Building a Better World, Together: Destination BC Launches Diversity, Equity, Inclusion, and Accessibility Strategy

British Columbia is one of the most beautiful places in the world to live, work, and visit. As the provincially funded, industry-led Crown corporation responsible for sharing the stories of the people, places, and experiences in BC and enabling the development of the BC tourism industry, we have a responsibility to ensure everything we do is equitable and inclusive.

The province’s beauty, strength, and identity are deeply rooted in Indigenous history, culture, and traditions and the diversity of people living here today. People differ in race, ethnicity, culture, gender, identity, ability—among others—and this is what makes us individually and collectively unique. Destination BC recognizes that we can champion this diversity, amplify the voices of all people living in BC, and more authentically connect people, places, and experiences.

Over two years, we worked with subject matter experts to delve deep into our organization and have bravely intimate conversations. This Diversity, Equity, Inclusion, and Accessibility (DEIA) Strategy is the result of that challenging, yet humbling process. This people-first strategy was informed by a thorough internal DEIA Culture Audit that helped us better understand the representation of our workforce, the experiences of our employees, and some of the interlocking forces that contribute to barriers in our processes and policies. We also underwent a collaborative Inclusive Marketing Audit, which revealed that there is much more we can do to authentically represent the diversity of people in BC.

This strategy acknowledges entrenched systemic inequality and sets our direction for long-term work. Equity deserving groups (women, Indigenous peoples, persons of colour, persons with disabilities, and/or LGBTQIA2S+ peoples) and DEIA principles are at the heart of this strategy and will need to remain at the centre of our work as an organization to fulfill the commitments identified. We will continue to learn and adapt as we become an organization and industry that truly represents all that is beautiful about BC, and its diverse people and places.

Learn more and read Destination BC’s full DEIA Strategy here: https://www.destinationbc.ca/strategic-approach/deia/