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Vancouver, Coast & Mountains
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Happy Tourism Week 2025! (Destination Vancouver/Jason Lee Wang)
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Introducing Dayna Miller, VCM’s new General Manager.
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We are thrilled to announce that Dayna Miller is the new General Manager of the Vancouver, Coast & Mountains (VCM) tourism region.
A familiar name to many in the industry, Dayna is a seasoned tourism professional with over 30 years of experience in destination marketing, sales, and development. She has worked with Destination Canada, Destination Vancouver, and, most recently, the Globus family of brands. She can be reached at Dayna.Miller@destinationbc.ca
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New regional and sector research is available.
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Destination BC Releases New Regional and Sector Research
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As part of National Tourism Week, Destination BC has released new Regional and Sector Profiles to support data-informed tourism planning across the province. The VCM region stands out, generating over half of BC’s overnight tourism spending and showcasing strong year-round visitor demand. These profiles offer valuable insights into traveller behaviour, seasonal patterns, spending, and economic impact. There are also new profiles for:
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Indigenous tourism
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Cycling tourism
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Ski tourism
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Wine tourism
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Eligible events for program funding include spectator sports. (Tourism Whistler/Karina Erhardt)
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Applications Open for New Destination Events Program
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Building on the success of the former Tourism Events Program, the BC Government’s 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 until May 5, 2025 for events occurring between June 1, 2025 and September 30, 2026.
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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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PacifiCan Announces Over $4.8 Million in Funding to Attract More Visitors to BC
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Pacific Economic Development Agency of Canada (PacifiCan) 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. PacifiCan is also accepting expressions of interest for its Business Scale-up and Productivity program to support high-growth BC companies.
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Visit the “Tackling Tariffs” page for updated information. (Destination Vancouver/Coast Mountain Photography)
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New “Tackling Tariffs” Resource
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With new announcements and policies on tariffs from the US continuing to shift, Destination BC has created a dedicated page called "Tackling Tariffs" that is frequently updated with current news and resources.
On this page, you'll find:
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Destination BC's ongoing response to the tariff conversation
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Key messaging about tariffs
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The "Love for BC" video series
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The Province's response to tariffs and resources for BC businesses
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Learn more about the Federal Government’s response to U.S. tariffs. (Destination Vancouver/Coast Mountain Photography)
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Government of Canada Assistance for Trade and Tariff Impacts
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To help business owners navigate growing trade and tariff challenges, the Government of Canada has announced help to mitigate impacts and strengthen Canadian businesses. This includes $6.5 billion in new funding:
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Heather McGillivray (VCM), Ceri Chong (Tourism Richmond), Jesica Romero (Tourism Whistler), Natalia Welsh (Destination Vancouver), Madusha Neilson (Destination Vancouver),
and Mandy Wilcox-Ko (Tourism Richmond).
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Travel Media Relations & Travel Trade
Update
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The first travel trade initiative of 2025 for VCM was Destination British Columbia’s annual Explore BC event. VCM’s Travel Media Relations & Travel Trade Representative, Heather McGillivray, presented new product and itinerary ideas from across the region to 150 attendees in Vancouver, including over 40 receptive tour operators and nearly 10 airline and transportation partners. Next up: Rendez-vous Canada 2025 from May 26-30.
For more information about VCM’s travel media relations and travel trade activities, or to share story ideas and new product updates, contact Heather McGillivray at heather.mcgillivray@destinationbc.ca.
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Heather McGillivray (VCM), Shawna Lang (Tourism Squamish), Liz Glover (Adventure World), James Cracknell (Windsong Travel), and Matt Leedham (Karryon).
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Destination BC Hosts Sustainability-themed Fam with Australia's Karryon and Adventure World
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Destination BC partnered with Adventure World (Australian tour operator) and Karryon (Australian trade publication) on a sustainability-themed fam to BC. This trip included attending the IMPACT Conference in Victoria, followed by an adventure-filled itinerary in Whistler, Squamish, and Vancouver.The fam certainly had an impact on the guests, with Liz from Adventure World saying, “It’s really hard to articulate what travel does to your heart. You can talk about hotels, amenities, and experiences, but it’s difficult to put into words the emotional transformation that happens when you travel. That’s why these meaningful experiences matter so much.”
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A new report shares a plan to introduce 10,000 new hotel rooms in Vancouver by 2050. (Destination Vancouver/Shangri-La Hotel)
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New Report Shares Recommendations to Spur Hotel Development in Vancouver
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Vancouver urgently needs 10,000 new hotel rooms by 2050 to keep pace with growing demand. A new report by Destination Vancouver and the BC Hotel Association, the Hotel Community Impact Assessment, outlines a strategy to meet this target while boosting jobs, animating neighbourhoods, and unlocking billions of dollars in economic activity. The report includes five hotel development scenarios tailored to Vancouver’s neighbourhoods and market needs, each offering a scalable model to deliver a mix of price points, hotel types, and community benefits.
