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    • Regional, Community & Industry
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      • Industry Partners
      • Community Partners
      • Indigenous Tourism
    • Vancouver, Coast & Mountains Tourism Region
      • Industry Support Areas
      • Meet the Team
      • Events
      • Regional Maps
      • Stay Connected
    • Corporate Documents
    • The Value of Tourism
  • What We Do
    • Overview
    • BC’s Destination Brand
      • Tools and Image Bank
    • Marketing
      • Consumer Marketing
      • Content Marketing
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      • Travel Trade
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      • Our Markets
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      • Destination Development
      • Planning Area Look Up Tool
      • Emergency Preparedness
      • Industry Development
      • Visitor Services
      • BC Tourism Climate Resiliency Initiative
    • Funding Sources
      • Co-op Marketing
      • Municipal & Regional District Tax Program (MRDT)
      • External Funding Sources
  • Strategic Approach
    • Overview
    • Corporate Strategy
      • Our 2023-2025 Corporate Strategy
      • Engagement and Input
      • Connecting Respectful Growth of Indigenous Tourism to Truth and Reconciliation
      • Where We Will Focus
      • How We Will Succeed: Our Strategic Levers
      • Summary of Key Strategic Shifts
      • Alignment to Government Strategies
    • Marketing Strategy
    • Invest in Iconics Strategy
      • Strategy Overview
      • Timelines and Engagement
      • Destination Development
      • Place Branding
      • Rainforest to Rockies
      • The Great Wilderness
      • Frequently Asked Questions
    • Diversity, Equity, Inclusion, and Accessibility
    • Truth and Reconciliation
  • Learning Centre
    • Overview
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Strategic Approach

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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.

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Corporate Strategy

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Marketing Strategy

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Invest in Iconics Strategy

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Diversity, Equity, Inclusion, and Accessibility

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Truth and Reconciliation

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