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Directions: News from Destination BC
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Ghost Lake, Cariboo Mountains Provincial Park | Destination BC/Blake Jorgenson
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Travel has the power to connect, inspire, and uplift, and we remain committed to building a better world, together, through tourism, while ensuring that BC is a place where everyone feels welcome and included.
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Tackling Tariffs: Strengthening Global Connections through Tourism
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With the ongoing trade tensions between the US and Canada, tourism remains an important economic driver in British Columbia, and we will continue to extend a warm welcome to visitors from the US and around the world to #ExploreBC.
Destination BC is actively monitoring the situation and prepared to adjust our plans if needed. Visit our website to learn more about how we are responding and guidance for our industry partners across BC.
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Celebrating Excellence: 2025 BC Tourism Industry Award Winners
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Congratulations to all the 2025 winners and finalists on your outstanding achievements and valuable contributions to BC’s tourism industry!
Among the 10 awards categories, Destination BC was proud to sponsor the Inclusive and Accessible Tourism Experience Award, received by Reel North Adventures for leading the way in making BC's fishing tourism industry more accessible.
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Ten awards were given out to recognize and celebrate the excellence, leadership, and innovation of operators and employees in this year's BC Tourism Industry Awards.
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The tourism industry is a key driver of economic success across British Columbia—growing and supporting revenues, employment, wages, and visitors.
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New! Supporting our Vibrant Visitor Economy: Updated Value of Tourism Report for Spring 2025
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Destination BC is pleased to release the Spring 2025 Value of Tourism annual report, providing a comprehensive overview of the economic, social, cultural, and environmental contributions of BC’s visitor economy. This report demonstrates how tourism industry drives economic success across BC, producing significant revenue, supporting local jobs, and enhancing quality of life for residents.
Tourism is one of BC’s leading economic resource sectors, generating $22.1 billion in annual revenue in 2023. Read the full report to learn more about how tourism is driving BC's economy and maximizing benefits for residents.
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Highlights from Explore BC 2025
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On February 19, we hosted the Explore BC industry event, welcoming nearly 150 attendees from across the province to share new tourism offerings from their respective areas with key members of the global travel trade.
The event also included presentations on Destination BC’s 2025 Global Marketing Plan, updates on the Invest in Iconics strategy, and opportunities to build new and strengthened industry connections.
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Thank you to everyone who attended, participated, and contributed to making this event a success. We look forward to building on these conversations and working together to drive new opportunities in the year ahead.
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2024 BC Resident Perceptions of Tourism Research | Now Available!
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We are pleased to release the 2024 BC Resident Perceptions of Tourism survey findings and Snapshot Series, providing valuable insights into how residents across the province perceive the economic, social/cultural, environmental, job/career, and Indigenous impacts of tourism at the provincial, regional, sub-regional, and local levels.
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This research is based on the Fall 2024 Resident Perceptions survey of over 4,800 respondents. Reports have been produced at the provincial, regional, sub-regional, and local levels.
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Destination BC Travel Media Coverage Report: January 2025
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We have a well-developed program to work with travel media – journalists or outlets who specialize in telling travel and lifestyle stories – to create exposure for BC as a destination of choice. Travel media relations is an essential marketing channel to tell our brand story, build awareness, and encourage travellers to visit BC.
In the month of January 2025, we tracked 45 pieces of coverage for destinations in the province with an estimated 2.36 million combined views.
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View highlighted stories from this month's Travel Media Report and discover more on our website.
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New small business resources are available for FREE to BC businesses and aim to help entrepreneurs and business owners start, manage and grow their BC small businesses.
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New Resources Available for Small Businesses and Entrepreneurs
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The Government of British Columbia has introduced a new resource hub for small businesses and entrepreneurs. Resources are available for FREE and include:
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One-on-one consultations with an advisor.
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Guidance on navigating government programs and funding opportunities.
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Tariff resources.
Visit the website to discover more.