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Introducing Cineventure, a new film tourism platform for BC. (Cineventure.ca)
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Cineventure Invites Film Fans to Step into their Favourite Flicks in BC
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It’s lights, camera, action for Cineventure, a new initiative launched by the B.C. Film Commission, Screen BC, and nine destination marketing organizations in the Vancouver, Coast & Mountains region. Season one of the multiphase project introduces cineventure.ca, which helps visitors step into the real-life locations of their favourite films and TV shows. The site features 25 self-guided itineraries, an augmented reality map, and multi-day planning guides covering different areas of BC.
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"By creating these immersive experiences, we’re not only offering visitors a unique way to explore our region, but also encouraging tourism dispersion across our communities and seasons,” said Chris Peters, executive director of Tourism Burnaby and vice-chair of Cineventure, in a statement. “The diversity of locations featured on Cineventure will help showcase lesser-known destinations while creating sustainable, year-round tourism opportunities throughout British Columbia.”
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Historic Downtown Abbotsford is a go-to filming spot.
(Tourism Abbotsford)
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Ready to Experience Abbywood?
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Tourism Abbotsford, with support from the City’s film office, has launched Abbywood—a creative tourism initiative that blends the magic of film and travel. Capitalizing on Abbotsford’s popularity as a filming location, Abbywood invites visitors to explore “reel location” itineraries and themed events that bring screen moments to life. From charming holiday movie scenes to dramatic TV settings, visitors can dine, shop, and explore landmarks featured onscreen. Participating businesses will display a special decal as part of this immersive experience.
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Bright yellow umbrellas are available at 10 locations in Squamish.
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Squamish Launches Umbrella Share Program to Keep Visitors Exploring, Rain or Shine
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Congrats to Tourism Squamish and the Downtown Squamish Business Improvement Association for launching the community’s first umbrella share program, making it easier for visitors and locals to explore—no matter the weather.
With 10 locations around Squamish, these bright yellow umbrellas are free to borrow, no app or sign-up required. Simply grab one when you need it and return it to any designated stand when you're done.
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Help guide Richmond’s Tourism Master Plan.
(BC Bird Trail/The Number Creative)
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Help Shape the Future of Tourism in Richmond
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Tourism Richmond, in partnership with the City of Richmond and the Richmond Hotel Association, is developing the Richmond Tourism Master Plan—a long-term vision to enhance the visitor experience, support local businesses, and ensure sustainable growth.
This plan will help guide tourism development over the next decade, shaping everything from visitor experiences to infrastructure and marketing. If you’d like to participate, take the survey below or visit a pop-up event to provide feedback in-person:
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April 12, 11 a.m. – 2 p.m., Lansdowne Centre
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April 19, 11 a.m. – 2 p.m., Fisherman’s Wharf, Steveston
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A new downhill mountain biking trail is coming to Hope Mountain. (Thomas Schoen/First Journey Trails)
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New Downhill Mountain Biking Trail Coming to Hope Mountain
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A new, five-kilometre downhill mountain biking trail is coming to Hope Mountain! Scheduled to open on June 28, 2025, the shuttle-accessed trail will take riders from the alpine into the valley, winding through forest, crossing hand-built bridges, traversing slopes, and finishing with a gentle creek-side descent.
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The trail was made possible with support from the VCM grant writing team, enabling a coalition of partners to receive provincial funding through the Destination Development Fund and the Rural Economic Diversification and Infrastructure Program. The project aligns with the Fraser Valley Destination Development Strategy’s focus on enhancing mountain-based tourism.
Learn more about the opening date celebration and trail access by following FVMBA’s Instagram.
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The first of five house posts is now in place along the Shoreline Trail in Port Moody. (City of Port Moody)
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"In the Presence of Ancestors" Project Introduces First of Five House Posts in Port Moody
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The first of five planned house posts—created as part of the "In the Presence of Ancestors" project—is in place along the Shoreline Trail, at the viewing platform in Port Moody's Old Mill Site Park.
Carvers from səlilwətaɬ (Tsleil-Waututh Nation), kʷikʷəƛ̓əm (Kwikwetlem First Nation), xʷməθkʷəy̓əm (Musqueam Indian Band), q̓ic̓əy (Katzie First Nation), and Sḵwx̱wú7mesh Úxwumixw (Squamish Nation) have carved unique house posts that will restore a highly visible First Nations presence in Port Moody. The remaining four carvings will be installed later in 2025. Installed facing the water, the house posts serve to remind the community of the shared responsibility for protecting the Burrard Inlet.
