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Directions: News from Destination BC
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A group exploring the snowshoe trail at Grouse Mountain Resort (Destination Vancouver/Kindred & Scout).
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A holiday message from Destination BC
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With the arrival of the holidays, it is natural to reflect on 2022 and contemplate what lies ahead. And we see an industry that stands united as we rapidly travel beyond the global pandemic and build momentum for a better future. This year, we experienced many opportunities for reconnection, recovery, and for charting a better path for the future, together. British Columbia’s tourism industry recovered far more quickly than even the most optimistic of us expected, reaching about 85% of 2019’s record industry revenue level by year-end. This highlights that we are on a strong path forward that’s being led and supported by the incredible efforts of industry, tourism business, communities, and British Columbians. While we have every reason to be encouraged and optimistic for 2023, this year has also presented new challenges. And we know that many people around the world and in British Columbia are not as fortunate as we are and will have a very difficult holiday season. Our thoughts and support need to be with them at this time of need. Here in British Columbia some sectors and areas of the province are still in the earlier phases of recovery, many businesses continue to face labour shortages and supply chain challenges, and the province is still experiencing a considerable lack of affordable housing. Through these obstacles, tourism industry members have and will continue to support each other and work tirelessly to build a better future together.
The year brought renewed optimism for British Columbians and the tourism industry as COVID-19 restrictions were lifted, highways connecting the coast and interior were restored expeditiously, and Canadian entry measures were relaxed, making it easier for international travellers to visit BC. The tourism industry was able to reconnect in person at the 2022 BC Tourism & Hospitality Conference where we “Kickstarted the Comeback” by gathering to learn, tackle challenges, strengthen relationships, and work towards a better, more resilient, future together. As part of the StrongerBC Economic Plan, the Province launched a new three-year roadmap for rebuilding and revitalizing tourism and creating jobs and opportunities for people and communities in every part of the province. As the year progressed, Vancouver was confirmed as a host city for the FIFA World Cup 2026, building excitement for this once-in-a-generation opportunity for British Columbians and our tourism industry. And BC’s Tourism Emergency Management Committee released a new “BC Tourism Emergency Management Framework” to provide a unified structure and process to support tourism partners and visitors during emergencies.
The summer provided the opportunity for British Columbians to reconnect with friends, families, and loved ones while, in many areas, the tourism industry experienced record demand as visitors explored BC, once again. This fall our province began a new chapter with David Eby as the new Premier of British Columbia and, most recently, we welcomed Lana Popham as our new Minister of Tourism, Arts, Culture and Sport.
Destination BC’s year ended on an inspiring and uplifting note as our team attended Indigenous Tourism BC’s AGM. Together, we signed a document outlining Guiding Principles for how we will work together to continue to respect Indigenous Peoples, cultures, and lands in a mutually cooperative and collaborative relationship that promotes the tourism industry in ways that benefit Indigenous Peoples.
With transformation and change upon us, it’s opportune timing for us to collectively recalibrate our goals and consider how we can work together to deliver benefits for all British Columbians, through tourism. As we work towards the launch of our new corporate strategy, incorporating valuable feedback and perspectives from tourism industry partners, we will embrace connection and partnership as guiding principles and the foundation for reconnecting with the land and people in British Columbia.
Tourism has a bright future ahead, and we look forward to connecting with all of you during the journey ahead as we all continue to grow sustainable social, cultural, environmental, and economic benefits for British Columbians. This holiday season, we hope you have the opportunity to take pause, and reconnect with your family, friends, and loved ones. Happy Holidays and New Year to you and yours, from all of us at Destination BC. We look forward to seeing you in 2023!
- Richard Porges, President & CEO, Destination BC
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Visit our website and download the full report.
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BC’s Tourism Industry Plays an Important Role in the Economic Well-Being of 94% of British Columbians: Destination BC Releases Public Perceptions Survey
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We are excited to release the results of the 2022 Public Perceptions of Tourism survey. Launched in May 2022 to understand BC residents’ perspective on the impacts of tourism in our province, the survey shows that BC residents feel that the tourism industry plays an important role in the economic well-being of both the province (94%) as well as their individual communities (80%). A high proportion (79%) also agreed that tourism creates career opportunities, is an important investment in growing BC’s economy/communities (79%), and generates substantial tax revenues (78%). Looking at the tourism industry in the context of the BC economy, residents expect the largest contributors of new jobs and economic activity in their community locally and provincially during the next five years to be tourism and construction.
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Signing of Guiding Principles at Indigenous Tourism BC's AGM
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At Indigenous Tourism BC's (ITBC) AGM earlier this month, the Hon. Lisa Beare, former Minister of Tourism, Arts, Culture and Sport, signed a renewed Indigenous Tourism Accord to establish a common vision for the Province of BC and ITBC to agree to work together and improve economic opportunities for Indigenous Peoples. To achieve the goals of the renewed Indigenous Tourism Accord, we worked with ITBC to create and sign Guiding Principles to inform our continued collaborative partnership in supporting and shaping the tourism industry in BC now and for the future.
