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Destination BC Directions: September 9, 2021
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Fall blankets the Thompson Okanagan (Destination BC/Tom Ryan).
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Reminder: Proof of Vaccination Requirements Come into Effect September 13
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Starting September 13, some businesses, events and services will need to check for proof of vaccination among individuals seeking access to their venues or spaces. At this time, businesses will need to start verifying that people have had at least one dose of a COVID-19 vaccine before admitting entry. By October 24, businesses will need to verify that people are fully vaccinated. Proof of vaccination can be confirmed either visually, or by using the free BC Vaccine Card Verifier app (available September 13 on the App Store and Google Play).
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The proof of vaccine requirement is in place until January 31, 2022, and could be extended.
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This resource outlines key information about the proof of vaccination requirements coming into effect September 13.
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Industry Messaging Guide for Proof of Vaccination Requirements
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Destination BC has released an industry messaging guide centred on the proof of vaccination requirements coming into effect September 13, 2021. The guide includes key messaging, important information, resources and FAQs for BC’s tourism industry.
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Destination BC Launches First Overseas Consumer Marketing Campaign since March 2020
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This week, Destination BC’s marketing efforts went international, with the launch of our first overseas consumer marketing campaign since the onset of the global pandemic. Introduced to the UK on September 8, and launching in Germany later this month, the emotive campaign is designed to inspire trip planning for spring 2022. Leveraging innovative, immersive technology and an exclusive media partnership with National Geographic Traveller (UK and Germany), the campaign invites these markets to “Call the Wild” and connect with BC’s inspiring wilderness and healing nature... even before they travel.
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“Call the Wild” invites UK and Germany residents to connect with BC’s wilderness, even before they travel.
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The campaign introduces unique fall activities as part of 10 quintessential BC experiences.
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Destination BC Launches “Be Open to More” Fall Campaign in BC and Alberta
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We’re excited to announce that, for the first time in 18 months, Destination BC is launching a campaign in the Alberta market! Going live on September 13, in tandem with a similar promotion targeted to BC residents, the 'Be Open to More' campaign celebrates our province’s unique fall activities through new stories and an updated collection of 10 quintessential experiences. See the new campaign at ExploreBC.com and check out the campaign videos in the link below.
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Destination BC Launches Power Up! Program
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Destination BC has launched Power Up!, an application-based digital mentoring program that provides 75 small- and medium-sized tourism businesses, sole proprietors and non-profits with free access to digital audit and technical services designed to improve digital marketing activities and use of digital technology. Businesses can choose from a list of service areas – from digital strategy to SEO, to email marketing and all things social media – with service costs covered up to a maximum of $5,000 per participant. Applications open September 20.
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Power Up! offers free access to services that can improve digital marketing activities and use of digital technology.
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The application deadline is October 6.
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Destination BC Announces Call for Applications for Tourism Marketing Committee
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Destination BC is seeking five representatives for its Tourism Marketing Committee (TMC), who will serve three-year terms beginning January 1, 2022. The TMC requires one representative from each of the following regions: Cariboo Chilcotin Coast; Kootenay Rockies; Northern BC; Thompson Okanagan; and Vancouver Island. Interested applicants should have experience marketing on a global, national and/or provincial scale, and show a thorough understanding of tourism issues, sectors and opportunities. Submit your application form by October 6.
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Destination BC Industry Call: September 9
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Destination BC’s COVID-19 industry calls share updates about our programs, services and marketing campaigns, as well as current research and ways we are supporting BC's tourism recovery efforts. The recording of today’s call – which included an update from Neilane Mayhew, Deputy Minister of the Ministry of Tourism, Arts, Culture and Sport, as well as news from our Global Marketing team – is now posted to our website.
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The industry calls are a great way to keep on top of COVID-related tourism news in BC.
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Let’s celebrate the fall by exploring BC’s seasonal bounty (Destination BC/Kari Medig)!
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BC’s Bounty: A Celebration of Food and Drink Inspired by the Fall Season
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It’s the season of pies and preserves, creamy ales, and smooth red wines. It’s the season where we slow down to savour the flavours in special places. We want to encourage residents to continue supporting local by showing them unique ways in which communities across the province mark the fall season, in an effort to encourage shoulder season travel and bookings for locals and visitors alike.
As part of this effort, we are encouraging partners to develop a variety of fall food- and drink-related content that celebrates BC’s bounty so we can amplify these experiences on Destination BC’s consumer channels.
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Introducing the Sea to Sky “Spark” Program
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Destination BC, Tourism Squamish, and the Tourism Innovation Lab – in collaboration with several local partners – are seeking passionate, creative people with a new tourism idea in the Sea to Sky. The Sea to Sky “Spark” program matches selected applicants with a tourism mentor, and provides a $3,000 seed grant to help develop new ideas.
Entrepreneurs, small businesses and non-profits based in the area are encouraged to register for an upcoming information session:
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Are you located in the Sea to Sky region and have an innovative tourism idea? We want to hear from you!
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How to Participate in Disability Employment Month in BC
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September is Disability Employment Month in BC! The initiative calls attention to the important role people with disabilities play in our local workforce, while promoting resources and tools employers can use to reduce barriers to inclusion and build better, more accessible workplaces.
Small Business BC is marking the occasion by hosting Accessibility Month, which offers free business education throughout September covering topics such as business planning, marketing and payroll. All webinars will include ASL interpretation and closed captioning.
