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Destination BC Directions: June 18, 2021
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Road trip in Liard River Hot Springs Provincial Park (Destination BC/Andrew Strain).
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Public health safety protocols, such as mask wearing in indoor public spaces and physical distancing, remain in place.
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BC Enters Step 2 of Provincial Restart Plan
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On June 15, BC entered Step 2 of its Restart Plan, with residents now able to travel throughout the province and enjoy larger outdoor gatherings with family and friends.
To date, more than 75% of adults have received their first dose of the COVID-19 vaccine, exceeding the Step 2 minimum threshold of 65%.
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Updates to Destination BC Messaging Guide
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We have updated our Messaging Guide to reflect Step 2 within BC’s Restart. The guide includes key milestones for travel, suggested messaging and recommended actions, and a comprehensive FAQ.
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Refer to this guide until further notice.
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The toolkit will be updated as we move through each step of BC's Restart Plan.
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Tourism Restart Step 2 Toolkit Available for Tourism Industry
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A partnership of the Tourism Industry Association of BC, Indigenous Tourism BC, BC Hotel Association, the BC Regional Tourism Secretariat and Destination BC has created a toolkit for the tourism industry sharing communications, health and safety, workforce and marketing information related to Step 2 of BC’s Restart Plan.
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$6.7 Million Supports Tourism Businesses as the Province Moves through BC’s Restart
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Western Economic Diversification Canada is helping tourism businesses and community tourism organizations in British Columbia mitigate the ongoing impacts of COVID-19. A total of $6.7 million – administered and managed by Destination BC – is supporting a Community Adaptation Fund Program and Fixed Cost Support Program, as well as Destination BC’s Tourism Digital Academy and a digital Industry Portal – all helping BC tourism businesses adapt their business models and cover fixed costs as the province moves through BC’s Restart.
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Federal funding is pivotal in helping businesses adapt operations and plan for the future (DBC/Hubert Kang).
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The British Columbia 'Spark' Program helps to bring new tourism ideas to life (Destination BC/Adam Wells).
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Introducing the British Columbia “Spark” Program
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Destination BC and Tourism Innovation Lab are working together with local tourism partners to “Spark” new tourism ideas and initiatives in four areas of BC, beginning in the West Kootenay and Sea-to-Sky areas. The “Spark” Mentorships & Grants Program works by matching selected applicants with a tourism mentor, providing a $3,000 seed grant as well as additional partner support to help develop tourism ideas. Applications are encouraged from entrepreneurs, small businesses and non-profit organizations in the four defined program areas, as they are launched throughout the year.
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Destination BC’s Be Open to More Campaign Adapted in Cantonese, Mandarin and Punjabi
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On June 4, we launched our Be Open to More campaign, encouraging British Columbians to explore their province and open their hearts and minds to new places and experiences. Featuring 10 key experiences to encourage local travel, the campaign continues to be promoted through a multimedia effort, including sponsored articles in 25 community papers across the province and on CBC.ca; digital ads on social platforms, Pinterest, Google and TripAdvisor; 10 new TV spots; 'Our BC' segments on Global TV; and more.
The campaign has also been adapted in three languages (Cantonese, Mandarin and Punjabi), with key messaging motivating Metro Vancouver Chinese and South Asian communities to engage in two of the 10 experiences most strongly aligned with their travel motivators – “BC Road Trip of a Lifetime”, and “See Metro Vancouver and Victoria in a Whole New Light”. The campaign is currently being promoted to the South Asian community through radio ads, digital display and online videos. The Chinese community will see paid social ads, digital display and online video, sponsored advertorials in print publications, and WeChat.
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Send in your applications before July 5 (ITBC/Cheam Fishing Village).
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New RFQ for Content Strategy and Planning Services
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Destination BC has issued a Request for Qualifications (RFQ) to qualify individual contractors to provide content strategy and planning services for our global content marketing programs. Find more info and a “How to Apply” guide on DestinationBC.ca, or head straight to BC Bid to respond. The deadline for response is July 5.
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Destination BC's campaign aims to generate summer revenue for non-urban areas of VCM.
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Destination BC Launches Campaign Supporting Non-Urban Vancouver, Coast & Mountains Locations
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Starting June 21, Destination BC will run a paid media program driving summer visitation to non-urban locations in the Vancouver, Coast & Mountains (VCM) region. The campaign encourages BC residents to include the region’s unique destinations and experiences in their summer travel plans. Messaging will be distributed through paid social media; digital displays; and sponsored content partnerships with BBC, Vancouver Magazine, BCLiving, and Western Living Magazine. The campaign will run until August 15.
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List Your Travel Offers on HelloBC.com
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Destination BC’s summer campaign Be Open to More encourages British Columbians to explore their own province and open their hearts and minds to new places and experiences. As part of the campaign, we are promoting various offers that encourage potential travellers to explore a variety of BC experiences, attractions and accommodations. Take advantage of the Be Open to More campaign and inspire travellers to book with your business by posting up to three offers on HelloBC.com.
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Tourism businesses can post up to three offers on HelloBC.com.
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CO-OPERATIVE MARKETING PARTNERSHIPS PROGRAM
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Route 7 advocates for vistors to try the road less travelled (@miraecampbell).
