|
Destination BC Directions: April 25, 2022
|
|
Sun filtering through onto a Radius Retreat Yurt in Radium Hot Springs (Radius Retreat).
|
|
|
|
Watch the Place Branding overview video to learn more.
|
|
Elevating BC on the World Stage Through Place Branding
|
There are many extraordinary destinations around the world competing for travellers’ attention. In such a highly competitive environment, strong place brands are needed to help destinations distinguish themselves and succeed in the global marketplace. Place branding is about inspiring the world’s travellers; creating an emotional connection and fuelling the desire to visit and experience a place. Destinations that cultivate strong connections through place brands engage travellers and foster an environment where brand loyalty keeps travellers coming back again and again.
|
|
|
|
The Invest in Iconics Strategy for British Columbia is focused on creating globally compelling brands for routes and places across the province that will help disperse visitors as well as help us stand out amongst the vast array of travel choices around the world. Place Branding allows us to present our province in a new way - creating storylines about our destinations that will ignite the imaginations of travellers for years to come.
The process to create place brands is extensive; and involves an approach with significant phases and timelines including Discovery, Engagement, Brand Strategy, Creative Development and Testing, Implementation, and finally Brand Launch and Marketing. Right now, Destination BC, together with strategic industry advisory groups, and ITBC are in the midst of developing new brand strategies for the various Iconic routes and places across the province.
Learn more about the Invest In Iconics Strategy place branding process and what lies ahead here.
|
|
|
|
Destination BC and Indigenous Tourism BC Present: Illahee
|
Last week, Destination BC with ITBC launched Illahee: a video series featuring Indigenous story tellers, to help audiences deepen their connection with BC’s nature by listening to three Indigenous leaders describe their unique relationships to the land and sea. The videos will be shared with consumers through paid and owned channels as part of the extensive global BC Effect marketing campaign. Illahee means “our lands and our place within them”, and in choosing this name, we honour the intent of the Chinook Jargon Language to serve as a means of connecting people from diverse backgrounds to each other and to these lands.
|
|
Click the learn more button below to watch the videos!
|
|
|
|
Download the Partner Toolkit to access discounted media rates.
|
|
NEW Additional Industry Media Discounts – Spring Campaign
|
Running from March 8-May 27, Destination BC’s domestic spring campaign is in full swing to urge BC and Alberta residents to plan and book a spring trip in BC, while reconnecting with loved ones and doing something unforgettable, together. To further support BC’s tourism industry throughout the campaign, we are offering discounted media rates – including a new offer from Vista Radio – for tourism partners across the province. Details on these and more information on ways to get involved can be found in the Partner Toolkit.
|
|
|
|
Emergency Preparedness Resources
|
Wondering how your business can best prepare for this year’s spring freshet and wildfire season? Destination BC has a number of resources to help BC’s tourism industry during an emergency, and in preparedness measures, including emergency messaging guidance. Key information sources and other important industry resources are available on our corporate website. Visit here, for more information on emergency preparedness steps and to download the guides for flood and wildfire preparedness.
|
|
Visit Destination BC's website to access emergency messaging guidance, the PreparedBC Guide & Emergency Plan for Tourism Operators (Destination BC/Kari Medig).
|
|
|
|
Read more to learn about these incredible award winners and their achievements!
|
|
Local Tourism Businesses & Employees Win Industry Awards at Vancouver Island Tourism Conference
|
The winners of the 2022 Vancouver Island Tourism Conference Industry Awards were recently announced at the gala held at the Delta Victoria Ocean Pointe Resort. A warm congratulations to the following five award winners for their resilience, dedication and innovation. Well done!
