoyment of the Public).  These sites have been identified over the years and exist as recreation preserves. A particular issue of concern is the potential expansion of the pine beetle infestation (and the resulting timber harvesting).  Currently, this insect is not widespread in the study area but its expansion is a major concern.
Product Linkages	Lodges form the focal point or the home-base for a number of adventure activities.  Depending on the location and the target audience links are possible with hiking, fishing, winter snow activities, river/lake recreation, snowmobiling, and wildlife viewing.
Community Actions	A series of steps are required to expand on the potential offered by lodge development.  These are to: - Incorporate lodge development as a component of the region’s tourism product mix. - Explore development interest from local operators and from farther afield. - Prepare an investor/developer package of information relating to lodge development at these sites. - Identify the location of UREPs in the study area and determine their feasibility for lodge sites. - Target some provincial or national resort developers and determine/test their interest in developing a Cariboo resort. - Encourage BCAL to package and tender an offer for a crown land lease for a lodge development in the region.

Product	Non-Alpine Skiing Winter Activities
Description	Non-Alpine Snow-Based Activities include ski touring, cross-country skiing, dogsledding, ice climbing, ice fishing, skijoring, snowshoeing, and tubing.  Some of these activities are being offered at ski resorts, while others are being provided by individual operators or guides at specific locations.
Market Size	Due to the diversity and specialized nature of the range of winter activities, little market data exits.  However, about 4% of the Canadian population and 3% of BC residents cross-country ski.  About 4% of Americans living in the western region cross-country ski.  Less than 1% of domestic trips involve cross-country skiing.  Participation in the other forms of winter recreation is thought to be much lower.  These are highly specialized activities that attract small numbers of participants, however, they can be pursued with limited skills and training.
Demographic Profile	The majority of individuals participating in these activities are typically active individuals in there 30s to 50s.  The male/female ratio is thought to be slightly skewed to males.
Trends	User trends of the non-alpine activities vary.  Many activities, such as nordic skiing are often the main purpose for the users' trips and occur mainly at resorts and destination resorts throughout BC.  Other activities are a secondary reason for travel.  For example, a family choosing to stay at a ski resort for five days, may choose to alpine ski/snowboard for three, snowshoe for one, and a half-day for tubing and dogsledding for another. Still other activities, such as back-country/ski touring and ice climbing activities require considerable skill and often require a guide, and the necessity for extended stays.  Tour operators are reporting a strong demand for a range of unique winter activities that can be offered for a half-day for people to try.  These include dog sledding and snowshoeing.
SWOT	Strengths	Moderately good climate and relatively long season Good road access to low and mid-elevation areas Good variety of terrain types and large, relatively open areas of rolling, plateau topography
	Weaknesses	Moderately long distances to higher elevation areas Long distances to markets and high population centres Competition from other regions Limited development and support for infrastructure
	Opportunities	Expansion into backcountry areas Hut-to-hut tours Use of snowmobile or snow-cats for access Product packaging with resorts/accommodation/facilities Develop helicopter access to the more remote and challenging areas Develop infrastructure and access in selected areas Develop circuits and guidebooks
	Threats	Poor security of land tenure Conflicts with motorized winter activities Lack of funding to develop and maintain opportunities and facilities Forest development leads to lowered visual qualities
