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Vancouver, Coast & Mountains
March 2026 Newsletter
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Cherry blossoms in Vancouver. (Destination Vancouver/Vision Event Photography Inc.)
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Aligning with Destination BC’s Iconic Brands
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Last week, Destination BC introduced new tools to help industry partners engage with the iconic destination brands. For those based in the Vancouver, Coast & Mountains region, these tools can help you amplify your reach by leveraging Destination BC’s global presence.
Learn about the brands, integrate them into your marketing, and improve your ROI through strategic partnerships.
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Plug into BC-wide marketing with new, ready-to-use tools.
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The strategy's long-term ambition is to sustainably double tourism revenues to $48 billion by 2036.
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A Strategic Vision for BC’s Tourism Future
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Destination BC has released its 2026–2028 Corporate Strategy: Focused Growth, Lasting Impact. This roadmap sets a clear direction for tourism across the province.
There are two primary goals:
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Grow tourism in all parts of BC during peak and off-peak seasons.
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Increase the benefits of tourism for people living in BC.
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2026 Marketing Plan & 2026–2028 Marketing Strategy
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Following the release of the Corporate Strategy, Destination BC has made available its 2026–2028 Global Marketing Strategy and 2026 Annual Marketing Plan to industry partners.
These proprietary documents provide a tactical roadmap for attracting high-value travellers, including Outdoor Explorers and Refined Globetrotters, from priority international markets.
To obtain a copy of the marketing plan and/or the three-year marketing strategy, please email [email protected]
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With the launch of Destination BC’s new marketing plan and strategy, there are many ways for industry partners to get involved.
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Tourism is one of British Columbia’s most
dynamic and resilient sectors.
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Strengthening BC’s Economic Future: The Tourism Sector Action Plan
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Following a recent provincial announcement, industry partners are encouraged to review the BC Government's Look West plan and its accompanying Tourism Sector Action Plan. This five-point roadmap establishes a bold foundation to double tourism revenues by 2036 while strengthening British Columbia’s globally competitive position.
These plans emphasize tourism’s central role in diversifying markets and local economies, while fueling growth and attracting new investment.
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VCM Travel Trade and Travel Media Update
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Last week, Destination BC and VCM partnered to host a travel trade familiarization tour to Squamish.
Ten Lower Mainland-based receptive tour operators (RTOs) visited Britannia Village, Squamish Canyon, Sp'akw'us Feather Park, House of Lager Brewing Company, Downtown Squamish, Sandman Hotel & Suites Squamish, and Cheakamus Centre, and met with Tourism Squamish.
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The group enjoyed the Squamish Canyon, which proved to be spectacular in any weather.
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By leveraging the regional proximity of these RTOs, VCM can host high-impact, one-day tours that showcase new products without requiring extensive travel time. Despite the atmospheric river, the group fully embraced the “rain” in the Rainforest to Rockies experience!
For more information about VCM’s travel media relations and travel trade activities, or to share story ideas and new product updates, contact [email protected].
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ITBC’s Paula Amos announces new agreements with Fairmont Vancouver Airport and The Fairmont Waterfront.
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Strengthening Ties: ITBC Partners with Fairmont Hotels in Vancouver
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Indigenous Tourism BC (ITBC) has finalized new collaborative marketing agreements with Fairmont Vancouver Airport and The Fairmont Waterfront. These partnerships represent joint commitments to lead together to create opportunities for Indigenous success in the tourism industry.
Paula Amos, Chief Marketing and Development Officer at ITBC, noted these collaborations represent a meaningful step in strengthening relationships and highlighting Indigenous identity across the province. “These partnerships reflect our shared commitment to reconciliation through tourism by visitors who are seeking deeper experiences,” said Amos.
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Advancing Reconciliation Through Action: Join the Indigenous Tourism Conference
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The Indigenous Tourism Conference in Cache Creek is fast approaching. Held April 21-23, the Indigenous-led gathering is co-hosted by Bonaparte First Nation and Indigenous Economic Pathways.
