• Newsletter
  • News & Events
  • Work With Us
  • Our Commitments
  • Contact Us
Destination British Columbia logo
  • Who We Are
    • Overview
    • Provincial Government of BC
    • Board Of Directors
    • Executive Leadership
    • Tourism Marketing Committee
    • Regional, Community & Industry
      Partners
      • Industry Partners
      • Community Partners
      • Indigenous Tourism
    • Vancouver, Coast & Mountains
      • Meet the Team
      • Events
      • Regional Maps
      • Stay Connected
    • Corporate Documents
    • The Power of Tourism
  • What We Do
    • Overview
    • BC’s Destination Brand
      • Tools and Image Bank
    • Marketing
      • Consumer Marketing
      • Content Marketing
      • Social Media Marketing
      • Influencer Marketing
      • Travel Trade
      • Travel Media
      • Our Markets
    • Destination Management
      • Destination Development
      • Planning Area Look Up Tool
      • Emergency Preparedness
      • Industry Development
      • Visitor Services
    • Funding Sources
      • Co-op Marketing
      • Municipal & Regional District Tax
        Program (MRDT)
      • Other Funding Sources
  • Strategic Approach
    • Overview
    • Corporate Strategy
      • Our 2023-2025 Corporate Strategy
      • Engagement and Input
      • Connecting Respectful Growth of Indigenous Tourism to Truth and Reconciliation
      • Where We Will Focus
      • How We Will Succeed: Our Strategic Levers
      • Summary of Key Strategic Shifts
      • Alignment to Government Strategies
    • Marketing Strategy
    • Invest in Iconics Strategy
      • Strategy Overview
      • Timelines and Engagement
      • Place Branding
      • Destination Development
      • Frequently Asked Questions
    • Diversity, Equity, Inclusion, and Accessibility
  • Learning Centre
    • Overview
    • Experience Development
    • Digital Marketing
    • Social Media Marketing
    • Travel Trade & Travel Media
    • Applying Insights
    • BC's Destination Brand Resources
    • Accessible Tourism
    • Safety & Emergency Preparedness
  • Research & Insights
    • Overview
    • Industry Performance
    • Regional Research
    • Market Research
    • Activity Research
    • Resident Research
    • Research Tools & Methods
  • Who We Are
    • Overview
    • Provincial Government of BC
    • Board Of Directors
    • Executive Leadership
    • Tourism Marketing Committee
    • Regional, Community & Industry
      Partners
      • Industry Partners
      • Community Partners
      • Indigenous Tourism
    • Vancouver, Coast & Mountains
      • Meet the Team
      • Events
      • Regional Maps
      • Stay Connected
    • Corporate Documents
    • The Power of Tourism
  • What We Do
    • Overview
    • BC’s Destination Brand
      • Tools and Image Bank
    • Marketing
      • Consumer Marketing
      • Content Marketing
      • Social Media Marketing
      • Influencer Marketing
      • Travel Trade
      • Travel Media
      • Our Markets
    • Destination Management
      • Destination Development
      • Planning Area Look Up Tool
      • Emergency Preparedness
      • Industry Development
      • Visitor Services
    • Funding Sources
      • Co-op Marketing
      • Municipal & Regional District Tax
        Program (MRDT)
      • Other Funding Sources
  • Strategic Approach
    • Overview
    • Corporate Strategy
      • Our 2023-2025 Corporate Strategy
      • Engagement and Input
      • Connecting Respectful Growth of Indigenous Tourism to Truth and Reconciliation
      • Where We Will Focus
      • How We Will Succeed: Our Strategic Levers
      • Summary of Key Strategic Shifts
      • Alignment to Government Strategies
    • Marketing Strategy
    • Invest in Iconics Strategy
      • Strategy Overview
      • Timelines and Engagement
      • Place Branding
      • Destination Development
      • Frequently Asked Questions
    • Diversity, Equity, Inclusion, and Accessibility
  • Learning Centre
    • Overview
    • Experience Development
    • Digital Marketing
    • Social Media Marketing
    • Travel Trade & Travel Media
    • Applying Insights
    • BC's Destination Brand Resources
    • Accessible Tourism
    • Safety & Emergency Preparedness
  • Research & Insights
    • Overview
    • Industry Performance
    • Regional Research
    • Market Research
    • Activity Research
    • Resident Research
    • Research Tools & Methods
  • Newsletter
  • News & Events
  • Work With Us
  • Our Commitments
  • Contact Us

Compelling Reasons to Explore BC

Spanish Banks - Destination Vancouver/Kindred & Scout

  • Home
  • |
  • Strategic Approach
  • |
  • Corporate Strategy
  • |
  • How We Will Succeed: Our Strategic Levers
  • |
  • Compelling Reasons to Explore BC
  • Strategic Approach
    • Overview
    • Corporate Strategy
      • Our 2023-2025 Corporate Strategy
      • Engagement and Input
      • Connecting Respectful Growth of Indigenous Tourism to Truth and Reconciliation
      • Where We Will Focus
      • How We Will Succeed: Our Strategic Levers
      • Summary of Key Strategic Shifts
      • Alignment to Government Strategies
    • Marketing Strategy
    • Invest in Iconics Strategy
      • Strategy Overview
      • Timelines and Engagement
      • Place Branding
      • Destination Development
      • Frequently Asked Questions
    • Diversity, Equity, Inclusion, and Accessibility

Compelling Reasons to Explore BC

Attracting respectful travellers to specific parts of BC at the right time, and enabling the development of compelling experiences to drive lifetime traveller value.

