Alignment to Government Strategies
Parliament Buildings in Victoria - Destination BC/Reuben Krabbe
As a Crown corporation of the BC government, we exist to benefit all people living in British Columbia.
We are guided by the direction provided by the BC government through the BC Declaration on the Rights of Indigenous Peoples Act and Action Plan, Stronger BC, CleanBC, and the Strategic Framework for Tourism, which is guided by the foundational principles of the Provincial Government, including:
- Attainable and affordable housing
- Safer communities
- Improved health care
- A sustainable, clean, secure, and fair economy
2022-2024 Provincial Strategic Framework for Tourism
As part of the StrongerBC Economic Plan, the Province launched a new three-year roadmap for rebuilding and revitalizing tourism and creating jobs and opportunities for people and communities in every part of the province. It is our responsibility to ensure that Destination BC programs and investments deliver on key aspects of the Provincial Strategic Framework for Tourism and provincial priorities.
The Provincial Framework sets out a mission:
British Columbia’s tourism industry creates opportunities for people to have a better life through community enhancement, sustainable growth and climate action. Stewardship of the industry is rooted in principles of diversity, inclusivity, reconciliation and partnerships.
And it also sets out goals:
- Recovery of provincial tourism revenue by 2024;
- Greater dispersion of revenue to benefit residents and communities across BC;
- Build a cleaner tourism industry that is prepared to adapt to climate change.
Supporting our Valued Partners
We embrace our responsibility as part of the large tourism ecosystem fulfilling the needs of industry. Destination BC actively supports organisations on matters that are important to tourism business in BC, such as labour force (go2HR), climate action (Ministry of Environment and Climate Change Strategy), education (Ministry of Advanced Education and Skills Training), land management (Ministry of Water, Land and Resource Stewardship, First Nations, local governments) and government policy (governments, Tourism Industry Association of BC, BC Hotels Association, sector organizations, and more).
We are committed to supporting other lead organizations on matters that are important to all tourism businesses in BC
Workforce Realities
Environment & Climate Change
Emergency Management
Government Policy
Destination BC’s Role:
- Decrease seasonality through a dispersion strategy, to support the creation of more full time and permanent jobs, making the tourism sector more attractive to employees.
- Increase capacity of tourism businesses to pay higher wages by attracting more high yield visitors.
- Support go2HR and Indigenous Tourism BC on the development of labour market strategies.
- Advise the Ministry of Tourism, Arts, Culture and Sport (TACS) and other ministries on the labour challenges and opportunities facing the tourism industry.
- Collaborate with industry and TACS to increase awareness of the importance of the tourism industry.
Destination BC’s Role:
- Provide visitors with inspiration and information to make informed decisions on sustainable travel options.
- Amplify and elevate tourism businesses and communities that are adopting sustainable and regenerative tourism practices.
- Support destination development efforts that enable tourism businesses, communities and visitors to reduce greenhouse gas emissions, and to make adaptations in preparation for climate change impacts.
- Support the development of sustainable and regenerative tourism and destination development plans.
Destination BC’s Role:
- Play an active role in BC’s Tourism Emergency Management Committee, which ensures that emergency systems support the safety of visitors, the viability of tourism businesses, and our reputation as a safe and welcoming destination.
- Gather information from all levels of government, from various agencies, businesses, and communities to inform our work and help us determine the measures we need to take, and information we need to share, to best support our industry and our visitors, during a crisis.
- Gather insights and information so we can adjust our marketing efforts, create new messaging guides and Know Before You Go content, and conduct crisis communications training for industry partners.
- Encourage communities and tourism businesses to have a plan, to use official resources to prepare for emergencies and to identify potential hazards.
Destination BC’s Role:
- Provide information and analytics to TACS to support government policy decision making.
- Engage TACS and staff from other ministries in destination development planning and implementation.
- Ensure our programs and investments are aligned with the Provincial Strategic Framework for Tourism in B.C. and provincial priorities and policies.
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