BC Tourism Resiliency Network – Ready to E-Market
The Challenge
In 2021, the pandemic left tourism operators on Vancouver Island in a critical position. While the Tourism Resiliency Program was established to offer a lifeline, a significant gap was identified: many long-standing businesses relied exclusively on word-of-mouth marketing. These operators lacked the digital infrastructure, technical knowledge, and online visibility required to survive in a contactless, digital-first economy.
The Action
I was contracted in February 2021 to build and launch the Ready to E-Market program and service offered within the Tourism Resliency Network. My role evolved from initial curriculum design to high-volume service delivery across the province.
Curriculum Development: I designed a structured learning path that moved operators from foundational digital knowledge to advanced execution, including PPC, UX, and social media strategy.
Workflow Design: Created the internal systems for the Tourism Resliency Network to onboard, track, and support hundreds of stakeholders to efficiently navigate this program.
Digital Coaching: Provided one-on-one consulting for over 500 businesses, delivering website audits and actionable roadmaps to increase online revenue.
Specialized Training: Developed and led webinars for Tourism Vancouver Island on web accessibility, social media algorithms, and e-commerce integrations (Shopify, Checkfront, and Meta Business Suite)
The Result
The program was so successful with its initial rollout through Tourism Vancouver Island (4VI) that it was adopted by the BC Tourism Resiliency Network for province-wide distribution.
Scale: Successfully supported 500+ tourism operators over a two-year period.
Longevity: The program’s impact led to a full renewal from 2021 through March 2023.
Impact: Transitioned traditional offline operators into digitally-competent businesses with modern booking systems, accessible websites, and measurable digital marketing ROI.
Insight 1: Personalized Support Vs On Demand Learning
While the market saw a rise in one-size-fits-all on-demand video training, many tourism operators reported an inability to translate generic advice into business-specific actions. By prioritizing one-on-one support, I bridged the gap between theory and execution, which stakeholders cited as the primary driver of their success. Many operators took and passed the Alcrity Digital Training course, but found they still needed the one-on-one help as they began implementing the strategies they learned.
Insight 2: Teaching VS Downloading
Our sessions focused on active implementation rather than passive listening. By using screen-sharing to guide operators as they performed tasks themselves, we moved beyond information downloads to build genuine muscle memory. This approach ensured operators felt "in the driver's seat" of their own digital assets, significantly increasing their long-term self-sufficiency.
Insight 3: Accessibility-First Coaching
By building the curriculum according to WCAG 2.1 (Web Content Accessibility Guidelines) and human-centred design principles, I removed the intimidating technical barriers often found in digital marketing. This judgment-free environment boosted operator confidence, leading many to request follow-up sessions specifically to translate complex terminology from other service providers into actionable business knowledge.