Module 2: Tourism investment readiness

A community profile is a core economic development tool. It provides information investors need to understand your community and evaluate opportunities.

A tourism‑specific community profile includes additional information about the visitor economy, tourism assets, partnerships, development strategies, and destination branding.

When building your profile, consider tourism assets located outside your community boundaries. A regional perspective can help investors understand the full market opportunity.

Review and update the profile regularly.

Key components

Community overview
Provide a short description of your community, including its history, culture, and key attractions. Highlight what makes the community appealing as a tourism destination. Develop this content in partnership with local First Nations and regional partners.

Brand identity
Describe your destination’s unique selling points and competitive advantage. Include core values, destination personality, and brand promise. A clear brand story helps investors understand what sets your community apart.

Tourism‑specific assets
List key natural, cultural, recreational, and event‑based attractions. These assets show existing demand and opportunities for visitor experiences.

Demographics and labour force data
Include population trends, workforce characteristics, and education data. This helps investors assess labour availability and capacity.

Infrastructure and accessibility
Outline transportation options, utilities, and digital connectivity. Investors need to know how visitors reach your destination and whether services can support growth.

Maps and visuals
Use maps to show location, attractions, and access routes. Visuals help investors unfamiliar with the area quickly understand the setting and scale.

Quality of life
Highlight health care, housing, schools, and recreation. These factors are important for attracting and retaining tourism workers.

Visitor economy data
Include up‑to‑date data on visitor spending, markets, and trends. This information supports the business case for investment.

Tourism development strategies
Link to local, regional, and provincial tourism development strategies that guide investment and destination development. These show coordination and long‑term direction.

Contact information
Clearly identify the main contact for tourism investment inquiries. You may also include contacts for local, regional, and provincial destination management organizations.

Best‑practice examples

Good

• Public contact information for an economic development lead
• Basic demographic and labour data included
• List of major attractions, events, and amenities
• Website includes a page focused on tourism

Better

• Tourism‑specific community profile with branding and visitor data
• Strong working relationship between EDOs and DMOs
• Website updated regularly with news and events
• Maps showing tourism assets

Best

• Downloadable, customizable profiles for investors
• Neighbourhood‑level data and interactive maps
• Sector‑specific information available online

A clear and up‑to‑date land inventory helps investors quickly understand what land is available for tourism development.

A strong inventory reduces uncertainty, speeds decision‑making, and builds investor confidence.

Key components

List of available sites
Include lot size, zoning, ownership, and development potential. Ensure sites align with community plans and tourism goals.

Utilities and infrastructure
Describe access to water, power, sewer, natural gas, and telecommunications.

Accessibility
Note proximity to roads, airports, and transit. Consider access for visitors and the workforce.

Environmental and planning information
Highlight any site‑specific considerations, such as environmental conditions or assessments.

Best‑practice examples

Good

• Basic electronic list of available land and properties
• Key details such as size, zoning, and price
• Summary of utilities

Better

• Searchable online database
• Detailed site descriptions and development charges
• Information on past use or remediation

Best

• GIS‑based inventory with mapping and analysis tools
• Real‑time updates on availability and pricing
• Cost information tailored to project type

Infrastructure is a foundation of tourism investment. Investors need confidence that communities can support visitors and tourism businesses now and in the future.

Sustainability and long‑term resilience are also increasingly important to investors.

Key components

Visitor services
Inventory public tourism infrastructure such as washrooms, parking, parks, transit, and visitor information services.

Transportation access
Assess roads, transit, active transportation, and proximity to airports.

Utilities and services
Confirm reliable water, power, internet, and sewer capacity. Highlight sustainable practices and efficiency improvements.

Future‑ready planning
Share plans that address future capacity needs and support environmental protection and cultural stewardship.

Education and collaboration
Describe efforts to promote responsible travel and protect natural and cultural assets.

Best‑practice examples

Good

• Basic audit of infrastructure and visitor services
• Zoned land available for tourism
• Sustainability principles included in planning

Better

• Infrastructure gaps identified in strategic plans
• Visitor services updated as needs change
• Sustainability plans developed with partners

Best

• Infrastructure planned to be scalable and future‑ready
• Visitor feedback tracked and used
• Third‑party sustainable tourism certification

Tourism investment relies heavily on clear storytelling.

Investors want to understand your destination’s identity, market potential, and long‑term vision, as well as how demand will be generated.

Key components

Tourism investment marketing plan
Develop a plan focused specifically on attracting tourism investment. Identify target investor markets, development opportunities, and messaging.

Destination branding
Align investor messaging with visitor branding. A consistent story helps connect investment opportunities with market demand.

Collaborative marketing
Work with regional partners to promote investment opportunities and expand reach.

Trade events
Participate in tourism and investment events to connect directly with investors.

Promotional materials
Create professional materials that highlight tourism assets and priority opportunities.

Success stories
Share examples of successful tourism investments to demonstrate credibility and potential.

Best‑practice examples

Good

• Community profile available online
• Basic promotional materials
• Clear contact information

Better

• Tourism‑specific marketing plan
• Alignment with regional and provincial branding
• Local ambassadors available to meet investors

Best

• Full suite of branded materials and sector sell sheets
• Active trade show participation

Investor confidence depends on access to knowledgeable and responsive support.

Strong collaboration between economic development and destination management organizations is key.

Key components

Dedicated contacts
Identify clear points of contact for tourism investment inquiries.

Tourism investment knowledge
Build understanding of tourism markets, priority projects, sites, and approval processes.

Partner collaboration
Support regular information‑sharing between EDOs and DMOs, including governance links where possible.

Planning and permitting clarity
Provide clear information on approvals, timelines, and costs.

Resource awareness
Ensure partners are familiar with provincial and federal programs, data sources, and industry trends.

Best‑practice examples

Good

• Dedicated contact in place
• Basic knowledge of tourism assets and processes
• Clear planning documentation

Better

• Staff trained in tourism investment and market trends
• Active collaboration between EDOs and DMOs
• Online zoning and permitting information

Best

• Ongoing professional development
• Formal governance links
• Streamlined approvals for priority projects

Visitors experience regions, not just individual communities. Regional and Indigenous partnerships strengthen destination appeal and investment opportunities.

Collaboration also supports authentic Indigenous tourism and shared benefits.

Key components

Regional collaboration
Participate in regional tourism and corridor initiatives and planning.

Indigenous relationships and protocols
Build long‑term, respectful partnerships with First Nations and Indigenous Peoples.

Formal agreements
Use agreements, such as MOUs, to clarify shared goals and responsibilities.

Tourism business engagement
Engage regularly with tourism operators and partners to align priorities and share information.

Best‑practice examples

Good

• Informal partnerships in place
• Basic agreements for marketing or events

Better

• Formal MOUs
• Joint itineraries or experiences
• Regular partner meetings

Best

• Regional governance structures
• Indigenous‑led initiatives integrated into strategy
• Shared funding for regional projects

A priority projects list shows investors where your community wants to grow.

It also helps communities focus infrastructure planning and resources.

Key components

Priority projects list
Identify projects that support visitation, strengthen the visitor economy, and align with sustainability goals. Include large, medium, and small opportunities.

Strategic alignment
Ensure projects align with local, regional, and corridor tourism strategies.

Project feasibility
Share available information on market demand, studies completed, and potential sites.

Best‑practice examples

Good

• Projects described at a high level
• General alignment with tourism strategy

Better

• Clear business models and market segments
• Projects identified as priority gaps

Best

• Full feasibility studies completed
• Detailed site, cost, and infrastructure information