Implications for the North Cariboo	The latitude and elevation of the North Cariboo creates a climate with relatively long and cold winters.  On the plateau areas, snowfall is typically under 100cm while in the Cariboo Mountains snowfalls can exceed 400cm. As noted in the lodge description, patrons are interested in a variety of things to do.  This range of winter activities addressed here provides this variety. Markets include regional independent travellers, outdoor training programs, and group travel.  The tour operator market is expected to draw from the United States, Europe, and Asia.
Development Opportunities	The non-alpine winter product is a “roll-up” of several activities and includes: cross-country skiing, backcountry skiing, snowshoeing, ice skating, ice sailing, dog-sledding, ice fishing, skijoring [dog(s) pulling a person on skis]. With the exception of backcountry skiing, all of these activities can be pursued by novices or people with limited experience.  Also, technology is making these activities more accessible and safer (easier to use equipment for novices).
Markets	Markets range from local to international.  Local markets could be attracted by get-away type packages which offer instruction in these activities.  International markets also offer very good potential for packages which offer a range of snow-based activities.
Resources/ Locations	The community of Nazko hopes to develop ‘Trapper Cabin’ retreats in the western part of the Forest District this could be linked to ice fishing, cross-country skiing, snowmobiling, ice climbing and snowshoeing. The lodges at Bowron Lake could expand into winter products including dog sledding on Bowron Lake.  Wells is an ideal location from which to experience winter activities along with courses in the arts, evening cultural events or winter carnival.  Winter star gazing is a popular activity. Dog Sled operators from outside the area have brought clients to the Gold Rush Trail Sled Dog Mail Run from Quesnel to Wells. This event is coupled with a winter carnival in Wells that features events featuring skiing, dogsledding and snowmobiling.
Economic Impact Potential	Most of the activities in this category are relatively small and will not be capable of generating significant business on their own.  Realizing economic benefits from this product will depend on the degree to which activities are packaged. Back country skiing and ski touring often require the services of guides and commercial operators.  Nordic and cross-country skiing are less likely to require guide services.
Development Considerations	Commercial opportunities require value added activities and services (other products, accommodation and support facilities).  Commercial opportunities will have to offer a full spectrum of activities.  Helicopter access to more remote areas requires planning, investment and security of land use rights. Waste management control and other utility issues for land-based products are typically significant development factors.  Other considerations include security of tenure on Crown land, parking at “jump off” points, and search and rescue services.
Product Linkages	Linkages are possible with a number of outdoor activities are nature appreciation, wildlife viewing, winter camping, wilderness experience, orienteering, ice fishing.  Facilities such as huts and trails might be shared with summer hiking activities.
Community Actions	A range of actions is required to realize the potential provided by non-alpine winter activities.  These include: - Incorporate this mix of winter tourism activities in the region’s tourism offerings. - Encourage community representatives to become involved in the sub-regional planning process (in order to preserve potential locations). - Confirmation of the availability of suitable areas for various sub-products. - Encourage investment in infrastructure and supporting services in high capability areas. - Identify potential conflict areas (with wintering wildlife, motorized winter activities, logging activities) and develop conflict avoidance/resolution recommendations.

