The new chair of Tourism Vancouver comes with a unique background – one that’s sure to contribute to the organization’s 10-year vision.
With a bachelor’s degree in music from UBC and experience as a symphony performer, orchestra manager and, currently, executive director of the Arts Club Theatre, Brian Jeng has been immersed in cultural activities for decades. And culture is now the key word for Tourism Vancouver.
“I thought cultural tourism was an oxymoron,” said Jang, who took over from James Terry earlier this year. “A lot of the work I was doing was around developing a local marketplace [for symphony, ballet, etc.] as opposed to a tourism marketplace, so I never got my head around the role tourism plays in developing an arts-and-culture framework.
“I never realized how the cultural organizations and cultural fabric of a city is actually part of its destination, part of its soul.”
What Jang started to appreciate was that culture “is the calling card for some of the greatest cities.”
“I’m thrilled to take people to the restaurants here,” he said “And I view that as the cultural attraction.”
At Tourism Vancouver’s AGM in June, the focus was on a master plan for Vancouver 2020.
“Culture has become a bigger part of the framework of how we position Vancouver,” Jang said. “It’s my intention and my hope that this is the beginning of a decade of culture ahead of us.”
Current international draws in the cultural realm include the culinary arts, the Vancouver Art Gallery and the Museum of Anthropology.
“The connection to the aboriginal community is extremely exciting,” said Jang. “The work that the Bill Reid Gallery is doing and other visual arts are a huge opportunity.”
Jang said the PuSh festival, which takes place annually in January and February, is an internationally known festival, and it’s that kind of event Tourism Vancouver wants to draw attention to.
“When we talk about what a decade of culture means, the way that connects with our objectives and opportunities, we want to highlight every month one cultural event that is happening in Vancouver.”
Even what’s happening in terms of programming, music and visual arts in the Woodwards area is serving to revitalize Vancouver and provide a history of the city, Jang said.
“I’m very excited what Vancouver can do to partner with our cultural community.”
As a reflection of the work the tourism association is doing, Tourism Vancouver has changed its description from a destination marketing organization to a destination marketing and management organization.
“That’s a very significant change to take on,” said Jang, “not just the marketing but the management of positioning Vancouver as a world destination.”