Destination BC's DEIA Strategy
Destination BC is committed to Diversity, Equity, Inclusion, and Accessibility. We worked with subject matter experts on the creation of this people-focused DEIA Strategy.
This is a long-term Strategy that acts as our foundation towards becoming a more equitable and inclusive organization and inspiring change across the tourism industry.
To submit feedback regarding our DEIA Strategy,
please contact us at [email protected]
Building a Better World, Together
British Columbia’s beauty, strength, and identity are deeply rooted in Indigenous history, culture, and traditions, and the diversity of people living here today. People differ in race, ethnicity, culture, gender, identity, ability—among others—and this is what makes us individually and collectively unique.
Destination BC understands that we have a responsibility to ensure everything we do is equitable and inclusive, and we recognize that we can champion diversity, amplify the voices of all people living in BC, and more authentically connect people, places, and experiences.
Tourism is one of the most diverse industries in the world, and changing systemic inequalities will take all of us working together—our employees, suppliers, partners, tourism communities, and the tourism industry as a whole. We have a great opportunity to better authentically represent communities in BC, understand how others encounter the world, and ensure tourism experiences are safe, accessible, and inclusive for everyone, and we will all be better for it.
Our Areas of Focus
We want to shape meaningful change within our organization and across the tourism industry through our work. Our areas of focus include three core themes. Each theme is supported by clear goals and actions that touch every part of our organization and will require all employees to develop and apply diversity, equity, inclusion, and accessibility knowledge, skills, and behaviours to their work. Progress will be measured throughout the year to hold our organization accountable for the change we seek to achieve.
A Culture of Belonging
A healthy organization has a strong culture of belonging at the centre, and that culture begins with each of us. We must demonstrate a commitment to team members and our organization that we turn toward each other and not away. By listening to different perspectives, we become open to new ideas and demonstrate we are willing to create a safe place for everyone where each team member is valued.
Barrier Free and Inclusive Policies, Processes, and Programs
Destination BC’s policies, processes and programs impact equity deserving groups both inside and outside of the organization. From human resources and corporate policies to funding programs, visitor information services, research and others, it is important that all areas of the organization are continuously examined to identify barriers and remove them.
An Inclusive and Accessible Tourism Industry
An inclusive and accessible tourism industry means eliminating and preventing barriers to ensure greater opportunities for equity deserving groups. This work spans well beyond our built environment and includes employment and marketing efforts, and it begins by creating awareness.
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An Inclusive Workplace
Destination BC openly embraces diversity, equity, inclusion, and accessibility, and we are proud to share that our organization is Rainbow Registered® – an accreditation given to 2SLGBTQI+ friendly spaces. Becoming Rainbow Registered signifies an ongoing commitment and effort to provide a warm and accepting experience for 2SLGBTQI+ employees and consumers through progressive policies and practices.
We’re Listening, Learning, and Taking Action
Learn more about the concrete actions we’ve taken to create a more just and equitable workforce and improve our policies, processes, and programs.
Accessibility
Marketing and Partnerships
Growth and
Well-being
Well-being
RECRUITMENT & HIRING
Accessibility
Marketing and Partnerships
Growth and
Well-being
RECRUITMENT & HIRING
- We established an Accessibility and Inclusion Committee (AIC), in compliance with the Accessible British Columbia Act and to support our work towards a more accessible and inclusive tourism industry.
- We continued to deliver on our three-year Accessible Tourism Strategic Framework & Action Plan, and forged relationships with a number of disability subject matter experts to help inform our work towards supporting a more accessible tourism industry. Experts include Spinal Cord Injury BC, Rick Hansen Foundation, Community Living BC, Inclusion BC, CNIB, Autism BC and others.
- We continued our outreach to tourism businesses and encouraged them to add mobility, vision, hearing, cognitive, sensory or general accessibility information in their HelloBC.com listings. Over 900 tourism businesses have listed accessibility attributes.
- We created an Accessible Tourism section on our Learning Centre with a number of resources to help tourism businesses towards being accessible and inclusive for all employees and travellers.
- We developed an employee accessibility action plan.
- Through this plan we have reviewed our accommodations policy and procedure and now have a roadmap to improve the employee experience.
- We’ve created inclusive and accessible meetings, presentations, and events guides for our employees.
- We’ve developed a shared action plan for marketing with Indigenous Tourism BC.
