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Directions: News from Destination BC
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Salmon in the Adams River. Photo credit: Destination BC/Josh Humbert.
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In 2023/2024, the Route 16 campaign promoting motorcycle travel along that road received fundiung. Photo credit: Destination BC/Jongsun Park.
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Co-operative Marketing Partnerships Program Applications Now Open
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The application intake for Destination BC Co-operative Marketing Partnerships Program (Co-op Program), for the 2024/25 fiscal year, is now officially open. The deadline for applications is November 26, 2023, at 11:59 PM PST. Applications received after this date will not be accepted or considered for funding. Key changes for 2024/25 include: competitive application scoring, the inclusion of funding for visitor education marketing, increased and improved communication throughout the year, updated and improved program guidelines, and a strengthened strategic partnership model.
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Fall Familiarization Trip from China
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In collaboration with Destination Canada and Air Canada, Destination BC recently organized the first post-pandemic travel trade familiarization (FAM) group trip, visiting BC October 17-24, 2023. The group, consisting of six luxury travel tour operators and three in-market escorts, visited Vancouver, Whistler, Victoria and Richmond, focusing on fall experiences and high-end hotel site inspections. All the hosted guests were business owners and decision makers, and for most of them, it was their first time to Canada. The trip paves the way for future high-end product development for British Columbia. The FAM activity was also aligned with Destination Canada and Destination BC’s in-market strategy targeting responsible travelers.
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The familiarization group in Victoria.
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This session will also help attendees understand their organization’s role during an emergency or crisis within BC’s Tourism Emergency Management Framework.
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Register for Crisis Communication Training
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Is your organization prepared for the next emergency or crisis? Tailored for leaders of Destination Management or Marketing Organizations, Visitor Centres, and Provincial Experience Sector Associations, this two-day virtual training workshop taking place on November 21 and 23, 2023 aims to equip you with the knowledge and tools to build or update a robust crisis communication plan for quick response in crises. Please review the eligibility criteria here before registering.
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Updated Emergency Messaging Guidance Available
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As the seasons and weather systems shift, we’ve updated our Emergency Messaging Guidance for industry. The document outlines official emergency information resources for British Columbia, as well as 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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The guidance includes communications modules and graphics. Photo credit: Destination BC/Kari Medig.
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Including a diverse range of identities and experiences on this committee supports the development and improvement of accessible tourism products, services, and activities. Photo credit: Destination BC/Kari Medig.
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First Destination BC Accessibility and Inclusion Committee Meeting
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On October 30, 2023, Destination BC hosted its first Accessibility and Inclusion Committee (AIC) meeting. The formation of this committee is one of Destination BC’s legislative requirements under the Accessible BC Act. The AIC supports the meaningful implementation of the Act and Regulation, and supports Destination BC’s goal of identifying, removing, and preventing barriers for Destination BC employees and those interacting with the organization. The AIC also supports Destination BC’s ongoing commitment to Diversity, Equity, Inclusion, and Accessibility, including advising on Destination BC’s programs and policies pertaining to accessibility and inclusivity, as well as supporting ways to strengthen partnerships with leading accessibility and inclusivity sector groups and associations.
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Influx of Tourists for 111th Grey Cup Will Bolster BC’s Economy
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To support the 111th Grey Cup in Vancouver, the Province of British Columbia is providing $3.5 million for a six-day fan festival and to create legacy projects that will benefit the tourism sector and local communities. The free six-day 2024 Grey Cup Festival will include a full schedule of activities and entertainment for locals, visitors and sports fans of all ages, helping attract visitors to the province for the 111th Grey Cup and boosting the tourism economy.
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'Hosting the Grey Cup presents an extraordinary chance to showcase British Columbia in a way that greatly benefits our sport and tourism sectors,” said Lana Popham, Minister of Tourism, Arts, Culture and Sport. Photo credit: Province of British Columbia.