Product	River/lake Recreation
Description	River/Lake recreation includes all kinds of non-fishing activity and includes canoeing, kayaking and rafting.  It includes both flat and white water versions.
Market Size	In Canada, about10% of the population (national and in BC) has participated in canoeing, kayaking or sailing.  Approximately 5% of domestic trips involved these water-based activities.  Nearly one million person-trips were made to or within BC that involved non-swimming water-based activities. In the United States, less than 1% of the population kayak, 7% have canoed, and 5% have rafted.  Only a small proportion of these participants could be considered avid participants.
Demographic Profile	Demographic information is available for Americans for the three sports.
	Canoeing		Kayaking	Rafting
	56% male 52% over 35 years 56% single		70%male 60% over 35years 60% single	65% male 50% under 25 years 68% single
Trends	An enthusiast has been defined as a person who kayaks/canoeists/ rafts several times a year, whereas a participant is anyone else who participates at least once a year.  Whitewater kayakers/canoeists are generally enthusiasts dedicated to the sport. A participant is more likely to value other activities such as culture and scenery, as part of the trip experience.  This category also includes special groups such as schools and women’s groups, who are looking for a “once-in-a-lifetime” experience.  The participant segment could also be looking for a trip which includes river kayaking as only a part of a larger, overall experience There has been a general increase in the pursuit of these activities in keeping with the growth in outdoor adventure generally.  The number of people running river rapids appears to have remained stable.  Interest in whitewater play (rodeo) appears to be increasing among this group of enthusiasts.
SWOT	Strengths	Good and easy access to a variety of streams and rivers. Opportunities in semi-primitive and remote locations combined with opportunities close to good roads and communities. Presence of a few swift flowing, white-water rivers.
	Weaknesses	Lack of supporting infrastructure. Uncertain water levels. Conflicts with fishing and powerboats. Short operating season for optimum white-water opportunities. Distance from large markets and major population centers.
	Opportunities	Paddle wheel replica on the Fraser River. Jet boat tours. River and/or lake based guided tours. Competitive events and spectator opportunities. Commercial packages combining a few to several sub-products.
	Threats	Competition from other regions. Forestry activity and impacts of viewscapes. Security of put-in / take-out sites.
Implications for the North Cariboo	The market for river and lake recreation tends to be restricted to the few percent of persons that pursue these activities.  The North Cariboo has a number of resources suitable for river/lake recreation.  The market will likely be clubs and groups of enthusiasts who will arrange to visit the area for either canoeing or kayaking.  Canoe and kayak retail shops are also potential suppliers of group tours. There is a trend towards taking trips that combine river and lake activities with other activities such as hiking and wildlife viewing.  This situation fits well with the multiple activity profile of lodge guests and offers good potential in the North Cariboo.
Development Opportunities	River recreation includes a variety of potential activities including kayaking, canoeing, rafting, boating, jet boating, and tubing.  There are various categories of river recreation based on water volumes, rapids and gradient.  A six-class system of classes or grades is commonly used: I = Easy; II = Novice; III= Intermediate; IV = Advanced; V = Expert; VI = Extreme. Canoeing generally requires slower moving rivers and streams and also takes place on lakes.  Rafting is usually associated with larger rivers and commercial operations.  Canoeing and kayaking are most often non-commercial activities.  Tubing is a casual activity, often associated with family swimming, beach activities, and leisurely river drifts.
Markets	The current markets are mainly B.C. residents or other western Canada.  The U.S. and overseas markets offer potential, particularly for the well-known opportunities (Bowron Lake chain).  Canoeing and rafting generally have higher participation rates than river kayaking.  River kayaking groups usually engage in club outings rather than with commercial operators.
Resources/ Locations	Several river recreation locations exist in the region.  The key rivers are the following: The Blackwater River provides a multi-day whitewater experience along a natural river; day trips on some sections are possible; difficulty ranges from I to III+.  The Nazko River provides a day trip with good fishing on flat water. The Cariboo River from Kimball Lake to Cariboo Lake is a long day or overnight trip on flat water which provides excellent wildlife viewing and scenery.  Below Cariboo Lake to Quesnelle Forks is suitable for rafting with Grade II to IV rapids. The Quesnel River is suitable a variety of experiences from rafting and kayaking in the section from Likely to Quesnelle Forks and in the Big Canyon near Quesnel to float trips through natural ranch land settings. The Fraser River is suitable for trips by jet boat, voyageur canoe or zodiac.  There is a suitable landing area in downtown Quesnel.
Economic Impact Potential	Economic opportunities and jobs are expected to be modest, likely related to independent, small-scale tour operations, and as services to lodge operations.  This would include rafting and canoeing.  Most kayaking groups are self-guiding; there may be some commercial opportunities for Intermediate level kayaking.
Development Considerations	Development of put-in and pull-out areas is required along with parking.  It will also be necessary to ensure access to appropriate water bodies.  Areas suitable for river kayaking may also offer rafting opportunities.
Product Linkages	There are strong linkages to nature interpretation, viewing, wildlife viewing, camping, fishing, wilderness experience, fish run viewing, diving, cultural and heritage appreciation.
Community Actions	A number of actions are required to realize economic development activity from river and lake recreation.  These actions include: - Involve local canoe/kayak recreationalists in planning for expanded commercial operations. - Highlight the key rivers/lakes and their associated recreational opportunities in promotional material. - Prepare user maps of suitable sites. - Include routes on the area’s web site (CCCTA). - Work with existing river recreation operators to determine expansion interest and potential. - Canvass training institutions to determine interest in, and the market for, additional guide training. - Explore interest in establishing a cooperative booking agency for water recreation tours.