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Congratulations to the 2025 winners! (Vision Event Photography)
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Celebrating Excellence: 2025 BC Tourism Industry Award Winners
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Congratulations to all the 2025 winners and finalists of the BC Tourism Industry Awards. Ten awards were given out on March 6, 2025 to celebrate outstanding achievements and valuable contributions.
We wanted to offer a special round of applause to the winners from the VCM region:
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Support the BC Hospitality Foundation's Hospitality with Heart Initiative
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Hospitality with Heart is a week-long campaign uniting British Columbia’s hospitality and tourism industries in support of the BC Hospitality Foundation. From June 1 to June 8, 2025, give back to an industry that continually supports its people. Confirm your participation by April 30, 2025.
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Be ready, stay safe: Tsunami Preparedness Week is April 13–19.
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Get Ready: Tsunami Preparedness Week is April 13–19
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Tsunami Preparedness Week is an important reminder for B.C. communities—especially coastal ones—to stay informed and ready. It’s the perfect time to build awareness, share resources, and ensure your business and visitors know what to do in the event of a tsunami.
PreparedBC offers a range of tools, including:
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Whether you're a tourism operator, local resident, or visitor, knowing your evacuation routes and understanding the risks can make all the difference.
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The Vancouver Art Gallery has introduced a new prescription for wellness. (Vancouver Art Gallery)
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Prescribing Art for Wellbeing: New Partnership at Vancouver Art Gallery
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In celebration of World Health Day (April 7), the Vancouver Art Gallery has partnered with BC Parks Foundation’s PaRx program to launch Canada’s first nature prescription initiative within a cultural institution. Through this collaboration, healthcare professionals can now prescribe visits to Emily Carr: Navigating an Impenetrable Landscape, supporting mental health through the combined healing power of art and nature.
Patients and a guest receive free admission and can return throughout the program. This pilot aims to serve 4,000 individuals in its first year, fostering mindfulness, reducing stress, and deepening personal connections to nature and British Columbia’s landscapes.
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A new social enterprise café has opened its doors in
East Vancouver.
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Inclusive East Van Café Invites Visitors to Sip and Support
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A new social enterprise in East Vancouver is giving visitors and locals another meaningful stop to add to their itinerary. Co-mmunity, located at 2121 E. Broadway, is more than just a coffee shop; it’s a welcoming space where inclusion, connection, and community thrive. The shop offers meaningful employment and skills development for young adults with intellectual disabilities who are transitioning towards different pathways of adulthood. Soft launched in December and set to open permanently in late April, Co-mmunity serves up delicious coffee and sells local products from businesses that support inclusive hiring.
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Dine Chilliwack (Chilliwack): Dine Chilliwack is a two-week culinary celebration that highlights the best of Chilliwack’s food scene. Local restaurants will offer exclusive menus, special promotions, and one-time-only dishes, giving diners the perfect excuse to explore new flavours and support local businesses. Forks: optional. Stretchy pants: recommended. Dates: April 11-27, 2025
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Social Value Trade Show (Vancouver): Destination Vancouver, in partnership with Buy Social Canada and Indigenous Tourism BC, will host the first Social Value Trade Show for tourism, hospitality, and events. The goal is to support social enterprises and Indigenous-owned suppliers by creating a space where they can connect with industry, build relationships, and discover different ways to collectively create value in our communities. Date: April 25, 2025
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Abbywood Presents: Movie Night at Ripples Winery & New Wave Distilling (Abbotsford): Tourism Abbotsford is launching Abbywood—a film tourism campaign featuring locations, itineraries, and events. Step into the magic of Wicked (2024) with an enchanting movie night at Ripples Winery & New Wave Distilling! Enjoy an evening filled with craft libations, delicious bites, and a cinematic experience that will transport you to the land of Oz. Tickets cost $65 per pair. Date: April 25, 2025
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Celebrate Earth Day (Maple Ridge): Celebrate Earth Day in Maple Ridge is a family-friendly community festival that celebrates nature and the outdoors, family and community, and green innovation and technology. Activities include the Family Freecycle, Repair Cafe, an electric vehicle display, a farmers market, food trucks, the Cycle Recycle Free Bike Draw, stage performances, flash mobs, roving entertainers, and more! Date: April 26, 2025.
