This tourism assessment was conducted as a Rapid Tourism Assessment.

The Rapid assessment procedures are an action-oriented method of assessing a situation in a relatively short period of time. This rapid assessment is aimed at examining an existing tourism event in Whistler, British Columbia, Canada, The Telus World Ski and Snowboard Festival.

The assessment team includes the author, the W1 Volunteer Coordinator as well as a random citizen sampling that includes both visitors and residents of the area and primary and secondary resource material.

Starting 1997, the Telus World Ski and Snowboard Festival enjoyed eleventh season in 2007. The festival can be best described as a conglomeration of skiing events, converts, art and culture exhibits and a celebration of mountain culture. The event takes place over ten days in the month of April, each year. At this time of year many people are thinking more of spring and summer activities and the festival is timed to take advantage of Whistler’s consistent snow conditions bringing people back up into the mountains to take advantage of the last few days of winter sport, however it is usually warm enough to take advantage of the good weather for many outdoor events and concerts.

The rapid assessment found that the festival is providing an economic and socio-cultural benefit to both the residents of the community as well as the visitors, with little impact on existing infrastructure as the community was built specifically to accommodate such events. The area for potential concern is around biodiversity and the environment in the future. Areas for increasing potential market share suggest an increase of product offerings to target market segments in future festivals.