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Directions: News from Destination BC
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Black bear on Meares Island (Destination Canada/Brian Caissie)
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UK travellers look to experience the awe of nature; have a transformative, once-in-a-lifetime experience; connect with friends & family in vibrant ski towns; and immerse themselves in mountain culture.
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2023 UK Ski Marketing Campaign
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Following the successful launch of the You, Elevated ski marketing campaign in Australia earlier this year, we've expanded the campaign into the UK – a key market for ski travel to BC. Running now through October 15, You, Elevated continues to tap into the raw emotion and powerful moments that skiing delivers, while featuring the expansive mountains, unique ski culture, and epic, transformative moments that UK skiers seek, and that BC delivers. With paid and owned tactics running in London, the South East, and the West Midlands, You, Elevated in the UK will showcase pillars of the BC ski experience that set us apart from the competition, while speaking to key ski travel motivators for the UK market.
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Apply Now! Tourism Marketing Committee Applications for the 2024-2026 Term Are Open
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Want to join the Tourism Marketing Committee (TMC) and work with us to develop a successful, dynamic, and sustainable tourism sector for BC? The call for applications for the 2024-2026 term is now open with an application deadline of October 11, 2023. We are seeking four representatives for three-year terms beginning January 1, 2024. The TMC requires one representative from the following tourism regions: Cariboo Chilcotin Coast and Thompson Okanagan. Additionally, the TMC needs two representatives from the Vancouver, Coast and Mountains region. No new representatives are required for the Kootenay Rockies, Northern BC, and Vancouver Island regions for 2024. Find out more about the skills/experience we are looking for and apply!
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Share this opportunity with your networks (Destination BC/Dave Heath).
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Share these opportunities with your networks (Destination Vancouver/Kindred & Scout).
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Are you a Contractor/Consultant with Experience in Sustainability & Climate Adaptation (Tourism Sector), or Salesforce Marketing Cloud Consulting and Marketing Automation Support?
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We are always improving and expanding the way we market BC as a tourist destination, focussing on the long-term, sustainable growth of the tourism sector. Due to the dynamic nature of the tourism industry, we are often looking for qualified contractors, consultants, and other suppliers, with expertise in specific areas, to support our work. Currently, we have two active supplier Request for Qualifications (RFQ) and Request for Proposal (RFP) opportunities available including:
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Accelerate Your Digital Marketing! - Register Now for the Tourism Digital Academy Program - Limited Space Available
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Two fall intakes of our Tourism Digital Academy (TDA) are now open: Oct. 3 – Nov. 22, 2023 and Oct. 10 – Nov. 29, 2023. Register for this free, eight-week digital marketing program for BC tourism businesses that want to build their knowledge and skills in digital marketing. Designed for business owners or marketing team members, this comprehensive program will help jumpstart your digital marketing activities. This program provides actionable guidance and live sessions with industry experts that will help build your understanding of SEO, website usability, content, email marketing, and analytics.
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Register for a fall TDA intake, here.
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The application deadline is September 15, 2023
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Cultivating Experiences: Elevating BC Wine Tourism
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Presented by Destination BC in partnership with Wine Growers British Columbia, The Firecircle, and supported by Pacific Economic Development Canada (PacifiCan), the new program Cultivating Experiences: Elevating BC Wine Tourism is aimed specifically at Wine Growers BC Members who want to deliver a new or enhanced wine tourism experience. Designed for winery owners, their Operations Marketing, Events Managers, or similar, this comprehensive program is focused on providing practical, actionable guidance that will help participants tap into new markets, increase revenue potential, and elevate the wine tourism landscape of BC. Valued at over $15,000 per participant, this program is being offered to 10 eligible wineries at no cost! Space is limited.
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Newly Launched: Highway 3 Campaign
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The Highway 3 Tourism Alliance - a collaboration led by three regions including our Vancouver, Coast & Mountains regional team, the Kootenay Rockies Tourism Association, and Thompson Okanagan Tourism Association, recently launched Hwy3BC.ca. The website showcases communities in BC along Highway 3, shares recommended itineraries, and encourages travellers to slow down to enjoy a classic road trip. Digital ads will promote fall travel.
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Monica Leeck, Manager, Market Development Asia Pacific & Mexico, Destination BC at Air Canada's booth.
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Focus Canada and Viva Holidays Roadshow in Australia
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Our team had an exciting week in Australia from July 24-28 as BC tourism partners engaged in a series of sales activities, reinforcing our strong presence and connections in this key market. The Focus Canada and Viva Holidays Roadshow reached over 500 individuals, including travel agents, tour operators, and media representatives, and the feedback received was overwhelmingly positive. Australia holds significant year-round importance for BC, bringing a diverse range of travellers to the province from winter sports enthusiasts and cruise/rail vacationers to wildlife and nature lovers, as well as road trippers.