1. Resilient Business of the Year: Kaatza Station Museum
2. Employer of the Year: Oak Bay Beach Hotel
3. Employee of the Year: Josh Brown, Black Rock Oceanfront Resort
4. Social Responsibility: Victoria Airport Authority
5. People’s Choice: Malahat SkyWalk
|
|
|
|
|
|
|
58% of BC residents feel comfortable travelling via airplane, the highest point since May 2020
|
Destination BC’s latest Resident Perception report shows that 58% of BC residents feel comfortable travelling on an airplane for non-essential travel, the highest point since tracking began in May 2020.
|
|
This report is released every month to track BC Residents' tourism opinions and intentions, and watch how results trend over time.
|
|
|
|
This report summarizes the various research findings from Destination BC, suppliers, other tourism agencies and associations.
|
|
BC’s occupancy rate (60%) increased +21 points compared to 2021
|
Destination BC’s latest Research Roundup report shows that BC’s occupancy rate (60%) increased +21 points compared to the same period in 2021.
|
|
|
|
Tourism Industry Dashboard: Year in Review
|
Full 2021 data is now available on our Tourism Industry Dashboard, which includes key tourism statistics such as international visitor arrivals data, provincial room revenue, commercial restaurant receipts, provincial and regional occupancy rates and average daily room rates, and more.
|
|
This dashboard is best viewed on a desktop device.
|
|
|
|
FIFA will announce the host cities in the coming weeks. Stay tuned! (Destination Vancouver/BC Place)
|
|
Vancouver Confirmed as Candidate for FIFA World Cup 2026
|
FIFA has confirmed Vancouver, British Columbia, as a candidate host city for the FIFA World Cup 2026. Hosting the event would be a once-in-a-generation opportunity for soccer fans, for BC's tourism sector and for all British Columbians. Destination BC and BC Stats estimated hosting would bring in more than $1 billion in new revenue for BC’s tourism sector during and in the five years that follow the event, and there are tremendous benefits for individuals and communities alike.
|
|
|
|
BC Wins 2025 Bid for Invictus Games in Vancouver and Whistler
|
The Duke of Sussex, Patron of the Invictus Games Foundation, announced last week that the bid for the Invictus Games 2025 has been awarded to Vancouver and Whistler, in partnership with the True Patriot Love Foundation. These Games will be the first to incorporate winter adaptive sports, in addition to some of the core sports from previous Invictus Games. True Patriot Love is partnering with the Government of Canada, the Government of British Columbia and First Nations in Vancouver and Whistler to ensure the Invictus Games 2025 will be the most innovative and accessible Games to-date.
|
|
In February 2025, the Invictus Games will bring together over 500 competitors from 20 nations to compete in adaptive sports.
|
|
|
|
Read more to find out how these grants will be used to support recovery efforts (Destination BC/Dannielle Hayes).
|
|
Flood-Affected Communities Benefit from Recovery Funding
|
Ten BC communities severely affected by the November 2021 floods are receiving $53.6 million in provincial funding to support recovery work and get people back into their communities. This funding is in addition to more than $2.1 billion that Budget 2022 provides to help people recover from last year’s floods and wildfires, and to better protect communities against future climate disasters.
|
|
|
|
Download Budget 2022 and read the section on Support for Canada’s Tourism Sector.
|
|
Government of Canada Releases Budget 2022
|
Earlier in April, the Government of Canada released Budget 2022: A Plan to Grow Our Economy and Make Life More Affordable. The new budget outlines a plan for targeted and responsible investments to create jobs and prosperity, and build a stronger economic future for all Canadians. Budget 2022 included several pieces that will benefit Canada’s tourism industry directly, including plans for developing new tourism policy, funding for Indigenous Tourism growth and Trans-Canada Trails investment.
|
|
|
|
Canada’s Border Measures Evolving
|
Canada Border Services Agency (CBSA) continues to update its pre-entry requirements. As of April 1, pre-entry tests are no longer required for fully vaccinated travellers entering Canada by land, air, or water. Click here for more information on the latest updates.
|
|
Continue to stay up-to-date with the latest border measures and know before you go.
|
|
|
|
Our Learning Centre provides access to resources and tools, best practices, workshops, and training programs for BC’s tourism industry.
|
Pinterest is a social media platform where users explore, store, and collect visual content, and it can be a strong platform for tourism businesses to share inspiring, resourceful, and educational ideas. This article will walk through the main ways to start using Pinterest so you can get started!
|
|
Visit the Learning Centre to learn why Pinterest can be a strong platform for tourism businesses to share inspiring & resourceful ideas (Unsplash).
|
|
|
|
|
|
|
|
|
4VI is a social enterprise in support of a sustainable future for Vancouver Island.
