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Directions: News from Destination BC
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Hikers near Little Ball Lake in Mount Edziza Provincial Park (Northern BC Tourism/Andrew Strain).
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Our Visitor Services Manager, Kathleen Harvey, with Angeline Chew, Executive Director at Discover Surrey, at the 2023 BC Tourism & Hospitality Awards Gala on March 2.
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2023 BC Tourism and Hospitality Awards Winners Announced!
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The British Columbia Hotel Association (BCHA) and the Tourism Industry Association of British Columbia (TIABC) announced the winners of the 2023 BC Tourism and Hospitality Awards during the 2023 BC Tourism and Hospitality Conference Awards Gala, presented by Indigenous Tourism BC (ITBC), on March 2.
Nine awards were given out that recognize and celebrate excellence, leadership, and innovation within BC’s tourism & hospitality sector, showcasing the province’s most exceptional leaders and positive change-makers.
Destination BC sponsored the Accessibility and Inclusion Award which Angeline Chew from Discover Surrey accepted on behalf of Sport Surrey and their partners at the City of Surrey and the Surrey Hotel and Motel Association.
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👏Congratulations to all the winners:
🏅Accessibility & Inclusion Award | Sponsored by Destination BC
WINNER: Sport Surrey, City of Surrey
🏅Businesswoman of The Year | Sponsored by Prince of Whales Whale & Marine Wildlife Adventures
WINNER: Kate Cox, Barkerville Heritage Trust
🏅Community Contribution & Impact Award | Sponsored by Tourism Richmond
WINNER: Tigh-Na-Mara Seaside Spa Resort and Conference Centre
🏅Employees First Award | Sponsored by go2HR - the resource for people in tourism
WINNER: Sun Peaks Resort
🏅Remarkable Experience Award | Sponsored by British Columbia Destination Marketing Organization Association
WINNER: Northern FanCon
🏅Indigenous Operator or Experience Award | Sponsored by Indigenous Tourism Association of Canada (ITAC) and Indigenous Tourism BC (ITBC)
WINNER: Klahoose Wilderness Resort
🏅Innovation Award | Sponsored by Acera Insurance and CapriCMW
WINNER: Beyond the Haunting Investigations
🏅Professional Excellence (DMO) Award | Sponsored by Tourism Whistler
WINNER: Destination Greater Victoria
🏅Sustainability Award | Sponsored by Nanaimo Airport
WINNER: The Parkside Hotel & Spa
Visit our website to learn more.
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We've Launched a New 2023-2025 Corporate Strategy!
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Last week, tourism industry partners from across British Columbia joined us for a Zoom webinar to learn about our new Corporate Strategy. Our Executive team shared our strategic direction for the next three years and beyond, outlining our intention to focus on the following levers, to improve BC’s competitiveness and improve the quality of life for all people living in BC through tourism over the long term.
• Compelling Reasons to Explore BC
• A Globally Competitive Tourism Ecosystem
• Respectful Growth of Indigenous Tourism.
Our new 2023-2025 Corporate Strategy document and accompanying Zoom webinar are available for viewing on our website. This Corporate Strategy webpage features an overview of key strategy sections including Our 2023-2025 Corporate Strategy, Engagement and Input, Connecting Respectful Growth of Indigenous Tourism to Truth and Reconciliation, Where We Will Focus, How We will Succeed: Our Strategic Levers, Summary of Key Strategic Shifts, and Alignment to Government Strategies.
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Learn more about our new corporate strategy on our website!
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We look forward to growing sustainable social, cultural, environmental, and economic benefits for all people in BC by sharing the transformative power of BC nature and experiences with the world.
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We've Launched the 2023-2025 Global Marketing Strategy and 2023 Plan
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The plan and strategy outline the direction we will take in 2023 and over the coming years. Our Marketing team looks forward to continuing to share updates on the plan and our work via our industry newsletter, Directions (subscribe here), and social media channels (LinkedIn and YouTube). Please note, we are limiting the distribution of the 2023-2025 Global Marketing Strategy and 2023 Plan to BC tourism businesses and BC destination marketing organizations only, as it contains proprietary information. If you have any questions or would like to request a copy, please email [email protected].
