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  • Who We Are
    • The Power of Tourism
    • Overview
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    • Regional, Community & Industry
      Partners
      • Industry Partners
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      • Indigenous Tourism
    • Vancouver, Coast & Mountains
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  • What We Do
    • Overview
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      • Tools and Image Bank
    • Marketing
      • Consumer Marketing
      • Content Marketing
      • Social Media Marketing
      • Influencer Marketing
      • Travel Trade
      • Travel Media
      • Our Markets
    • Destination Management
      • Destination Development
      • Accessibility
      • Emergency Preparedness
      • Industry Development
      • Visitor Services
    • Funding Sources
      • Tourism Events Program
      • Co-op Marketing
      • Municipal & Regional District Tax
        Program (MRDT)
      • Other Funding Sources
  • Learning Centre
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    • Applying Insights
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    • Safety & Emergency Preparedness
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About Destination BC

A hiking trail on Boer Mountain in BC

Boer Mountain trails | Dave Silver

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Destination British Columbia (Destination BC) is a provincially funded, industry-led Crown corporation that supports a strong and competitive future for BC’s tourism industry through a combination of global marketing, destination development, industry learning, cooperative community-based programs, and visitor servicing. Destination BC receives approximately $52 million each year, out of a Provincial investment of about $140 million in BC’s tourism ecosystem as a whole. These investments help to improve the visitor experience, support businesses and communities, and strengthen BC’s worldwide reputation as a destination of choice.

Our Winning Aspiration

Share the transformative power of BC experiences with the world.

Grow sustainable social, cultural, environmental and economic benefits for all British Columbians.

Naikoon Provincial Park | Grant Harder

Our Mandate

  • We have a mandate to fulfil several key marketing and leadership responsibilities critical to the long-term, sustainable growth of BC’s tourism industry. Market British Columbia domestically, nationally and internationally as a tourist destination;
  • Promote the development and growth of the tourism industry in British Columbia to increase revenue and employment in, and the economic benefits generated by, the industry, including, without limitation, by:
    • Providing support for regional, sectoral and community tourism marketing;
    • Providing industry leadership in tourism marketing;
    • Promoting training and development in relation to tourism marketing;
    • Providing support for visitor centres; and
    • Conducting tourism-related market research;
  • Enhance public awareness of tourism and its economic value to British Columbia;
  • Provide advice and recommendations on tourism-related matters; and
  • Administer and perform agreements assigned to it by the Minister.

 

Our Strategy

Our corporate strategy outlines how we will help BC reach its full potential as a tourism destination, and market the Super, Natural British Columbia® brand to the world.

Our four strategic goals:

Visitors

Become the most highly recommended destination in North America.

Revenue

Lead Canada in growth of overnight visitor expenditures.

Industry

Enable a collaborative, digitally-savvy, insight-driven tourism network.

People

Lead by being a collaborative, insight-driven, results-focussed team.

We are accountable and transparent

We are accountable to the taxpayers of British Columbia through the Minister of Tourism, Arts & Culture. We follow the policies and directives of the Provincial Government’s Taxpayer Accountability Principles.

Board Of Directors

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Executive Leadership

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Tourism Marketing Committee

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Regional, Community & Industry Partners

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Provincial Government of BC

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Corporate Documents

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HelloBC.com

Be inspired to start planning your BC Vacation.

Travel Media

Information for journalists, editors and broadcasters.

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Online, self-service business listings system for tourism industry.


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