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