Destination BC Releases New Destination Development Strategy for Nature’s Heartland

Destination BC has released the Nature’s Heartland Destination Development Strategy, a collaborative roadmap that will help guide the future of tourism development in BC’s Central Interior. 

Spanning the Cariboo and Chilcotin, North Thompson and Nicola Valleys, and the Fraser Canyon, Nature’s Heartland is a rugged, soul-stirring landscape where layers of nature and living history meet hands-on adventure. 

Supporting BC’s Tourism Vision for Nature’s Heartland  

Developed as part of Destination BC’s Invest in Iconics approach, the strategy supports BC’s long-term goal of growing tourism in more places and in all seasons. It outlines opportunities to strengthen visitor experiences, build destination awareness, and create meaningful connections between travellers and the communities they visit.  

The strategy is grounded in a vision for Nature’s Heartland to become internationally recognized for the natural landscapes, outdoor adventure, and meaningful cultural experiences in the area, while supporting resilient communities and responsible tourism growth.  

Developed Through Collaboration 

As part of the development of the Nature’s Heartland Destination Development Strategy, Destination BC collaborated with Indigenous Tourism BC, the Cariboo Chilcotin Coast Tourism Association, the Thompson Okanagan Tourism Association, the Vancouver, Coast & Mountains Tourism Region, and the Ministry of Tourism, Arts, Culture and Sport, to host a series of co-facilitated workshops involving a range of participants from across the tourism sector. This included First Nations communities and Indigenous representatives throughout Nature’s Heartland, as well as participants from a wide range of communities, organizations, businesses, local chambers of commerce, community DMOs, non-profit groups focused on culture and outdoor recreation, and local governments. 

Key Opportunities for Tourism Development  

The strategy highlights opportunities to: 

• Strengthen international visitation to the area 

• Grow Indigenous-led and nature-based experiences 

• Extend the tourism season 

• Disperse visitation beyond key hubs 

• Deepen connections to place through storytelling and culture
   

Explore the Strategy

The Nature’s Heartland Destination Development Strategy is intended for tourism operators, First Nations and Indigenous organizations, local governments, destination management organizations, community leaders, and others involved in shaping the visitor experience. 

Together, these partners play an important role in realizing the vision for Nature’s Heartland and supporting sustainable tourism growth that benefits communities across the region for years to come.  

Learn more about the Nature’s Heartland brand and read the full Nature’s Heartland Destination Development Strategy to learn more about the vision, opportunities, and actions that will help shape the future of tourism in the region.