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Directions: News from Destination BC
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McLean Mill National Historic Site | Port Alberni (Alberni Valley Tourism/Peter O'Hara)
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Downhill Skiing at Fernie Alpine Resort
(Destination BC/Dave Heath)
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Destination BC Launches 2024 Ski Campaign in Australia
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On May 14, our team launched our 2024/25 Ski Campaign in Australia. Building upon the successful 2023 ‘You, Elevated’ creative platform, this year’s campaign is optimizing performance based on data insights gathered over the year.
One new channel we are using this year is a TripAdvisor sponsored content program, which will have ad units pointing to a BC Ski Resorts Guide directly on TripAdvisor, leveraging the resorts’ TripAdvisor listings. TripAdvisor is the world’s largest and most preferred travel guidance company, and is a trusted trip planning platform for Australians.
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Destination BC Launches Partnership Opportunities for 2024-25 Resident Perceptions of Tourism Research Survey
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Launching in fall 2024, Destination BC’s 2024-25 Resident Perceptions of Tourism Research Survey offers partnership opportunities for Regional and City Destination Management Organizations (DMOs) in BC to help deepen their understanding of how residents view tourism in their communities.
RDMOs and CDMOs interested in partnering with Destination BC to enhance their resident perceptions insights are invited to explore partnership opportunities and upcoming June 15 & July 15 participation deadlines through the link below.
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Learn more about the program offering, eligibility requirements, and how to apply on the website.
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Apply for the BCTCRI Sustainability Micro-grant Program Before May 31, 2024
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Application intake for the second round of the BCTCRI Sustainability Micro-grant Program is open! This program offers BC tourism businesses and non-profits up to $15,000 to support projects focused on enhancing operational sustainability, reducing operating costs through efficient resource use, achieving sustainability certification, and enhancing preparedness for climate events.
Applications close at 4:00pm PT on May 31, 2024 and are being processed on a first come,
first served basis.
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See the list of new and improved winery experiences developed through the Cultivating Experiences Program.
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New and Improved Winery Experiences Developed through Cultivating Experiences Program
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Wine Growers British Columbia unveiled the 10 winery experiences that were developed or improved through the Cultivating Experiences Program. Beginning in August 2023, the program provided selected wineries across BC with practical, actionable guidance to help them tap into new markets and increase revenue potential through the development of new or improved experiences.
Cultivating Experiences was a partnership between Destination BC, Wine Growers British Columbia, and The Firecircle with support from Pacific Economic Development Canada.
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Emergency Preparedness Graphics
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There are a variety of resources available to help you prepare for emergencies and communicate with visitors.
The Tourism Emergency Management Committee has created a library of visuals for industry members to share through their channels to promote responsible visitation and emergency prevention.
These graphics can be used on their own or paired with one of the suggested messages in the Emergency Messaging Guidance document.
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Team BC Represents at Rendezvous Canada 2024
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BC had a significant presence at Rendezvous Canada 2024 in Edmonton May 15-17 with 108 BC tourism sellers, including 11 Indigenous BC sellers, and Destination BC representatives from the United Kingdom, Australia, Germany, Mexico, China, and Vancouver.
In addition to 200+ appointments with qualified buyers from around the world,
Destination BC sponsored a Rainforest to Rockies themed lunch for attendees on Day 2, featuring Vancouver's JAPADOG and La Glace Ice Cream,
with flavors influenced by BC agriculture.
We're so proud of the incredible work done by our team and partners to make this year's event a success for BC!
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Destination BC Board members in front of the Quesnel welcome sign while visiting for Destination BC's quarterly board meeting.
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Destination BC Quarterly Board Meeting
Held in Quesnel
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This week, our executive team and Board of Directors travelled to Quesnel for their quarterly board meeting. The meeting was held at the Billy Barker Casino Hotel and was followed by an industry event at the Quesnel Museum where they had the opportunity to connect with local tourism industry members. They also had the opportunity to tour the Troll Ski Resort, which received a $1-million provincial grant this past fall from the Ministry of Tourism, Arts, Culture and Sport through the Destination Development Fund.
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Destination BC Media Relations Specialist, Vidia Panna, presenting to Travel Media in Seattle.
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Destination BC Hosts Spring Travel Media Events in Seattle & Calgary
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This month, Destination BC brought together our partners from across BC and travel media in Seattle and Calgary for dinner events in each city where we presented on Rainforest to Rockies. Our Travel Media team works with media that specialize in telling travel and lifestyle stories to create exposure for BC as a destination of choice.
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Destination BC's Maya Lange spoke to Stephen Quinn on CBC's 'The Early Edition' on May 20, 2024.
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Destination BC’s Maya Lange Shares BC Travel Gems on CBC’s ‘The Early Edition’
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Last week, Vice-President of Global Marketing, Maya Lange spoke to Steven Quinn on CBC’s The Early Edition about travel gems around BC. From the best beaches to mountain vistas, Maya highlighted offered her recommendations for British Columbians and tourists alike from across the province.
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Explore the latest data and recent trends on tourism visitation and revenue with the new Canadian Tourism Data Collective.
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Destination Canada Launches New Canadian Tourism Data Collective (CTDC)
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Destination Canada proudly released their centralized national data and insights portal this week. The platform is designed to be a ‘one-stop data shop’ delivering actionable insights and intelligence about Canada’s tourism economy, arming industry, communities, tourism operators and government with reliable information to make critical decisions.
Currently, there are two free data products available on the platform: the Wealth & Wellbeing Index Preview and Tourism Performance Indicators. Additional data products are available under a paid subscription including Tourism Forecasts, Lodging and Accommodation Spending Report, and more.
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BC Aviation Council 2024 Conference:
May 27-29, 2024
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Next week, Destination BC’s Alison McKay and Maya Lange will present to nearly 200 tourism & aviation partners from around the province at the BC Aviation Council’s 2024 Conference in Nanaimo.
They will take attendees through the Iconics strategy – why it was created, how the approach will work, what’s been done to date, and what’s up next – and how the aviation industry is critical to its success.
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BC Trails Day: June 1, 2024
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The 4th annual BC Trails Day, BC’s largest trail celebration, is just over 2 weeks away and the Outdoor Recreation Council of BC has published a number of resources to help spread the word in advance. Their toolkit includes a list of 6 Ways to Promote Your BC Trails Event, Media Release Guide & Template, and graphics for social media.
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