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It’s anticipated that more than 240 Indigenous tourism businesses will benefit from the Indigenous Tourism Training Initiative, including 45 communities and more than 1,400 people. Photo credit: Government of British Columbia.
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Indigenous Tourism Will Benefit from Workforce Funding and Training
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This fall, employers and people working in the Indigenous tourism sector will be able to grow their skills and education through new programs designed to develop careers and strengthen the sector. Led by Indigenous Tourism BC (ITBC), the $6-million Indigenous Tourism Training Initiative will support current and aspiring Indigenous tourism workers and employers by providing Indigenous-led and culturally focused training and educational opportunities that help attract and retain Indigenous tourism talent.
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People in Northwestern BC Invited to Corridor-Planning Survey
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Residents in BC’s northwestern communities are invited to share their thoughts on the future of two northern highways through a survey that will inform ongoing planning for the corridors. Highways 37 and 37A are important routes that connect people and businesses in the region with the goods, services and transportation links they need. The Ministry of Transportation and Infrastructure is studying the long-term transportation needs of northwestern communities and businesses that rely on these corridors and is seeking public input.
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The survey will be open to all residents until November 24, 2023. Photo credit: Destination British Columbia.
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This Major Events MRDT program applies to municipalities, regional districts, and eligible entities. Photo credit: BC Ale Trail.
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Additional Major Events Municipal and Regional District Tax (MRDT) Consultation
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A new Major Events Municipal and Regional District Tax (MRDT) of up to 2.5% on short-term accommodation sales may be available to communities. The purpose of this tax is to help cover the cost of planning, staging and hosting eligible major international tourism events that generate significant international visitation and help bolster provincial tourism and the economy.
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More Infrastructure Support Creates Resilient Tourism Sector and Communities
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Thirty-one new infrastructure tourism projects will help enhance visitor experiences and create vibrant communities throughout the province. The Destination Development Fund supports tourism businesses by developing and rejuvenating tourism infrastructure. The 31 new recipients will receive nearly $15 million in 2023-24 with one-time grants. Since 2021, more than $60 million has been provided through the Destination Development Fund helping rebuild tourism revenues to 2019 levels and strengthening a year-round visitor economy for people in BC and for those who work in the tourism sector.
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Led by Destination BC, the initiative will develop climate preparedness and adaptation strategies and action plans to mitigate climate risks. Photo credit: Government of British Columbia.
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Travellers spend approximately $174 million annually, generating $268 million in economic output and $155 million in provincial gross domestic product (GDP). Photo credit: Government of British Columbia.
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First Phase of Procurement Underway for Belleville Terminal Redevelopment Project
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The travelling experience of ferry passengers between Victoria and Washington state will be improved by the Belleville Terminal Redevelopment Project, which will deliver a new, secure, state-of-the-art, pre-clearance terminal for passengers and goods. A request for qualifications (RFQ) has been issued for the design and construction of this new terminal.
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Sea to Sky Communities Receive Over $1.9 Million to Revitalize Public Spaces and Enhance Tourism Experiences
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On October 27, Patrick Weiler, Member of Parliament for West Vancouver—Sunshine Coast—Sea to Sky Country, announced over $1.9 million in PacifiCan funding for 11 projects in British Columbia’s Sea to Sky country. This includes almost $1.4 million for four projects through the Canada Community Revitalization Fund and over $500,000 for seven projects through the Tourism Relief Fund. Communities benefiting from this funding include Whistler, Squamish, Brackendale, Pemberton and Sloquet Hot Springs.
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KIND Yoga Incorporated received $25,526 through the Tourism Relief Fund to establish a studio and create a year-round yoga experience. Photo credit: Government of Canada.
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Projects like these help communities and businesses in British Columbia welcome visitors from near and far, improve community wellbeing, create jobs, and grow the local economy.
