Instead of marketing specific cultural events or offerings such as the World Ski and Snowboard Festival or Cornucopia, they key to Whistler’s success in cultural tourism is to capitalize on what distinguishes it from every other mountain resort.

That was the message this week from Steven Thorne, a cultural tourism expert who has been hired to help develop a Cultural Tourism Development Plan for Whistler. About 50 people gathered at Millennium Place on Tuesday (June 22) to hear a presentation from Thorne on “place-based” cultural tourism.

Instead of attending attractions or visiting sites, the essence of cultural tourism is about encountering the history, heritage, people, stories and landscape of a destination, he said. It’s about discovering what makes a place distinctive, authentic and memorable.

“The place is the product,” Thorne said.

Thorne is in Whistler for about 10 days to experience some of the local cultural offerings and talk to stakeholders in the local arts, culture and heritage sector. His time here will inform a report with an inventory of current cultural offerings, suggestions for enhancement or new additions, and some of the themes that can be marketed to help make Whistler stand out from other destinations.

Thorne’s consulting fees are being paid from the Cultural Capitals of Canada funding that was awarded to Whistler for 2010. The Whistler Centre for Sustainability is leading the Cultural Tourism Development Plan process, with a 20-person advisory group of arts, culture and heritage stakeholders informing the project.

Thorne’s final report is expected in October, and citizens will have the chance to provide input and feedback on a draft plan in the fall, said Shannon Gordon, manager of community initiatives for the Whistler Centre.

Thorne said cultural tourism marketing campaigns that focus on a specific show, production or attraction are competing against every other destination that’s also promoting its specific events. With place based cultural tourism, what’s marketed instead is the cultural character and sense of place — the unique offerings only available in a specific destination.

It’s about motivating people to come to Whistler to discover what the resort is, how it came to be — the story of Whistler, not an individual experience, he said.

In response to a concern from one attendee who stressed that Whistler shouldn’t move away from its reputation as a ski destination, Thorne said pursuing cultural tourism is about “adding another ace” to Whistler’s hand. Whistler will always be known as an alpine recreation-based resort, but this is about augmenting that experience.

“It’s about diversity,” he said.

More and more travelers are looking for cultural experiences, with the affluent and growing demographic of baby boomers driving the cultural tourism market.

In the same way Whistler has succeeded with tourism and recreation, the resort can realize its cultural tourism potential, he added.

“When we bring culture and recreation together in the same tourism destination, the possibilities are endless,” Thorne said.

Barrett Fisher, president of Tourism Whistler (TW), said arts, culture and heritage can add depth and breadth to the Whistler experience. TW has already undertaken a number of strategies in the sector, but there is a need for the detailed inventory of cultural offerings Thorne is undertaking, she said.

Fisher said she’s “delighted” that Thorne will also help articulate Whistler’s story.

Thorne has provided his cultural tourism consulting services to the Canadian Tourism Commission and has directed cultural tourism initiatives for B.C., Ontario and Prince Edward Island. He is based in Waterloo, Ont.