By Andru McCracken

Randy Love spent a week in Valemount learning about the trials and tribulations of local tourism operators. One of his goals is to communicate to the government the challenges that operators face, so that their policies will help and not hinder tourism development.

But Love also brings a message of caution to a community seeking to renew itself in tourism.

“Tourism is like an oncoming train. If you just let it go, it will cause destruction. You have to jump on it, lay the tracks and take it where you want it to go,” said Love.

Love visited a number of local businesses, like Willow Burl Cabins, Mountain Reach B&B, Borderline and Bustin’ Trout during his sojourn here.

He is one of four people doing similar work across the province.

“From all the regions and all the towns that I’ve been to, this area is definitely a couple of steps ahead,” he said. “There are a lot of communities that don’t have all the guides. They don’t really have accommodation. This region even has hiking guides, which is rare. All the basics are set up here. All it needs is to have more tourists.”

Love said it’s a matter of doing marketing and promotions to get people here.

“A point of caution, I tell people to get the community involved and find out how much growth this community wants. With tourism, sometimes it can be a raging bull. It can get out of hand,” he said.

“There is nothing wrong with putting together a plan and saying we only want to grow so big.”

Love said sometimes things do get out of hand, like the crisis that occurred in Tofino last summer when the community ran out of water.

“That is just tourism growth uncontrolled,” said Love. “There are other communities where they have embraced houseboats, but houseboat companies are starting to build up larger resorts and the community is starting to lose its small town feel.”

Love believes that communities need to get involved in tourism development, and mentions Golden as an example of a community that has taken charge with a strong official community plan.

Love said that a good community plan must involve everybody, not just tourism operators.

His findings will be presented to politicians from the Ministry of Tourism, Tourism BC, Ministry of Economic Development and universities.

“These are the people who are making policies, but they don’t know the realities, because they don’t have the opportunity to get out. We’re doing that for them,” he said.

Love plans to come back soon to do a presentation on signage, giving local tourism operators tips on how to make it work for them.