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BC Route 7 Promotes Overnight Stays Along Highway 7 Corridor
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The BC Route 7 initiative promotes the Highway 7 corridor, beginning in Coquitlam and moving through the communities of Maple Ridge, Mission, Agassiz & Kent, Harrison Hot Springs, and Hope. Also known as Lougheed Highway, this partnership of communities advocates for travellers to take the scenic route and explore the many off-the-beaten-path experiences along Highway 7. Overnight visits in these destinations are encouraged through pre-planned road trip itineraries whose themes include arts and culture, family fun, and Hollywood North.
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Funding will continue through March 2025 (Destination BC/Andrew Strain).
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Multiyear Funding from the Provincial and Federal Governments Assures Long-term Support for Northern Transportation Services
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The provincial and federal governments are granting $7.9 million to public transportation in northern BC, ensuring residents of rural and remote communities will benefit from safe, reliable transportation. The funds will be administered by Northern Development Initiative Trust, which will engage with Indigenous communities, regional districts, local governments and stakeholders to implement a grant program addressing the region’s diverse transportation needs.
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BC Parks Makes Outdoor Recreation More Accessible and Inclusive
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With visitation to provincial parks reaching record highs, BC Parks is ensuring everyone can enjoy BC’s beautiful outdoors by expanding accessibility through new projects in campgrounds, day-use areas and playgrounds. In addition, new accessibility information will be added to BC Parks’ website, allowing people to see photos and descriptions of facilities to better plan their visit.
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BC parks welcome more than 23 million visitors annually (Destination BC/6ix Sigma).
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Free day use passes will be introduced at Stawamus Chief Park, among many new measures starting June 22 (Destination BC/Ben Girardi).
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BC Parks Pilots New Program to Manage and Promote Access to Nature
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To address the surge in visitors in five of BC’s most popular parks, BC Parks is introducing new and revised initiatives to promote better protection for the environment while expanding access for British Columbians this summer.
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Temporary Patios Can Apply to Become Permanent
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The Province of BC is giving the green light for over 2,000 temporary patios authorized to serve liquor during the pandemic to apply to become permanent under amended provincial liquor regulations. In addition, authorization of existing temporary patios has been extended to June 1, 2022.
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Temporary patios have been a lifeline for many businesses and workers in the hospitality sector (Destination BC/Hubert Kang).
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Federal Government Increases Availability of Rapid Tests for COVID-19 Screening
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The Federal Government is working with industry associations, non-profits and other organizations to increase availability of rapid tests for COVID-19 screening. Screening can identify positive cases early, helping to reduce the spread of the virus and prevent outbreaks. The initiative is intended to help Canadian organizations better protect their employees and customers, and add another layer of protection to reduce community transition and keep the economy running.
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BC Residents' Public Perceptions: COVID-19 Travel and Tourism Wave 27 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 48
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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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Destination BC’s Content Marketing Learning Series – New Article!
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In a marketplace where competition for customer share is fierce, producing top-notch content in the hopes that it will be seen isn’t enough. In the fourth edition of Destination BC’s Digital Content Marketing Learning Series, we explore how you can tailor your business’ content around key planning and booking phases along your customer’s Travel Path to Purchase.
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The fourth edition of Destination BC's Content Marketing Learning Series explores ways to surface your content along the customer's path to purchase (Destination BC/Graeme Owsianski).
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Ocean House in Haida Gwaii Featured in UK’s Popular Town & Country Magazine
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In celebration of World Wildlife Day (March 3), the UK’s Town & Country Magazine published an article on the best places in the world to travel for wildlife encounters. One of the experiences featured is the Ocean House in Haida Gwaii, where visitors regularly enjoy encounters with bears, whales and seabirds. The article highlighted the resort as a spectacular Indigenous-owned business guided by the Haida concept of Yahguudang, or respect for all living things.
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New Apps Promote BC Camping and Wine Touring
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The newly updated Super Camping British Columbia Mobile App is filled with all the information travellers need to camp across the province, including campground and RV park listings; driving tips; Google Maps; and more. The app can be downloaded in the App Store on iOS, or the Play Store on Android.
Oenophiles can download the Wines of BC Explorer app, which offers personalized recommendations of wines and wineries across the province. Simply take the taste test to uncover your flavour profile, then browse vino suggestions selected specially for you.
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Apps make it easy to navigate BC's wealth of summer adventures (Tourism Vancouver Island/Ben Giesbrecht).
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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 “Market Research 2: Surveys and Focus Groups” (July 13) and “Performance Management in the Workplace” (August 5). To access the webinars free of charge, register online using coupon code DBC3034.
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Apply for COVID-19 Sick Leave Reimbursement on WorkSafeBC's Website
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Starting June 15, employers can apply for the BC government’s COVID-19 paid sick leave reimbursement program on WorkSafeBC’s website. Employers without an existing sick leave program will be reimbursed up to three days of wages paid to workers for COVID-19 related leave. The program covers sick leave taken between May 20 and the program’s end date on December 31.
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Employers must be registered for WorkSafeBC insurance coverage to apply.
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The pledge offers a free online assessment and sustainability score.
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ITAC and GreenStep Launch Sustainable Tourism 2030 Pledge
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GreenStep and the Tourism Industry Association of Canada (ITAC) have launched the Sustainable Tourism 2030 Pledge, an initiative that encourages tourism businesses and destinations across Canada, and globally, to commit to measuring and improving their sustainability performance annually between now and 2030.
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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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