This is an opportunity for organizations looking to move beyond dialogue and into real partnerships that support economic growth and reconciliation.
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The conference theme is Sharing our Stories: Strengthening Local Economies Through Culture and Connection.
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What to expect:
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Strategic engagement: Connect directly with First Nations leadership and development corporations.
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Project exposure: Learn about emerging tourism projects and partnership opportunities.
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Direct networking: Build relationships with Indigenous entrepreneurs, community planners, and operators.
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Collaborative growth: Help shape the next phase of Indigenous tourism growth in BC.
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Sto:lo Nation elder Eddie Garner stands before newly installed signage at St’óqweleqw (Gill Bar). (Tourism Ch’illiwack)
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St’óqweleqw: A New Chapter for Indigenous Stewardship
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The restoration of St’óqweleqw (Gill Bar) on the Stó:lō (Fraser River) marks a transformative milestone for Indigenous stewardship in Ts’elxwéyeqw (Chilliwack). Led by the Pelólxw Tribe and their partners, this collaborative project is transforming a once-impacted recreation site into a thriving habitat for salmon and sturgeon.
A recent on-site celebration brought together partners such as Tourism Ch’illiwack, community members, and local leaders. This effort also speaks to the Experience the Fraser vision, where tourism is rooted in cultural respect and a meaningful relationship with the river.
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Musqueam Indian Band and Canada Sign Historic Agreements Recognizing Rights, Stewardship, and Fisheries
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The Musqueam Indian Band and the Government of Canada have signed three landmark agreements that recognize and strengthen Musqueam’s Aboriginal rights and roles in fisheries, stewardship, and marine emergency management.
“Our Musqueam community celebrates these historic agreements as a step forward in our path to Reconciliation,” said Chief Wayne Sparrow from the Musqueam Indian Band.
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The agreements support Musqueam efforts that provide for the long-term environmental health of their traditional territory. (Musqueam Indian Band website)
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“Musqueam knowledge of these waters runs deep, and this partnership means that knowledge is part of how we move forward together on stewardship and fisheries management in Musqueam territory,” said The Honourable Joanne Thompson, Minister of Fisheries. “That's how we protect these fisheries for the generations that come after us.”
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Congratulations to the Outdoor Recreation Fund recipients. See the full list here. (Destination BC/Reuben Krabbe)
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Outdoor Recreation Council of BC Awards $335,054 to Support 47 projects across BC
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The Outdoor Recreation Council of BC (ORCBC) have announced the recipients of the third grant intake for the Outdoor Recreation Fund. A total of $335,054 will support 47 projects across the province.
In the Vancouver, Coast & Mountains tourism region, 10 projects received funding to enhance trail infrastructure, improve accessibility, and expand inclusive outdoor programming.
Read the full list of recipients and project details on the ORCBC website.
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Emergency Preparedness Resources
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Are you looking for emergency resources? Whether you’re a tourism operator, sector association, or destination management organization, having clear, coordinated messaging ready during emergencies helps protect visitor safety and maintain confidence.
The Tourism Emergency Management Committee resources include:
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Templates, checklists, and planning tools
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Guidance for real-time response
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Trusted sources for up-to-date information
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Recommended mobile apps for frontline use
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Resources include seasonal graphics that can be downloaded and shared.
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The Public Notification and Evacuation Route Planning funding application deadline is April 24, 2026.
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Community Emergency Preparedness Fund
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The Community Emergency Preparedness Fund is a suite of funding streams designed to strengthen the resilience of local governments, First Nations, and communities—helping them respond to emergencies and reduce risks from future disasters linked to natural hazards and climate change.
Applications are currently open for the Public Notification and Evacuation Route Planning funding stream. The application deadline is April 24, 2026.
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Same Day Game Day: Connecting Regional Communities to FIFA World Cup 26™
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Destination BC has launched Same Day Game Day, a coordinated program designed to distribute the economic benefits of FIFA World Cup 26™. The initiative helps visitors attend matches at BC Place while staying in nearby communities within one to two hours of Vancouver.
