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Directions: News from Destination BC
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Cozying up at Crooked Lake Resort. (@kaleighhb)
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A Holiday Message from Destination BC
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As the year draws to a close, we take a moment to celebrate our shared successes and look toward the opportunities ahead. BC’s tourism industry continues to demonstrate its strength and adaptability, as an economic powerhouse. BC’s vital visitor economy grew steadily in 2024, with positive year-to-date growth across nearly all key international markets, with visitors from the US, Asia-Pacific, and Europe leading the way.
This year, we proudly launched two Iconic brands—Rainforest to Rockies and The Great Wilderness— with the support of Indigenous Tourism BC, industry partners, and communities throughout the province. These brands represent our commitment to transforming the way British Columbia is seen through the eyes of travellers around the world, and drive meaningful benefits for communities, businesses, and residents across the province.
Through the BC Tourism Climate Resiliency Initiative, we have made meaningful progress in advancing the sustainability of tourism in British Columbia. This year, we supported more than 100 tourism businesses and communities in developing sustainability and climate adaptation plans, provided access to the tools and resources needed to implement these strategies, and fostered a spirit of collaboration as we work together toward a more resilient and sustainable future for the industry.
We also embraced new ways of working, exploring how we can harness emerging technologies, such as artificial intelligence, to augment the way we work and connect with travellers. One example is the HelloBC AI Concierge, which launched in Beta on HelloBC.com this year, providing personalized visitor servicing powered by AI. This innovation reflects our ongoing efforts to enhance the tourism experience, adapt to digital trends, and learn how technology can benefit both visitors and our industry partners.
BC held the spotlight on more than one occasion this year, hosting both the CFL Grey Cup and Taylor Swift’s record-breaking Eras World Tour finale, drawing hundreds of thousands of visitors and contributing to BC’s reputation as a premier event destination. These successes have set the stage for us to welcome the world to our province for the upcoming 2025 Invictus Games in Whistler and the 2026 FIFA World Cup in Vancouver—global events that will undoubtedly bring new opportunities to grow tourism in our province.
As we close out the year, I want to acknowledge the incredible work of our industry partners, communities, and tourism businesses. Your collaboration and innovation continues to build a thriving and sustainable tourism industry in BC.
On behalf of everyone at Destination BC, I wish you a joyful holiday season filled with rest, reflection, and time with loved ones. Thank you for all you do, and we look forward to working alongside you in the year ahead.
- Richard Porges, President & CEO, Destination BC
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Iconics updates were shared at meetings with BC communities this fall.
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Iconics Updates at Fall Meetings
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For those of you unable to attend the fall meetings across the province, here are a few Iconics highlights that were shared:
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Rainforest to Rockies and The Great Wilderness have both launched in international markets.
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Brand development for the next four Iconics are underway and due to be completed in early 2025.
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Destination Development strategies are almost complete for Rainforest to Rockies and The Great Wilderness, with the next four to be completed over the next year.
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All Iconics will launch as a Super Natural, British Columbia® brand family in fall 2025.
Questions? Please contact [email protected].
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BC Tourism Climate Resiliency Initiative Receives X. Awards Transformation Award
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The BC Tourism Climate Resiliency Initiative was recently selected as the Transformation category winner in Digital Tourism Think Tank’s X. Awards. The selection was made by a panel of judges, noting the collaborative and comprehensive approach that worked to serve the varying needs and requirements related to climate adaptation steps implemented by communities and businesses.
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The BCTCRI was honoured by the X. Awards in the Transformation category.
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Three winners of the "Spark" Cowichan Program were announced on December 13.
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Congratulations Cowichan “Spark” Program Winners!
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We're pleased to announce the winners of the "Spark" Cowichan Program. Five finalists presented their pitches to a panel of judges on Friday, December 13, with three winning projects selected to receive $3,000 in seed funding, mentorship, and resources to bring their exciting tourism ideas to life in the Cowichan region. The winning projects are:
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Nick Gallant – Lake Cowichan Bicycle Rentals & Tours
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Jackie Broughton – Jack & Jay Creative Space
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Sarah Campbell – Building the Cowichan Cannabis Trail
Congratulations to all five finalists for their innovative tourism ideas and inspiring presentations and thank you to everyone who put ideas forward.
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Apply for the Boundary Country "Spark" program by January 6, 2025.
