Destination BC Showcases Squamish Tourism Experiences to Travel Trade Partners

Destination BC is working with regional and community partners to strengthen tourism experiences across British Columbia. On March 19, Destination BC, in collaboration with Vancouver, Coast & Mountains and Tourism Squamish, hosted a product development familiarization tour (FAM) in Squamish. 

The FAM brought together 10 Receptive Tour Operators (RTOs) from core and emerging markets to explore how Squamish tourism experiences can be positioned within itineraries along the Rainforest to Rockies route. 

RTOs play a key role in BC’s tourism ecosystem, packaging and selling in-destination experiences to international markets. Engaging these partners helps ensure BC tourism products are market-ready and effectively integrated into global travel distribution channels. 

Supporting Industry Through Travel Trade Engagement 

Familiarization tours are a key part of Destination BC’s approach to supporting the tourism industry. 

By connecting Receptive Tour Operators directly with tourism businesses, FAMs help ensure BC experiences are well understood, bookable, and aligned with evolving visitor expectations. They also create opportunities for partners to identify new itinerary inclusions that encourage longer stays and increased spending across regions. 

In Squamish, participants explored a range of experiences designed to meet demand from both independent travellers and group tours. 

Squamish Experiences Meet Demand for Flexible, Group-Friendly Travel 

At Britannia Village, located on the historic Britannia Mine site, participants experienced a growing tourism hub that combines dining, retail, and cultural offerings in one location. 

The site is well suited for both free independent travellers (FIT) and coach groups. Reliable bus parking addresses a key infrastructure gap along the Sea to Sky corridor, while a mix of local businesses creates flexible itinerary options. 

Receptive Tour Operators identified several strong product opportunities, including Autostrada Restaurant as a premium dining experience and Kawartha Dairy as a group-friendly stop that can be easily added to existing itineraries. 

New Tourism Product: Squamish Canyon 

The newly opened Squamish Canyon was a highlight of the tour. 

This 1.5 km forest trail offers an outdoor experience that combines dramatic natural features with visitor comfort. Waterfalls, rivers, and cliffs are paired with interpretive signage that shares local history, geology, and ecology. 

On-site amenities, including elevated lounge platforms, food and beverage service, and modern washroom facilities, support a wide range of visitors and extend dwell time. 

Experiences like Squamish Canyon reflect a growing demand for immersive, nature-based tourism. They also support Destination BC’s focus on increasing year-round visitation and dispersing visitors across the province. 

Advancing Sustainable and Educational Tourism 

The FAM also included a visit to Cheakamus Centre, an outdoor education facility offering programs in ecology and Indigenous cultural learning. 

Participants explored hands-on experiences such as salmon hatchery programs, nature-based learning, and immersive cultural activities. These offerings reflect increasing demand for meaningful, place-based travel experiences and support ongoing collaboration with Indigenous tourism partners across BC. 

Tourism Development That Benefits Communities 

Additional stops included a site inspection at the Sandman Hotel and a visit to House of Lagar, located within Sp’akw’us Feather Park. 

The park is an example of how tourism development can support both visitors and local communities. Once an industrial site, it has been transformed into a welcoming public space with views of Átl’ḵa7tsem/Howe Sound, Kwek’uet’xmw (Shannon Falls), and Siyám Smánit (Stawamus Chief). 

Design elements throughout the park reflect local stories and perspectives, including Indigenous plantings and features designed with input from Sḵwx̱wú7mesh youth. 

House of Lagar adds flexible event space for group travel, corporate events, and celebrations, further strengthening Squamish’s appeal as a multi-day destination. 

Strengthening BC’s Tourism Ecosystem 

Feedback from participating Receptive Tour Operators was very positive, with partners noting the value of experiencing products first-hand to inform itinerary development and respond to changing market demand. 

This work reflects Destination BC’s role in bringing partners together, sharing insights, and supporting the development of globally competitive tourism experiences. Through collaboration with industry, communities, and Indigenous partners, Destination BC is helping build a stronger, more resilient tourism sector across British Columbia. 

Tourism is a key economic driver in BC, generating $23 billion in annual revenue and supporting more than 113,000 jobs across the province. Strengthening product-market alignment through initiatives like FAMs helps ensure these benefits continue to grow in communities throughout BC.