By highlighting flexible stay options in destinations such as Squamish, Whistler, the Sunshine Coast, and Bowen Island, the program utilizes coordinated transportation—including ferries, seaplanes, and ground transit—to ensure seamless same-day travel.
Additional destinations and itineraries will be added in the lead-up to the tournament.
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The SBS World of Snacks crew eat their way around
Granville Island.
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SBS Australia Captures BC’s Culinary Scene
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Adam Liaw and the SBS World of Snacks crew recently visited Vancouver and Victoria to film host city and destination content in advance of FIFA World Cup 2026™.
Destination BC and Destination Vancouver partnered for this production, which combines culinary delights with standout tourism experiences.
SBS TV is the official FIFA World Cup 2026™ broadcaster in Australia, and everyone will be tuned in to watch their national football team, the Socceroos, playing their first match of the tournament in Vancouver.
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Destination Vancouver Launches Home Turf Toolkit
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Destination Vancouver has launched the Home Turf Toolkit—an easy-to-use visual branding package designed to help BC tourism businesses promote their World Cup-inspired events and activations.
It provides a flexible, compliant approach to marketing watch parties, themed experiences, and fan celebrations, and features customizable templates, graphics, and design assets that simplify the creation of promotional materials.
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Download the Home Turf Toolkit for support in marketing your World Cup events and activities.
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Reaching New Heights: The $25 Million Impact of Squamish Rock Climbing
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A landmark report from the Squamish Access Society reveals that rock climbing contributed $25.4 million in direct expenditures to the Squamish economy in 2025.
This first-of-its-kind economic impact analysis estimated 460,000 climber days in the community, generating a total provincial economic spinoff of $45 million. The study shows that visitors account for over 80% of climbing-related spending.
Beyond the financial figures, the research emphasizes the profound quality-of-life benefits for the area, with 99% of participants reporting that climbing contributes significantly to their physical and mental wellbeing.
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Climbing with Altus Mountain Guides in Squamish.
(Tourism Squamish/Explore Squamish)
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The Neurodiverse Explorer Packs for kids provide tools to help manage sensory input and encourage self-regulation.
(Tourism Squamish)
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Tourism Squamish Enhances Accessibility with New Initiatives
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Tourism Squamish has introduced two initiatives designed to support visitors with neurodivergent experiences and hidden disabilities:
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Neurodiverse Explorer Packs: Available for complimentary loans of up to two weeks at the Squamish Adventure Centre, these backpacks include pictures of Squamish attractions showing kids what to expect, as well as sensory tools such as noise-reducing headphones and fidget toys.
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Hidden Disabilities Sunflower Program: The Squamish Visitor Centre has officially adopted this globally recognized symbol. Staff are trained to identify the Sunflower and understand when to offer additional support to visitors with non-visible disabilities.
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Congratulations to the 2026 BC Tourism Industry Award Winners
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Congratulations to the VCM region winners of the 2026 BC Tourism Industry Awards! They include:
Congratulations to all the finalists and winners!
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Read the full list of finalists and winners here.
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Tourism New Westminster’s online shop is officially open for business.
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Tourism New Westminster Launches Online Merchandise Shop
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Tourism New Westminster has introduced an online shop that celebrates the spirit of the city.
Launched on March 6, the shop features high-quality apparel and accessories—including the iconic "I ♥ New West" mug.
The initiative serves as a strategic touchpoint for visitor engagement and a creative model for hyper-local destination branding. Shop online and pick up your purchases at the Anvil Centre.
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Tourism Whistler Launches “Dine Whistler” Brand
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Tourism Whistler has introduced Dine Whistler, a new brand that unifies the resort’s shoulder season dining offers under one identity. The initiative highlights spring and fall as great times to visit while supporting local restaurants. The program debuts with Dine Whistler: Spring Edition, with a fall edition planned for later in the year.
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Spring dining in Whistler. (Tourism Whistler/Justa Jeskova)
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If you have an event that you’d like to feature on that page for free, please review the Event Listings Guidelines for eligibility and instructions.
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