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Our US Spring Marketing Campaign has Launched!
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Running from March 1 to May 24, 2023, the Indescribable campaign motivates travellers from California and Washington to vacation in BC. BC is full of life and activity in the spring, offering up unique experiences, and with all these unique itineraries come stories that can be hard to describe in just a few words. In this campaign, we take inspiration from travellers, using their stories and words to describe one-of-a-kind BC experiences.
The Indescribable campaign showcases travel experiences that align with key California and Washington traveller motivators, from oceanside walks amongst old-growth trees and mountain adventures from sea to sky, to learning about Indigenous cultures through a wide range of authentic experiences.
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The campaign leverages tactics across digital advertising, social media, connected TV, paid search, and email to reach focus audience segments.
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The program enables us to elevate the voices and stories of underrepresented communities by ensuring that the Creator Network is representative of the diverse perspectives and lived experiences of content creators in BC.
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We've joined Crowdriff's Creator Network Program to Support Timely and Authentic Social Content Curation
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In February, we grew our partnership with leading travel marketing technology provider, CrowdRiff, to maximize efficiency, authenticity, and timeliness in content curation. The consumer demand and algorithm prioritization for vertical stories and short-form video on social media channels has continued to soar. In tandem, so has the prominence of the creator economy. With this in mind, we are working to a build a new network of content creators across the province through CrowdRiff’s Localhood vertical stories platform – known as the Creator Network Program. The network will work with us to create short-form, authentic video content about their local communities, which can then be repurposed and shared on our consumer digital channels to drive active consideration of BC as a destination of choice.
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Apply for these opportunities by 4:00 pm on March 6! (Destination BC/Cristina Gareau)
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We're Hiring - Multiple Job Opportunities Available!
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Apply online to join our team and be part of exciting and innovative work that focuses on sharing the transformative power of BC’s experiences with the world.
We're hiring for:
✔Marketing Specialist (Mar 6 deadline at 4:00 pm)
✔Research Analyst (Mar 6 deadline at 4:00 pm)
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Limited Space Available - Register for the Tourism Digital Academy Program in its Flexible New Format!
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A new spring intake of our Tourism Digital Academy is now open! Register for the free, eight-week digital marketing program, starting March 21, for BC tourism businesses that want to build their knowledge and skills in digital marketing to an intermediate level. Designed for business owners or marketing team members, this comprehensive program provides actionable guidance that will help build a better understanding of SEO, website usability, content, email marketing, and analytics.
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Click here for more information on eligibility and our new more flexible format.
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The application deadline is March 24, 2023. Want more information? Register for online info webinars on March 7 & 16!
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New Program Aims to 'Spark' Innovative Tourism Ideas in Campbell River
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Through a partnership between us, the City of Campbell River, Destination Campbell River, 4VI and the Tourism Innovation Lab, the “Spark” Mentorships & Grants Program has been launched to spark and support innovative tourism ideas in Campbell River. The Campbell River “Spark” Mentorships & Grants Program will match selected applicants from the area with a tourism mentor, and provide a $3,000 grant and additional partner support to help take their new tourism ideas to the next level of development. The goal is to find, foster and support new tourism ideas, experiences and partnerships that will enhance current offerings, address gaps or challenges, motivate travel and longer stays, and increase year-round visits.
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March 16 Cariboo Chilcotin Coast 'Spark' Program Application Deadline Approaching!
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In partnership with the the Cariboo Chilcotin Coast Tourism Association, Community Futures, and the Tourism Innovation Lab, we've launched the Cariboo Chilcotin Coast 'Spark' Program. For the second year in a row, individuals and operators in the Cariboo Chilcotin Coast region can apply to the “Spark” Mentorship and Grants Program to help take their new tourism ideas to the next level of development. Applications are encouraged from entrepreneurs, small businesses and non-profit organizations based in the Cariboo Chilcotin Coast.
