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Destination BC Directions: May 6, 2021
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Family time in Kimberley (Kootenay Rockies Tourism/Mitch Winton).
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Destination and tourism infrastructure initiatives are currently underway in BC's six tourism regions (Destination BC/Hubert Kang).
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BC’s Six Tourism Regions Receive $13.6 Million through the Targeted Regional Tourism Development Initiative
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The Targeted Regional Tourism Development Initiative – part of StrongerBC: BC’s Economic Recovery Plan – has granted the province’s six tourism regions a total of $13.6 million, which will be used to create employment opportunities, attract new businesses and increase economic diversification within their communities. All approved projects must be completed by March 2023.
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Destination BC Launches Stay Local, Support Local PSA
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In alignment with the latest travel restrictions, Destination BC will begin airing a 30-second public service announcement (PSA) the week of May 3, encouraging BC residents to “Stay Local, Support Local” so we can bend the curve and save our summer. The video will air on Global TV, CTV, City TV and CBC, and will be distributed through paid ads on YouTube, Facebook and Instagram until restrictions are lifted and we can resume travel within the province.
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Destination BC's 'Stay Local, Support Local' PSA will air across major news channels and social platforms.
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There's still time to feature your community's tastiest fare on our Take-Out & Outdoor Dining Guides (Destination BC/Hubert Kang).
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Take-Out & Outdoor Dining Guides 2021
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While now is not the time to travel outside our local communities, there are still ways for British Columbians to have a safe, pleasant—and delicious!— spring season, all while adhering to the latest public health orders. In order to encourage locals to find safe and responsible ways to support local businesses, we are continuing to curate resources on our Take-Out & Outdoor Dining Guide for BC Residents on HelloBC.com, and are sharing related content on our other owned channels and in targeted paid social media ads. And yes, there’s still time to share your community’s Stay Local food and drink guide with us!
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Messaging guidance can be found in the updated industry toolkit.
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Updated Messaging Guidance for BC’s Tourism Industry
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Messaging guidance for the recent Provincial order restricting non-essential travel within BC can be found below. The messaging, along with FAQ, is applicable until further notice.
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Creating Storylines, Investing in Iconics
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Destination BC’s Invest in Iconics Strategy aims to responsibly increase tourism revenue and visitation through dispersion, using an integrated approach to place branding and place making (destination development) that differentiates BC on the world stage. By identifying a small number of globally compelling routes and places, this strategy is a powerful new way to package and market BC to international visitors and facilitate the development of remarkable in-destination experiences.
Through place branding, we will develop brand storylines for each potential Iconic route that will ignite the imaginations of target travellers and fuel their desire to experience the routes and places for themselves. Learn more about the Iconics place branding process here.
Indigenous, resident and industry engagement are critical to the success of the Invest in Iconics Strategy. To date, we have conducted over 140 engagement sessions with partners and stakeholders to share information and seek input. These sessions have inspired creative thinking and positive interactions, and cultivated a sense of open-mindedness amongst participants… and we want you to join the journey, too. To learn more about the Invest in Iconics Strategy and how you can participate, contact us at [email protected].
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CO-OPERATIVE MARKETING PARTNERSHIPS PROGRAM
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Get Into BC aims to mitigate barriers for travel along Highway 1 (Tom Poole).
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Tourism Consortium Develops Plans to Promote Travel Along Highway 1 Once Restrictions are Lifted
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Tourism Revelstoke, Tourism Golden and Shuswap Tourism have partnered to mitigate negative perceptions and potential barriers associated with travelling through the extensive road work taking place along Highway 1, in Kicking Horse Canyon. When allowed to resume marketing, the consortium will target Alberta consumers with relevant and up-to-date information about highway closures, along with promotions of each destination’s authentic experiences. The project, called 'Get Into BC', was conceived to generate overnight visitation in destinations along the highway.
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More than $75 Million Added to Circuit Breaker Business Relief Grant
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The Provincial Government has added more than $75 million to the Circuit Breaker Business Relief Grant, bringing the total amount available to hard-hit BC businesses to more than $125 million. The grant is open to all of the 14,000 restaurants, bars, breweries, wineries, gyms and fitness facilities impacted by the March 31 health order, which remains in place until May 25. Now, hotels, motels and other short-term accommodations providers can also apply for grant funding.
