Pre-winter bookings in Whistler are pacing more than 85 per cent ahead of where they were last year (though still more than 25 per cent below pre-pandemic levels), according to Tourism Whistler (TW)—but access to labour and testing requirements for travellers remain significant hurdles as winter approaches.
“Without a doubt we anticipate that there is some pent-up demand; we are seeing some strong bookings,” said Barrett Fisher, TW’s president and CEO.
“Primarily, we’re seeing interest coming from Canadian markets.”
U.S. bookings are currently tracking behind where TW would hope, “but interestingly, we are seeing some potential strength coming out of the U.K.,” Fisher added.
“And so we’re really focusing on markets where we think that there is resilience and there’s the opportunity to travel, and the U.K. certainly fits into that category.”
TW’s winter marketing launched Oct. 4, primarily with a focus on B.C., Ontario and Quebec in Canada, and in Washington state and California in the U.S.
“And then we have also launched our programs in the U.K. and Mexico,” Fisher said.
“Mexico is another one that we feel has got some resilience, and that we hope to see some return coming out of that market as well.”
With that in mind, COVID-19 testing requirements for visitors to Canada (and the associated costs) could still put a damper on winter visitation.
“The good news is, though, that we are seeing a number of both independent doctors and private companies that will be looking at offering COVID testing solutions right here in Whistler, that will also be cost effective,” Fisher said.
“So that certainly will give some comfort for those who want to come to Whistler and not have to worry about leaving the resort and getting tested in Vancouver and cutting their trip short … that fares well for this upcoming winter, and our team has been working hard on that as well.”
The other potential stumbling block is one employers across the country have been struggling with for months: labour.
To that end, TW and the Whistler Chamber of Commerce have teamed up on a new recruitment video highlighting the benefits of living, working and playing in Whistler.
The video is currently being marketed across Canada, with plans to expand internationally in December and January, said Chamber CEO Melissa Pace.
“The chamber knows that the biggest pain point [for businesses] in our community is labour; we’ve heard them loud and clear,” Pace said. “It’s not a new issue, it’s just the issue has become critical to not just the tourism industry and food services, but everyone in our community.”
Pace encouraged Chamber members to post their listings on the Chamber’s job board at whistlerchamber.com/workforce-hub to take full advantage of the recruitment video.
There’s also a job fair in the works for early November, Pace said (details to come—stay up to date at whistlerchamber.com).
The other “call to action” for employers (and workers) is to participate in the Sea to Sky Workforce Survey, which has been extended to Nov. 7 at midnight (find it at whistlerinstitute.com/2021-workforce-survey), Pace said, adding that employers should also take part in the BC Chamber’s annual Collective Perspective survey.
If 100 or more Whistler businesses take part, “we as a chamber receive our own data, and I can’t stress enough how important it is to get this data,” Pace said.
“It’s hard to advocate without data.”
On the topic of advocacy, Pace said she met recently with provincial minister of jobs, economic recovery and innovation Ravi Kahlon to share Whistler’s perspective.
One of the asks was for more transparency around the Provincial Nominee Program’s points allocation system, and to ensure it accounts for regional unemployment rates, Pace said.
On a similar note, Pace also met recently with MP Patrick Weiler, along with Whistler Immigration’s Brooke Finlay, to discuss unemployment in the region.
One of the major sticking points as of late has been the federal government’s approach to unemployment data in Canada as a result of the pandemic, using a country-wide six-per-cent unemployment rate to guide immigration through things like the Temporary Foreign Worker Program (TFWP).
“What I suggested the ask be, just in the immediate term, is get that regional labour market information, or unemployment rate information, back as part of the TFWP,” Finlay said, noting that the six-per-cent figure isn’t accurate for Whistler.
“What’s actually happening and the reality of the labour market isn’t reflected in the current TFWP directive, and that’s creating a lot of hardship for employers, specifically when it comes to back-of-house and kitchen, as well as housekeeping and room attendants.”
Weiler was not available for comment before Pique’s deadline, but “he mentioned that it’s something that he’s been working on,” Finlay said.
“According to [Weiler], there is something tangible coming down the pipeline that should help Whistler employers and other employers in these industries, which is super positive.”
Attracting workers to the resort—whether through higher wages, affordable housing or other benefits—will no doubt be a hot topic at the Whistler Chamber’s AGM on December 1.
“We’re bringing some experts in to talk about labour, talk about benefits, all those types of things, so that we can walk away with something that might help our community look forward in the future about what needs to happen with wages and benefits,” Pace said, adding that the business community is heading into the winter “being cautiously optimistic.”
But while Whistler will always be an attractive place for workers, there remain some big issues to be addressed.
“Housing—the price of housing, the affordability and the accessibility—that poses a big problem for us to be able to retain staff,” Pace said.