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Bloom + Breeze Farm U-Pick Tulips (Squamish): This spring, explore the beauty of 20,000 vibrant tulips at Bloom + Breeze Farm! The new U-Pick Tulip experience invites visitors to handpick stunning blooms while soaking in the fresh spring air. Tulips are expected to bloom from mid-April to mid-May, but the farm may open earlier depending on weather. Plan your visit to enjoy nature, capture beautiful photos, and make lasting memories at this charming family-run flower farm. Dates: Mid-April and mid-May, 2025
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Rise Mountain Adventures (Squamish): Offering hiking, snowshoeing, backpacking, trail running, and mountain discovery walking tours in Squamish, Rise Mountain Adventures is known for high-quality adventures led by ACMG-certified guides. Join them to explore the stunning landscapes in the Sea-to-Sky Corridor!
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PoMoArts Art 4 Life Exhibition (Port Moody): This group exhibition features over 30 artists, inspiring creativity at any age and leading to a lifelong relationship with art. Visitors are engaged through immersive and participatory art displays, allowing them to become a part of the exhibition. Dates: Now until May 4, 2025
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National Indigenous Peoples Day Celebration (Surrey): Head to the Bill Reid Millennium Amphitheatre in Cloverdale for the National Indigenous Peoples Day Celebration. Hosted by sǝmyámǝ (Semiahmoo First Nation), q̓ic̓əy̓ (Katzie First Nation), and q̓ʷɑ:n̓ƛ̓ən̓ (Kwantlen First Nation), this free, family-friendly event is open to the public and includes cultural sharing, storytelling, art, music, and more. Free shuttle service is available from King George SkyTrain starting at 1 p.m. Date: June 21, 2025
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Art Out Side Festival (Port Moody): Step "out side" of convention at Art Out Side, Port Moody’s new arts festival, which will transform streets, parks, pathways, alleys, local businesses and secret locations in the City of the Arts this summer. Artists of diverse disciplines, backgrounds, and experiences will push creative boundaries and engage visitors in immersive artistic experiences. There will be artists performing, displaying, or creating each day in a different part of the city. Dates: July 21 – August 10, 2025
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Don’t Love it to Death Wins at the BC Tourism Industry Awards
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As noted earlier in this newsletter, the Sea to Sky Destination Management Council took home the Sustainability Excellence Award at the BC Tourism Industry Awards for the Don’t Love It to Death campaign.
This recognition highlights the power of collaboration in protecting the incredible places we love while promoting responsible tourism in British Columbia. A huge thank you to all partners, supporters, and everyone who has helped spread the message.
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David Devana (Nanaimo Airport, award sponsor), Barrett Fisher (Tourism Whistler), Lesley Weeks (Tourism Squamish), Laura Plant (Laura Plant Consulting), Amber Turnau (Substrate Studios), and Jennifer Belak (Vancouver's North Shore Tourism). (Vision Event Photography)
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Reference the VCM Sustainability Playbook and Toolkit as you work towards sustainability goals. (Vancouver, Destination Vancouver/Kindred & Scout)
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Access the VCM Sustainability Playbook and Toolkit
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As you work toward your sustainability goals this year, remember to leverage valuable resources like the VCM Sustainability Playbook and Toolkit to set you up for success on your sustainability journey.
The VCM Sustainability Playbook guides users through a step-by-step process of measuring baseline performance and creating an action plan for improvement. Designed using global best practices and input from regional partners, the playbook includes tools and industry resources for quick implementation into your operations.
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The VCM Sustainability Toolkit complements the Playbook with practical tools such as sustainability checklists, templates, and detailed instructions—making sustainability planning simple and actionable.
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Make a Difference in Your Community this Earth Day (April 22)
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Earth Day 2025 is just around the corner (April 22), inspiring people worldwide to take action to protect our planet. This year’s theme, “OUR POWER, OUR PLANET,” calls on everyone to unite behind renewable energy and triple the global generation of clean electricity by 2030. You can participate by promoting education and advocacy, pledging an Earth Action on social media, attending or organizing a local event, or donating to support Earth Day efforts.
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Paddling through Desolation Sound is one of many ways you can celebrate Earth Day (April 22). (Destination BC/Andrew Strain)
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Keep the province's trails spectacular by supporting BC Trails Day (June 7). (Chilliwack/Tourism Chilliwack)
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Advocate for Local Trails at the 5th Annual BC Trails Day (June 7)
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Celebrate BC Trails Day on June 7 with outdoor enthusiasts across the province. This annual event, part of the International Trails Day festivities, encourages communities to host local activities, from guided hikes and trail cleanups to virtual gatherings. Register your event with the Outdoor Recreational Council of BC by May 18, 2025 for a chance to win exciting prizes, including Nonny non-alcoholic craft beer to share with participants or a Shapeshifter Timberwolf Lightweight trailbuilding tool to help maintain the trails we cherish.
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