With the arrival of the holidays, it is natural to reflect on 2023 and contemplate what lies ahead. British Columbia’s tourism industry received 30% more international overnight visitors in 2023 compared to 2022 (from January to September 2023), highlighting how we are on a strong path forward, thanks to the incredible efforts of industry partners, tourism businesses, regions, and communities.
While we have every reason to be encouraged and optimistic for 2024, this year also presented many challenges, including a destructive fire season and higher costs of living. However, through these and other obstacles, BC’s tourism industry has and will continue to support each other and work tirelessly to build a better future.
Destination BC’s team had a busy year, supporting the launch of our new corporate strategy, aligning with our purpose to improve the quality of life for all people living in British Columbia, through tourism, and share the transformative power of BC’s experiences with the world, in a socially, culturally, environmentally, and economically sustainable way. This acknowledges that stewardship of the industry is rooted in principles of diversity, inclusivity, reconciliation and partnership. Tourism has a bright future in BC, and through this strategy, and into the next 10 years, we will build on our sustainable, competitive advantage of a collaborative tourism ecosystem that is so hard for other destinations to imitate.
In addition to our corporate strategy, we also shared our Diversity, Equity, Inclusion and Accessibility (DEIA) Strategy. Working with subject matter experts on the creation of this people-focused approach, the long-term plan acts as our foundation towards becoming a more equitable and inclusive organization, and inspiring change across the tourism industry, through creating a culture of belonging, barrier free and inclusive policies, processes and programs, and inclusive and accessible tourism products and experiences.
To support reconciliation with Indigenous peoples, we also worked closely with Indigenous Tourism BC (ITBC) on many projects, including on a partnership and commitment to centering Indigenous values, voices, and businesses in our marketing, as well as providing more than $350,000 in funding to 33 community Visitor Centres across the province through the Indigenous Learning & Projects Grant for Visitor Services. The second season of the Illahee Indigenous storytelling video series also launched in partnership with ITBC. Through our destination management work, we supported First Nations communities across the province with their destination development and tourism planning initiatives, and approximately 20 Indigenous communities, nations, or nation-owned business are contributing or participating in the Co-operative Marketing Partnership Program this year. Internally, our team finalized a truth & reconciliation plan, delivered training to staff and partners, and more.
After the devasting fires through the summer months, we launched a marketing campaign aimed at British Columbians and travelers from Alberta and Washington State, urging people to explore the province, especially in affected regions, through inspirational messages and stories of resilience.
Closing out the year, we saw the fruition of years of work through the launch of the first Iconic brand from the Invest in Iconics strategy—Rainforest to Rockies. Our Invest in Iconics Strategy is a long-term approach to responsibly increase the benefits of tourism throughout British Columbia through the integration of Place Branding and Destination Development to competitively differentiate BC on the world stage. We will continue to work with our partners to develop and launch the remaining Iconic brands in 2024 and beyond.
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 2024!
- Richard Porges, President & CEO, Destination BC
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