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Destination BC Directions: March 11, 2022
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Eagle wildlife viewing on a Prince of Whales tour (Prince of Whales/Seanie Malcolm).
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Learn about BC's recovery roadmap, review the new strategic framework for tourism (Northern BC Tourism/Andrew Strain).
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The Strategic Framework for Tourism 2022-2024: A Plan for Recovery and Resiliency
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BC has launched a new three-year roadmap for rebuilding and revitalizing tourism, creating jobs and opportunities for people and communities in every part of the province. The renewed Strategic Framework for Tourism responds to the call to action from the sector to support its recovery from COVID-19. It outlines a roadmap for a more resilient tourism sector by rebuilding to 2019 levels by 2024. As part of the Province’s continuing tourism recovery initiatives, government has committed $6 million this year through 2024 for Destination BC to market BC as a destination of choice.
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Destination BC Launches Domestic Spring Campaign
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Over the past two weeks, Destination BC has completed its launch of Let’s do Something Together in BC: a domestic seasonal marketing campaign urging BC and Alberta residents to plan and book a spring trip in BC, while reconnecting with loved ones and doing something unforgettable, together. Running from now until May 27, the campaign is designed to create a sense of urgency, highlighting the time-sensitive nature of spring experiences in BC, and encouraging travellers to embrace new adventures as they explore the province with fresh eyes, brighter days, and restored connection with the important people in their lives.
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Check out the the campaign before May 27! (Destination BC/Zachary Moxley).
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Be sure to download and review the toolkit! (Destination BC/Hubert Kang).
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Spring Campaign Industry Resources: Partner Toolkit
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As part of the spring campaign, Destination BC has created a partner toolkit to help industry learn more about the campaign, suggested messaging, how to align content and marketing efforts, and opportunities to get involved – including industry media discounts!
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The Stories of Canada™ Collection Launch
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Destination BC is thrilled to be part of The Stories of Canada™, a collection of journeys created by Entrée Destinations which showcase the magic of Canada and share the stories of remarkable Canadians throughout our great country.
The collection recently launched and includes a BC itinerary with a video featuring Vancouver, Okanagan and Desolation Sound.
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Watch the full collection, including the compilation video narrated by Michael J. Fox ( The Stories of Canada™ website).
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Apply soon - the March intake fills up quickly!
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It’s Back with Extended Hours! Apply Now for the Tourism Digital Academy Program
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The Tourism Digital Academy is a free, eight-week digital marketing program for BC tourism businesses seeking to elevate their knowledge and skills in digital marketing to an intermediate level. Designed for business owners or marketing team members, this comprehensive program provides actionable guidance that helps build a better understanding of SEO, website usability, content, email marketing and analytics. For the first time, this intake will offer access to programming during both working and evening hours each week.
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BC Takes Next Step in Balanced Plan to Lift COVID-19 Restrictions
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As people in BC continue to step up and become vaccinated in record numbers, COVID-19 cases and hospitalizations have decreased, leading the provincial health officer to lift additional public health orders. As of Friday, March 11, BC’s indoor mask order is being repealed along with eased restrictions on long-term care visitors, faith gatherings and overnight camps for children and youth. This week's announcement also sets a pathway to lift additional COVID-19 restrictions, including the BC Vaccine Card requiring proof of vaccination, on April 8.
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Visit BC Gov News for details (BC Gov Instagram account).
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Read about the key takeaways from DBC's DEIA work (Destination BC/Kari Medig).
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Following Through on Our Commitment to Diversity, Equity, Inclusion, and Accessibility
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In 2020, in light of global events and the Black Lives Matter movement, many organizations were rightfully called upon to reflect on their role in advancing diversity, equity, inclusion and accessibility (DEIA).
Over the past two years, Destination BC has been listening, learning, and taking action. We recognize that only a sustained and focused effort will lead to progress, and in the spirit of transparency, we wanted to share how we are following through on our commitment.
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Equity and anti-racism work are foundational to all of our government's efforts to build a truly inclusive province, and to better serve our industry and the people of British Columbia. Destination BC has aligned on a thoughtful approach to define and set actions to improve DEIA within our organization and in all aspects of our work.
Follow along as we learn, change, and grow.
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BC Experienced an Increase of +830.3% in International Visitation Year-Over-Year
Destination BC's latest International Visitor Arrivals figures shows that 155,918 international visitors arrived to BC in December 2021, an increase of +830.3% compared to December 2020.
