Focused Growth, Lasting Impact

A focused plan to grow tourism across British Columbia in more seasons and more places, while increasing benefits for people living in BC.

Summary

Tourism plays a vital role in improving the well-being of people living in British Columbia. It creates economic opportunity, good jobs, supports local businesses, strengthens communities, and builds meaningful connections between people, culture, and place.

Destination BC’s 2026–2028 Corporate Strategy will focus our efforts over the next three years to advance our long-term vision of doubling tourism revenues by 2036 and ensuring that the benefits of tourism are experienced in all parts of the province, throughout all times of the year.

Over the next three years, our efforts will focus on two main goals to achieve the $48 billion growth opportunity:​

1. Growing tourism in all parts of the province during peak and off-peak ​
2. Increasing benefits received by people living in BC from tourism.

Introduction

BC’s tourism landscape continues to evolve. Traveller expectations are changing, more communities are actively recognizing how tourism contributes to their residents’ quality of life, and global competition for responsible, high-contributing travellers is intensifying.  At the same time, new technologies and ways of engaging visitors present opportunities for British Columbia.

Over the past several years, the tourism industry has shown resilience, creativity, and a strong commitment to collaboration. Partners across the province have been clear about what is needed next:

• A strong and unified provincial brand,
• Targeted marketing and storytelling that support business generation,
• Deeper collaboration,
• Improved access to data and insights,
• Continued work on Indigenous partnerships and reconciliation, and
• Greater support for destination and experience development.

Our 2026–2028 Corporate Strategy builds on these foundations, including our long-standing collaboration with Indigenous Tourism BC, partnerships with Regional Destination Management Organizations, communities, and sectors, and the refreshed Super, Natural British Columbia® brand family.

We will tailor our approach to the unique needs and opportunities of each area in BC. We will support year-round travel in destinations that face seasonal pressures, while strengthening awareness, infrastructure, and experience development in high-potential rural areas and emerging places, where capacity exists.  This approach ensures that growth aligns with community readiness and long-term plans.

BC’s path to a $48 billion tourism economy by 2036 is anchored in our competitive advantages in the global marketplace and the power of the Super, Natural British Columbia® brand family—including the Iconic places and routes launched globally in 2025.

Economic growth is more than a statistic. It reflects real benefits for people and communities across British Columbia, supporting livelihoods, creating jobs, strengthening local businesses, and helping create a better future for generations—economically, socially, culturally and environmentally.

Our 2026–2028 Corporate Strategy advances and delivers against key priorities in the Action Plan, and provides the brand leadership, data intelligence, partner alignment, and experience development needed to deliver Provincial goals.

While the Action Plan outlines what BC must achieve and the policy and investment environment needed for growth, our strategy outlines how we will deliver for BC’s tourism sector, through:

1. Global brand leadership.
2. Demand generation to capture high-yield visitors.
3. Iconic-aligned experience development and investment attraction.
4. Collaboration and aligned efforts.
5. Data and insights.
6. Responsible and inclusive storytelling.