Press Release

Tens of thousands of spectators enjoyed events and celebrations in Whistler during the 2010 Winter Games, with approximately 3.5 billion people around the world watching compelling images of the resort on their televisions and online. The Winter Games were a runaway success as a tourism experience, and further cemented Whistler's reputation as one of the world's must-visit resort destinations.

• Based on a study conducted by Tourism Whistler in partnership with Tourism British Columbia, awareness of Whistler increased significantly in the key overseas markets of United Kingdom, Germany and Australia. The study measured awareness of Whistler before and after the 2010 Winter Games (November 2009, January 2010 and March 2010). Increases by market:
  • United Kingdom - awareness increased from 32 per cent to 45 percent
  • Germany - awareness increased from 19 per cent to 42 per cent
  • Australia - awareness increased from 48 per cent to 62 per cent
• During the 17 days of the Olympic Winter Games, Whistler achieved an average occupancy of 97 per cent. In the months leading-up to February 2010, Tourism Whistler had forecasted 90 per cent occupancy during the Olympic Winter Games period, acknowledging that this would require out-performing the levels achieved by each of the recent host destinations of the Winter Games - including Torino, Italy and Salt Lake City, US.
• Final numbers are not yet available for the 10 days of the Paralympic Winter Games; however, pace reports indicate an average of 75 per cent occupancy for these dates in March, representing a significant increase over the same period in 2009.
• Whistler's enhanced Games-time visitor information services program, led by Tourism Whistler in partnership with the Resort Municipality of Whistler, served more than 100,000 visitors through 10 walk-up service locations including four temporary kiosks along the Village Stroll. This is compared to approximately 29,000 visitors who were assisted in February and March of 2009.
• Coverage of Whistler by non-broadcast media (print, radio and online) increased 10-fold as a result of Games-time exposure. Tourism Whistler tracked approximately 100,000 global news outlets in more than 110 countries; Whistler was mentioned in more than 220,000 articles and stories in the first 12 weeks of 2010 as compared to 25,000 articles and stories over the same period in 2009.

The value of the Games-time broadcast coverage is being leveraged by Tourism Whistler - with marketing and sales efforts aimed at converting awareness of Whistler into visits from travellers in existing and new markets in the months and years ahead. A vital new message being shared with potential visitors focuses on the many legacies of the 2010 Winter Games that will now be an essential part of their Whistler experience. Some of the Whistler legacies that will be enjoyed by future visitors include:

• Whistler Olympic/ Paralympic Park - positions Whistler as a destination for cross-country skiers from around the world and as a site for future World Cup events.
• Whistler Sliding Centre - a public ride program is being launched in the 2010/ 2011 winter season for visitors who want to experience bobsleigh and skeleton; World Cup competitions have already been scheduled for next winter.
• Whistler Medals Plaza - becomes a community and public gathering place for future events and Village animation, as well as a commemoration to the Games.
• Olympic/ Paralympic Village Whistler (Athletes' Village) - converted to 220 resident-restricted housing units for Whistler residents as part of the most recent affordable housing initiative in the new Cheakamus Crossing neighbourhood; visitors will also benefit as the mixed-use neighbourhood will include a 180-bed hostel providing even more choice for the budget conscious traveler.
• Whistler High Performance Centre - helps sport groups choose to train in Whistler by offering start-of-the-art strength and conditioning resources and affordable accommodation options.
• Passive House - the first structure of its kind in Canada, this sustainably-designed building heats, cools and ventilates itself. Built as the headquarters for the Austria House at Games time, this facility will become the main office and visitor service hub for the local mountain biking and cross-country ski clubs in summer and winter respectively.
• Enhanced fibre network - The significantly expanded network of more than 200 kilometres of fibre optic cabling throughout the resort will allow for leading-edge broadcast transmission capabilities. This will significantly enhance Whistler's capacity to provide valuable connectivity in-resort for major events and group business, as well as assisting media with delivering images and video from the resort to viewers around the world.
• Sea to Sky Highway upgrade - a $600 million investment to improve the safety, reliability and capacity of the highway between Vancouver to Whistler is providing visitors with an easier and more enjoyable journey to and from the resort.

tags: mountainwatch, whistler, olympic, games, visitors, tourism, marketing

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