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Prepared by DBC's Research & Analytics team, this report summarizes international visitor arrivals research findings.
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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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69% of BC Residents are Comfortable Staying in a Hotel/Motel
Our latest BC Residents Public Perceptions report shows that 69% of BC residents are comfortable staying in a hotel/motel, up +9 points from the previous wave.
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Legislation will Modernize Passenger Transportation, Improve Safety
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To further strengthen BC’s passenger-directed transportation industry, the Government of BC has tabled Bill 13, which would make two requirements permanent under the Passenger Transportation Act. This Act applies to drivers of commercial vehicles that carry passengers, such as taxis, limousines and ride-hail vehicles. The proposed changes would make permanent the standard for drivers to meet record-check requirements to better support public safety.
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Review the proposed changes presented via Bill 13 (Northern BC Tourism/Marty Clemens).
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Start your digital transformation journey! Apply for the CDAP.
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Apply for the Canada Digital Adoption Program
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At the beginning of March, the Government of Canada launched the Canada Digital Adoption Program (CDAP). This program has been established to help Canadian small and medium-sized enterprises (SMEs) realize their full potential by adopting digital technologies. The program provides funding and expertise to businesses, as well as training and work opportunities for young Canadians.
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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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Top Tips for a Successful Photo or Video Shoot
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Planning a photography or video shoot can be a time and resource intensive endeavour; but, with extra care put towards a few key steps in the process, you can get a great return on your effort. Read up on our top tips to help you navigate the shoot planning and production process.
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Watch the top 10 tips video, visit DBC's Learning Centre.
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Please join us in congratulating Brenda on this incredible accomplishment! (ITBC website).
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Indigenous Tourism British Columbia Chair Brenda Baptiste Awarded Order of British Columbia
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Indigenous Tourism British Columbia (ITBC) Chair Brenda Baptiste has been awarded the Order of British Columbia for her dedication and commitment to the growth of Indigenous tourism in BC. The Order of BC is the Province’s highest honour recognizing citizens who have served with the greatest distinction and excelled in any field of endeavour benefiting the people of BC and beyond. Brenda’s vision for a strong Indigenous cultural presence includes a strong BC identity to showcase the rich cultural life of Indigenous peoples.
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Tourism Kamloops Hires New CEO
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Tourism Kamloops’ Board of Directors has named Monica Dickinson as the organization’s new CEO. Monica has been with Tourism Kamloops since 2007, most recently as the Director of Industry Relations and Communications, and succeeds Beverley DeSantis who retired at the end of 2021. We are excited to work alongside Monica in her new role as CEO!
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Please join us in warmly congratulating Monica on this exciting next career step! (Tourism Kamloops website).
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The RATI helps maintain BC's air transportation ecosystem and regional connectivity in communities like Smithers.
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Canada Provides Funding to the Smithers Regional Airport
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The federal government has provided funding for air transportation in the province, which includes local airports and airlines. This funding aims to help maintain employment and restore growth in the region while ensuring airports and carriers can continue essential routine maintenance and facility operations during the pandemic. The Smithers Regional Airport received $505,616 and Central Mountain Air received $5 million through the Regional Air Transportation Fund (RATI). Over $18.8 million was provided for air transportation within the province for 11 airports and two air carriers.
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Upcoming Webinars from Small Business BC
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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 'Online Lead Generation for Small Business' (March 15) and 'Advanced Websites: How to Turn Your Web Traffic Into Sales' (March 22). To access the webinars free of charge, register online using coupon code DBC3034.
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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 Greater Victoria's campaign will run from March 1 to August 20 (Destination Greater Victoria campaign).
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Destination Greater Victoria Invests in Largest Marketing Campaign Ever
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To drive recovery efforts from the impacts of the COVID-19 pandemic, Destination Greater Victoria is investing more than $2.2 million to market Greater Victoria in spring and summer. This is Destination Greater Victoria’s largest marketing campaign investment ever and is designed to attract leisure visitors to book multi-night stays as travel restrictions ease. Destination Greater Victoria will engage its core expertise by marketing the destination to leisure travellers in Vancouver and the Lower Mainland, Calgary, Toronto, Washington state and California, as well as secondary markets in BC and Alberta.
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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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