Destination Development

Southern Vancouver Island

Destination development is the strategic planning and advancement of defined areas to support the evolution of desirable destinations for travellers, with a focus on the supply side of tourism, by providing compelling experiences, quality infrastructure, and remarkable services to entice visitation.

Destination BC offers destination development planning assistance, in partnership with Indigenous Tourism BC, the Ministry of Tourism, Arts, Culture and Sport, and Regional Destination Marketing Organizations, to support the ongoing viability of BC’s tourism sector. Across the province, multiple 10-year destination development strategies have been created, along with regionally specific strategies. Provincially, the Invest in Iconics Strategy is a long-term strategy to responsibly grow tourism in more places in British Columbia at more times of the year.

Through destination development, we envision BC as a world-class tourism destination which offers remarkable products and experiences that are authentic, driven by visitor demand, and exceed expectations. By working together with a wide variety of partners, the strategies will guide the long-term growth of tourism experiences and revenues within the province.

Destination development in your area could include working with individuals and partners from the following organizations:

  • Tourism industry (CDMOs, tourism businesses, and associations)
  • Local and regional economic development agencies and economic development trusts
  • First Nation governments and Indigenous tourism organizations
  • Local and regional governments
  • Not-for-Profit organizations (heritage/arts/cultural organizations, community groups)
  • BC government ministries

Program Goals

Make British Columbia the most highly recommended destination in North America.
Create strategic plans for tourism development and improve return-on-investment for government and private sector investments in tourism assets.
Elevate British Columbia’s ability to compete as a premium destination while making the province more attractive for investment.

Destination Development throughout BC

Destination BC continues to work with communities across the six tourism regions on destination development strategies that pull together planning, policy, and capacity building efforts. Explore how each of the tourism regions are working together, and with various partners, to address impediments to tourism growth and strengthen relationships to capitalize on future tourism opportunities.

Regions

200 km 124 mi

Planning Area Look Up Tool

Destination Development strategies have been created for various planning areas across BC.

Use our planning area look up tool to see which planning area and tourism region your location falls within.

This tool captures all First Nations communities, Municipalities, and Regional District Electoral Areas across British Columbia.

destination development case studies

The following collection of 12 case studies showcases the social, cultural, and economic advantages of tourism through destination development initiatives, highlighting their positive impact for both visitors and residents. These compelling stories engage communities and local partners interested in destination development and its many benefits for communities across BC. Featuring two projects from each of the six tourism regions in BC, the series illustrates community destination development through collaborative regional and local partnerships. These stories inspire and offer valuable insights and learnings that can be adapted to support future tourism endeavours in other areas or communities. This case study series was created by Destination BC through collaboration with the Ministry of Tourism, Arts, Culture and Sport and the six Regional Destination Management Organizations in BC.

Accelerate Kootenays

In the Kootenay Rockies, a multisector collaboration increased the number of charging stations in the area, helping to power tourism with electric vehicle charging stations and supporting sustainable transportation, reducing emissions, and creating economic growth in the region.
Read

BC’s Fishing Highway

Several tour operators formed the volunteer-run Fishing Highway Tourist Association to promote the route and enhance visitor experiences by adding lake signage, repairing docks and boat launches, refurbishing campgrounds, and installing washrooms, aiming to encourage exploration of all sections of the highway.
Read

Cross-Country Ski Trails in the Thompson Okanagan

The Larch Hills Nordic Society and Overlander Ski Club received funding from the Targeted Regional Tourism Development Initiative to improve trails and add lighting, aiming to expand visitor demographics, attract more night-time cross-country skiers, and boost the local economy.
Read

Don’t Love It To Death

The Sea-to-Sky Corridor Destination Development Strategy includes the "Don't Love It To Death" initiative, developed from community and Indigenous feedback to promote respectful land use and responsible outdoor conduct through bold storytelling that inspires social change.
Read

Expanding Mountain Bike Infrastructure in the Thompson Okanagan

In 2022-23, the non-profit associations of three Thompson Okanagan resorts received provincial funding to develop accessible mountain bike infrastructure, successfully attracting more mountain bikers of all abilities, facilitating crossover tourism between resorts, and boosting the local economy.
Read

Experience the Fraser

Experience the Fraser is a multi-partner initiative to develop walking, cycling, and boating routes along the Lower Fraser River Corridor, aiming to strengthen tourism and economic development, enhance understanding of Indigenous connections to the river, and encourage entrepreneurial tourism opportunities from Hope to the Salish Sea.
Read

First Impressions Assessment

Inspired by the US First Impressions Community Exchange, 4VI developed the First Impressions Assessment as a destination development tool to help remote and rural communities on Vancouver Island evaluate their strengths and challenges, addressing issues like demographic changes, aging infrastructure, and limited resources to improve tourism offerings.
Read

Indigenous Voices of Vancouver Island

On Vancouver Island, the podcast "Indigenous Voices of Vancouver Island," created by 4VI and hosted by Tchadas Leo of the Homalco First Nation, was created to boost mindful travel by sharing compelling stories and perspectives from Indigenous Peoples.
Read

Morfee Mountain Ridgeline Trail

When developing the Morfee Mountain Ridgeline Trail, the Mackenzie Outdoor Route & Trail Association initially sought small grants to build momentum and attract further funding, resulting in the opening of a 15-kilometre alpine trail in summer 2023, designed for both novice and experienced riders and also accessible to hikers.
Read

Mt. Abriel Trail Network

In the Kootenay Rockies, the Nakusp Bike Society, funded by the Community Economic Recovery Infrastructure Program from the Ministry of Tourism, Arts, Culture and Sport, developed accessible mountain bike trails to the top of Mt. Abriel Trail and improved the network’s parking lot, picnic shelter, and camping areas to open the area to a wider audience.
Read

Nemiah Valley Lodge

Nemiah Valley Lodge—owned by the Xeni Gwet’in Peoples—practices sustainable tourism and celebrates Indigenous heritage, having undergone years of renovation, rebranding, and strategic development to create authentic cultural experiences that respect environmental values and appeal to a diverse global audience.
Read

Tumbler Ridge Global Geopark

The Tumbler Ridge Global Geopark offers year-round activities such as hiking, snowmobiling, and exploring the Dinosaur Discovery Gallery, recently expanding with mountain bike trails and the region's only pump track to boost year-round visitation, support economic development, and increase local employment.
Read

Get in Touch

To find out more about the Destination Development program or to determine the best way for you to participate, contact us at [email protected]

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