Scaling Up For Success

Corporate Strategy 2023-2025 – Introduction

We are committed to meaningful engagement, open conversation, and actions that lead us to a better future, together.

In 2022, as travel resumed following the global pandemic and momentum was building for a better future, we focused on connection: with travellers, with communities and with industry, to listen, to learn and to talk about what is needed to chart a path to a better future, together.

We listened and we heard that industry needs us to keep working hard to support immediate and continued recovery through our marketing and development efforts. We recognize that BC’s 19,000+ tourism businesses must be profitable and resilient to ensure the viability of BC’s visitor economy, now and in the future. 

We heard that there is a need for travellers to our province to be compelled to experience more people, places and experiences within Super, Natural British Columbia® throughout the year. 

And, we clearly heard that industry was looking to us to broaden what ‘success’ within the visitor economy means—to look toward the next few years and beyond. 

We embrace our responsibility as part of the large tourism ecosystem fulfilling the needs of industry and supporting our valued partners.

Our purpose is to improve the quality of life for all people living in British Columbia and visitors, through tourism, and share the transformative power of BC’s experiences with the world, in a socially, culturally, environmentally and economically sustainable way. 

Our 2023-2025 corporate strategy provides clarity about the choices we will make over the next three years and beyond. Our intention with this strategy is to: 

• Reduce seasonality and regional disparity by growing the tourism economy across all regions of BC and in all seasons;
• Enable more tourism organizations and businesses to access technologies, marketing channels, planning tools, data, insights, and training that are otherwise only available to large businesses and organizations;
• Take action to continue to grow a sustainable, authentic Indigenous cultural tourism industry in BC.

To learn more about our 2023-2025 corporate strategy, download the pdf file or watch the Zoom webinar below.