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Want to learn more about this opportunity? Register for an online information webinar on March 9.
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This workshop opportunity is open to BC-based CDMOs, Experience Sector Associations, and Visitor Centres.
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Working Effectively with Indigenous Peoples Workshop Available for CDMOs, Experience Sector Associations and Visitor Centres
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Through collaborative consultation with tourism partners and in an effort to support industry with evolving community-based needs, we, in partnership with the BCDMOA and Indigenous Corporate Training Inc., are pleased to offer the Working Effectively with Indigenous Peoples Workshop in a customized format for Community Destination Management or Marketing Organizations (CDMO), Experience Sector Associations, and Visitor Centres. This training is designed to build awareness of Indigenous peoples and support your organization in building relationships with Indigenous communities and businesses in BC.
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Update on the Tourism Renewal Initiative and Conversations on the Future of Tourism in BC
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From September 2022 to January 2023, the Ministry of Tourism, Arts, Culture and Sport (TACS) conducted targeted engagements with tourism representatives throughout the province. The engagement process was designed to seek input from industry partners on the future of tourism and how TACS might reimagine tourism in BC to generate greater competitiveness and long-term resiliency. The Report on 'What We Heard' is now available, and reflects the feedback, insights, and suggestions expressed during the engagement sessions and one-on-one interviews with more than a dozen national and international tourism thought leaders. Overall, the report includes feedback from over 170 individuals representing more than 150 tourism-related organizations.
The insights and perspectives gathered will help the Province identify opportunities to support the sector’s sustained recovery and ways it can support BC’s tourism ecosystem maximize its immense potential.
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New Funding Will Keep Ferry Fares Affordable
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The BC government is taking action to lower fare increases for people who rely upon BC’s coastal ferry service through $500 million in new funding for BC Ferries. With this $500-million investment, the BC government’s goal is to keep annual average fare increases below 3% a year. Final fare increases will be determined by the BC Ferries commissioner. The investment will also support greenhouse-gas-emissions reduction through electrification of vessels and other initiatives to green the fleet and operations.
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Businesses will benefit from affordable ferry rates as many small businesses rely on BC Ferries for the movement of goods through freight transport.
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This report includes the results of the 2022 Public Perceptions of Tourism survey that was launched in May 2022 to understand BC residents’ perspective(s) on the impacts of tourism in BC.
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Over 80% of BC residents believe tourism contributes to the economy by bringing people from diverse backgrounds into local communities
Roughly eight-in-ten residents feel that tourism brings people from diverse backgrounds and cultures into their community (81%), appreciate visitors for their contribution to the local economy (81%), and believe their community is welcoming to all visitors (80%),
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Communities benefiting from this funding include Granisle, Masset, Prince Rupert, Hagensborg, Bella Coola, and Terrace.
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Northern BC Communities Receive Over $830,000 in Funding to Enhance Tourism Experiences
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The Government of Canada has announced over $830,000 in PacifiCan funding through the Tourism Relief Fund for six projects throughout the Skeena-Bulkley Valley. Among these projects, the Tluu Xaada Naay Society will receive $156,000 for the construction of a woodcarving area to showcase Haida artisan works to visitors to the Tluu Xaada Naay Longhouse in Haida Gwaii. In another project, Tourism Prince Rupert will receive $130,000 for the design, production and installation of new welcome and wayfinding signage in Prince Rupert. The signage will feature Sm’algyax language and the work of local Indigenous artists. Projects like these help communities and businesses across BC welcome visitors from near and far, improve community wellness, create jobs, and grow the local economy.
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Thompson Okanagan Communities Receive Over $2.5 Million to Revitalize Public Spaces and Enhance Tourism Experiences
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The Government of Canada has announced over $2.5 million in PacifiCan funding for 16 projects across the Thompson Okanagan. This includes $240,000 for two projects funded through the Canada Community Revitalization Fund and over $2.3 million for 14 projects funded through the Tourism Relief Fund. Among these projects, the Salmon Arm Folk Music Society will receive $436,725 through the Tourism Relief Fund to support events in the region, including the Salmon Arm Pride Festival, Live Music Capital in BC, and Indigenous Music Festival, and develop a plan to enhance music-related tourism experiences. This funding will help expand local events into multi-day festivals showcasing local Indigenous culture, music and art – attracting thousands of domestic and international tourists. These projects grow economic opportunities, create jobs, and improve community wellness.
