Central Okanagan  

Making BC a destination

(The Okanagan is featured in the new video produced by Destination BC)

Today Destination BC (formerly Tourism BC) released its new corporate strategy and tourism marketing plan for the Province. This includes a revitalized destination brand that will be used to market British Columbia to prospective visitors from around the world.

Tourism is BC’s third largest employer with just over 132,000 people employed in tourism-related businesses in 2013 alone. The tourism industry also contributed $7.3 billion in GDP in 2013, a 2.1% increase over 2012 and so far this year has been a banner year as well.

Nancy Cameron, CEO, Tourism Kelowna says, "A highly compelling destination like British Columbia demands insightful leadership. Consider the myriad of goals and markets that drive the visitor economy for each tourism operator, community and region that together make up the sum total of tourism in this province. Each piece of this fascinating puzzle has its own set of objectives, so an overarching marketing strategy must resonate and align with each stakeholder in order to keep this puzzle coming together in a cohesive direction.”

Destination BC’s three-year corporate strategy and marketing plan are designed to strengthen the key drivers behind tourism revenue—marketing and the travel experience—in new ways. The Corporation is also refocusing its operations and spending on its primary role, marketing BC.

The Corporation’s five core marketing objectives over the next three years include:  

  • Achieving annual increases in visitor revenues and volumes from its top ten markets.
  • Strengthening British Columbia’s destination brand health and resonance.
  • Increasing brand engagement and traveller advocacy.
  • Amplifying and strengthening British Columbia’s world reputation as a tourism destination.
  • Achieving market leader status for travel trade relationships.

In addition to launching its new corporate strategy, Destination BC also unveiled the revitalized Super, Natural British Columbia® brand, which focuses on nature at its core and showcases the power of British Columbia’s wilderness.

“Since Destination BC’s inception, we’ve been listening to industry’s many voices, gathering perspectives on the best approach to building value for the businesses and people in our visitor economy and seeking direction on the most important role for us in that work. Industry wants bold leadership and a clear plan. They need inspired marketing to draw the world to their doorstep. And, like every business, they want to get maximum value from every dollar in BC’s tourism system. Our new corporate plan lays out the strategy Destination BC will follow for the next three years to help British Columbia reach its full potential as a tourism destination," says Marsha Walden, CEO, Destination BC.



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