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City of Coquitlam Receives $750,000 to Upgrade the Lake Loop Trail in Town Centre Park
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On October 24, Ron McKinnon, Member of Parliament for Coquitlam-Port Coquitlam, announced $750,000 in funding through PacifiCan’s Canada Community Revitalization Fund for the City of Coquitlam. This funding allowed the City of Coquitlam to make upgrades to the Lake Loop Trail in Town Centre Park. Project activities include widening and paving the pathway, updating lighting and landscaping, and installing benches to make the trail safer and more accessible. The revitalized community park will accommodate more visitors and special events and enhance the overall park experience.
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Visit our Research webpage for data on resident perceptions of tourism, industry performance, market research, and more.
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2022 Public Perceptions of BC's Tourism Industry
The 2022 Public Perceptions of BC's Tourism Industry report contains feedback from British Columbians on their openness to tourism, perceived industry importance, importance of tourism to the economy, perceptions on the economic impact of tourism, perceived socio-cultural impacts of tourism, perceived environmental impacts of tourism, and more.
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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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Small Business BC hosts more than 300 business education webinars per year covering over 40 different business topics.
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Free Business Education Opportunities with Small Business BC
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Destination BC has partnered with Small Business BC to provide tourism industry members across the province with free access to Small Business BC’s webinars and online education. There is no charge to tourism partners. Services are delivered online, by phone, email, webinar or in person (if available). To access these resources completely free of charge, please register online via the links below using coupon code DBC3034. Upcoming sessions include: How to Drive More Traffic to Your Website (November 22, 2023) and Digital Marketing Tips for 2024 (January 19, 2024).
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Securing Small Business Rebate
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Recognizing the increased costs to businesses due to property crime and vandalism in rural and urban communities across the province, the Ministry of Jobs, Economic Development and Innovation has launched its $10.5 million Securing Small Business Rebate Program, which will provide small businesses with funds for eligible commercial property crime and vandalism repairs, or to implement eligible preventative measures. The BC Chamber of Commerce will administer the rebate program. The program’s application portal will launch on November 22, 2023 and remain open until January 31, 2025.
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Rebate applications are retroactive to January 1, 2023, through December 31, 2024, and will be reviewed on a first-come-first-served basis.
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2023 Tourism Industry Association of Canada's Tourism Congress
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The 2023 edition of the Tourism Industry Association of Canada's (TIAC) Tourism Congress takes place in Ottawa on November 21 and 22. The event brings together industry leaders and peers from across the country and includes innovative programming with motivational speakers and expert panellists and a balance of networking and gathering opportunities.
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The two-day event concludes with an evening of celebration at TIAC's Canadian Tourism Awards.
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This session will be hosted via Zoom.
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go2HR Presents Unconscious Bias to Conscious Inclusion Workshop
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On November 29, go2HR is hosting a one hour Equity, Diversity and Inclusion (EDI) workshop on Unconscious Bias to Conscious Inclusion with EDI expert, Kristin Bower. Participants will build a framework for a more inclusive and equitable workplace. In this session, participants will also explore the business case for equity, diversity and inclusion, identify unconscious bias, examine culture and privilege, and learn bias mitigation.
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Destination Canada Presents Innovations in Rural Destination Development
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On November 29, Destination Canada is hosting Destination Dialogues: Innovations in Rural Destination Development, a free online event that aims to inspire, inform, and strengthen destination development in rural Canadian contexts. Designed to foster innovation, this 90-minute gathering provides attendees with a unique opportunity to gather insights and inspiration into destination development and regenerative approaches across Canada and the world, while engaging with a diverse group of industry peers.
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Keynote speaker Graham Sherman runs Tool Shed Brewing Company.
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This annual event converges hundreds of tourism industry delegates and leaders.
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BC Tourism Industry Conference 2024
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The Tourism Industry Association of BC (TIABC) proudly presents the 2024 BC Tourism Industry Conference to engage tourism partners and to provide tools for growth and development in the BC tourism sector. The conference will run March 6-7, 2024 at the Victoria Conference Centre in Victoria, BC.
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