Our Markets

By balancing the long- and short-term potential with the other market factors, we identified our top ten markets. The investment strategy for each of the top ten markets varies based on the ability to maximize revenues for all of BC.

All our marketing activities – Consumer Marketing, Travel Trade, Travel Media, Co-op Marketing- are all designed to drive growth from these markets.

  • Invest for Growth in BC, Alberta, US (Washington, California) and China
    • We will invest in these high-potential markets to inspire new and repeat travel to BC and increase our market share.
  • Maintain our Strength in Ontario, UK, Germany, Australia and Japan
    • We will maintain our investment in these traditional markets to ensure BC continues to be a travel destination of choice.
  • Respond & Monitor South Korea, Mexico and India
    • We will support the CTC in these markets and watch for changes that indicate new market strategies and investments are warranted.

For more information on our Top Ten Markets, see our corporate and marketing plan. 

Effective spring 2015, in the UK and Japan, Destination BC will move to a contracted model as we have in other top 10 markets such as Australia, Germany and China. In these contracted offices we employ local experts who provide contracted services for trade, social media, media relations and brand implementation. This is necessary as we move to a more global approach and will increase effectiveness for the organization and results for the tourism industry. These operational changes fall in line with our corporate priorities and strategic direction, and our commitment to the UK and Japan remains a corporate priority.