Ucluelet Tourism Plan



Tourism is one of Ucluelet’s main economic drivers, employing 400-500 people regionally and generating $50-60 million in regional spending each year. Done right, tourism can bring many benefits to communities; doing it right requires proactive planning and ongoing governance for community success.

The District of Ucluelet and Tourism Ucluelet have embarked on a Tourism Plan that will identify a shared community vision for tourism, and strategies to achieve it. The plan will build on the assets that have made tourism and collaboration successful to date, leverage what Ucluelet is good at, proactively align with community expectations, and identify new opportunities and strategies for meeting a changing visitor need and demand.

What is a tourism plan?

More than any other industry, tourism requires collaboration and partnering amongst local, regional and provincial organizations as well as local residents, business groups and operators. A community-based tourism plan is a document informed by the community and developed by a group of stakeholders with a broad cross-section of interests related to tourism. The planning process provides an opportunity for business, local government, cultural organizations, other community-based groups and community members to:

  • Identify a tourism vision that supports broad community desires
  • Understand tourism resources and potential
  • Identify and capitalise on existing and emerging tourism opportunities
  • Address tourism obstacles to overcome
  • Allocate resources to pursue actions in the short / medium / long term
  • Set the future stage for long term success


Process and Timeline

The process for the development of Ucluelet's tourism plan is:

Tourism Plan with Dates DoU

The tourism plan process will be led by WCS Engagement + Planning, who will work closely with a Tourism Plan Working Group, comprised of the following organizations:

  • Black Rock Oceanfront Resort
  • Clayoquot Biosphere Trust (CBT) - West Coast Nest
  • District of Ucluelet
  • Heartwood Kitchen
  • Pacific Rim Arts Society (PRAS)
  • Parks Canada
  • Tofino Long Beach Airport
  • Toquaht First Nation
  • Tourism Ucluelet
  • Ucluelet Aquarium
  • Ucluelet Chamber of Commerce
  • Ucluelet Consumer Coop
  • Yuułuʔiłʔatḥ First Nation
  • Wild Pacific Trail Society


Engagement Survey Report and Summary

An online survey was conducted between mid-May and mid-June 2021. The survey sought community input on a community tourism vision, current perceptions on tourism, and our strengths and concerns for tourism.  An engagement summary infographic and the full engagement report can be viewed by clicking the Images below.

 Ucluelet Tourism Survey Engagement Snapshot Sept 9th  Ucluelet Tourism Survey Engagement Summary Report Blended Sept 9th

 Tourism Plan Open House - Tuesday, October 5, 2021

 Tourism Plan Open House Poster


Click Here to Register for Session 1: 5.30pm - 6:45pm

Click Here to Register for Session 2: 7.00pm - 8:30pm

 Instructions for Online Input

We are using an online collaborative whiteboard called Miro. We are seeking input on four questions; each question will be on a separate Miro board. Please follow the links below.

  1. Miro practice board – use this board to familiarize yourself with Miro and its functions
  2. Vision for Tourism
  3. Ucluelet Tourism Goals
  4. Tourism Concerns
  5. Ideas for Tourism

Background Information:

Downloadable Documents

Destination BC - 2019 Value of Tourism
Destination BC - 2021 Market Profile
District of Ucluelet - Parks and Recreation Master Plan
District of Ucluelet - 2019-2022 Resort Development Strategy
Tourism Ucluelet - 2021 One Year Tactical Plan
Tourism Ucluelet - Five Year Strategic Business Plan
Tourism Ucluelet - 2019 Strategy Statement and Strategy Pillars

Useful Links

Destination BC - Tourism Industry Dashboard
Province of BC - Resort Municipality Initiative (RMI)
Destination BC - Regional Destination Development Strategy for Vancouver Island

Tourism Resources:

Ministry of Tourism, Arts, Culture and Sport
Indigenous Tourism Association of Canada
Indigenous Tourism BC
Destination BC 


Abby Fortune, Director of Parks and Recreation, District of Ucluelet afortune@ucluelet.ca
Denise Stys-Norman, Executive Director, Tourism Ucluelet denise@discoverucluelet.com
Dan Wilson, Consulting Lead, WCS Engagement + Planning dwilson@whistlercentre.ca