Strategic Approach

Our Strategic Approach

Destination BC, a provincial Crown corporation, leads the marketing of British Columbia as a tourist destination and promotes the development and growth of the provincial tourism industry.

We are focused on attracting overnight visitors to the province, by promoting our Super, Natural British Columbia® brand to the world, and increasing tourism revenues by supporting industry in the development and delivery of remarkable experiences.

To ensure British Columbia reaches its full potential as a tourism destination, Destination BC applies a strategic approach that follows key goals outlined in four strategies including our Corporate Strategy, Marketing Strategy, Invest in Iconics Strategy, and Diversity, Equity, Inclusion, and Accessibility (DEIA) Strategy.