Destination BC and Fraser Valley Partners Launch Innovative Pilot Project

Tourism partners from the Fraser Valley, in collaboration with Destination BC, are advancing a region-wide initiative to strengthen the visitor economy through the development of a comprehensive Tourism Experience Gap Analysis, Audit, and Strategic Roadmap.

The Request for Proposals (RFP), now open, invites qualified consultants to lead this important project, which will assess the current tourism landscape across the Fraser Valley and identify opportunities to enhance, diversify, and elevate visitor experiences throughout the region.

This initiative brings together the regional partners of Tourism Abbotsford, Tourism Chilliwack, Tourism Harrison River Valley, and Hope, Cascades & Canyons, along with Destination BC (BC’s tourism marketing and development organization) to advance a valley-wide initiative to strengthen the visitor economy through the development of a comprehensive Tourism Experience Gap Analysis, Audit and Strategic Roadmap.

This collaborative approach demonstrates a strong commitment to aligning regional priorities with provincial tourism strategies, positioning the Fraser Valley as a compelling and competitive destination, in alignment with Destination BC’s Iconics “Rainforest to Rockies’” brand initiative, this project will enhance information sharing and ensure stronger alignment with the evolving provincial tourism framework.

“This partnership reflects the power of regional collaboration and long-term planning. The Fraser Valley plays an important role in British Columbia’s visitor economy as both a destination and a gateway to the rest of the province. This initiative will provide valuable insights to help guide future destination development, identify investment opportunities, and ensure the region continues to offer authentic, high-quality experiences for both residents and visitors” said Alison McKay, Vice President, Destination Management, Destination BC.

“This project represents a significant step forward in how we collectively plan for the future of tourism in the Fraser Valley,” said Clare Seeley, Executive Director of Tourism Abbotsford. “By taking a coordinated and evidence-based approach, we can better support our individual communities, enhance the visitor experience, and unlock new opportunities for growth across the region.”

The project will place a strong emphasis on accessibility, community alignment, and the development of authentic, high-quality experiences that reflect the unique character of the Fraser Valley; including the local First Nations communities.

Proposals are being accepted until July 24, 2026, with project work anticipated to begin shortly thereafter.

For more information on the RFP and submission details, please contact Clare Seeley: [email protected].

About the Fraser Valley Tourism Partners: The Fraser Valley tourism partners represent a collaborative network of destination management organizations across the region, working together to market the region under Destination Fraser Valley.

Website: thefraservalley.ca

Social Media: @thefraservalley

Media Contacts: Clare Seeley

Tourism Abbotsford Email: [email protected]

Phone: 778-809-7355