Is it legit? MTB tourism plan ups trail management ante

BC has the most diverse mountain biking in the world. That’s the message that will spread far and wide in coming years as the new BC Mountain Bike Tourism Plan kicks into gear. The plan, spearheaded by the Western Canada Mountain Bike Tourism Association (WCMBTA) – the same folks behind the successful Bike Parks BC campaign – is a comprehensive, three-year marketing strategy based on extensive consultation, research and economic studies.

More details inside,Steering the plan’s implementation is a new board of directors that spans the mountain bike industry in BC, an array of registered stakeholders from tourism operators to trail builders to land managers, as well as financial backing from the government through the Ministry of Tourism, Culture, and the Arts’ (MTCA) Experiences BC program. Essentially, the plan’s aim is to promote the great diversity of mountain biking BC has to offer – epic all-mountain, lift-accessed, cross-country, freeride, community trails…you name it.


Martin Littlejohn is the Executive Director of the WCMBTA and has been with the association since its inception in 2005. He helped develop the Bike Parks BC marketing strategy, comprised of BC’s seven lift-accessed bike parks, into what is widely recognized as a successful campaign (many readers are likely aware of the Ultimate Road Trip contest).

“We worked primarily with lift-access bike parks in BC because it was the only market-ready product,” says Littlejohn. “We have had all these issues around liability and illegal trails at the community level, but there are economic benefits and we can develop tourism benefits out of community trails.”


Liability, illegal mountain bike trails and unmanaged trail networks are big issues in British Columbia. Land managers, trail advocates and communities have been working on solutions in recent years. Currently, a Trails Strategy for BC is awaiting approval by senior diplomats. (For previous stories on the strategy, go here). It is the hope of the WCMBTA and land managers that the implementation of the trail strategy and the tourism plan are separate means to a similar end – well managed, safe trails that are enjoyed by residents and marketable to the world.

“This plan recognizes we’re at a time where there’s more acceptance of mountain biking,” says Littlejohn, “and there is local awareness these trails need to be managed properly.”

John Hawkings is encouraged by WCMBTA’s tourism plan. He’s the Trails Manager for the Recreations Sites and Trails section of the MTCA and responsible for the implementation of BC’s trail strategy.

“In some cases, the tail can wag the dog,” says Hawkings. “Pushing tourism will develop a need for local governments to resolve these issues (illegal trails) and get them dealing with them,”

Additionally, there is an economic carrot to encourage communities to establish legitimate and marketable trail networks. An economic study conducted by the WCMBTA in the Sea-to-Sky corridor several years ago revealed significant revenue for the region due to mountain bike tourism. That study has persuaded decision makers to consider mountain biking in land use planning and the need to legitimize the activity in the region.

An example of this is the recent grand opening of Squamish’s “Half Nelson” trail this spring. Hawkings points at this legitimate, government-funded trail as a symbol of what can be accomplished in communities around BC.

“It’s a new turning point in Squamish where we have sanctioned, legal trails,” he says. “To have a dozen of the highest valued trails legit is a huge step.”


Another example is the recent signing of Williams Lake’s Trails Partnership Agreement with MTCA for a network of mountain bike-specific trails on Fox Mountain, a premier riding area in the city. According to a media release from the Williams Lake Cycling Club, this agreement will support ongoing efforts to increase the tourism opportunities in the Cariboo.

“The Williams Lake Cycling Club has spent considerable time with the ministry in developing this agreement, which will protect our riding areas and ensure they can be safely enjoyed by all,” says Mark Savard, club director.


There’s a key point both Littlejohn and Hawkings make – the goal isn’t to have every trail in every community legitimate (an impossible task), but rather to encourage communities and local governments to develop land use management plans that legitimize trails of highest value in the community. That way they can ensure sustainability, access and safety for residents as well as develop a product that can generate potentially significant tourism revenue for the community.

“We need partnerships at the local level between land managers, local clubs, etc, and support the effort to ensure community ‘signature trails’ have proper management plans in place,” says Littlejohn. “The only way to promote mountain bike tourism is legitimate and authorized trails. If we show that tourism potential, it’s a significant reason those processes need more support.”

In the coming year, the WCMBTA’s board will focus on developing the foundation of the marketing plan heading into the future. This will also entail establishing funding sources to ensure they can deliver on objectives. One key objective is developing a consumer-based website for mountain bike tourism in BC, including riding destinations and marketable “signature trails.” And it’s this last point that will benefit the communities ahead of the curve such as Squamish and Williams Lake.

As for the BC Trail Strategy, Hawkings’ hopes they will have the necessary endorsements by senior government soon. However, they are already working on much of what is outlined in the strategy and have been proceeding with pilot trail management agreements across the province. Other priorities include developing an off-road vehicle framework (a major task), building an inventory-style website that will allow trail users, builders and land managers to upload data on trails, and working with local governments to encourage regional land use planning. Major initiatives such as developing Inherent Risk legislation for BC (see related story here) are also on the horizon. Rest assured, if the new mountain bike tourism plan is effective, these things may come sooner than later.

Ryan Kuhn is a regular Pinkbike contributor, racer, team manager, trails advocate and builder. He lives in Rossland, BC.