Product	Snowmobiling
Description	Snowmobiling is the act of riding snow machines, either on trails on open areas.  It has become an increasingly popular recreational activity in Canada and the northern states.  Successful snowmobile areas require not only good snow conditions and scenery, but well-developed and maintained trails as well.
Market Size	Snowmobiling is a specialized market.  In Canada less than 3% of Canadians, and 1% of BC residents, participate in snowmobiling.  Approximately 1% of overnight trips involve snowmobiling.  In BC this represented about 60,000 trips.  In the United States participation is reported to be around 5% in the northern states. There is a strong interest among non-snowmobilers to try the sport.  Given the opportunity, a large number of winter travelers could be considered potential candidates.
Demographic Profile	Snowmobiling travellers have the following characteristics: - Fairly even distribution of age groups with most over 35 (60%) - More likely to be male (70%) - Travel with friends (47%) - Relatively affluent (70% with incomes of $50,000 plus) While the median age is 41, many younger people are being introduced into the activity through family outings.  While the activity has traditionally been male-dominated, there are an increasing number of women, couples, retirees and families participating associated with the general increase in the soft adventure market.
Trends	There appears to have been significant growth in snowmobiling over the last decade, however retail sales of machines peaked in the late 1990s. Enthusiasts are more likely to live near areas that have good snowmobiling terrain, own snowmobiles, and be part of a local snowmobiling club or association.  They look for challenging terrain that includes “powder play areas” – large, open areas with high snowfall – as well as a well-maintained, integrated network of trails for touring to interesting and unique destinations. Participants often take on snowmobiling as a day activity as part of longer trip involving other activities such as downhill skiing.  They do not have their own snowmobiles and require gear as well as basic operating and safety instruction.  Participants value the scenery and wildlife viewing opportunities in addition to the thrill of operating the snowmobile.  Participants will go on guided tours whereas enthusiasts are more likely to plan a trip within their own group. Although specific information on their spending is not available, anecdotal evidence indicates that snowmobilers tend to spend more per day than conventional travellers.  This higher spending is based on machine fuel and servicing, plus their tendency to travel in groups, and to use the tourist services available in host communities.
SWOT	Strengths	Moderately good access to areas with varied capability. Suitable snow conditions and climate with relatively long season of use. Extensive back-road areas. Large areas of suitable terrain and topography. Good community services in Quesnel and Wells.
	Weaknesses	Distances from larger markets. Numerous alternative areas in other regions. Potential impacts on wintering wildlife. Relatively low population level in the immediate market area. Land use and land tenure issues. Trespass issues on private land.
	Opportunities	Circuit tour opportunities. Expand the existing snowplay areas. Expand sales and service of machines.
	Threats	Access closures. Avalanches Conflicts with non-motorized winter activities. Wildlife conflicts.
Implications for the North Cariboo	Snowmobiling is a popular winter activity for a small but active group of winter recreationalists.  Numerous trails and several dedicated snowmobile play area exist in the region.  The area (particularly around Wells) also has a reputation as a “snowmobile friendly” area based on their annual snowmobile festivals and events. In addition to riders who have their own machines, there is also broad interest in riding the machines as part of a winter holiday.  Offering the opportunity to go for a snowmobile tour either on trails or into open bowls, would be an attractive draw. There continues to be resource use conflict between snowmobilers and other backcountry users.  These users include backcountry skiers, and could include heli-skiers in the Cariboo Mountains if the current assessment of the area proves positive.  Wildlife conflicts (particularly with caribou) are an ongoing concern. Snowmobliers expect maintained trails.  This is a costly for the host areas and the costs can usually not be directly recovered.  The payback generally comes in the spending generated in local accommodation, restaurants, etc.
Development Opportunities	Snowmobiling involves snowmachine use on logging roads, trails and open areas for touring.  Commercial opportunities exist for guided tours and for the related sales, service and maintenance.  There are also revenues from use of other traveller services used by independent smowmobilers. Experienced snowmobilers are not likely to purchase tours, but they will spend on accommodation and related travel services.  Less experienced or novice snowmobilers are good candidates for tour options. A possible development opportunity for snowmobiling is a dedicated snowmobile lodge.  This could be developed in the eastern or western portion of the North Cariboo.  It could also provide a range of non-alpine activities and also a range of summer activities.
Markets	Snowmobiling mainly has local and regional significance in the region, as there are good or better opportunities through the central interior.  However, a key to catering to this market is providing services and good value for money. There are expanding markets for couples and families.  There are also tie-ins with winter packages at area accommodations.
Resources / Locations	Wells area has well developed trail system including loops for family riding and access to two alpine areas – Groundhog Lake and Yanks Peak.  The Gold Rush Trail provides linkages to Prince George, Quesnel and Likely for long distance touring. Quesnel area has two trail networks – the ‘Chip Dump’ Trails and Milburn Mountain Trails. Nazko is well situated to develop a network of winter trails including the Alexander Mackenzie Trail, Martin Meadow and Kluskus Trail.  There is also access to the high elevation areas of the Itcha Mountains from Nazko.
Economic Impact Potential	Revenue and job creation can be created by providing guided tours and with the sales and service of machines.  Tours could be provided as a component of area vacation packages.
Development Considerations	Crucial to the future of commercial snowmobile is access to terrain.  However, by far the two most significant issues affecting expansion of the activity are potential wildlife conflicts and conflicts with non-motorized backcountry use.
Product Linkages	Linkages and tie-ins with other outdoor products include: Winter camping, wildlife viewing, access to cross-country and backcountry skiing
Community Actions	A series of actions are required to expand the area’s snowmobile appeal.  These are: - Include snowmobiling as a component of the region’s tourism product mix. - Assist with identification of markets and marketing needs. - Identify key areas (natural setting, good access, trail development potential) for development. - Contact other communities in BC that are targeting smowmobiling (i.e., Revelstoke and McBride) to see if any partnerships or shared actions are possible. - Prepare a map of snowmobile trails and play areas (with sponsorship by the area’s snowmobile businesses). - Canvass area First Nations to determine their interest in expanding snowmobile based tourism.

