Our long-term aspiration to become the most compelling destination in the world, bringing people, culture, and nature closer together is central to every decision we make. It guides our brand, shapes our destination development priorities, and supports our role as a steward of BC’s visitor economy.
Our strategy will ensure that people living in British Columbia benefit economically, socially, culturally, and environmentally from tourism. It reflects our commitment to meaningful reconciliation with Indigenous Peoples, and it reinforces the need for responsible travel that protects the places we promote.