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The signing of the Guiding Principles re-affirms our shared commitment to a unified tourism industry in BC.
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Our entire team welcomes Mike and expresses gratitude for his support for our organization and BC’s tourism industry.
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New Board Member - Mike Riediger
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We are thrilled to welcome Mike Riediger to our Board of Directors! Mike brings over 20 years of experience within the BC Tourism sector, many of which have been spent helping small businesses and nonprofits in rural BC navigate marketing, PR, Strategic Planning and crisis management. Within his most recent role of CEO for the Kootenay Adaptive Sport Association, he has worked with partners across the globe to champion changes that drive opportunities for accessibility to nature and inclusive cycling in BC and beyond.
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'The BC Effect - Find Yourself' Marketing Campaign Wins Digital Marketing Award
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We are happy to share that the marketing initiative we developed in collaboration with Indigenous Tourism BC (ITBC), “The BC Effect – Find Yourself” campaign, has won the Digital Marketing Award category in Digital Tourism Think Tank’s (DTTT) 2022 X. Festival Awards! These awards recognize creativity, talent, and innovation in the tourism industry with the Digital Marketing Award dedicated to recognizing impactful, innovative, and uniquely engaging digital brand concepts. Developed in collaboration with ITBC, The BC Effect campaign features Indigenous storytellers and Indigenous values such as interconnectedness, reciprocity, gratitude, and stewardship, aiming to inspire visitors to embody these values to enrich their experiences while exploring beautiful BC.
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Showcasing BC’s visually stunning landscapes in an emotionally compelling way, the global campaign demonstrates the power of nature’s healing effects.
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We look forward to seeing these exciting new tourism experiences and offerings come to life!
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Congratulations Thompson Nicola 'Spark' Program Winners!
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Congratulations to the three finalists who made winning pitches for the Thompson Nicola “Spark” Program!
💡Maveric Northcott - Wells Gray Outfitters
💡Matt Sych - Dunn Folkin' Around? Music Festival
💡Daphne Spencer - Nicola Valley Rodeo Association
Each winner was awarded a $3,000 seed grant and mentorship from Tourism Innovation Lab to help them get started with their new tourism ideas.
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Limited Space Available - Register for the Tourism Digital Academy Program in its Flexible New Format!
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New intakes for our Tourism Digital Academy are now open! Register for the free, eight-week digital marketing program for BC tourism businesses that want to build 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 will help build a better understanding of SEO, website usability, content, email marketing, and analytics.
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Click here for more information on eligibility and our new more flexible format.
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Visit our Career Opportunities webpage to learn more (Destination BC/Albert Normandin).
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We're Hiring - Join the Destination BC Team!
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We're actively hiring for two full-time permanent positions:
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Coordinator, People & Development: This position provides general human resource services to support our business operations and takes a lead role in recruitment, employee engagement activities, learning and development initiatives, and organization-wide performance reviews. Apply by Jan. 2, 2023!
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Coordinator, Destination Development: This role directly engages with communities, regions, industry and government partners to facilitate collaboration on destination development projects and is responsible for updating the program area's financial/administrative processes, coordinating meetings/workshops, and communicating on destination development initiatives to diverse internal and external audiences. Apply by Jan. 10, 2023!
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Updated Emergency Messaging Guidance Now Available
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Our team has updated the Emergency Messaging Guidance document for BC's tourism industry with seasonal information. The November 2022 document includes new fall/winter responsible travel infographics, and outlines official emergency information resources for BC, and suggested messaging, visuals, and actions for BC’s tourism industry during emergencies. It can help tourism businesses navigate questions, mitigate visitor concerns, and proactively manage perceptions during emergencies.
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Download the updated Emergency Messaging Guidance document and share the responsible travel infographics on your social channels!
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The REDIP Deadline for applications is Jan. 4, 2023 at 1:00 pm.
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Reminder - Rural Economic Diversification and Infrastructure Program Jan. 4 Application Deadline!
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The Rural Economic Diversification and Infrastructure Program (REDIP) is a new grant launched by the Ministry of Jobs, Economic Recovery and Innovation. The fund provides up to $33 million to support rural economic development projects that promote economic capacity building, economic diversification, resilience, clean economy opportunities, and infrastructure development. Additionally, REDIP supports economic recovery and transition in communities affected by impacts in the forest sector.
