Destination BC Releases 2026–2028 Corporate Strategy to Grow Tourism Across British Columbia
Destination BC’s 2026–2028 Corporate Strategy, Focused Growth, Lasting Impact, sets a clear direction for tourism growth in British Columbia — with a focus on with a focus on growing tourism in all parts of BC year-round and increasing the benefits tourism delivers to people living in the province.
Strategy Highlights: At a Glance
- New three-year strategy focused on measurable tourism growth across British Columbia
- Two primary goals:
- Grow tourism in all parts of BC during peak and off-peak seasons
- Increase the benefits received by people living in BC from tourism
- Long-term ambition: Help BC reach $48 billion in tourism revenues by 2036
- Three pathways to growth:
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- Strengthening the Super, Natural British Columbia® brand
- Enabling development of Iconic, brand-aligned experiences
- Uniting BC’s tourism sector for shared success
- Industry focus: Stronger global demand generation, improved access to data and insights, deeper collaboration, and support for year-round business viability
At its core, the strategy is guided by a bold aspiration:
To become the most compelling destination in the world, bringing people, culture, and nature closer together.
This aspiration shapes how Destination BC approaches marketing, destination development, data and insights, and collaboration across the province.
What Is the Destination BC 2026–2028 Corporate Strategy?
The Destination BC Corporate Strategy is a three-year plan focused on delivering measurable tourism growth in British Columbia while ensuring tourism benefits communities across the province.
Between 2026 and 2028, Destination BC will concentrate on two strategic goals:
- Grow tourism in all parts of British Columbia during peak and off-peak seasons.
- Increase the benefits received by people living in BC from tourism.
This includes addressing long-standing seasonal and geographic concentration patterns, supporting shoulder-season travel, and encouraging visitation to more communities across BC.
The long-term ambition remains to help BC reach $48 billion in tourism revenues by 2036 — but this strategy focuses on the practical actions needed over the next three years to move toward that goal.
Complementing Provincial Tourism Priorities
Destination BC’s 2026–2028 Corporate Strategy complements the Government of British Columbia’s tourism priorities under the new Look West – Tourism Sector Action Plan.
While Look West establishes tourism as a priority growth sector for the province and sets the broader ambition to double tourism revenues, Destination BC’s Corporate Strategy defines how we will contribute to achieving that ambition.
Through global brand leadership, demand generation, Iconic-aligned experience development, data intelligence, collaboration, and responsible storytelling, Destination BC is helping translate provincial goals into coordinated action across the tourism sector.
Together, these aligned strategies strengthen British Columbia’s competitiveness in global markets and support sustainable, inclusive growth across the province.
How Destination BC Will Grow Tourism in British Columbia
The 2026–2028 strategy is organized around three pathways to growth.
- Strengthening the Super, Natural British Columbia Brand
British Columbia operates in a highly competitive global tourism environment. Destination BC will continue to strengthen the Super, Natural British Columbia® brand family — including the six Iconic brands, Vancouver & Area, and Destination Ski — to increase global awareness and attract responsible, high-yield travellers.
Key actions include:
- Expanding international brand awareness
- Inspiring travel in shoulder and off-peak seasons
- Elevating Indigenous and diverse cultural storytelling
- Leveraging AI-informed marketing approaches
- Encouraging visitation to more places across BC
The goal is to attract travellers who stay longer, spend more locally, and contribute positively to communities.
- Developing Iconic, Brand-Aligned Tourism Experiences
Marketing alone does not drive long-term tourism growth — the visitor experience must match the promise of the brand.
Destination BC will work closely with Indigenous Tourism BC (ITBC), Regional Destination Management Organizations (RDMOs), Community DMOs (CDMOs), local governments, and tourism operators.
Together, partners will identify experience gaps, grow export-ready products, and align marketing with on-the-ground development.
This approach supports investment readiness, experience quality, and sustainable tourism development in communities across British Columbia.
- Uniting BC’s Tourism Sector for Shared Success
Collaboration is one of BC’s strongest competitive advantages.
The 2026–2028 strategy emphasizes:
- Greater alignment across marketing and development efforts
- Expanded use of shared digital tools such as the Tourism Data Hub
- Stronger data-sharing and applied analytics
- Improved efficiency through shared systems and platforms
- Increased awareness of tourism’s economic and social value
By uniting BC’s tourism industry around common priorities, Destination BC aims to improve results for businesses, sectors, and communities across the province.
What This Means for BC Tourism Industry Partners
The Destination BC Corporate Strategy is designed to create clear value for tourism operators, small businesses, and community partners across British Columbia.
Industry partners can expect:
- More targeted global demand generation focused on responsible, high-yield travellers
- Stronger alignment between marketing and experience development
- Improved access to tourism data and insights
- Expanded collaboration opportunities across Iconic regions
- Support for year-round business viability
Most importantly, the strategy is grounded in ensuring that people living in British Columbia benefit economically, socially, culturally, and environmentally from tourism.
Why Tourism Growth Matters for British Columbia
Tourism is one of British Columbia’s most dynamic industries and a major contributor to the provincial economy.
In 2024 in BC:
- Tourism generated $23 billion in revenue
- Tourism GDP reached nearly $8.0 billion in real terms
- More than 113,000 direct jobs were supported
- Nearly 163,000 full-time jobs were supported when including indirect and induced employment
- Direct wages reached $5.0 billion
Beyond economic impact, tourism supports small businesses, sustains rural and Indigenous communities, strengthens cultural exchange, and enhances quality of life across British Columbia.
Focused Growth. Lasting Impact.
The 2026–2028 Destination BC Corporate Strategy represents a disciplined, focused approach to tourism growth in British Columbia.
By strengthening the Super, Natural British Columbia brand, enabling high-quality experience development, and uniting the tourism sector around shared priorities, Destination BC is working to ensure tourism growth benefits businesses, communities, and families across BC.
Because when tourism succeeds — thoughtfully, sustainably, and collaboratively — British Columbia thrives.
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