About Destination BC

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 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.

We are accountable and transparent

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