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With the new funding in place, nearly 20,000 businesses can apply for relief.
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Workers no longer need to choose between getting paid or getting their life-saving vaccine.
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BC Workers Eligible for Paid Leave to Get Vaccinated
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BC workers are eligible for up to three hours of paid leave to receive each dose of their COVID-19 vaccine. Falling under the Employment Standards Act, the new bill ensures no employee – whether full- or part-time – will lose pay if they need time off to get vaccinated. The paid leave is retroactive to April 19.
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New Shoreline Project Tackles Debris Along BC’s Coastline
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In partnership with coastal First Nations, a new marine clean-up project will tackle 1,200 kilometres of coastline and more than 100 derelict vessels. Powered by more than $9.5 million from the Clean Coast, Clean Waters Initiative Fund, the project is part of the CleanBC Plastics Action Plan, which addresses plastics pollutions; and the province’s $10 billion COVID-19 response efforts, which aim to protect people’s health and livelihoods while supporting local businesses and communities.
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The shoreline clean-up project will commence this summer (Northern BC Tourism/MikeSeehagel).
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Make sure your outdoor dining space meets requirements to reduce the transmission of COVID-19 (ITBC/The Bear, The Fish, The Root & The Berry).
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Ministry of Health Introduces Guidance for Outdoor Dining Spaces
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Has your business set up a safe outdoor dining space? The Ministry of Health has released an in-depth guide explaining the requirements of outdoor set-up to effectively reduce the transmission of COVID-19. The guide features information about capacity, walls and airflow, cooling and heating, and examples of acceptable and unacceptable outdoor dining spaces.
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New Legislation Promises to Build a More Inclusive and Accessible BC
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New accessibility legislation promises to set BC on the path towards becoming more accessible and inclusive for people with disabilities. If passed, the Accessible British Columbia Act will allow government to establish standards that will identify, remove and prevent barriers to accessibility and inclusion, in areas ranging from employment and delivery of service to the built environment.
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The legislation offers a framework to improve the lives of over 900,000 British Columbians living with a disability.
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The program will improve safety and reliable connectivity while creating jobs and supporting BC's economy.
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Improved Cellular Service Coming to BC Highways
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Record investments from the Connecting British Columbia program are supporting improved cellular service for BC highways 95 and 97. Both highways are prone to difficult winter driving conditions and sudden road closures, and have large gaps without cellular service. By increasing coverage throughout the routes, drivers can feel safer and more confident driving in rural areas. The projects are expected to be completed in October 2021.
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Parks Canada and W̱SÁNEĆ Leadership Council Rename Campground in Gulf Islands National Park Reserve to Honour Indigenous History and Culture
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McDonald Campground in Gulf Islands National Park Reserve has been renamed SMONEĆTEN (smaw nitch tun), which comes from the local SENĆOŦEN (sen chaw thun) language and means “fir pitch place”. In addition, four hand-carved cedar panels and an interpretive display were installed as part of the reinstatement of W̱SÁNEĆ language, history and culture on the land. SMONEĆTEN will continue to serve as a seasonal Parks Canada campground, as well as a tranquil place where visitors and community members can enjoy a forest walk.
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BC Residents' Public Perceptions: COVID-19 Travel and Tourism Wave 24 Report
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Destination BC is monitoring British Columbians’ current views on travel, and tracking travel and tourism behaviour intentions to understand the impact of COVID-19 on the industry
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This report is released approximately every two weeks to track opinions and intentions and watch how results trend over time.
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This report summarize the various research findings from Destination BC, suppliers, other tourism agencies and associations.
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COVID-19 Research Roundup: Week 43
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Our Research Roundup report is updated weekly with relevant research and articles related to the travel and tourism industry and COVID-19.
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Our Learning Centre provides access to resources and tools, best practices, workshops, and training programs for BC’s tourism industry.
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New Article: Destination BC’s Content Marketing Learning Series
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In the second edition of Destination BC’s Content Marketing Learning Series – Using Search Insights to Spark New Content Ideas – learn how you can use free, easy-to-use tools to leverage data from billions of searches people have already performed on Google to source ideas for content will resonate with your target market.
