Tourism Partners Connect Through Co-op Marketing Program Meetings

In late June, Destination BC brought together Community Consortiums and Provincial Tourism Experience Sector Organizations from across the province for two virtual Co-op Marketing Partnerships Program meetings focused on collaboration, knowledge sharing and industry alignment.

The sessions provided an opportunity for tourism partners to explore emerging trends and opportunities shaping the visitor economy, including artificial intelligence and content discovery, British Columbia’s shared tourism content ecosystem, travel trade opportunities and approaches to strengthening destination marketing through greater alignment and collaboration.

The meetings also created space for partners to exchange ideas, discuss challenges and opportunities, and share perspectives on the evolving tourism landscape. These conversations help strengthen connections across BC’s tourism industry and support collective efforts to showcase the diverse experiences available throughout the province.

The Co-op Marketing Partnerships Program continues to play an important role in connecting communities and sectors around shared tourism priorities. Through the 2025/26 program, participating partners represented 195 communities across British Columbia, including 173 communities outside Metro Vancouver, Victoria and Whistler, alongside 11 provincial tourism experience sector organizations.

By bringing industry partners together to share knowledge, align marketing efforts and explore new opportunities, the program helps amplify the reach and impact of tourism promotion across the province.

Destination BC extends its thanks to all participants for contributing to the discussions and helping advance a strong, collaborative tourism industry. We look forward to continuing these conversations at our upcoming partner meetings this fall.