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Public Feedback Welcome on BC’s First Coastal Marine Strategy
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British Columbians are invited to provide input on BC’s first coastal marine strategy. The strategy is being developed in partnership with First Nations, whose historic knowledge and experience in coastal marine management will help inform long-term stewardship of BC’s diverse and unique marine ecosystems and habitats. People are being asked for feedback on an intentions paper that outlines the strategy’s goals and priorities. These include ensuring coastal areas remain healthy and resilient to climate change and can support community well-being and a sustainable ocean economy into the future.
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Public input on the coastal marine strategy opened Dec. 15, 2022, and closes April 14, 2023.
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The Initiative will continue to propel YVR towards their goal of becoming net zero by 2030 and the greenest airport in the world.
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Province Partners with YVR to Electrify, Reduce Emissions
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As part of the StrongerBC Economic Plan, a new Integrated Marketplace Initiative is kicking off with a pilot project that links Vancouver International Airport - YVR to BC clean-technology companies that can help electrify its operations to meet its net-zero by 2030 commitment and become the world’s greenest airport. This initiative will support YVR's goal of transitioning airfield vehicles and ground-handling equipment from diesel to electric power.
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This report monitors the current views of British Columbians on travel and tourism as well as tracks travel and tourism behaviour intentions in the context of COVID-19.
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More than 75% of BC Residents Comfortable with Air Travel
Destination BC’s latest Resident Perception report shows that 77% of BC residents are comfortable with taking an airplane for non-essential travel, the highest level for this indicator since the survey began
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Throughout the Thompson Okanagan and across BC’s Southern Interior, communities are ready to welcome visitors to enjoy new and improved public spaces and tourism experiences.
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Thompson Okanagan Communities Receive Over $5.5 Million in Funding to Revitalize Public Spaces and Enhance Tourism Experiences
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The Pacific Economic Development Agency of Canada (PacifiCan), announced over $5.5 million in PacifiCan funding for 23 projects throughout the Thompson Okanagan. Upgrading existing infrastructure and building new public assets means British Columbians will have better access to recreational programs and facilities; these projects will grow economic opportunities, create jobs, and improve community wellness.
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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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With over 300 Business Education webinars per year covering over 40 different business topics, SBBC is dedicated to helping you gain the business, financial, and digital literacy needed to develop your tourism business.
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Free Access to Small Business BC Webinars and Online Education
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We've partnered with Small Business BC (SBBC) to provide tourism stakeholders across the province with free access to SBBC’s webinars and online education to support COVID-19 recovery and help mitigate ongoing impacts.
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Indigenous tourism businesses that are Market Ready provide consistent quality, authentic, and safe guest experiences.
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ITAC Announces New Business Support Program
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The Indigenous Tourism Association of Canada (ITAC) has announced its new Business Support Program to help Indigenous tourism operators in Canada meet market readiness standards. Projects eligible for Business Support Program funding up to a maximum of $10,000 per Indigenous business must be completed by March 31, 2023 and include activities in one or more of the below categories:
✔Effective Community Engagement and Support
✔Excellence in Visitor Experience
✔Ensuring Health, Safety and Comfort
✔Practicing Sustainable Indigenous Tourism
✔Excellence in Marketing and Visitor Services
✔Demonstrating Business Acumen/Practices
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Share this opportunity, learn more about the award categories and submit a nomination before Dec. 22.
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Deadline Extension - 2023 BC Tourism & Hospitality Awards
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The 2023 BC Tourism & Hospitality Awards nomination deadline has been extended to Dec. 22, 2022! Submit a nomination for one of the following 9 categories:
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Indigenous Operator or Experience
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Sustainability
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Employees First
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Business Woman of the Year
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Innovation
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Community Contribution & Impact
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Professional Excellence
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Access and Inclusion
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Remarkable Experience
Know a deserving individual, organization or consortium operating in BC that has contributed to creating inclusive and welcoming experiences? Submit a nomination for those who are supporting diversity, equity, inclusion and accessibility in their operations, products, services, and experiences.
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Attract Local Visitors and Reach New Audiences by Celebrating BC Heritage Week!
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From February 20 - 26, 2023, Heritage BC invites you to plan something special to highlight your community’s heritage. Whether you work with culture, arts, history, nature and wildlife, parks, experiences, or run a business with a longstanding history in your community - Heritage Week is your opportunity to showcase the history that makes your community unique. Looking to create a Heritage Week plan that involves community participation? Submit it to the Heritage Week Events Calendar which Heritage BC will be promoting throughout February. During Heritage Week, use #bcheritageweek, download the Heritage Week graphics, and share how you’re celebrating.
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Got participation questions? Contact Heritage BC’s Program Coordinator, Nathalie, at [email protected].
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Destination Greater Victoria is Hiring!
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Destination Greater Victoria is hiring a Travel Trade Specialist! The role is responsible for promoting and selling the Greater Victoria Region through travel trade channels and developing joint marketing agreements with tour operators and priority partners. Visit Destination Greater Victoria's website and learn more about this opportunity.
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