In 1979, the Provincial Development Plan called for Whistler to build a tourist resort village. Accommodation and commercial spaces developed in prime areas were designated “Resort Lands” under the Resort Municipality of Whistler Act (1975) and many properties have covenants registered on title to ensure that accommodations in these prime locations will be available for rent to tourists visiting Whistler.
The Whistler Resort Association (dba Tourism Whistler) was formed to market and promote Whistler, using assessments paid by its Members to support its marketing and sales initiatives. Membership is therefore compulsory for all owners of property on Resort Land and all Members are required to pay assessments. This principle is set out in the Association Bylaws to ensure assessment contributions are raised on a fair and equitable basis. In addition, this membership requirement is registered on title to the property, so all purchasers of property on Resort Land are notified of their membership obligations.
Tourism Whistler is accountable to its Members to show results for assessment dollars. Annual membership assessment fees are invested in marketing and sales initiatives aimed at achieving Tourism Whistler’s primary objective: increasing overnight visitors to the resort, noting that an overnight visitor also participates in resort activities, dines in local restaurants, and shops in local retail stores.
Marketing and sales initiatives include brand advertising, group sales, promotional campaigns, events and media relations – all focused on attracting guests to the resort. The whistler.com website and Whistler.com Reservations (1.800.944.7853) provide a central reservation service for Whistler, ensuring that potential visitors directed to this call-to-action are given the information and support they need to book their visit to Whistler.