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Tourism Wells Gray manager ‘optimistic’ sector will recover in Clearwater

Before the pandemic hit, the tourism industry in Clearwater was at its peak.
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Wells Gray Information Centre had more visitors than any other infocentre in B.C. in 2017. (File photo)

This year, Tourism Week 2021 is asking Canadians to take a pledge to explore their own backyards and support local businesses this summer as part of a #tourismcounts campaign.

Tourism is a large economic driver in British Columbia, and until the pandemic hit in early 2020, it was on it’s way to becoming a large part of Clearwater’s economy as well.

Stephanie Molina, executive director of Tourism Wells Gray, said it’s easy to forget the importance of the tourism industry and how it affects those living in the community, as well as the economy.

Tourism in Clearwater and Wells Gray Park had seen year-over-year growth for the last four or five years, despite the wildfires in the area, she added. Over 400,000 people had visited the North Thompson and Wells Gray Provincial Parks in a single year - big numbers for a town of 2,500.

With the mill closure in 2019, tourism was in a position to step up and be a major contributor to the economy. Molina believes this is still true, even as the pandemic carries on.

“It might take some time for us to recover,” she said. “I’m optimistic we will recover quickly from the impacts of the pandemic if restrictions are lifted and borders are opened.”

Clearwater and Wells Gray’s tourists had largely been international, prior to 2020, with a lot of them coming from Europe, but with the recent travel restrictions, the focus has been on those in the North Thompson.

Tourism Week’s #tourismcounts campaign, which runs from May 23 to 30, aims to shine a light on not just the impact tourism has on the economy, but the impact the pandemic has had on tourism, as it’s a “people business.”

While travel restrictions have been put in place, whether provincially or internationally, people will travel again, the campaign website noted. The hope is that people will take advantage of the lifted restrictions, while continuing to follow health guidelines, and travel locally this summer.

Many would see tourism and think provincial parks and lakes, but in reality, it has a much larger affect. Gas stations, hardware stores, gift shops and even the local paper are all affected as people purchase camping gear, gas up their toys and attend local events.

“It touches almost everyone in this community, whether its directly or indirectly,” said Molina. “A week to reflect on how important it is for Clearwater, how grateful we are to all the people who work really hard to make this community not only a place for British Columbians to enjoy, but really make it an internationally worthy destination.”

In B.C., the tourism industry generated $22.3 billion in revenue, and tourism exports $7.2 billion. In 2018, tourism contributed more to the province’s GDP than any other primary source, including forestry, agriculture and fishing, mining and oil and gas, according to the Tourism Industry Association of BC website. One in 10 jobs in B.C. is connected to tourism.

Clearwater and Wells Gray are unique, said Molina, in that there’s something for every budget, whether it’s hiking to the waterfalls in the park, horseback riding tours, renting boating equipment and exploring Clearwater and Azure Lakes, or just relaxing at Dutch Lake with a picnic or walking the river trails in town.

“There’s really lots to do, and in terms of our culinary scene, it’s growing and it’s always exciting to see the restaurants that open up for the season as well,” said Molina. “They’ve made wonderful renovations and have beautiful warm patios for people to enjoy this early in the season, so I think the pandemic has us in practice of really relying on our local businesses.”

Even when restrictions lift, she added, it’s important to continue to support those businesses, plan a local holiday experience, and show support for those who live and work in Clearwater. She also stressed that tourism isn’t the sole solution to keeping Clearwater’s economy strong, as she recognizes the local government’s hard work to attract and grow other sectors in the area.

“It’s really important to have a diverse economy,” said Molina. “But there’s no doubt that tourism is a big part of that.”