Introducing The Infinite Coast Destination Development Strategy
Destination BC is pleased to announce the release of The Infinite Coast Destination Development Strategy, a collaborative roadmap designed to guide the future of one of British Columbia’s most extraordinary travel experiences. The strategy supports the long-term development of the coastal corridor spanning Vancouver Island, the Sunshine Coast, the Great Bear Rainforest, and the North Coast—an iconic journey where ocean, rainforest, and mountains converge and where cultures have been shaped by land and sea for generations. The positioning of The Infinite Coast as a journey along BC’s Pacific edge aligns with Destination BC’s broader vision for iconic destination development across the province.
Supporting BC’s Tourism Vision
The Infinite Coast Destination Development Strategy is part of Destination BC’s Invest in Iconics approach, which focuses on growing tourism responsibly across more communities and throughout more seasons of the year. The strategy outlines opportunities to strengthen experiences, enhance storytelling, and support destination development in ways that reflect local values and aspirations.
By working together, partners can help bring The Infinite Coast brand to life while attracting responsible travellers who travel further, stay longer, and seek meaningful connections with the people and places they visit. The strategy supports Destination BC’s vision of creating geographic and seasonal growth while strengthening visitor experiences and community benefits.
Built Through Broad Collaboration
The strategy was developed through an extensive engagement process led by Ana Alfieri, Senior Program Advisor, Destination Development at Destination BC, in partnership with Indigenous Tourism BC (ITBC), 4TVI, Cariboo Chilcotin Coast Tourism Association (CCCTA), Northern BC Tourism Association (NBCTA), Vancouver, Coast & Mountains Tourism Region (VCM), Destination Greater Victoria (DGV), and the Ministry of Tourism, Arts, Culture and Sport (TACS).
Over a 15-month period, workshops, surveys, roundtables, virtual sessions, and one-on-one conversations brought together Indigenous Nations, tourism businesses, community leaders, destination organizations, and government partners to share insights on visitor experiences, storytelling opportunities, and priorities for the future.
Engagement activities took place across the region, including workshops in Nanaimo, the Cowichan Valley, Campbell River, Tofino, Victoria, Sechelt, Lund, Bella Bella, Bella Coola, and Prince Rupert. Additional virtual workshops and validation sessions ensured diverse perspectives informed the final strategy.
A dedicated Indigenous engagement process, Listening to Learn: The Infinite Coast, was led by Indigenous Tourism BC. Through Indigenous-led roundtables, reports, and community engagement, Indigenous perspectives, knowledge, and aspirations helped shape the strategy and identify opportunities for Indigenous tourism development and storytelling.
Key Areas of Opportunity
The strategy identifies several opportunities to strengthen The Infinite Coast visitor experience while supporting communities and stewardship objectives. These include:
- Strengthening multi-day coastal journeys and visitor routes
- Growing Indigenous-led tourism experiences
- Expanding nature-based and outdoor experiences
- Extending the tourism season beyond peak summer months
- Encouraging visitation beyond major gateways and hubs
- Embedding stewardship and sustainability throughout the visitor journey
Together, these opportunities support the vision of The Infinite Coast becoming a world-renowned coastal journey that celebrates its natural beauty, rich cultures, and diverse communities.
From Engagement to Strategy
Development of the strategy began in spring 2025 with project planning, stakeholder engagement, and survey development. Throughout 2025, regional workshops and Indigenous engagement activities helped identify strengths, opportunities, and priorities across the coastal corridor.
By early 2026, engagement findings were consolidated into a draft strategy, which underwent partner review, validation, and refinement. The inclusion of ITBC’s Listening to Learn report provided additional insights that informed the final document. Following executive review and corporate communications support, the strategy was finalized in mid-2026.
The project was supported by a broad team of regional tourism leaders, Indigenous tourism specialists, destination development professionals, and consultants from Vardo Creative, Louise Browne Associates, and Sa̱nala Planning Inc.
Bringing The Infinite Coast to Life
The release of The Infinite Coast Destination Development Strategy marks the beginning of the next phase of collaboration. The strategy provides a shared framework for industry, communities, Indigenous Nations, and tourism organizations to work together toward a common vision for the coast.
As implementation begins, partners across the region will have opportunities to align experiences, storytelling, and destination development efforts to help create a more connected, sustainable, and compelling visitor journey along British Columbia’s Pacific coast.