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Upgrading infrastructure and building new public assets means British Columbians and visitors have better access to recreational programs and facilities.
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CanExport SMES and Innovation Programs Application Intake Reopening
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CanExport SMES and Innovation programs will reopen on Feb 15, 2023 for new projects that will begin on or after April 1, 2023. CanExport SMEs provides up to $50,000 to small and medium-sized enterprises (SMEs) registered in Canada for international business development activities (i.e. tourism businesses who cater to international visitors). The program helps develop export opportunities for products and services in new international markets. CanExport SMEs is open to all industry sectors.
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Our Learning Centre provides access to resources and tools, best practices, workshops, and training programs for BC’s tourism industry.
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Impactful marketing strikes the perfect balance between creativity and science. Creativity is what brings us compelling headlines, beautiful videos, & clever captions. Science (the analytics) is what we use to measure and improve the effectiveness of that work.
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Getting Started with Google Analytics and Social Media Metrics
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Digital analytics tells us what has performed well in the past and what trends may be surfacing. Analytics also tells us what’s working now, what can be tweaked, and what can be leveraged even further. This quick overview of Google Analytics and common social media metrics will help you become familiar with the terminology AND the possibilities at your fingertips.
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Click here for more information and to register.
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Free sessions to Help Tourism Businesses Address Labour Shortages
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Free sessions are being offered across BC by Société de développement économique de la Colombie-Britannique (SDECB) to help businesses with recruitment efforts. These sessions cover attracting and recruiting francophone staff to help face the labour shortage currently impacting the tourism and hospitality industry in BC. The sessions offer information on how to use marketing tactics to reach qualified candidates and how to navigate immigration and work permits to recruit easily and quickly. These in-person sessions will take place in the below locations:
• Vancouver - March 22nd
Got questions? Contact Stéphanie Wetterwald at [email protected] or 604-732-3534.
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Registration is now open (Destination BC/Ben Girardi).
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Register Now! Webinar: What You Need to Know About Recruiting and Retaining Staff
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go2HR and the Vancouver, Coast & Mountains (VCM) team invite tourism industry partners from the VCM region to join a special recruitment and employee retention webinar on Tuesday, March 28 from 10:00 am – 11:00 am PST. go2hr and VCM have heard from many tourism employers that recruiting and retaining staff can be difficult. This free webinar will cover practical advice and resources about attracting and keeping employees with opportunity for employers to ask questions.
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You're Invited - Join ITBC's Indigenous Tourism Employer Speaker Series!
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Join Indigenous Tourism BC (ITBC)'s free Indigenous Tourism Employer Speaker series by registering for one of the following webinars:
✔MAR 15 - Indigenous Culture and Values - Kory Wilson, Kwakwaka'wakw
✔MAR 29 - Working with First Nations and Indigenous Organizations - Chef Andrew George, Gitxsan
✔APR 12 - More than a Welcome Mat - Kelly Lendsay, Indigenous Works, Cree/Metis
✔MAY 3 - Racism and Discrimination, What's the Difference?? - Joe Gallagher, Tla’amin Nation
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Attend multiple sessions and register online today!
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This is a great opportunity to share amongst your industry contacts and networks!
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BC Hospitality Foundation Scholarship Program - Now Accepting Applications!
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The BC Hospitality Foundation (BCHF) is now accepting applications for various scholarships to foster the development of the next generation of hospitality industry workers and leaders. The BCHF offers a few year-round scholarships dedicated exclusively to supporting members of underrepresented groups such as First Nations and members of the LGBT2Q+ community and family members of the industry workers. The deadline for most scholarship submissions is March 31, 2023.
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