Content marketing educates, entertains and informs potential customers across digital channels, and helps to generate leads, sales and advocacy for your business. This spring and summer, Destination BC will share key insights and actionable tips and tools to help you drive results in your marketing efforts this year. The digital series (offered between April and September) explores best practices on a range of subjects, from sparking new content ideas and managing your content calendar, to maximizing your presence on key platforms like Instagram and Pinterest.
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The second article in the Content Marketing Learning Series demonstrates how leveraging data can improve your marketing (Destination BC/Michael Bednar).
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Big White Ski Resort Welcomes Pinkbike Academy for the Second Consecutive Summer
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Following global success of the inaugural Pinkbike Academy – which streams on Amazon Prime – Big White will welcome the reality show competition for the second summer in a row. Featuring aspiring mountain bike professionals engaging in exhilarating races and riding challenges, the 10-part series is backdropped by Big White’s commanding scenery, which plays a starring role throughout the show.
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Pinkbike Academy is entering its second season on Amazon Prime.
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Vancouver Set to Host FIA Formula E Car Race Starting in July 2022
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Vancouver City Council has approved a partnership with Montreal-based OSS Group to bring the globally renowned FIA Formula E Car Race to the city in July 2022. The all-electric vehicle event promotes electrification of transportation and net zero carbon emissions, and will be accompanied by a conference focused on climate change and sustainability.
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Should Formula E come to Vancouver, the route would wind along False Creek (Tourism Vancouver/Tanya Goehring).
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Upcoming Webinars from Small Business BC
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Small Business BC provides practical business webinars and online education to develop business skills and strategy.
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Destination BC has partnered with Small Business BC to offer free access for tourism business stakeholders across the province to online education supporting COVID-19 recovery. Upcoming webinars include “Tax Sense for Small Business” (May 11) and “Financial Planning for Your Small Business” (May 17). To access the webinars free of charge, register online using coupon code DBC3034.
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This course teaches the connections between tourism and invasive species, and how to prevent these species from spreading.
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Online Course for Tourism Operators Aims to Prevent the Spread of Invasive Species
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Invasive Species Council of BC has partnered with tourism industry professionals to develop a new Invasive-Wise Tourism program, which endeavours to protect BC’s rich biodiversity from invasive species through high-risk pathways like movement by tourists, anglers and boaters. Supplementary e-learning content includes “Tourism and Invasive Species”, a free online course developed for tourism operators that identifies practical actions to prevent the spread of invasive species.
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The BC Hub for Workplace Mental Health offers support for tourism and hospitality workers.
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New Health and Wellness Portal Targets the Tourism and Hospitality Industry
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In honour of Mental Health Week (May 3-9), go2HR and BC Canadian Mental Health Association (CMHA) have debuted the BC Hub for Workplace Mental Health, a comprehensive resource that offers targeted support for the tourism and hospitality industry. Through training and community connections, the portal helps to address concerns over job security and layoffs, stress and burnout, and general wellness.
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Have You Shared Your COVID-19 Safety Plan?
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You likely have your COVID-19 Safety Plan on your business website, but have you added it to your HelloBC.com listing? Posting a copy of your plan on your website, and at your workplace, is a requirement of the Workplace COVID-19 Safety Plans Order. Sharing your safety plan on HelloBC.com can help reassure prospective visitors that you've implemented measures to protect them and your employees from COVID-19.
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Make sure your updated COVID-19 Safety Plan is added to your HelloBC.com listing.
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Prospective tourism employees can meet with employers from across the country at the Jobs Canada Fair.
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Jobs Canada Virtual Career Fair
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Jobs Canada is hosting a virtual career fair for the hospitality industry, which connects prospective tourism workers with employers from across the country. The event kicks off July 7.
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Destination Canada and TIAC Virtual Town Hall
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Destination Canada and Tourism Industry Association of Canada (TIAC) are hosting a series of Virtual Town Halls for small- and medium-sized businessowners. BC’s town hall will take place on May 27.
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BC's virtual town hall will take place on May 27.
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Destination BC COVID-19 Communications
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Here's how to stay connected on the latest from Destination BC:
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If you have questions that can't be answered through the various resources on our website and official channels, please send them to [email protected] and we will work to address them.
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