The Foundations of Inclusive Marketing

This resource offers practical guidance for reviewing and strengthening campaigns, visuals, web content, itineraries, and destination stories — with a focus on who is represented, how stories are told, and who feels invited and considered, for tourism marketers, businesses, and operators across British Columbia to help you apply more inclusive approaches to marketing and storytelling.

The resource explores common patterns in tourism marketing, outlines high level inclusive principles, and provides reflection questions with real world examples to help teams make more intentional choices.
Rather than prescribing rigid rules, this guide encourages reflection, context sensitive decision making, and learning over time. It is designed to be used flexibly — whether you are creating new content, reviewing existing materials, or navigating complex or sensitive storytelling contexts.

Best for: Tourism marketers, DMOs/CDMOs, content creators, and partners looking to strengthen authenticity, representation, and inclusion in their marketing work.