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Emergency Messaging Guidance
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Visit our website to access the latest Emergency Messaging Guidance and learn more about official emergency information resources for BC as well as suggested messaging, infographics/visuals, and actions for BC’s tourism industry partners during emergencies. We've compiled resources and tips to help tourism businesses navigate questions, mitigate visitor concerns, and proactively manage perceptions during emergencies.
Step-by-step guides are available for download to help prepare tourism businesses and their staff for emergencies, with templates and tools to help operators easily plan a fast and effective response.
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Download our responsible travel infographics for sharing with your networks on social media.
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The strategic initiatives proposed in the Coastal Marine Strategy will expand on existing programs, present new concepts and identify shared values that will guide provincial actions over the next 20 years.
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Public Input Will Enhance BC’s First-Ever Coastal Marine Strategy
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Following extensive consultations with British Columbians, the Province has received valuable feedback that will help shape BC’s first-ever Coastal Marine Strategy, co-developed with coastal First Nations. A summary of more than 900 submissions received from individuals, environmental non-governmental organizations, local and regional governments, industry associations and businesses across BC is now available in the Coastal Marine Strategy’s What We Heard report. This report summarizes key themes captured during the public engagement and will help inform the Coastal Marine Strategy.
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Building a Shared Vision of Outdoor Recreation in BC
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On September 14, 2023, the Ministry of Environment & Climate Change Strategy is hosting an in-person 'Building a Shared Vision of Outdoor Recreation in BC' session in Kamloops. The session provides opportunity for participants to share diverse perspectives on the future of outdoor recreation in BC and discuss ways for how to best support the evolving outdoor recreation sector. A shared vision will ensure that the province’s approach is aligned with the commitments to Indigenous reconciliation and environmental stewardship.
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Visit our Research webpage for data on resident perceptions of tourism, industry performance, market research, and more.
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Tourism Industry Dashboard
Our Tourism Industry Dashboard includes key tourism statistics such as international visitor arrivals data, provincial room revenue, commercial restaurant receipts, provincial and regional occupancy rates and average daily room rates, regional airports, ferries, and convention centres.
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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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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.
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Getting Started with Google Analytics and Social Media Metrics
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Google Analytics is an analytics service offered by Google that collects aggregate data about how people use your website and apps. Google tracks this data to create reports that provide you key information about your website and app data, as well as analyzing the visitors journey on your website in detail through measured audience metrics.
Social media is an important part of any digital strategy and social media analytics can help tourism businesses determine things like what to post, when to post, and how much to post.
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July Labour Market Information
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In July 2023, the Canadian labour market data from Statistics Canada's Labour Force Survey and Qatalyst Research Group revealed continued improvements in BC's Tourism and Hospitality sector. Key highlights include:
•Employment: The sector experienced a 1.8% employment growth, reaching 362,000 jobs in July 2023 from 355,500 in June 2023. This surpasses pre-COVID levels, with 2,750 more jobs than July 2019.
•Regional Variation: Employment increased by 1.8% across all regions except the Kootenay area in July 2023.
•Sector Dynamics: Accommodation and Recreation sectors grew in July 2023, whereas Food and Beverage, Transportation and Travel experienced declines.
•Labour Force: The sector's labour force expanded by 1.7% in July 2023 to 379,000, indicating a recovery trend. All sectors, except Food and Beverage, contributed to this growth. This data reflects a positive trajectory for BC's Tourism and Hospitality sector, showcasing steady growth and recovery across various segments.
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Statistics Canada conducts monthly data from Statistics Canada’s Labour Force Survey and Qatalyst Research Group generates tables with tourism and hospitality-specific data.
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Deadline Approaching: BC Parks Visitor Satisfaction Survey
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Have you visited a BC Park recently? Whether you camped, hiked, biked, boated, or explored, BC Parks wants to hear from you! Take their Visitor Satisfaction survey by September 15, 2023 and help shape the future of parks across the province. Help BC Parks learn more about visitor experiences, activity preferences, and where there is room for improvement. Your feedback will be used to support future decision-making, training, and funding for facilities, trails, and other initiatives. BC Parks is committed to protecting and managing the province’s diverse wilderness for future generations, and providing high-quality, safe, outdoor recreation opportunities.
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Share this engagement opportunity with your networks and take the survey by Sept. 15, 2023.
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