Product	Wildlife Viewing
Description	Wildlife viewing is the act of observing the behaviour of animals in their natural habitat.   It includes all types of animals, including mammals, birds and fish.  It involves travelling to areas offering wildlife concentrations (waterfowl wintering areas or fish spawning channels) where there is an opportunity to observe wildlife.
Market Size	Wildlife viewing has a broad market appeal due to the commonly held interest in seeing wild animals in their natural environment.  In Canada 18% of the population, or 4.4 million Canadians, participated in wildlife viewing in 1996.  Just over 6%, or 1.5 million Canadians participated in wildlife viewing as the main activity of their trip.  Their participation translates into 15 million trips, of which 82% were same day.  Also, 15% or 3.7 million Canadians participated in wildlife viewing as a secondary activity of their trip.  A similar proportion participates in nature photography.  About 4% of overnight trips involve wildlife viewing. In the United States, 30% of the US population are reported to participate in wildlife viewing.
Demographic Profile	The demographic profile of wildlife viewers is as follows:    - almost equally male (49%)and female (51%)    - mainly 25 to 54 years of age    - 82% urban residents;    - two-thirds have some post-secondary education    - participants are from all income
Trends	The popularity of wildlife viewing is growing.  British Columbia had 900,000 more person trips in 1998 than they had in 1996, an increase of 6%.  In 1996, 226,000 person trips included bird or wildlife viewing, while 1998 saw an increase of more than 114% to 485,000.  As a sub-set of wildlife viewing, birdwatching has been showing dramatic growth, with about one-third of all North Americans participating. Wildlife viewers can be categorized as avid or casual.  For the casual wildlife viewer, seeing wildlife is typically not the main reason for choosing a travel destination.  It tends to be an activity that is pursued at the destination.  The avid viewer will visit a destination for the sole purpose of seeing wildlife. In BC in recent years there has been a significant increase in expanding the market for traditional hunting and fishing lodges by offering wildlife viewing tours.
SWOT	Strengths	Region has a broad range of habitat types with opportunities to view a wide variety of wildlife. Excellent opportunities to view salmon runs. Non-consumptive, low impact on resource base. Non-consumptive use of wildlife has a high acceptance level. Good road access throughout most of the region. Some special species (e.g., pelicans).
	Weaknesses	Minimal formal wildlife viewing areas exist. Distance from markets and cost to visit area. Seasonal nature of different species availability. Difficulty in predicting and being confident of viewing success. Safety issues, especially with bears. Unknown impacts on wildlife behavior and reproduction. Some species are extensively distributed, and do not concentrate in predictable areas.
	Opportunities	Develop infrastructure such as trails, guidebooks, interpretation signs and displays, viewing areas, blinds and platforms. Develop interpretation programs and education tours. Strong linkages to other activities such as canoeing, hiking, touring, etc.
	Threats	Inappropriate forest road development in and adjacent to wildlife habitats. Land use uncertainties and forest harvesting. Conflicts with hunting. Habituation of wildlife to humans can diminish viewing experience and increase safety concerns (especially for bears). Impact of viewing and human activities upon animal behavior, feeding patterns and reproduction. Potential conflicts with First Nations’ interests.
Implications for the North Cariboo	To be successful as a wildlife viewing destination, it needs to be possible or likely to see wildlife within a reasonable timeframe (approximately 30 minutes).  Sites need to be accessible and be uncrowded.  Ideally, the sites should be in a scenic area. Wildlife viewing tours to see popular and/or unique species including pelicans, bears, caribou and moose are opportunities for the North Cariboo.  Also, the opportunity to view wildlife as part of sightseeing trips or vehicle tours through the region would provide an incentive to extend the length of time visitors spend in the region. Wildlife viewing is an important component of rural lodge developments, providing another ingredient in the range of things to see and do.
