New Program Aims to “Spark” Innovative Tourism Ideas in the Kootenay Rockies: Birthplace of Adventure

A new program aimed at sparking and supporting innovative tourism ideas in the Birthplace of Adventure – a new destination brand celebrating the southeast corner of British Columbia – was officially announced today by Destination BC, in partnership with the Tourism Innovation Lab along with the Kootenay Rockies Tourism Association.

Part of the Super, Natural British Columbia® brand family, the Birthplace of Adventure is located within the territories of the Ktunaxa, the Secwépemc, the Sinixt, and the Sylix Okanagan First Nations. The Birthplace of Adventure is a mountainous region in the southeast corner of the province, home to the Canadian Rockies and the Purcell, Selkirk, and Monashee ranges. The area is the heart of Canadian mountain culture, offering diverse outdoor experiences and nature, including over 60 national parks and numerous hot springs.

The Birthplace of Adventure “Spark” Mentorships & Grants Program will match selected applicants with a tourism mentor, provide a $3,000 grant, and offer additional partner support to help take their new tourism ideas to the next level of development.

The goal of the program is to find, advance, and support new tourism ideas that will enhance the experience for Outdoor Explorers – adventurous spirits who seek the thrill of unknown places, physical challenge, and connection with locals – and other visitors to the area.

Applications are encouraged from tourism entrepreneurs, small businesses, and non-profit organizations based within the Birthplace of Adventure from September 16 – October 30, 2025. Following a review process, five finalists will be invited to a virtual pitch session, resulting in a total of three “Spark” Program winners.

The “Spark” Program was first launched in Ontario in 2018 by the Tourism Innovation Lab and has since expanded to several regions across British Columbia.

The Birthplace of Adventure “Spark” Program is presented by Destination BC in collaboration with the Kootenay Rockies Tourism Association and the Tourism Innovation Lab.

For more information about the Birthplace of Adventure “Spark” Mentorships & Grants Program and upcoming Information Sessions, visit www.tourisminnovation.ca/birthplaceofadventure

The application deadline for the Birthplace of Adventure “Spark” Mentorships & Grants Program was October 30, 2025, and the intake period is now closed.

QUOTES

Hon. Anne Kang, BC Minister of Tourism, Arts, Culture and Sport

“Tourism is a vital economic driver in regions throughout B.C., generating significant revenue that fosters strong, prosperous communities for people and their families. The Birthplace of Adventure “Spark” program is a valuable tool for local entrepreneurs, small businesses, and non-profits to create experiences that enrich outdoor and cultural offerings, introduce fresh ways to explore the region, and share meaningful stories that inspire visitors to discover the Kootenay Rockies year-round.”

Richard Porges, President & CEO, Destination BC

“With new destination brands in place and a new way of positioning BC on the global stage, we know it’s more important than ever to have the experiences ready to meet the interests of Outdoor Explorers who are coming to visit. The Birthplace of Adventure “Spark” Program helps support this need by providing mentorship, seed funding, and connections that help turn new tourism ideas into visitor-ready experiences in the southeast corner of the province.”

Kathy Cooper, CEO, Kootenay Rockies Tourism Association

“The Birthplace of Adventure “Spark” program is designed to empower entrepreneurs in the Kootenay Rockies region to develop innovative tourism experiences for market. This initiative offers tourism businesses, community & Indigenous leaders the opportunity to enhance British Columbia’s dynamic visitor landscape by introducing unique, diverse, and sustainable tourism products to the region.”

Alex Berlyand, Program Lead, Tourism Innovation Lab

“We’re thrilled to be partnering with Destination BC once again to launch the Birthplace of Adventure “Spark” Program. This initiative is all about sparking innovative new tourism ideas that enhance outdoor experiences across British Columbia and help bring the Birthplace of Adventure brand to life in creative and meaningful ways.”

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Media Contacts:

Destination BC Media Relations
Email: [email protected]

Kathy Cooper, CEO, Kootenay Rockies Tourism
Phone: 250-427-4838 #201
Email: [email protected]

Alex Berlyand, Program Lead, Tourism Innovation Lab, 416-454-5215
Email: [email protected]

Social Media:

Destination BC
LinkedIn:@DestinationBritishColumbia
YouTube: @destinationbritishcolumbia

Kootenay Rockies Tourism
LinkedIn: @Kootenay-Rockies-Tourism

Tourism Innovation Lab
LinkedIn: @TourismInnovationLab
Facebook: @TourismInnovationCanada
Instagram: @TourismInnovationCanada
X (formerly Twitter): @TourInnovation

ABOUT

About Destination BC
Destination British Columbia (Destination BC) is a provincially funded, industry-led Crown corporation that supports a strong and competitive future for BC’s tourism industry through a combination of global marketing, destination development, industry learning, cooperative community-based programs, and visitor servicing. Destination BC’s programs help to improve the visitor experience, support businesses and communities across the province, and strengthen BC’s worldwide reputation as a destination of choice. For more information about Destination BC’s programs and services, please visit: http://www.DestinationBC.ca/

About Kootenay Rockies Tourism
As the Regional Destination Management Organization (RDMO) for the southeast corner of British Columbia, Kootenay Rockies Tourism works in partnership with the provincial DMO, Destination BC, to grow the tourism economy in the region. We help deliver on both Destination BC’s corporate strategy and the new Iconic Corridor Strategy which has the Birthplace of Adventure Iconic located in the Kootenay Rockies region. Our work includes Destination Development, Travel Trade & Travel Media, Content and Industry Development.

About the Tourism Innovation Lab
The Tourism Innovation Lab is a non-profit initiative created to find, foster and support new tourism ideas, experiences and partnerships, to cultivate and propel collaborations between the tourism and tech sectors, and to build a community of tourism innovators, idea makers and entrepreneurs. Launched in Ontario in 2018, the Lab and its “Spark” Mentorships & Grants Program are expanding to new regions across Canada. The Tourism Innovation Lab is a program of Hackforge and has a BC home base in Squamish. Learn more at www.TourismInnovation.ca/.

About the Invest in Iconics Strategy

Through the creation of iconic place brands, together with experiential development across British Columbia, the Invest in Iconics Strategy aims to encourage travellers to visit all areas of the province in all seasons.

Learn more at www.DestinationBC.ca/iconics or www.destinationbc.ca/iconicslaunch/

Email: [email protected]