The Challenge

For decades, the tourism industry has worked hard to attract visitors during shoulder and non-peak seasons, and to entice visitors to travel throughout the entire province. Despite best efforts, the results have been limited: while the industry as a whole has grown, the geographic and seasonal dispersion challenges have not been overcome. This perpetuates challenges for businesses in attracting and retaining year-round staff, and generating enough revenues to put aside emergency funds to manage the unpredictable nature of entrepreneurship.

The seasonality of international visitation to BC remained constant between 1999 and 2019.

The Strategy 

We’ve created a solution that will increase the distribution of tourism revenue year-round, throughout BC, in a responsible, respectful, meaningful and sustainable way. It’s all about BC having a compelling, inclusive brand and set of experiences to attract visitors in a whole new way to generate incremental growth. It’s also at the core of an important step in integrating both destination marketing and management efforts to ensure tourism growth and development are benefiting the quality of life for people living in BC.

This strategy rallies the industry around our strong and shared brand—Super Natural, British Columbia—and provides the opportunity to re-imagine our province through the elevation of inspirational routes and places that will strengthen travel appeal in all regions of BC, in all seasons. In the short-term, we recognize the need to complete the rebuilding of the high season in all areas of our province. Long-term, this strategy balances the capacity needs and market-readiness of our communities—focusing on shoulder-season growth in our cities and mature destinations, while generating all-season growth in high-potential communities and rural destinations where capacity exists.

We do this by delivering the right content at the right time through compelling storytelling, which increases interest and converts that interest to visitation. Destination development efforts will enhance capacity in high potential rural areas and during off seasons in mature destinations. Encouraging development of experiences and events and then delivering exceptional experiences once visitors are in BC is an equally important part of the strategy to increase shoulder season demand, entice repeat visitation to create lifetime value. 

Reduce Seasonality and Regional Disparity

We need to reduce seasonality and regional disparity by incrementally growing the tourism economy across all regions of BC and in all seasons.

Simplify Number of BC Trip Options

We need to simplify the large number of BC trip options being promoted, which we recognize can be confusing for visitors, by promoting and developing a small number of globally compelling routes and places that cover all of British Columbia.

Key Activities

  • Build industry alignment around the strong and shared brand of Super, Natural British Columbia and launch sub-brands to elevate visitor perceptions of BC and drive long-term sustained growth in all regions and seasons of BC. Continue to work with Indigenous Tourism BC to infuse Indigenous values and cultures into the Super, Natural British Columbia brand.
  • Integrate tourism development plans (destination development) with branding and marketing to ensure strategic investments in new or revitalized tourism assets will enable growth in off-peak season visitation in mature destinations (communities encountering capacity constraints during the peak season, primarily summer) and all season growth in rural areas and communities where capacity exists.
  • More deeply integrate provincial and sub-provincial branding, marketing and destination development efforts around a set of routes and places to better attract visitors to these areas.
  • Implement a global audience segmentation project to identify the responsible traveller as a whole new approach to selecting who our focus audience is in each market with our global marketing efforts. 
  • Nurture development of remarkable and regenerative experiences through destination development efforts to provide new, inspiring reasons to travel throughout BC.

Measures

Trip Night/Visitor Spending Dispersion (Geographic and Seasonal)

Tourism Industry Revenue

Visitors Recommend BC

Subscribe for the latest news and program updates from Destination BC

Receive updates, research and news you can use.

Destination BC

  • Work With Us
  • Contact Us
  • News & Events
  • Corporate Documents
  • Site Map
  • Legal Terms & Privacy Policy

Official Websites

Spirit Bear

HelloBC.com

Be inspired to start planning your BC Vacation.

B.C. and Guangdong work together to open doors for businesses, create good jobs in B.C.

Travel Media

Information for journalists, editors and broadcasters.

red truck in a vineyard

Tourism Business Portal

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


Follow Us:

Twitter Youtube Linkedin

Subscribe to our newsletter

Subscribe
Destination British Columbia logo
© 2023 - Destination BC Corp. – All rights reserved. "Super, Natural British Columbia®", "Super, Natural", "Hello BC" and "Visitor
Centre" and all associated logos/trade-marks are trade-marks or Official Marks of Destination BC Corp.