Over the past decade, there have been substantial shifts in tourism that have resulted in the growing importance of the delivery of outstanding travel experiences.
High satisfaction with travel experiences is critical to achieving increased visitor spending, longer stays, repeat visits and positive word-of-mouth referrals. And destination advocacy, either face-to-face or through electronic media, is critical in attracting first time visitors to British Columbia.
To address these shifts, a key goal of Destination BC’s corporate strategy is for British Columbia to become the most highly recommended destination in North America. The Net Promoter Score® (NPS®)1 measures the intention to recommend or refer a travel destination, and is also an indicator of overall satisfaction with the travel or customer experience.
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