2012-Williams Lake and the Cariboo area have become known as the Shangri-la of mountain biking. The Cariboo Mountain Bike Consortium is a regional committee of bike clubs and businesses that are implementing a comprehensive marketing initaitve that promotes mountain biking in the Cariboo as a means to diversify the economy into this growing sector. The first step has been to create a stunning new website at ridethecariboo.ca that provides interested people with tons of information regarding mountain biking in Williams Lake, 100 Mile House and Wells.
There are links to dozens of businesses within the region promoting them as places to eat, stay, or frequent when visitors are not mountain biking. Up until the development of the website and the launch of the marketing initiative, the mountain biking industry in the Cariboo lacked a formal marketing strategy despite the presence of some of the best biking trails in British Columbia.
Visit www.ridethecariboo.ca to see the fabulous website that was produced under this project, and to learn more about mountain biking in BC's Cariboo region.
The Cariboo is in an advantaged position compared to other provincial jurisdictions attempting to compete for market share in the mountain bike tourism sector. A solid legal infrastructure base, a well established culture and a regional steering committee of businesses leading this effort add to this advantage and significantly strengthen the likelihood of success. This marketing initiative is designed to assist in the effort to diversify regional economies impacted by the declining resource sector, and increase the livability of interior communities.
A key outcome for the initiative is to attract young families to move and remain in the Cariboo, which will sustain tax bases and services into the future. The primary economic development benefactors of this initiative will be the service, accommodation and small business sectors in the participating communities.