The Black Lives Matter movement has inspired important new conversations all over the world about the racial barriers that block social and economic equity.
Here at home in British Columbia, we have been reflecting on how Destination BC plays a role in dismantling these barriers. We are an organization that is entrusted to share all that is beautiful about our province – the places and the people – with the rest of the world.
Recently, a young Black woman shared her experience in trying to do business with our company. She did not see herself represented in our Super, Natural British Columbia® brand. She explained to me how she felt shut out of our organisation and the opportunity to tell the BC story through her eyes.
Telling British Columbia’s stories through a diversity of voices is what we strive to do. We work hard at this today; but we want to get better – and we will. We have a powerful platform to share all that is special about BC’s diverse people and cultures, through many eyes and voices – and we will.
We are starting by listening. We need to hear the stories and experiences. We need to better understand the barriers to sharing those stories.
We are asking our employees to help us, by bringing their distinct perspectives to the conversation. We are engaging diverse British Columbian voices to guide us. Together, we will review the policies and practices that will support us doing our business even better, as a more inclusive organization.
We will take a thoughtful approach to planning proper action, and we are committed to sharing our plans in the coming weeks.
President and CEO
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