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.