Authentic Destination Development

Most important is to find the “heart of the destination” – its competitive advantage that helps it stand out of other similar destinations. It is the soul that visitors remember and communities cherish; unique, authentic essence that sets it apart. 

This strategic approach helps build sustainable demand, avoiding mass tourism traps by targeting niche markets that value authenticity.

Why it matters?

Authentic destination development can be effective only by conducting a destination audit that identifies its strengths and weaknesses. Most importantly, it uncovers the “heart of the destination” – the unique combination of culture, nature, and authentic local character that makes a place irreplaceable. Based on these findings, I create a development plan to attract meaningful, responsible tourists by diversifying offerings and reducing seasonality. The ultimate aim is to build tourism that amplifies (rather than dilutes) local identity, creates economic benefits, and safeguards what makes the place truly special – ensuring visitors get genuine experiences while communities retain their character and prosper sustainably.

Project

Major Research Paper (MRP)

Visitors’ perceptions on the destination image of Sooke before and after arrival

I conducted a comprehensive destination audit with Royal Roads University  – the Sooke Chamber of Commerce, the Sooke Museum and local tourism experts. The goal was to identify existing assets and gaps in Sooke’s tourism offerings. My findings were presented  to the Mayor of Sooke and used in the Destination Development Plan to help create the town’s official tourism strategy.

I am proud to say that the research and me, as a researcher, were featured in local news. 

Sooke Mirror News. Royal Roads University study presented to Council

Oak Bay News. Study revealed: Sooke can be the town for tourists, not a drive through town anymore

Victoria News

RRU tourism student’s passion project turned research a boon for Sooke

Findings 

The Heart of Sooke lies in its natural beauty – nestled between the ocean and the rainforest – and in its vibrant, dynamic, and welcoming community. The town motto, ‘Where the Rainforest Meets the Sea’, fairly confirms the fortune of its stunning location. But research found out that Sooke’s true soul is its people: their warmth and eagerness to share something special with visitors, whether in hotels, restaurants, or even the local grocery stores.

How to apply it?

This people-first spirit isn’t just charming – it’s Sooke’s competitive edge. When visitors encounter genuine hospitality at every turn they deeply connect with the destination. This creates three powerful benefits:

1. Repeat Visitors & Word-of-Mouth Marketing
   • Guests remember interactions longer that trigger their positive emotions more than attractions
2. Higher-Quality Tourism
   • Filters for travelers who value authenticity, meaningful and responsible tourism 
3. Community Pride as Economic Fuel
   • Residents who feel heard become natural destination ambassadors – residents or frequent visitors who authentically promote a place through their knowledge, stories, and passion, turning it into powerful marketing.

Research Method

I used a unique two-phase survey to measure the gap between tourist expectations and reality in Sooke. The pre-visit survey assessed visitors’ knowledge and expectations, while the post-visit survey evaluated how their perceptions changed after experiencing Sooke. Conducted both in-person at tourist locations and digitally (via social media and QR codes at partner businesses, this method and the findings analysis provided three key benefits:

1. Revealed mismatches between marketing and actual experience
2. Identified which aspects of Sooke most surprised or disappointed visitors
3. Offered data-driven insights for improving tourism offerings

Recommendations for Enhancing Tourism in Sooke

Key Challenges Identified

1. Limited Scheduled Events – Few advertised activities to extend visitor stays, despite past successes like “All Sooke Day.”
2. Entertainment Gaps – Over-reliance on natural assets without curated experiences (e.g., themed tours, cultural venues).
3. Lack of Historic Downtown – No central walkable hub, the walkable “heart of Sooke”. 
4. Infrastructure Deficits – Poor sidewalks, lighting, and public transit limit accessibility, especially for car-free tourists.

Strategic Recommendations

1. Community-Led Tourism
   • Engage locals as ambassadors through social media and educational programs.
   • Develop VFR (Visiting Friends & Relatives) tourism with year-round indoor attractions (e.g., spas, art centers).
2. Indigenous Partnerships
   • Collaborate with T’Sou-ke Nation on culturally respectful tourism (e.g., art studios, reconciliation education).
   • Partner with Indigenous tourism associations (ATBC, ITAC) for guidance and funding.
3. Event & Cultural Tourism
   • Expand events (e.g., World Oceans Day, MICE tourism for conferences).
   • Position Sooke as an arts hub with plein air workshops and a downtown cultural center.
4. Infrastructure & Accessibility
   • Create a walkable “heart of Sooke” with landmarks and improved sidewalks/lighting.
   • Launch shuttle services to key natural sites and invest in cycling paths.
5. Marketing & Diversification
   • Host fam tours for influencers and media to showcase Sooke’s unique assets.
   • Offer niche tours (birdwatching, Indigenous culture, storm watching) to attract diverse travelers.

Long-Term Vision

Transform Sooke into a cohesive, four-season destination by leveraging its natural beauty, cultural heritage, and community spirit—ensuring tourism benefits both visitors and residents sustainably.