About Destination BC

Destination British Columbia (Destination BC) is the industry-led Crown corporation that works collaboratively with partners across the province to coordinate tourism marketing at the international, provincial, regional and local levels, and to support regions, communities and Indigenous people in developing or expanding tourism experiences, businesses and jobs.

In short, we market the Super, Natural British Columbia® brand to the world.

We are multi-national, with in-market representation in the United Kingdom, Germany, Japan, China, Australia, and Mexico. Our winning aspiration drives all our decisions and activities.

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. We follow the policies and directives of the Provincial Government’s Taxpayer Accountability Principles.