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BC Government Announces Funding Through New Destination Events Program
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Building on the success of the former Tourism Events Program, the updated Destination Events Program will provide up to $5 million a year to support operational expenses and help communities host tourism, arts, cultural, and sport events that attract overnight visitors, create jobs, boost local economies, and foster tourism growth.
Applications will be accepted from April 7 to May 5, 2025, for events occurring between June 1, 2025, and September 30, 2026.
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Events eligible for funding through the program include spectator sport events, arts and culture festivals, fairs, rodeos, exhibitions, and more.
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Homalco Wildlife Tours, Ktunaxa Nation, and Nk’Mip Desert Cultural Centre will receive a combined $2.8 million for key projects.
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Indigenous Tourism Businesses in BC Recipients of Signature Indigenous Tourism Experiences Stream Funding
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The Government of Canada and the National Aboriginal Capital Corporations Association (NACCA) announced funding support for three Indigenous tourism businesses in BC through the Indigenous Tourism Fund’s Signature Indigenous Tourism Experiences Stream. Through this announcement Homalco Wildlife Tours, Ktunaxa Nation, and Nk’Mip Desert Cultural Centre will receive a combined $2.8 million for key projects.
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PacifiCan Announces Over $4.8 Million in Funding to Attract More Visitors to BC
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Pacific Economic Development Agency of Canada has announced an investment of $4.8 million to support the creation of memorable outdoor and cultural experiences across the province and to help businesses diversify export markets. Among the 24 tourism organizations receiving funding, Destination BC will receive $250,000 to launch the BC Tourism Business Market Accelerator, helping BC’s tourism operators attract more international visitors.
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The Government of Canada is making investments in tourism across British Columbia to attract visitors and drive local economic growth.
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Vancouver Airport Authority President and CEO, Tamara Vrooman, has been named the 2025 Canadian Business Leader of the Year by the Canadian Chamber of Commerce.
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Canadian Business Leader of the Year: Tamara Vrooman, President & CEO, Vancouver International Airport
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Our sincere congratulations to President and CEO of Vancouver Airport Authority, Tamara Vrooman, on being named the 2025 Canadian Business Leader of the Year by the Canadian Chamber of Commerce.
As a champion of sustainability and innovation, Tamara's leadership continues to advance YVR as a world-class airport and supports a more resilient and sustainable tourism industry in BC.
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Western Canada Tourism Roundtable
March 28, 2025
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The Tourism Industry Association of Canada will be hosting a Western Canada Regional Roundtable at the Westin Vancouver Wall Centre in Richmond to bring together national, regional, and local tourism stakeholders.
Destination BC will be participating in the Regional Issues Forum on how provincial organizations are helping BC tourism businesses grow, alongside partners from the Tourism Industry Association of BC and Tourism Richmond.
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National Tourism Week 2025
April 7–11, 2025
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This year marks the 15th annual National Tourism Week. This week-long, national social media campaign orchestrated by the Tourism Industry Association of Canada (TIAC) is a crucial platform for highlighting the pivotal role of tourism in Canada. TIAC invites tourism partners from across Canada and all Canadians to participate in celebrating the value tourism creates under the banner of this year's theme, 'Canada: Powered by Tourism'.
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BC Hotel Association Summit
April 22-23, 2025
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The BCHA Summit is where hoteliers gain the insights, strategies, and connections needed to stay ahead. This year’s theme—Shaping Tomorrow: Leading and Growing Together—is a call to embrace new opportunities and drive the future of hospitality. Join industry leaders as we share ideas, tackle challenges, and explore what’s next.
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2025 BC Economic Summit
May 12-15
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This year's BC Economic Summit will be held in Penticton this April and explore the theme, "Connecting the Dots: Collaboration. Innovation. Resilience.", emphasizing the importance of collaboration and innovation in building a resilient and thriving economy across the province, while showcasing Canadian speakers, serving food products made in Canada and using a Canadian-based event app.
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