Development Opportunities	Wildlife viewing is the act of observing the behaviour of animals in their natural habitat.  There are several distinct groups: carnivores (black bear, grizzly bear, cougar, wolves, coyotes); ungulates (mule deer, elk, caribou, moose); birds (waterfowl, shorebirds, water birds, birds of prey, passerines, upland game birds); fish, especially salmon runs. The product involves guiding people to viewing areas and providing interpretation.  The region has good potential because of the simplicity of the activity and broad appeal of seeing animals in their natural environment.
Markets	Wildlife viewing caters to a broad market.  Unguided wildlife viewing could appeal to the pass-through market and provide incentives to stay longer in the region. Significant wildlife concentrations such as salmon runs, bear feeding areas, and unique species such as pelicans, will have appeal to more distant and destination markets.
Resources/ Locations	Several sites have high wildlife viewing potential.  The key locations are: Bowron Lakes canoe circuit provides excellent potential to see deer, moose, black and grizzly bears.  At the bridge at the mouth of the Bowron River sockeye salmon, bald eagles and osprey can be seen.  The slough at the south end of Bowron Lake can be accessed as a day trip to see a variety of birds including eagles, osprey, and bitterns. The wetlands surrounding Wells provide birding opportunities especially in spring and fall when migratory birds including swans may be seen. Mule deer, white-tailed deer, moose and caribou are often seen on Highway 26 between Quesnel and Wells. The Quesnel Highlands and Itchas-Ilgatchuz are home to caribou, bear and mountain goat. The Nazko Valley provides excellent birding.  Bald Eagles and osprey nest along the Nazko and Blackwater rivers, rare white pelicans feed at Wutlus and Tzazati Lakes, and trumpeter swans can be seen at Gillies Crossing.  As well this area is home to most large ungulates as well as bears, wolves, cougars and lynx. The Quesnel River and tributaries of the Fraser River provide salmon spawning viewing.
Economic Impact Potential	Much of the wildlife viewing product is self-guided and independent.  The economic impact is restricted to the service sector (accommodation, restaurants, etc.) for those travellers who are enticed to stay longer. Direct impacts would be created for guided and interpreted tours.  Neither opportunity creates any negative economic impacts as there is limited conflict with other users, and would likely have high community acceptance.
Development Considerations	There are opportunities to combine wildlife viewing with related activities such as geologic interpretation, heritage appreciation, nature study, hiking, canoeing, and ecotourism.  Association with fisheries and wildlife enhancement, and Ducks Unlimited projects are also possibilities. The activity typically has a low to medium capital investment, usually for transportation (private sector) and for viewing sites or platforms (public sector).  Appropriate access is a key issue, as is permitting and tenures.
Product Linkages	Wildlife viewing lends itself to links with other products such as nature study, hiking, canoeing, back roads touring, trail riding, heritage interpretation.  The key linkage, however, is with lodges as wildlife viewing is typically one of the activities that can be offered.
Community Actions	The following actions are intended to advance wildlife viewing as a tourism product in the North Cariboo. - Incorporate wildlife viewing as a component of the region’s tourism mix. - Based on the description and mapping supplied in this report, select the most high profile location for initial development. - Prepare a development plan for the site, including consideration of species available, seasons, access, tenure, and costs. - Identify funding sources and potential partners. - Establish facilities such as viewing platforms and blinds, interpretive signage and displays. - Develop and maintain trails and access. - Develop interpretation and educational programs.

