Shaping Communities: The Value of Destination Development in BC

Across British Columbia, communities are using destination development to support local priorities, strengthen economies, and enhance the places people live, work, and visit. Shaping Communities: The Value of Destination Development in BC is a seven-part video series that includes six community-based stories from across the province, along with an overview video that brings together the key series themes and learnings.

Told through the voices of community leaders, Indigenous partners, tourism professionals, and local champions, the series demonstrates that destination development is grounded in strong partnerships and a shared vision. Destination development involves planning and investing in the places, experiences, and services that strengthen communities. It is community development carried out in a way that considers both residents and visitors, contributing to lasting economic, cultural, social, and environmental benefits across BC. Together, these videos show that collaboration and investment can deliver long-term benefits for communities.

Destination Development in Action

The six community stories highlight destination development in a range of local contexts:

• Bull Mountain Cross Country Ski Area & Lodge (Cariboo Chilcotin Coast): In Williams Lake, local passion and volunteer leadership helped transform a modest trailhead into a year-round recreation hub. Through tourism funding and community commitment, the Bull Mountain Ski Lodge now supports inclusive programming, sustainability initiatives, and opportunities for connection between residents and visitors.

• District Wine Village (Thompson Okanagan): In Oliver, a shared vision brought together small-lot winemakers, a brewery, a distillery, and local dining in Canada’s first purpose-built wine village. This model demonstrates how shared infrastructure can support entrepreneurship, enhance visitor experiences, and contribute to a strong regional economy. It also serves as an anchor attraction, drawing visitors to the area and creating new opportunities for surrounding communities and businesses.

• “Gotta Go” Signage Project (Northern BC): Along the Alaska Highway, upgraded rest stops and interpretive signage are improving safety, comfort, and storytelling for travellers and residents. Developed through partnerships with First Nations and all levels of government, the project shows how tourism infrastructure can support community well-being while strengthening the visitor journey.

• Huu-ay-aht First Nations: Leading Tourism Development (Vancouver Island): On the west coast of Vancouver Island, the Huu-ay-aht First Nations are leading destination development rooted in culture, stewardship, and community priorities. Investments in infrastructure and cultural sites are creating meaningful opportunities for visitors to connect with Huu-ay-aht culture while supporting economic opportunity and reconciliation.

• Mount Abriel Trail Network (Kootenay Rockies): Near Nakusp, community-led planning and collaboration have created an inclusive, year-round trail network. Strategic investment in accessible recreation infrastructure is strengthening the local tourism economy while improving quality of life for residents.

• The Shipyards (Vancouver, Coast and Mountains): In North Vancouver, a former industrial site has been transformed into a public waterfront destination shaped by community vision, cultural programming, and public investment. The Shipyards demonstrates how revitalized public spaces can serve residents while welcoming visitors year-round.

• Shaping Communities: The Value of Destination Development in BC: The seventh video highlights the shared themes that emerge across the six stories.

Collectively, these stories show that communities that are appealing places to live are also compelling places to visit, and that the tourism products and experiences that draw visitors also strengthen local well-being, attract and retain professionals, and support economic development.

Destination development goes beyond growing visitation. Through thoughtful planning and investment, it can enhance everyday amenities, support local jobs and businesses, and help communities achieve long-term goals.

Using the Video Series

These videos can be used in presentations, community conversations, and industry communications to build understanding and support for continued investment in destination development across BC.

Acknowledgements

The series was developed through collaborative efforts between Destination BC, the Ministry of Tourism, Arts, Culture and Sport,  and the six Regional Destination Management Organizations including the Cariboo Chilcotin Coast Tourism Association, Northern BC Tourism Association, Kootenay Rockies Tourism Association, Thompson Okanagan Tourism Association, 4TVI, and the Vancouver, Coast & Mountains tourism region. Support from the RDMOs was instrumental in developing this series through project identification, local coordination, and regional storytelling.