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New policy aims to enhance visitor experiences
As the summer tourism season approaches, British Columbia’s wineries, breweries, cideries and distilleries are gearing up to offer enhanced tour and service experiences for visitors.
In response to industry feedback, the province has implemented a suite of policy changes aimed to enhance visitor experiences at wineries and other liquor-manufacturing sites this summer.
Improvements to the customer experience include:
* allowing people to sit and enjoy samples while on a guided tour;
* allowing packaged liquor sales in more places on site, including tours;
* allowing more flexibility around sampling so liquor manufacturers can customize sampling experiences for visitors; and
* allowing manufacturers to sell and promote their products in picnic areas and host visitors more effectively.
By partnering with liquor manufacturers, government aims to ensure the long-term sustainability and success of an industry that is vital to the province’s economy and identity, a Ministry of Public Safety and Solicitor General media release noted.
“Recent years have been difficult for wineries and tourism across the province, and we are taking action to support these valuable businesses,” said Mike Farnworth, Minister of Public Safety and Solicitor General. “The changes we are making will create better experiences for visitors of wineries and liquor manufacturers across the province, helping them – and all of B.C. – to be a more competitive and desirable destination for visitors. ”
“We’re excited about the new opportunities for guided tours, sampling and sales, which will allow us to showcase our products and hospitality in even more innovative ways. These changes will not only benefit our industry but also contribute to the growth of tourism in British Columbia. We’re grateful for the province’s responsiveness to industry feedback and look forward to welcoming visitors to our breweries this summer,” stated Ken Beattie, executive director of the BC Craft Brewers Guild.
“Wine Growers BC appreciates these practical updates to improving the visitor experience at a B.C. winery. Wine tourism is a critical contributor to a winery’s bottom line and an economic impact that is felt across the province,” added Miles Prodan, president & CEO, of the Wine Growers British Columbia.
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