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Apply Now to “Spark” Your New Tourism Idea for Boundary Country
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Entrepreneurs, small businesses, non-profits, and community groups in the Boundary Country are invited to bring their creative ideas for new tourism opportunities, offerings, experiences, or partnerships for the opportunity to receive $3,000 in seed funding and mentorship to bring their idea to life. The application deadline is January 6, 2025.
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Al Raine played a key role elevating BC into a world-class ski destination.
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We are saddened to learn of the passing of Al Raine, Mayor of Sun Peaks, and long-time leader in the BC tourism industry. Together with his wife, Nancy Greene Raine, Al played a key role in developing many ski resorts in BC and elevating the province as a world-class ski destination. Our heartfelt condolences go out to his family, friends, and the Sun Peaks community during this difficult time. He will be deeply missed.
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Be Prepared for Emergencies this Winter
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Be prepared for emergencies this winter with the help of our recently updated Fall/Winter 2024-25 Emergency Messaging Guidance document. This guide outlines official emergency information sources and provides suggested messaging, actions, and other resources produced by the BC Tourism Emergency Management Committee for BC tourism businesses to help navigate questions, mitigate visitor concerns, and proactively manage perceptions during emergencies.
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Emergencies can impact travel, visitors, and businesses at any time, and potentially influence those who may be planning a trip to our province. During these emergencies, the tourism industry is an important conduit to official information sources for visitors.
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Destination BC is currently hiring for two positions. (Northern BC Tourism/Taylor Burk)
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Apply Now! Join the Destination BC Team
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We’re currently hiring for two positions with application deadlines in early January, including General Manager, Vancouver, Coast & Mountains and Executive Administrative Assistant, Global Marketing. Learn more about these opportunities and apply through our website.
Destination BC seeks to create a workplace culture that is reflective of the province and the people who live here. We welcome people of all backgrounds to ensure how we operate, and our programs and services are equitable, inclusive, and accessible to all.
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Micro-Grants Program Applications Open January 7, 2025
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The BC Tourism Climate Resiliency Initiative Micro-Grants Program is returning this January, providing micro-grants of up to $15,000 in funding to support sustainability projects or implement aspects of your Climate Adaptation Plan.
Start preparing in advance of the January 7-28, 2025 application window with helpful resources on our website, including updated program guidelines, examples of projects, stories from businesses that have benefited from this program in the past, a Practice Application to help you prepare, and the recording from an information session hosted on December 16, 2024.
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A new application window for the BCTCRI Micro-Grants Program is opening January 7, 2025.
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Destination Canada Shares Traveller Segmentation Program
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Destination Canada recently hosted an event for destination marketing organizations across the country to share the new Traveller Segmentation Program and the methodology they used to develop the 7 segment profiles. New features this global segmentation program will enable are direct marketing activation and a reverse typology tool for destinations to determine their best segments.
The Traveller Segmentation Program is part of the Canadian Tourism Data Collective, launched earlier this year as a centralized ecosystem for tourism industry partners across Canada.
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The Traveller Segmentation Program is part of the Canadian Tourism Data Collective.
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Register Now! Limited Space Available for Tourism Digital Academy January Intake
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The January 21, 2025 intake of our upcoming Tourism Digital Academy is full, but there’s still time to register for our January 29, 2025 intake.
The Tourism Digital Academy is a FREE eight-week program that helps tourism businesses develop their understanding of SEO, website usability, content, email marketing, analytics, and more. The program includes live, virtual sessions, self-directed learning modules, and practical exercises to help you gain the knowledge and skills needed to excel in the world of marketing.
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Secure your early-bird rate for the BC Tourism Industry Conference!
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Nominations Open for the 2025 BC Tourism Industry Awards!
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Nominations are open for the BC Tourism Industry Awards! These prestigious awards highlight the bold leadership, creativity, and innovation shaping the province’s tourism industry. Finalists will be announced in early February and the official recipients will be recognized at the Awards Gala on March 6, 2025.
Destination BC is a presenting sponsor of the 2025 BC Tourism Industry Conference. Registration is open with early-bird rates in effect until January 15, 2025.
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Register today for the 2025 IMPACT Sustainability Travel & Tourism Summit.
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2025 IMPACT Sustainability Travel & Tourism Summit (January 27–29, 2025)
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The IMPACT Sustainability Travel & Tourism Summit will take place in Victoria this January, bringing together DMOs, tourism operators, government, Indigenous leaders, and academia to propel, inspire, and showcase innovative sustainable and regenerative solutions in tourism.
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