5.3 SUMMARY OF FACTORS AFFECTING TOURISM DEVELOPMENT

5.3.1 PRODUCT COMPARISONS

The preceding analysis presents a description of opportunities and development considerations for the ten products assessed.  Each product has been discussed individually and independently, based on a number of development criteria.  This review has produced a consistent summary of the development potential of each product.

This analysis does not, however, indicate which products are likely to be the most significant or offer the greatest economic impact.  The following chart tallies the development potential of the products.  It includes the following information:

- a rating of the likely cost of undertaking the development  (a measure of the relative cost or ease of pursuing the development)

- the direct revenue potential  (a measure of the revenue that could be generated by the development relative to the other products)

- the indirect revenue potential  (a measure of the amount of the revenue that could be generated by activity participants in the area, relative to other products)

- impact rating  (a measure of the relative potential economic impact – H/M/L)

- impact ranking  (a measure of the numerical order from 1 (highest impact ) to 10 (lowest impact)

The chart uses a three-value scale of High/Medium/Low (H/M/L).  The values have been assigned by the analyst based on the information and analysis presented in the earlier chapters of this report.  The scores are judgmental, but are intended to reflect the relative relationship among the products.

Table 5-1

Economic Impact Potential by Product

Product	Development Potential
	Development Cost	Direct Revenue	Indirect Revenue	Economic Impact Rating	Economic Impact Ranking
Automobile Touring	L	L	M	L	9
Freshwater Fishing	M	M	L	M	4
Heritage Attractions	H	L	H	M	2
Hiking	M	L	M	M	5
Industrial Tourism	L	L	H	M	8
Lodges	H	H	M	H	1
Non-Alpine Winter	M	L	L	L	7
River Kayaking/Canoeing	L	M	M	L	10
Snowmobiling	M	H	H	H	3
Wildlife Viewing	L	L	H	M	6

Based on this comparison of products, the three products likely to have the greatest economic impact on the region are lodges, heritage attractions, and snowmobiling.  All three rated “High” in terms of their economic impact, and were ranked 1, 2 and 3.  These three products also have high development costs relative to the other products.

At the other end of the scale are Industrial tourism, Automobile touring, and River Kayaking/Canoeing – which all scored relatively low ratings, and ranked 8, 9 and 10.  Although rating down the scale in terms of economic impact, they are also the least costly to develop, and relatively easy to initiate.

It is important to note that the above is an analytical exercise intended to provide an unbiased assessment of the development potential of the products.  This should not preclude individuals or groups, who have a particular interest or passion for an activity that did not score high, from pursing the activity.  Economic impacts (both revenue and jobs) will only be created if entrepreneurs and investors put up capital to develop these opportunities.

5.3.2 PRODUCT-MARKET MATCH

The ten products analyzed have various degrees of appeal to different markets.  The following table charts the likely appeal of the ten products to different geographic markets.  The matrix uses the same scale of High/Medium/Low (H/M/L) to denote the likely appeal that the products could have within each market segment.  It is noted that this charting is based on “typical” commercial products, as there is a huge range of qualities and types of projects tha