- Our brand strategy, including content, advertising, and how we procure content creators, underwent an extensive inclusive marketing audit to help us understand how we can better reflect the diversity of British Columbia’s people and a big part of our journey to becoming an inclusive brand.
- Destination BC delivers marketing campaigns that strive to represent the diversity of people living in British Columbia and is committed to ongoing improvement. Since 2022, Destination BC has audited and improved our internal processes around the production of visual and written marketing materials to be more inclusive; these improved processes have influenced current marketing materials.
- Our RFQ process has been updated and a new online portal has been created through our corporate website to increase accessibility and the diversity of qualified suppliers on the content creator RFQ list.
- We began to use Social Impact Procurement Guidelines on our Requests for Qualifications (RFQs).
- We’ve built an inclusive and intentional content calendar and content planning approach for Destination BC’s digital channels.
- We’ve developed guidelines to improve the inclusivity of Destination BC’s marketing communications through an inclusive language guide, content accessibility guide, and inclusive visuals best practices.
- We’re piloting a more inclusive approach to visual production and the way we store and select photography and video for marketing content and advertising.
- Destination BC is continuously building our network of social media content creators located across BC to create short-form, authentic content about their local communities. A goal of this program is to work with creators of underrepresented communities in BC and share a unique perspective/identity outside of the dominant lens in the travel content that is shared on Destination BC’s social media channels.
- We signed on as an employer partner with the Canadian Centre for Diversity and Inclusion, providing employees with unlimited access to webinars, a knowledge repository, and various other resources to support their DEIA learning journey.
- Destination BC underwent a DEIA culture audit for the purpose of better understanding the representation of diversity in our workforce and the employee experience. Specific analysis was done to understand the different experiences of equity-deserving groups, and the work we can do on our processes, our policies, and our structure.
- We expanded our internal DEIA Steering Committee to be more inclusive of a diversity of backgrounds, voices, and lenses.
- Employees have undergone intercultural competence training and assessments.
- We have a multi-year learning plan to support employees in developing intercultural competence.
- DEIA learning webinars for employees were provided on the following topics: Importance of Intersectionality in Diversity and Inclusion, Safe Spaces for Dialogue, Activating Allies, Combatting Tokenism, Accessibility, Inclusive Marketing, Building Belonging, Microaggressions, Safe and Brave Spaces, Disability 101, Neurodiversity in the Workplace, How to Work Effectively with Indigenous Peoples, and Meaningful Engagement.
- We established a corporate process to understand what makes each employee feel valued and how they wish to be recognized.
- We made updates to our hiring processes, such as using a gender decoder tool on all of our job postings to help identify and eliminate gender biased language for the purpose of attracting diverse talent.
- We also introduced the availability of Indigenous Applicant Advisory Services to all job applicants who self-identify as Indigenous and are seeking work or already employed in the BC Public Service.
- We’ve made a commitment to ensuring accommodations are in place to support job applicants who self-identify as having a disability in our hiring process and in our workplace.
- We are applying inclusive language to all job postings, understanding that language will continue to evolve.
- We have incorporated best practices of DEIA into exit interview templates.
- Intercultural understanding and respect for diversity in the workplace is reflected in our corporate commitment and Standards of Conduct. These standards define how our organization strives to create an inclusive, safe, and healthy work environment, where employees and partners are treated with dignity and respect.
- Destination BC support professional development planning through performance, empowerment, action, and knowledge plans. Additionally, we encourage employees to join Communities of Practice offered through the BC Public Service Agency (BCPSA) for leadership and mentorship opportunities.
What We’re Doing Next
Dismantling discrimination within processes, systems, and language, and unlearning attitudes or behaviours needs to be thoughtful and intentional. We understand that this process of change will take time, and we are committed to implementing our learnings around diversity, equity, inclusion, and accessibility (DEIA) into everything we do, and sharing these learnings with our industry partners.
Through to 2025, we are focused on implementing the actions outlined within our three-year DEIA strategy. This strategy sets our vision to be a more inclusive organization, with clear accountability for change. Destination BC will be deeply exploring possibilities, with more expressions of bridging and empathy.
Diversity, Equity, Inclusion, and Accessibility in Tourism
View AllDestination BC Launches New Inclusive HelloBC AI Concierge (Beta)
The Concierge offers a 24/7 resource for general tourism inquiries, providing customized assistance with trip planning and destination insights. It also provides accessibility information and recommendations for inclusive travel experiences.