In addition, Destination BC offers a wealth of resources to guide employers in making their workplaces more accessible, and educating staff about universal accessibility. They include:
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Place Branding and the Invest in Iconics Strategy
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Place branding for the Invest in Iconics Strategy is about destination branding and marketing. It’s about having a clear vision, purpose and storyline for a route or place that gives it a distinguishable market position. Place branding uncovers the unique and unifying identity of a destination, and distills it into a strong strategic positioning, with characteristics that are competitively distinctive and globally compelling, to ignite the imaginations of our target travellers and fuel their desire to visit British Columbia.
The process of creating new place brands begins with brand discovery, including consumer and competitor research, identifying high-value, low-impact travellers, and extensive resident and industry engagement. Over the past 18 months, Destination BC has begun this process by connecting with over 1,100 residents and industry professionals, in more than 340 meetings, workshops and interviews.
To learn more about the Invest in Iconics Strategy, including the Place Branding Process, visit DestinationBC.ca/Iconics.
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Report Insight: 73% of BC Residents Intend to Travel to Nearby Communities in the Next Four Weeks
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Destination BC’s latest BC Residents’ Public Perceptions report reveals that 73% of BC residents intend to travel to nearby communities for a day trip in the next four weeks – up +9 points from two weeks prior.
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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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Report Insight: Weekly Domestic Overnight Visitation has Increased 4.2%
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Destination BC’s latest Research Roundup shows weekly domestic overnight visitation has increased 4.2% compared to 2019, and decreased -0.5% compared to 2020.
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Destination BC is now summarizing weekly travel in BC in a one-page snapshot. Key insights include visitation to BC, accommodation performance, air performance, and BC residents’ readiness to travel and welcome visitors to their community.
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Snapshot of BC Travel is a weekly publication that provides an at-a-glance overview of tourism industry performance for BC.
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CO-OPERATIVE MARKETING PARTNERSHIPS PROGRAM
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North Thompson Valley Marketing Committee partners include Tourism Valemount, Thompson Nicola Regional Districts A & B, Tourism Wells Gray and the Lower North Thompson Tourism Society (Destination BC/Andrew Strain).
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Roadtripping in the North Thompson Valley
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The partners of the North Thompson Valley Marketing Committee work with Destination BC’s Co-op Program to promote the North Thompson Valley, which is situated north of Kamloops along Highway 5. The project highlights roadtripping across the region, including immersive nature-based experiences centred on water, wildlife, valleys and forests. These experiences are intended to prompt visitors to extend their stay in the region, or make a stop during their roadtrip. Driving through the valley also allows visitors to connect to the Jasper National Park Columbia-Icefields Parkway route and the Highway 24 Fishing Highway.
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Grant amounts for each event can run up to 20 percent of the total event budget, to a maximum of $250,000 per application (Destination Vancouver/Danielle Hayes).
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Provincial Government Launches New Fund for Community Events
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The Province is now accepting applications for the new Fairs, Festivals and Events Recovery fund, which provides up to $12.9 million in one-time grants to eligible BC-based event organizers. The initiative is intended to support local events – including sports, arts and culture events, community celebrations, agricultural fairs, rodeos and exhibitions – in their efforts to resume operations safely.
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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 – Email Marketing Checklist
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Complementing our recently launched article on email marketing best practices, this week’s Learning Centre spotlight features an email marketing checklist that businesses can use to ensure emails land in subscribers’ inboxes, and that recipients open and engage with the content.
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Use this email marketing checklist to ensure your content is seen (Unsplash/Austin Distel).
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Tourism Revelstoke’s “Thanksgiving Back” Campaign Promotes Volunteerism and Regenerative Tourism
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Tourism Revelstoke’s new campaign invites visitors to travel to Revelstoke and volunteer for community projects in exchange for $500 that can be applied toward local accommodations. “Thanksgiving Back” takes place in the two weekends leading up to Thanksgiving, and incorporates volunteer projects with a number of nonprofits, including Columbia Shuswap Invasive Species Society, Arts Revelstoke and Revelstoke Railway Museum.
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It's simple: one day of giving back to the Revelstoke community = free accommodations!
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The Spice Trail features an interactive map that allows users to search for top restaurants in Surrey.
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Surrey’s New Spice Trail Featured in The Vancouver Sun
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A recent press trip organized by Discover Surrey resulted in the full-page story “Savouring Surrey’s New Spice Trail”, which was published in The Vancouver Sun. Since the story was published, Discover Surrey’s Spice Trail saw a notable boost in “spice trail” search queries, as well as enquiries for Chew on This Tasty Tours’ Spice Trail Tour.
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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 'Marketing for Small Business' (September 17) and 'Get Started with Email Marketing' (September 21).
Note: Small Business BC is offering all webinars FREE in September, with ASL interpretation and closed captioning provided to increase accessibility options for everyone who takes part.
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Air Canada Unveils Expanded Travel Ready Hub
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Air Canada has unveiled its expanded Travel Ready hub, an interactive online tool that helps customers obtain necessary information for upcoming trips. On the portal, travellers can access COVID-19 test requirements, required travel documentation, and country travel restrictions for any global destination.
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Visit the Travel Ready hub to ensure you’re prepared for your upcoming trip (Air Canada website).
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Fill out the survey to share your business’s needs to better welcome French-speaking visitors.
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New Survey Investigates the Evolution of Francophone and Bilingual Tourism in Canada
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The Réseau de développement économique et d'employabilité (RDÉE Canada) is researching the evolution of Francophone and bilingual tourism in Canada, specifically related to tourism businesses outside of Quebec. The results will contribute to a report of the post-COVID landscape, enabling tourism businesses to better target visitors from French-speaking markets, including Quebec, France, Belgium, Switzerland and Eastern Europe.
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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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