Tourism Industry Conference: Resources and Next Steps from Destination BC

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 growing tourism in all parts of BC year-round and increasing the benefits tourism delivers to people living in the province.

The strategy has two primary goals: grow tourism in all parts of BC during peak and off-peak seasons, and increase the benefits received by people living in BC from tourism. The long-term ambition of the strategy is to sustainably double tourism revenues to $48 billion by 2036.

Now Available to the BC Tourism Industry by Request: Destination BC 2026 Marketing Plan & 2026–2028 Marketing Strategy

Destination BC has released its 2026–2028 Marketing Strategy and 2026 Annual Marketing Plan, both available to the BC tourism industry by request.

Please note, Destination BC is limiting the distribution of the 2026 Marketing Plan and 2026–2028 Global Marketing Strategy to BC tourism businesses, sector associations, and destination management organizations only, as it contains proprietary information. To request access, email [email protected].

Stronger Tourism Brand: Presentation

Shared at the Tourism Industry Conference on March 5, this presentation was led by Maya Lange, Vice President of Global Marketing; Leah Poulton, Director, Global Brand Strategy; and Hannah Wilkinson, Director, Global Integrated Marketing. In this session, they outlined our new three-year marketing strategy and 2026 plan. It includes:

• Our strengthened brand portfolio;
  • BC’s new Iconic brands; and
  • How global moments, including the FIFA World Cup 2026, will support awareness and demand.

Data Led Destinations: From Overwhelmed to Actionable

This session at the BC Tourism Industry Conference explored how to use tourism data to support decision-making. Presented on March 5, this discussion was led by Erin Hodgins, Director of Research & Analytics; Dr. Jarrett Bachman, Scholar-in-Residence; and Kelvin Mok, Manager, Digital Analytics. Key topics included:

• What data is available now and where to find it;
• What business questions still need better data; and
• Shared priorities for the industry.

New Tools to Participate with Destination BC’s Iconic Brands

Curious about to how engage with BC’s iconic destination brands? This month, we launched a new resource for industry partners to get involved. Start by learning about the brands, then integrate them into your marketing, align around our best guests for BC, improve your return on investment by partnering with us, leverage our global reach, and stay connected.

Target Market Profiles

Want to learn more about our key markets? These updated market profiles summarize the size of the market, volume and expenditures in BC, traveller and trip characteristics, market insights, and top trends.