Learn more
The Business of Belonging: Crafting an Inclusive Workplace at Persephone Brewing Company
Located in Gibsons, Persephone Brewing is more than just a place for great craft beer; it’s a farm, a gathering place, and a hub for innovation and community.
Learn more
Accessible Chairs, Mats at Sudbury Beach in Penticton
Visitors drawn to Penticton after learning about the accessible chairs and mats installed at Sudbury Beach.
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Angling for Change: How Reel North Adventures is Improving Accessibility in Fishing Tourism
In 2021, Reel North Adventures, had a perspective-shifting conversation that helped him realize the services offered by his business were not inclusive, particularly for people with mobility issues. This led him down a path to research, redesign, and build a boat that would be fully accessible.
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Tale of Tails: Acknowledging Our Deep Connection to the People and Communities We Serve On Our New Saab 340B Aircraft
Pacific Coastal Airlines introduces new tail art on its aircrafts that represent the four crests of the Heiltsuk Nation.
Learn more
Campbell River Whale Watching Becomes First Rainbow Registered Whale-watching Company in Canada
Campbell River Whale Watching & Adventure Tours has made history as the first whale watching company in Canada to receive the Rainbow Registered accreditation from Canada’s 2SLGBTQIA+ Chamber of Commerce.
Learn more
B.C. Ferries Implements All-gender Washrooms and Offers Free Hygiene Products
40 per cent of B.C. Ferries 700 washrooms will become all-gender and have free menstrual products.
Learn more
Report Identifies Gaps in Gender Equity in the Tourism Industry of Vancouver Island
Earlier this year, WORTH Association (Women of Recreation, Tourism and Hospitality) conducted a study on gender equity with support from 4TVI, surveying close to 400 women in the tourism industry.
Learn more
Destination BC Adds Accessibility Information to HelloBC Listings
Visitors to HelloBC.com are able to search for accessible accommodations, attractions, activities, and experiences. Over 500 businesses have added mobility, vision, hearing, cognitive, sensory or general accessibility information in their HelloBC.com listings.
Learn more
Accessible Travel Guides Launched for the Vancouver Island Region
The Vancouver Island Region now has a series of Accessible Travel Guides to serve travellers of all abilities. The new Accessible Travel Guides highlight accessible tourism products within 17 participating Vancouver Island communities, providing recommendations and sharing trip considerations.
Learn more
Northern BC Tourism Association Helps Advance Accessibility and Welcome Visitors Back to Barrier-free Attractions
The Northern BC Tourism Association worked with local tourism businesses and not-for-profits to build accessible infrastructure, operations and tourism experiences.
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Accessible Infrastructure Added to Northeast BC
Northern BC Tourism Association has funded the installation of Universally Accessible Infrastructure at eight high use visitor sites in the region.
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Rainbow Registered LGBT+ Friendly Accreditation Program
Canada’s LGBT+ Chamber of Commerce, with Tourism HR Canada, have collaborated to launch the Rainbow Registered LGBT+ Friendly Accreditation Program.
Learn more
Previous Corporate News
Posted: November 4, 2024
Destination BC Launches Beta Test of New HelloBC AI Concierge to Support Digital Visitor Servicing
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Posted: January 19, 2024
Destination BC Becomes Rainbow Registered
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Posted: November 29, 2023
Destination BC and Indigenous Tourism BC Provide Funding for Community-Based Indigenous Learning & Projects to BC’s Visitor Centres
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Posted: June 28, 2023
Destination BC Forms Accessibility & Inclusion Committee
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Posted: March 20, 2023
Destination BC: Applications Now Open for Accessibility and Inclusion Committee
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Posted: March 16, 2023
Building a Better World, Together: Destination BC Launches Diversity, Equity, Inclusion, and Accessibility Strategy
Read Article
Posted: July 17, 2020
Destination BC’s Commitment to Diversity, Equity, Inclusion, and Accessibility
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Posted: January 28, 2021
Destination BC’s Roadmap for Diversity, Equity, Inclusion, and Accessibility
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Get in Touch
To find out more about Destination BC’s Diversity, Equity, Inclusion, and Accessibility efforts,
or to submit feedback regarding our DEIA Strategy, contact us at [email protected]