|
|
Tourism Vancouver Island Makes Industry-Leading Transition to 4VI
|
At the recent Vancouver Island Tourism Conference, Tourism Vancouver Island announced it will forge a new path forward coming out of the pandemic by transitioning from a destination management organization (a traditional business model in the tourism industry) to a social enterprise called 4VI, a business created to ensure that travel is a force for good for Vancouver Island – forever. 4VI will support four pillars of social responsibility, including: communities, businesses, culture and environment.
|
|
|
|
BC Trails Day Small Grants Fund Now Open!
|
The Outdoor Recreation Council of BC (ORCBC) has announced that the BC Trails Day Community Small Grants are back. With support from RC Strategies, ORCBC offers a limited number of small grants of up to $500 each to help outdoor organizations organize community-based BC Trails Day events. The funds can help pay for a variety of expenses to create a fantastic BC Trails Day event experience. The application deadline is Monday, May 9, 2022.
|
|
Apply for a small grant before May 9, 2022.
|
|
|
|
|
The airline will add two more aircraft to its fleet in the coming months, allowing further network expansion leading up to summer (Vancouver Airport Authority).
|
|
Ultra-Affordable Lynx Air Takes Off
|
Canada's new ultra-affordable airline, Lynx Air, took to the skies on April 7 with its inaugural flight from Calgary to Vancouver. Lynx operates a fleet of three brand-new Boeing 737 aircraft and will ramp up quickly over the coming weeks. The airline's next destination will be to Toronto on Monday April 11. It will add Kelowna to its network starting April 15, Winnipeg starting April 19 and Victoria starting May 12.
|
|
|
|
TravelBritishColumbia.com Improves
Listing Search Choices
|
Travel British Columbia.com has recently updated the listing search on their site. You can now search by amenities and toggle to a map view as well as see updated lodging, camping and RVing listing pages. There is also a Reserve Now box that features the property’s Visit Website button, Email and, if they have online reservations, a Book Now button.
|
|
They have improved the search speed and page loading for ease of information and reservations.
|
|
|
|
Upcoming Webinars from Small Business BC
|
Small Business BC provides practical business webinars and online education to develop business skills and strategy.
|
|
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' (Apr 27) and 'Marketing for Small Business' (May 13). To access the webinars free of charge, register online using coupon code DBC3034.
|
|
|
|
|
ITAC is committed to ensuring the Indigenous tourism industry’s long-term sustainability and its healthy and prosperous recovery.
|
|
The Indigenous Tourism Association of Canada Announces its 2022-2023 Action Plan
|
The Indigenous Tourism Association of Canada (ITAC) launched their 2022-23 Action Plan for the continued resurgence of Indigenous tourism across Canada. ITAC’s 2022-23 Action Plan supports the sustainable restoration of Indigenous tourism in Canada as the sector leader to support annual growth in jobs, marketing, GDP contributions and the creation of new Indigenous tourism businesses.
|
|
|
|
|
National Tourism Week 2022
|
Tourism Week in Canada is back again from May 29-June 4, 2022, and the Tourism Industry Association of Canada (TIAC) is recognizing the importance of the industry and the resilience of its workers by calling on all Canadians to TRAVEL NOW - for work, life, and play! TIAC is asking for your support to champion local tourism destinations, businesses, and employees by lighting up your business in Tourism Week’s “Glowing Green” (colour hex code: #8BC53F) all week long.
|
|
Share pictures on social media and don’t forget to use the hashtags #GreenMeansGo and #TourismWeekCanada2022.
|
|
|
|
Register for this free information session!
|
|
Hiring with EDI in Mind: A Webinar & Resources
|
Is your organization striving for a broader understanding of equity, diversity, and inclusion (EDI) and how hiring in general can support your goals? Join Talent MATCH and Talent 4 Non-Profits on Tuesday, April 26th at 3:00pm (PST) for a webinar via Zoom as they welcome Akanksha Thakur (she/her), the Project Lead for ACE-WIL’s EDI Resource Hub and the EDI Program Manager at TransLink. The session will highlight the barriers that employers and student-employees face, and the resources available in response—including tips on inclusive job postings, interviewing, information on accessibility, and more.
|
|
|
|
|
|
|
|
Destination BC COVID-19 Communications
|
|
Here's how to stay connected on the latest from Destination BC:
|
|
|
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.
|
|
|
|
|
|
|
|
|
|
|
|