Celebrating a Season of Connection: Destination BC’s Destination & Industry Development Team Fall 2025 Engagement Recap

During fall 2025, Destination BC’s Destination & Industry Development team was on the ground and in conversation with tourism partners across British Columbia, leading engagement to inform new destination development strategies for Nature’s Heartland and The Infinite Coast. These are two of six destination brands within the Super, Natural British Columbia® family of brands. The input gathered this fall will support the development of these upcoming strategies, while destination development strategies are already in place for the other four destination brands: The Great Wilderness, Rainforest to Rockies, Valleys & Vineyards, and Birthplace of Adventure.  

Guided by a focus on collaboration and shared learning, the sessions created space to listen, learn, and strengthen relationships, helping ensure destination development continues to support BC communities and the visitor economy.  

Nature’s Heartland 

Engagement sessions to inform the Nature’s Heartland Destination Development Strategy took place in communities throughout the Cariboo Chilcotin Coast area in September and October, followed by one-on-one interviews with tourism operators in October and November. They were led by Destination BC with support from the Cariboo Chilcotin Coast Tourism Association (CCCTA), Thompson Okanagan Tourism Association, and Indigenous Tourism BC (ITBC). Engagement took place in Wells, Quesnel, Williams Lake, Kamloops, Lillooet, Clinton, 100 Mile House, Hope, and through a virtual session. Two sessions were held in Kamloops to reflect different local perspectives, including a Kamloops-focused conversation and a session centred on the Nicola and North Thompson Valley. 

To date, 125 participants have contributed their perspectives and expertise to the Nature’s Heartland strategy. Engagement included tourism operators, community destination management organizations, local governments, First Nations, and sector representatives. Their input is helping identify what is already working well, where improvements could make the greatest difference, and where there may be opportunities for future development that strengthens the destination and supports community goals. Key themes and input shared through the sessions will be incorporated into the completed destination development strategy. 

The Infinite Coast 

Building on engagement done earlier this year on Vancouver Island, Destination BC’s team returned to complete fall engagement along The Infinite Coast, including the Sunshine Coast, the Great Bear Rainforest, and Prince Rupert. In partnership with the Vancouver, Coast & Mountains Tourism Region, 4TVI, CCTA, and ITBC, seven meetings were held this fall, bringing the total to twelve sessions and engaging 200 participants across the iconic route. They took place in Victoria, ch’atlich in Sechelt, Klah ah men in Lund, Bella Coola, Bella Bella, Prince Rupert, with a follow up virtual session in early November. 

Participants learned about Invest in Iconics and the Iconic destination development strategy approach, including the destination brand and the three pillars that guide the work: experiences, touchpoints, and encounters. Conversations shifted into breakout discussions where community partners shared what already exists that aligns with the brand, where improvements could enhance visitor and community outcomes, and where there is potential for new development. These sessions have played an important role in building relationships across the route, supporting stronger connections between Destination BC, regional partners, and tourism businesses. They also created opportunities for participants to meet one another and learn from the work happening in different communities. 

Value to BC’s Tourism Industry 

Overall, this engagement plays an important role in ensuring the destination development strategies for Nature’s Heartland and The Infinite Coast are grounded in local knowledge and reflect the priorities of tourism businesses, communities, and Indigenous partners. By bringing interest holders together early on, Destination BC and its partners can better align future destination development efforts with the Invest in Iconics approach, identify shared opportunities and gaps, and support coordinated action that strengthens visitor experiences while also delivering benefits for the tourism industry.  

Next steps 

The Destination & Industry Development team is now validating what was heard through the fall engagement sessions with the regions and ITBC. ITBC is leading Indigenous engagement with elders and knowledge keepers, and this work will be incorporated into the Iconic destination development strategies. Drafting is underway, and the destination development strategies for The Infinite Coast and Nature’s Heartland are expected to be published in spring 2026. 

If you would like to learn more about the themes that emerged through this fall’s engagement, please contact Destination BC’s Destination & Industry Development team at [email protected].  

Destination BC Staff Connecting with Communities and Tourism Experiences

Seppe Mommaerts, Manager, Destination & Industry Development (Destination BC), in Quesnel.

Seppe Mommaerts, Manager, Destination & Industry Development (Destination BC), presenting in Wells.

Seppe Mommaerts, Manager Destination & Industry Development (Destination BC), in Williams Lake.

Engagement session in Wells.

Ana Alfieri, Acting Manager, Destination & Industry Development (Destination BC), presenting at TinWis Resort in Tofino.

Attendees gather outside at the Villa Eyre during an engagement session in Cowichan.

Nicole Seeley, Regional Indigenous Tourism Specialist, Vancouver Island (ITBC), and Kristin Catto, Senior Program Advisor (Destination BC), in Campbell River.

Ana Alfieri, Acting Manager, Destination & Industry Development (Destination BC), in Campbell River